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The Coca-Cola Company is the world's leading owner and marketer of nonalcoholic beverage brands and the world's largest manufacturer, distributor and marketer of concentrates and syrups used to produce nonalcoholic beverages. We own or license and market more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. Coca-Cola is

recognized as the worlds most valuable brand, we own and market four of the worlds top five nonalcoholic sparkling beverage brands, including Diet Coke, Fanta and Sprite.

2.0 Operation We are a global business that operates on a local scale in every community where we do business. We are able to create global reach with local resources because of the strength of the Coca-Cola system, which comprises our Company and our bottling partners nearly 300 worldwide. Our Company sources ingredients, manufactures and sells concentrates, beverage bases and syrups to our bottling operations, owns the brands, and is responsible for consumer brand marketing initiatives. Our bottling partners and some Company operations manufacture, package, merchandise and distribute the finished branded beverages to our customers and vending partners, who then sell our products to consumers. Our bottling partners work closely with customers, grocery stores, restaurants, street vendors, convenience stores, movie theatres and amusement parks, among many others to execute localized strategies developed in partnership with our Company. Through effective collaboration, we are able to sell our products to consumers at a

rate of 1.7 billion servings a day. The Coca-Cola system is not a single entity from a legal or managerial perspective, and the Company does not own or control most of our bottling partners. The Companys operating structure is the basis for our internal financial reporting. As of December 31, 2011, our operating structure included the Eurasia, Africa, Europe, Latin America, North America, Pacific, and Bottling Investments.

2.3 Timeline 1886 1888 1894 1899 1904 1968 1985 1985 2007 2009 Coca Cola was first invented Coca Cola Company was created Coca Cola was sold in bottles for the first time Site of first Coca Cola bottling company Coca Cola stops using cocaine The Arab League boycott New Coke invention Backlash forces old Formula back Canada changes name to Coca Cola instead Classic The bottling plant in skopie, Macedonia

2011 -

The word Classic was removed from all Coca Cola products

3.0 Financial analysis 3.1 Revenue in USD

Coca Cola Company sales from the year 2010 until 2012 have been increasing constantly. In 2010, the company made USD 35,119 millions in sales and increase to USD 46,542 millions in the next year. As in 2012, the company sales has raise up to USD 48,017 millions in total.

3.2 Net income in USD

For its net income, Coca Cola Company have made an unexpected number of percentage from 2010, 2011, and 2012 as its stated USD 11,809 M, USD 8,584 M and USD 9,019 M respectively .

3.3 Cash Reserve in USD

In 2012, cash reserves at The Coca-Cola Co fell by 4.36bn. However, the company earned 10.65bn from its operations for a Cash Flow Margin of 22.17%. In addition the company used 11.40bn on investing activities and also paid 3.35bn in financing cash flows. 4.0 Competitive Position

Competitive Rivalry


The competitive rivalry within the beverage industry, particularly in soft drinks, is extremely high for COKE. Large competitors such as Pepsi and the Dr. Pepper Snapple Group both have a world-wide presence and are extremely competitive over every fraction of market share. Many of these companies are consistently finding new ways to introduce new products to the beverage industry including soft drinks, sports drinks and energy drinks. There is a history within the industry of intense product line buyouts and as the world market becomes more accessible, rivalry will continue to grow within the industry. 5.0 Strategy Implementation 5.1 Price Strategy

Trade Promotion

Coca Cola Company gives incentives to middle men or retailers in way that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Seen as sold

They do agreements with a shop keepers and stores to exclusive sale in that store. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these

stores and offers them free samples and free bottles and some time cash incentives.

Different Price In Different Seasons

Sometimes Coca Cola Company changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in Pakistan. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle. 5.2 Promotion Strategy

Getting shelves

They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers.

Sale Promotion


Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.

UTC Scheme

UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children.

5.3 DISTRIBUTION CHANNELS Coca Cola Company makes two types of selling:

Direct Selling


In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.

5.4 Current Strategy To compete in the global beverage market, Coca-cola uses a differentiation strategy to create value for its customers and consumers. Coca-cola mission statement reflects this: To refresh

the world. To inspired the moment of optimism. To create value and make a difference. To accomplish the mission coca-cola adopts the following strategic growth path:

Grow Core Global Carbonated Soft Drink Brands Coca-cola is set to capture the full potential of trademark Coca-cola and accelerate growth of core brands in each market through immediate consumption opportunities to improve margin, consumer recruitment and revenue


Grow Other Core Brand This is profitable non carbonated market and includes coffee, energy drink and sport drink


Develop Transformational Wellness Platform Coca-cola will enter the market with an initial focus on tea, juice, soy and enhance hydration platform

6.0 References



Reuters, T. (2013, Jannuary 28). Financial Times. Retrieved March 27, 2013, from The Coca-Cola Co:


Abdullah-Al-Ferdous. (2011). Marketing Strategy Of International Brand Operating. 33-36.


Puravankara, D. (2007). Strategic Analysis of The Coca Cola Company. 37. Company, C.-C. (n.d.). Retrieved march 27, 2013, from Coca Cola Company: