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The purpose of this essay is to discuss how Coca-Cola generates sustainable competitive advantage by drawing on their Resources and Capabilities within the company. I pass on discuss on the theoretical area, draw on secondary explore 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 guild (Coca-Cola), founded in 1886 and based in Atlanta Georgia, is the worlds trail soft drinkable manufacturer who operates in more than 200 countries and produces cd brands of non-alcoholic beverages. Coca-Cola is very successful and recognized around the world, making the company the near valuable brand internationally. Coca-Cola has been operating through eight segments, which are Africa, tocopherol, sec Asia and Pacific Rim, European Union, Latin America, North America, North Asia, Eurasia and Middle East (The Coca-Cola Company, 2006). The activities of Coca-Cola sp reads 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 windlessness beverages that overwhelms 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 twinned 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 bran ds to businesses and institutions. Also, the Outbound Logistic department stick out in the duty of impressive shipping processes in providing a fast-flying delivery, reduces damages, efficient finished goods warehousing processes, shipping of goods in large weed sizes to minimize transportation costs and quality material handling equipment to improver order picking. Lastly, the marketing and sales department of Coca-Cola are greatly prompt and capable sales force, innovative tactics to promotion and advertising, selection of the result fitting distribution channels, accurate identification of customer segments and needs and effective pricing strategies. (171)