Part 1- Internal/External Fit Introduction Established in 1886, the Coca Cola Company functions in more than 200 countries & marketplaces more than 500 brands & 3, 300 drink products. The Coca Cola Company points out its functions system this way. "We have been a global business that functions on an area scale in every community we conduct business" The company believes its strengths lie in their capability to have a global reach & at the same time have an area focus. The company has more than 300 bottling partners worldwide. The Coca Cola Company manufacturers & markets concentrates, drink bases & syrups to bottling procedures; owns the brands; & is accountable for consumer brand marketing initiatives.