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ASSIGNMENT DETAILS Program Name Course Code Assignment title/No Due date ADP OL 320 Article Review I February 7, 2012 Course Name Lecturers Name Date submitted Entrepreneurship Vignesh S. February 7, 2012

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Center for SNHU Programs, HELP College of Arts and Technology, Sg Besi, Kuala Lumpur January Semester 2012 OL 320 Entrepreneurship Article Review Assignment Title of article: Source Details:

Asa Candler: The Coca Cola Entrepreneur http://blog.globalbx.com/2009/03/31/asa-candler-the-coca-cola-entrepreneur/

Related Topic Area(s) in Entrepreneurship or General Business:

The Coca Cola

Keywords: (These should be keywords that define the major topics of the article, i.e. if someone were searching a database of articles, and then they would search these keywords, i.e. business, entrepreneurship, finance, derivatives, etc.)
Business, Entrepreneurship, Marketing

Summary: (Overview of ideas expressed in article)

Asa Candler was trained to work hard, and live by the rules of GOD. From an early age, he had a keen sense for business. He was being influenced by his father to be successful as he grew up, which also gave him the basics for entrepreneurial ventures in the future. He was interested in medical field and manufactured patent medicines, was certainly successful at it. Asa Candler was first introduced to a certain headache tonic which made him famous and rich in his time and celebrated following his death on 12th of March, 1929. In 1888, the entrepreneur spent $2,300 for the formula of Coca Cola from John Stith Pemberton, but made him a millionaire before the turn of the 20th Century. He manages to earn millions of dollars with the marketing of the product that took Coca Cola national. Within the pharmaceuticals industry, he believed that his knowledge about advertising and marketing can be applied for a soft drink. If he marketed it in that way rather than as a headache tonic, he predicted the product to be a much bigger success. Asa Candlers entrepreneurial horizons were expanded by investing in property and banking. After all, his success made him to be so respected in the city of Atlanta that he was voted mayor in 1916. During his lifetime, the entrepreneur who was also a great philanthropist made donations of exceed $8 million. Therefore, although he is now long gone, his legacy will undoubtedly live on.

Commentary: (Background info/explanation on topic area discussed)

A brand is a promise to the customer. It simply means that what products or services can give to customers and the offering will be differentiated from the competitors. The brand is derived from who you are, who you want to be and who people perceive you to be. Today, Coca Cola is successfully to be known as the global brand. Asa Candler is the man who introduced Coca Cola to the world makes it recognized in every country of the world. He considered being rank high on the list under the greatest entrepreneurs of the 19th century. There are many structures named after him in Atlanta and also Candler Country. Certainly, Asa Candler has made an impact on his hometown as much as he did on the rest of the world.

Center for SNHU Programs, HELP College of Arts and Technology, Sg Besi, Kuala Lumpur January Semester 2012 OL 320 Entrepreneurship Article Review Assignment

Asa Candler was a successful international entrepreneurship that had expands Coca Cola internationally. I totally agree to McDougall and Oviatt, who define international entrepreneurship as a combination of innovative, proactive and risk-seeking behaviour that crosses or that is compared across national borders and is intended to create value in business organizations (Oviatt, 2005). Besides, profits and competitive pressures are the two main aspects that motivated Asa Candler, the international entrepreneur to go global. Throughout the world, globalization will help Asa Candler to more evenly and effectively distribute and gain access to global resources, thereby increasing firm competitiveness and efficiency on a global level. By searching new markets to sell Coca Cola in, so that Asa Candler able to extend the sales life of Coca Cola and services. Moreover, dependence on the markets that developed by him can be reduce as well. In this case, his potential for expansion and growth can be improve too. Today, the power of advertising is ubiquitous. However, Asa Candler was among the earliest entrepreneurs to aggressively use it (Gunderson, 2009). And from here, we know that he possesses the first mover advantage among the competitors. He doesnt possess a great company name or distinctive logo. In fact, he wasnt an inventor. On the contrary, his greatest achievement was a marketer. As in its first year on the market, it was a fledging five-cent soda fountain drink that only sold approximately nine glasses a day when he purchased control of Coca Cola (Gunderson, 2009). Within 10 years period, Coca Colas advertising budget grew from $100,000 in 1901 till $1 million in 1911 under Candlers watch. The name or Coca Colas brand can be found from calendars, clocks, fans, and even urns (Coca-Cola, 2001). The drinks that sold by pharmacists had apothecary scales emblazoned with the brand. On top of that, he was also being categorized under ultimate promoter, as coupons were gave away for a free glass of Coca Cola and pharmacists who were reluctant to sell the drink the first barrel of syrup were offered free of charge. When those same pharmacists saw all the coupon-wielding customers wandering in, they quickly returned as paying retailers.

External Sources with Related Ideas: (Other articles in which complementary/contradictory ideas surrounding the topic are discussed) 1. Source: Du Boulays bottling is the Bottlers for Coca-Cola, Sprite, Coca-Cola light, Sprite Zero
and Coca-Cola Zero in St Lucia.

Issue discussed and relation to main article:

Gunderson, A. (2009, May 1). How Asa Candler Built Coca-Cola. Retrieved February 7, 2010, from INC: http://www.inc.com/30years/articles/asa-candler.html

2. Source: A master marketer, he grew Coca-Cola into a global giant by lavishing free samples on
pharmacists and consumers, securing the earliest celebrity endorsements, and, yes, zealously guarding that secret formula.

Issue discussed and relation to main article:

Oviatt, B. (2005, September 1). Defining international entrepreneurship and modeling the speed

Center for SNHU Programs, HELP College of Arts and Technology, Sg Besi, Kuala Lumpur January Semester 2012 OL 320 Entrepreneurship Article Review Assignment

of internationalization. Retrieved February 7, 2010, from AllBusiness: http://www.allbusiness.com/management/557273-1.html

3. Source: Coca-Cola. (2001). Retrieved February 1, 2010, from Du Boulay's Bottling:

http://duboulaysbottling.com/Coca-Cola.html

Issue discussed and relation to main article:

Defining international entrepreneurship and modelling the speed of internationalization.