The famous American Coca-Cola Company successfully used technical secrets to protect its products. Although "Coca-Cola" beverage is almost a household name all over the world, the product formula of Coca-Cola is still a mystery to the outside world decades later. In the licensed production process, Coca-Cola Company adopts semi-finished product protection for its formula, that is, it does not provide production technology and formula, but only provides concentrated protoplasm for the licensee to make Coca-Cola finished products. The formula can be protected because Coca-Cola Company combines technical secrets with the protection of trademark exclusive rights. Under the temptation of great commercial value, I believe that countless people have tried to crack the formula of Coca-Cola, or someone has found the ratio, but it is meaningless. As long as the obligee doesn't take the initiative to admit it, the formula will always be a secret, because even if you can produce a beverage similar to Coca-Cola, even if you think it is better than Coca-Cola, it can't be Coca-Cola, but only Pepsi or something else. In 2002, Coca-Cola Company also filed a civil lawsuit against Pepsi-Cola Company, accusing the other party of infringing its patent on carbonated beverage production technology to protect the company's interests. In recent years, consumers' preference began to shift from carbonated drinks to bottled water, tea and functional drinks, which brought great challenges to Coca-Cola Company. For this reason, Coca-Cola has made many big acquisitions around the world to change its backward position in the non-carbonated beverage market. On March 3rd, 2005, Kloc-0, Coca-Cola announced the acquisition of Multon, the second largest beverage factory in Russia and the fifth largest beverage enterprise in the world. A few weeks later, on April 7th, Coca-Cola launched its second big acquisition in Eastern Europe. This time, it acquired Bankia, a Bulgarian beverage company, which is one of the major mineral water producers in Bulgaria. In 2007, Coca-Cola launched another series of acquisitions. On May 25th of that year, Coca-Cola announced that it would acquire Glaceau, a vitamin water manufacturer, for US$ 465,438+billion. A few days later, it bought the British brand Highland Spring, the second largest mineral water producer in the world, for 500 million pounds. This series of actions reflects the company's determination to actively expand the non-carbonated beverage market. On September 3, 2008, Coca-Cola Company announced that it planned to acquire China Huiyuan Juice Group Co., Ltd. listed in Hong Kong for US$ 2.4 billion.
A series of acquisitions and plans can show the change of Coca-Cola's strategy. Undoubtedly, it is beneficial to its development to a certain extent.