Gowthami (1225111219)Niharika (1225111239)Shruti.M (1225111251)S. Mohana Vamsi(1225111256)Sweatcha(1225111257)Tanuj (1225111258)

OBJECTIVES

• To know the core values, vision and mission

• To understand the internal and external environment in which Coca Cola operates.

• To understand the future prospects of different products

• To identify and characterize the different growth strategies used by Coca Cola

• To know about the Coca-Cola Company’s strategies management process

Type Soft Drink (Cola)

Manufacturer The Coca- Cola Company

Founder (s) John S. Pemberton

Country of Origin United States

Introduced 1886

Area Served Over 200 countries

Flavors Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.

Employees 92,400

Servings per Day 1.6 Billion

COMPANY OVERVIEW

• Coca-Cola was first sold to the public in Atlanta at Jacob’s Pharmacy

• Only 9 servings of the soft drink were sold each day

• Sales for the first year were only $50 • Today it has 3000 brands-200 nations

VISION

• People: Be a great place to work where people are inspired to be the best they can be.

• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

• Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

• Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

• Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities

• Productivity: Be a highly effective, lean and fast-moving organization.

MISSION

• To refresh the world in body, mind and spirit• To inspire moments of optimism through our brands and our actions• To create value and make a difference everywhere we engage.

VALUES

• Leadership: The courage to shape a better future• Collaboration: Leverage collective genius• Integrity: Be real• Accountability: If it is to be, it's up to me• Passion: Committed in heart and mind • Diversity: As inclusive as our brands• Quality: What we do, we do well

Coca-Cola Bottles

1894 was the first time Coca-Cola was bottled

1894- early 1900s 1905-1916 1915- today

EXTERNAL ENVIRONMENT

PESTLE ANALYSIS

POLITICAL ANALYSIS

ECONOMIC ANALYSIS

SOCIO-CULTURAL ANALYSIS

TECHNOLOGY

ANLYSIS

LEGAL ANALYSIS

ENVIRONMENTAL ANALYSIS

INDUSTRY ANALYSIS

• The food and beverage industry encompasses harvesting, processing, milling, packaging, transport and distribution of products to consumers.

• In 1999, the value of food and beverage industry shipments reached an estimated $487 billion.

• The needs that customer might be seeking to satisfy are: ∙ Physiological: the need of special food items ∙ Economic: the need for good value for the price paid ∙ Social: a friendly atmosphere, to express feelings frankly ∙ Psychological: the need for enhancement of self esteem‐ ∙ Convenience: the desire for someone else to do the

work.

BuyersSuppliers

Substituteproducts

Potentialentrants

Industry competitors

Rivalry amongexisting firms

Threat ofnew entrants

Bargaining powerof suppliers

Bargaining powerof buyers

Threat ofsubstitutes

PORTER’s FIVE FORCES MODEL

COMPANY ANALYSIS

REVENUE

years 2011 2010 2009 2008 2007

Revenue 46.54B 35.12B 30.99B 31.94B 28.86B

Gross profit 28.33B 22.43B 19.90B 20.57B 18.54B

operating income 10.15B 8.499B 8.231B 8.446B 7.252B

Net income 8.572B 11.81B 6.824B 5.807B 5.981B

60%

35%

5%

coca cola pepsi.co others

Market Share of Carbonated Drinks

Product Portfolio of CCI

coca cola17%

thums up36%

limca11%

sprite10%

kinley10%

others15%

STRATEGIES

• Differentiated Marketing• Customer satisfaction• Endorsement of celebrities• Reasonably priced• Consumer connecting advertisements• Availability in every local market

Future plans• Increasing the per capita consumption of its

beverages• Expanding its distribution networks• Leading the beverage revolution in India

COMPETITORS

Competitors Analysis

• Competitors: PepsiCo, Parle Agro Products• Pepsi gives tough fight with almost similar

investment, advertisement, Strategies and Products• Parle resurges with refreshing drinks as Appy Fizz,

Fruity, LMN• PepsiCo also has a snack product line including Lays,

Cheetos and Quaker OAT’s• PepsiCo provide carbonated drinks, Fruit Drinks and

Packaged Drinking Water.

Comparison of financial highlights

COMPANY NAME Coca cola Pepsi.co

Profit Margin 33.768046 10.958194

Asset Turnover 0.577 1.071

Return on Assets 19.506218 11.736928

Earning Per Share 5.12 3.97

Comparison b/w Coke vs. Pepsi

cola35%

thumsup20%

pepsi45%

mazza80%

slice20%

fanta75%

mirinda25%

limca80%

lemon mirinda

20%

kinley50%

evervess50%

kinely80%

Aquafina20%

sprite75%

7up25%

STRATEGIC FORMULATION

- Strong brand image- Financially stable-Strong distribution channel-Heavy promotional activities-70% revenue-outside USA

STRENGTHS

WEAKNESS

-Health care issues.-Product offering restricted to beverages-Inability to launch new product.

THREATS

- Changing consumers preference-legal issues-competition (Pepsi)-Large number of substitutes- Increased prices of raw materials

OPPORTUNITIES

- Large domestic market-Export potential-- Alliances and Merges

BCG MATRIX OF COCA-COLA

Question Mark

STAR

CASH COW

DOG

HIGH LOW

HIGH

LOW

BUSINESS GROWTH RATE

MARKET SAHRE

CONCLUSION

REFERENCES

• http://heritage.coca-cola.com/• http://en.wikipedia.org/wiki/Coca-Cola• www.tonylea.com/2007/coca-cola-case-study/• http://inventors.about.com/od/

sstartinventions/a/soft_drink.htm• http://globaledge.msu.edu/industries/food-an

d-beverage/