Coca Cola Market Strategy

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A Report on
Strategic Management Case

Of

COCA COLA

(Year 2007)

Subject: Managerial Policy

Section: “B” [MBA – Evening Program]

Faculty: Brig. (ret.) Shakeel Ahmed

Prepared & Presented by:

|Group 2 | |Faraz Ahmed |Zohaib Genda |Mehboob Hassan |Zakia Rasheed | |Arshad Khan |Muhammad Tabish Taha |Sehrish Anwar |Obaid Ullah Aleem | |Mohammad Waqas |Ashok Kumar |Tariq Khan | |Zeeshan Ul Haque |Tariq Hamidi |Babar Raza |

Table of Contents

1- EXECUTIVE SUMMARY 3

2- HISTORY OF COCA COLA 4

3- BRANDS OF COCA COLA 7

3.1- Energy Drinks 7

3.2- Juices/Juice Drinks 7

3.3- Soft Drinks 8

3.5- Tea and Coffee 8

3.6 Water 8

3.7- Other Drinks 9

4- CONSUMER CHOICE AT A GLANCE 10

5- DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET 11

5- DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET 12

6- OUR MISSION 12

6- OUR MISSION 13

7- OUR VISION 13

8- IMPROVED MISSION STATEMENT 14

9- IMPROVED VISION STATEMENT 14

10- COCA COLA - RATIO ANALYSIS 17

10.1 RATIO ANALYSIS 18

11- FINANCIAL HIGHLIGHTS 19

12- UNIT CASE VOLUME 19

13- CURRENT ORGANIZATIONAL CHART 21

14- VALUE CHAIN ANALYSIS FOR COCA COLA 21

15- E-COMMERCE 24

16- VALUE OF THE FIRM 24

Table of Contents

17- KEY INTERNAL FACTORS 28

18- KEY EXTERNAL FACTOR 29

19- COMPETITORS 30

20- SWOT ANALYSIS 31

21- SPACE MATRIX STRATEGIC MANAGEMENT METHOD 34

22- BCG MATRIX 38

23- IE MATRIX 40

24- QSPM OF COCA COLA 41

25- PROJECTED RATIO ANALYSIS 45

26- CONCLUSION 46

1- EXECUTIVE SUMMARY

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a threelegged brass kettle in his backyard. He first “distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Coca- Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian...
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