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By:

Alina Shiraz Shanzey Goheer Huda Saeed Ayesha Khanum Hina Arif

Introduction
The Coca-Cola Company is the largest beverage corporation in the world. It is also the largest manufacturer, marketer and distributor of nonalcoholic syrups as well as beverage concentrates. The corporation is well known for its product, Coca-Cola that was invented in 1886 by John Stith Pemberton.

Introduction
The Coca-Cola Company offers more than 400 brands, besides the hugely popular Coca-Cola beverage. Some of the varieties of beverages that are offered by the company are: Coke, Sprite, Fanta, Diet coke and Coke classic. The Coca-Cola Company makes available over 400 brands in more than 300 nations world wide and serves over 1.5 billion consumer servings everyday.

History
Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. The Coca-Cola Company traces its beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company.

Mission, Vision and Values


Coca-Colas mission is to refresh the world and to inspire moments of optimism and happiness. Their vision and Values serve as the framework for their Roadmap and guides every aspect of business by describing what they need to accomplish in order to continue achieving sustainable, quality growth.

Organizational Structure

Market Share
Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share. This company controls about 59% of the world market.

Boston Consulting Group Analysis

Boston Consulting Group Analysis


Stars: High growth business competing in market where they are relatively strong compared with the competition. They have a high point shares and are the ideal businesses. Cash: Low-growth business with a relatively high point shares. These businesses were stars but now have lost their attractiveness.

Question Mark: Businesses with low point share but which may have a high growth rate. This suggests that they have potential but may require huge ever, a competing force extraordinary effort in order to grow point share. Dogs: Businesses that have low relative share and low expected growth rate. Dogs may generate enough points to sustain but they are rarely, if ever, a competing force.

SWOT Analysis

SWOT Analysis
STRENGTHS The company owns four of the top five soft drink brands in the world: Coca-Cola, Diet Coke, Sprite and Fanta. Strong brands allow the company to introduce brand extensions such as Vanilla Coke, Cherry Coke and Coke with Lemon. Over the years, the company has made large investments in brand promotions. Coca-cola is one of the best recognized global brands. WEAKNESSES The company received negative publicity in India during September 2006. The Company was accused by the Center for Science and Environment (CSE) of selling products containing pesticide residues. Coca-Cola products sold in some countries contained a hazardous pesticide residue. These pesticides included chemicals which could cause cancers, damage the nervous and reproductive systems and reduce bone mineral density.

SWOT Analysis
OPPORTUNITIES Coca Cola Company has to pay 15% - sales tax 20% - excise duty 27% - goes to government 03% - In making Budget and many more, they can increase the price and can get profit. THREATS There are much more threats in increasing prices. Coke will lose the margin of its profit and can face loss.

PEST Analysis
POLITICAL ANALYSIS
The following are some of the factors that could cause Coca-Cola company's actual results to differ materially: Changes in laws and regulations. Changes in the non-alcoholic business environment. Political conditions, especially in international markets.

ECONOMIC ANALYSIS
Last year the U.S. economy was strong and nearly every part of it was growing and doing well. However, things changed. Most economists loosely define a recession as two consecutive quarters of contraction, or negative GDP growth.

SOCIAL ANALYSIS
Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. There is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity. This will continue to affect the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.

PEST Analysis
TECHNOLOGICAL ANALYSIS Some factors that cause company's actual results to differ materially from the expected results are as follows: Introduction of cans and plastic bottles have increased sales for Coca-Cola as these are easier to carry and you can bin them once they are used The effectiveness of company's advertising, marketing and promotional programs As the technology is getting advanced there has been introduction of new machineries all the time. Due to introduction of this machineries the production of the Coca-Cola company has increased tremendously

Managerial Functions
Planning Organizing Staffing Leading Controlling

Planning

Organizing

Staffing

Leading

Controlling

Major Competitor

Company Statistics

Pricing and Promotional Strategies


The pricing strategy that coca cola has adopted in past years is Different prices in different seasons. Promotional Strategies include direct selling, indirect selling, distribution channels, UTC scheme sale promotion and eye catching Position.

Advertisement
Print Media POS Material TV Commercials Billboards and Holdings

Products
There are different brands of the Coca Cola Company, which are currently in use throughout the world. This company not only deals in the carbonated drinks but also other drinks. While launching its product, the marketing team considers the culture of the country. Major brands of coca cola Coke Sprite Fanta Diet coke Coke classic

Target Market and Market Segmentation


Cokes commercials basically based on young generations, so, the young generation is the target market of Coke but they also consider about the old people they take then as a mix-target market.

Those areas where the demand is higher than the other areas. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. So, their basic segments are those people who take this drink regularly.

Factors Effecting Sales


Per capita income Competitors Weather

Future Plans
Every organization runs on the basis of profit maximization so Coke is also looking for a high profit margin. There are three major ways of making money: Over -night profit Windfall profit Ethical and un-ethical ways

Promise of Coke

Achievements
Argentina's Most Admired Companies Ranking (October 2006) 2006 Corporate Social Responsibility Award, American Chamber in Shanghai (September 2006) Citizenship efforts, Committee for Economic Development (June 2006) Social reporting transparency, Roberts Environmental Center (January 2006) China's Best Corporate Citizen Conduct Award, 21st Century Business Herald (December 2005) And many more..

Recommendation
Coca Cola Company should try to emphasis more on providing their Infrastructure in the market to facilitate their customers. According to the survey conducted by the international firm, Pakistani people like little bit sweeter cola drink. So for this, Coca Cola company should produce their product according to the local demand. Marketing team should try to increase the availability of Coke in rural areas. They should also focus the old people.

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