Imran farooq

Bilal ali
Zaffar malik
shahnawaz

OBJECTIVES
To know the core values, vision and
mission
To understand the internal and external
environment in which Coca Cola operates.
To understand the future prospects of
different products

To identify and characterize the different

growth strategies used by Coca Cola
To know about the Coca-Cola Companys
strategies management process

COMPANY OVERVIEW
Type

Soft Drink (Cola)

Manufacturer

The Coca- Cola Company

Founder (s)

John S. Pemberton

Country of Origin

United States

Introduced

1886

Area Served

Over 200 countries

Flavors

Cola, Cola Green Tea, Cola Lemon,

Cola Lemon Lime, Cola Lime, Cola
Orange and Cola Raspberry.

Employees

92,400

Servings per Day

1.6 Billion

 Coca-Cola was first sold to the public

in Atlanta at Jacobs Pharmacy
Only 9 servings of the soft drink
were sold each day
Sales for the first year were only $50
Today it has 3000 brands-200 nations

VISION
People: Be a great place to work where people are inspired to be the
best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build
and support sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of
our overall responsibilities
Productivity: Be a highly effective, lean and fast-moving organization.

MISSION
To refresh the world in body, mind and spirit
To inspire moments of optimism through our brands and our
actions
To create value and make a difference everywhere we
engage.

VALUES

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well

Coca-Cola Bottles
1894 was the first time Coca-Cola was
bottled
1894- early 1900s

1905-1916

1915- today

EXTERNAL ENVIRONMENT

ENVIRONMEN
TAL
ANALYSIS

LEGAL
ANALYSI
S

POLITICA
L
ANALYSI
S

PESTLE
ANALYSI
S

TECHNOL
OGY
ANLYSIS

ECONOM
IC
ANALYSI
S

SOCIOCULTURA
L
ANALYSIS

INDUSTRY ANALYSIS
The food and beverage industry encompasses harvesting,
processing, milling, packaging, transport and distribution of
products to consumers.
In 1999, the value of food and beverage industry shipments
reached an estimated $487 billion.
The needs that customer might be seeking to satisfy are:
Physiological: the need of special food items
Economic: the need for good value for the price paid
Social: a friendly atmosphere, to express feelings frankly
Psychological: the need for enhancement of selfesteem
Convenience: the desire for someone else to do the work.

PORTERs FIVE FORCES

MODEL
Potential
entrants

Threat of
new entrants
Bargaining power
Industry competitors
of suppliers

Suppliers

Buyers
Rivalry among
existing firms

Threat of
substitutes

Substitute
products

Bargaining power
of buyers

COMPANY ANALYSIS
REVENUE
years

2011

2010

2009

2008

2007

Revenue

46.54B 35.12B 30.99B 31.94B 28.86B

Gross profit
operating
income

28.33B 22.43B 19.90B 20.57B 18.54B

Net income

8.572B 11.81B 6.824B 5.807B 5.981B

10.15B 8.499B 8.231B 8.446B 7.252B

Market Share of
Carbonated Drinks
coca cola

pepsi.co

others

5%

35%
60%

Product Portfolio of CCI

others; 15%

coca cola; 17%

kinley; 10%

sprite; 10%
thums up; 36%
limca; 11%

STRATEGIES

Differentiated Marketing
Customer satisfaction
Endorsement of celebrities
Reasonably priced
Consumer connecting
advertisements
Availability in every local market

Future plans
Increasing the per capita
consumption of its beverages
Expanding its distribution networks
Leading the beverage revolution in
India

COMPETITORS

Competitors Analysis
Competitors: PepsiCo, Parle Agro Products
Pepsi gives tough fight with almost similar
investment, advertisement, Strategies and
Products
Parle resurges with refreshing drinks as Appy
Fizz, Fruity, LMN
PepsiCo also has a snack product line
including Lays, Cheetos and Quaker OATs
PepsiCo provide carbonated drinks, Fruit
Drinks and Packaged Drinking Water.

Comparison of financial
highlights
COMPANY NAME
Profit Margin
Asset Turnover
Return on
Assets
Earning Per
Share

Coca cola

Pepsi.co

33.768046

10.958194

0.577

1.071

19.506218

11.736928

5.12

3.97

Comparison b/w Coke vs.

Pepsi
pepsi; 45%

slice; 20%

cola; 35%

thumsup; 20%

mazza; 80%

mirinda; 25%

fanta; 75%

lemon mirinda; 20%

7up; 25%

sprite; 75%
limca; 80%

Aquafina; 20%
evervess; 50%
kinley; 50%
kinely; 80%

STRATEGIC FORMULATION

STRENGTHS

- Strong brand image

- Financially stable
-Strong distribution
channel
-Heavy promotional
activities
-70% revenue-outside
USA

WEAKNE
SS
-Health care issues.
-Product offering
restricted to beverages
-Inability to launch new
product.

OPPORTUNITIES

- Large domestic
market
-Export potential
-- Alliances and
Merges
THREATS

- Changing consumers
preference
-legal issues
-competition (Pepsi)
-Large number of
substitutes
- Increased prices of
raw materials

BCG MATRIX OF COCA-COLA

HIG
H

Questi
on
Mark

STAR

BUSINESS
GROWTH
RATE
LOW

DO
G

CAS
H
COW

HIGH

LOW
MARKET
SAHRE

CONCLUSION