tion in sales and/or popularity (Facts, figures and features, 1994, 23). The major part of the product's acceptance in the early days (and even today) was the result of five forces -- product; structure; management; strategy; and marketing. These six forces comprise the organization of this analysis.
It was apparent to company management in 1916, that the company had two separate missions: produce the syrup (high margin, high markup) and bottle the syrup mixed with carbonated water (low margin). However, it was not until around 1986 when Coca-Cola decided to formally split the huge company into two separate operations that led to its becoming the worldwide juggernaut that it is today. It is the world's largest soft-drink company, and its more than 160 brands of beverages -- including carbonated, sports, and milk-based drinks, as well as juices, teas, and coffees -- are sold in almost 200 countries (CCC Annual Report, 1997).
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