Today, as everything is becoming global in Business-to-Business organisations, the only thing companies have to focus is on the relationship. To maintain relationship is becoming more and more difficult and organisations are finding it difficult to sustain.In this research I tried to understand the impact of relationship marketing strategy into the beverage industry i.e. Coca cola Ltd. Relationship marketing is the approach that involves cultivation and nurturing a strong relationship with the customers. Relationship Marketing RM is a methodology of delivering efficient after-sales service. An examination of firm's both internal and external partners the aspects of firms that are being changed, and the actions, reactions and interactions of interested parties are important. The main purpose of this report is to explain the importance of Relationship in business to business organisations. I have tried to explain how multinational company like Coca cola is maintaining relationship with its key suppliers and business customers.
�Coca Cola�was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia in May, 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Since then they expanded their business throughout the world by a program of organic and acquisition led growth. The Coca-Cola Company is headquartered in Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Its current chairman and CEO is Muhtar Kent. The Coca Cola Company is the world's largest beverage selling company refreshing consumers with nearly 500 sparkling and still brands. Along with the coca cola, recognized as the world `s most valuable brand, the Company's portfolio includes 12 other million dollar brands, including diet coke, sprite , Fanta, coca cola zero, vitamin water, powerade, minute maid, and Georgia coffee. Globally coca cola is the no.1 provider of the sparkling beverages, juices and water, sports and energy drinks and ready to drink teas and coffees. Company has their customers in more than 200 countries enjoy the company's beverages at the rate of nearly 1.6 billion serving per day. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending...