Managements Achievement Claims Perspective

Title	Managements Achievement Claims Perspective
# of Words	643
# of Pages (250 words per page double spaced)	2.57

Management's 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 company in which I believe what ...

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