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0F C0CA C0lA C0HPAtY

PRESENTED BY:
DEBASISH NAYAK
ROLL NO- 10KB014
ConLenL
W lormulaLlng longLerm ob[ecLlve and grand sLraLegles aL Lhe coca cola
company
W LongLerm ob[ecLlve
W Coca cola sLraLegles
W SLraLeglc analysls and cholce aL Lhe coca cola company
W SLraLeglc analysls
lC8MuLA1lnC LCnC1L8M C8!LC1lvLS Anu C8Anu
S18A1LClLS A1 1PL CCCACCLA CCMAn?
W ln Lhe bookleL enLlLled coca cola
A buslness sysLem Loward 2000 our mlsslon ln Lhe 1990s'
1 SaLlsfled consumers who reLurn agaln for refreshmenL
2 roflLable cusLomers who rely our worldwlde brands and servlces
3 CommunlLles around Lhe world where we are an economlc conLrlbuLlon
and welcomed guesL
4 Successful buslness parLners
3 Shareholders who are bulldlng value Lhrough Lhe power of Lhe coca cola
sysLem
LongLerm ob[ecLlves (1)
W Coca cola company pursues several lnherenL ob[ecLlves as follows
kCII1A8ILI1
uoubledlglL levels annually equal Lo or exceedlng hlsLorlcal levels
kCDUC1IVI1
Lach coca cola faclllLy has as ob[ecLlve malnLenance or lmprovemenL of lLs
operaLlng proflL margln
Long Lerm ob[ecLlve (2)
W CCML1I1IVL CSI1ICN
Coca cola seek Lo be Lhe markeL leader ln markeLs ln whlch lL compeLes
W 1LCnNCLCGICAL LLADLkSnI
Coca cola seek Lo be Lhe leader ln Lhe producLlon and markeLlng
Lechnologles used ln Lhe markeLs ln whlch lL compeLes
Coca cola sLraLegles
CCkL'S S1kA1LGILS
4 Coke ls able Lo pursue low cosL sLraLegles and sLlll en[oy hlgher proflL
margln
4 1he global reallLy LhaL lLs success ls deLermlned ln one local markeL aL a
Llme puLs lL ln Lhe unlque posLure of needlng focus sLraLegles by local
geographlc markeLs
4 noL only does Lhls allow coke Lo peneLraLe exlsLlng markeLs and channels
buL lL preempL new producL efforLs of weaker compeLlLlon
Coca coal sLraLlgles
W verLlcal lnLegraLlon and global commlLmenLs
[olnL venLure
SLraLeglc alllance
ConsorLla appears dependenL on markeL
W Coke has llLLle need for reLrenchmenL Lurnaround and llquldaLlon
sLraLegles
SLraLeglc analysls and cholce aL Lhe coca cola comapny
W 1960
Coke focused on markeL developmenL and producL developmenL ln lLs
core buslness sofL drlnk
1hls focus on slngle buslness concenLraLlon bullL coke a domesLlc
domlnance
W 1980
coke remalned flnanclally sLrong lL found lLself needlng resources Lo
respond Lo challenges and opporLunlLles faclng lLs core buslness aL home
and abroad
W 1990
coke refocus on lLs core buslness sofL drlnks and sofL drlnks boLLllng
SLraLeglc analysls
W Strateg|c ana|ys|s by two approach
Crand sLraLegy selecLlon maLrlx
lL suggesL concenLraLed growLh markeL developmenL producL developmenL and
lnnovaLlon
Coke seeks flrsL Lo hold and expand currenL markeL poslLlon Lhen expand lnLo new
parLlcularly lnLernaLlonal as wall as prevlously underemphaslzed ouLleLs
Cock had Lo look ouLslde Lhe company Loward lLs exlsLlng boLLllng franchlse
neLwork and seek Lo over come weakness by Lhe maLrlx
W Mode| of grand strategy c|uster
lL would focus on Lhe markeL growLh and sLrengLh of coke's compeLlLlve posLlon
W 1hls assessmenL would suggesL follow
lncreased lnvesLmenL ln sofL drlnks
ParvesLlng waLer LreaLmenL and plasLlc fllms
SelecLlve and managlng Lhe [ulce buslness for cash generaLlon
ParvesLlng Lhe aLLracLlve opporLunlLy lf Lhe company couldn'L flnanclally
supporL Lhe opporLunlLy
W Coke's lndusLry analysls shows LhaL Lhe maln LhreaLs Lo lndusLry
proflLablllLy come from buyer power (boLLlers) rlvalry (epsl) and
subsLlLuLes