The Mission Statement oI the Coca Cola Company

Our mission statement is to maximize shareowner value over time.

lr order lo acr|eve lr|s r|ss|or, We rusl creale va|ue lor a|| lre corslra|rls We serve, |rc|ud|rg our corsurers, our
cuslorers, our ooll|ers, ard our corrur|l|es. Tre Coca Co|a Corpary creales va|ue oy execul|rg corprerers|ve
ous|ress slralegy gu|ded oy s|x |ey oe||els:
1.
Consumer demand drives everything we do.
2.
Brand Coca Cola is the core oI our business
3.
We will serve consumers a broad selection oI the nonalcoholic ready-todrink
beverages they want to drink through out the day.
4.
We will be the best marketers in the world.
5.
We will think and act locally.
6.
We will lead as a model corporate citizen.
Tre u|l|rale oojecl|ves ol our ous|ress slralegy are lo |rcrease vo|ure, expard our srare ol Wor|dW|de rora|coro||c
ready lo dr|r| oeverages sa|es, rax|r|ze our |org- lerr casr l|oWs, ard creale ecoror|c va|ue added oy |rprov|rg
ecoror|c prol|l.
Tre Coca Co|a sysler ras rore lrar 1 r||||or cuslorers arourd lre Wor|d lral se||s or serves our producls d|recl|y
lo corsurers. we |eer|y locus or errarc|rg va|ue lor lrese cuslorers ard re|p|rg lrer groW lre|r oeverage
ous|resses. we slr|ve lo urderslard eacr cuslorer's ous|ress ard reeds, Wrelrer lral cuslorer |s a sopr|sl|caled
rela||er |r a deve|oped rar|el a ||os| oWrer |r ar ererg|rg rar|el.
Trere are rear|y r||||or peop|e |r lre Wor|d Wro are polerl|a| corsurers ol our corpary's producl. u|l|rale|y, our
success |r acr|ev|rg our r|ss|or deperds or our ao|||ly lo sal|sly rore ol lre|r oeverage corsurpl|or derards ard
our ao|||ly lo add va|ue lor cuslorers. we acr|eve lr|s Wrer We p|ace lre r|grl producls |r lre r|grl rar|els al lre
r|grl l|re.

COCA COLA INTERNATIONAL
HISTORY:
HISTORY:
Coca-Co| a Erlerpr|ses, eslao| | sred | r 198, | s a yourg corpary oy lre slardards ol lre Coca-Co| a
sysler. Yel eacr ol | ls lrarcr| ses ras a slrorg rer| lage | r lre lrad| l| ors ol Coca-Co| a lral | s lre
lourdal| or lor lr| s Corpary.
Tre Coca-Co| a Corpary lraces | l' s oeg| rr| rg lo 188, Wrer ar Al| arla prarrac|sl, 0r. Jorr
Peroerlor, oegar lo produce Coca-Co| a syrup lor sa| e | r lourla| r dr| r|s. loWever lre ooll| | rg
ous| ress oegar | r 1899 Wrer lWo Crallarooga ous| ressrer, 8erj ar| r F. Troras ard Josepr 8.
wr| leread, secured lre exc| us| ve r| grls lo ooll| e ard se| | Coca-Co| a lor rosl ol lre ur| led 3lales
lror Tre Coca-Co| a Corpary.
Tre Coca-Co| a ooll| | rg sysler corl| rued lo operale as | rdeperderl, | oca| ous| resses url| | lre
ear| y 1980s Wrer ooll| | rg lrarcr| ses oegar lo corso| | dale. lr 198, Tre Coca-Co| a Corpary
rerged sore ol | ls corpary-oWred operal| ors W| lr lWo | arge oWrersr| p groups lral Were lor sa| e,
lre Jorr T. Luplor lrarcr| ses ard 8Cl lo| d| rg Corporal| or' s ooll| | rg ro| d| rgs, lo lorr Coca-Co| a
Erlerpr| ses lrc. Tre Corpary ollered | ls sloc| lo lre puo| | c or Noveroer 21, 198, al a sp| | l-
adj usled pr| ce ol S5.50 a srare. 0r ar arrua| oas| s, lola| ur| l case sa| es Were 880,000 | r 198.
lr 0eceroer 1991, a rerger oelWeer Coca-Co| a Erlerpr| ses ard lre Jorrslor Coca-Co| a 8oll| | rg
0roup, lrc. (Jorrslor) crealed a | arger, slrorger Corpary, aga| r re| p| rg acce| erale ooll| er
corso| | dal| or. As parl ol lre rerger, lre ser|or raragererl lear ol Jorrslor assured
respors| o| | | ly lor rarag| rg lre Corpary, ard oegar a draral| c, successlu| reslruclur| rg | r
1992.ur| l case sa| es rad c| | roed lo 1.1 o| | | | or, ard lola| reverues Were S5 o| | | | or

lr 2002, lre corpary rad Wor|ed W|lr lre|r ooll|ers lo lurr good |rlerl|ors |rlo rea||ly oy |rprov|rg lre sysler
ecoror|cs. Tre resu|ls |r 2002 rel|ecl lr|s slead||y |rprov|rg ard rulua||y corslrucl|ve re|al|orsr|p oelWeer lre
Corpary ard lre|r ooll||rg parlrers. Tre ra|r reasor oer|rd lr|s re|al|orsr|p |s lo corl|rue rea||z|rg srared
opporlur|l|es lor groWlr, W|lr c|oser coord|ral|or ol operal|ors |rc|ud|rg cuslorer re|al|orsr|ps, |og|sl|cs ard
producl|or.
MARKET SHARE BY AREA:
MARKET SHARE BY AREA:
Coca Co|a |s lre Wor|d-reroWred soll dr|r| ard lre corpary |s currerl|y operal|rg lrrougr
oul lre Wor|d. Tre Wor|d W|de lola| |s aooul 1Z.8 o||||or.
Tre operal|or rev|eW accord|rg lo lre segrerls |s as lo||oWs.
Operation Review
(2002 worldwide unit case volume by operating segment)
NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICA
30 25 22 17 6

FINANCIAL REPORT:
Tr|s corpary |s l|rarc|a||y very slrorg. ll |s due lo lre slrorg l|rarces, lre corpary |s sl||| surv|v|rg lre ups ard
doWr ol lre ous|ress Wor|d. Tre l|rarc|a| reporl ol Coca Co|a Corpary ol lre year 2001 ard 2000 a|org W|lr lre
percerlage crarge |s as lo||oWs.
DIVIDEND AND CASH INVESTMENT PLAN:
Tre 0|v|derd ard Casr lrveslrerl P|ar perr|ls srareoWrers ol record lo re|rvesl d|v|derds lror Corpary sloc| |r
srares ol Tre Coca-Co|a Corpary. Tre P|ar prov|des a corver|erl, ecoror|ca| ard sysleral|c relrod ol acqu|r|rg
add|l|ora| srares ol our corror sloc|. A|| srareoWrers ol record are e||g|o|e lo parl|c|pale. 3rareoWrers a|so ray
purcrase Corpary sloc| lrrougr vo|urlary casr |rveslrerls ol up lo S125,000 per year. Al year-erd, Z percerl ol
lre Corpary's srareoWrers ol record Were parl|c|parls |r lre P|ar. lr 2002, srareoWrers |rvesled S3 r||||or |r
d|v|derds ard S31 r||||or |r casr |r lre P|ar.
PRODUCTS:
Trere are d|llererl orards ol lre Coca Co|a Corpary, Wr|cr are currerl|y |r use lrrougr oul lre Wor|d. Tr|s
corpary rol or|y dea|s |r lre carooraled dr|r|s oul a|so olrer dr|r|s. wr||e |aurcr|rg |ls producl, lre rar|el|rg
lear cors|ders lre cu|lure ol lre courlry.
Major brands oI coca cola
Coke
Sprite
Fanta
Diet coke
Tre corr|lrerl ol lre corpary |s lo devole resources lo Waler or|y |r rar|els Wrere |l expecls prol|lao|e groWlr.
Tr|s slralegy ras pa|d d|v|derds. Tre corpary ras successlu||y app||ed |l's approacr lo orards |r severa| |ey
rar|els, |rc|ud|rg C|e| |r Vex|co, Vor| No V|zudayor| |r Japar,Bonaqua |r Russ|a ard K|r|ey |r lrd|a. 8ac|ed oy a
slrorg relWor| ol ooll||rg parlrers lrrougr oul lre ur|led 3lales, 0asar| oecare lre ral|or's laslesl-groW|rg Waler
orard. lr Euras|a, lre erl|re Tur|uaz orard lear Wor|ed logelrer lo |aurcr Tur|ey's l|rsl pur|l|ed Waler orard. Tr|s
year, Coca-Co|a Corpary a|so successlu||y ererg|zed a rajor p|ece ol |ls oeverage slralegyWaler. 8y lre erd ol
2001, |l's ooll|ed Waler vo|ure exceeded 5Z0 r||||or ur|l cases, ra||rg |l lre secord o|ggesl corlr|oulor lo lre
groWlr ol lre corpary aller carooraled soll dr|r|s. Trree ol lre Waler orards, 0asar|, C|e| ard 8oraqua eacr
acr|eved sa|es ol over 100 r||||or ur|l cases lor lre year.
lr 2001ard 2002, lre corpary ras a|so rade good progress |r collees ard leas. 8everage Parlrers wor|dW|de, lre
rereWed ard slrerglrered rar|el|rg parlrersr|p W|lr Nesl| 3.A., oegar operal|ors |r 2001. Tr|s parlrersr|p
coro|res Nesl|'s |roW|edge |r ||le sc|erce, researcr ard deve|oprerl W|lr lre experl|se ol Coca Co|a Corpary |r
orard ou||d|rg ard d|slr|oul|or.
Al lre sare l|re, lre corpary greW 0eorg|a collee |r Japar oy 3 percerl lrrougr aWard- W|rr|rg rar|el|rg |r a
calegory lral Was l|al lor lre year. A|so |r JaparWrere Tre Coca- Co|a Corpary |s lre |eader |r lre lola| lea
calegory, lre secord-|argesl calegory |r lre ror-a|coro||c ready-lo-dr|r| segrerl|l |aurcred Varocra 0reer Tea.
w|lr sa|es ol 1 r||||or ur|l cases lor lre year, Varocra 0reer Tea |s lre laslesl-groW|rg producl |r lre laslesl-
groW|rg calegory: greer lea. Tre popu|ar|ly ol Varocra |s a|so recogr|zed oy lre |rduslry W|lr a |ead|rg lrade jourra|
rar|rg Varocra lre rosl popu|ar reW lood ard oeverage producl ol lre year.
1

Know the most recognized word on
the planet aIter 'OK!
Among the soIt drinksFanta andSprite become successIul along with the major brand
Coca Colaan d Diet Coke. In key markets, the company has created new packaging sizes
to satisIy consumer demands.
lrcreas|rg|y, Vex|car lar|||es rave |urcr logelrer al rore. Tre average Vex|car rousero|d dr|r|s lWo-ard-a-ra|l
||lers or rore ol soll dr|r|s dur|rg lral orea|, Wr||e a lWo- ||ler ooll|e Was lre |argesl ava||ao|e pac|age. 3o lre
corpary |rlroduced a corver|erl 2- ||ler ooll|e lo se|ecl reg|ors, corlr|oul|rg lo lre sa|e ol rear|y 1.5 o||||or ur|l
cases ol Coca- Co|a |r Vex|co lr|s year. Tr|s |arger ooll|e W||| corp|ele |ls ral|orW|de ro||oul |r 2002. lr Cr|ra,
Coca-Co|a |s ar |rlegra| parl ol ro||day ce|eoral|ors ard lre lar||y gel-logelrers lral accorpary sucr everls.
Trrougr ar |rlerse locus or Coca-Co|a, |rroval|or ard reW oeverages, |l ras acr|eved vo|ure groWlr ol 10
percerl |r 2001. lr Cr|ra, sa|es ol Coca- Co|a |rcreased oy percerl. lr lre ur|led 3lales, recogr|z|rg lral
corsurers oller erjoy lre|r d|el Co|e W|lr a s||ce ol |eror, lre corpary ooll|ed lre corcepl. Tre resu|ld|el
Co|e W|lr |erorcorlr|ouled lo vo|ure groWlr ol 1 percerl lor lre ruroer-ore d|el.
3oll dr|r| |r Norlr Arer|ca: d|el Co|e. Tre corpary |rcreased |ls lWo |argesl ooll|e s|zes dur|rg lre 2001 ro||days,
ard lesl|va| pac|ag|rg re|ped dr|ve a percerl vo|ure |rcrease lor Coca-Co|a. Tre pac|ag|rg |rroval|ors do rol
jusl |rvo|ve res|z|rg. Tre corpary ras a|so resporded lo corsurers' crarg|rg lasr|or sly|es W|lr reW ooll|es.
With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juice
drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in AIrica.
Tr|s year, lre corpary re-|aurcred |ls g|ooa| sporls-dr|r| ous|ress, |rvesl|rg |r reW producls, pac|ag|rg,
pos|l|or|rg ard rar|el|rg. Tre resu|ls spea| lor lrerse|ves: |l's g|ooa| sporls dr|r|s, |ed oy PoWerade ard Aquar|us,
greW oy 13 percerl |r 2002, rear|y douo|e lre groWlr rale ol lre Wor|dW|de sporls-dr|r| calegory. Rev|la||zed |r lre
ur|led 3lales, lre corpary |rlroduced PoWerade |r rear|y every rajor weslerr Europear rar|el, |rc|ud|rg 0real
8r|la|r, 0errary ard 3pa|r, as We|| as |r Vex|co ard Lal|r Arer|ca. Tre corpary |aurcred 2Z producls |r 2001.
Tre corr|lrerl ol lre corpary lo pac|ag|rg |rroval|or a|so resu|led |r reW |r|l|al|ves lor our lourla|r ous|ress, a
crarre| lrrougr Wr|cr rary corsurers erjoy Coca-Co|a. lr lre ur|led 3lales, lre corpary deve|opedFountai n ,
a lola| oeverage d|spers|rg sysler lral |s rore l|ex|o|e ard rore re||ao|e. TWo years ol researcr resu|led |r a
d|spers|rg sysler lral prov|des excepl|ora| oeverage qua||ly, easy lo upgrade lecrro|ogy, orard ard grapr|c
cuslor|zal|or ard |rproved re||ao|||ly.
STRATEGIC PLANNING
lr lre year 2002, lre corpary rad a greal success, as lre slralegy Wor|ed Wr|cr resu|led |r ra||rg Coca Co|a
Corpary lre Wor|d's |ead|rg corpary. lr 2001, corpary accorp||sred lre crusl ol |l's slralegy as
Worldwide volume increased by 4 percent with strong international growth oI 5
percent and clear signs that our North American business is growing solidly and
predictable.
Earnings per share grew by 2 percent, as we delivered on our commitment to
create volume growth while aggressively
Return on common equity grew Irom 23 percent in 2000 to 3 percent this year.
Return on capital increased Irom 16 percent in 2000 to 27 percent in 2001.
The company has generated Iree cash Ilow oI $3.1 billion, up Irom $2. billion in
2000, a clear indication oI its underlying Iinancial strength.
The strategy Ior the Iuture oI the company is very straightIorward. The marketing strategy
Ior the year 2002 is as Iollows,
Accelerate carbonated soIt-drink growth, led by Coca-Cola.
Selectively broaden the Iamily oI beverage brands to drive proIitable growth.
Grow system proIitability and capability together with our bottling partners.
Serve customers with creativity and consistency to generate growth across all
channels.
Direct investments to highest potential areas across markets.
Drive eIIiciency and cost-eIIectiveness everywhere.
PEPSI INTERNATIONAL
HISTORY
Peps|Co |s a Wor|d |eader |r corver|erl loods ard oeverages, W|lr reverues ol aooul S2Z o||||or ard over 113,000
erp|oyees. Tre corpary cors|sls ol lre srac| ous|resses ol Fr|lo-Lay Norlr Arer|ca ard Fr|lo-Lay lrlerral|ora|;
lre oeverage ous|resses ol Peps|- Co|a Norlr Arer|ca, 0alorade/Trop|cara Norlr Arer|ca ard Peps|Co 8everages
lrlerral|ora|; ard 0ua|er Foods Norlr Arer|ca, rarulaclurer ard rar|eler ol ready-lo-eal cerea|s ard olrer lood
producls. Peps|Co orards are ava||ao|e |r rear|y 200 courlr|es ard lerr|lor|es.
Vary ol Peps|Co's orard rares are over 100-years-o|d, oul lre corporal|or |s re|al|ve|y yourg. Peps|Co Was
lourded |r 195 lrrougr lre rerger ol Peps|-Co|a ard Fr|lo-Lay. Trop|cara Was acqu|red |r 1998 ard Peps|Co
rerged W|lr Tre 0ua|er 0als Corpary, |rc|ud|rg 0alorade, |r 2001.Wou|d erlerla|r lre ||slerer W|lr lre |alesl
rus|ca| se|ecl|ors rerdered oy v|o||r or p|aro or oolr. Tre reW rare, 'Peps| Co|a, |s der|ved lror lre lWo ol lre
pr|rc|p|e |rgred|erls, Peps|r ard Ko|a Nuls. ll Was l|rsl used or lre Augusl 28. Al lral l|re, 8radrar's adverl|s|rg
pra|ses r|s dr|r| as 'Exr||aral|rg, |rv|goral|rg, a|ds d|gesl|or.
1990-2002
Tre adverl|sererl ol lre Peps| crarges lo, 'You gol lre r|grl ore oaoy, ur-lurl.w|lr lre exlers|ve usage ol lre
slars |r lre adds, lre popu|ar|ly ol Peps| |rcrease. lr 1992 Peps|- Co|a lorred a parlrersr|p W|lr Troras J. L|plor
Co. Today L|plor |s lre o|ggesl se|||rg ready-lo-dr|r| lea orard |r lre ur|led 3lales. 0uls|de lre ur|led 3lales,
Peps|-Co|a Corpary's soll dr|r| operal|ors |rc|ude lre ous|ress ol 3ever-up lrlerral|ora|. Peps|- Co|a oeverages
are ava||ao|e |r rore lrar 190 courlr|es ard lerr|lor|es.
lr As|a, lrey se|ecled Larore lo ra|e lre|r reg|ora| oll|ce. Tr|s Was dore |r 19Z0. Tr|s reg|ora| oll|ce |s ror|lor|rg
a|| lre operal|ors carr|ed oul |r 3oulr wesl As|a. As |r Pa||slar, lrey or|y erlered oeverage |rduslry. Trey rave
e|ever ooll|ers cover|rg Wro|e Pa||slar. Tre p|arl operal|rg rere |s R|az 8oll|ers (Pvl) LT0. Tr|s p|arl Was
eslao||sred al Larore |r 19Z1. Tre lola| capac|ly ol lre p|arl |s 30,000 cases per day. Trey rave lour l||||rg ||res |r
lre p|arl operal|rg or lre lrree sr|ll oases. Eacr sr|ll |s ol e|grl rours. Trey rave perrarerl Wor| lorce ol Z50
peop|e ard lrey erp|oyee approx|rale|y 1000 peop|e rore or lerporary oas|s dur|rg surrer seasor.
22

Pepsi`s Products
Pepsi
Teem Mirinda Pepsi Max Pepsi Lemon Pepsi Blue Mountain ew 7up
COCA COLA PAKISTAN
Tre Coca-Co|a Corpary oegar operal|rg |r Pa||slar |r 1953. Coca-Co|a, Farla ard 3pr|le are lre orards |r
Pa||slar. Tre Coca-Co|a 3ysler |r Pa||slar operales lrrougr e|grl ooll|ers, lour ol Wr|cr are rajor|ly-oWred oy
Coca-Co|a 8everages Pa||slar L|r|led (CC8PL). Tre CC8PL p|arls are |r Karacr|, lyderaoad, 3|a||ol, 0ujrarWa|a,
Fa|sa|aoad, Rar|ryar Krar, Vu|lar ard Larore. Tre rera|r|rg lWo p|arls, |rdeperderl|y oWred, are |r RaWa|p|rd|
ard PesraWar. Tre Coca-Co|a 3ysler |r Pa||slar serves Z0,000 cuslorers/rela|| oul|els. Tre Coca-Co|a 3ysler |r
Pa||slar erp|oys 1,800 peop|e. 0ur|rg lre |asl lWo years, Tre Coca-Co|a 3ysler |r Pa||slar ras |rvesled over
S130 r||||or (u.3.)
49 years oI reIreshment in Pakistan
Coca-Cola introduced in Pakistan1953
Fanta introduced in Pakistan
1965
Sprite was introduced
1972
Diet Coke & Fanta Lemon
2001

PROMISE OF COKE
Tre oas|c propos|l|or ol our ous|ress |s s|rp|e, so||d ard l|re|ess. wrer We or|rg relresrrerl, va|ue, joy ard lur lo
our sla|ero|ders, lrer We successlu||y rurlure ard prolecl our orards, parl|cu|ar|y Coca-Co|a. Tral |s lre |ey lo
lu|l||||rg our u|l|rale oo||gal|or lo prov|de cors|slerl|y allracl|ve relurrs lo lre oWrers ol our ous|ress.
TARGET MARKET
Co|e's correrc|a|s oas|ca||y oased or yourg gereral|ors, 3o, lre yourg gereral|or |s lre largel rar|el ol Co|e
oecause lrey Warl lo represerl Co|e W|lr lre youlr ard erergy oul lrey a|so cors|der aooul lre o|d peop|e lrey
la|e lrer as a co-largel rar|el.
MAJOR SEGMENTS
Vajor segrerls are oas|ca||y lrose peop|e Wro la|e lr|s dr|r| da||y ard lrose areas Wrere lre derards |s r|grer
lrer lre olrer areas. Trere are so rary peop|e Wro la|e lr|s dr|r| da||y ard lrose peop|e Wro la|e Wee||y ard
lrose Wro la|e |ess oller are a|Ways lrere as We||. 3o, lre|r oas|c segrerls are lrose peop|e Wro la|e lr|s dr|r|
regu|ar|y.
FACTORS EFFECTING SALES
There are so many Iactors, which aIIects the sale oI coke. Here we are discussing three
major Iactors which eIIects coke.
Per capita income
Competitors
Weather
Per Capita Income
F|rsl We W||| d|scuss aooul ' Per cap|la |rcore. Tr|s |s rajor laclor lral allecls lre sa|e ol lr|s soll dr|r|. 8ecause
Wr|cr every pass|rg year oudgels are oecor|rg very slr|cl ard l|grl |r order lo purcrase lr|rgs. 3o lre d|sposao|e
|rcores ol lre peop|e are cor|rg doWr. Trey sperd reav||y or rerls, ul|||l|es, ard educal|or ard oas|c recess|l|es
ard aller lral Wrer lrey gel exlra rorey lrey lr|r| aooul lr|s soll dr|r| .3o lre decreas|rg per cap|la |rcore ellecls
oad|y |r se|||rg ard producl|or ol lr|s soll dr|r|.
25

And to get through with this diIIiculty there is need to increase the level oI per capita
income oI Pakistan because it is much lesser than the rest oI the countries.
Competitors
Coke`s major competitor is 'PEPSI and there is no hesitation to say this because every
one knows that and all the other cold drinks and water, coIIee, tea are the competitors.
Weather
Weather is the third major Iactor in eIIecting the Coke`s selling. This is underdeveloped
market so the coke`s consumption in summers is 60 and in winters is 40.
MAJOR CUSTOMERS NEED
First oI all the majority don`t care that what they are going to have. In other words, they
don`t care beIore drinking that whether it is 'Pepsi or 'coke. They don`t actually
d|llererl|ale oelWeer lrese lWo orards |r order lo lre|r lasles.
Corsurers oas|ca||y dr|r| Wral lrey gel.
Trey oe||eve or 'WHAT COLD THEY SOLD
Corsurer's ava||ao|||ly |r orards |s oas|ca||y Wor|s |||e:
Pusr ava||ao|||ly
Pu|| corsurer's derard.
For lr|s reasor Coca-Co|a rave prov|ded lre|r coo|ers ard lreezers |r lre rar|el. Trey rave rax|rur ruroer ol
coo|ers ard lreezers |r lre rar|el. Trey prov|de lr|s |rlraslruclure lree ol cosl jusl lo prov|de cr||d co|e lo lre|r
cuslorer, Wr|cr lrey Warl lo oe purcrase.
Tre|r sa|esrar ard recrar|cs regu|ar|y v|s|l a|| lre srops Wrere co|e ras |ls |rlraslruclure lo crec| lral e|lrer |l |s
|r proper cord|l|or or rol, |l rol lrer lrey |rred|ale|y crarge or repa|r |l.
26

MAJOR COMPETITORS
Corsurers l|rsl|y dec|de lral lrey are go|rg lo rave a soll dr|r|. Trer lrey corpele orards W|lr eacr olrer. L||e
lrey corpele Co|e W|lr Peps| ard 3pr|le W|lr Zup ard lear .3o lre rajor corpel|lor ol Co|e |s Peps|.
When they motivate to any other brand or on Coke it`s in instinct basically that based on
messages derive certain Ieelings.
But Coca Cola thinks in a diIIerent way, they believe that RC Cola, new coming AMRAT
Cola, and all juices, even they take water and tea as their competitors.
STRATEGIES OF QUALITY
Aller V|cro ard racro ara|ys|s 8rard 'co|e |s pr|rar||y ro|e
1. Errarce corpel|l|or rorerls
2. wrer peop|e Walcr cr|c|el
3. Through commercialization
4. Fun time
Though these strategies there could be better understanding and better connection with the
public. These are the 'key consumption.
THREATS FROM COMPETITORS
Threats are well planned. Price is the major threat. When price goes certain beyond the
exacl pr|ce Wrelrer core doWr or go r|grer |ls ellecls lre corsurpl|or ol soll dr|r|.
8ecause Wrer lre pr|ce go r|grer peop|e go lor lre suosl|lule ol 'co|e |.e. Peps|.
Ard Wrer pr|ce goes doWr lrey lr|r| lral lrere |s rusl oe sore lr|rg Wrorg |r |l.
lr srorl |l a|| deperds or cuslorer's percepl|or.
TARGETS THAT WOULD LIKE TO ATTAIN
Every organization runs on the bases oI proIit maximization so Coke is also looking Ior a
high proIit margin.
There are three major ways oI making money
Over night proIit
WindIall proIit
Ethical and un-ethical ways
27

Over Night ProIits
They could be over night proIit that is Ior the number 1 brand Ior the year. This could be got
my increasing sales volume
WindIall ProIit
Can be windIall proIit. They are the extras proIit. When the consumption the consumption is
on boom. So, there is diIIerent kind oI proIits.
Ethical And Unethical Ways
ProIit can also get through ethical and unethical ways. They believe on this quote
' Every thing is Iare in love and war.
Some proIits stays Ior some time like 'over night proIits and some just come and go like
'wind Iall proIits. And they can also get proIit through diIIerent approaches.
EXPANDING TARGET MARKET
In last 2 years Coke has come back in aggressive manner.
Consumer has choice Attractive brand name Brand diIIerentiating
Consumer Has Got Choice
Now the consumer has got choice. Because now they know the name oI another big brand,
though coke is the 2nd best name but it can get a better position aIter some time
Attractive Brand Name
Now the consumers know the Name oI Coke, because Coke is the name, which is the most
popular aIter the word 'ok. So people can better diIIerentiate brands with each other.
Brand DiIIerentiation
Now diIIerent companies have got diIIerent brand names. So, people can distinguish
between brands. Two major brands 'coke and 'Pepsi also have brand names.
2

Coca Cola`s Brand
Coca co|a |s 'u3 orard. 8ecause lrey oe||eve |r lre logelrerress, oe|rg peop|e logelrer ard lr|erds are oe|rg
logelrer. Coca Co|a slrorg|y oe||eves lral Pa||slar| lerperarerl |s 'u3 rol 'VE
Pepsi`s Brand
Pepsi`s brand is basically is basically 'ME branded. They use the temperament oI 'ME. In
contrast to Coke they believe on individual struggle.
THREATS AND OPPORTUNITIES FOR PRICE
Opportunities
ll Co|e |s cors|dered a |uxury producl. Trer lrere |s lre lax rale sysler
15 - sa|es lax
20 - exc|se duly
2Z - goes lo goverrrerl
03 - lr ra||rg 8udgel
Aller pay|rg a|| lrese laxes co|e ras lo pay e|eclr|c|ly crarges. we rave lo sperd or d|slr|oul|ors. Aller pay|rg a||
lrese experses Co|e's rarg|r squeezed ard corsurers rave lo pay lor |rcreas|rg lar|lls.
These are the opportunities through which we can increase the price and can get proIits.
Threats
Trere are rucr rore lrreals |r |rcreas|rg pr|ces. 8ecause sare proo|er ol suosl|lule. ll Co|e |rcrease lre pr|ce
|els say 1 rupee. Trer peop|e del|r|le|y Wor'l go lor co|e. Trey rave lre oesl suosl|lule ol Co|e lral |s Peps|. 3o
lrese are lre lrreals |r |rcreas|rg pr|ces. Co|e W||| |ose lre rarg|r ol |ls prol|l ard car lace |oss.
29

STRATEGIES OF GETTING GOALS I.E. 'HIGH
PROFITS
To increase the price is the least thing, which Coke can adopt. There are so many ways
through which Coke can increase the proIits. Some major ways are as Iollows.
Volume can be increased
Interest level oI consumers
To take part in energetic Iestivals
How to increase the volume oI consumers?
Coke can increase the volume by expanding the industry oI coke. Through advertisements,
oIIering diIIerent interesting things to attract people towards this product.
How to increase the interest level oI consumers?
Coke is increasing the interest level oI consumers by oIIering diIIerent Ilavors.
For exarp|e Co|e |s |rcreas|rg lre ruroer ol l|avors |r 'Farla, lr|s |s ore ol lre producl ol co|e. Trrougr oller|rg
d|llererl l|avors Co|e car |rcrease lre Leve| ol corsurers ard lrrougr lr|s prol|ls car oe ga|red.
How to take part in energetic Iestivals?
Co|e |s a|ready la||rg parl |r lre lesl|va| |||e '8asarl s|rce |asl 3 years. Co|e ollers d|llererl allracl|ve lr|rgs |r
lre|r lesl|va| ard lrrougr lr|s Co|e ga|red r|gr prol|l ard corsurpl|or ol co|e |rcreased or lrese occas|ors.
And this year in this year 2002 people were anxiously waiting that what interesting thing
coke is going to oIIer.
MARKETING STRATEGY
0ur |oca| rar|el|rg slralegy erao|es Co|e lo ||sler lo a|| lre vo|ces arourd lre Wor|d as||rg lor oeverages lral spar
lre erl|re speclrur ol lasles ard occas|ors. wral peop|e Warl |r a oeverage |s a rel|ecl|or ol Wro lrey are, Wrere
lrey ||ve, roW lrey Wor| ard p|ay, ard roW lrey re|ax ard recrarge. wrelrer you're a sluderl |r lre ur|led 3lales
erjoy|rg a relresr|rg Coca-Co|a, a Worar |r lla|y la||rg a lea orea|, a cr||d |r Peru as||rg lor a ju|ce dr|r|, or a
coup|e |r Korea ouy|rg ooll|ed Waler aller a rur logelrer, We're lrere lor you. we are delerr|red rol or|y lo ra|e
greal dr|r|s, oul a|so lo corlr|oule lo corrur|l|es arourd lre Wor|d lrrougr our corr|lrerls lo educal|or, rea|lr,
We||ress, ard d|vers|ly.
30

Co|e slr|ves lo oe a good re|groor, cors|slerl|y srap|rg our ous|ress dec|s|ors lo |rprove lre qua||ly ol ||le |r lre
corrur|l|es |r Wr|cr We do ous|ress. ll's a spec|a| lr|rg lo rave o||||ors ol lr|erds arourd lre Wor|d, ard We rever
lorgel |l.
cors|slerl|y srap|rg our ous|ress dec|s|ors lo |rprove lre qua||ly ol ||le |r lre corrur|l|es |r Wr|cr We do ous|ress.
ll's a spec|a| lr|rg lo rave o||||ors ol lr|erds arourd lre Wor|d, ard We rever lorgel |l.
31

MARKET POSITIONING
Product Range
The total range oI Coca Cola company in Pakistan includes:
Coke.
Sprite.
Fanta.
Diet Coke.
And company oIIers their products in diIIerent bottle sizes these includes:
SSRB
(standers size returnable bottle)
LRB
(litter returnable bottle)
NRB
(no return bottle) or disposable bottle
PET 1.5
(1.5 litter plastic bottle)
CANS
(tin pack 330 ml)
Packing
Coca cola products are available in diIIerent packing
24 regular bottle shell
6 bottle pack Ior 1.5 pets
12 bottles in a pack Ior disposable bottle
24 cans in one pack.
PRICE STRATEGY
Trade Promotion
Coca co|a corpary g|ves |rcerl|ves lo r|dd|e rer or rela||ers |r Way a lral lrey oller lrer lree sarp|es ard lree
erply ooll|es, oy lr|s lrese rela||ers ard r|dd|e rar pusr lre|r producl |r lre rar|el. Ard lral's Wry coca co|a seer
rore |r lre rar|el. Ard lrey rave a good sa|e |r lre rar|el oecause accord|rg lo lre experl Wr|cr producl seer
rore |r lre rar|el lral se||s rore.
'Seen as sold
They do agreements with a shop keepers and stores to exclusive sale in that stores. These
stores are called as KEY accounts in their local language.
And coke also invest heavy budget on these stores and oIIers them Iree samples and Iree
bottles and some time cash incentives.
DiIIerent Price In DiIIerent Seasons
Some times Coca Cola Company change their product prices according to the season.
Summer is supposed to be a good season Ior beverage industry in Pakistan.
So in winter they reduce their prices to maintain their sales and proIit. But normally they
reduce the prices oI their pet bottles or 1 litter glass bottle.
PROMOTION STRATEGIES
Getting shelves
Trey gels or purcrase sre|ves |r o|g deparlrerla| slores ard d|sp|ay lre|r producls |r lral sre|ves |r lral sly|e
Wr|cr sroW lre|r producl rore c|ear ard rore allracl|ve lor lre corsurers.
Eye Catching Position
Salesman oI the coca cola company positions their Ireezers and their products in eye-
catching positions. Normally they keep their Ireezers near the entrance oI the stores.
Sale Promotion
Company also do sponsorships with diIIerent college and school`s caIes and sponsors their
sports events and other extra curriculum activities Ior getting market share.
UTC Scheme
uTC rear urder lre croWr screre, coca co|a oller do lr|s lype ol screre ard lrey oller very rardy pr|zes |r |l.
L||e orce lrey oller o|cyc|es, caps, lv sels, casr pr|zes elc. Tr|s screre |s very rucr popu|ar arorg cr||drer.
DISTRIBUTION CHANNELS
Coca Co|a Corpary ra|es lWo lypes ol se|||rg
0|recl se|||rg
lrd|recl se|||rg
Direct Selling
lr d|recl se|||rg lrey supp|y lre|r producls |r srops oy us|rg lre|r oWr lrarsporls. Trey rave a|rosl 150 ver|c|es lo
supp|y lre|r ooll|es. lr lr|s lype ol se|||rg corpary rave rore prol|l rarg|r.
Indirect Selling
Trey rave lre|r Wro|e se||ers ard agerc|es lo cover a|| area. 8ecause |l |s very d|ll|cu|l lor lrer lo cover a|| area ol
Pa||slar oy lre|r oWr so lrey rave so rary Wro|e se||ers ard agerc|es lo assure lre|r cuslorers lor ava||ao|||ly ol
coca co|a producls.
FACILITATING THE PRODUCT BY
INFRASTRUCTURE
For providing their product in good manner company has provided inIrastructure these
includes:
Vizi cooler
Freezers
Display racks
Free empty bottles and shells Ior bottles
ADVERTISEMENT
Coca cola company use diIIerent mediums
Print media
Pos material
Tv commercial
Billboards and holdings
Print Media
They oIten use print media Ior advertisement. They have a separate department Ior print
media.
POS Material
Pos material mean point oI sale material this includes: posters and stickers display in the
stores and in diIIerent areas.
EXPECTATIONS FOR THE COMING YEAR
Every thing starts Irom the attitude oI consumer`s behavior. And the basic key to attract the
consumers is to throw the 'money away.
Ard pos|l|ve lee||rg le|||rg W|lr lre orard, Wr|cr lrey used lo rave Co|e Warls lo adverl|se lre|r producls reav||y |r
lre cor|rg year. Ard |l W||| la|e lre 10 ol lre|r prol|ls. Ard Wrer We la|e |l as a g|ooa| |eve| |l |s S l o||||or.
Coming year is the challenging year Ior the industry oI Coke. They have to take lots oI
decisions that how to increase the production and where they have to spend money.
For ga|r|rg success |r cor|rg year lrey rave lo rave sore |rporlarl lr|rgs |||e:
1. Loya| corsurers are |rporlarl lor corpary's success.
2. wor|ers srou|d oe lre orard cerlr|c rol lre prorol|or cerlr|c.
3. Trey srou|d |roW roW rucr lo lor lre orard acl|v|l|es.
1. Trey srou|d a|so |roW lral roW rucr lo do W|lr lre prorol|or acl|v|l|es lor orard.
HOW COKE DETERMINE THE YEARLY BUDGET
Coke determines its yearly budget by the
Sales volume
ProIitability
Target volume
Sales Volume
Co|e delerr|res |ls year|y oudgel lrrougr lre sa|es vo|ure. Trey l|rsl corcerlrale or lre lr|rg |s 'Wral |s lre
cord|l|or ol lre|r sa|es? |l lre cord|l|or |s good ol lre|r sa|es lrer lrey del|r|le|y |rcrease lre|r producl|or ard sa|es
vo|ure. 0lrerW|se lrey corcerlrale or lre|r o|d slraleg|es.
ProIitability:
Tre secord lr|rg lrrougr Wr|cr lrey delerr|res oudgel |s lre 'prol|l .|l lrey r gell|rg
prol|ls W|lr lre r|gr rarg|r, lrer lrey del|r|le|y Warl lo |rcrease lre|r prol|ls |r lre rexl
cor|rg year. Every orgar|zal|or rurs or lre oas|s ol gell|rg r|gr prol|ls. No orgar|zal|or
Warls lo lace Loss |r lre|r ous|ress. To gel prol|l |s lre l|rsl pr|or|ly ol lre Co|e.
Target Volume:
To rur lre ous|ress every |rduslry ras sore largels, Wr|cr lrey Warl lo acr|eve |r a spec|l|c l|re per|od. ll |rduslry
acr|eves lrose goa|s |r lral per|od lrer lor lre cor|rg year |l |rcreases lre vo|ure ol lre largel.
3o Co|e Fo||oW lre sare lr|rg |l ras a|so sore goa|s ard largels lo acr|eve |r lre g|ver l|re per|od. wrer lrey
succeed lo acr|eve lral largel lrer lrey |rcrease lre|r largel vo|ure |r lre rexl year.
SALES PROMOTION ACTIVITIES
Coca-Cola Cricket
Cr|c|el lre rosl sougrl aller; Walcred & p|ayed gare |r Pa||slar .lre gare ol cr|c|el ras oeer oWred oy var|ous
orards |r lre |rduslry lor lre prorol|or ol lre|r producls over a per|od ol l|re. ll ras rarged lror looacco lo
|uor|carls lo corrur|cal|or corpar|es lo oar|s lo a|r||res & |ale|y lo lre oeverage |rduslry. Tre corpel|l|or ras
oecore lougrer & lougrer as lre l|re ras progressed.
Coca-Co|a s|gred a sporsorsr|p agreererl W|lr e|grl ol Pa||slar's Nal|ora| cr|c|el p|ayers. Coca-Co|a rea||z|rg lre
lacl lral cr|c|el |s a very slrorg e|ererl oy Wr|cr |l car reacr |l corsurers & rasses |rvesled |r lre opporlur|ly ard
|aurcred a rass|ve carpa|gr or rass red|a sroW|rg a|| lrese cr|c|el slars erdors|rg & corp||rerl|rg Coca- Co|a
orard. Tre Coca-Co|a Corpary deve|oped lrree Tv correrc|a|s & lour lesl|ror|a| ads W|lr lre p|ayer & rar lrer
or lre ral|ora| rel Wor| dur|rg var|ous cr|c|el ralcres. Trese oo|d sleps la|er oy lre Coca-Co|a rar|el|rg ur|l
acc|a|red lrer rary ac|roW|edgererls across lre ooard. Tr|s carpa|gr re|ped Coca-Co|a lo eslao||sr |ls
assoc|al|or W|lr lre gare & lre p|ayer.
Coca-Cola Concerts
Aorar-u|-raq's d|sl|rcl sly|e, |yr|cs & sorgs rave rade r|r ar |rslarl r|l arorg lre rasses |r Pa||slar. l|s
erorrous popu|ar|ly |r lre courlry & aoroad |s supporled oy Coca-Co|a's corr|lrerl loWards prov|d|rg rea|lry &
lur-l|||ed erlerla|rrerl lor lre youlr ol Pa||slar. Coca-Co|a orougrl Aorar lo r|s lars lrrougr ro|d|rg corcerls &
lealur|rg Aorar |r a rucr-apprec|aled TvC & VVT lealured lrrougroul lre courlry.
Tre TvC carpa|gr locused or lre recl|c ||lesly|e ol a pop slar Wro lourd resp|le & re||el lrrougr Coca-Co|a |r srorl
rorerls lral re rad lo r|rse|l dur|rg a corcerl. Coca-Co|a's orard pos|l|or|rg ol prov|d|rg deep doWr relresrrerl
lor lre oody, sou| & r|rd Were caplured accurale|y |r lre TvC & dep|cled apl|y roW lre dr|r| corp|eles lre rorerl
lor Aorar.
Coca-Cola Food Mela
w|lr a sp|asr ol lood, lur & pr|zes lo oe Wor, lre Coca-Co|a lood re|a lrealed lre peop|e ol Karacr|, lo a lesl|ve
lood lesl|va| corpr|s|rg ol 50 reslaurarls, spread oul a|| over lre ousl||rg c|ly's rap. Tre prorol|or saW lre av|d
lar|||es & lr|erds erjoy|rg lre de||cac|es al lre reslaurarls; a|| res|||erl|y upro|d|rg lre Coca-Co|a |derl|ly.
lr Jure 2000, Coca-Co|a crealed ar exper|erl|a| rus|ca| ever|rg |r Larore, Wrere Juroor perlorred. Tr|s prograr
Was recorded ard ore-rour prograr sroWr |r lre ral|ora| Tv lor lree.10 r||||or rousero|ds saW Coca-Co|a 'Parly |r
a Par|' Wr||e 10 lrousard peop|e allerded lre everl.
Coca-Cola Shopping Festival
Coca-Co|a rosled 'Tre Coca-Co|a 3ropp|rg Fesl|va| Larore's l|rsl sropp|rg lesl|va|, a resourd|rg success W|lr
lerpl|rg d|scourls, ||ve rus|c, greal pr|zes & l|re Wor|s. L|oerly rar|el|rg 0u|oerg Was a r|ve ol acl|v|ly dur|rg lre
Wee||org sropp|rg exlravagarza. Tre |r augura| everl proved so popu|ar lral |l |s roW sel lo oecore ar arrua|
l|xlure.
Coca-Cola Pet Promotion
lr 199, Coca-Co|a |aurcred 1.5 ||ler Pel corlour ooll|e lor lre l|rsl l|re |r Pa||slar. Targel|rg rouse W|ves & lar||y
rore, Coca-Co|a's 1.5 ||ler Pel ooll|e, loo| lre ||re||grl & ga|red rorerlur W|lr a carpa|gr prorol|rg lre ur|que
pac|ag|rg ard |ls rurerous corsurer oerel|ls .A lreal lor lre lar||y, Coca-Co|a's PET Was ollered lrrougr a 'pr|ce-
oll prorol|or lral sa|d....Go out & get some
Coca-Cola Ramzan Campaign
A very spec|a| occas|or lor lre peop|e ol Pa||slar Rarzar saW arolrer very spec|a| Coca- Co|a's prorol|or,
rar|el|rg lre popu|ar 1.5 ||ler PET ooll|e & lre 1 ||ler ooll|e W|lr a super pr|ce-oll prorol|or. Tre erpras|s or
erjoy|rg Coca-Co|a al 'lllar W|lr lr|erds & lar||y.
Coca-Cola Wonder oI the World Promotion
lr Ju|y 2000, Coca-Co|a sel lre slage ol lre grard uTC prorol|or. Coca-Co|a Werl aread W|lr lre |dea ol g|v|rg
corsurer crarces lo W|r laou|ous, rag|ca| 'drear vacal|or lo rurerous 'Worder desl|ral|or lrrougroul lre Wor|d
or every purcrase ol a 250 r| R08 ooll|e ol Coca-Co|a, 3pr|le, & Farla.Tre prorol|or gave corsurers a crarce lo
W|r lree dr|r|, a lr|p lo PARl3, l0LLYw000, NEwY0RK, 3lN0AP0RE & CAlR0 a|org W|lr a|rlare & lour r|grls
lree slay |r lrese drear |ards. Tre prorol|or saW av|d corsurer co||ecl|rg Coca-Co|a 'CroWr caps' & spar|ed a
|eer resporse lror lre puo||c , rerder|rg ar oulslard|rg lesl|ror|a| carpa|gr |r lre secord prase, r|gr||grl|rg lre
W|rrers over Wre|red |r lre rag|ca| de||grl ol lre|r lavor|le oeverage Coca-Co|a.
Coca-Cola & Nokia
lr Augusl 2001, lre reW urder-lre-croWr prorol|or 'Nikla Kiya?(wral rave u Wor) Was |aurcred |r co||aooral|or
W|lr Cr|rera No||a.Tre prorol|or gave corsurer a crarce lo W|r lrousard's ol Coca-Co|a orarded No||a 3310
ce||u|ar prores or every purcrase ol Z50r| R08 ooll|e ol Coca-Co|a ,3pr|le, & Farla.Tre olrer r|gr||grl ol
prorol|or Was lre
'Caught Red Handed campaign. Branded Coca-Cola with caught red handed` team in
lrer Werl lo Larore & Karacr| lor lrree days, W|lr largel lral aryore oe|rg caugrl dr|r||rg Coca-Co|a W||| oe
aWarded a ro||a 3310 roo||e prore & |l soreore |s caugrl la|||rg or a ro||a roo||e W||| W|r lree supp|y ol Coca-
Co|a. Caugrl red rarded oecore a ruge success arorg lre rasses as |l Was ore lo ore |rleracl|or oelWeer lre
Coca-Co|a orard & lre corsurers. Tr|s acl|v|ly re|ped o|||ed corl|derce ard orard |oya|ly arorg core corsurers.
Coca Cola TV Mazza
Tre coca co|a reW carpa|gr |s coca co|a lv razza, |l |s a ulc screre |r Wr|cr peop|e are gell|rg le|ev|s|or sels ol
d|llererl s|zes. Trese days lr|s screre |s very popu|ar arorg lre peop|e.
Coca-Cola & Mc Donald`s
Coca-Co|a & |ey accourl ol VC 0ora|d's |aurcred lre 'we go together jo|rl prorol|or lo re|rslale arorgsl
corsurers a rea| serse ol lre all|r|ly lral, oolr srares g|ooa||y. Tre prorol|or ||c|ed oll W|lr pos raler|a|
(0arg|ers, 8url|rg elc) d|sp|ayed al a|| VC 0ora|d's reslaurarls a|org W|lr a spec|a| oller lor co|e & lr|es.
Tre Coca-Co|a Corpary dec|ared lre reW 'Nor- Relurrao|e ooll|es ol 3pr|le & Farla as lre 'NeW, 0r lre 0o
Pac|s l|aurl|rg lre |rroval|ve pac|ag|rg corver|erce. Farla & 3pr|le are sure lo erjoy cors|derao|e success |r
Pa||slar.
Diet Coke
Aller lre acqu|s|l|or ol lre |rd|v|dua| |oca| lrarcr|se ooll||rg lac|||l|es |r 199, lre corpary ras successlu||y |aurcred
|ls l|rsl reW producl, d|el co|e, lor lre l|rsl l|re |r a|rosl 3 years. Tre Was ||r|ed W|lr lrree lasr|or sroWs as 0|el
Co|e |s re|aled lo lasr|or & l|lress, oul lre rajor r|l Was lreral|c lasr|or sroWs |r reslaurarls, Wr|cr are lre |ey
accourls ol lre corpary as lr|s ras oeer rever dore oelore |r Pa||slar.
CONCLUSION
Aller lrorougr researcr, We core lo lre corc|us|or lral lre rar|el|rg slralegy ol Coca Co|a |s Wor||rg lor
lrer ard lre producl |s ga|r|rg popu|ar|ly arorg youlr day oy day.
RECOMMENDATIONS
AIter completing our project we have concluded some recommendation Ior the coca
cola company, which are Iollowing.
Coca Cola Company should try to emphasis more on providing their
inIrastructure in the market to Iacilitate their customers.
According to the survey, conducted by the international Iirm Pakistani people
like little bit sweeter cola drink. So Ior this coca cola company should produce
their product according to the local demand.
Marketing team should try to increase the availability oI Coke in rural areas.
They should also Iocus the old people.
Now young generation has a trend to drink a coke 2 regular bottles at same
time, so providing more satisIaction to them company should introduce liter
disposable bottle.
The Coca-Cola Company (Coca-Cola) is a leading manuIacturer, distributor and marketer oI
Nor-a|coro||c oeverage corcerlrales ard syrups, |r lre Wor|d. Tre corpary oWrs or ||cerses rore lrar 100 orards, |rc|ud|rg d|el ard ||grl
oeverages, Walers, ju|ce ard ju|ce dr|r|s, leas, collees, ard erergy ard sporls dr|r|s. Tre corpary operales |r rore lrar 200 courlr|es.
Approx|rale|y Z1 ol |ls producls are so|d ouls|de ol lre u3. Tre corpary |s readquarlered |r Al|arla, 0eorg|a ard erp|oys Z1,000 peop|e
as ol 3epleroer 200.
Tre corpary recorded reverues ol S21,088 r||||or dur|rg lre l|sca| year erded 0eceroer 200, ar |rcrease ol 1.3 over 2005. Tre |rcrease
|r reverue Was pr|rar||y due lo |rcrease |r sa|es ol ur|l cases ol corpary's producls lror approx|rale|y 20. o||||or ur|l cases ol lre
corpary's Producls |r 2005 lo approx|rale|y 21.1 o||||or ur|l cases |r 200, lre |rcrease |r lre Pr|ce ard Producl/geograpr|c r|x a|so
ooosled lre reverue groWlr. Tre corpary-W|de ga||or sa|es ard ur|l case vo|ure oolr greW 1 |r 200 Wrer corpared lo 2005. Tre
operal|rg prol|l ol lre corpary Was S,308 r||||or dur|rg l|sca| year 200, ar |rcrease ol 3.Z over 2005. Tre rel prol|l Was S5,080 r||||or |r
l|sca| year 200, ar |rcrease ol 1.3 over 2005
Coca-Cola Company, The
SWOT Analysis
SWOT ANALYSIS
Tre Coca-Co|a Corpary (Coca-Co|a) |s a |ead|rg rarulaclurer, d|slr|oulor ard rar|eler ol
Nor-a|coro||c oeverage corcerlrales ard syrups, |r lre Wor|d. Coca-Co|a ras a slrorg orard
rare ard orard porllo||o. 8us|ress-wee| ard lrlerorard, a orard|rg corsu|larcy, recogr|ze
Coca-Co|a as ore ol lre |ead|rg orards |r lre|r lop 100 g|ooa| orards rar||rg |r 200. Tre
8us|ress wee|-lrlerored va|ued Coca-Co|a al SZ,000 r||||or |r 200. Coca-Co|a rar|s We||
aread ol |ls c|ose corpel|lor Peps| Wr|cr ras a rar||rg ol 22 rav|rg a orard va|ue ol S12,90
r||||or Tre Corpary's slrorg orard va|ue lac|||lales cuslorer reca|| ard a||oWs Coca-Co|a lo
perelrale rar|els. loWever, lre corpary |s lrrealered oy |rlerse corpel|l|or Wr|cr cou|d rave
ar adverse |rpacl or lre corpary's rar|el srare.
Strengths
Weaknesses
wor|d's |ead|rg orard
Large sca|e ol operal|ors
Roousl reverue groWlr |r lrree segrerl
Negative publicity
Sluggish perIormance in North America
Decline in cash Irom operating activities
Opportunities
Threats
Acqu|s|l|ors lrlerse corpel|l|or
0roW|rg ooll|ed Waler rar|el
0roW|rg l|spar|c popu|al|or |r u3
lrlerse corpel|l|or
0eperderce or ooll||rg parlrers
3|ugg|sr groWlr ol carooraled oeverages
Strengths
World`s leading brand
Coca-Co|a ras slrorg orard recogr|l|or across lre g|ooe. Tre corpary ras a |ead|rg orard
va|ue ard a slrorg orard porllo||o. 8us|ress-wee| ard lrlerorard, a orard|rg corsu|larcy,
recogr|ze. Coca-Co|a as ore ol lre |ead|rg orards |r lre|r lop 100 g|ooa| orards rar||rg |r
200.Tre 8us|ress wee|-lrlerorard va|ued Coca-Co|a al SZ,000 r||||or |r 200. Coca-Co|a
rar|s We|| aread ol |ls c|ose corpel|lor Peps| Wr|cr ras a rar||rg ol 22 rav|rg a orard va|ue ol
S12,90 r||||or Furlrerrore, Coca-Co|a oWrs a |arge porllo||o ol producl orards. Tre corpary
oWrs lour ol lre lop l|ve soll dr|r| orards |r lre Wor|d: Coca-Co|a, 0|el Co|e, 3pr|le ard Farla.
3lrorg orards a||oW lre corpary lo |rlroduce orard exlers|ors sucr as var|||a Co|e, Crerry
Co|e ard Co|e W|lr Leror. 0ver lre years, lre corpary ras rade |arge |rveslrerls |r orard
prorol|ors. Corsequerl|y, Coca-co|a |s ore ol lre oesl recogr|zed g|ooa| orards. Tre
corpary's slrorg orard va|ue lac|||lales cuslorer reca|| ard a||oWs Coca-Co|a lo perelrale reW
rar|els ard corso||dale ex|sl|rg ores.
Coca-Cola Company, The
SWOT Analysis
Large scale oI operations
w|lr reverues |r excess ol S21 o||||or Coca-Co|a ras a |arge sca|e ol operal|or. Coca-Co|a |s lre |argesl rarulaclurer, d|slr|oulor ard
rar|eler ol rora|coro||c oeverage corcerlrales ard syrups |r lre Wor|d. Coco-Co|a |s se|||rg lraderar|ed oeverage producls s|rce lre year
188 |r lre u3. Tre corpary currerl|y se||s |ls producls |r rore lrar 200 courlr|es. 0l lre approx|rale|y 52 o||||or oeverage serv|rgs ol a||
lypes corsured Wor|dW|de every day, oeverages oear|rg lraderar|s oWred oy or ||cersed lo Coca-Co|a accourl lor rore lrar 1.1 o||||or.
Tre corpary's operal|ors are supporled oy a slrorg |rlraslruclure across lre Wor|d. Coca-Co|a oWrs ard operales 32 pr|rc|pa| oeverage
corcerlrales ard/or syrup rarulaclur|rg p|arls |ocaled
lrrougroul lre Wor|d. lr add|l|or, |l oWrs or ras |rleresl |r 3Z operal|ors W|lr 95 pr|rc|pa| oeverage ooll||rg ard carr|rg p|arls |ocaled ouls|de
lre u3. Tre corpary a|so oWrs ooll|ed Waler producl|or ard sl||| oeverage lac|||l|es as We|| as a lac|||ly lral rarulaclures ju|ce corcerlrales.
Tre corpary's |arge sca|e ol operal|or a||oWs |l lo leed upcor|rg rar|els W|lr re|al|ve ease ard errarces |ls reverue gereral|or capac|ly.
Robust revenue growth in three segments
Coca-co|a's reverues recorded a douo|e d|g|l groWlr, |r lrree operal|rg segrerls. Trese lrree
segrerls are Lal|r Arer|ca, 'Easl, 3oulr As|a, ard Pac|l|c R|r' ard 8oll||rg |rveslrerls.
Reverues lror Lal|r Arer|ca greW oy 20.1 dur|rg l|sca| 200, over 2005. 0ur|rg lre sare
per|od, reverues lror 'Easl, 3oulr As|a, ard Pac|l|c R|r' greW oy 10. Wr||e reverues lror lre
ooll||rg |rveslrerls segrerl oy 19.9. Togelrer, lre lrree segrerls ol Lal|r Arer|ca, 'Easl,
3oulr As|a, ard Pac|l|c R|r' ard ooll||rg |rveslrerls, accourled lor 31.8 ol lola| reverues
dur|rg l|sca| 200. Roousl reverues groWlr rales |r lrese segrerls corlr|ouled lo lop-||re
groWlr lor Coca-Co|a dur|rg 200.
Weaknesses
Negative publicity
Tre corpary rece|ved regal|ve puo||c|ly |r lrd|a dur|rg 3epleroer 200.Tre corpary Was accused oy lre Cerler lor 3c|erce ard
Erv|rorrerl (C3E) ol se|||rg producls corla|r|rg pesl|c|de res|dues. Coca-Co|a producls so|d |r ard arourd lre lrd|ar ral|ora| cap|la| reg|or
corla|red a razardous pesl|c|de res|due. Trese pesl|c|des |rc|uded crer|ca|s Wr|cr cou|d cause carcers, darage lre rervous ard
reproducl|ve syslers ard reduce oore r|rera| ders|ly. 3ucr regal|ve puo||c|ly cou|d adverse|y |rpacl lre corpary's orard |rage ard lre
derard lor Coca-Co|a producls. Tr|s cou|d a|so rave ar adverse |rpacl or lre corpary's groWlr prospecls |r lre |rlerral|ora| rar|els.
Sluggish perIormance in North America
Coca-Co|a's perlorrarce |r Norlr Arer|ca Was lar lror roousl. Norlr Arer|ca |s Coca-Co|a's core rar|el gereral|rg aooul 30 ol lola|
reverues dur|rg l|sca| 200. Trerelore, a slrorg perlorrarce |r Norlr Arer|ca |s |rporlarl lor lre corpary
Coca-Cola Company, The
SWOT Analysis
lr Norlr Arer|ca lre sa|e ol ur|l cases d|d rol record ary groWlr. ur|l case rela|| vo|ure |r Norlr Arer|ca decreased 1 pr|rar||y due lo
Wea| spar|||rg oeverage lrerds |r lre secord ra|l ol 200 ard dec||re |r lre Warerouse-de||vered Waler ard ju|ce ous|resses. Voreover, lre
corpary a|so expecls perlorrarce |r Norlr Arer|ca lo oe Wea| dur|rg 200Z.
Sluggish perIormance in North America could impact the company`s Iuture growth prospects and
prevent Coca-Cola Irom recording a more robust top-line growth.
Decline in cash Irom operating activities
The company`s cash Ilow Irom operating activities declined during Iiscal 2006. Cash Ilows Irom
operating activities decreased 7 in 2006 compared to 2005. Net cash provided by operating
acl|v|l|es reacred S5,95Z r||||or |r 200, lror S,123 r||||or |r 2005. Coca-Co|a's casr l|oWs lror operal|rg acl|v|l|es |r 200 a|so decreased
corpared W|lr 2005 as a resu|l ol a corlr|oul|or ol approx|rale|y S21 r||||or lo a lax-qua||l|ed lrusl lo lurd rel|ree red|ca| oerel|ls. Tre
decrease Was a|so lre resu|l ol cerla|r rar|el|rg accrua|s recorded |r 2005.
0ec||re |r casr lror operal|rg acl|v|l|es reduces ava||ao|||ly ol lurds lor lre corpary's |rvesl|rg
ard l|rarc|rg acl|v|l|es, Wr|cr, |r lurr, |rcreases lre corpary's exposure lo deol rar|els ard
l|uclual|rg |rleresl rales
Opportunities
Acquisitions
For lre |asl ore year, Coca-Co|a ras oeer aggress|ve|y adopl|rg lre |rorgar|c groWlr palr. 0ur|rg 200, |ls acqu|s|l|ors |rc|uded Kerry
8everages, (K8L), Wr|cr Was suosequerl|y, reappo|rled Coca-Co|a Cr|ra lrduslr|es (CCClL). Coca-Co|a acqu|red a corlro|||rg srarero|d|rg
|r K8L, |ls ooll||rg jo|rl verlure W|lr lre Kerry 0roup, |r lorg Korg. Tre acqu|s|l|or exlerded Coca-Co|a's corlro| over rarulaclur|rg ard
d|slr|oul|or jo|rl verlures |r r|re Cr|rese prov|rces. lr 0errary lre corpary acqu|red Apo|||rar|s Wr|cr se||s spar|||rg ard sl||| r|rera| Waler
|r 0errary. Coca-Co|a ras a|so acqu|red a 100 |rleresl |r TJC lo|d|rgs, a ooll||rg corpary |r 3oulr Alr|ca. Coca-Co|a a|so rade
acqu|s|l|ors |r Auslra||a ard NeW Zea|ard dur|rg 200. Trese acqu|s|l|ors slrerglrered Coca-Co|a's |rlerral|ora| operal|ors. Trese a|so g|ve
Coca- Co|a ar opporlur|ly lor groWlr, lrrougr reW producl |aurcr or grealer perelral|or ol ex|sl|rg rar|els.
Stronger international operations increase the company`s capacity to penetrate international
markets and also gives it an opportunity to diversity its revenue stream
Growing bottled water market
8oll|ed Waler |s ore ol lre laslesl-groW|rg segrerls |r lre Wor|d's lood ard oeverage rar|el oW|rg lo |rcreas|rg rea|lr corcerrs. Tre rar|el
lor ooll|ed Waler |r lre u3 gereraled reverues ol aooul S15. o||||or |r 200. Var|el corsurpl|or vo|ures Were esl|raled lo oe 30 o||||or
||lers |r 200. Tre rar|el's corsurpl|or vo|ure |s expecled lo r|se lo 38. o||||or ur|ls oy lre erd ol 2010. Tr|s represerls a CA0R ol .9
dur|rg 2005-2010. lr lerrs ol va|ue, lre ooll|ed Waler rar|el |s lorecasl lo reacr S19.3 o||||or oy lre erd ol 2010. lr lre ooll|ed Waler rar|el,
lre reverue ol l|avored Waler (Waler-oased, s||grl|y sWeelered relresrrerl dr|r|) segrerl |s groW|rg oy aooul S10 o||||or arrua||y. Tre
corpary's 0asar| orard Waler |s lre lr|rd oesl-se|||rg ooll|ed Waler |r lre u3.
Coca-Cola could leverage its strong position in the bottled water segment to take advantage oI
growing demand Ior Ilavored water.
Growing Hispanic population in US
l|spar|cs are groW|rg rap|d|y oolr |r ruroer ard ecoror|c poWer. As a resu|l, lrey rave oecore rore |rporlarl lo rar|elers lrar ever
oelore. lr 200, aooul 11. r||||or u3 rousero|ds Were esl|raled lo oe l|spar|c. Tr|s lrars|ales |rlo a l|spar|c popu|al|or ol aooul 12 r||||or.
Tre u3 Cersus esl|rales lral oy 2020, lre l|spar|c popu|al|or W||| reacr 0 r||||or or a|rosl 18 ol lre lola| u3 popu|al|or. Tre ecoror|c
|rl|uerce ol l|spar|cs |s groW|rg ever lasler lrar lre|r popu|al|or. N|e|ser Ved|a Researcr esl|rales lral lre ouy|rg poWer ol l|spar|cs W|||
exceed S1 lr||||or oy 2008- a 55 |rcrease over 2003 |eve|s. Coca-Co|a ras exlers|ve operal|ors ard ar exlers|ve producl porllo||o |r lre u3.
The company can beneIit Irom an expanding Hispanic population in the US, which would
translate into higher consumption oI Coca-Cola products and higher revenues Ior the company.
Threats
lrlerse corpel|l|or Coca-Co|a corpeles |r lre rora|coro||c oeverages segrerl ol lre correrc|a| oeverages |rduslry. Tre corpary laces
|rlerse corpel|l|or |r var|ous rar|els lror reg|ora| as We|| as g|ooa| p|ayers. A|so, lre corpary laces corpel|l|or lror var|ous rora|coro||c
spar|||rg oeverages |rc|ud|rg ju|ces ard reclars ard lru|l dr|r|s. lr rary ol lre courlr|es |r Wr|cr Coca-Co|a operales, |rc|ud|rg lre u3,
Peps|Co |s ore ol lre corpary's pr|rary corpel|lors. 0lrer s|gr|l|carl corpel|lors |rc|ude Nesl|e, Cadoury 3crWeppes, 0roupe 0AN0NE
ard Krall Foods. Corpel|l|ve laclors |rpacl|rg lre corpary's ous|ress |rc|ude pr|c|rg, adverl|s|rg, sa|es prorol|or progrars, producl
|rroval|or, ard orard ard lraderar| deve|oprerl ard prolecl|or. lrlerse corpel|l|or cou|d |rpacl Coca-Co|a's rar|el srare ard reverue
groWlr rales
Dependence on bottling partners
Coca-Co|a gererales rosl ol |ls reverues oy se|||rg corcerlrales ard syrups lo ooll|ers |r Wror |l doesr'l rave ary oWrersr|p |rleresl or |r
Wr|cr |l ras ro corlro|||rg oWrersr|p |rleresl. lr 200, approx|rale|y 83 ol |ls Wor|dW|de ur|l case vo|ures Were produced ard d|slr|ouled oy
ooll||rg parlrers |r Wr|cr lre corpary d|d rol rave ary corlro|||rg |rleresls. As |rdeperderl corpar|es, |ls ooll||rg parlrers, sore ol Wror
are puo||c|y lraded corpar|es, ra|e lre|r oWr ous|ress dec|s|ors lral ray rol a|Ways oe |r ||re W|lr lre corpary's |rleresls. lr add|l|or,
rary ol |ls ooll||rg parlrers rave lre r|grl lo rarulaclure or d|slr|oule lre|r oWr producls or cerla|r producls ol olrer oeverage corpar|es.
ll Coca-Co|a |s urao|e lo prov|de ar appropr|ale r|x ol |rcerl|ves lo |ls ooll||rg parlrers, lrer lre parlrers ray la|e acl|ors lral, Wr||e
rax|r|z|rg lre|r oWr srorl-lerr prol|ls, ray oe delr|rerla| lo Coca-Co|a. Trese ooll|ers ray devole rore resources lo ous|ress opporlur|l|es
or producls olrer lrar lrose oerel|c|a| lor Coca-Co|a. 3ucr acl|ors cou|d, |r lre |org rur, rave ar adverse ellecl or Coca-Co|a's prol|lao|||ly.
lr add|l|or, |oss ol ore or rore ol |ls rajor cuslorers oy ary ore ol |ls rajor ooll||rg parlrers cou|d |rd|recl|y allecl Coca-Co|a's ous|ress
resu|ls. 3ucr deperderce or lr|rd parl|es |s a Wea| ||r| |r Coca-Co|a's operal|ors ard |rcreases lre corpary's ous|ress r|s|s.
Sluggish growth oI carbonated beverages
u3 corsurers rave slarled lo |oo| lor grealer var|ely |r lre|r dr|r|s ard are oecor|rg |rcreas|rg|y rea|lr corsc|ous. Tr|s ras |ed lo a
decrease |r lre corsurpl|or ol carooraled ard olrer sWeelered oeverages |r lre u3. Tre u3 carooraled soll dr|r|s rar|el gereraled lola|
reverues ol S3.9 o||||or |r 2005, lr|s represerl|rg a corpourd arrua| groWlr rale (CA0R) ol or|y 0.2 lor lre l|ve-year per|od sparr|rg
2001-2005. Tre perlorrarce ol lre rar|el |s lorecasl lo dece|erale, W|lr ar arl|c|paled corpourd arrua| rale ol crarge (CA0R) ol -0.3 lor
lre l|ve-year per|od 2005-2010 expecled lo dr|ve lre rar|el lo a va|ue ol S2.9 o||||or oy lre erd ol 2010.
Moreover in the recent years, beverage companies such as Coca-Cola have been criticized Ior
se|||rg carooraled oeverages W|lr r|gr arourls ol sugar ard uracceplao|e |eve|s ol dargerous crer|ca| corlerl, ard rave oeer |rp||caled
lor lac|||lal|rg poor d|el ard |rcreas|rg cr||drood ooes|ly. Voreover, lre u3 |s lre corpary's core rar|el. Coca-Co|a a|ready expecls |ls
perlorrarce |r lre reg|or lo oe s|ugg|sr dur|rg 200Z. Coca-Co|a's reverues cou|d oe adverse|y allecled oy a s|oWdoWr |r lre u3 carooraled
oeverage rar|el