Coca-Cola Tangible Resources Wade and Research Paper

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Intangible Resources

Its key formulas and marques have trademark and patent protection. The Coca-Cola brand itself has been named the world's most valuable brand with a value over $71 billion (Interbrand, 2011). On the balance sheet, intangibles are recorded at $15.4 billion. The company has strong relationships with Coca-Cola Bottlers (a separate company) and with a vast network of contract producers and distributors around the world. The company interacts with retailers through their distributors, so these relationships have significant value that is not normally reflected on the balance sheet. Goodwill accrues when a firm is acquired, and is valued at $12.2 billion.

Coca-Cola's reputation is generally strong, the company having avoided major ethical scandals and boasting an exceptional business track record. The corporate culture at Coca-Cola is supportive of innovation "our shared passion is transforming Coca-Cola" (Coca-Cola, 2012), and this attracts top talent to the company and allows the company to continue on a growth trajectory despite operating in primarily mature businesses.

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Coca-Cola uses its resources well. The company's size, brand power and reputation allow it to gain market access for new products, to have a strong innovation pipeline, and to have the financial capability to take advantage of whatever opportunities may arise in the external environment.

Distinctive Competencies

Coca-Cola utilizes a geographic architecture, with units based on geography. Within each geographic unit, there may be multiple product-based units as well. This allows the company to serve almost every market in the world, and to do so with saturation-level distribution. This also allows for Coca-Cola to develop products to suit each local market, but.....

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