The Coca-cola Company Final

LEGENDS MOHSAN RAZZAQ TAYYUB SHAHZAD TOQEER SADIQUEE SYED ZAHEER ABBAS MUZAFFAR ABBAS ASAD NAEEM

Introduction The Coca-Cola Company is one the most popular beverage brands in the world. Coverage: • • •

Operates in 46 states in United states 10 provinces in Canada 6 major countries of Europe

It facilitates: Population of 298 million people and round about 80% of the world’s population. Headquarter: United States of America Host countries: Two Hundred

History • Invented by: John S. Pemberton in 1886 in Columbus, Georgia as coca-wine. • Initially sold as patent medicine • First sale: Jacob’s pharmacy in Atlanta, Georgia in 1886 • First Advertisement: 29th May 1886 • Asa Griggs Candler bought the company in 1887 • First bottling: In 1891 at Vicksburg, Mississippi at Biedenharn candy Company • Proprietor: Joseph A. Biedenharn

History (Cont) • In 1985 Coca-Cola changed the formula of the drink to respond to its competitor, Pepsi. • People preferred Pepsi over Coke, new Coke changed the Preference. • Market share for new Coke dwindled to only 3% by 1986 • In 1992 the name was changed to Coke II • By 1998 it was sold in only a few places in the Midwestern U.S.

Coca Cola In Pakistan • Began operations in 1953 • Benjamin H. Oehlert Jr. served as Ambassador in Pakistan from 1967 to 1969 • Coca cola Promoted its marketing again in January 2000. • CCBPL registered office: In Karachi • Corporate Head Office: In Lahore.

Mission Statement • “We exist to create value for our share owners on a long-term basis by building a business that enhances The Coca-Cola Company’s trademarks. This is also our ultimate commitment. As the world’s largest beverage company, we refresh that world. We do this by developing superior soft drinks, both carbonated and non-carbonated, and profitable non-alcoholic beverage systems that create value for our Company, our bottling partners and our customers.”

Vision • People: Being a great place to work where people are inspired to be the best they can be • Planet: Being a responsible global citizen that makes a difference • Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples' desires and needs • Partners: Nurturing a winning network of partners and building mutual loyalty • Profit: Maximizing return to shareowners while being mindful of our overall responsibilities

Departments of Coca-Cola Beverage Private Limited (CCBPL) • • • • • • •

Production Department Industrial Relation Department Sales Marketing Department Human Capital Department Finance Department D & L Department Sales Department

Organizational Chart of Sales Department

CEO Pakistan

GM SBU

GM CBU

BOM

BOM

BOM

Account Manager

Production Manager

Sale &Mkt Manager

Technical Manager

RSM

RSM

RSM

Sale Manager

Sale Manager

Market Development Officer

Market Development Officer

Sales & Marketing Officer

Sales & Marketing Officer

Sale Manager

Market Development Officer

Sales & Marketing Officer

Logistic Manager

Admin Manager

SWOT Analysis (External Environment) Strength: • Pioneers in the soft drink industry. • Well informed team • strong commitments and positive attitude towards serving the company • (Quality (Product, Services) • Highly trained, motivated, committed and professional staff. • Leadership in national/local key accounts. • Coca Cola, the world’s most powerful trademark and other highly valuable trademarks. • Strong global leadership in the beverage industry in particular and in the business world in general.

Weakness • Insufficient brand activities in both ATH and BTH. • Do not have replacement of MOUNTAIN DEW (cans and mineral water) • Low compensation and benefits, compared to the market, leading to high turnover. • Distribution network is weak particularly in Pakistan. • Ineffective management perspective over the competitive situation of Pakistan.

SWOT Analysis (Internal environment) Opportunities: • Highly focus on weighted accounts in direct areas. • New products i.e. Q1/Sprite 3G, Energy Drinks, Mineral water and juices. • Highly focus on advertisement and sales promotion.

Threats: • Spurious Drinks. • Potential launch of juice competitors. • Successful launch of Mountain Dew can lead to launch of other new C&D brands. • Competitors are the main threat for the company.

Stake holder’s Relationship The relationship of the company with stakeholders is as follow: • Media: Coca-cola has hired very expensive and talented actors for its advertising campaigns so the coverage on media is very good.

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Customers: At international level Coke has many loyal customers but in Pakistan due to some reasons it lacks it popularity among the buys. Public Pressure groups: The relationship of coke with the pressure groups is not very good because they tend to demote coke ion Pakistan by creating its new rivals after every short period of time. Government: The company have friendly relations with government and working within the legal circle the company is excelling.

• Shareholders: The main objective of the company is to satisfy the valued shareholders and to gain maximum profit • Competitors: With Pepsi the only major competitor, company have intense relationship with Pepsi and there is a strong economic battle between the two rivals. • Employees: At Coca-Cola the employees are highly motivated and have strong positive relation with the company and work to the best of their ablilities to gain profit for the organization.

BCG Matrix BCG MATRIX •

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HIGH

GROWTH OF MARKET

STAR

QUESTION MARK DOG

LOW

CASH COW HIGH

LOW RELATIVE SHARE

Distribution The key element of marketing is distribution. The success of entire business depends on the distribution. Coca cola makes sale through distribution channel (producer retailer customer) but in order to get market share it can go for producer wholesaler retailer consumer

Brands • • • • • • • • •

Coca Cola Diet Coke Sprite Sprite Zero Sprite 3G Fanta Fanta Apple Kinley Splash 250ml, 500ml, 1ltr 1.5ltrs, 2.25ltrs

Conclusion Coca Cola is the world’s largest beverage company. They believe that they refresh the world better than any other beverage company. Coca cola is a non-alcoholic profitable beverage company, which creates value for the company, their bottling partners, share owner and customers. In Pakistan customers have a sophisticated image about the soft drink and therefore appealing to the educated and middle/ upper middle classes. Effective Managerial techniques