*

INTRODUCTION

Coca-Cola (also known as Coke) is a popular carbonated soft drink sold in stores, restaurants and vending machines in over two hundred countries. It is produced by The Coca-Cola Company, which is also occasionally referred to as Coca-Cola or Coke. It is one of the worlds most recognizable and widely sold commercial brands. Coke's major rival is Pepsi. Invented in the late 19th century Coca-Cola was bought out by shrewd businessman Asa Griggs Candler, whose aggressive marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. Although faced with accusations of perverse sideeffects on the health of consumers and monopolistic practices by its producing company, Coca-Cola has remained a popular soft drink well into the first decade of the 21st century.

*BRANDS
Globally, the Coca-Cola Company owns or licenses nearly 450 brands in the nonalcoholic
beverage business. Many of those brands are considered among the worlds most valuable. Some of these include:

- Carbonated soft drinks

Such as Coca-Cola, Diet Coke, Fanta, Sprite and Fresca - Juices and juice drinks Such as Minute Maid, Qoo, Fruitopia, Maaza and Bibo - Sports drinks Such as POWERade and Aquarius - Water products Such as Ciel, Dasani and Bonaqua - Teas Such as Sokenbicha and Marocha - Coffee Such as Georgia coffee, the best-selling noncarbonated beverage in Japan.

49 years of refreshment in Pakistan

Coca-Cola
introduced in Pakistan (1953) Fanta
introduced in Pakistan (1965) Sprite was introduced (1972) Diet Coke & Fanta Lemon (2001)

* COCA COLA IN PAKISTAN

Has completed its 50 years of operation.

The beverages are produced locally employing Pakistani citizens

In Pakistan the Coca-Cola Company maps the strategies and the brands by looking into the environment in which it is working. The brands are produced locally. And the product, price promotion and placement are planned with respect to the controllable variables and uncontrollable variables Uncontrollable Elements

Whenever any business start operating in two or more than two countries, it come across some of the problems which are beyond the control of business

* Cond.
, like legal restraints, government controls, weather, consumer behavior

economic conditions of the host country, social and cultural factors, geography & infrastructure, channel of distribution available, level of technology and competitive forces. These problems are different in all the countries in which business starts its operations. So business has to design a separate framework for each country to overcome these problems.
Coke is one of the oldest companies which are in international business; they have a vast experience of controlling these elements. They heavily rely on research to overcome these problems

*Coca Colas Brand

Coca cola is US brand. Because they believe in the togetherness, being people together and friends are being together. Coca Cola strongly believes that Pakistani temperament isUS not ME

*Factors
1. Legal And Political Problems 2. Social And Cultural Factors 3. Geography & Infrastructure 4. Economic factors 5. Competitive Forces

*
They perform thorough study of legal and political problems to decide to enter into any country. They track the previous record of the ruling party and policies. They also keep in mind the attitude of other opposition parties about foreign companies. If any problem arises regarding political or legal issues, they dont sacrifice their policies and secrecies, as we have a case of COKE AND INDIAN GOVERNMENT. When Indian Government asked to have formula for the concentrate and they deny and left the huge Indian market

SOCIAL AND CULTURAL FACTOR

Coke performs research to understand these issues and design their strategies accordingly. They design their products, prices, place, promotion and customer service according to the culture of the country. As we see that coke has 400 brands allover the world but in Pakistan we have only 4 brands and in India which is a market of 1.1 billion people coke has 15 brands. This is because of cultural differences that they cannot introduce all the brands in all the countries.

Geography & Infrastructure If any business wants to start its business in any other country, it also studies the geography and infrastructure of the host country. That is if feasible for doing business or not. They decide the channel of distribution, modes of transportation and there cost to make decisions regarding prices and designing strategies. In Pakistan Coke found a reasonable infrastructure to do business, which is continuously improving to facilitate distribution system. Economic factors Different counties have different economic conditions at a time so Coke designs different strategies to handle these conditions. As Coke is one of the largest businesses in the world, they have a strong financial background to overcome these economic problems. In host countries they change their prices, investment and penetration strategies to overcome economic factors. Competitive Forces Whenever any business enters into any other country they face competition with some local and international brands. Coke Combat this problem with their quality commitment and continuously providing its customers with quality product, services and entertainment.