Coca Cola Buy, Sell or Hold - Essay Example

the year 1886, but even though John had great pharmaceutical capabilities, he lacked marketing skills due to which he was not able to create the kind of hype of this non – alcoholic drink as we know today, thus realising Coca Cola as a remarkable and an extraordinary product Asa Candler purchased the formula and the Coca Cola brand from John realising this as the perfect business opportunity. Candler was born in Georgia and had great motivational capabilities, prior to purchasing Coca Cola he was a pharmacist and had purchased this soon to be the most renowned brand - name for just $2,300.

And not long after that he became a millionaire and became to be known as one of the top most business tycoons in the United States. He was also elected as the Mayor of Atlanta in 1916 just when he retired from Coca Cola. The most amazing performance of his management skills were displayed when he successfully launched his marketing campaign and distribution channel for the Coca Cola brand name. He decided that it was best to only create the raw soft drink and instead of appointing the company’s executives to market the product the company would appoint various bottling plants as their ‘C & F’ or Carrying and Forwarding agents.

The strategy was a success since the early launch and this marketing strategy boosted the sales of Coca – Cola not only in America but throughout the whole wide world. Even today the Coca Cola Company administers its marketing operations in the same way, although with minor adjustments, such as they purchase most of the stake in most of the bottling plants to remain in power. Coca – Cola is the most renowned brand name through out the whole world with an established market base in over 200 countries and in possibly every corner of this world.

But recognition has its shortcomings, and one of the negative sides of recognition is that it brings controversies along with it. This is especially true in case of the Coca – Cola Company; it is a