Case Coca Cola Acc 557

Coca-Cola Company is an American multinational beverage corporation. The company’s stock is listed on the NYSE and it is a part DJIA, S&P index and the Russell 1000 index. The current chairman and chief executive is Muhtar Kent. Coca-cola offers more than 500 brands in over 200 countries and serves over 1.7 billion servings per day. The company produces over 613 beverages ranging from carbonated drinks to non-carbonated drinks, sport drinks to water. Coca cola’s main products are; Coke, Fanta, Krest, Minute Maid, Schweppes, PowerAde, Sprite, Stoney and Dasani. Coca-cola reported revenues of $48.01 billion in the year 2012 and a net income of $9.01 billion. Coca-cola has a total asset base of 86.17 billion and 146200 employees worldwide. Coca-cola markets these products geographically and toward different segments of the market. Sparkling drinks accounted for 68% of Coca-Cola sales in 2011 while still and water beverages accounted for 28% of the sales volumes. The company has over 30 water brands aimed at generating value through the on the go immediate consumption occasion. Coca-Cola’s main target is the age group between 18 – 34, which accounts from around 40% of the company sales volume in the carbonated drinks market. Other products such as PowerAde are aimed for the sports market. The water brands are mainly targeted to the health conscious consumer who is always on the go. This segment of the market is also catered for, through products such as Minute Maid and Coke Zero with the latter being made from fruit syrup while Coke Zero has low sugar levels. Another Coca Cola target market is the family set up through products such as the one liter and two liter bottled beverages. Another target market is, low-income areas where Coca-cola provides the beverages using returnable bottles thus making the prices of the product cheaper.