Cola Wars Continue

Essay by trudie0201University, Master'sA, May 2008

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Coca-Cola was originally formulated in 1886 by John Pemberton in Atlanta, Georgia and then later acquired by Asa Candler. One of the most influential people in Coca-Cola's history was Robert Woodruff, who became CEO of the company in 1923, and later developed Coca-Cola's international business and was instrumental in cooperation with U.S. Armed Forces during WWII.

Caleb Bradham, a North Carolina pharmacist, invented Pepsi in 1893. Like Coca-Cola, Pepsi developed a franchised bottling system in the year 1910. Pepsi had a much more difficult time surviving and becoming successful, as it declared bankruptcy in 1923 and 1932. However, today Pepsi is a strong company that is competing with Coca-Cola. I will discuss the Cola Wars using the eleven step strategic model, SWOT, and Porter's Five Forces analyses.

Company MissionThe Coca-Cola Company's mission is "to create a growth strategy that allows us to bring good to the world -- by refreshing people every day and inspiring them with optimism through our brands and our actions.

To achieve sustainable growth, we have established a vision with clear goals: profit - maximizing return to shareowners while being mindful of our overall responsibilities; people - being a great place to work where people are inspired to be the best they can be; portfolio - bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples' desires and needs; partners - nurturing a winning network of partners and building mutual loyalty; and planet - being a responsible global citizen that makes a difference. We are guided by shared values that we will live by as a company and as individuals.

Leadership "The courage to shape a better future"; Passion "Committed in heart and mind"; Integrity "Be real"; Accountability "If it is to be, it's up to me"; Collaboration "Leverage collective genius"; Innovation...