Internship Report

Name of the organization

Coca Cola Beverages Pakistan Ltd (CCBPL)

Name: Imtiaz Ahmad

Roll No. BBAML-16-04

BZU BAHADUR SUB CAMPUS LAYYAH

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 Dedication
“I dedicate this Internship Report to my Parents, Teachers and to each person who
coordinated with me”. Because;Whatever I am it’s because of my parents.My teachers
made me eligible enough to face different challenges and win those challenges.Last but not
least coordinated persons, who supported me lot and contribute their full efforts to make
this project possible.

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 Acknowledgement
First of all I am thankful to Almighty Allah, the Beneficent, the Merciful, for giving me so much
strength and strength to work on this project and Complete it successfully. I would like to
express my gratefulness to all my teachers especially for giving me kind guidance and providing
me a chance to work on this project right through from the start of my courses. I am also thankful
to all Coca-Cola Sales and Marketing and training staff for their valuable suggestions, gentle
supervision and encouragement throughout my internship.

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 Executive summary
Coca Cola Company is the top ranked beverage producing company of the world. Coca-Cola
was invented in 1886 by Dr John H. Pemberton. In 1945 Coca-Cola was established as a global
brand. Coca-Cola is the world’s most diverse company, doing business in close to 200 countries.
Coca Cola was introduced in Pakistan in 1953. At present, CCBPL owns 6 bottling plants and 11
Sales Centers in major cities of Pakistan.The whole journey from the beginning to completion of
my internship under with I made the project on the most popular company in soft drink industry
the Coca-Cola beverages Pvt. Ltd. was a great experience and learning. It taught me how to
merge theoretical and practical fundamental of Marketing Distribution and Sales etc.

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 Table of Content
Dedication ..................................................................................................................................................... 2
Acknowledgement ........................................................................................................................................ 3
Executive summary ....................................................................................................................................... 4
Beverage Industry in Pakistan ...................................................................................................................... 6
Introduction of Coca-Cola ............................................................................................................................ 7
Objective ....................................................................................................................................................... 7
Bottlers System ............................................................................................................................................. 8
Brands of “The coca-cola Company” ........................................................................................................... 9
CCBPL units in Pakistan ............................................................................................................................ 10
CCBPL Vision ............................................................................................................................................ 10
Mission of CCBPL...................................................................................................................................... 10
CCBPL Values ............................................................................................................................................ 10
Data Flow Diagram ..................................................................................................................................... 11
Departments ................................................................................................................................................ 12
Production Process ...................................................................................................................................... 14
SWOT Analysis .......................................................................................................................................... 17
PEST Analysis ............................................................................................................................................ 19
Applications of Class Room Learning ........................................................................................................ 20
Conclusion .................................................................................................................................................. 21
Suggestions for Further Improvement ........................................................................................................ 21
Reference & Sources................................................................................................................................... 22

Beverage Industry in Pakistan

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Beverage Industry in Pakistan
The beverage industry of Pakistan has become a play ground for many firms like Coke, Pepsi,
RC Cola, Amrat Cola, Gourmet Cola and many others newly introduced local companies. But
only two companies share most of the market share, Pepsi and Coke. These two companies
jointly are enjoying a market share of more than 90%. But still a very huge share of this market
is still uncovered. But in covered areas, it can be said both the dominant companies are facing
very stiff competition from each one another.
The newly introduced brands are still disabling to find a stable position yet and still most of them
are not considered as real competitors of these two players on any base, product quality,
availability, visibility or promotion.
The positioning of these two well-known brands is almost same. A huge part of the market is
still unable to differentiate between these two products and they are considered as perfect
substitute of one another. On the other hand the other new brands like Gourmat Cola, Amrat
Cola, Double Cola, and Makkah Cola etc. are still considered as inferior on basis of quality. This
is one of the reasons why these brands are still unable to create their market and capture the share
of these two giants of the industry.
The religious campaigns against these two brands that were carried on by some of the religious
groups in near-past acted as a break-through for these newly introduced brands but they could
not make the best use of this opportunity and therefore they are still struggling in the market. But
it cannot be said that these campaigns were wholly failed and could not disturb the business of
these two firms. A negative image of Pepsi has created in minds of some religious people dew to
its affiliation with Israel.
So, it can be said that there are only two main competitors in this industry in Pakistan like most
of the other countries of the world. But the statistics of this industry are very much different in
this market from most of the other countries. Coca Cola is unlikely not the biggest player and
Pepsi is having a very clear lead as it is having in most of the South Asian countries. Pepsi is
claiming a market share of about 60% of the total market; on the other hand Coke is claiming a
market share of about 37% to 40%. And both the competitors are also claiming that their market
share is increasing rapidly.

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Introduction of Coca-Cola
The Coca-Cola Company is the world’s largest beverage company, The Coca-Cola Company
markets four of the world’s top-five soft-drink brands—Coca-Cola, diet Coke, Sprite and Fanta.
And now currently the company has offered two new products in this market, Sprite 3G and
Fanta Citrus. Sprite 3G is doing its business successfully and meeting the expectations of the
management by capturing market share of “Dew” quickly but on the other hand the second
newly introduced product is not meeting the expectations and still struggling to find out a proper
place in the market but it is expected that the company may stop its production of this product in
near future. Their beverage offerings encompass nearly 400 brands, including coffees and teas,
juices and juice drinks, sports drinks and waters as well as carbonated soft drinks. With
operations in more than 200 countries, they have a diverse workforce of approximately 50,000
individuals. Together with their subsidiaries and bottling partners, they strive to be an integral
and contributing member of each of the communities where they operate.
The Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of
nonalcoholic beverage concentrates and syrups, with world headquarters in Atlanta, Georgia.
The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups,
concentrates and beverage bases for Coca-Cola, the Company's flagship brand, and over 230
other Company soft-drink brands are manufactured and sold by The Coca-Cola Company and its
subsidiaries in nearly 200 countries around the world.
By contract with The Coca-Cola Company or its local subsidiaries, local businesses are
authorized to bottle and sell Company soft drinks within certain territorial boundaries and under
conditions that ensure the highest standards of quality and uniformity.

Objective
The ultimate objectives of their business strategy are to increase volume, expand their share of
worldwide nonalcoholic ready-to-drink beverage sales, maximize their long-term cash flows,
create economic-value-added by improving economic profit and creating such an image of the
company that the consumers start differentiating their product from other competitors.

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The Coca-Cola system has more than 16 million customers around the world that sell or serve
their products directly to consumers. They keenly focus on enhancing value for these customers
and helping them grow their beverage businesses. They strive to understand each customer's
business and needs, whether that customer is a sophisticated retailer in a developed market or a
kiosk owner in an emerging market.
There are nearly six billion people in the world who are potential consumers of their Company's
products.
Their success in achieving their mission depends on their ability to satisfy more of their beverage
consumption demands and their ability to add value for their customers. They achieve this when
they place the right products in the right markets at the right time.
Ultimately, their basic task to perform in a market like Pakistan should be to confirm the
availability the products all over the country because it is observed that one of the main reason of
low market share of this brand in Pakistan is unavailability of the products in most of the areas.
Bottlers System
One of The Coca-Cola Company's greatest strengths lies in its ability to conduct business on a
global scale while maintaining a local approach. At the heart of this approach is the bottler
system.
Their Company has business relationships with three types of bottlers:
1. Independently owned bottlers, in which they have no ownership interest;
2. Bottlers in which they have invested and have a no controlling ownership interest; and
3. Bottlers in which they have invested and have a controlling ownership interest.
During 1999, independently owned bottling operations produced and distributed approximately
27 percent of our worldwide unit case volume. Bottlers in which they own a no controlling
ownership interest produced and distributed approximately 58 percent of our 1999 worldwide
unit case volume. Controlled bottling and fountain operations produced and distributed
approximately 15 percent.
They view certain bottling operations in which they have a no controlling ownership interest as
key or anchor bottlers due to their level of responsibility and performance. The strong
commitment of both key and anchor bottlers to their own profitable volume growth help them
meet their strategic goals and further the interests of their worldwide production, distribution and
marketing systems. These bottlers tend to be large and geographically diverse, with strong

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financial resources for long-term investment and strong management resources. These bottlers
give them strategic business partners on every major continent.
Brands of “The coca-cola Company”
The Coca-Cola Company is the world’s largest beverage company. The Coca-Cola Company
markets four of the world’s top-five soft-drink brands—Coca-Cola, diet Coke, Sprite and Fanta.
Their beverage offerings encompass nearly 400 brands, including coffees and teas, juices and
juice drinks, sports drinks and waters as well as carbonated soft drinks with operations in more
than 200 countries. The products of The Coca-Cola Company touch lives everywhere. Their core
brands have made an impact around the world; brands such as Fanta, Sprite and off course,
Coca-Cola, are available and recognized in many countries. Each of their other brands is
distributed in one or more countries, and is tailored to the cultures and tastes of those consumers.
So wherever you are, you're sure to find a Coca-Cola product to enjoy.
The main product range is as fellows:
● Coca-Cola classic
● Diet coke
● Cherry coke
● Diet cherry coke
● Minute maid orange
● Minute maid Mango
● Minute maid Pulpy
● Sprite
● Sprite 3G
● Fanta
Introduction to Coca-cola beverages Pakistan Limited (CCBPL)
Coca Cola is being produced and sold in most of the countries of the world. For better control,
world is divided into various regions. Pakistan is the part of South West Region. South West
Asia region includes:
Pakistan, India, Philippines, Thailand, Hong Kong, Burma, Maldives.Coca-Cola beverages
Pakistan limited (CCBPL) is responsible for all operations about production and sale of coca-
cola brands in Pakistan.

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CCBPL units in Pakistan
There are eight units in Pakistan for production and selling of coca-cola brands. These units are
situated in eight cities of Pakistan.
● Karachi
● Rahim Yar Khan
● Multan
● Lahore
● Faisalabad
● Gujranwala
● Rawalpindi
● Peshawar
But some of these plants are currently not operating these days. For example, the Peshawar plant
could not start its operations after the take over of the company in 1990 because it was working
under too much burdens of debts in the past and it was declared insolvent. Therefore, it was not
profitable for the company to pay all the debts and start operations again.

CCBPL Vision
CCBPL vision is to have a strong, dominant and profitable business in Pakistan.

Mission of CCBPL
CCBPL mission is to create value for our shareholders. They are committed to
● Building preference & market leadership for their brands
● Achieve quality excellence and serve their customers with quality products
● Maximizing profits
● Developing their people
● Optimum utilization of assets
CCBPL Values
● CCBPL give value and respect to their people
● They communicate openly
● They have integrity
● They are committed to winning.

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Data Flow Diagram

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Departments
Sale & Marketing Department
On the whole sales and marketing department is consisting of thirty-seven (37) employees and
three MROs that are working on daily wages basis. It is mentioned in the organ gram of the
CCBPL, Lahore Plant Mr. Arslan is the Head of the department. He is a competent person in the
field of marketing but now he has left the organization and joined a research organization as a
manager of whole Gulf countries and now the position of Sales and Marketing Manager is still to
be occupied by someone else. You may able to better understand the structure of Sales and
Marketing Department of CCBPL.
Sale & Marketing Manager
Mr. Arslan is the head of the Sales and Marketing Department of HW Traders. He is a very
competent person. His responsibilities are to co-ordinate the activities of sales department and of
Marketing Department. He assists the regional sales managers for the sale in their regions. And
also assist marketing manager for running the marketing activities smoothly. He used to perform
his responsibilities by maintaining a well-balanced formal and informal relationship with his
subordinates. He was also having a sufficient record of each employee of his department.
Finance Department
Finance Department is responsible for proper flow of cash and for the controlling of financial
assets of the organization. The budget is allocated by TCCEC (The Coca-Cola Export
Corporation) for the period of month or two and finance manager of TCCEC of and on
Accounts Department Operations
Accounts Department perform verity of function these includes
● Preparation of monthly quarterly and annually financial performance.
● Handling payables against purchases of raw material, store and spares and services.
● Preparation of organization budget.
● Keeping record of fixed assets.
● Preparation of RFA, s Capex (Request for Authorization) to capitalized Assets.
● Preparation of daily base Bank Reconciliation.
● Keeping store inventory.
● Preparing monthly Budget monitoring report.
● Keeping Insurance record and pursuing insurance claim.

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● Submitting weekly Income tax challan to Income tax Office to deducted vendor’s
payments. and keeping tax record.
● Submitting every month Employees tax challan to Income tax Officer to deduct from
Employees Salaries.
● Verification of salary prepared by Human Resource Department.
● Costing and viability of all the products.
● Keeping check and balance / internal control in all financial transaction.
● Coordinate in conduct of statutory audit.
Transaction Procedure
Every voucher has some distinct number, debit and credit Ledger Account number and amount
to be debited or credited against each Ledger Account number. Particular voucher cannot be
saved unless debit amount and credit amount becomes equal. After saving transaction voucher is
printer, support is attached and signed by the preparing person. This voucher is forwarded to next
signatories for checking and approval. After checking and approval voucher is posted by a
simple authorized click.
2- Report Extraction Stage
General Ledger are instantly updated after posting, however trial balance is updated after
periodical monthly processing General Ledger, Sub Ledger, Trial Balance are generated at report
extraction stages.
3- Advance Reporting Level
Balance Sheet, Trial Balance, Cash flow Statement, Statement of Changes In Equity is generated
at advance report stages.
Inventory Management System Software
Inventory System is used in handling of store spares and raw material. Store issues and inventory
cost is booked with Weighted Average system. This system is used to prepare item wise detail
along with cost of relevant item in different scenarios. Following reports are commonly used.
Item wise consumption
Period range (From To)
Code of Item Description of Items Cost of items
Total …………
Item wise Stock

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Time (At Date)
Code Of Item Description of Items Cost of items ………
Total …………
Cost Centre wise consumption
Period (From To) Cost Centre …………..
Code of Item Description of Items Cost of items
Total ……….....
Technical Department
Technical department consists of three major divisions;
· Production
· Quality Control
· Maintenance
On the whole there are thirty-five permanent employees working in the Technical or Production
department. And also number of daily wagers is also working in the department. There are
number of processes takes place in Technical department like washing of empty bottles,
preparation of syrup, chilling and filling plant. That is purely a technical department most of the
employees in the department are technical and others are operative people. The structure of
Technical or Production Department is given on next page.
There is also two Shift Chemists separate for day and night shifts. There is a lab in the
production department, which is responsible for the assurance of proper quantity of sugar, syrup,
waters in each bottle after every 500 regular bottles they check one bottle for the assurance.
Mr. Malik Jaffer is the manager of the technical department.
Production of this plant is about 600 cases per hour but number of hours worked used to change
depending on the season. Normally two shifts are used for production. In normal or down season,
duration of shift is reduced to 8 hours but in peak season this duration is increased to 12 hours to
meet the demand of the market.

Production Process
The environment of the production hall is very clean unlike of other players of the industry.
In Lahore plant, there are two lines of production in which all the products can be produced by
making an adjustment in syrup and concentrate.

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Production process starts with washers where all the bottles are washed before filling.
In washer 24 bottles are entered in a row at a time and the washer is capable of containing 300
cases at a time.
This washer consists of 3 tanks:
Tank 1: Caustic 1 to 1.5%
Temperature 45 to 85 centigrade
Tank 2: Caustic 3 to 4%
Temperature 65 to 75 centigrade
Stabilon 0.4 to0.5%
Tank 3: Cold water and air
Below 0 centigrade
Due to too many fluctuations in temperature, all the germs are killed and removed. After this
some light men inspect all the bottles. These people are performing jobs for maximum of 20
minutes at a time then a next pair comes in their place and so on.
Next step is of mixing the syrup and water and filling them in bottles. For this purpose water is
obtained from a depth of more than 510 ft. Carbo Cooler is used for mixing the syrup and water
and then bottles are filled. After filling and marking date and time of production light men again
check bottles.
Three light men are working in the plant and their duties are given below:
First -----check brand, breakage and dirtiness.
Second---check cleanliness.
Third ---- level of liquid after production.
Due to such an effective system of quality controlling, plant is certified by ISO. The more
important certificate is TCCQS (The Coca Cola Quality System), which is awarded by the
company itself to a limited number of plants. It is given to only 65 plants out of 1000units and
Multan plant is one of them.
The last function of maintenance is performed in down season of November, December or
January by shutting down the plant for 15 to 30 days depending on the situation. According to
production department, current capacity is sufficient to meet the increasing demand by 2009 but
after that there will be a need for expansion.

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Purchase Department
The responsibility of Purchase Department is to purchase every sort of requirements of different
department but they are not responsible for some technical requirement like TCCEC or shipping
department itself manages empty. The work procedure of purchase department is like that if a
department wants to purchase any thing he will prepare a purchase requisition on this requisition the
signature of departmental head, TGM and of Financial Manager is necessary. Then this requisition
will sent to the Purchase department where they prepare a work order and give one copy of this work
order to the shopkeeper who is producing the product on credit and one copy will sent to concerned
department and one will remain in the purchase department to receive the amount of that work
vendor should contact to the finance department for the payment or for the check with the slip of
work order.
HRIR Department
The responsibility of HRIR department in Coca-Cola Beverages Pakistan Limited, Lahore Plant
is the administration of all sort of formal and informal activities. In formal activities the
maintenance of attendance sheet of daily wagers, which is then shifted to the finance department
where they made salaries for these employees on the basis of there attendance at the end of the
week or month. For that purpose there are gate keepers who are also responsible for the issuance
of entry cards to the visitors and they maintain the record when an employee comes in the
factory and when he leaves either he is on official duty or going out for his private work.
On the whole HRIR Department is consisting of eleven employees. The structure of
Administration Department is given on next Page
This department also maintains attendance record .The automatic thumb machine is used for
attendance for permanent employees. And attendance is sent to TGM after to 20 minutes, so that
he becomes able to take some corrective actions against regular late comers.
Logistics Department
Logistic department is basically the combination of two departments. These are:
● Fleet Department
● Shipping department.
The whole transports and vehicles are arranged and maintained by Fleet department. And
shipping department is responsible for the maintenance of inventory of empty bottles. On the

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whole logistic department is consists of 27 permanent employees. And rest of the employees
work on daily wages.
SWOT Analysis
SWOT analysis enables us to find out a better way of utilizing the strengths of an organization to
get maximum benefits of the opportunities available in the industry and it also helps in dealing
with threats that may adversely affect the business of the firm in future. So, the policy of any
firm should be to focus on strengths to get better results from opportunities, deal with threats by
using your strengths and try to convert your weaknesses in your strengths. According to my
limited analysis of the company, following are the strengths, weaknesses, opportunities and
threats for the Coca Cola:
Strengths
● One of the main strengths of CCBPL is the financial strength of the company because it
is supported and controlled by Coca Cola International. Therefore, unlike past, now they can
start any long term project without concerning too much about finances available.
● Coca Cola is enjoying a positive image in the minds of the consumers. They normally
think that it is better in quality as compare to other competitors available in the market.
● Better workforce is strength of the company. Due to better availability of finance they
can hire quality workforce and get better results.
● Established Nation-wide infrastructure is helping the organization to increase the sales
volume of the company.
● CCBPL has up to date technology in its production. As coca-cola company claims that
they are very sensitive about hygienic conditions, so that’s why they using up to date technology
to achieve this objective.
● Another strength of the brand is the quality that they are offering to customers.
● Another important strength of CCBPL is the working environment that they are offering
to their employees. Due to this environment, the employees that are working here are loyal to the
organization and it is resulting in improving the motivation level of the employees, which in the
end results in high productivity and better performance.

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Weaknesses
● The major weakness of the company is its distribution channel. It is one of the main
reasons of its slow progress and low market share in this market. Due to lack of availability of
the products and less differentiation from competitors, it has become very difficult to capture a
big market share.
● The company is also lacking in utilization of the resources, especially in Multan plant.
People are having various facilities but they don’t know their best use. For example, people
working in fleet department don’t know to make the best use of Fleet Management System and
usually performing tasks in very difficult manner manually that can be easily performed by using
FMS.
Opportunities
● The best opportunity for CCBPL is to increase market share through increasing the
availability of the products in the market.
● The company can also produce better results by creating awareness in the society about
the quality of the products they are offering.
● The successful introduction of Sprite 3G has proved that greater market share can be
captured by introducing some new products. So, the company should introduce some of the
products that are running successfully in other markets but are not available in Pakistan.
● A huge part of the market is still waiting for first entry. Coca Cola can gat the advantage
of first entry if it focus on such areas.
Threats
● High production capacity of the main competitor is a threat for Coke, because they are
having a better chance to increase the production and availability of the products and further
increase the market share.
● The local manufacturers can also disturb the market share due to their low price
offerings.

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PEST Analysis
Pest Analysis is basically an environmental analysis which covers these four dimensions of
environment.
Political
As far as political environment is concerned company is very worried about it. Pakistan is not a
political stable country. Even after the18 February election political environment is still not
friendly for business. Coca Cola Company cannot heavily invest in the Pakistani market due to
this factor.
Economical
As far as the economic conditions are concerned they are also not favorable the purchasing
power of people is decreasing due to high inflation and there is a threat that this condition may
directly hit the sales of the company.
Social
Due to its American origin people in Pakistan have a little bit cultural clash with the coca cola
company specially after Iran and Iraq war but the participation of company in social
responsibilities is appreciating which have build a good reputation in the market.
Technological
Market of Pakistan is passing through a technological revolution which provides opportunity to
all the industries to modify their process. For example if the Coca cola Company would start
selling its beverages through automatic vending machines it would be a healthy change for the
company and the market.

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Applications of Class Room Learning
I saw some practical application of some class room learning. I saw most of knowledge
application in Trade finance department, Credit Administration and Credit marketing. Operation
department had less knowledge application.
At Trade Finance Department, I got a lot of practical exposure of studying International Finance.
Since this department mostly deals with imports and exports, I saw the processing of letter of
credit and the documents needed for imports and exports. Customers were coming for the
purpose of their business and they were informed about the rules and regulation for importing
and exporting. Letter of guarantees were also issued by the department.
At the Credit Department, my practical learning was excellent. At this department, the loans are
to be disbursed. So for this purpose a complete interview with borrower is conducted and
borrower is asked about its financial strength then a CLP is made. Loan is disbursed after the
complete study of financial reports such as balance sheet and income statement. Making of
installments, interest charging and calculation and others all were practically performed at the
department. Strategic planning and quality control are two processes that empower managers by
providing vehicle for iteratively monitoring and modifying performance in order to achieve a
desired level of performance. In my view strategic planning and quality control are interrelated
processes. Strategic planning is an effort to produce fundamental decisions and actions that shape
and guide what an organization is, and what it does. This is accomplished by setting or changing
organizational objectives, identifying and obtaining the resources required to meet these
objectives, and determining the strategies, programs, and policies needed to accomplish the
objectives. Quality control can be defined as a set of activities or devices that help to attain the
excellence of something. It is a process of establishing standards of comparison against which to
check the results of a process. The control of quality is accomplished by the establishment of
measurable standards for comparison against measures of quality characteristics. Quality
characteristics are any properties that define or describe the nature of a product.

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 Conclusion
The conclusion is that Coke now develops a good image in the market. Although there is a tough
competition in the market, but Coke is continuously going on its way to prosperity. And also
build up a good image in the mind of its customers. This is all due the company’s high quality
products & services As I have studied and analyzed Coke I found out that this a good bank as its
working, management is concerned.First of all the reason of this is that there is no directive style
in the management of
Coke and which shows that there is decentralization in the company and every branch manager
can take decision according to the situation.good care of their customers. coke made heavy
investments, towards enhancing its capabilities in the area of automation and technology.Coke is
well positioned to meet client needs, with improved competitive advantage

Suggestions for Further Improvement

While working in this organization, I got a lot of practical knowledge and experience of working
in Accounts Department. During this whole period, I found that following improvements can
further enhance the performance of the organization.

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 Reference & Sources
www.google.com
www.coke.com.pk
http://www.bop.com.pk/uploads/FCG/docs/Annual%20Report%202013_1.pdf
www.wikipedia.com

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