The Coca-Cola Company

Foster Business Library

Team Librarian Consultation



The Coca-Cola Company


Assignment:    The Coca-Cola Company:   U.S., China, Russia:  marketing for this product in these countries, with economic trends in each country and how they effect Coca-Cola; company and market information for Coca-Cola in each region, including distribution channels, target markets, market share, marketing strategies, use of information technology, etc.   (MKTG 301, 03/04/04)
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Foster Business Library Databases:

    The Foster Business Library offers an extensive collection of business databases on its homepage; see under Business Databases. For more information on the three dozen Foster business databases, click here.   For more information about which of the three dozen Foster business databases to use, click here.   For more information on accessing Foster databases from off campus, click here. For answers to some frequently-asked questions about connecting to UW library databases from off-campus, click here. And, finally, see the UW Libraries' Database Usage Guidelines.

  • Hoovers Online:   Under Business Databases on the Foster Business Library homepage. Hoovers Online offers information about 14,000 public and private companies worldwide, with links to company homepages and annual reports, charts, company capsule, competitors, divisions, earnings, financials, Fortune and Forbes rankings, history, industry information, insider trading, mission statements, news links, press releases, officers, patents, products, SEC filings, splits, subsidiaries, etc.

    See the company fact sheet for the Coca-Cola as well as the longer Company Overview, Products/Operations, and Competitive Landscape. See the list of competitors in the Carbonated Beverages industry. See also the Beverages Industry Overview.

  • Investext:   Investext contains indexing and the full text of company and industry research reports prepared by leading Wall Street firms, as well as regional and international brokerage and financial firms. All reports are in PDF format. (This database is available widely on campus and may be accessed from home via the U.W. connectivity kit or via the Libraries' proxy server.)

    A company search for the ticker symbol KO produced a list of more than 1,600 reports. An industry search for Beverages retrieved over 8,000 reports.

  • Lexis-Nexis Academic:   To find company information, go to Business and then to Company Financial where you can obtain financial and other data for companies. Information is available from twenty different sources (each of which must be searched separately). SEC filings, particularly company 10K annual reports, are a particularly rich source of company as well as industry information. Use your browser's Find command (or Control-F) to locate references to particular terms of interest in 10K filings such as trends, strategy, competitors, industry, etc.

    A search for SEC 10-K reports for KO, for all dates, retrieved over 170 filings (or parts of filings). In the 10K filings, look for references to Marketing, International Operations, Information Technology, China, and Russia.

  • Euromonitor:   This database provides global consumer market information, with demographics, trends and developments, market background, market sizes and forecasts, market shares, key players, and company profiles. This database provides over 1,800 reports with market data and detailed company profiles, including market shares, brand information, company strategy and SWOT analyses of the companies, for many countries. For eight major countries (Australia, China, France, Germany, Japan, South Korea, the United Kingdom and the United States), in-depth industry information is also available. expenditure patterns.

    A search in this database, in titles, for Coca-Cola, produced more than 350 reports as well as reports on the functional and soft drink markets in the U.S.

  • EIU Online:   One of the world's top sources for country intelligence, the Economist Intelligence Unit (EIU) employs 500 analysts who research almost 200 nations. The Foster Business Library provides access to their Country Profiles, Country Reports, Country Commerce, and Country Finance in print editions and this database provides online access to these publications, often in both HTML and PDF formats.

    This is a good database for country economic information; for instance, see the latest monthly Country Reports for China and Russia. For information on companies, products, and countries, go to Viewswires. A search in Viewswires for Coca-Cola and Marketing produced over 300 articles; for Coca-Cola and China, over 130 articles; for Coca-Cola and Russia, 190 articles.

  • Mergent Online:   On the Foster Business Library homepage, listed under Business Databases. Online access to the print edition of the Mergent Manuals, with extensive information on 11,000 U.S. and 17,000 international companies, including financials, stock, properties, joint ventures, annual reports, subsidiaries, S.E.C. filings, etc. For search tips, see About Mergent Online.

    See Coca Cola.

  • Value Line:   Stock information and advice on 1,700 companies, 90 industries, the stock markets and the economy; an online version of the print Value Line Investment Survey. To search for companies or industries, go to the left menu for Look Up Company or Look Up Industry.

    See Coca Cola and Soft Drink Industry.

    CD-ROM database:

  • Mediamark Reporter:     CD-ROM version of Mediamark Research, a tool for market research, with information on demographics, product and brand usage, and advertising media preferences based on survey responses from a sample of over 25,000 consumers in the United States. Print copies of Mediamark Research are available in over 20 volumes in the Foster Business Library reference collection, call number HF5415.3 .M43, dated spring 1998; the online version offers year 2000 data. Search tips for using this database are available by clicking here. Available only on PC #19.

    Demographics of purchasers of various Coca-Cola products may be found under Beverages.

Web Resources:

Foster Business Library Reference Collection:

    The Foster Business Library Reference Collection consists of business handbooks, encyclopedias, dictionaries and other quick reference tools. It is located behind the Reference Desk in the center of the library's first floor. The reference works listed below are arranged according to call number and, since none of these books circulate, they should always be available--except when in use by a library user.

  • International marketing data and statistics.
    Demographic trends and forecasts, economic indicators, labor force, trade, energy, environment, consumer expenditures and market size, and retailing information for the Americas, Asia, Africa and Oceania; companion volume to European marketing data and statistics.
    Foster Business Library Reference, CALL NUMBER: HA42 .I56. 2003.

    See Soft Drink Expenditures on pages 390 and 396 to 397.

  • Statistical abstract of the United States.
    Information about many industries as well as demographic information; check index for references to tables. The sources for each table are often a valuable source of additional information.
    Foster Business Library Reference, CALL NUMBER: HA202 .U56 2002.
    Also available online.

    See Soft Drinks Consumption in table 197 on page 130.

  • European marketing data and statistics.
    Demographic trends and forecasts, economic indicators, labor force, trade, energy, environment, consumer expenditures and market size, and retailing information for European countries.
    Foster Business Library Reference, CALL NUMBER: HA1107 .E87 2002.

    See Soft Drink Expenditures on pages 240 to 243 and pages 246 to 247.

  • Standard & Poor's industry surveys.
    This three-volume set provides 30-page profiles on 52 industries with a focus on the current economic environment, trends, regulation and outlook for each industry. Major companies in each industry are profiled, with references to sources of additional industry information.
    Foster Business Library Reference, CALL NUMBER: HC106.6 .S74 (Quarterly)

    See Foods and Nonalcoholic Beverages, dated June 2003, in volume two; Coca-Cola is one of the companies included in the Comparative Company Analysis at the end of this survey, under Soft Drinks.

  • The ultimate book of business brands.
    This slim paperback covers 50 companies from a brand perspective, with three to six page essays on each company.
    Foster Business Library Reference, CALL NUMBER: HD69 .B7 .C722 2003.

    See Coca-Cola on pages 25 to 30.

  • Encyclopedia of global industries.
    Twelve-page descriptions of 125 global industries, with background and development information, current conditions, industry leaders and further reading.
    Foster Business Library Reference, CALL NUMBER: HD2324 .E53 2003.

    See Soft Drinks and Bottled Water on pages 417 to 432.

  • International directory of company histories.
    Studying the history of leading companies in an industry is a good way to learn more about the history of an industry. This set of more than forty volumes covers over 5,600 company histories worldwide, with each history running just two to four pages; check the company index in the latest volume to locate a specific company history or update as well as any other references to that company in other company histories. There is also an index by industry.
    Foster Business Library Reference, CALL NUMBER: HD2721 .I57

    The history of the Coca-Cola Company is in volume one, on pages 232 to 235, with updates in volume ten, pages 225 to 228, and in volume 32, pages 111 to 116.

  • Market share reporter.
    Annual two-volume compilation of U.S. and world market share data for companies, products and services, arranged by SIC code, and with indexes by product, company and topic.
    Foster Business Library Reference, CALL NUMBER: HF5410 .M35 2005.

    See Beverages in volume one, with soft drinks on pages 137 to 138.

  • U.S. market trends & forecasts.
    This large volume provides an overview and projections for 400 significant industries and their component products or services, arranged alphabetically by industry name. For each product or service, there is a brief indication of the value of the U.S. market in 1998 and the compound U.S. market growth rate from 1993 to 1998 as well as a graph depicting market value in dollars and the growth rate. There is also a brief analysis of the market sectors for the product or service and a description of the market segmentation by volume for 1997, plus U.S. market share and market forecast information.
    Foster Business Library Reference, CALL NUMBER: HF5415.1 .U8 2001.

    See Carbonates, starting on page 529, and Energy and Sports Drinks, starting on page 575.

  • Ad $ summary.
    This two-volume work reports paid advertising expenditures in major media categories for companies and brands in America.
    Foster Business Library Reference, CALL NUMBER: HF5801 .A18 January-December 2001.

    See Coca-Cola in book I, page 206.

  • The Advertising Age encyclopedia of advertising.
    In three volumes, this heavily-illustrated encyclopedia includes profiles of more than 120 ad agencies worldwide, essays on 80 leading agencies, detailed articles on 40 U.S. agencies, biographies of 47 major advertising figures, as well as 160 significant corporate advertisers, brands, and campaigns, 20 essays on market research methods, and 52 essays on advertising tools and operations.
    Foster Business Library Reference, CALL NUMBER: HF5803 .A28 2003.

    See the Coca-Cola Company in volume one, on pages 336 to 341.

  • Red book/Standard directory of advertisers.
    This annual two-volume publication is the most comprehensive source for information on the advertising practices of 24,000 U.S. and Canadian companies spending a minimum of $200,000 on national and regional advertising. Companies may be accessed by 54 business categories or by state, province or city. Entries for companies advertising include SIC codes, business descriptions, statistics, personnel, approximate advertising expenditures, and media. Entries for ad agencies often include the companies and brand names handled and the executive assigned to each account. Volume two includes indexes by product by state or province, by brand name, by SIC code and by personnel. There is also a geographic index volume.
    Foster Business Library Reference, CALL NUMBER: HF5805 .S7 2002 (volume 1: businesses)

    See the Coca-Cola Company on page 273.

  • Company/brand$.
    This two-volume work reports and itemizes all paid advertising space and expenditures in ten major media categories for companies and brands in America, in several hundred consumer and Sunday magazines, in newspapers, outdoor advertising, television, and radio.
    Foster Business Library Reference, CALL NUMBER: HF5813 .U6 .C68 2001.

    See Coca-Colaa in book I, on pages 184 to 185.

  • Encyclopedia of major marketing campaigns.
    This massive 2,000-page reference profiles 500 of the most notable advertising and marketing campaigns of the twentieth century, from Adolph Coor's Zima to Zenith Electronics' The Quality Goes in Before The Name Goes On. Arrangement is by company name and, if the company name is that of a person, by their first name. For each campaign, there is a four-page chapter with an overview, historical content, target market, competition, market strategy and outcome, as well as a few suggestions for further reading.
    Foster Business Library Reference, CALL NUMBER: HF5837 .E53 2000.

    See a series of campaigns for the Coca-Cola Company on pages 322 to 359.

  • Directory of American firms operating in foreign countries.
    This three-volume annual publication lists 2,600 U.S. companies with 35,000 branches, subsidiaries, and affiliates in 190 countries. Volume one lists the firms in alphabetic order, detailing the countries in which the companies operate. The companies section is followed by listings by country, with Albania to Egypt in volume one, El Salvador to Mauritius in volume two, and Mexico to Zimbabwe in volume three.
    Foster Business Library Reference, CALL NUMBER: HG4538 .A1 .D5 2003.

    Volume one lists Coca-Cola among the U.S. companies doing business in foreign countries, on page 106, in China and Russia, among many countries.

  • Mergent industry review.
    Statistical data on 3,000 companies in 137 industries, with rankings, key financial information, operating data and ratios, etc.
    Foster Business Library Reference, CALL NUMBER: HG4961 .M68.

    Coca-Cola may be found in the Soft Drinks industry, on pages 440 to 441, in the August 2003 to January 2004 issue.

  • How products are made.
    This multi-volume illustrated set explains in essay form, in simple terms, how more than 700 products are produced.
    Foster Business Library Reference, CALL NUMBER: TS146 .H67

    See volume two for Soft Drink, on pages 418 to 422.

Foster Business Library Books: Foster Business Library Corporate Annual Reports:

Foster Business Library Articles:

    In addition to the 800 journals in the Foster Business Library Periodicals Collection, the Foster Business Library offers access to 11,000 full text periodical articles through its full text article databases such as: ABI/Inform Global, Factiva, and Lexis-Nexis Academic Universe. These article databases may be found on the Foster Business Library homepage, listed alphabetically under Business Databases.

    Of these three main sources, all but Factiva are available from any computer on the campus network (as well as from home) via the UW Connectivity Kit or via the Libraries' proxy server. The easiest of these databases to use is ABI/Inform Global. For more information about accessing Foster Business Library databases from off campus, click here. For more information about business databases, click here.

  • ABI/Inform Global:

    This database offers full text articles for thousands of scholarly journals, magazines, industry newsletters, and newspapers. To find articles on specific topics, search by word or phrase by keying your search phrase into the search box. ABI/Inform Global includes journals but not national or Washington state newspapers (though the Wall Street Journal is included). It also does not include valuable trade and industry and other periodicals. Your searches will span the widest possible array of publications by expanding your search to all databases in ABI/Inform. To expand your search to include all collections in this database, click on Select multiple databases, to the right of the search box. Click on all of the databases.

    Your search terms will be highlighted in red in each article. For tips on searching this database, click here.

    As an example, a search for CO(Coca-Cola Co), in multiple databases, produced a list of over 9,700 articles, including more than 90< articles in scholarly journals, over 400 magazine articles, over 3,200 articles in trade and industry publications, and 5,800 newspaper articles.

    A search for CO(Coca-Cola Co) and Information Technology produced just 13 articles; for for CO(Coca-Cola Co) and U.S. and Marketing, over 100 articles; for for CO(Coca-Cola Co) and China and Marketing, over 30 articles; for CO(Coca-Cola Co) and Russia and Marketing, just nine articles. In the case of the last search, go to Look For Terms In, under More Search Options, at the bottom of the screen, and change the default to Citation and Article Text, to expand your search throughout the full text of all articles. Doing so increased the number of articles for this search to over 100.

    A search for the subject SUB(Soft Drink Industry) produced almost 8,000 articles but this subject search can be narrowed by a long list of other subjects such as Business Conditions (over 140 articles), Competition (over 600 articles), Market Strategy (over 700 articles), Target Markets (over 200 articles), Trends (over 190 articles), and many more.

Help: