A Coke is a Coke is a Coke no matter where on the planet you drink it.. But a Coke Light can be a Diet Coke and a Mellow Yellow can be a Lychee Mello. Fanta is a dozen different things-Peach in Botswana, passion fruit (what else?) in France, and flower-flavored in Japan (huh?)Other countries have their own flavors.-only ltaly can pour a Beverly. (and some travelers who've tried it are just fine with that
That little quote lifted from Coca-Cola's home page on the lnter-net (www.cocacola.com) describes the global dimension of the U.S.-based company-one of the top brands in the world. However, Coca-Cola, for all its success around the world, entered the twenty-first century with some serious problems. After years of annual increases in earnings of at least 15 percent. 1998 was a very bad year. In the fourth quarter, earnings fell 27 percent from their level in the fourth quarter of 1997. For the year, operating income fell 1 percent compared with 1997, and operating revenues…(생략)
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7년과 비교하여 수입이 1% 하락하고 수익은 188억1300만불이고 1997년은 188억6800만불 이었다. 1998년 의 수익은 평탄했다.𠎝년 $1.64에서 1998년은 $1.42로 수익비율은 떨어져 자본비율이 39.5%에서 30.2%로 하락하였다. 마침내, 코카콜라의 1999년 3사분기의 수익은 98년에 비해 11% 하락하였고 이는 5분기 연속적으로 회사의 적자를 보았다 .
이 문제 원인은 무엇이고, 코카콜라의 재정상태의 발표를 전세계의 투자자들은 어떤 반응을 보일까?