COCA COLA BEVERAGES PAKISTAN

(CCBPL)
Group Members:
Hiba Kamran
Mehak Najam
Muhammad Hashim Hameed
Qubaa Idrees
Saniya Mansoor
Usman Elahi
Zara Gul

Geographical Representation of CCBPL

Products

Industry Analysis

PESTLE Analysis

Political

Economical

Social

Technolog
ical

Legal

Environm
ental

War on
Terror

GDP
growth:
4.14%

65%
young
adults

Social
media

double
taxation

hot
climate

Inflation:
7.7%

changing
lifestyle
&
consume
r habits

digital
platform
s

legal
complian
ce

not as
stringent

political
unrest

POTERS Five Forces Model

Threat of
New
Entrants
relatively less
costly

Bargainin
g Power
of Buyers
rigorously
ensure
availability

Competiti
ve Rivalry

Threats of
Substitute
Products
very high

Bargaining
power of
suppliers
high

Strategy Map

SWOT Analysis
High Brand Equity
State of the art
Technology

Limited
distribution
Limited Capacity

Strengths

Weakness
es

Opportuni
ties

Threats

Related
Diversification,
Acquisition of Rani
juice

Growing health
concern among
customers

Internal Factor Analysis Summary

Matrix

External Factor Analysis Summary

Matrix

BCG Matrix

http://violetaamercado.com/wpcontent/uploads/2013/11/The-Boston-Consulting-Matrix.png

PROBLEM IDENTIFICATION
Kinley unable to cater a huge target
market
Water industry has increased by
11.12%
Kinley is failing in rural & urban
areas.

FORMULATION OF NEW STRATEGY

Sales Force Structure
Intensive Distribution
Problem Area: Geographic Sales
Organization

Geographic Sales
Organization
General
Sales
Manager
Eastern
Regional
Sales
manager
District
Sales
Manager
Individual
salespeople
/sales
territories

District
Sales
Manager
Individual
salespeople
/sales
territories

Western
Regional
Sales
Manager
District
Sales
Manager
Individual
salespeople
/sales
territories

District
Sales
Manager
Individual
salespeople
/sales
territories

District
Sales
Manager
Individual
salespeople
/sales
territories

District
Sales
Manager
Individual
salespeople
/sales
territories

Sales Force Organized by

Customer-Type/Markets

General
Sales
Manager
Sales
Manager Traditional
Trade
District
Sales
Manager
Individual
salespeopl
e/sales
territories

District
Sales
Manager

Sales
Manager Modern
Trade
District
Sales
Manager
Individual
salespeopl
e/sales
territories

District
Sales
Manager

Sales
Manager On Premise
District
Sales
Manager
Individual
salespeopl
e/sales
territories

District
Sales
Manager

Suggestion
Workload method of determining
the sales force size
Coke has divided its customers into
three broad types.
Modern Trade
On-Premise
Traditional Trade

Positioning
Target Market

Perceptual Mapping for the Product

Placement (Distribution)

Financial Analysis
(insert the tables)

Our Proposals
More salespeople to Kinley
Consider suggestions of the
salesmen
Give chillers specifically for Kinley
Delphi method for forecasting
Quota forecasting
Improve call completion rate

Final Recommendation
Main issue: Kinley lacks availability
Change its strategy from hot sell to presell
More salespersons for modern trade, traditional, kiriana stores
and khokhas
Primary and secondary distribution centers: on shelf availability
Sales forecasting techniques: sales force composite, delphi
method and scenario planning
Aggressive approach: get rid of Kinley & introduce a new brand

Thank you!