CocaCoca-Cola Company is the world's largest nonalcoholic beverage company. It offers a portfolio of world class quality sparkling and still beverages, starting with CocaCocaCola® and extending through over 400 soft drinks, juices, teas, coffees, waters, sports and energy drinks that refresh, hydrate, nourish, relax and energize. Within our more than 400 brands are nearly 2,400 beverage products. Four of the world's top-five topsoftsoft-drink brands are ours: Coca-Cola, Diet Coke®, CocaSprite® and Fanta®. Thums Up and Limca, which are formulated to appeal to local cultures and lifestyles.  

With operations in more than 200 countries, we have a diverse workforce of approximately 55,000 Company employees. Our family of beverages accounts for approximately 1.3 billion servings worldwide of the 50 billion beverage servings consumed every day-a figure that indicates both daystrength and growth opportunity of the company. The Company strives continuously to expand beverage offerings to meet consumers' evolving needs and tastes.  

name 'Coca-Cola' was suggested 'Cocaby Dr.  The . Pemberton in Atlanta.History  Coca-Cola Coca- was invented in May 1886 by Dr. Georgia. Frank Robinson. He kept the name CocaCoca-Cola in the flowing script that is famous today. Pemberton's bookkeeper. John S.

whose marketing Cocatactics led Coke to its dominance of the world soft drink market throughout the 20th century. his merchandising flair helped expand consumption of Coca-Cola to every state and Cocaterritory. Atlanta entrepreneur Asa G. The Coca-Cola Company took Cocathe business to unrivaled heights of commercial success. Woodruff six decades of leadership . Within four years.  In 1891. Under Robert W. . making Coca-Cola an Cocainstitution the world over. Candler had acquired complete ownership of the Coca-Cola business.

 The trademark "Coca-Cola" was registered "Cocawith the U. was granted registration as a trademark by the U. The unique contour bottle. . followed by "Coke" in 1945.S. Patent and Trademark Office in 1977. familiar to consumers everywhere. an honor awarded very few packages. Patent and Trademark Office in 1893.S.

through our brands and our actions. in body.. Optimism... World. mind..Mission Everything we do is inspired by our enduring mission:  To Refresh the World.. . everywhere we engage....  To Create Value and Make a Difference. Difference.. and spirit...  To Inspire Moments of Optimism..

Portfolio: Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples· desires and needs. Partners: Partners: Nurturing a winning network of partners and building mutual loyalty.  Profit: Maximizing return to shareowners while being Profit: mindful of our overall responsibilities.  People: People: Being a great place to work where people are inspired to be the best they can be. Planet: Planet: Being a responsible global citizen that makes a difference. we have established a vision with clear goals.    .Vision To achieve sustainable growth.

delight" Quality: "What we do. Leadership: "The courage to shape a better future" Passion: "Committed in heart and mind" Integrity: "Be real" Accountability: "If it is to be. we do well" . it·s up to me" Collaboration: "Leverage collective genius" Innovation: "Seek. imagine. create.Values We are guided by shared values that we will live by as a company and as individuals.

It is a foundation upon which will build sustainable growth as each and every member of the Coca-Cola system recognizes and invests in company·s rich long-term opportunities.Manifesto For Growth (5 P·s)  Manifesto represents the beginning of a journey which. will never end. . while also accepting a renewed responsibility for meeting its short-term commitments.

where people are inspired to be the best they can be. building mutual loyalty. Planet .Coke brings the global marketplace beverage brands that anticipate &satisfy people·s desire & needs. Partners .Coke inspires to be a great work place.Coke acts as a responsible citizen. .Coke maximizes return to shareholders while being mindful of overall responsibility.Coke actively nurtures a winning network of beverage and bottling partners. focus on environmental efforts making making a difference wherever they engage.     People . Profits . Portfolio .


European Union Group 4. North America Group . Pacific Group 3.The Coca-Cola Global System CocaGlobal business is organized into six geographic Operating Groups 1. Africa Group 2. Eurasia Group 6. Latin America Group 5.

its products encompass Minute Maid Premium 100% juices. Products include ready-to-drink coffees.PRODUCTS DESCRIPTION The Rejuvenation division offers a range of drinks designed to improve how people feel physically and mentally. Replenishment division offers a range of water products around the world. In the US. such as PowerAde. teas and herbal beverages. Hi-C fruit drinks and Minute Maid Coolers. The Health & Nutrition division produces a range of products to promote health and well being. The division also produces a range of energy drinks. The .

the company has created other products designed to meet the needs of local consumers and communities. noncarbonated drink for their children. . in Chile. For example. Elsewhere in the world. it developed Bibo (Kapo) because mothers wanted a healthy.

vending machines.CocaCoca-Cola System . The actual production and distribution of Coca-Cola Cocafollows a franchising model. As a publicity Cocamarketing strategy started by David W. which it sells to various bottlers throughout the world who hold CocaCoca-Cola franchises for one or more geographical areas. Woodruff. which the bottlers then sell and distribute to retail stores. the company presents the formula as a closely held trade secret known only to a few employees. The Coca-Cola Company Cocaonly produces a syrup concentrate. restaurants and food service distributors  . The bottlers produce the final drink by mixing the syrup with filtered water and sugar (or artificial sweeteners)and then carbonate it before filling it into cans and bottles.Production  The Coca-Cola formula is The Coca-Cola Company's CocaCocasecret recipe for Coca-Cola.

These bottling partners range from international and publicly traded businesses to small. while Coca-Cola bottling companies produce and package the finished beverage products and then sell and distribute them to retail and wholesale customers. . The Coca-Cola Company and bottling partners are not one and the same from a legal or managerial perspective. Their governance and management structures are separate from those of The Coca-Cola Company. family-owned operations. The Company's business is focused on creating and marketing brands and trademarks.

The company s bottling relationships can be divided into three types:  Bottlers in which coca cola company have invested and have a non-controlling ownership interest nonIndependently owned bottlers in which the company have no ownership interest Bottlers in which the company have invested and have a controlling ownership interest   .

the sweetness of the drink differs in various parts of the world. to cater for local tastes. Coca-Cola Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA. Coca-Cola Amatil. but fully independent bottlers produce almost half of the volume sold in the world. Since independent bottlers add sugar and sweeteners. . like Coca-Cola Enterprises.The Coca-Cola Company owns minority shares in some of its largest franchisees.

At a minimum. wages and benefits. discrimination. health and safety. freedom of association and collective bargaining. and environmental practices. all authorized and direct suppliers must comply with all applicable laws and regulations. working hours and overtime. including ingredients. . including those concerning child labor. packaging and machinery as well as goods and services. forced labor. abuse of labor.Suppliers Suppliers include those business partners who supply system with materials.

Customers Customers include large. as well as small. independent businesses. Cocaothers are the corner market or the local pushcart vendor. Some of our customers are major corporations as globally familiar as the name Coca-Cola. . international chains of retailers and restaurants.

also known as strategic business units (SBU's). Each country has their own Head Office and departments.Departments of Coca Cola Every organization is made up of different departments. Europe. . The five SBU's are North America. the amounts of departments are huge. Africa. Coca Cola is geographically split into five geographic operating segments. Asia. As Coca Cola is a large multinational company. Eurasia and Middle East and finally Latin America. If all these departments perform in the correct way then that will continue the success of Coca Cola. each of these departments help Coca Cola achieve their objectives.

including new production facilities. distribution systems and marketing equipment. Coca-Cola returned to 16CocaIndia in 1993 CocaCoca-Cola India started business. CocaCoca-Cola system has invested more than US$ 1 billion in India CocaCoca-Cola is one of the country's top international investors .Coke In India      CocaCoca-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 Exchange Regulation Act (FERA) which governed the operations of foreign companies in India After a 16-years absence. wastewater treatment plants.

Diet Coke. and indirectly creates employment for more than 125.000 people.It employs approximately 6.  Coca-Cola serves in India some of the most recalled brands across the world. Sprite. and trademarked tricycles and pushcarts. In 2002. supply and distribution system The Coca-Cola system in India comprises 27 wholly-owned companyowned bottling operations and another 17 franchisee-owned bottling operations The complexity of the Indian market is reflected in the distribution fleet. which includes 10-tonne trucks. . Fanta.000 people in related industries through vast procurement.'Thanda Matlab Coca-Cola ' was targeted at rural and semi-urban consumers. The advertisement with the tag line . along with the Schweppes product range.Aamir Khan. open-bay three-wheelers that can navigate the narrow alleyways of Indian cities. Coca-Cola India (CCI) launched a new advertisement campaign featuring leading bollywood actor . which include names such as Coca-Cola.

Affordability and Acceptability. It made an investment of Rs 7 million to meet rural demand .) Large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the stock from the hubs to spokes.Rural marketing strategy  CCI's rural marketing strategy was based on three A's Availability. Through its rural distribution initiatives. the stock was transported to spokes which were situated in small towns.342 villages in August 2003     .58.( stock was transported from the bottling plants to hubs and then from hubs.stock from spokes to village retailers the company utilized auto rickshaws and cycles. The company opted for a hub and spoke distribution system to market in rural areas.383 villages in 2001 to 1. CCI was able to increase its presence in rural areas from a coverage of 81.

O.Market Analysis:  Porter's generic competitive strategies: strategies:  Cost leadership  Differentiation  Cost focus  Differentiation focus S.W.  Strength  Weakness  Opportunity  Threats  .T.

SWOT ANALYSIS  STRENGTHS * Strong brand name * Co-operate identity Co* Global distribution * Innovation WEAKNESSES * Does not enjoy the number one position in India. * Advertising was not clear and was misunderstood in India  .

 OPPURTUNITIES * Possible growing demand * Expansion ² Reaching all segments * Glocalisation * Catering to Health Conciouness of People THREATS * Competition-Pepsi Competition* Health Drinks ² Fruit Juice Companies  .

. This may certainly give coca cola competitive advantage because it introduces a new product. It may also give coca cola brand loyalty which means customers will stay loyal to them no matter what happens. relations or reputation. which many people will want to try  People will like to purchase the commodity even though price is high because no substitutes are available.Suggestion To Stay ahead Of Competition The three main ways are through innovation.  First of all innovation can be used.

 Many of coca cola·s plastic bottles are recycled and as a result less resources are lost and costs decrease.   . This makes profits increase. It attracts a new market segment This will mean they will have a higher revenue increasing long term profitability.

   Another factor is marketing. qualities that remain unmatched by the company's competitors. taste and excitement to the market. thus decreasing the threat of new entrants to the industry. Coca Cola needs to continuously strengthen its brand to maintain brand loyalty and positive responses and differentiate itself from its competitors If coca cola used strong marketing it may raise barriers to entry. This is a very important factor for coca cola. Coca Cola's brand represents quality. In order for the company to maintain its strong market position. thus severely reducing any threat of being substituted. .

pure and trustworthy company  . lot of energy. The white meaning a loyal. The message that is conveyed through Coco Cola's advertisements implies that no matter what personality or what ever kind of lifestyle someone has drinking cola boosts their confidence as well as allowing them to get pleasure from every day activities that are considered as being dull. This gives a bright. bubbly. loving and not to mention lively atmosphere.

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