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The Coca-Cola Company's mission is to maximize shareholder value over time by creating value for all stakeholders. It does this through comprehensive business strategies guided by six key beliefs, including focusing on consumer demand and being the best marketers. Its ultimate objectives are to increase volume, expand sales of ready-to-drink beverages worldwide, maximize long-term cash flows, and create economic value added by improving economic profit. Coca-Cola has over 1.6 million customers around the world that sell or serve its products directly to consumers, and it focuses on enhancing value for these customers and helping them grow their beverage businesses.
The Coca-Cola Company's mission is to maximize shareholder value over time by creating value for all stakeholders. It does this through comprehensive business strategies guided by six key beliefs, including focusing on consumer demand and being the best marketers. Its ultimate objectives are to increase volume, expand sales of ready-to-drink beverages worldwide, maximize long-term cash flows, and create economic value added by improving economic profit. Coca-Cola has over 1.6 million customers around the world that sell or serve its products directly to consumers, and it focuses on enhancing value for these customers and helping them grow their beverage businesses.
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The Coca-Cola Company's mission is to maximize shareholder value over time by creating value for all stakeholders. It does this through comprehensive business strategies guided by six key beliefs, including focusing on consumer demand and being the best marketers. Its ultimate objectives are to increase volume, expand sales of ready-to-drink beverages worldwide, maximize long-term cash flows, and create economic value added by improving economic profit. Coca-Cola has over 1.6 million customers around the world that sell or serve its products directly to consumers, and it focuses on enhancing value for these customers and helping them grow their beverage businesses.
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Our mission statement is to maximize shareowner value over time.
lr order lo acr|eve lr|s r|ss|or, We rusl creale va|ue lor a|| lre corslra|rls We serve, |rc|ud|rg our corsurers, our cuslorers, our ooll|ers, ard our corrur|l|es. Tre Coca Co|a Corpary creales va|ue oy execul|rg corprerers|ve ous|ress slralegy gu|ded oy s|x |ey oe||els: 1. Consumer demand drives everything we do. 2. Brand Coca Cola is the core oI our business 3. We will serve consumers a broad selection oI the nonalcoholic ready-todrink beverages they want to drink through out the day. 4. We will be the best marketers in the world. 5. We will think and act locally. 6. We will lead as a model corporate citizen. Tre u|l|rale oojecl|ves ol our ous|ress slralegy are lo |rcrease vo|ure, expard our srare ol Wor|dW|de rora|coro||c ready lo dr|r| oeverages sa|es, rax|r|ze our |org- lerr casr l|oWs, ard creale ecoror|c va|ue added oy |rprov|rg ecoror|c prol|l. Tre Coca Co|a sysler ras rore lrar 1 r||||or cuslorers arourd lre Wor|d lral se||s or serves our producls d|recl|y lo corsurers. we |eer|y locus or errarc|rg va|ue lor lrese cuslorers ard re|p|rg lrer groW lre|r oeverage ous|resses. we slr|ve lo urderslard eacr cuslorer's ous|ress ard reeds, Wrelrer lral cuslorer |s a sopr|sl|caled rela||er |r a deve|oped rar|el a ||os| oWrer |r ar ererg|rg rar|el. Trere are rear|y r||||or peop|e |r lre Wor|d Wro are polerl|a| corsurers ol our corpary's producl. u|l|rale|y, our success |r acr|ev|rg our r|ss|or deperds or our ao|||ly lo sal|sly rore ol lre|r oeverage corsurpl|or derards ard our ao|||ly lo add va|ue lor cuslorers. we acr|eve lr|s Wrer We p|ace lre r|grl producls |r lre r|grl rar|els al lre r|grl l|re.
COCA COLA INTERNATIONAL HISTORY: HISTORY: Coca-Co| a Erlerpr|ses, eslao| | sred | r 198, | s a yourg corpary oy lre slardards ol lre Coca-Co| a sysler. Yel eacr ol | ls lrarcr| ses ras a slrorg rer| lage | r lre lrad| l| ors ol Coca-Co| a lral | s lre lourdal| or lor lr| s Corpary. Tre Coca-Co| a Corpary lraces | l' s oeg| rr| rg lo 188, Wrer ar Al| arla prarrac|sl, 0r. Jorr Peroerlor, oegar lo produce Coca-Co| a syrup lor sa| e | r lourla| r dr| r|s. loWever lre ooll| | rg ous| ress oegar | r 1899 Wrer lWo Crallarooga ous| ressrer, 8erj ar| r F. Troras ard Josepr 8. wr| leread, secured lre exc| us| ve r| grls lo ooll| e ard se| | Coca-Co| a lor rosl ol lre ur| led 3lales lror Tre Coca-Co| a Corpary. Tre Coca-Co| a ooll| | rg sysler corl| rued lo operale as | rdeperderl, | oca| ous| resses url| | lre ear| y 1980s Wrer ooll| | rg lrarcr| ses oegar lo corso| | dale. lr 198, Tre Coca-Co| a Corpary rerged sore ol | ls corpary-oWred operal| ors W| lr lWo | arge oWrersr| p groups lral Were lor sa| e, lre Jorr T. Luplor lrarcr| ses ard 8Cl lo| d| rg Corporal| or' s ooll| | rg ro| d| rgs, lo lorr Coca-Co| a Erlerpr| ses lrc. Tre Corpary ollered | ls sloc| lo lre puo| | c or Noveroer 21, 198, al a sp| | l- adj usled pr| ce ol S5.50 a srare. 0r ar arrua| oas| s, lola| ur| l case sa| es Were 880,000 | r 198. lr 0eceroer 1991, a rerger oelWeer Coca-Co| a Erlerpr| ses ard lre Jorrslor Coca-Co| a 8oll| | rg 0roup, lrc. (Jorrslor) crealed a | arger, slrorger Corpary, aga| r re| p| rg acce| erale ooll| er corso| | dal| or. As parl ol lre rerger, lre ser|or raragererl lear ol Jorrslor assured respors| o| | | ly lor rarag| rg lre Corpary, ard oegar a draral| c, successlu| reslruclur| rg | r 1992.ur| l case sa| es rad c| | roed lo 1.1 o| | | | or, ard lola| reverues Were S5 o| | | | or
lr 2002, lre corpary rad Wor|ed W|lr lre|r ooll|ers lo lurr good |rlerl|ors |rlo rea||ly oy |rprov|rg lre sysler ecoror|cs. Tre resu|ls |r 2002 rel|ecl lr|s slead||y |rprov|rg ard rulua||y corslrucl|ve re|al|orsr|p oelWeer lre Corpary ard lre|r ooll||rg parlrers. Tre ra|r reasor oer|rd lr|s re|al|orsr|p |s lo corl|rue rea||z|rg srared opporlur|l|es lor groWlr, W|lr c|oser coord|ral|or ol operal|ors |rc|ud|rg cuslorer re|al|orsr|ps, |og|sl|cs ard producl|or. MARKET SHARE BY AREA: MARKET SHARE BY AREA: Coca Co|a |s lre Wor|d-reroWred soll dr|r| ard lre corpary |s currerl|y operal|rg lrrougr oul lre Wor|d. Tre Wor|d W|de lola| |s aooul 1Z.8 o||||or. Tre operal|or rev|eW accord|rg lo lre segrerls |s as lo||oWs. Operation Review (2002 worldwide unit case volume by operating segment) NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICA 30 25 22 17 6
FINANCIAL REPORT: Tr|s corpary |s l|rarc|a||y very slrorg. ll |s due lo lre slrorg l|rarces, lre corpary |s sl||| surv|v|rg lre ups ard doWr ol lre ous|ress Wor|d. Tre l|rarc|a| reporl ol Coca Co|a Corpary ol lre year 2001 ard 2000 a|org W|lr lre percerlage crarge |s as lo||oWs. DIVIDEND AND CASH INVESTMENT PLAN: Tre 0|v|derd ard Casr lrveslrerl P|ar perr|ls srareoWrers ol record lo re|rvesl d|v|derds lror Corpary sloc| |r srares ol Tre Coca-Co|a Corpary. Tre P|ar prov|des a corver|erl, ecoror|ca| ard sysleral|c relrod ol acqu|r|rg add|l|ora| srares ol our corror sloc|. A|| srareoWrers ol record are e||g|o|e lo parl|c|pale. 3rareoWrers a|so ray purcrase Corpary sloc| lrrougr vo|urlary casr |rveslrerls ol up lo S125,000 per year. Al year-erd, Z percerl ol lre Corpary's srareoWrers ol record Were parl|c|parls |r lre P|ar. lr 2002, srareoWrers |rvesled S3 r||||or |r d|v|derds ard S31 r||||or |r casr |r lre P|ar. PRODUCTS: Trere are d|llererl orards ol lre Coca Co|a Corpary, Wr|cr are currerl|y |r use lrrougr oul lre Wor|d. Tr|s corpary rol or|y dea|s |r lre carooraled dr|r|s oul a|so olrer dr|r|s. wr||e |aurcr|rg |ls producl, lre rar|el|rg lear cors|ders lre cu|lure ol lre courlry. Major brands oI coca cola Coke Sprite Fanta Diet coke Tre corr|lrerl ol lre corpary |s lo devole resources lo Waler or|y |r rar|els Wrere |l expecls prol|lao|e groWlr. Tr|s slralegy ras pa|d d|v|derds. Tre corpary ras successlu||y app||ed |l's approacr lo orards |r severa| |ey rar|els, |rc|ud|rg C|e| |r Vex|co, Vor| No V|zudayor| |r Japar,Bonaqua |r Russ|a ard K|r|ey |r lrd|a. 8ac|ed oy a slrorg relWor| ol ooll||rg parlrers lrrougr oul lre ur|led 3lales, 0asar| oecare lre ral|or's laslesl-groW|rg Waler orard. lr Euras|a, lre erl|re Tur|uaz orard lear Wor|ed logelrer lo |aurcr Tur|ey's l|rsl pur|l|ed Waler orard. Tr|s year, Coca-Co|a Corpary a|so successlu||y ererg|zed a rajor p|ece ol |ls oeverage slralegyWaler. 8y lre erd ol 2001, |l's ooll|ed Waler vo|ure exceeded 5Z0 r||||or ur|l cases, ra||rg |l lre secord o|ggesl corlr|oulor lo lre groWlr ol lre corpary aller carooraled soll dr|r|s. Trree ol lre Waler orards, 0asar|, C|e| ard 8oraqua eacr acr|eved sa|es ol over 100 r||||or ur|l cases lor lre year. lr 2001ard 2002, lre corpary ras a|so rade good progress |r collees ard leas. 8everage Parlrers wor|dW|de, lre rereWed ard slrerglrered rar|el|rg parlrersr|p W|lr Nesl| 3.A., oegar operal|ors |r 2001. Tr|s parlrersr|p coro|res Nesl|'s |roW|edge |r ||le sc|erce, researcr ard deve|oprerl W|lr lre experl|se ol Coca Co|a Corpary |r orard ou||d|rg ard d|slr|oul|or. Al lre sare l|re, lre corpary greW 0eorg|a collee |r Japar oy 3 percerl lrrougr aWard- W|rr|rg rar|el|rg |r a calegory lral Was l|al lor lre year. A|so |r JaparWrere Tre Coca- Co|a Corpary |s lre |eader |r lre lola| lea calegory, lre secord-|argesl calegory |r lre ror-a|coro||c ready-lo-dr|r| segrerl|l |aurcred Varocra 0reer Tea. w|lr sa|es ol 1 r||||or ur|l cases lor lre year, Varocra 0reer Tea |s lre laslesl-groW|rg producl |r lre laslesl- groW|rg calegory: greer lea. Tre popu|ar|ly ol Varocra |s a|so recogr|zed oy lre |rduslry W|lr a |ead|rg lrade jourra| rar|rg Varocra lre rosl popu|ar reW lood ard oeverage producl ol lre year. 1
Know the most recognized word on the planet aIter 'OK! Among the soIt drinksFanta andSprite become successIul along with the major brand Coca Colaan d Diet Coke. In key markets, the company has created new packaging sizes to satisIy consumer demands. lrcreas|rg|y, Vex|car lar|||es rave |urcr logelrer al rore. Tre average Vex|car rousero|d dr|r|s lWo-ard-a-ra|l ||lers or rore ol soll dr|r|s dur|rg lral orea|, Wr||e a lWo- ||ler ooll|e Was lre |argesl ava||ao|e pac|age. 3o lre corpary |rlroduced a corver|erl 2- ||ler ooll|e lo se|ecl reg|ors, corlr|oul|rg lo lre sa|e ol rear|y 1.5 o||||or ur|l cases ol Coca- Co|a |r Vex|co lr|s year. Tr|s |arger ooll|e W||| corp|ele |ls ral|orW|de ro||oul |r 2002. lr Cr|ra, Coca-Co|a |s ar |rlegra| parl ol ro||day ce|eoral|ors ard lre lar||y gel-logelrers lral accorpary sucr everls. Trrougr ar |rlerse locus or Coca-Co|a, |rroval|or ard reW oeverages, |l ras acr|eved vo|ure groWlr ol 10 percerl |r 2001. lr Cr|ra, sa|es ol Coca- Co|a |rcreased oy percerl. lr lre ur|led 3lales, recogr|z|rg lral corsurers oller erjoy lre|r d|el Co|e W|lr a s||ce ol |eror, lre corpary ooll|ed lre corcepl. Tre resu|ld|el Co|e W|lr |erorcorlr|ouled lo vo|ure groWlr ol 1 percerl lor lre ruroer-ore d|el. 3oll dr|r| |r Norlr Arer|ca: d|el Co|e. Tre corpary |rcreased |ls lWo |argesl ooll|e s|zes dur|rg lre 2001 ro||days, ard lesl|va| pac|ag|rg re|ped dr|ve a percerl vo|ure |rcrease lor Coca-Co|a. Tre pac|ag|rg |rroval|ors do rol jusl |rvo|ve res|z|rg. Tre corpary ras a|so resporded lo corsurers' crarg|rg lasr|or sly|es W|lr reW ooll|es. With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juice drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in AIrica. Tr|s year, lre corpary re-|aurcred |ls g|ooa| sporls-dr|r| ous|ress, |rvesl|rg |r reW producls, pac|ag|rg, pos|l|or|rg ard rar|el|rg. Tre resu|ls spea| lor lrerse|ves: |l's g|ooa| sporls dr|r|s, |ed oy PoWerade ard Aquar|us, greW oy 13 percerl |r 2002, rear|y douo|e lre groWlr rale ol lre Wor|dW|de sporls-dr|r| calegory. Rev|la||zed |r lre ur|led 3lales, lre corpary |rlroduced PoWerade |r rear|y every rajor weslerr Europear rar|el, |rc|ud|rg 0real 8r|la|r, 0errary ard 3pa|r, as We|| as |r Vex|co ard Lal|r Arer|ca. Tre corpary |aurcred 2Z producls |r 2001. Tre corr|lrerl ol lre corpary lo pac|ag|rg |rroval|or a|so resu|led |r reW |r|l|al|ves lor our lourla|r ous|ress, a crarre| lrrougr Wr|cr rary corsurers erjoy Coca-Co|a. lr lre ur|led 3lales, lre corpary deve|opedFountai n , a lola| oeverage d|spers|rg sysler lral |s rore l|ex|o|e ard rore re||ao|e. TWo years ol researcr resu|led |r a d|spers|rg sysler lral prov|des excepl|ora| oeverage qua||ly, easy lo upgrade lecrro|ogy, orard ard grapr|c cuslor|zal|or ard |rproved re||ao|||ly. STRATEGIC PLANNING lr lre year 2002, lre corpary rad a greal success, as lre slralegy Wor|ed Wr|cr resu|led |r ra||rg Coca Co|a Corpary lre Wor|d's |ead|rg corpary. lr 2001, corpary accorp||sred lre crusl ol |l's slralegy as Worldwide volume increased by 4 percent with strong international growth oI 5 percent and clear signs that our North American business is growing solidly and predictable. Earnings per share grew by 2 percent, as we delivered on our commitment to create volume growth while aggressively Return on common equity grew Irom 23 percent in 2000 to 3 percent this year. Return on capital increased Irom 16 percent in 2000 to 27 percent in 2001. The company has generated Iree cash Ilow oI $3.1 billion, up Irom $2. billion in 2000, a clear indication oI its underlying Iinancial strength. The strategy Ior the Iuture oI the company is very straightIorward. The marketing strategy Ior the year 2002 is as Iollows, Accelerate carbonated soIt-drink growth, led by Coca-Cola. Selectively broaden the Iamily oI beverage brands to drive proIitable growth. Grow system proIitability and capability together with our bottling partners. Serve customers with creativity and consistency to generate growth across all channels. Direct investments to highest potential areas across markets. Drive eIIiciency and cost-eIIectiveness everywhere. PEPSI INTERNATIONAL HISTORY Peps|Co |s a Wor|d |eader |r corver|erl loods ard oeverages, W|lr reverues ol aooul S2Z o||||or ard over 113,000 erp|oyees. Tre corpary cors|sls ol lre srac| ous|resses ol Fr|lo-Lay Norlr Arer|ca ard Fr|lo-Lay lrlerral|ora|; lre oeverage ous|resses ol Peps|- Co|a Norlr Arer|ca, 0alorade/Trop|cara Norlr Arer|ca ard Peps|Co 8everages lrlerral|ora|; ard 0ua|er Foods Norlr Arer|ca, rarulaclurer ard rar|eler ol ready-lo-eal cerea|s ard olrer lood producls. Peps|Co orards are ava||ao|e |r rear|y 200 courlr|es ard lerr|lor|es. Vary ol Peps|Co's orard rares are over 100-years-o|d, oul lre corporal|or |s re|al|ve|y yourg. Peps|Co Was lourded |r 195 lrrougr lre rerger ol Peps|-Co|a ard Fr|lo-Lay. Trop|cara Was acqu|red |r 1998 ard Peps|Co rerged W|lr Tre 0ua|er 0als Corpary, |rc|ud|rg 0alorade, |r 2001.Wou|d erlerla|r lre ||slerer W|lr lre |alesl rus|ca| se|ecl|ors rerdered oy v|o||r or p|aro or oolr. Tre reW rare, 'Peps| Co|a, |s der|ved lror lre lWo ol lre pr|rc|p|e |rgred|erls, Peps|r ard Ko|a Nuls. ll Was l|rsl used or lre Augusl 28. Al lral l|re, 8radrar's adverl|s|rg pra|ses r|s dr|r| as 'Exr||aral|rg, |rv|goral|rg, a|ds d|gesl|or. 1990-2002 Tre adverl|sererl ol lre Peps| crarges lo, 'You gol lre r|grl ore oaoy, ur-lurl.w|lr lre exlers|ve usage ol lre slars |r lre adds, lre popu|ar|ly ol Peps| |rcrease. lr 1992 Peps|- Co|a lorred a parlrersr|p W|lr Troras J. L|plor Co. Today L|plor |s lre o|ggesl se|||rg ready-lo-dr|r| lea orard |r lre ur|led 3lales. 0uls|de lre ur|led 3lales, Peps|-Co|a Corpary's soll dr|r| operal|ors |rc|ude lre ous|ress ol 3ever-up lrlerral|ora|. Peps|- Co|a oeverages are ava||ao|e |r rore lrar 190 courlr|es ard lerr|lor|es. lr As|a, lrey se|ecled Larore lo ra|e lre|r reg|ora| oll|ce. Tr|s Was dore |r 19Z0. Tr|s reg|ora| oll|ce |s ror|lor|rg a|| lre operal|ors carr|ed oul |r 3oulr wesl As|a. As |r Pa||slar, lrey or|y erlered oeverage |rduslry. Trey rave e|ever ooll|ers cover|rg Wro|e Pa||slar. Tre p|arl operal|rg rere |s R|az 8oll|ers (Pvl) LT0. Tr|s p|arl Was eslao||sred al Larore |r 19Z1. Tre lola| capac|ly ol lre p|arl |s 30,000 cases per day. Trey rave lour l||||rg ||res |r lre p|arl operal|rg or lre lrree sr|ll oases. Eacr sr|ll |s ol e|grl rours. Trey rave perrarerl Wor| lorce ol Z50 peop|e ard lrey erp|oyee approx|rale|y 1000 peop|e rore or lerporary oas|s dur|rg surrer seasor. 22
Pepsi`s Products Pepsi Teem Mirinda Pepsi Max Pepsi Lemon Pepsi Blue Mountain ew 7up COCA COLA PAKISTAN Tre Coca-Co|a Corpary oegar operal|rg |r Pa||slar |r 1953. Coca-Co|a, Farla ard 3pr|le are lre orards |r Pa||slar. Tre Coca-Co|a 3ysler |r Pa||slar operales lrrougr e|grl ooll|ers, lour ol Wr|cr are rajor|ly-oWred oy Coca-Co|a 8everages Pa||slar L|r|led (CC8PL). Tre CC8PL p|arls are |r Karacr|, lyderaoad, 3|a||ol, 0ujrarWa|a, Fa|sa|aoad, Rar|ryar Krar, Vu|lar ard Larore. Tre rera|r|rg lWo p|arls, |rdeperderl|y oWred, are |r RaWa|p|rd| ard PesraWar. Tre Coca-Co|a 3ysler |r Pa||slar serves Z0,000 cuslorers/rela|| oul|els. Tre Coca-Co|a 3ysler |r Pa||slar erp|oys 1,800 peop|e. 0ur|rg lre |asl lWo years, Tre Coca-Co|a 3ysler |r Pa||slar ras |rvesled over S130 r||||or (u.3.) 49 years oI reIreshment in Pakistan Coca-Cola introduced in Pakistan1953 Fanta introduced in Pakistan 1965 Sprite was introduced 1972 Diet Coke & Fanta Lemon 2001
PROMISE OF COKE Tre oas|c propos|l|or ol our ous|ress |s s|rp|e, so||d ard l|re|ess. wrer We or|rg relresrrerl, va|ue, joy ard lur lo our sla|ero|ders, lrer We successlu||y rurlure ard prolecl our orards, parl|cu|ar|y Coca-Co|a. Tral |s lre |ey lo lu|l||||rg our u|l|rale oo||gal|or lo prov|de cors|slerl|y allracl|ve relurrs lo lre oWrers ol our ous|ress. TARGET MARKET Co|e's correrc|a|s oas|ca||y oased or yourg gereral|ors, 3o, lre yourg gereral|or |s lre largel rar|el ol Co|e oecause lrey Warl lo represerl Co|e W|lr lre youlr ard erergy oul lrey a|so cors|der aooul lre o|d peop|e lrey la|e lrer as a co-largel rar|el. MAJOR SEGMENTS Vajor segrerls are oas|ca||y lrose peop|e Wro la|e lr|s dr|r| da||y ard lrose areas Wrere lre derards |s r|grer lrer lre olrer areas. Trere are so rary peop|e Wro la|e lr|s dr|r| da||y ard lrose peop|e Wro la|e Wee||y ard lrose Wro la|e |ess oller are a|Ways lrere as We||. 3o, lre|r oas|c segrerls are lrose peop|e Wro la|e lr|s dr|r| regu|ar|y. FACTORS EFFECTING SALES There are so many Iactors, which aIIects the sale oI coke. Here we are discussing three major Iactors which eIIects coke. Per capita income Competitors Weather Per Capita Income F|rsl We W||| d|scuss aooul ' Per cap|la |rcore. Tr|s |s rajor laclor lral allecls lre sa|e ol lr|s soll dr|r|. 8ecause Wr|cr every pass|rg year oudgels are oecor|rg very slr|cl ard l|grl |r order lo purcrase lr|rgs. 3o lre d|sposao|e |rcores ol lre peop|e are cor|rg doWr. Trey sperd reav||y or rerls, ul|||l|es, ard educal|or ard oas|c recess|l|es ard aller lral Wrer lrey gel exlra rorey lrey lr|r| aooul lr|s soll dr|r| .3o lre decreas|rg per cap|la |rcore ellecls oad|y |r se|||rg ard producl|or ol lr|s soll dr|r|. 25
And to get through with this diIIiculty there is need to increase the level oI per capita income oI Pakistan because it is much lesser than the rest oI the countries. Competitors Coke`s major competitor is 'PEPSI and there is no hesitation to say this because every one knows that and all the other cold drinks and water, coIIee, tea are the competitors. Weather Weather is the third major Iactor in eIIecting the Coke`s selling. This is underdeveloped market so the coke`s consumption in summers is 60 and in winters is 40. MAJOR CUSTOMERS NEED First oI all the majority don`t care that what they are going to have. In other words, they don`t care beIore drinking that whether it is 'Pepsi or 'coke. They don`t actually d|llererl|ale oelWeer lrese lWo orards |r order lo lre|r lasles. Corsurers oas|ca||y dr|r| Wral lrey gel. Trey oe||eve or 'WHAT COLD THEY SOLD Corsurer's ava||ao|||ly |r orards |s oas|ca||y Wor|s |||e: Pusr ava||ao|||ly Pu|| corsurer's derard. For lr|s reasor Coca-Co|a rave prov|ded lre|r coo|ers ard lreezers |r lre rar|el. Trey rave rax|rur ruroer ol coo|ers ard lreezers |r lre rar|el. Trey prov|de lr|s |rlraslruclure lree ol cosl jusl lo prov|de cr||d co|e lo lre|r cuslorer, Wr|cr lrey Warl lo oe purcrase. Tre|r sa|esrar ard recrar|cs regu|ar|y v|s|l a|| lre srops Wrere co|e ras |ls |rlraslruclure lo crec| lral e|lrer |l |s |r proper cord|l|or or rol, |l rol lrer lrey |rred|ale|y crarge or repa|r |l. 26
MAJOR COMPETITORS Corsurers l|rsl|y dec|de lral lrey are go|rg lo rave a soll dr|r|. Trer lrey corpele orards W|lr eacr olrer. L||e lrey corpele Co|e W|lr Peps| ard 3pr|le W|lr Zup ard lear .3o lre rajor corpel|lor ol Co|e |s Peps|. When they motivate to any other brand or on Coke it`s in instinct basically that based on messages derive certain Ieelings. But Coca Cola thinks in a diIIerent way, they believe that RC Cola, new coming AMRAT Cola, and all juices, even they take water and tea as their competitors. STRATEGIES OF QUALITY Aller V|cro ard racro ara|ys|s 8rard 'co|e |s pr|rar||y ro|e 1. Errarce corpel|l|or rorerls 2. wrer peop|e Walcr cr|c|el 3. Through commercialization 4. Fun time Though these strategies there could be better understanding and better connection with the public. These are the 'key consumption. THREATS FROM COMPETITORS Threats are well planned. Price is the major threat. When price goes certain beyond the exacl pr|ce Wrelrer core doWr or go r|grer |ls ellecls lre corsurpl|or ol soll dr|r|. 8ecause Wrer lre pr|ce go r|grer peop|e go lor lre suosl|lule ol 'co|e |.e. Peps|. Ard Wrer pr|ce goes doWr lrey lr|r| lral lrere |s rusl oe sore lr|rg Wrorg |r |l. lr srorl |l a|| deperds or cuslorer's percepl|or. TARGETS THAT WOULD LIKE TO ATTAIN Every organization runs on the bases oI proIit maximization so Coke is also looking Ior a high proIit margin. There are three major ways oI making money Over night proIit WindIall proIit Ethical and un-ethical ways 27
Over Night ProIits They could be over night proIit that is Ior the number 1 brand Ior the year. This could be got my increasing sales volume WindIall ProIit Can be windIall proIit. They are the extras proIit. When the consumption the consumption is on boom. So, there is diIIerent kind oI proIits. Ethical And Unethical Ways ProIit can also get through ethical and unethical ways. They believe on this quote ' Every thing is Iare in love and war. Some proIits stays Ior some time like 'over night proIits and some just come and go like 'wind Iall proIits. And they can also get proIit through diIIerent approaches. EXPANDING TARGET MARKET In last 2 years Coke has come back in aggressive manner. Consumer has choice Attractive brand name Brand diIIerentiating Consumer Has Got Choice Now the consumer has got choice. Because now they know the name oI another big brand, though coke is the 2nd best name but it can get a better position aIter some time Attractive Brand Name Now the consumers know the Name oI Coke, because Coke is the name, which is the most popular aIter the word 'ok. So people can better diIIerentiate brands with each other. Brand DiIIerentiation Now diIIerent companies have got diIIerent brand names. So, people can distinguish between brands. Two major brands 'coke and 'Pepsi also have brand names. 2
Coca Cola`s Brand Coca co|a |s 'u3 orard. 8ecause lrey oe||eve |r lre logelrerress, oe|rg peop|e logelrer ard lr|erds are oe|rg logelrer. Coca Co|a slrorg|y oe||eves lral Pa||slar| lerperarerl |s 'u3 rol 'VE Pepsi`s Brand Pepsi`s brand is basically is basically 'ME branded. They use the temperament oI 'ME. In contrast to Coke they believe on individual struggle. THREATS AND OPPORTUNITIES FOR PRICE Opportunities ll Co|e |s cors|dered a |uxury producl. Trer lrere |s lre lax rale sysler 15 - sa|es lax 20 - exc|se duly 2Z - goes lo goverrrerl 03 - lr ra||rg 8udgel Aller pay|rg a|| lrese laxes co|e ras lo pay e|eclr|c|ly crarges. we rave lo sperd or d|slr|oul|ors. Aller pay|rg a|| lrese experses Co|e's rarg|r squeezed ard corsurers rave lo pay lor |rcreas|rg lar|lls. These are the opportunities through which we can increase the price and can get proIits. Threats Trere are rucr rore lrreals |r |rcreas|rg pr|ces. 8ecause sare proo|er ol suosl|lule. ll Co|e |rcrease lre pr|ce |els say 1 rupee. Trer peop|e del|r|le|y Wor'l go lor co|e. Trey rave lre oesl suosl|lule ol Co|e lral |s Peps|. 3o lrese are lre lrreals |r |rcreas|rg pr|ces. Co|e W||| |ose lre rarg|r ol |ls prol|l ard car lace |oss. 29
STRATEGIES OF GETTING GOALS I.E. 'HIGH PROFITS To increase the price is the least thing, which Coke can adopt. There are so many ways through which Coke can increase the proIits. Some major ways are as Iollows. Volume can be increased Interest level oI consumers To take part in energetic Iestivals How to increase the volume oI consumers? Coke can increase the volume by expanding the industry oI coke. Through advertisements, oIIering diIIerent interesting things to attract people towards this product. How to increase the interest level oI consumers? Coke is increasing the interest level oI consumers by oIIering diIIerent Ilavors. For exarp|e Co|e |s |rcreas|rg lre ruroer ol l|avors |r 'Farla, lr|s |s ore ol lre producl ol co|e. Trrougr oller|rg d|llererl l|avors Co|e car |rcrease lre Leve| ol corsurers ard lrrougr lr|s prol|ls car oe ga|red. How to take part in energetic Iestivals? Co|e |s a|ready la||rg parl |r lre lesl|va| |||e '8asarl s|rce |asl 3 years. Co|e ollers d|llererl allracl|ve lr|rgs |r lre|r lesl|va| ard lrrougr lr|s Co|e ga|red r|gr prol|l ard corsurpl|or ol co|e |rcreased or lrese occas|ors. And this year in this year 2002 people were anxiously waiting that what interesting thing coke is going to oIIer. MARKETING STRATEGY 0ur |oca| rar|el|rg slralegy erao|es Co|e lo ||sler lo a|| lre vo|ces arourd lre Wor|d as||rg lor oeverages lral spar lre erl|re speclrur ol lasles ard occas|ors. wral peop|e Warl |r a oeverage |s a rel|ecl|or ol Wro lrey are, Wrere lrey ||ve, roW lrey Wor| ard p|ay, ard roW lrey re|ax ard recrarge. wrelrer you're a sluderl |r lre ur|led 3lales erjoy|rg a relresr|rg Coca-Co|a, a Worar |r lla|y la||rg a lea orea|, a cr||d |r Peru as||rg lor a ju|ce dr|r|, or a coup|e |r Korea ouy|rg ooll|ed Waler aller a rur logelrer, We're lrere lor you. we are delerr|red rol or|y lo ra|e greal dr|r|s, oul a|so lo corlr|oule lo corrur|l|es arourd lre Wor|d lrrougr our corr|lrerls lo educal|or, rea|lr, We||ress, ard d|vers|ly. 30
Co|e slr|ves lo oe a good re|groor, cors|slerl|y srap|rg our ous|ress dec|s|ors lo |rprove lre qua||ly ol ||le |r lre corrur|l|es |r Wr|cr We do ous|ress. ll's a spec|a| lr|rg lo rave o||||ors ol lr|erds arourd lre Wor|d, ard We rever lorgel |l. cors|slerl|y srap|rg our ous|ress dec|s|ors lo |rprove lre qua||ly ol ||le |r lre corrur|l|es |r Wr|cr We do ous|ress. ll's a spec|a| lr|rg lo rave o||||ors ol lr|erds arourd lre Wor|d, ard We rever lorgel |l. 31
MARKET POSITIONING Product Range The total range oI Coca Cola company in Pakistan includes: Coke. Sprite. Fanta. Diet Coke. And company oIIers their products in diIIerent bottle sizes these includes: SSRB (standers size returnable bottle) LRB (litter returnable bottle) NRB (no return bottle) or disposable bottle PET 1.5 (1.5 litter plastic bottle) CANS (tin pack 330 ml) Packing Coca cola products are available in diIIerent packing 24 regular bottle shell 6 bottle pack Ior 1.5 pets 12 bottles in a pack Ior disposable bottle 24 cans in one pack. PRICE STRATEGY Trade Promotion Coca co|a corpary g|ves |rcerl|ves lo r|dd|e rer or rela||ers |r Way a lral lrey oller lrer lree sarp|es ard lree erply ooll|es, oy lr|s lrese rela||ers ard r|dd|e rar pusr lre|r producl |r lre rar|el. Ard lral's Wry coca co|a seer rore |r lre rar|el. Ard lrey rave a good sa|e |r lre rar|el oecause accord|rg lo lre experl Wr|cr producl seer rore |r lre rar|el lral se||s rore. 'Seen as sold They do agreements with a shop keepers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these stores and oIIers them Iree samples and Iree bottles and some time cash incentives. DiIIerent Price In DiIIerent Seasons Some times Coca Cola Company change their product prices according to the season. Summer is supposed to be a good season Ior beverage industry in Pakistan. So in winter they reduce their prices to maintain their sales and proIit. But normally they reduce the prices oI their pet bottles or 1 litter glass bottle. PROMOTION STRATEGIES Getting shelves Trey gels or purcrase sre|ves |r o|g deparlrerla| slores ard d|sp|ay lre|r producls |r lral sre|ves |r lral sly|e Wr|cr sroW lre|r producl rore c|ear ard rore allracl|ve lor lre corsurers. Eye Catching Position Salesman oI the coca cola company positions their Ireezers and their products in eye- catching positions. Normally they keep their Ireezers near the entrance oI the stores. Sale Promotion Company also do sponsorships with diIIerent college and school`s caIes and sponsors their sports events and other extra curriculum activities Ior getting market share. UTC Scheme uTC rear urder lre croWr screre, coca co|a oller do lr|s lype ol screre ard lrey oller very rardy pr|zes |r |l. L||e orce lrey oller o|cyc|es, caps, lv sels, casr pr|zes elc. Tr|s screre |s very rucr popu|ar arorg cr||drer. DISTRIBUTION CHANNELS Coca Co|a Corpary ra|es lWo lypes ol se|||rg 0|recl se|||rg lrd|recl se|||rg Direct Selling lr d|recl se|||rg lrey supp|y lre|r producls |r srops oy us|rg lre|r oWr lrarsporls. Trey rave a|rosl 150 ver|c|es lo supp|y lre|r ooll|es. lr lr|s lype ol se|||rg corpary rave rore prol|l rarg|r. Indirect Selling Trey rave lre|r Wro|e se||ers ard agerc|es lo cover a|| area. 8ecause |l |s very d|ll|cu|l lor lrer lo cover a|| area ol Pa||slar oy lre|r oWr so lrey rave so rary Wro|e se||ers ard agerc|es lo assure lre|r cuslorers lor ava||ao|||ly ol coca co|a producls. FACILITATING THE PRODUCT BY INFRASTRUCTURE For providing their product in good manner company has provided inIrastructure these includes: Vizi cooler Freezers Display racks Free empty bottles and shells Ior bottles ADVERTISEMENT Coca cola company use diIIerent mediums Print media Pos material Tv commercial Billboards and holdings Print Media They oIten use print media Ior advertisement. They have a separate department Ior print media. POS Material Pos material mean point oI sale material this includes: posters and stickers display in the stores and in diIIerent areas. EXPECTATIONS FOR THE COMING YEAR Every thing starts Irom the attitude oI consumer`s behavior. And the basic key to attract the consumers is to throw the 'money away. Ard pos|l|ve lee||rg le|||rg W|lr lre orard, Wr|cr lrey used lo rave Co|e Warls lo adverl|se lre|r producls reav||y |r lre cor|rg year. Ard |l W||| la|e lre 10 ol lre|r prol|ls. Ard Wrer We la|e |l as a g|ooa| |eve| |l |s S l o||||or. Coming year is the challenging year Ior the industry oI Coke. They have to take lots oI decisions that how to increase the production and where they have to spend money. For ga|r|rg success |r cor|rg year lrey rave lo rave sore |rporlarl lr|rgs |||e: 1. Loya| corsurers are |rporlarl lor corpary's success. 2. wor|ers srou|d oe lre orard cerlr|c rol lre prorol|or cerlr|c. 3. Trey srou|d |roW roW rucr lo lor lre orard acl|v|l|es. 1. Trey srou|d a|so |roW lral roW rucr lo do W|lr lre prorol|or acl|v|l|es lor orard. HOW COKE DETERMINE THE YEARLY BUDGET Coke determines its yearly budget by the Sales volume ProIitability Target volume Sales Volume Co|e delerr|res |ls year|y oudgel lrrougr lre sa|es vo|ure. Trey l|rsl corcerlrale or lre lr|rg |s 'Wral |s lre cord|l|or ol lre|r sa|es? |l lre cord|l|or |s good ol lre|r sa|es lrer lrey del|r|le|y |rcrease lre|r producl|or ard sa|es vo|ure. 0lrerW|se lrey corcerlrale or lre|r o|d slraleg|es. ProIitability: Tre secord lr|rg lrrougr Wr|cr lrey delerr|res oudgel |s lre 'prol|l .|l lrey r gell|rg prol|ls W|lr lre r|gr rarg|r, lrer lrey del|r|le|y Warl lo |rcrease lre|r prol|ls |r lre rexl cor|rg year. Every orgar|zal|or rurs or lre oas|s ol gell|rg r|gr prol|ls. No orgar|zal|or Warls lo lace Loss |r lre|r ous|ress. To gel prol|l |s lre l|rsl pr|or|ly ol lre Co|e. Target Volume: To rur lre ous|ress every |rduslry ras sore largels, Wr|cr lrey Warl lo acr|eve |r a spec|l|c l|re per|od. ll |rduslry acr|eves lrose goa|s |r lral per|od lrer lor lre cor|rg year |l |rcreases lre vo|ure ol lre largel. 3o Co|e Fo||oW lre sare lr|rg |l ras a|so sore goa|s ard largels lo acr|eve |r lre g|ver l|re per|od. wrer lrey succeed lo acr|eve lral largel lrer lrey |rcrease lre|r largel vo|ure |r lre rexl year. SALES PROMOTION ACTIVITIES Coca-Cola Cricket Cr|c|el lre rosl sougrl aller; Walcred & p|ayed gare |r Pa||slar .lre gare ol cr|c|el ras oeer oWred oy var|ous orards |r lre |rduslry lor lre prorol|or ol lre|r producls over a per|od ol l|re. ll ras rarged lror looacco lo |uor|carls lo corrur|cal|or corpar|es lo oar|s lo a|r||res & |ale|y lo lre oeverage |rduslry. Tre corpel|l|or ras oecore lougrer & lougrer as lre l|re ras progressed. Coca-Co|a s|gred a sporsorsr|p agreererl W|lr e|grl ol Pa||slar's Nal|ora| cr|c|el p|ayers. Coca-Co|a rea||z|rg lre lacl lral cr|c|el |s a very slrorg e|ererl oy Wr|cr |l car reacr |l corsurers & rasses |rvesled |r lre opporlur|ly ard |aurcred a rass|ve carpa|gr or rass red|a sroW|rg a|| lrese cr|c|el slars erdors|rg & corp||rerl|rg Coca- Co|a orard. Tre Coca-Co|a Corpary deve|oped lrree Tv correrc|a|s & lour lesl|ror|a| ads W|lr lre p|ayer & rar lrer or lre ral|ora| rel Wor| dur|rg var|ous cr|c|el ralcres. Trese oo|d sleps la|er oy lre Coca-Co|a rar|el|rg ur|l acc|a|red lrer rary ac|roW|edgererls across lre ooard. Tr|s carpa|gr re|ped Coca-Co|a lo eslao||sr |ls assoc|al|or W|lr lre gare & lre p|ayer. Coca-Cola Concerts Aorar-u|-raq's d|sl|rcl sly|e, |yr|cs & sorgs rave rade r|r ar |rslarl r|l arorg lre rasses |r Pa||slar. l|s erorrous popu|ar|ly |r lre courlry & aoroad |s supporled oy Coca-Co|a's corr|lrerl loWards prov|d|rg rea|lry & lur-l|||ed erlerla|rrerl lor lre youlr ol Pa||slar. Coca-Co|a orougrl Aorar lo r|s lars lrrougr ro|d|rg corcerls & lealur|rg Aorar |r a rucr-apprec|aled TvC & VVT lealured lrrougroul lre courlry. Tre TvC carpa|gr locused or lre recl|c ||lesly|e ol a pop slar Wro lourd resp|le & re||el lrrougr Coca-Co|a |r srorl rorerls lral re rad lo r|rse|l dur|rg a corcerl. Coca-Co|a's orard pos|l|or|rg ol prov|d|rg deep doWr relresrrerl lor lre oody, sou| & r|rd Were caplured accurale|y |r lre TvC & dep|cled apl|y roW lre dr|r| corp|eles lre rorerl lor Aorar. Coca-Cola Food Mela w|lr a sp|asr ol lood, lur & pr|zes lo oe Wor, lre Coca-Co|a lood re|a lrealed lre peop|e ol Karacr|, lo a lesl|ve lood lesl|va| corpr|s|rg ol 50 reslaurarls, spread oul a|| over lre ousl||rg c|ly's rap. Tre prorol|or saW lre av|d lar|||es & lr|erds erjoy|rg lre de||cac|es al lre reslaurarls; a|| res|||erl|y upro|d|rg lre Coca-Co|a |derl|ly. lr Jure 2000, Coca-Co|a crealed ar exper|erl|a| rus|ca| ever|rg |r Larore, Wrere Juroor perlorred. Tr|s prograr Was recorded ard ore-rour prograr sroWr |r lre ral|ora| Tv lor lree.10 r||||or rousero|ds saW Coca-Co|a 'Parly |r a Par|' Wr||e 10 lrousard peop|e allerded lre everl. Coca-Cola Shopping Festival Coca-Co|a rosled 'Tre Coca-Co|a 3ropp|rg Fesl|va| Larore's l|rsl sropp|rg lesl|va|, a resourd|rg success W|lr lerpl|rg d|scourls, ||ve rus|c, greal pr|zes & l|re Wor|s. L|oerly rar|el|rg 0u|oerg Was a r|ve ol acl|v|ly dur|rg lre Wee||org sropp|rg exlravagarza. Tre |r augura| everl proved so popu|ar lral |l |s roW sel lo oecore ar arrua| l|xlure. Coca-Cola Pet Promotion lr 199, Coca-Co|a |aurcred 1.5 ||ler Pel corlour ooll|e lor lre l|rsl l|re |r Pa||slar. Targel|rg rouse W|ves & lar||y rore, Coca-Co|a's 1.5 ||ler Pel ooll|e, loo| lre ||re||grl & ga|red rorerlur W|lr a carpa|gr prorol|rg lre ur|que pac|ag|rg ard |ls rurerous corsurer oerel|ls .A lreal lor lre lar||y, Coca-Co|a's PET Was ollered lrrougr a 'pr|ce- oll prorol|or lral sa|d....Go out & get some Coca-Cola Ramzan Campaign A very spec|a| occas|or lor lre peop|e ol Pa||slar Rarzar saW arolrer very spec|a| Coca- Co|a's prorol|or, rar|el|rg lre popu|ar 1.5 ||ler PET ooll|e & lre 1 ||ler ooll|e W|lr a super pr|ce-oll prorol|or. Tre erpras|s or erjoy|rg Coca-Co|a al 'lllar W|lr lr|erds & lar||y. Coca-Cola Wonder oI the World Promotion lr Ju|y 2000, Coca-Co|a sel lre slage ol lre grard uTC prorol|or. Coca-Co|a Werl aread W|lr lre |dea ol g|v|rg corsurer crarces lo W|r laou|ous, rag|ca| 'drear vacal|or lo rurerous 'Worder desl|ral|or lrrougroul lre Wor|d or every purcrase ol a 250 r| R08 ooll|e ol Coca-Co|a, 3pr|le, & Farla.Tre prorol|or gave corsurers a crarce lo W|r lree dr|r|, a lr|p lo PARl3, l0LLYw000, NEwY0RK, 3lN0AP0RE & CAlR0 a|org W|lr a|rlare & lour r|grls lree slay |r lrese drear |ards. Tre prorol|or saW av|d corsurer co||ecl|rg Coca-Co|a 'CroWr caps' & spar|ed a |eer resporse lror lre puo||c , rerder|rg ar oulslard|rg lesl|ror|a| carpa|gr |r lre secord prase, r|gr||grl|rg lre W|rrers over Wre|red |r lre rag|ca| de||grl ol lre|r lavor|le oeverage Coca-Co|a. Coca-Cola & Nokia lr Augusl 2001, lre reW urder-lre-croWr prorol|or 'Nikla Kiya?(wral rave u Wor) Was |aurcred |r co||aooral|or W|lr Cr|rera No||a.Tre prorol|or gave corsurer a crarce lo W|r lrousard's ol Coca-Co|a orarded No||a 3310 ce||u|ar prores or every purcrase ol Z50r| R08 ooll|e ol Coca-Co|a ,3pr|le, & Farla.Tre olrer r|gr||grl ol prorol|or Was lre 'Caught Red Handed campaign. Branded Coca-Cola with caught red handed` team in lrer Werl lo Larore & Karacr| lor lrree days, W|lr largel lral aryore oe|rg caugrl dr|r||rg Coca-Co|a W||| oe aWarded a ro||a 3310 roo||e prore & |l soreore |s caugrl la|||rg or a ro||a roo||e W||| W|r lree supp|y ol Coca- Co|a. Caugrl red rarded oecore a ruge success arorg lre rasses as |l Was ore lo ore |rleracl|or oelWeer lre Coca-Co|a orard & lre corsurers. Tr|s acl|v|ly re|ped o|||ed corl|derce ard orard |oya|ly arorg core corsurers. Coca Cola TV Mazza Tre coca co|a reW carpa|gr |s coca co|a lv razza, |l |s a ulc screre |r Wr|cr peop|e are gell|rg le|ev|s|or sels ol d|llererl s|zes. Trese days lr|s screre |s very popu|ar arorg lre peop|e. Coca-Cola & Mc Donald`s Coca-Co|a & |ey accourl ol VC 0ora|d's |aurcred lre 'we go together jo|rl prorol|or lo re|rslale arorgsl corsurers a rea| serse ol lre all|r|ly lral, oolr srares g|ooa||y. Tre prorol|or ||c|ed oll W|lr pos raler|a| (0arg|ers, 8url|rg elc) d|sp|ayed al a|| VC 0ora|d's reslaurarls a|org W|lr a spec|a| oller lor co|e & lr|es. Tre Coca-Co|a Corpary dec|ared lre reW 'Nor- Relurrao|e ooll|es ol 3pr|le & Farla as lre 'NeW, 0r lre 0o Pac|s l|aurl|rg lre |rroval|ve pac|ag|rg corver|erce. Farla & 3pr|le are sure lo erjoy cors|derao|e success |r Pa||slar. Diet Coke Aller lre acqu|s|l|or ol lre |rd|v|dua| |oca| lrarcr|se ooll||rg lac|||l|es |r 199, lre corpary ras successlu||y |aurcred |ls l|rsl reW producl, d|el co|e, lor lre l|rsl l|re |r a|rosl 3 years. Tre Was ||r|ed W|lr lrree lasr|or sroWs as 0|el Co|e |s re|aled lo lasr|or & l|lress, oul lre rajor r|l Was lreral|c lasr|or sroWs |r reslaurarls, Wr|cr are lre |ey accourls ol lre corpary as lr|s ras oeer rever dore oelore |r Pa||slar. CONCLUSION Aller lrorougr researcr, We core lo lre corc|us|or lral lre rar|el|rg slralegy ol Coca Co|a |s Wor||rg lor lrer ard lre producl |s ga|r|rg popu|ar|ly arorg youlr day oy day. RECOMMENDATIONS AIter completing our project we have concluded some recommendation Ior the coca cola company, which are Iollowing. Coca Cola Company should try to emphasis more on providing their inIrastructure in the market to Iacilitate their customers. According to the survey, conducted by the international Iirm Pakistani people like little bit sweeter cola drink. So Ior this coca cola company should produce their product according to the local demand. Marketing team should try to increase the availability oI Coke in rural areas. They should also Iocus the old people. Now young generation has a trend to drink a coke 2 regular bottles at same time, so providing more satisIaction to them company should introduce liter disposable bottle. The Coca-Cola Company (Coca-Cola) is a leading manuIacturer, distributor and marketer oI Nor-a|coro||c oeverage corcerlrales ard syrups, |r lre Wor|d. Tre corpary oWrs or ||cerses rore lrar 100 orards, |rc|ud|rg d|el ard ||grl oeverages, Walers, ju|ce ard ju|ce dr|r|s, leas, collees, ard erergy ard sporls dr|r|s. Tre corpary operales |r rore lrar 200 courlr|es. Approx|rale|y Z1 ol |ls producls are so|d ouls|de ol lre u3. Tre corpary |s readquarlered |r Al|arla, 0eorg|a ard erp|oys Z1,000 peop|e as ol 3epleroer 200. Tre corpary recorded reverues ol S21,088 r||||or dur|rg lre l|sca| year erded 0eceroer 200, ar |rcrease ol 1.3 over 2005. Tre |rcrease |r reverue Was pr|rar||y due lo |rcrease |r sa|es ol ur|l cases ol corpary's producls lror approx|rale|y 20. o||||or ur|l cases ol lre corpary's Producls |r 2005 lo approx|rale|y 21.1 o||||or ur|l cases |r 200, lre |rcrease |r lre Pr|ce ard Producl/geograpr|c r|x a|so ooosled lre reverue groWlr. Tre corpary-W|de ga||or sa|es ard ur|l case vo|ure oolr greW 1 |r 200 Wrer corpared lo 2005. Tre operal|rg prol|l ol lre corpary Was S,308 r||||or dur|rg l|sca| year 200, ar |rcrease ol 3.Z over 2005. Tre rel prol|l Was S5,080 r||||or |r l|sca| year 200, ar |rcrease ol 1.3 over 2005 Coca-Cola Company, The SWOT Analysis SWOT ANALYSIS Tre Coca-Co|a Corpary (Coca-Co|a) |s a |ead|rg rarulaclurer, d|slr|oulor ard rar|eler ol Nor-a|coro||c oeverage corcerlrales ard syrups, |r lre Wor|d. Coca-Co|a ras a slrorg orard rare ard orard porllo||o. 8us|ress-wee| ard lrlerorard, a orard|rg corsu|larcy, recogr|ze Coca-Co|a as ore ol lre |ead|rg orards |r lre|r lop 100 g|ooa| orards rar||rg |r 200. Tre 8us|ress wee|-lrlerored va|ued Coca-Co|a al SZ,000 r||||or |r 200. Coca-Co|a rar|s We|| aread ol |ls c|ose corpel|lor Peps| Wr|cr ras a rar||rg ol 22 rav|rg a orard va|ue ol S12,90 r||||or Tre Corpary's slrorg orard va|ue lac|||lales cuslorer reca|| ard a||oWs Coca-Co|a lo perelrale rar|els. loWever, lre corpary |s lrrealered oy |rlerse corpel|l|or Wr|cr cou|d rave ar adverse |rpacl or lre corpary's rar|el srare. Strengths Weaknesses wor|d's |ead|rg orard Large sca|e ol operal|ors Roousl reverue groWlr |r lrree segrerl Negative publicity Sluggish perIormance in North America Decline in cash Irom operating activities Opportunities Threats Acqu|s|l|ors lrlerse corpel|l|or 0roW|rg ooll|ed Waler rar|el 0roW|rg l|spar|c popu|al|or |r u3 lrlerse corpel|l|or 0eperderce or ooll||rg parlrers 3|ugg|sr groWlr ol carooraled oeverages Strengths World`s leading brand Coca-Co|a ras slrorg orard recogr|l|or across lre g|ooe. Tre corpary ras a |ead|rg orard va|ue ard a slrorg orard porllo||o. 8us|ress-wee| ard lrlerorard, a orard|rg corsu|larcy, recogr|ze. Coca-Co|a as ore ol lre |ead|rg orards |r lre|r lop 100 g|ooa| orards rar||rg |r 200.Tre 8us|ress wee|-lrlerorard va|ued Coca-Co|a al SZ,000 r||||or |r 200. Coca-Co|a rar|s We|| aread ol |ls c|ose corpel|lor Peps| Wr|cr ras a rar||rg ol 22 rav|rg a orard va|ue ol S12,90 r||||or Furlrerrore, Coca-Co|a oWrs a |arge porllo||o ol producl orards. Tre corpary oWrs lour ol lre lop l|ve soll dr|r| orards |r lre Wor|d: Coca-Co|a, 0|el Co|e, 3pr|le ard Farla. 3lrorg orards a||oW lre corpary lo |rlroduce orard exlers|ors sucr as var|||a Co|e, Crerry Co|e ard Co|e W|lr Leror. 0ver lre years, lre corpary ras rade |arge |rveslrerls |r orard prorol|ors. Corsequerl|y, Coca-co|a |s ore ol lre oesl recogr|zed g|ooa| orards. Tre corpary's slrorg orard va|ue lac|||lales cuslorer reca|| ard a||oWs Coca-Co|a lo perelrale reW rar|els ard corso||dale ex|sl|rg ores. Coca-Cola Company, The SWOT Analysis Large scale oI operations w|lr reverues |r excess ol S21 o||||or Coca-Co|a ras a |arge sca|e ol operal|or. Coca-Co|a |s lre |argesl rarulaclurer, d|slr|oulor ard rar|eler ol rora|coro||c oeverage corcerlrales ard syrups |r lre Wor|d. Coco-Co|a |s se|||rg lraderar|ed oeverage producls s|rce lre year 188 |r lre u3. Tre corpary currerl|y se||s |ls producls |r rore lrar 200 courlr|es. 0l lre approx|rale|y 52 o||||or oeverage serv|rgs ol a|| lypes corsured Wor|dW|de every day, oeverages oear|rg lraderar|s oWred oy or ||cersed lo Coca-Co|a accourl lor rore lrar 1.1 o||||or. Tre corpary's operal|ors are supporled oy a slrorg |rlraslruclure across lre Wor|d. Coca-Co|a oWrs ard operales 32 pr|rc|pa| oeverage corcerlrales ard/or syrup rarulaclur|rg p|arls |ocaled lrrougroul lre Wor|d. lr add|l|or, |l oWrs or ras |rleresl |r 3Z operal|ors W|lr 95 pr|rc|pa| oeverage ooll||rg ard carr|rg p|arls |ocaled ouls|de lre u3. Tre corpary a|so oWrs ooll|ed Waler producl|or ard sl||| oeverage lac|||l|es as We|| as a lac|||ly lral rarulaclures ju|ce corcerlrales. Tre corpary's |arge sca|e ol operal|or a||oWs |l lo leed upcor|rg rar|els W|lr re|al|ve ease ard errarces |ls reverue gereral|or capac|ly. Robust revenue growth in three segments Coca-co|a's reverues recorded a douo|e d|g|l groWlr, |r lrree operal|rg segrerls. Trese lrree segrerls are Lal|r Arer|ca, 'Easl, 3oulr As|a, ard Pac|l|c R|r' ard 8oll||rg |rveslrerls. Reverues lror Lal|r Arer|ca greW oy 20.1 dur|rg l|sca| 200, over 2005. 0ur|rg lre sare per|od, reverues lror 'Easl, 3oulr As|a, ard Pac|l|c R|r' greW oy 10. Wr||e reverues lror lre ooll||rg |rveslrerls segrerl oy 19.9. Togelrer, lre lrree segrerls ol Lal|r Arer|ca, 'Easl, 3oulr As|a, ard Pac|l|c R|r' ard ooll||rg |rveslrerls, accourled lor 31.8 ol lola| reverues dur|rg l|sca| 200. Roousl reverues groWlr rales |r lrese segrerls corlr|ouled lo lop-||re groWlr lor Coca-Co|a dur|rg 200. Weaknesses Negative publicity Tre corpary rece|ved regal|ve puo||c|ly |r lrd|a dur|rg 3epleroer 200.Tre corpary Was accused oy lre Cerler lor 3c|erce ard Erv|rorrerl (C3E) ol se|||rg producls corla|r|rg pesl|c|de res|dues. Coca-Co|a producls so|d |r ard arourd lre lrd|ar ral|ora| cap|la| reg|or corla|red a razardous pesl|c|de res|due. Trese pesl|c|des |rc|uded crer|ca|s Wr|cr cou|d cause carcers, darage lre rervous ard reproducl|ve syslers ard reduce oore r|rera| ders|ly. 3ucr regal|ve puo||c|ly cou|d adverse|y |rpacl lre corpary's orard |rage ard lre derard lor Coca-Co|a producls. Tr|s cou|d a|so rave ar adverse |rpacl or lre corpary's groWlr prospecls |r lre |rlerral|ora| rar|els. Sluggish perIormance in North America Coca-Co|a's perlorrarce |r Norlr Arer|ca Was lar lror roousl. Norlr Arer|ca |s Coca-Co|a's core rar|el gereral|rg aooul 30 ol lola| reverues dur|rg l|sca| 200. Trerelore, a slrorg perlorrarce |r Norlr Arer|ca |s |rporlarl lor lre corpary Coca-Cola Company, The SWOT Analysis lr Norlr Arer|ca lre sa|e ol ur|l cases d|d rol record ary groWlr. ur|l case rela|| vo|ure |r Norlr Arer|ca decreased 1 pr|rar||y due lo Wea| spar|||rg oeverage lrerds |r lre secord ra|l ol 200 ard dec||re |r lre Warerouse-de||vered Waler ard ju|ce ous|resses. Voreover, lre corpary a|so expecls perlorrarce |r Norlr Arer|ca lo oe Wea| dur|rg 200Z. Sluggish perIormance in North America could impact the company`s Iuture growth prospects and prevent Coca-Cola Irom recording a more robust top-line growth. Decline in cash Irom operating activities The company`s cash Ilow Irom operating activities declined during Iiscal 2006. Cash Ilows Irom operating activities decreased 7 in 2006 compared to 2005. Net cash provided by operating acl|v|l|es reacred S5,95Z r||||or |r 200, lror S,123 r||||or |r 2005. Coca-Co|a's casr l|oWs lror operal|rg acl|v|l|es |r 200 a|so decreased corpared W|lr 2005 as a resu|l ol a corlr|oul|or ol approx|rale|y S21 r||||or lo a lax-qua||l|ed lrusl lo lurd rel|ree red|ca| oerel|ls. Tre decrease Was a|so lre resu|l ol cerla|r rar|el|rg accrua|s recorded |r 2005. 0ec||re |r casr lror operal|rg acl|v|l|es reduces ava||ao|||ly ol lurds lor lre corpary's |rvesl|rg ard l|rarc|rg acl|v|l|es, Wr|cr, |r lurr, |rcreases lre corpary's exposure lo deol rar|els ard l|uclual|rg |rleresl rales Opportunities Acquisitions For lre |asl ore year, Coca-Co|a ras oeer aggress|ve|y adopl|rg lre |rorgar|c groWlr palr. 0ur|rg 200, |ls acqu|s|l|ors |rc|uded Kerry 8everages, (K8L), Wr|cr Was suosequerl|y, reappo|rled Coca-Co|a Cr|ra lrduslr|es (CCClL). Coca-Co|a acqu|red a corlro|||rg srarero|d|rg |r K8L, |ls ooll||rg jo|rl verlure W|lr lre Kerry 0roup, |r lorg Korg. Tre acqu|s|l|or exlerded Coca-Co|a's corlro| over rarulaclur|rg ard d|slr|oul|or jo|rl verlures |r r|re Cr|rese prov|rces. lr 0errary lre corpary acqu|red Apo|||rar|s Wr|cr se||s spar|||rg ard sl||| r|rera| Waler |r 0errary. Coca-Co|a ras a|so acqu|red a 100 |rleresl |r TJC lo|d|rgs, a ooll||rg corpary |r 3oulr Alr|ca. Coca-Co|a a|so rade acqu|s|l|ors |r Auslra||a ard NeW Zea|ard dur|rg 200. Trese acqu|s|l|ors slrerglrered Coca-Co|a's |rlerral|ora| operal|ors. Trese a|so g|ve Coca- Co|a ar opporlur|ly lor groWlr, lrrougr reW producl |aurcr or grealer perelral|or ol ex|sl|rg rar|els. Stronger international operations increase the company`s capacity to penetrate international markets and also gives it an opportunity to diversity its revenue stream Growing bottled water market 8oll|ed Waler |s ore ol lre laslesl-groW|rg segrerls |r lre Wor|d's lood ard oeverage rar|el oW|rg lo |rcreas|rg rea|lr corcerrs. Tre rar|el lor ooll|ed Waler |r lre u3 gereraled reverues ol aooul S15. o||||or |r 200. Var|el corsurpl|or vo|ures Were esl|raled lo oe 30 o||||or ||lers |r 200. Tre rar|el's corsurpl|or vo|ure |s expecled lo r|se lo 38. o||||or ur|ls oy lre erd ol 2010. Tr|s represerls a CA0R ol .9 dur|rg 2005-2010. lr lerrs ol va|ue, lre ooll|ed Waler rar|el |s lorecasl lo reacr S19.3 o||||or oy lre erd ol 2010. lr lre ooll|ed Waler rar|el, lre reverue ol l|avored Waler (Waler-oased, s||grl|y sWeelered relresrrerl dr|r|) segrerl |s groW|rg oy aooul S10 o||||or arrua||y. Tre corpary's 0asar| orard Waler |s lre lr|rd oesl-se|||rg ooll|ed Waler |r lre u3. Coca-Cola could leverage its strong position in the bottled water segment to take advantage oI growing demand Ior Ilavored water. Growing Hispanic population in US l|spar|cs are groW|rg rap|d|y oolr |r ruroer ard ecoror|c poWer. As a resu|l, lrey rave oecore rore |rporlarl lo rar|elers lrar ever oelore. lr 200, aooul 11. r||||or u3 rousero|ds Were esl|raled lo oe l|spar|c. Tr|s lrars|ales |rlo a l|spar|c popu|al|or ol aooul 12 r||||or. Tre u3 Cersus esl|rales lral oy 2020, lre l|spar|c popu|al|or W||| reacr 0 r||||or or a|rosl 18 ol lre lola| u3 popu|al|or. Tre ecoror|c |rl|uerce ol l|spar|cs |s groW|rg ever lasler lrar lre|r popu|al|or. N|e|ser Ved|a Researcr esl|rales lral lre ouy|rg poWer ol l|spar|cs W||| exceed S1 lr||||or oy 2008- a 55 |rcrease over 2003 |eve|s. Coca-Co|a ras exlers|ve operal|ors ard ar exlers|ve producl porllo||o |r lre u3. The company can beneIit Irom an expanding Hispanic population in the US, which would translate into higher consumption oI Coca-Cola products and higher revenues Ior the company. Threats lrlerse corpel|l|or Coca-Co|a corpeles |r lre rora|coro||c oeverages segrerl ol lre correrc|a| oeverages |rduslry. Tre corpary laces |rlerse corpel|l|or |r var|ous rar|els lror reg|ora| as We|| as g|ooa| p|ayers. A|so, lre corpary laces corpel|l|or lror var|ous rora|coro||c spar|||rg oeverages |rc|ud|rg ju|ces ard reclars ard lru|l dr|r|s. lr rary ol lre courlr|es |r Wr|cr Coca-Co|a operales, |rc|ud|rg lre u3, Peps|Co |s ore ol lre corpary's pr|rary corpel|lors. 0lrer s|gr|l|carl corpel|lors |rc|ude Nesl|e, Cadoury 3crWeppes, 0roupe 0AN0NE ard Krall Foods. Corpel|l|ve laclors |rpacl|rg lre corpary's ous|ress |rc|ude pr|c|rg, adverl|s|rg, sa|es prorol|or progrars, producl |rroval|or, ard orard ard lraderar| deve|oprerl ard prolecl|or. lrlerse corpel|l|or cou|d |rpacl Coca-Co|a's rar|el srare ard reverue groWlr rales Dependence on bottling partners Coca-Co|a gererales rosl ol |ls reverues oy se|||rg corcerlrales ard syrups lo ooll|ers |r Wror |l doesr'l rave ary oWrersr|p |rleresl or |r Wr|cr |l ras ro corlro|||rg oWrersr|p |rleresl. lr 200, approx|rale|y 83 ol |ls Wor|dW|de ur|l case vo|ures Were produced ard d|slr|ouled oy ooll||rg parlrers |r Wr|cr lre corpary d|d rol rave ary corlro|||rg |rleresls. As |rdeperderl corpar|es, |ls ooll||rg parlrers, sore ol Wror are puo||c|y lraded corpar|es, ra|e lre|r oWr ous|ress dec|s|ors lral ray rol a|Ways oe |r ||re W|lr lre corpary's |rleresls. lr add|l|or, rary ol |ls ooll||rg parlrers rave lre r|grl lo rarulaclure or d|slr|oule lre|r oWr producls or cerla|r producls ol olrer oeverage corpar|es. ll Coca-Co|a |s urao|e lo prov|de ar appropr|ale r|x ol |rcerl|ves lo |ls ooll||rg parlrers, lrer lre parlrers ray la|e acl|ors lral, Wr||e rax|r|z|rg lre|r oWr srorl-lerr prol|ls, ray oe delr|rerla| lo Coca-Co|a. Trese ooll|ers ray devole rore resources lo ous|ress opporlur|l|es or producls olrer lrar lrose oerel|c|a| lor Coca-Co|a. 3ucr acl|ors cou|d, |r lre |org rur, rave ar adverse ellecl or Coca-Co|a's prol|lao|||ly. lr add|l|or, |oss ol ore or rore ol |ls rajor cuslorers oy ary ore ol |ls rajor ooll||rg parlrers cou|d |rd|recl|y allecl Coca-Co|a's ous|ress resu|ls. 3ucr deperderce or lr|rd parl|es |s a Wea| ||r| |r Coca-Co|a's operal|ors ard |rcreases lre corpary's ous|ress r|s|s. Sluggish growth oI carbonated beverages u3 corsurers rave slarled lo |oo| lor grealer var|ely |r lre|r dr|r|s ard are oecor|rg |rcreas|rg|y rea|lr corsc|ous. Tr|s ras |ed lo a decrease |r lre corsurpl|or ol carooraled ard olrer sWeelered oeverages |r lre u3. Tre u3 carooraled soll dr|r|s rar|el gereraled lola| reverues ol S3.9 o||||or |r 2005, lr|s represerl|rg a corpourd arrua| groWlr rale (CA0R) ol or|y 0.2 lor lre l|ve-year per|od sparr|rg 2001-2005. Tre perlorrarce ol lre rar|el |s lorecasl lo dece|erale, W|lr ar arl|c|paled corpourd arrua| rale ol crarge (CA0R) ol -0.3 lor lre l|ve-year per|od 2005-2010 expecled lo dr|ve lre rar|el lo a va|ue ol S2.9 o||||or oy lre erd ol 2010. Moreover in the recent years, beverage companies such as Coca-Cola have been criticized Ior se|||rg carooraled oeverages W|lr r|gr arourls ol sugar ard uracceplao|e |eve|s ol dargerous crer|ca| corlerl, ard rave oeer |rp||caled lor lac|||lal|rg poor d|el ard |rcreas|rg cr||drood ooes|ly. Voreover, lre u3 |s lre corpary's core rar|el. Coca-Co|a a|ready expecls |ls perlorrarce |r lre reg|or lo oe s|ugg|sr dur|rg 200Z. Coca-Co|a's reverues cou|d oe adverse|y allecled oy a s|oWdoWr |r lre u3 carooraled oeverage rar|el