Managements Achievement Claims Perspective

Management's Achievement Claims Perspective


        It is to no one's surprise that Coca-Cola is one of the world's largest

companies.  Fourteen years ago, Coca-Cola began building credibility to its

investors by never over-promising, just consistently hitting long-term growth

targets.  In Great Britain, Coca-Cola surpassed two leading teas of consumption

per capita.  People said it would not be possible, but Coke did it.  That is

just one example.

        Coca-Cola's management believes in the theory that people need 64 ounces

of liquid everyday to survive.  Right now, Coke only accounts for an average of

less than two of those ounces.  They believe that by adding strength to the

world's strongest brand, it will help people make Coke a more frequent choice

for those 64 ounces.

        The part of this Annual Report that I personally wanted to attack was

the lack of sales in Canada and Coca-Cola's goals in improving them.  Being

native of Canada and a big Coke fan, I know that Coke has struggled in my

homeland for several years.  M. Douglas Ivester answered my concern by stating

that Coke allowed the retail prices of their products to out pace their value in

the eyes of our consumers.  Since 1994-1995, Canada's unit per case volume

increased 4%.  Coke is expecting an even greater increase in 1996 because their

Canadian bottler signed with two major grocery retailers.  Coca-Cola used Canada

as a lesson they can use as a guide worldwide never repeat.

     CEO, Robert Goizueta believes that there is no limit to your growth.  He

will not allow boundaries to be set.  It is evident to me that Coke is not

setting boundaries considering that they have a bottler in almost every corner

of the world.  Coke is focused on strengthening world wide markets and creating

new ones.  In this report, they state how the will improve sales in Nigeria,

China, South Africa, and Canada.

     Of all the Financial Reports I have read (Anderson Consulting, Home

Depot, Green Park, etc.), Coca-Cola is a compan
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