The Coca-Cola Company at a Glance

Uppers

  • Interesting projects and dedicated colleagues
  • Good health and retirement benefits
  • All the Cokes you can drink

Downers

  • Old-style management that is slow to embrace telecommuting and work-life balance.
  • Limited advancement
  • Frequent relocation
  • Discourages "out of the box" thinking

The Bottom Line

  • If you're a team player, seek structure and enjoy basking in the glow of a global brand, you're a good fit for Coca-Cola. But iconoclasts who seek fast action on innovative ideas should look elsewhere.

About The Coca-Cola Company

Coke is it -- it being the #1 nonalcoholic beverage company in the world, as well as one of the world's most recognizable brands. The Coca-Cola Company is home to more than 500 beverage brands, some 20 of those billion-dollar-brands, including four of the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. In addition to soft drinks, it markets waters, juice drinks, energy and sports drinks, and ready-to-drink teas and coffees. Other top brands include Minute Maid, Powerade, Dasani, and vitaminwater. With the world's largest beverage distribution system, The Coca-Cola Company reaches thirsty consumers in more than 200 countries. Nearly 60% of its sales comes from outside the US.

Operations

The Coca-Cola Company manages six operating segments (most of them geographically-based), including Europe, the Middle East, and Africa (EMEA); Latin America; North America; Asia Pacific; Bottling Investments; and Corporate.

Its geographic operating segments primarily manufacture and sell beverage concentrates and syrups. North America is the largest geographic segment, accounting for nearly 30% of revenue; the EMEA and Asia-Pacific regions generate nearly 20% and about 15%, respectively, followed by Latin America, which brings in about 10% of total revenue.

The Bottling Investments segment generates nearly 30% of revenue and includes company-owned and consolidated bottling operations, which sell soft drinks and other nonalcoholic beverages to retailers, distributors, wholesalers, and bottling partners who distribute them to retailers. Coke owns stakes in major bottlers such as Mexico's Coca-Cola FEMSA (28%), European bottler Coca-Cola HBC (23%), AC Bebidas (20%), Coca-Cola European Partners (18%), Monster Beverage (18%), and Coca-Cola Bottlers Japan (17%).

Soft drinks account for about 70% of the company's worldwide unit case volume.

Geographic Reach

The world's largest beverage company sells products in some 200 countries and generates about 40% of its sales in the US. Outside the US, unit case volume is highest in Mexico, China, Brazil, and Japan.

The Coca-Cola Company has about 260 offices, plants, warehouses, and other facilities across the globe.

Sales and Marketing

The Coca-Cola Company reaches customers through the largest beverage distribution system in the world, made up of company-owned or controlled bottling and distribution operations, as well as independently owned bottling partners, distributors, wholesalers, and retailers.

The company is a world-class advertiser, known for multiple popular ad campaigns stretching back many decades. It continues to keep its brand foremost in the mind of consumers with heavy investments in advertising, spending about $4 billion each year in recent years.

Financial Performance

The Coca-Cola Company's annuals sales and profits have been trending lower over the past several years as traditional soft drink sales have fallen with changing consumer tastes in developed markets. Revenue has fallen more than 25% over the past five years and net income has fallen at about the same level (not including 2017 when the Tax Reform Act had a negative impact on profit).

The soft-drink maker's sales fell 15% to $35.4 billion in 2017 as the refranchising of North American bottling territories previously managed by Coca-Cola Refreshments and the refranchising of bottling operations in China resulted in a significant drop in sales from the Bottling Investments segment.

Coke's net income that year fell some 80% to about $1.3 billion because of a $3.6 billion expense related to an estimate of the one-time transition tax resulting from the Tax Reform Act signed into law in late 2017.

As with revenue and net income, the company's cash balance declined as well. Cash at the end of 2017 was $6 billion, a decrease of $2.5 billion from the prior year. Cash from operations contributed $7 billion to the coffers, while investing activities used about $2.4 billion. Financing activities used another $7.4 billion, primarily on dividends and stock buybacks.

Strategy

The Coca-Cola Company is dealing with headwinds in two primary areas: a shift in consumer tastes toward healthier beverages and product saturation in mature markets. Expanding its self-described "consumer-centric" portfolio -- by quickly scaling wins from market to market and embracing an experimental, test-and-learn approach -- is how the company plans to grow.

Coke has been focused on waters, juices, teas, and low- or no-sugar drinks. In 2017 it acquired US rights to Topo Chico premium sparkling mineral water, introduced Honest Tea and glaceau smartwater to new international markets, and rebranded and relaunched Coca-Cola Zero Sugar (which was also pushed into some 20 new markets). In 2018 the company goosed sales of its reliable but staid Diet Coke brand with four new flavors (ginger lime, mango, blood orange, cherry) targeted to health-conscious consumers, particularly Millennials, who've abandoned Diet Coke for alternatives. Overall in 2017 the company reduced sugar in more than 300 drinks and introduced some 500 new products across its portfolio.

Through its "lift and shift" philosophy, Coke moves successful products into new markets across the globe, sometimes with the same recipe and sometimes with customized changes to better appeal to local consumers. In addition to the 2017 expansions of Honest Tea, smartwater, and Coke Zero Sugar, the company introduced Zico coconut water into several European and Asian markets and plans to begin selling Latin American brand Ades (plant-based beverages) in Europe in 2018.

Lastly, to compensate for falling sales amid these changing times, Coke has embarked on a major refranchising initiative through which bottling operations are returned to local ownership. It completed the refranchising of the bottling systems in the US and China in 2017, creating a much more capital-light organization. The company also created a new bottling partner in Japan to serve most of that region. In 2018 it embarked on a refranchising of its Canadian bottling operations.

Mergers and Acquisitions

In 2018 The Coca-Cola Company agreed to acquire UK coffee shop chain Costa Coffee from Whitbread for $5.1 billion. The chain boasts more than 2,400 coffee shops in the UK, 1,400 shops across 31 international markets, and 8,000 vending machines. Its international locations include some 450 locations in China, 250 of which were part of a joint venture with Yueda before Costa acquired the business in its entirety in 2017. The deal brings coffee into the Coca-Cola fold for the first time, provides an extensive international platform, and also diversifies away from sugary drinks, which face heavy taxation in increasing numbers of jurisdictions. 

In early 2017 The Coca-Cola Company acquired Unilever's Ades soy-based beverage maker for $575 million. The deal was another investment by the company into an international brand in Latin America. The acquisition of Ades shows the company is working to providing increased choice of nutritious products to its consumers.

Later that year it paid about $220 million to Mexican Coke bottler Arca Continental for the US rights to the Topo Chico brand of mineral water. The brand was added to the portfolio of Coke's Venturing & Emerging Brands unit, which includes small, high-value, non-soda products.

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The Coca-Cola Company

1 Coca-Cola Plz
Atlanta, GA 30313-2499
Phone: 1 (404) 676-2121
Fax: 1 (404) 676-8429

Stats

  • Employer Type: Public
  • Stock Symbol: KO
  • Stock Exchange: NYSE
  • President and CEO: James R. Quincey
  • President and CEO: James R. Quincey
  • EVP and CFO: Kathy N. Waller
  • 2017 Employees: 61,800

Major Office Locations

  • Atlanta, GA

Other Locations

  • Birmingham, AL
  • Camden, AR
  • Little Rock, AR
  • Rogers, AR
  • Huachuca City, AZ
  • Mesa, AZ
  • Yuma, AZ
  • Anaheim, CA
  • City Of Industry, CA
  • Inglewood, CA
  • Irvine, CA
  • Meadow Vista, CA
  • Oceanside, CA
  • Ontario, CA
  • Penngrove, CA
  • Sacramento, CA
  • San Jose, CA
  • San Leandro, CA
  • Santa Cruz, CA
  • Ventura, CA
  • Denver, CO
  • Waterford, CT
  • Washington, DC
  • Apopka, FL
  • Auburndale, FL
  • Dunedin, FL
  • Fort Pierce, FL
  • Hollywood, FL
  • Orlando, FL
  • Pensacola, FL
  • Riviera Beach, FL
  • Saint Augustine, FL
  • Sarasota, FL
  • Tallahassee, FL
  • Tampa, FL
  • Temple Terrace, FL
  • Valparaiso, FL
  • Athens, GA
  • Austell, GA
  • Carrollton, GA
  • Dublin, GA
  • Gainesville, GA
  • Lawrenceville, GA
  • Macon, GA
  • Manteca, GA
  • Marietta, GA
  • Rome, GA
  • Smyrna, GA
  • Valdosta, GA
  • Warner Robins, GA
  • West Point, GA
  • Honolulu, HI
  • Kapolei, HI
  • Alsip, IL
  • Bartonville, IL
  • Charleston, IL
  • Chicago, IL
  • Du Quoin, IL
  • Naperville, IL
  • Niles, IL
  • Rock Island, IL
  • Saint Charles, IL
  • Springfield, IL
  • Urbana, IL
  • Anderson, IN
  • Bloomington, IN
  • Fort Wayne, IN
  • Indianapolis, IN
  • Jasper, IN
  • Lafayette, IN
  • Portland, IN
  • Shelbyville, IN
  • South Bend, IN
  • Terre Haute, IN
  • Garden City, KS
  • Lenexa, KS
  • Shawnee Mission, KS
  • Topeka, KS
  • Victoria, KS
  • Wichita, KS
  • Somerset, KY
  • Monroe, LA
  • New Iberia, LA
  • New Orleans, LA
  • Shreveport, LA
  • Brookline, MA
  • Greenfield, MA
  • Northampton, MA
  • Capitol Heights, MD
  • Hagerstown, MD
  • Bay City, MI
  • Belleville, MI
  • Detroit, MI
  • Farmington Hills, MI
  • Flint, MI
  • Grand Rapids, MI
  • Kalamazoo, MI
  • Kincheloe, MI
  • Lansing, MI
  • Negaunee, MI
  • Paw Paw, MI
  • Petoskey, MI
  • Traverse City, MI
  • Duluth, MN
  • Moorhead, MN
  • North Branch, MN
  • Owatonna, MN
  • Saint Paul, MN
  • Columbia, MO
  • Joplin, MO
  • Saint Charles, MO
  • Saint Joseph, MO
  • Sedalia, MO
  • Truesdale, MO
  • Natchez, MS
  • Great Falls, MT
  • Kalispell, MT
  • Missoula, MT
  • Bismarck, ND
  • Devils Lake, ND
  • Grand Forks, ND
  • Minot, ND
  • Grand Island, NE
  • Lincoln, NE
  • Long Pine, NE
  • Norfolk, NE
  • North Platte, NE
  • Omaha, NE
  • Carlstadt, NJ
  • Monmouth Junction, NJ
  • Albuquerque, NM
  • Clovis, NM
  • Las Vegas, NM
  • Roswell, NM
  • Las Vegas, NV
  • Albany, NY
  • Bronx, NY
  • Elmsford, NY
  • Hauppauge, NY
  • Hawthorne, NY
  • Horseheads, NY
  • Maspeth, NY
  • New Windsor, NY
  • Rochester, NY
  • Staten Island, NY
  • Syracuse, NY
  • Watertown, NY
  • Akron, OH
  • Circleville, OH
  • Columbus, OH
  • Elyria, OH
  • Mansfield, OH
  • Sardinia, OH
  • Toledo, OH
  • Twinsburg, OH
  • Willoughby, OH
  • Youngstown, OH
  • Zanesville, OH
  • Portland, OR
  • Tigard, OR
  • Allentown, PA
  • Ebensburg, PA
  • Erie, PA
  • Greensburg, PA
  • Houston, PA
  • Lancaster, PA
  • Lemoyne, PA
  • Mount Pocono, PA
  • Reading, PA
  • Guaynabo, PR
  • Providence, RI
  • Knoxville, TN
  • Abilene, TX
  • Amarillo, TX
  • Channelview, TX
  • Dallas, TX
  • Fort Worth, TX
  • Houston, TX
  • Lubbock, TX
  • Mcallen, TX
  • San Antonio, TX
  • Sherman, TX
  • Sugar Land, TX
  • Sulphur Springs, TX
  • Texarkana, TX
  • Waco, TX
  • Wichita Falls, TX
  • Bountiful, UT
  • Salt Lake City, UT
  • Bellevue, WA
  • Tukwila, WA
  • Wenatchee, WA
  • Appleton, WI
  • Ashland, WI
  • Eau Claire, WI
  • La Crosse, WI
  • Milwaukee, WI
  • Plover, WI
  • Rhinelander, WI
  • Schofield, WI
  • Windsor, WI
  • Wrightstown, WI
  • Cody, WY
  • Gillette, WY
  • Riverton, WY
  • Sheridan, WY
  • Barrie, Canada
  • Bathurst, Canada
  • Brampton, Canada
  • Brandon, Canada
  • Calgary, Canada
  • Cambridge, Canada
  • Castlegar, Canada
  • Charlottetown, Canada
  • Chatham, Canada
  • Chilliwack, Canada
  • Coquitlam, Canada
  • Corner Brook, Canada
  • Cranbrook, Canada
  • Edmonton, Canada
  • Edmundston, Canada
  • Edwardsville, Canada
  • Fredericton, Canada
  • Gatineau, Canada
  • Granby, Canada
  • Grand Falls-Windsor, Canada
  • Halifax, Canada
  • Hamilton, Canada
  • Kamloops, Canada
  • Kelowna, Canada
  • Kingston, Canada
  • Lachine, Canada
  • Lakeside, Canada
  • Lethbridge, Canada
  • London, Canada
  • Medicine Hat, Canada
  • Miramichi, Canada
  • Moncton, Canada
  • Mount Pearl, Canada
  • Nanaimo, Canada
  • North Battleford, Canada
  • North Bay, Canada
  • North York, Canada
  • Owen Sound, Canada
  • Peterborough, Canada
  • Prince George, Canada
  • Québec, Canada
  • Regina, Canada
  • Renfrew, Canada
  • Richmond, Canada
  • Saint John, Canada
  • Saskatoon, Canada
  • St Paul, Canada
  • Stellarton, Canada
  • Stratford, Canada
  • Sudbury, Canada
  • Terrace, Canada
  • Thunder Bay, Canada
  • Trois-Rivières, Canada
  • Victoria, Canada
  • Winnipeg, Canada
  • Santiago, Chile
  • Helsinki, Finland
  • Depok, Indonesia
  • Wexford, Ireland
  • Minato-Ku, Japan
  • Moriyama, Japan
  • Sapporo, Japan
  • Shibuya-Ku, Japan
  • Ciudad De Mexico, Mexico
  • Lørenskog, Norway
  • Singapore, Singapore
  • Istanbul (Anatolia), Turkey
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