SOUTHEAST UNIVERSITY

Assignment
on
A Portfolio of Coca-Cola LTD.
Course Title: Principles of Marketing

Course Code: MKT 101.01

Submitted To:

Ms. Nandita Saha Nitu

Southeast Business School
Southeast University
Submitted by:
Name ID
Md kawser Ali 2021110000024

Date of Submission: 20th March 2024

1
Page

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Introduction:

The Portfolio is a corporate planning tool that depicts a company's SBUs on a quadrant along the
horizontal axis of relative market share and the vertical axis of market growth.
The Growth-Share Matrix is a business tool that assesses the potential of a company's brand
portfolio using relative market share and industry growth rate parameters, as well as providing
further investment possibilities. BCG matrix is a methodology developed by Boston Consulting
Group to assess the strategic position and potential of a business's brand portfolio. The analysis's
overall goal is to help the corporation determine which brands to invest in and which to divest.

Relative market share:

A larger market share for the firm leads to higher cash returns. This is because a corporation that
generates more revenues has higher economies of scale and an experience curve.

Market growth rate:

A high market growth rate results in bigger earnings and occasionally profits, butit also uses up a lot of
money that is then invested to fuel additional growth.

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 Cows

Dogs

1. PRODUCTS AND BRANDS

Coca Cola is the most famous brand in the world. His name is one of the most
recognized words and that has transpired in world history.

The Coca-Cola Company offers nearly 400 brands in over 200 countries, such as:

 Sprite
 Fanta
 Aquarius
 Fuze Tea
 Andina Valle
 Nordic
 Vital Water
 Powerade

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 The Portfolio for Coca-Cola can be seen in the image above. It includes the company's products, which are
broken down into four categories based on growthrate and market share.

Why The Coca Cola Company is the most successful brand in the world?

Coca Cola can say many things. But what is undeniable is that their product is not
only one of the most consumed worldwide, but is probably the most recognizable and iconic brand on the
planet, much as in recent years companies like Apple, Nike or Facebook have uploaded many integers to
snatch that position.
Something has to do, of course, the famous formula they say keep secret. But in any case, that only explains a
small part of its popularity.
Many factors have contributed to the success of The Coca Cola Company to be become a successful business;
however, there are seven keys that are important to mention, these are:

 The secret formula.

 A truly recognizable logo.
 A bottle with history.
 Quality at the point of sale.
 Fixed price.
 A brand that identified.
 He opted for the franchise model.

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 MARKET ANALYSIS

The purpose of the Company is the realization of related processing and marketing of beverages in general
activities and, in particular, to the manufacture, marketing and distribution of products franchised by the
activities of Coca-Cola Company, which has a license renewable contract.
Since June 1999, the company is a subsidiary of Coca-Cola Embonor S.A.de Chile, through its subsidiary in
Peru, portfolio management company S.A. Peaceful. Coca-Cola Embonor is exclusively dedicated to the
beverage industry, which operates the franchise bottling, distribution and sale of The Coca-Cola Company,
being the largest bottler of Coca-Cola South Latin America. Embonor has 19 bottling plants, 35 bottling lines,
with an installed capacity of 2,239 million liters per year and 6 floors blowing. In December 2001, it had sales
of 992 million liters with 4,231 workers and 202 thousands of customers.
ELSA is the main bottler of soft drinks in Peru, exclusively licensed by The Coca Cola Company to bottle,
distribute and sell the following brands: Coca Cola, Cola Cola Light, Fanta, Sprite, nectarine and Ñusta; and in
some areas of Peru, Inca Kola brands and Inca Kola diet. In addition, in late 2001, due to otorgamientode
Schweppes franchise, which has entered a category aimed at an adult audience with products such as tonic,
Ginger Ale and citrus.
There are four divisions which supplies more than 90% of the Peruvian territory that includes the cities of
Arequipa, Cusco, Ica, Tacna, Juliaca, Trujillo, Chimbote, Chocope, Cajamarca, Huaraz and Iquitos distributed as
follows:
 The Central Division by 71%
 South Division with 18%
 North Division with 09%
 East Division with 02%

CONCLUSIONS

 Coca Cola is a multinational company that through its marketing strategy has
succeeded in bringing a product to the whole world and to beat his great
competitor Pepsi.
 Coca-Cola reached a leadership among all gaseous drinks, product
maintenance of an intelligent advertising style; for this reason, it has taught us
that advertising is an important step in the development and growth of a product
or brand look.
 Since its inception Coca-Cola has been a company that has been concerned
about the physical and mental well-being, not only his audience, but also their
employees.
 Continue with the strategy of lightening and innovation of its packaging as part
of its commitment to environmental care, in addition to the implementation of
recycling technologies, reuse and recovery and boost the recycling industry.

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