The company that I chose to analyze is the Coca-Cola Company. Founded in 1886, it has now emerged as the world's largest manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce more than 300 beverage brands. The corporate headquarters are located in Atlanta, Georgia, but there are local operations in over 200 countries around the world.
Coca-Cola was first marketed as a soda fountain drink in 1886. At that time, one glass sold for only $0.05. Sales of the fountain drink grew rapidly but it wasn't until the Company began bottling its product that the beverage became known worldwide. At first, Coca-Cola was only being sold in a common glass bottle named a Hutchinson. Joseph A. Biedenharn sent a case of the soda to Asa Griggs Chandler, the owner of the company at the time.
Apparently, Chandler liked the product but he made no moves to further production; instead he just focused on selling the drink from soda fountains. It wasn't until 5 years later that two Chattanooga, Tennessee, lawyers realized that they could make a great profit from the Coca-Cola name brand. These lawyers, Benjamin Thomas and Joseph Whitehead met with Chandler to discuss obtaining full rights to Coca-Cola. Exclusive rights to the name brand were purchased for only one dollar. They soon included John Lupton, another Chattanooga lawyer, into their good fortune. .
Between 1900 and 1909, the Coca-Cola Company grew rapidly. The three new owners began dividing the United States into territories and sold bottling rights many local entrepreneurs. This was also a time in history where technology was becoming more advanced. This in turn led to greater quality and efficiency. .
Soon, bottlers became concerned that the present straight-sided bottle would be easily confused with those trying to imitate Coca-Cola's products. Glass manufacturers were then summoned to design a newly shaped bottle that would be easily distinguished by its consumers.
