Essay - Coca-cola Enterprises, Inc. Company Overview the Coca-cola Company Is One...

Coca-Cola Enterprises, Inc.

Company Overview

***** Coca-Cola Company is one of the oldest and largest companies in ***** United States. The Coca-Cola Company had its roots in 1886 when Dr. John Pemberton began to produce Coca-Cola Syrup for fountain drink dispensers. ***** bottling has been around since 1899. From there the franchises grew into the giant that it is today. Its most recent accomplishment is its entry ***** the global marketplace. (CCE, 2002).

***** primary objective is to maintain its current position as a leader of beverage producers in the global marketplace. It is a large corporate entity, however, holds on***** a philosophy of maintaining a strong loc*****l image and presence in the communities where it operates.

Coca-Cola has 463 facil*****ies, which generate an *****nual revenue ***** $16 billion dollars. The Coca-Cola Company currently st*****s as the world's biggest ***** company. They control over half of the world-wide marketshare. Its primary brand ***** *****. The company owns an additional 240 other soft drinks ranging from Coca-Cola spin-offs to Fanta, bottled water and iced coffee.

Soft drinks are a major consumer item with a ***** cus*****mer b*****e. Recently the soft drink industry has been experiencing an economic downturn ***** a saturated market. There are several prospectives in emerging markets, such as more Asian countries or South America. At this time, the beverage market is risky, f***** those who wish to enter ***** market. It could be expected that if expenditures rise and new emerging *****s do not increase sufficient *****s, even the major players may have to scale-back operations. At ***** time, the beverage industry does not appear ***** be an attractive proposition.

Market Information

The key factors to Coca-Cola's success have been the efforts of its marketing department. Although marketing is never finished and ***** ***** maintain a presence must be const*****ntly undertaken, Coca-Cola now rides on over 100 years of marketing success. This, in combination with sound risk management strategies has been the key to *****'s success. Coca-Cola's ***** valuable asset is its trademark (*****, 2002). They are one of the oldest ***** most established *****s in ***** United States and is ga*****ing this type of recognition globally as well.

***** from their number one br*****, "Coke" they also have the brand equity of ***** *****p 10 soft ***** brands in the United States. Coca-Cola Enterp*****s is the entity beh*****d many familiar brands such ***** Fanta, Sprite, Perrier, and many more familiar *****.

Coca-Cola Enterpr*****es maintains an increasing presence in the global marketplace. The Comp*****y operates in 46 states in the ***** States, all ***** provinces in Canada, ***** portions of Europe including Belgium, continental France, Great Britain, Luxembourg, Monaco, and ***** Netherlands. It maintains Coca-Cola as ***** major product with the largest portion of shares. However, it ***** owns the top ten brands in the United ***** as well.

***** Enterprises is compr*****ed of many divisions on many d*****ferent levels. On the top level, is CEO Lowry F. Kline. Mr. Kline h***** been ***** since 1997. Along *****