TCCC is an amorphous company, although the roots begin at the inception of the Coca-Cola beverage, today the company boasts more than 500 different brands in 200 countries. The company leverages the brands through licensing agreements, international joint ventures, and bottling agreements. However, according to the former chairman of TCCC, Douglas Ivester, the main strength of Coca-Cola Company is its ability to maintain a global position. In the most recent annual report, TCCC has stated that its “objective is to use our formidable assets — brands, financial strength, unrivaled distribution system, global reach, and the talent and strong commitment of our management and associates — to achieve long-term sustainable growth.” TCCC’s “strategic priorities are driving global beverage leadership (through the utilization of) accelerated innovation, leveraging balanced geographic portfolio, and leading the Coca-Cola system for growth.” It seems that the corporate strategy is built around the concept of satisfying global demand and facilitating growth in that context. Coca-Cola’s business strategy has been unchanged for decades.