OVERVIEW OF THE COMPANY

The Coca-Cola Company is one of the most recognized brands in the Philippines
and throughout the rest of the world. The first taste of
Coca-Cola drink is savored at Jacobs Pharmacy on
May 8, 1886, in which nine (9) drinks a day are sold
during the year. The Company Accountant, Frank
Robinson, names the famous drink Coca-Cola and
thought that the two Cs would look great in advertising. Prior to his death in 1888, Dr.
Pemberton sold fractions of Coca-Cola to heterogeneous individuals; it is sold to Atlanta
businessman, Asa G. Candler. Distribution of Coca-Cola broadens in Atlanta under Mr.
Candlers supervision. In 1894, Coca-Cola impressed Joseph Biedenharn. Mr.
Biedenharn then invested bottling machinery rear his soda fountain in Mississippi and
soon became the first to put Coca-Cola in bottles.
In 1899, three enterprising businessmen in Tennessee secured and purchased
the bottling rights from Asa Candler for just $1 and sold Coca-Cola. Benjamin Thomas,
Joseph Whitehead developed what became the Coca-Cola worldwide bottling system.
The Coca-Cola Company manufactures, allocates and markets non-alcoholic
beverage concentrates and syrups. Coca-Cola owns or licenses more than four
hundred (400) brands, including light and diet beverages, waters, juice and juice drinks,
teas, coffees, sports and energy drinks. The Company sells its finished beverage
products bearing the Coca-Cola Trademarks in more than two hundred (200) countries.

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In order to triumph such a reputable heirloom for the Coca-Cola Company, it

devises a good Roadmap that headed the business way to thrive as a successful one
over the past years.
The Roadmap of Coca-Cola starts with a Mission, which is enduring, that
declares its purpose as a company and sserves as the standard against which the
company weigh their actions and decisions.

To refresh the world.

To inspire moments of optimism and happiness.
To create value and make a difference.

The Vision of Coca-Cola serves as the framework for the Roaadmap and guides
every aspect of businessby, describing the need to accomplish in order to continue
achieving sustainable, quality growth.

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 peoples desires and needs.

Partners: Nurture a winning network of customers and suppliers, together

that creates 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

the overall responsibilities.

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

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In line with every principle of The Coca-Cola Company, the focus of the business
is on the needs of the consumers and franchise partners. And to get out into the market
and listen, observe and learn and possess a world view. Hence, working smart for the
Company gave the edge on what is trend, Coca-Cola remain responsive to change
while having the courage to change course when needed.
The Coca-Cola Company exists to benefit and refresh everyone it touches. For
the business, quality is more than just something that individuals can taste, see nor
measure. And it shows in the every action of the company.
Operations
Coca-Cola Company manages seven main operating divisions, it includes:
Eurasia and Africa, Europe, Latin America, North America, Asia Pacific, Bottling
Investments, and Corporate. The North America operating district generates the
majority of its revenue from the sale of finished beverages, while the other geographic
regions get most of their business from the manufacture and sale of beverage
concentrates and syrups.
Geographic Reach
The sales of The Coca-Cola Company escalated up to 55% outside the US, in
some 200 countries worldwide across Eurasia, Africa, Europe, North America, and the
Pacific Region. Important international markets include Asia, Latin America, and Europe,
which make up 30% of revenue, combined.
Sales and Marketing
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Not only is Coca-Cola one of the world's most recognizable and valuable brands,
but The Coca-Cola Company supports the largest beverage distribution system in the
world, made up of company-owned or controlled bottling and distribution operations, as
well as independently owned bottling partners, distributors, wholesalers, and retailers.
Beverages bearing trademarks owned by or licensed to them account for 1.9 billion of
the approximately 57 billion beverage servings of all types consumed worldwide every
day.
The first marketing strategy of Coca-Cola Company was performed by promoting
free samples of Coca-Cola through coupons. In 1887, the Coca-Cola Companys
coupon strategy was supported by newspaper advertising. To keep its brand foremost in
the mind of consumers, the company spent $3.5 billion on advertising in 2014, up from
roughly $3.26 billion in 2013 and 2012.
Strategy
The popularity of soft drinks, especially in developed markets, has been on the
decline since about 2005 as negative publicity about obesity and other health risks
continues to threaten sales. As a result, The Coca-Cola Company and other top soft
drink makers are turning toward other parts of their noncarbonated product portfolio for
growth, such as fruit juices, sports and energy drinks, and bottled water and tea
beverages.
A part of the plan to rely less on the old way of doing business, and compensate
for falling sales amidst changing tastes, the company is selling many of its low-margin

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bottling operations to concentrate on higher margin operations like selling concentrates

and syrups to bottlers.
The Coca-Cola Company is also looking to relatively undeveloped markets with a
growing middle class and money to spend on soft drinks and juices. To that end, it
announced it will invest $5 billion with its bottling partners in Africa by 2020, raising its
investment in the region to $17 billion from 2010 to 2020. Coke plans to build new
manufacturing capacity, develop sustainability initiatives and create jobs.
In a move that supports expanding its fruit-based drink portfolio and investing; in
late 2014 The Coca-Cola Company announced a partnership with alcoholic beverage
company SABMiller and South Africa's Gutsche Family Investments to create CocaCola Beverages Africa, the continent's largest bottler. And the company is also working
on a partnership thatll develop Home Beverage System.

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CORE PRODUCT OF THE COCA-COLA COMPANY

Coca-Cola is the worlds best-known beverage company. It traditionally
manufactured concentrates, syrups and powders and sold them to authorized bottling
partners, who converted them to finished products and sold them to distributors,
wholesalers and retailers.
Its core product contribution is sparkling beverages but also includes still
beverages such as water, juice and energy drinks. The list below is the top 10 best
seller of the coca cola company.
Top 10 Most Popular Coca-Cola Products

The

Coca-Cola

Company is a multinational manufacturer and retailer of non-alcoholic beverages.

Unlike its closest competitor, Pepsi, it has refused to diversify into other food products
and instead continued developing beverages. In fact, the company owns four of the
worlds top five biggest beverage products in the world.
Five hundred brands in 200 countries and territories under the company wing,
add to the total of 1.6 billion gallons of Coca-Cola products consumed every day
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worldwide. An average of 10,450 Coca-Cola Company brand drinks consumed every

second. It has in its portfolio the brand declared as the best-selling soft drink in the
world, and it is the number one global brand in 2010.
The company is estimated to be worth $70.5 billion. It has experienced
continuous growth for years and in 2012, it grossed about $48 billion. It has an amazing
15 billion-dollar brand under its fold.

Ten Biggest Coca-Cola Products

10. Fuze
The first item on this list is a billion-dollar brand that is
very well received in Asia. It includes products of fruit juices,
non-carbohydrate drinks, and vitamin-fortified beverages as
well as teas that are a big hit in tea-loving countries such as
Japan.
9. Del Valle
Del Valle is a new brand acquired by the Coca-Cola
Company. It is a line of natural fruit juices, extracts, and
juices. It is now one of the companys billion-dollar
companies. It is currently making waves in the Latin
American market, with large sales in Mexico, Venezuela, Brazil, and the like.
8. Minute Maid
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Another fruit brand of drinks, this one also has a line

of concentrates and one of carbonated drinks mixed in with
some fruit juice. It has a large traction among the market in
Europe and it is the largest distributor of fruit juices in the
world. It generates about $2 billion in global sales.
7. Powerade
Powerade is Coca-Colas line of sports drink. It is
claimed to contain a mix of electrolytes and carbohydrates to
replace chemicals lost when one is sweating. It was designed to
compete with Gatorade. Currently, the market favors the latter,
which holds about 75% of the market in the United States.
Powerade, cornering about 25% of the U.S. market, is still
growing even amidst challenges from competing brands.
6. Coca-Cola Zero
One of the youngest among the companys brands, Coca-Cola
Zero is generally marketed towards a young, hip, upwardly
mobile market. It boasts of zero calories (appealing to image
conscious youth) with a taste that approximates that of the
classic Coca-Cola.
It was originally targeted to be the more masculine version of Diet Coke, which
many feel is feminine. Released in 2004, it was said to be supported by the companys
biggest product launch in decades, complete with viral online marketing and real-life
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movements pushing for the product. The hard work paid off, with the brand now listed
among the greats of the carbonated drinks pantheon.
5. Fanta
The Fanta line of drinks is the fruit carbonated
drink of the family. Fun, almost healthy, and tasty, it is
considered the second largest brand of the company
outside the United States. It is consumed about 130
million times daily all over the world.
It was said that Fanta only came into existence when Coca-Cola in Germany
found it difficult to import all of the ingredients for its usual carbonated drink products
during World War II. The head of that division then decided to make a product using
only what is available in the country at the time. The improvisation proved to be a big
hit, however, with the product spreading throughout Europe after the war, and then on to
other territories. It now has over one hundred (100) different varieties to choose from.

4. Sprite

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Sprite, the clear, refreshing drink flavored with lemon and lime, which
comes in the distinctive green bottle, corners eight per cent of the
beverage market. It was first introduced in the 1960s to combat
the increasing popularity of Pepsis 7-Up.
With excellent marketing (think Obey Your Thirst!)
and a little backdoor dealing (The Coca-Cola Company
pressured its bottlers that distribute 7-Up to replace it with Sprite), this drink finally
overtook its competitor and it has never looked back.
3. Dr. Pepper
It may be quite odd for people in some markets to
see Dr. Pepper ranking so high up in the list of Coca-Cola
Companys most popular products. However, it really does
pull in quite a lot of money for the company.
Already in existence since the late 19th century and
first introduced for the United States customers in the early 1900s, the centenarian
brand has amassed a rabid pool of loyal followers. It may be unfamiliar in some
markets, but the Dr. Pepper fans say they like the distinct flavor that no other soda can
match.

2. Diet Coke

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Diet Coke cornered 17% market share in 2012. Recently, it

passed perennial beverage bridesmaid Pepsi to become the worlds
number two soda beverage.
There really is no telling what makes the Diet Coke tick with
so many people in a way that no other diet, low-sugar, carbonated
drink has ever done before. But the numbers speak for themselves - people from 150
territories worldwide really love their Diet Coke.
1. Coca-Cola Classic
Unarguably the largest and most recognizable beverage brand in

the

whole world, Coca-Cola is also the bestselling product from the

Coca-Cola Company. It has inevitably captured the hearts of
generations of soda drinkers, available in all territories except
North Korea and Cuba. It is in many media platforms, most
recently as a product placement in American Idol Season
12. It has even conquered outer space, with special designed Coca-Cola Space Can,
from which astronauts of the Space Shuttle Challenger drank their soda.
The Coca-Cola Companys namesake makes up about 80% of the companys
considerable or 26% of the beverage marketthat really leaves no room for ambiguity
about which product sits on the throne of this particular beverage company.

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Evolution of Coca-Cola:

In 1899, the first bottle of Coke is the Hutchinson

Style trademarked by The Coca- Cola Trademark.

In the year 1900, The Coca-Cola Contour Bottle prototype

was released. It is designed by Alexander Samuelson.

In 1921, the first use of the slogan Thirst Knows No

Season helps transition Coca-Cola from a summer
beverage to one enjoyed year-round.

In 1931, the bell-shaped Coca-Cola fountain glass debuts.

During the year of 1931, the Sprite Boy character is

introduced in advertising to convey the message that
Coca-Cola are two terms that reference the same
product.

In 1947, the red disc metal sign is introduced in diameters

ranging from twelve to forty-eight (12-48) inches.

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1950, Coca-Cola becmes the first product to appear on the cover of Time
Magazine.

1960, 12-ounce cans are introduced. In 1963, the Things Go Better with Coke
advertising campaign begins. On the radio, pop singes like The Supremes, Ray
Charles, and the like use their own unique music styles to swing the jingle.

In 1969, a new graphic look for the Coca-Cola system is introduced, featuring a
red-and-white color scheme and logo.

The New vs. Classic, the formula of the company

changed all throught out its existence. And up until
the present time, continuous innovation is made and
being formulated by Coca-Cola.

TOTAL QUALITY MANAGEMENT OF THE

COCA-COLA COMPANY
The Quality Management System
It is very important that each product that Coca Cola produces is of a high quality
standard to ensure that each product is exactly the same. This is important as the
company wants to meet with customer requirements and expectations. With the brand
having such a global presence, it is vital that these checks are continually consistent.
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The standardized bottle of Coca Cola has elements that need to be checked whilst on
the production line to make sure that a high quality is being met. The most common
checks include ingredients, packaging and distribution. Much of the testing being taken
place is during the production process, as machines and a small team of employees
monitor progress. It is the responsibility of all of the Coca-Cola staffs to check quality
from hygiene operators to product and packaging quality. This shows that these
constant checks require staff to be on the lookout for problems and take responsibility
for this, to ensure maintained quality.
Coca-Cola uses inspection throughout its production process, especially in the
testing of the Coca-Cola formula to ensure that each product meets specific
requirements (Coca-Cola, 2011). Inspection is normally referred to as the sampling of a
product after production in order to take corrective action to maintain the quality of
products (Summers, 2009).
Coca-Cola has incorporated this method into their organizational structure as it
has the ability of eliminating mistakes and maintaining high quality standards, thus
reducing the chance of product recall. It is also easy to implement and is cost effective.
The Coca-Cola Company uses both Quality Control (QC) and Quality Assurance
(QA) throughout its production process. In QC and QA, state of the art computers check
all aspects of the production process, maintaining consistency and quality by checking
the consistency of the formula, the creation of the bottle (blowing), fill levels of each
bottle, labeling of each bottle, overall increasing the speed of production and quality
checks, which ensures that product demands are met (Muirhead, B. 2011). As

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discussed in a book of Summers, QC and QA help reduce the risk of defective products
reaching a customer; problems are found and resolved in the production process
(Summers, 2009), for example, bottles that are considered to be defective are placed in
a waiting area for inspection.
Quality Assurance also focuses on the quality of supplied goods to Coca-Cola,
for example sugar, which is supplied by Tate and Lyle. Coca-Cola informs that they have
never had a problem with their suppliers. QA also involve the training of staff ensuring
that employees understand how to operate machinery. Coca-Cola ensures that all
members of staff receive training prior to their employment, so that employees can
operate machinery efficiently. Machinery is also under constant maintenance, which
requires highly skilled engineers to fix problems, and help Coca-Cola maintain high
outputs.
Every bottle is also checked that it is at the correct fill level and has the correct
label. This is done by a computer which every bottle passes through during the
production process. Any faulty products are taken off the main production line. Should
the quality control measures find any errors, the production line is frozen up to the last
good check that was made. The Coca Cola bottling plant also checks the utilization
level of each production line using a scorecard system. This shows the percentage of
the line that is being utilized and allows managers to increase the production levels of a
line if necessary.
Coca-Cola also uses Total Quality Management (TQM), which involves the
management of quality at every level of the organization, including; suppliers,

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production, customers and the like. This allows the company to retain and/or regain
competitiveness to achieve increased customer satisfaction. Coca-Cola uses this
method to continuously improve the quality of their products. Teamwork is very
important and Coca-Cola ensures that every member of staff is involved in the
production process, meaning that each employee understands their job/roles, thus
improving morale and motivation, overall increasing productivity. Total Quality
Management (TQM) practices can also increase customer involvement as many
organizations, including Coca-Cola relish the opportunity to receive feedback and
information from their consumers. Overall, reducing waste and costs, provides CocaCola with a competitive advantage.

The Production Process

Before production starts on the line cleaning quality tasks are performed to rinse
internal pipelines, machines and equipment. This is often performed during a switch
over of lines for example, changing Coke to Diet Coke to ensure that the taste is the
same. This quality check is performed for both hygiene purposes and product quality.
When these checks are performed the production process can begin.
Coca Cola uses a database system called Questar which enables them to
perform checks on the line. For instance, all materials are coded and each line is issued
with a bill of materials before the process starts. This ensures that the correct materials
are put on the line. This is a check that is designed to eliminate problems on the
production line and is audited regularly. Without this system, product quality wouldn't be
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assessed at this high level. Other quality checks on the line include packaging and
carbonation which is monitored by an operator who notes down the values to ensure
they are meeting standards.
To test product quality further lab technicians carry out over 2000 spot checks a
day to ensure quality and consistency. This process can be prior to production or during
production which can involve taking a sample of bottles off the production line. Quality
tests include the CO2 and sugar values, micro testing, and packaging quality and cap
tightness. These tests are designed so that total quality management ideas can be put
forward. The machine performed revolutions around the products wrapping it in plastic
until the contents were secure. One initiative they adopted meant that one less
revolution was needed. This idea however, did not impact on the quality of the
packaging or the actual product therefore saving large amounts of money on packaging
costs. This change has been beneficial to the organization. Continuous improvement
can also be used to adhere to environmental and social principles which the company
has the responsibility to abide by. Continuous Improvement methods are sometimes
easy to identify but could lead to a big changes within the organization. The idea of
continuous improvement is to reveal opportunities which could change the way
something is performed. Any sources of waste, scrap or rework are potential projects
which can be improved.
The successfulness of this system can be measured by assessing the
consistency of the product quality. Coca-Cola (2011) say that Our Company's Global
Product Quality Index rating has consistently reached averages near 94 since 2007,
with a 94.3 in 2010, while our Company Global Package Quality Index has steadily
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increased since 2007 to a 92.6 rating in 2010, our highest value to date. This is an
obvious indication that the Quality System is working well throughout the organization.
This increase of the index shows that the consistency of the products is being
recognized by consumers.

Customer Satisfaction
Coca-Cola controls its customer satisfaction by having a code on the bottles it
produces. This means that if there is a fault, then that code can by entered into the
Coca-Cola database and they can find out what plant it was produced at and where it
was distributed to. This helps customer satisfaction because if there is a faulty group of
Coke bottles then they can be recalled before any other customers find problems with a
particular batch of Coke products. They also have an OTIF rating system for distributors
(OTIF stands for 'on time in full'). External customers, such as distributors can rate
Coca-Cola's delivery based on, if it was on time and the full stock was delivered. Coca
Cola also use mystery shoppers to examine the quality of the products and how
satisfied customers are with those products.
Corporate Social Responsibility
As part of the quality system, factors such as Corporate Social Responsibility are
important as many organizations have a number of roles and responsibilities that they
must adhere to, to ensure they provide high levels of quality and customer satisfaction.
Coca-Cola's responsibilities include: 'Beverage Benefits', 'Active Healthy Living',

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'Community', 'Energy and Climate', 'Sustainable Packaging', 'Water Stewardship' and

'Workplace' (Coca-Cola, 2011).
Overall, Coca-Cola takes quality very seriously, and ensures that the company
meets the requirements and consumer expectations in the market place.
Coca Cola have considered the need to meet with environmental standards in
both their product design and the production process. These standards were
implemented in the production area we witnessed firsthand. These implications are
important factors during the design and development of new products, packaging,
production processes and factory facilities. Coca Cola abide by the ISO14001 guideline
in order to 'implement, maintain and improve an environmental management system'
(The ISO 14000 Environmental Management Guide) (Coca-Cola Enterprises Ltd, 2011).
One of the main environmental initiatives taken up by Coca Cola was Water
Stewardship in which the company aims to improve their water efficiency by 20% by
2012. Water is used by Coca Cola for production processes such as cleaning, heating
and cooling. The overall aim of these factors is to minimize the cost of producing new
and existing packaging without compromising the product. However, at one of the
factory of the company struggled to meet with this level of stewardship at present.

SWOT ANALYSIS OF THE COCA-COLA COMPANY

Strengths

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Advertising and Marketing Capabilities: The Coca-Cola Companys annual

advertising spending was accounted for 6.9% of total revenues each year. In
addition, the companys total marketing expense reached 15.2% of total revenue.
In 2014, The Coca-Cola Company was the largest advertiser and marketer in the

beverage industry in the world.

Extensive and Expanded Product Portfolio: The Coca-Cola Company offers
more than six hundred fifty (650) brands to consumers in over two hundred (200)

countries. It has the most extensive beverage product portfolio in the industry.
Brand Equity: The Interbrand in 2011 awarded Coca-Cola with the Highest
Brand Equity Award. With its vast global presence and unique brand identity is

definitely one of the costliest brands with the highest brand equity.
Company Valuation: The best global brand in the world in terms of value. This
variation includes the brand value, he numerous factories, and assets spread out

across the world and the complete operations cost and profit of the company.
Largest Market Share: There are only two (2) big competitors in the beverage
segment - Pepsi and Coca-Cola. Out of these two (2), Coca-Cola is the clear

winner and hence has the largest market share.

Fantastic Marketing Strategy: Coca-Cola always tries to win peoples heart. As
seen in the companys Total Quality Management, continuous innovation is made

and being formulated.

Customer Loyalty: With such strong products, it is natural that Coca-Cola has a

lot of customers which is evident up to this day.

Distribution Network: Coca-Cola has the largest distribution network because
of the demand in the market for its products. On the other hand, due to this
successful distribution network, Coca-Cola has been able to command such a
high market price.

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Weaknesses

Competition with Pepsi Co.: Pepsi is a thorn in the flesh for Coca-Cola. The
company would have been the clear market leader had it not been for Pepsi. The
competition in these two (2) brands is immense and Pepsi wont give up easily.
Product Diversification is Low: As manifested in the Total Quality Management
of Coca-Cola, the company lacked in branch out products. Pepsi has made a
smart move and diversified into the snacks segment with products like Lays,
Kurkure, and Coca-Cola is missing from that segment. The move of Pepsi drove
good revenue for them.
Absence in Health Beverages: Carbonated beverages are one of the major
reasons for fat intake which is a major problem affecting people nowadays, which
we all know is called Obesity. And Coca-Cola is the largest manufacturer of
carbonated beverages.
Water Management: Coca-Cola has faced flak in the past due to is water
management issues. Several groups have raised lawsuits in the name of the
company because of its vast consumption of water even in scarce regions. Thus,
water management needs to be better for Coca-Cola.

Opportunities

Bottled Water Consumption Growth: Consumption of bottled water is expected

to grow at the rest of the world.

Increasing Demand for Healthy Food and Beverages: Due to many programs
to fight obesity, demand for healthy food and beverages has increased

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drastically. The Coca-Cola Company has opportunity to further expand its

product range with drinks that have low amount of sugar and calories.
Growing Beverages Consumption in Emerging Markets: Consumption of soft
drinks is still significantly growing in emerging markets where Coca-Cola could

increase and maintain its beverages market share.

Growth through Acquisition: Coca Cola will find it hard to keep current growth
levels and will find it hard to penetrate new markets with its existing product

portfolio. All this can be done more easily through acquiring other companies.
Diversification: Diversification in the health and food business will improve the
offerings of Coca cola to their customers. This will also ensure that they get
better revenue from existing customers by cross selling their products. The
supply chain which is distributing their beverages can also distribute these

snacks thereby sharing the load of Supply chain costs.

Developing Nations: Although developed nations have a high presence of
Coca-Cola, these countries are slowly moving towards healthy beverages.
However developing countries are still being introduced to the delight of
carbonated drinks and soft drinks. Countries like Philippines and India which are
developing and have a hot summer, find the consumption of cold drinks almost
doubled during summers. Thus the higher consumption in developing business

environment can be a good opportunity to capitalize for Coca-Cola.

Packaged Drinking Water: With hygiene becoming a major factor in the
consumption of water, packaged drinking water has found its way into peoples

mind.
Supply Chain Improvement: Supply chain can be a major cost sink hole with
the transportation costs always rising. Coca-Colas complete business is based
on transportation and distribution. There will always be possible improvements in
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this area. Thus Coca cola should keep strict watch on its Supply chain and keep
improving to bring the cost down.

Threats

Changes in Consumer Needs: Consumers around the world become more

health conscious and reduce their consumption of carbonated drinks, drinks that
have large amounts of sugar, calories and fat. This is the most serious threat as

Coca Cola is mainly serving carbonated drinks.

Changes in Consumer Tastes: Consumers around the world become more
health conscious and reduce their consumption of carbonated drinks, drinks that
have large amounts of sugar, calories and fat. This is the most serious threat as

Coca Cola is mainly serving carbonated drinks.

Water Scarcity: Water is becoming scarcer around the world and increases both
in cost and criticism for Coca Cola over the large amounts of water used in

production.
Competition with Pepsi Co.: Pepsi is fiercely competing with Coca Cola over

market share.
Saturated Carbonated Drinks Market: The business significantly relies on the
carbonated drinks sales, which is a threat for the Coca Cola as the market of

carbonated drinks is not growing or even declining in the world.

Raw Material Sourcing: Water is the only threat to Coca cola. The weakness of
Coca cola was the suspected use of pesticides or vast consumption of water.
However, the threat here is that water scarcity is on the rise. With the climate
changing, and regions of various countries facing scarcity of water, sooner or
later someone might raise fingers on beverage companies. Thus, Water sourcing
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is an axe which can fall anytime on the head of Coca cola. If water is limited or
rationed, Coca cola can experience a major downfall in their revenue and
capacity of distribution. The same can affect its arch rival Pepsi as well.

RECOMMENDATION FOR IMPROVEMENT

Grounded on the outcomes of this report, it gives the impression that Coca-Cola
has an efficient and productive quality management system. However, some
recommendations can be made which Coca Cola could reflect on in both the short and
long term, stated as follows:

The Coca-Cola Company has high uncertainty about the usage of raw materials,
which is used to create their products. This may not be an issue at present but
with raw material supplies becoming increasingly scarce there could be

pressure to use more recyclable materials.

The company faces criticism of health and safety and packaging obligations,
which can affect the social image of the company. Therefore, the use of
continuous improvement is significant concept within the quality management
system and the business should look to find the most recyclable packaging
available. Even though this could help reduce their carbon footprint, different
materials may affect the quality of products and the cost of production. This is
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something that would need to be considered by the company. It may not be the
finest option financially in the short term but could boost social image in the long

term.
Major Emerging Market: The Coca Cola Company has as of now immovably
settled itself in developing markets, overwhelming carbonates in most and
regularly ruling the whole soda pops market. In any case, the organization can't
lie on its shrubs as it will see expanding residential rivalry while worldwide
contenders, outstandingly PepsiCo, will be excited to take Coca-Cola
Companys piece of the overall industry. On the off chance that the organization
is to twofold in size more than 2010-2020 then BRIC development and
advancement of significant optional markets, for example, Indonesia and
Vietnam are essential.

CONCLUSION
After our research, we thought of the interesting report of truths. Coca-Cola is
probably a standout amongst the most well known refreshment organization and its item
COKE is one of most consumed cola drink. They pay billion of dollars on their ad,
advancements and recreational battle. Coca-Cola is a nearby contender of Pepsi and it
absolutely gives its opponent an intense time. Coca-Cola is a 27% shareholder in the
Pakistan market and they would prefer not to stop here! Its objective business sector is
to accomplish a much higher rate. Coca-Cola has always had a close consumer
and supplier relationship with its customers.

Its enlivening and beautiful

promotions have always and will always rock the media. We therefore conclude,
that the advertising system of Coca Cola is working for them and the item is picking up
prominence among youth step by step.
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References:
Summers, 2009
Muirhead, B (2011) Coca-Cola Enterprises Ltd. Edmonton. 'In Communication'.
February 22nd 2011
Coca-Cola Enterprises Ltd (2011) 'Corporate Responsibility and Sustainability' (online)
(Accessed on: 21st March 2011)
Guardian (2006) 'Has Coke become the new McDonald's' (online)(Accessed on 20th
March 2011)
ISO 14001 Environmental Management (2002 (Assessed 18th March 2011)
Coke Education (2009) 'Coke Education Production Video' Accessed 16th March 2011
(online) at: http://www.cokeeducation.co.uk/resources.html

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