1

TABLE OF CONTENTS: Page#

1. Abstract ---------------------------------------------------2

2. Introduction ----------------------------------------------3

3. Size of Coca Cola Company ---------------------------4

4. Ownership -------------------------------------------------4

5. Analysis and Findings ----------------------------------5

5.1 PESTEL Analysis of Coca Cola ------------------5-13

5.2 SWOT Analysis of Coca Cola --------------------13-15

5.3 Porter’s Five Forces Model Of Coca Cola -----16-19

6. Challenges ------------------------------------------------19-24

7. McKinsey 7 S Framework ----------------------------25-29

8. Recommendations --------------------------------------29-30

9. Kotler’s Change Framework for Leadership ----24-27

10. Conclusion ----------------------------------------27-28

11. References ----------------------------------------29-35

 2

ABSTARACT:

“This particular case shows the overall analysis of the Coca Cola
organization. it is done by make analysis of the Coca Cola Company
through the PEST, SWOT and five forces of the analysis in the part one
and in the second part is the analysis of the internal and external
challenges face by the Coca Cola Company as the issues of the human
resource, employee and customers profit chain and other related issues.
And in external environment the overall issues of the competition and
technological advancement mentioned. The main purpose of this case
scenario to evaluate the current position and area of the development of
the Coca Cola Company limited.”
 3

Introduction:

In 1886 a drink was devised by an apothecary in Atlanta which was just

as a medicine. The chemist like the formula so much that he started to
sell it with the name of coca cola. In this way The Coca Cola Company
was registered in Atlanta and is also known as Coke. It was purchased
by a capitalist Asa Griggs Candler who made it possible for the coke
we know today to be the most liked soft drink of the 20th century.

Coca Cola Company is currently operating in more than 200 countries

and its brands are more than 400 throughout these 200 countries.

A concentrate is created by the company which is then purchased by the

accredited bottlers of Coca Cola present throughout the world. In such
case those bottlers get competitive advantage over others who are
present in a particular territory so they make contracts and process the
concentrate to convert it into a finished good by mixing sifted and
strained water along with sweeteners. Among these bottlers the largest
bottler that is working with the Coca Cola Company is Coca Cola
 4

Enterprises which is located in the Northern region of America and

Europe.

Besides the selling of coke some soda bars are also provided by the Coca
Cola Company to some big and famous restaurants where fresh soft
drinks are available to the customers.

There are also some other famous soft drinks that are made by the Coca
Cola Company, such as; diet coke, zero cola coke, and lemon flavored
coke on some special occasions like Christmas, Easter, etc.

Size of Coca Cola Company:

The Coca Cola Company is running its operations in 200+ countries

with a total work team of over 139,600 employees that are working with
full zeal and zest to make Coca Cola Company a leading beverages
manufacturer of the world. The product line of Coca Cola Company is
consisted of more than 3500 beverages. Due to the fine taste of its
products it has been consistent in getting higher dividends for the last 49
years.

Ownership:

There are millions of owners of the Coca Cola Company as it is a

publically traded on the New York Stock Exchange (NYSE). The
common stock of Coca Cola is also available on the exchanges of
Boston, Chicago, Cincinnati, etc.
 5

 The countries of the European Commission are requested to ban

the drinks of Coca Cola as it has been reported that the death of
100 children in Belgium was caused due to the incorrect use of
carbon dioxide.
 In India and some other third world countries, protests were
held against Coca Cola as it is believed that the underground
water is being depleted by the making of Coca Cola.

SWOT ANALYSIS: (Armstrong, 2004)

Strengths:

 Coca Cola is the strongest and most valuable marque having the
largest number of loyal customers.
 The products of Coca Cola Company are widely sold in more than
200 countries around the globe and Coke is the famous soft drink
of many restaurants.
 The advertisement and promotion activities of Coca Cola are more
than any other soft drink manufacturing company of the world.
 It has strongest arrangement of bottling.
 The distribution channel and production plants of Coca Cola are in
excess around the world,

Weaknesses: (Hill, T. & R. Westbrook (2007)).

 6

 The bad perceptions about Coke caused due to the flop formula of
the New Coke, due to which people started to replace Coke with
other soft drinks like Pepsi.
 The burden of debts and loans that are being faced by the company
due to which financial institutions hesitate to grant more loan to
the Coca Cola company.
 The company suffered loss in 2008 when a dispute arose between
the whole sale prices of the Coke due to which Costco banned the
refilling of Coke and Diet Coke on their shelves.
 The product range of the Coca Cola Company is only limited to
beverages only.

Opportunities:

 Coca Cola should launch some new beverages that are produced on
a smaller scale because the customers of United Kingdom prefer
soft drinks that are produced on a smaller scale.
 Coca Cola should launch some healthier drinks as the trend of
health conscious people is increasing day by day.
 The supply of coke to more restaurants can grant Coke competitive
edge.

Threats:
 7

 Pepsi is a major threat to Coke as its product line is more

broadened which also includes food products.
 Many substitutes of Coke are easily available to the consumers
such as, beer, Pepsi, coffee, hot chocolate, etc.
 The prices of cans and sugar used by the Coca Cola Company are
increasing rapidly which is decreasing the profit.
 The growth of non-alcoholic beverages like Coca Cola is very
sluggish.

Porter’s Five Forces Model:

A five step framework was designed by Michael Porter in 1979; this tool
is helpful to measure the business strategies and the industry analysis.
(Michael Porter, Nicholas Argyres, Anita M. McGahan)

1. Business Rivalry:

There are very few rivals of Coca Cola that exist in the market.
The main rival of Coca Cola is Pepsi which shares 80% of the
market shares with Coca Cola equally while 20% market shares are
with other beverages manufacturers. The main business rival of

2. Bargaining Power Of Suppliers:

The bargaining power of Coca Cola with the suppliers is very low.
The primary role of Coca Cola was to buy fructose or sucrose and
 8

to commence the bottling work with the help of its suppliers. The
company must maintain good relationships with its suppliers as the
suppliers can charge higher prices because the substitutes are not in
abundant quantity.

3. Bargaining Power Of Buyers:

Consumers are the important asset of any organization and Coca

Cola should keep the level of income of its target customer is
mind. If the prices of Coca Cola’s products are not within the
range of the customers then they can either switch to Pepsi or some
other cheap soft drink. So Coca Cola should make such business
strategies in which buying power of consumers should be the first
priority.

4. Threat of Substitute Products and Services:

Coca Cola has great threat of substitute products that are tea,
coffee, Pepsi, beer and some other soft drinks. (Cola Wars, 1991).
If the cost of switching to these substitutes is low and the
substitutes offers the more in taste and quality then people will quit
buying Coca Cola products and will switch to substitutes. In this
regard the company should take special care in maintaining the
quality of its products that offers the most in taste than its
substitutes.
 9

5. Threat of New Entrants:

There is a moderate level of threat of new entrants to Coca Cola as

its main competitor is Pepsi, but there are many local competitors
of Coca Cola worldwide that are giving a tough competition to
Coca Cola. Some of its competitors that are also new entrants in
the market are:

 Big Cola (Mireles, Ricardo,2007)

 Corsica Cola
 Breizh Cola
 Inca Kola
 Julmust (2006)
 Irn-Bru (Murden, Terry ; January 30, 2005)
 Thums Up (Kripalani, Manjeet and Mark L. Clifford
(February 10, 2003))
 Mecca Cola
 Qibla Cola
 Robinsons Drinks In United Kingdom

Challenges:

There are internal as well as external challenges that are faced by Coca
Cola Company. Since early 2000’s Coca Cola Company and its products
have been criticized by regulatory bodies and the consumers. Criticism
 10

has been made due to the health problems caused by coca cola,
monopoly of its products and poor record of environmental factors, due
to which pressure groups like “Killer Coke” have been formed.

Packaging

The packaging of Coca Cola’s products has an influence on the

environment and it is a great challenge for the company to announce
mechanisms like container deposit legislation.

Marketing

The marketing of Coca Cola products has always been a challenge for
the company. In 1993 a study about the marketing practices of Coca
Cola in the United States was published by a journalist named Mark
Pendergrast.

According to a survey of British Government a huge amount of ads of

Coca Cola were broadcasted during the time of children’s programs
time. (BBC 2004)

Health Effects:

Acidity and Tooth Decay:

Due to health problems caused by excessive use of Coca Cola, an

infinite number of cases have been registered against the company
 11

claiming that the acids and chemicals used in the products of Coca Cola
Company are dangerous.

There are also some cases in which it has been proved that coca cola is
no more harmful than any other soft drink present in the market. If such
soft drinks are used in excess than teeth’s start to decay.

Wages:

Wages of employees is an internal issue that can influence the

performance of the company if reasonable wages are not offered to
employees they may not work with honesty. Coca Cola has taken much
care of this issue and provides handsome wages and salaries to its
employees. The employees at Coca Cola are satisfied with their wages
due to which they are working with honesty and hard work to make coca
cola the leading beverages manufacturer of the world.

There are blue collared workers as well as white collared workers and
the salary packages of both types are different and competitive with
respect to the tasks they perform.

Staffing and Training:

At Coca Cola it is believed that the quality of the products can be

increased if the employees are well educated and are properly trained.
 12

Coca Cola is engaged in providing scholarships to the needy students all

around the world; it also provides supplies and study areas to the
students.

Time Management for Work:

In this modern era only those companies are successful that are time
efficient. Coca cola is trying its best to fulfill the demands of its
customers in a timely manner. Daily billions of coca cola bottles are
being used by the consumers all around the world and such a huge
demand is met only with the help of time management.

Financial Analysis:

The products of coca cola used daily are in billions worldwide and to
meet such huge demand; lot of finance is required by the company. If we
see the financial reports of coca cola, it can be seen easily that the
company is earning huge profits for last few decades and due to the fine
taste of the Coca Cola’s products it is getting highest dividends for the
last 49 years in a row.

Racial Discrimination:

A lawsuit was filed against Coca Cola due to unfair treatment with the
minority employees working in the U.S and to settle this law suit Coca
Cola paid $192.5 million in November 2000. Another racial
discrimination incident took place in 2003 when the protestors at the
 13

annual general meeting sued Coca Cola that white men are preferred
over black men and key positions are only offered to white men while
black men are fired more frequently (Ben White, 2002)

Due to the settlement of racial issues Coca Cola was made compulsory
to observe management practices due to which the company is now in
the list of top 10 for its diversification.

External Challenges:

External Competition:

The external competition existing in the market is another challenge for

the company to overcome in order to retain its position in the market.
This can be done by offering the most in quality and taste of its products
better than its competitors.

Technical Challenges:

In this modern age only those companies can survive who are in a habit
of diversifying their products from time to time. Change in technology is
an external challenge that is being faced by Coca Cola Company. In
order to remain the market leader Coca Cola must acquire the new
technology so that it can bring latest improvements and changes in its
products as today’s customer demands uniqueness.

Change in Consumer’s Taste:

 14

Change in consumer’s taste is another challenge that is a great threat to

Coca Cola as its product line is limited while Pepsi offers more flavors
and also some food products while Coca Cola only offers beverages.
Coca Cola should also extend its product line so that it can also take
over Pepsi in the food products like it has taken edge over soft drinks
offered by Pepsi Inc.

McKinsey 7 S Framework for Business Strategy:

The 7-S framework was presented by McKinsey in late 70’s. All the
factors of this framework are related to each other and have a direct
impact with the performance of any business organization. The 7-S
framework consists of following factors:

 Shared Values

 Skills

 Staff

 Strategy

 Structure

 Style

 Systems
 15

This framework is effective only if all the seven factors are working
properly. If the Coca Cola Company wants to minimize the HR issues
and improve their control and management system then this model must
be applied practically and effectively. The desirable performance can
only be attainted if all the seven elements are implemented effectively.

(Aiken, Carolyn; Keller, Scott, April 2009)

1. Shared Values:
Following are the shared values of the Coca Cola Company (UK):
 Leadership
 Passion
 Integrity
 Accountability
 Collaboration
 Innovation
 Quality
Coca Cola knows what its shared values are and the importance of these
shared values in the growth of the company. All the above seven factors
are responsible for the success of Coca Cola. The purpose of existence
of the company is depicted by its shared values and due to this reason
the element shared values in placed in the middle of McKinsey 7-S
framework.
2. Skills:
 16

Skills include both the individual and institutional skills that are
important for the growth of Coca Cola. Due to globalization the
acquisition of skills has been made easy and the company can hire key
players of the world to work for it. Coca Cola has hired many workers
from all around the globe and all the workers are highly trained and got
necessary skills that are needed for the growth of Coca Cola Company.
3. Staff:
Staff plays as important role in the growth of the firm as a manager.
According to the Coca Cola Company, its employees are the core and
soul of the company who fully devotes themselves to make Coca Cola a
distinctive part of people’s lives all around the globe. The fine staff of
Coca Cola is the main reason due to which it had survived over the last
120 years and has won the hearts of many consumers. The staff of Coca
Cola has led the success of the company by working with full passion
and devotion so that to refresh every single consumer who buys the
products of the Coca Cola Company.
4. Strategy:
Coca Cola is the largest manufacturer of beverages ion the world and is
offering almost 3500 beverages in more than 200 countries. The
business strategy of Coca Cola is to increase its sale volume, market
price per share and to add to the economy of every country in which it is
operating. The main strategy of Coca Cola Company is to hire skilled
 17

workers that are experts in their work and can give innovative ideas to
the company.
5. Structure:
The corporate structure of Coca Cola is divided into 6 operating
segments. The first five are referred to as SBU, which is the base of the
company’s financial reporting system. The flow of communication is
from front line workers to top level workers. The chief operating officer
of each strategic business unit reports to the Chief Executive Officer and
the Chairman of the Board of Directors who is E. Neville Isdell.
(Richard Girard, 2005)
6. Style:
Style means the way an organization is leaded. The top managers of the
Coca Cola Company have set four codes of social responsibility by
which they lead the company. The codes are:
 Providing quality in the marketplace.
 Enrichment of place of work
 Preserving the environment
 Strengthen the community
7. Systems:
The system of Coca Cola is more effective in the present as it was in the
past. The current system is working for customers, suppliers,
shareholders, and for every one that has some interest in the company.
Recommendations:
 18

Following recommendations can be taken by the Coca Cola Company to

solve the human resource problems faced by the company:
 The company should motivate its employees from time to time by
giving them incentives and perks so that the employees can have
job satisfaction due to which the employees will work with more
devotion and loyalty.
 There should be security about the jobs of the employees.
 Racial discrimination should be ended as the law suits filed against
the company caused huge loss and created a bad image of the
company in the eyes of the consumers.
 The marketing department of Coca Cola should conduct surveys
from consumers so that the changes in their taste and lifestyle can
be measured.
 In order to survive in the market the company must adapt the latest
technology.
 There should be proper training and development programs for the
employees so that they can adapt the new machinery.
Kotter's 8-Step Change Model:
Many theories have been made about how a change should be done in a
business environment. Many of the theories regarding change emerged
with the management expert, John Kotter. In order to bring amendments
in Coca Cola company, given model must be selected for successful
application of the changes and fulfill the needs. World’s business market
 19

gets changed often and in order to achieve agonistic benefits, changes

play a very important role in all business fields. In order to implement
the changes in the company, the given steps must be applied by Coca
Cola Company. The eight step model of change presented by John
Kotter is as follow:

1. Create Urgency:

A change can only take place if it is urgent and important, to adapt the
change an urgency regarding the change must be developed amongst the
employees. This sense of urgency will give some motivation to the
employees so that they will start working on the requirements to acquire
the change.

The sense of urgency can be created by the management of Coca Cola in

such a way that it can identify the threats to the company and
demonstrate the future outcomes of such threats without bringing the
change.

2. Form a Powerful Coalition:

After creating the urgency the management of Coca Cola should present
reasonable arguments to its employees regarding the importance of the
change. For convincing the employees the manager of the company
should be an effective leader having strong influence on the employees
of the Coca Cola Company.
 20

The manager should form a union along with some effective and expert
employees so that the team can work to further build the urgency
amongst other employees.

3. Create a Vision for Change:

When the board of directors and top management decided to bring a

change in the Coca Cola Company, every member would have many
different and unique ideas in their minds, gather all these ideas and state
them in the form of a vision as it is easy to understand a clear vision
rather than different set of ideas.

Clearly state the benefits of bringing the change in the future and devise
a strong strategy to adapt the change successfully.

4. Communicate the Vision:

Once a vision is created the unions and managers of Coca Cola

Company must communicate this vision to all the employees of the
company worldwide and should try to clear their anxieties and problems
they have regarding the change.

5. Remove Obstacles:

While bringing the change in the Company, if any hindrance or

complication occurs related to performance issues of the employees,
then there is a need that the company must carry out the analysis and
must figure out that how these obstacles may cause any effect in
 21

company’s vision. (Storey, J, 2007). This is the point where the

employees of the Coca Cola Company want to adapt the change. At this
point check the whole company to see if anyone is still not in the favor
of adapting the change, if so then tries to convince him. The company
should check the structure of your organization to see whether
everything is in line with the vision made by the management.

6. Create Short-term Wins:

To motivate the employees the management of the Coca Cola Company

should create short term goals so that they can be meet early to show the
performance of the company to the employees, in this way they will be
motivated to work harder.

7. Build on the Change:

Kotter’s model suggests that if the management surpasses the above

mentioned six stages successfully then this is the stage to start making
the change in the organization. But still it is advisable that the
administration should not proclaim the win as it is still uncertain. In this
stage the changed product or service must be launched at a smaller scale
and if its launch is successful and appreciated by the employees than
produce it on a larger scale.

8. Anchor The Changes in Corporate Culture:

 22

In this step the unions and the management of the Coca Cola Company
should talk about the success of the change adapted and should tell
success stories to the new employees as well the business partners.

Conclusion:

After a detail analysis of Coca Cola Company one can conclude that
though Coca Cola is the largest beverages manufacturer of the world still
there are chances of improvement. The company is known for its
product and is known all over the globe. Instead of being a well-known
company, it has to encounter few problems and complications in present
age, and these problems can drag the company to many other problems
in future which can cause adverse effects on the company’s
performance. The management of the company should overcome the HR
issues so that it can earn more profits in the future. Coca Cola can
become a major threat to new entrants if its product line is extended to
food products too as the main rival of Coca Cola Pepsi is offering many
food products which hinders the growth of Coca Cola in front of Pepsi
sometimes. Coca Cola should put hard efforts to convert its weaknesses
to its strengths and to eliminate the threats. To survive in this modern era
the management of Coca Cola must take necessary steps to diversify
their product line from time to time in order to remain in competition.
 23

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