Introduction The Coca-Cola Company is the largest firm in the global non-alcoholic beverage industry. It was incorporated in Delaware in 1919, and is currently listed at the New York Stock Exchange (Coca-Cola Company 2011). The core business activities of the firm are production and distribution of soft drinks and concentrates. The Coca-Cola Company has achieved organic growth since its inception, thereby joining overseas markets in Asia, Latin America, Africa, and China among other regions. Overall, the company operates in 200 countries in the world. Despite these achievements, the company has also faced challenges in terms of negative publicity due to the quality of its products and its operations in various markets. The objective of this paper is to analyze the Coca-Cola Company. Mission Statement The Coca-Cola Company has to identify and to understand the market trends and industry forces that will influence its future operations in order to remain competitive in the next ten years. The firm’s management believes in early preparation for future growth and market changes. Thus, it has formulated a growth blueprint, which is to be achieved by 2020. This blueprint is the roadmap to the desired vision for the company. Achieving this vision involves implementing the firm’s mission. In this regard, the firm’s mission statement is “to refresh the world; to inspire moments of optimism and happiness; and to create value and make a difference” (Coca-Cola Company 2011). The firm intends to refresh the world by selling high quality non-alcoholic beverages in every continent. Additionally, it intends to create value by meeting the needs of the shareholders, the customers, and the communities in which it operates. Products The Coca-Cola Company sells more than 500 non-alcoholic beverage brands. These brands include products such as enhanced water, sparkling beverages, and various types of juices. Additionally, the company produces and sells energy and sports drinks, as well as, ready-to-drink tea and coffee. The company sells “four of the world’s top five non-alcoholic sparkling beverage brands, which include Coca-Cola, Diet Coke, Fanta and Sprite” (Coca-Cola Company 2011). This implies that the firm’s products are very competitive and visible in both local and overseas markets. One factor that improves the competitiveness and the visibility of the firm’s brands is utilization of a strong distribution network. This network consists of multiple distribution channels, which include wholesalers, retailers, independent bottling partners, and company-owned bottling establishments. Apart from beverages, the company also sells concentrates and syrups to bottling and canning companies. Overall, the company manufactures and sells more than 3,500 products (Coca-Cola Company 2011). In 2011, the company launched new brands and products in response to emerging market needs and high competition in most markets. Some of the new products include Nada and Del Valle Limon. The Growth of the Company The Coca-Cola Company is one of the fastest growing firms in the global beverage industry. Its products are available in nearly all countries in the world. In the last three years, the firm’s sales increased by 9.4% (Coca-Cola Company 2011). The company measures the sales volume of its products in terms of unit cases. In 2009, the firm sold 24.4