Essay by kitzada May 2004

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Coca Cola

Background of company and it branches

The Coca-Cola is the world's most popular soft drink and the world's most recognized trademark, it was recognized by 94% of the world's population, the company sells nearly half of all the soft drinks consumed around the world.

The Coca-Cola Company was founded in 1886. Created in Atlanta, Georgia by Dr. John S. mixing Coca-Cola syrup with carbonated water. Coca-Cola was first offered as a fountain beverage by leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce more than 300 beverage brands. Their corporate headquarters are in Atlanta, with local operations in over 200 countries around the world.

However, Coca-Cola was sold in Thailand since years 1949. Coca-Cola is the cola beverage with the longest history in Thailand. Today, you can find Coca-Cola in virtually every part of the world.


Having long history and strong brand image as competition advantage.

Well-known among the world's soft drink, especially in Thailand, and it also has big market share.

Having unique selling points, communication and distribution channel.


Coca-Cola is still top of soft drink in Thailand, it means that it has to face more renovation in the future, but maintains old approach to operate the company.

Coca-Cola's advertising campaign is a little bit feebleness relative to the competitor sometimes.


Thai economy is recovering; the company has more development space in Thailand.

High brand image will bring more chance to Coca-Cola.

Coca-Cola is already sophisticated; therefore, the market is stable in spite of any economic situation.


In the soft drink market, there are high competition rate. Coca-Cola must make customer loyalty.

Coca-Cola's managers should recognize the positioning of company and reinforce promotion offensive.

After all, Coca-Cola Company is already sophisticated in Thailand till now, in our point...