The Use of Technology by the Coca-Cola Company

Subject: Case Studies
Pages: 1
Words: 333
Reading time:
2 min
Study level: Master

Coca-Cola is a beverage company that has attained substantial growth over the past 120 years. Like any other company, Coca-Cola aims to extend its profits while sustaining significant growth in the beverage industry. As the company’s mission states, it seeks to refresh the world, inspire happiness, create value, and make a difference in places people live (Chua et al., 2020). The core strategy used is the “Coca-Cola system.” This system operates in a distinguishable way whereby the company utilizes bottling partners to create and market the beverage rather than the company advertising directly (Abbasi, 2017). The company produces concentrates, syrups, and bases and distributes them to the bottling companies, but it maintains brand ownership.

As a company, Coca-Cola embraces the use of technology to improve its status. The company more often rebrands to keep its sales high. Coca-Cola has harnessed the new technology brought along with the green movement and the freestyle dispenser. Coca-Cola came up with the idea of greener bottles and packaging in 2009 (Marr, 2019). This helped the company produce a vast number of its products with less petroleum being used. The freestyle dispenser was rolled out to allow the consumers to choose their beverage from various combinations (Likens, 2020). Freestyle technology helps collect information on the customers’ drinks of choice and relays the data to the company as market research.

The use of technology has impacted the company positively and negatively. Through technology, Coca-Cola increased its reach to enormous consumers (Fortune, 2017). Technology increased the speed to access the market and flexibility to adapt to the fluctuations in the market. Despite the advantage technology brought, it led to increased competition as it is also available to other competitors. The sharing of technology has led to homogenization as other companies produce similar products. Coca-Cola has been marked for unethical conduct in its operation. Her code of advertisement and production has led to climate change and environmental pollution. Coca-Cola has been accused of irresponsible marketing and the use of controversial technologies.


Abbasi, H. (2017). Marketing strategies of Coke: An overview. Kaav International Journal of Economics, Commerce & Business Management, 4, 194-199.

Chua, J. Y., Kee, D. M. H., Alhamlan, H. A., Lim, P. Y., Lim, Q. Y., Lim, X. Y., & Singh, N. (2020). Challenges and solutions: A case study of Coca-Cola company. Journal of the Community Development in Asia, 3(2), 43-54. Web.

Fortune (2017). These tech trends are set to have the biggest impact on businesses. Web.

Marr, B. (2019) The 7 Biggest Technology Trends In 2020 Everyone Must Get Ready for Now. Web.

Likens, S. (2020). Infographic: Six emerging technology trends changing our world. Web.