Company

COCA-COLA

CASE THE

From 1886, when Atlanta pharmacist J. S. Pem-berton mixed up his first batch of Coca-Cola, to 1989, when Cuban Robert C. Goizueta presided over the company as chairman and chief execu­tive officer, Coca-Cola's worldwide revenues increased from $50 to $8.966 billion. Coke's rapid worldwide expansion has resulted in over 65 beverage trademarks worldwide and sales in 155 countries. From Fig. 19.7 we can see that Coke's international revenues in 1987 were 55 percent of total revenues. Coca-Cola's international presence has resulted in a number of interesting challenges and opportunities. In 1986 its operations were divided into three different product categories: soft drinks, entertainment, and foods. In 1989 the soft-drinks division comprised about 18 percent of total revenues and foods comprised about 18 percent of revenues. Coca-Cola sold its entire equity interest in Columbia Pictures in November 1989. Its soft-drink business is particularly strong internationally, capturing over 40 percent of the soft-drink market in the 155 countries where it is operating and a significantly higher percentage of the market in its major markets. Coca-Cola management feels that international markets are virtually untapped and are clearly the growth area of the future.

In 1989 Coca-Cola increased its soft-drink sales to more than 48 percent of the global market. A major strength of Coca-Cola is the European Community, which accounts for 24 percent of Coke's total international gallon sales. However, Coke also has a strong presence in Latin America and Asia.

Specific information was provided in the Annual Report on changes in the value of the German mark, the Japanese yen, the British pound, and the Australian dollar. In 1988 other income (a category in the income statement) was reduced by $ 13 million due to transactions and translation losses, and in 1989 other income was increased by $20 million by transactions and translation gains.

In 1989 nearly 96 percent of operating income came from the sale of soft-drink concentrates and syrups. International sales accounted for nearly 80 percent of Coke's soft-drink operating income. International soft-drink operating income grew 13 percent in 1989, despite the effects of a U.S. dollar that strengthened approximately 6 percent against key foreign hard currencies during the year.

Coca-Cola's other major product group is not quite as international as the beverage category, but it is increasingly moving into international markets. Coke's food division is increasing its international sales, especially in Canada.

Дата добавления: 2014-11-29