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The purpose of this essay is to discuss how Coca-Cola generates sustainable competitive profit by drawing on their Resources and Capabilities within the company. I will discuss on the theoretical atomic number 18a, draw on secondary research and apply a real world example. Definitions of each perspective are explained as to make a better understanding of the different types of organizations clearer.The Coca-Cola Company (Coca-Cola), founded in 1886 and based in Atlanta Georgia, is the worlds leading soft drink manufacturer who operates in more than 200 countries and produces 400 brands of non-alcoholic beverages. Coca-Cola is very successful and recognized most the world, making the company the most valuable brand internationally. Coca-Cola has been operating through eight segments, which are Africa, East, South Asia and Pacific Rim, European Union, Latin America, wedlock America, North Asia, Eurasia and Middle East (The Coca-Cola Company, 2006). The activities of Coca-Cola spre ads through all sectors of the soft drink industry. The company offers ready to drink and yet non-alcoholic beverages with carbonation as the carbonated water, flavored water, and the energy drinks. There are still beverages that includes the non-alcoholic beverages and without carbonation which includes the non-carbonated water, flavored water, teas, juice drinks, and the enhanced water. The company is also offering the fountain syrup, concentrates, and syrups, which include the sweeteners and the ingredients. The company sells its finished beverage products to the distributors and the canning and bottling operators, fountain wholesaler, and the distributors. (182)Strategy is concerned with duplicate a firms resources and capabilities to the opportuniti... ...w materials into finished products. The company manufactures the syrups and sells them to partnered bottling companies that package and distributes the final product. Bottlers help sell and promote Coca-Cola brands to busine sses and institutions. Also, the Outbound Logistic department excel in the duty of effective shipping processes in providing a quick delivery, reduces damages, efficient finished goods warehousing processes, shipping of goods in large lot sizes to minimize transferral costs and quality material handling equipment to increase order picking. Lastly, the marketing and sales department of Coca-Cola are greatly motivated and capable sales force, modernistic tactics to promotion and advertising, selection of the utmost fitting distribution channels, accurate identification of customer segments and needs and effective pricing strategies. (171)