Coca Cola

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Strategic Management

Case Study:

Coca Cola Marketing Challenges in Brazil: The Tubainas War

BY:
Ajeet Nanik

T A B L E O F C O N T E N T S

EXECUTIVE SUMMARY

PRESENT SITUATION ANALYSIS
MISSION STATEMENT
STRATEGIC OBJECTIVES
PRESENT STRATEGIC DIRECTIONS
COMPANY STRATEGIES
ALLIGNMENT BETWEEN STRATEGY, STRUCTURE AND CULTURE
CORE COMPETENCIES
DISTINCTIVE COMPETENCE

INDUSTRY ANALYSIS
ANALYSIS OF GENERAL ENVIRONMENT
STRATEGIC GROUP ANALYSIS
OVERALL INDUSTRY ATTRACTIVENESS (PORTER MODEL)
DRIVING FORCES OF CHANGE
KEY SUCCESS FACTOR & COMPETITIVE PROFILE MATRIX

COMPANY ANALYSIS

IDENTIFY & DEVELOP EXTERNAL FACTOR EVALUATION MATRIX
ANALYSIS OF VALUE CHAIN ACTIVITIES
FINANCIAL ANALYSIS/ HEALTH OF THE COMPANY
INTERNAL FACTOR EVALUATION MATRIX
SPACE MATRIX

STRATEGIC ISSUES/PROBLEMS WITH REASONS

RECOMMENDATION
TOWS MATRIX
IDENTIFY THREE ALTERNATIVE STRATEGIES
ADVANTAGED AND DISADVANTAGES OF EACH
SELECTION OF ALTERNATE STRATEGY
3 YEAR LONG TERM OBJECTIVE
IMPLEMENTATION
APPENDIX
PORTER MODEL
FINANCIAL STATEMENTS
RATIO ANALYSIS
3 YEAR TREND ANALYSIS
E XECUTIVE S UMMARY

This report contains the complete industry & company analysis, which define the Coca Cola Company’s presence in the Brazilian market, and the issues faced by them in Brazil. Some of the major issue faced by Coca Cola are; Company is facing Strong competition from Tubainas so their Market share is decreasing due to increase in Tubainas, and their regional presence at low cost.

Company is facing Decrease in its Profitability By its decision of price cut to compete with Tubainas who are low priced. Company has used many new expensive strategies to improve its operations and undercut competitor’s products, which caused greater reduction in profits.

Company is also facing unfair competition from illegal and non tax paying companies. In Brazil many companies operate who are not registered and illegal and don’t pay taxes, which help them to be low cost, and offer their products at low price

There are many Local companies who are stealing market share of Global companies, Brazilian customers are price sensitive and they are not loyal to brands, so the locals who offer low priced products are preferred, and their market share is increasing day by day.

For coca cola it’s very difficult to cut its costs while increase its revenues and profits. Its being very difficult to be at low cost as every other player in the industry is trying to use same strategy to reduce costs, and be cost efficient, for providing low price products.

At the end this report contain a solution proposed to coca cola that it must acquire existing regional companies with preferred taste to lower down competitive pressure. With cola drinks Brazilian market also prefer some local drinks, in which company is not yet present, and have started to enter into that market segment, with Guarana Kuat, so company should increase its operations in local preferred drinks.

For catering this market company should adapt local existing brands.

PRESENT SITUATION ANALYSIS

MISSION STATEMENT

To Refresh the World...in body, mind, and spirit.
To Inspire Moments of Optimism...through our brands and our actions. To Create Value and Make a Difference...everywhere we engage.

VISION STATEMENT

To achieve sustainable growth, we have established a Vision with clear goals: 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.

COMPANY STRATEGIC OBJECTIVE

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