Syed Wajih ul Hassan BBA 1724

SYED WAJIH UL HASSAN

BBA
1724

SUBMITTED TO:
Syed Wajih ul Hassan BBA 1724

SIR KAMRAN

Table of contents:
 Executive summary……………………………………..
 Company introduction………………………………….
 Product profiling……………………………………….
 SWOT analysis…………………………………………
 PEST……………………………………………………
 Porter’s differentiation…………………………………
 EFAS…………………………………………………...
 IFAS……………………………………………………
 Industry profile…………………………………………
 TOWS analysis………………………………………..
 Conclusion…………………………………………….
 Recommendation………………………………………
Syed Wajih ul Hassan BBA 1724

Executive summary:
This assignment contains detailed information on Coca cola’s market
conditions which is obtained by performing SWOT, PEST, IEFAS,
TOWS and Porter’s strategy analysis.

Company introduction
Coca cola was established on 1953. It has been established in Pakistan
for more than 67 years. It is a beverage company. Along with
beverages it also produces packaged water.
Current CEO of Coke Pakistan is Asad Nawaz
Currently operating with 6 plants and 2500 employees in the major
cities of Pakistan. Lahore, Gujranwala, Faisalabad, Multan, Rahim yar
khan and Karachi.
Our Mission:
 To refresh the world
 To inspire moments of optimism and happiness
 To create value and make a difference.
Our Vision:
 People: Best place to work where people are stimulated to be
the best they can be.
 Portfolio: Best portfolio of beverages that satisfies the people.
 Partners: Encourage a winning network of customers and
suppliers, together we create mutual, lasting value.
 Planet: Be an accountable citizen that makes a change by
helping build and support people.
 Profit: Maximize return to shareowners while being watchful of
our overall duties.
Syed Wajih ul Hassan BBA 1724

 Productivity: An organization which is best at its work.

Our Values:
 Leadership: Courage to make a better future
 Collaboration
 Integrity: Be genuine
 Accountability
 Passion: Dedicated
 Diversity: As broad as our brands
 Quality: Give our best quality
Syed Wajih ul Hassan BBA 1724

Product profiling

250ml Coke RS 25

250ml can Coke RS 50

1.5ltr Coke RS 90

2.5ltr Coke RS 125

500ml coke RS 45

250ml Diet Coke RS 25

250ml Diet Coke RS 50

500ml Diet Coke RS 45

Syed Wajih ul Hassan BBA 1724

1.5ltr Diet Coke RS 90

250ml Coke Zero RS 45

500ml Coke Zero RS 45

1.5ltr Coke Zero RS 90

25ml Fanta RS 25

250ml Fanta Apple RS 50

250ml Fanta RS 50

500ml Fanta Apple RS 45

500ml Fanta RS 45

1.5ltr Fanta RS 90
Syed Wajih ul Hassan BBA 1724

Pulpy Mango RS 70
350ml

Rani Pulpy Orange RS 70

350ml

250ml Sprite RS 25

250ml can Sprite RS 50

500ml Sprite RS 45

1.5ltr Sprite RS 90

250ml Sprite Zero RS 25

250ml can Sprite RS 50

Zero

500ml Sprite Zero RS 45

1.5ltr Sprite Zero RS 90

Syed Wajih ul Hassan BBA 1724

500ml Kinley RS 30

1.5ltr Kinley RS 50

500ml Dasani RS 30
1.5ltr Dasani RS 55
Syed Wajih ul Hassan BBA 1724

SWOT Analysis of Coca-Cola

Coca-Cola Strengths – Internal Strategic Factors:

1. Strong brand character – Coca-Cola is an exceptionally famous brand
with a remarkable brand personality. Its drinks are the most-selling drinks
in Pakistan.
2. Dominant Market Share – Coca-Cola and Pepsi, the only two biggest
producers of sodas in the refreshment section, Coca-Cola has the biggest
piece of the pie. This important brand is related with 'joy' and has solid
client dependability. Clients can rapidly recognize their specific taste.
Discovering its substitutes is hard for them. Coke, Sprite, Diet Coke,
Fanta and Maaza are the most prominent development drivers for Coca-
Cola.
3. Distribution Network – Coca-Cola has the most productive and most
broad conveyance network on the planet.

Coca-Cola Weaknesses – Internal Strategic Factors:

1. Aggressive rivalry with Pepsi – Pepsi is the greatest opponent
of Coca-Cola. Had it not been Pepsi, Coca-Cola would have
been the reasonable market pioneer in the beverage segment.
2. Product diversification – Coca-Cola has low item expansion.
Where Pepsi has dispatched numerous snacks things like Lays
and Kurkure, Coca-Cola is slacking in this segment. It gives
Pepsi influence over Coca-Cola.
3. Health concerns – Carbonated beverages are one of the
significant sources of sugar admission. It brings about two grave
medical problems – heftiness and diabetes.
Coca-Cola Opportunities – External Strategic Factors:
1. Introduce new products and diversify its segments – Coca-
Cola has the occasion to present new contributions in health and
food fragments much the same as Pepsi. It can add to their
income, and they can stretch out from carbonated beverages.
Syed Wajih ul Hassan BBA 1724

2. Bring advanced supply chain system – Coca Cola's business

totally depends upon coordination’s and production network.
Transportation expenses and fuel costs are consistently on the
ascent. In this way, thinking of some high level and improved
frameworks for appropriation can be a chance.
3. Packaged drinking water – Coca-Cola has 2 packaged
drinking water brands like Kinley and Dasani in Pakistan. There
is a great potential for development in this sector for Coca-Cola.
There is an opening to expand and bring more healthy drinks in
the market to avoid criticism.
Coca-Cola Threats – External Strategic Factors:
1. Water usage controversy – Coca-Cola has confronted
numerous reactions over its water issue. Numerous social and
ecological gatherings have guaranteed that the organization has
a huge utilization of water in water-scarce areas. Also, people
have claimed that Coca-Cola is contaminating water and
blending pesticides in water to clear toxins.
2. Packaging controversy – coca cola has been condemned over
its use of single plastic use bottles which are a single biggest
source of pollution.
3. Direct and indirect competition – Direct rivalry from Pepsi is
clear in the market, however, there are many other companies
which are indirectly challenging with Coca-Cola. They are the
indirect competitors of Coca-Cola which can threaten its market
place.
Syed Wajih ul Hassan BBA 1724

PESTEL ANALYSIS OF COCA COLA

Political:
 Corona sops
 Punjab food authority
 POS-GST
 Tax policy
 Labor, accounting and marketing laws
Economics:
 Economic growth: Pakistan is one of the poorest and least
developed countries in Asia
 High inflation
 Understands consumer taste and preference
 Most of its revenue comes from selling beverages
Social:
 Increased use of social media
 Increasing Health consciousness
 Cock studio
 Targets every social class
Technological:
 Best delivery network
 Improving R & D
 Access to new technology before competitors:
 Communication infrastructure:
Environmental:
 Pledge to plant over 10,000 trees & support government’s clean &
green Pakistan program
 High water usage
 Plastic pollution
Legal:
 Health and safety laws
 Employment laws
 Consumer protection laws
Syed Wajih ul Hassan BBA 1724

Porter’s Strategy

Cost Leadership
The competitive strategy used by Coca Cola is cost leadership. This is a strategy
used by successful brands that are leading in the world. Cost leadership is a very
good strategy that helps brands rapidly increase market share and gain
reputation. Everyone wants to spend less on any product. Mainly, the middle
class loves low prices which forms a very large part of Coca Cola’s consumer
base. Coca Cola has retained the prices of its goods low. These are reasonable
products and available easily in every place of the world. Coca Cola has
guaranteed both affordability and availability which has led to both higher sales
and reputation. This has showed to be a cause of sustainable competitive
advantage for Coca Cola.
Coca Cola applies discounts and promotions to rise sales. It is generally for the
affordability of its products however, that the sales of the brand and its products
have remained high. We can see that the benefits of cost leadership can be seen
clearly.
Syed Wajih ul Hassan BBA 1724

EFAS
Weight COKE PESPSI
Opportunity: Rate Weight Rate Rate Weight
Rate
1. Introduce new products and 0.20 4 0.80 3 0.60
diversify its segments
2. Brings advanced supply 0.20 3 0.60 2 0.60
chain system
3. Health drinks production 0.15 2 0.30 3 0.30

Threats:
1. Water usage controversy 0.10 4 0.40 4 0.40
2. Packaging controversy 0.20 3 0.60 3 0.60
3. Direct and indirect 0.15 3 0.45 3 0.45
competition
Total 3.15 2.95

IFAS

Weight COKE PEPSI

Strengths: Rate Weight Rate Rate Weight
Rate
1. Strong brand identity 0.20 3 0.60 3 0.60
2. Dominant market share 0.20 3 0.60 4 0.80
3. Distribution system 0.20 3 0.60 4 0.80
Weakness:
1. Aggressive competition 0.15 3 0.45 3 0.45
2. Product diversification 0.15 2 0.30 2 0.30
3. Health concerns 0.10 3 0.30 2 0.30
Total 2.85 3.25
Syed Wajih ul Hassan BBA 1724

Industry profile of coca cola

Overview:
Coca cola is a beverage company which makes nonalcoholic
beverages. Coca cola came to Pakistan in 1953. Coca cola has 6
plants in the major cities of Pakistan.
Revenue in Pakistan:
1.74Billion Dollars
Number of employees:
2500
Products:
Its major products in Pakistan are:
Coca cola
Sprite
Fanta
Kinley
Dasani
Pulpy Juices
Target market:
Coke targets the young generation of Pakistan through its
commercials.
Target classes:
Syed Wajih ul Hassan BBA 1724

Coke targets all kinds of classes whether it’s middle, upper or lower
class.
Factors that affect the sales:
Income of the people
Weather
Competitors
Major competitors:
Major competitor of the coke is Pepsi. Although there is Pakola and
other beverage companies in Pakistan but they do not impose a big
threat to coca cola.

TOWS
Syed Wajih ul Hassan BBA
Threats:
1. Water usage controversy
2. Packaging controversy
3. Direct and indirect
competition
Weakness: 1) Unfortunately it is necessary for
1. Aggressive coke to move out to the places with
competition with excessive water supply because water
Pepsi shortage is getting serious issue which
2. Product can result in its plant getting shut
diversification down.
3. Health concerns 2) Coke must change their plastic
packaging to more eco-friendly
packaging to reduce the pollution
Strengths: 1) Coke is most dominant company in
1. Strong brand identity the market it should use its resources
2. Dominant Market to ditch plastic bottles and bring eco-
Share friendly bottles.
3. Distribution system 2) Focus on any flaws in distribution
system that can be exploited by other
competitors.
1724
Opportunity:
1. Introduce new products
and diversify its
segments
2. Bring advanced supply
chain system
3. Healthy drinks
1) Coke must diversify its
products and segments like its
competitor Pepsi
2) Coca cola should introduce
healthy drinks because health
concerns among people are
rapidly increasing
1) Diversify its product types
using strong brand identity as an
advantage.
2) Coke got the best distribution
system than its competitors.
Using this system coke should
bring healthy drinks into the
market.
Syed Wajih ul Hassan BBA 1724

Recommendations and Conclusion

Expand into snacks market:

 Most rivals like Pepsi are already producing snack like
Lays and Kurkure
Expand flavored water and mineral water segments:
 Bottled water is a fastest growing product.
Focus on healthy drinks:
 Carbonated drinks may decline rapidly in future
 People are becoming health conscious.