Strategic Hr

Topics: Coca-Cola, PepsiCo, The Coca-Cola Company Pages: 37 (8486 words) Published: August 19, 2013
COCA-COLA CO, THE IN SOFT DRINKS (WORLD)
July 2012

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SCOPE OF THE REPORT

Scope
 All data sourced by Euromonitor International unless otherwise stated.  All volume figures show litres in off-trade volume unless otherwise stated.  All value figures show US$, RSP (retail sales prices), fixed exchange rates unless otherwise stated. Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised.

Soft Drinks 467 billion litres

Bottled Water 192 billion litres

Carbonates 160 billion litres

Fruit/ Vegetable Juice 61 billion litres

RTD Coffee 4 billion litres

RTD Tea 30 billion litres

Sports and Energy Drinks 15 billion litres

Asian Speciality Drinks 22 billion litres

The Coca-Cola Company, the world’s leading soft drinks company, has a stated aim to double its size over the 2010 to 2020 decade. However, with US sales on the decline and regular carbonates losing their appeal, the company needs growth to come in the BRIC countries and in low calorie drinks. In this report, Euromonitor International assesses The Coca-Cola Company’s chances of succeeding in its quest for growth.

© Euromonitor International

SOFT DRINKS: COCA-COLA CO

PASSPORT 2

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STRATEGIC EVALUATION
COMPETITIVE POSITIONING MARKET ASSESSMENT GEOGRAPHIC AND CATEGORY OPPORTUNITIES BRAND STRATEGY OPERATIONS RECOMMENDATIONS

STATEGIC EVALUATION

Key company facts
Coca-Cola Co, The
Headquarters: Regional involvement: Georgia, US Global Bottled water, carbonates, concentrates, fruit/vegetable juice, RTD coffee, RTD tea, sports and energy drinks, Asian speciality drinks 23.1% 3.6% Global soft drinks leader to double revenue by 2020  The Coca-Cola Company (TCCC) is the world’s largest non-alcoholic drinks company, controlling over 23% of soft drinks off-trade volumes. The company has achieved considerable growth over 20072011, seeing reported revenue rise from US$28.8 billion to US$46.5 billion, an increase of over 61%. The company has a stated aim to double in size from 2010 to 2020. Carbonates create Coca-Cola’s power base  TCCC’s power base is built upon its domination of carbonates, which comprises almost three quarters of its sales. Bottled water and fruit/vegetable juice are key secondary categories. Coca-Cola is the company’s flagship brand, accounting for over one third of its volume sales. Sprite, Diet Coke and Fanta are also key brands.  TCCC has an balanced geographic mix, generating two thirds of its volume sales outside North America and Western Europe. PASSPORT 4

Category involvement:

World soft drinks share offtrade volume (2011): Off-trade volume growth (2010-2011):

© Euromonitor International

SOFT DRINKS: COCA-COLA CO

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STATEGIC EVALUATION

Carbonates still key to TCCC’s sales
 Carbonates generate 71% of TCCC’s total off trade volume sales in 2011, although this percentage has fallen in recent years, down from nearly 77% in 2006, as TCCC has sought to grow its non-carbonates coverage in the wake of challenging carbonates market conditions in some markets and the ongoing health and wellness trend affecting soft drinks markets globally.  In percentage terms, bottled water and fruit/vegetable juice have been the most dynamic categories for TCCC, with bottled water seeing 70% volume growth over 2006-2011 and fruit/vegetable juice growing by 66%. However the sheer size of its carbonates business sees TCCC experiencing the biggest total volume growth in absolute terms with some 8.2 billion additional litres of volume sales in 2011 versus...
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