Final project The Coca-Cola Company

Bilal Sarwar Abdul Aziz Jhanzeb Nawz Saad Khan Afraiz Tariq Abu Bakar FA11-BEL-016 FA11-BEL-001 FA11-BEL-025 FA11-BELFA11-BELFA11-BEL-

Introduction
The Coca-Cola Company is one the most popular beverage brands in the world. Coverage:
Operates in 46 states in United states 10 provinces in Canada 6 major countries of Europe

It facilitates:
Population of 298 million people and round about 80% of the worlds population. Headquarter: United States of America Host countries: Two Hundred

History
Invented by: John S. Pemberton in 1886 in Columbus, Georgia as coca-wine. Initially sold as patent medicine First sale: Jacobs pharmacy in Atlanta, Georgia in 1886 First Advertisement: 29th May 1886 Asa Griggs Candler bought the company in 1887 First bottling: In 1891 at Vicksburg, Mississippi at Biedenharn candy Company Proprietor: Joseph A. Biedenharn

History (Cont)
In 1985 Coca-Cola changed the formula of the drink to respond to its competitor, Pepsi. People preferred Pepsi over Coke, new Coke changed the Preference. Market share for new Coke dwindled to only 3% by 1986 In 1992 the name was changed to Coke II By 1998 it was sold in only a few places in the Midwestern U.S.

Coca Cola In Pakistan

Began operations in 1953 Benjamin H. Oehlert Jr. served as Ambassador in Pakistan from 1967 to 1969 Coca cola Promoted its marketing again in January 2000. CCBPL registered office: In Karachi Corporate Head Office: In Lahore.

Mission Statement
We exist to create value for our share owners on a long-term basis by building a business that enhances The Coca-Cola Companys trademarks. This is also our ultimate commitment. As the worlds largest beverage company, we refresh that world. We do this by developing superior soft drinks, both carbonated and non-carbonated, and profitable non-alcoholic beverage systems that create value for our Company, our bottling partners and our customers.

Vision
People: Being a great place to work where people are inspired to be the best they can be Planet: Being a responsible global citizen that makes a difference Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples' desires and needs Partners: Nurturing a winning network of partners and building mutual loyalty Profit: Maximizing return to shareowners while being mindful of our overall responsibilities

Departments of Coca-Cola Beverage Private Limited (CCBPL)

Production Department Industrial Relation Department Sales Marketing Department Human Capital Department Finance Department D & L Department Sales Department

Organizational Chart of Sales Department

GM SBU

CEO
Pakistan

GM CBU

BOM

BOM

BOM

Account Manager

Production Manager

Sale &Mkt Manager

Technical Manager

Logistic Manager

Admin Manager

RSM

RSM

RSM

Sale Manager

Sale Manager

Sale Manager

Market Development Officer

Market Development Officer

Market Development Officer

Sales & Marketing Officer

Sales & Marketing Officer

Sales & Marketing Officer

SWOT Analysis
(External Environment)
Strength:
Pioneers in the soft drink industry. Well informed team strong commitments and positive attitude towards serving the company (Quality (Product, Services) Highly trained, motivated, committed and professional staff. Leadership in national/local key accounts. Coca Cola, the worlds most powerful trademark and other highly valuable trademarks. Strong global leadership in the beverage industry in particular and in the business world in general.

Weakness
Insufficient brand activities in both ATH and BTH. Do not have replacement of MOUNTAIN DEW (cans and mineral water) Low compensation and benefits, compared to the market, leading to high turnover. Distribution network is weak particularly in Pakistan. Ineffective management perspective over the competitive situation of Pakistan.

SWOT Analysis
(Internal environment)
Opportunities:
Highly focus on weighted accounts in direct areas. New products i.e. Q1/Sprite 3G, Energy Drinks, Mineral water and juices. Highly focus on advertisement and sales promotion.

Threats:
Spurious Drinks. Potential launch of juice competitors. Successful launch of Mountain Dew can lead to launch of other new C&D brands. Competitors are the main threat for the company.

Stake holders Relationship

The relationship of the company with stakeholders is as follow: Media:
Coca-cola has hired very expensive and talented actors for its advertising campaigns so the coverage on media is very good.

Customers: At international level Coke has many loyal customers but in Pakistan due to some reasons it lacks it popularity among the buys. Public Pressure groups: The relationship of coke with the pressure groups is not very good because they tend to demote coke ion Pakistan by creating its new rivals after every short period of time. Government: The company have friendly relations with government and working within the legal circle the company is excelling.

 Shareholders: The main objective of the company is to satisfy the valued shareholders and to gain maximum profit Competitors: With Pepsi the only major competitor, company have intense relationship with Pepsi and there is a strong economic battle between the two rivals. Employees: At Coca-Cola the employees are highly motivated and have strong positive relation with the company and work to the best of their ablilities to gain profit for the organization.

BCG Matrix
BCG MATRIX

HIGH

GROWTH OF MARKET

?
STAR QUESTION MARK DOG CASH COW
HIGH RELATIVE SHARE LOW

LOW

Distribution The key element of marketing is distribution. The success of entire business depends on the distribution. Coca cola makes sale through distribution channel (producer retailer customer) but in order to get market share it can go for producer wholesaler retailer consumer

Brands
Coca Cola Diet Coke Sprite Sprite Zero Sprite 3G Fanta Fanta Apple Kinley Splash 250ml, 500ml, 1ltr 1.5ltrs, 2.25ltrs

Conclusion
We concluded that despite the fact Coca-cola currently occupies the market leadership position overall but it does not guarantee that the company will sustain its position in the future as well.

In Pakistan as compared to Pepsi, Coca-Cola has less number of consumers as Pepsis market share in Pakistan is approximately 58% where as coke market share is hovering about 32%
Hence the conclusion is that Coca-Cola must enhance factors such as relationship marketing, innovation and technology specially in Pakistan to attain market leader position in this region as well.