Coca Cola Strategic Plan

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A Report on

Strategic Planning

Of

COCA COLA

Subject: Strategic Management

[MBA – Evening Program]

Faculty: Sir Yousuf

Prepared & Presented by:

Rohail Riaz (51515)

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

6- OUR MISSION 11

7- OUR VISION 11

8- IMPROVED MISSION STATEMENT 12

9- IMPROVED VISION STATEMENT 12

10- CURRENT ORGANIZATIONAL CHART 14

11- E-COMMERCE 14

12- VALUE OF THE FIRM 15

13- KEY INTERNAL FACTORS 17

14- KEY EXTERNAL FACTOR 18

15- COMPETITORS 19

16- SWOT ANALYSIS 20

17- BCG MATRIX 22

18- STRATEGIC GOALS 23

19- TACTICAL GOALS 24

20- OPERATIONAL GOALS 24

21- CONCLUSION 25

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 inAtlanta, 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 bottling arm of the Coca-Cola Company.

The main objective of this study lies in understanding the organization and studying and understanding the consumers’ perception and opinion about the latest product, Minute Maid Pulpy Orange, introducedinto India, by the Coca-Cola Company. A consumer sampling involving 5.5 lakh people was conducted in a span of 30 days across major cities in order to give the product the required marketing push and to recognize the prospective consumers and their opinion in order to develop and market the product in a better way in the near future. The methodology used in studying and understanding the perceived views of consumers towards the product was ‘SAMPLING’. The findings of the activity have been drawn out in form of graphs and suggestions have been offered there from.

2- HISTORY OF COCA COLA

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.

1894 – A...
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