21). In the course of the war military personal drank 5 billion bottles of Coke (Pendergrast, 1993). .
In the fifties Coca-Cola ruled the soft drink world. But in the sixties the company expended. Minute-Maid Corporation and the Duncan Foods Corporation became the Coca-Cola Foods Division. Also new non-cola drinks were introduced by the company, Sprite and Fanta. In 1963 Coke challenged to market newcomer Diet Rite with its own sugarless Cola (Ramsey, 1987).Unfortunately, in the seventies Coca-Cola executives paid less and less attention to the marketing and sale of central product. It happened because of ten years battle with FTC. .
Its charges against the bottler's contracts, which restricted the competition. As a result, with "Pepsi Generation- campaign, Pepsi-Cola in 1975 pulled ahead of Coca-Cola in the supermarket sales (Oliver, 1986).New Coca-Cola CEO Roberto Goizueta transformed it into a new kind of company. He was a Cuban immigrant, who came to America in 1960, escaping from Castro's power. Goizueta had just $200 in his pocket and 100 shares of Coca Cola stock in a New York Bank (Greising, 1998). He joined the company in 1961. A chemist by education and training, he had worked in the technical division. After two years with the company Goizueta became the youngest vice president (Oliver,.
1986).In July, 1981, Goizueta was nominated to become a chairman of the Coca -Cola Company. The one of his biggest steps was to change the Coke's formula in 1985. The new taste of Coke, sweeter and smoother, beat Pepsi's taste in blind taste tests. The name of this deal is known as Project Kansas (Greising, 1998). As a result, the company's stock price rose from $61.87 at the beginning of 1985 to close the year at $84.50 (Oliver, 1986). Goizueta's market forecast reflected on his strategic turns, when he invested money in a push to knock Pepsi-Cola out of the Soviet block countries as fast as Lenin status fell.
