Coca Cola

PRESENETED TO: Miss. Fatima Rehman Khan PRESENTED BY: The Storm Group Majid Ali M.Imtaiz Habib Ahmad Sarfraz Hussian Abid javed Azeem Azam

TABLE OF CONTENTS CONTENTS 1. 2. 3. 4. Acknowledgement. Mission statement Introduction. Coca Cola. a. Coca Cola International. b. History. 5. Management. 6. Market share. 7. Financial report. 8. Dividends and Cash Plan. 9. Products. 10. Strategic planning. 11. Bottlers owned by Coca cola 12. Coca Cola Pakistan. 13. Major Competitors a. Pepsi b. History. c. Financial assets. • Market share. • Financial report. • Products. • Methodology 14. Some basic information regarding marketing of coke a. Target market: b. Major segments: c. Factors effecting sales: d. Major competitors: e. Strategies of quality: f. Threats from competitors: g. Targets that would like to attain: h. Expanding target market i. Threats and opportunities for price: j. Strategies of getting goals i.e. “high profits”: k. Marketing strategy: l. Expectations for the coming year: m. How coke determine the yearly budget: 15. Marketing strategies 16. Pest analysis

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4 .DEDICATION This report is dedicated to our beloved parents. Who educated me and enabled me to reach at this level.

and so forth. The work of some unknown person makes our lives easier everyday. 5 . We believe it's appropriate to acknowledge all of these unknown persons. we discover a debt to others that spans written history. how we got here.ACKNOWLEDGEMENT We think if any of us honestly reflects on who we are. Fatima Rehman Khan for their guidance through out the semester. but it is also necessary to acknowledge those people we know have directly shaped our lives and our work. Then we would like to thank our CCBPL Management for providing us the information that was required for completion of this project. First of all we would like to thank our teacher Miss. what we think we might do well.

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whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market. Consumer demand drives everything we do. In order to achieve this mission. our bottlers. The ultimate objectives of our business strategy are to increase volume. We strive to understand each customer’s business and needs. including our consumers. We achieve this when we place the right products in the right markets at the right time. The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. maximize our longterm cash flows. 6. expand our share of worldwide nonalcoholic ready to drink beverages sales. 4. We will serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink through out the day. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs: 1. and our communities. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. Brand Coca Cola is the core of our business 3. we must create value for all the constraints we serve. Ultimately. We will be the best marketers in the world.The Mission Statement of the Coca Cola Company Our mission statement is to maximize shareowner value over time. and create economic value added by improving economic profit. We will lead as a model corporate citizen. 7 . 5. our customers. We will think and act locally. 2. There are nearly 6 million people in the world who are potential consumers of our company’s product.

understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. quality growth. Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality. • • • • • • People: Be a great place to work where people are inspired to be the best they can be. lean and fast-moving organization. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable. Productivity: Be a highly effective. We must get ready for tomorrow today. together we create mutual. enduring value. • • • • • • • Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be. Partners: Nurture a winning network of customers and suppliers. we must look ahead. That's what our 2020 Vision is all about. we do well 8 . Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.Vision & Values The world is changing all around us. Live Our Values Our values serve as a compass for our actions and describe how we behave in the world. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. To continue to thrive as a business over the next ten years and beyond. it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do.

customers and franchise partners Get out into the market and listen.Focus on the Market • • • • • • • • • • • • • • • Focus on needs of our consumers. optimism and fun Work Smart Act Like Owners Be the Brand 9 . passion.what worked and what didn’t Inspire creativity. observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -.

successful restructuring in 1992. Georgia. secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. In 1986. In December 1991. On an annual basis. local businesses until the early 1980s when bottling franchises began to consolidate. John Pemberton . and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27. Thomas and Joseph B. The Coca-Cola bottling system continued to operate as independent. Lupton franchises and BCI Holding Corporation's bottling holdings. when an Atlanta pharmacist.4 billion. However the bottling business began in 1899 when two Chattanooga businessmen. Originally intended as 10 . Whitehead . again helping accelerate bottler consolidation. 1986. The Coca-Cola Company traces it’s beginning to 1886.[1] It is produced by The Coca-Cola Company of Atlanta. (Johnston) created a larger. stronger Company. the senior management team of Johnston assumed responsibility for managing the Company. and vending machines of more than 200 countries. The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale. and began a dramatic.COCA COLA INTERNATIONAL Introduction and History Coca-Cola Enterprises. began to produce Coca-Cola syrup for sale in fountain drinks. to form Coca-Cola Enterprises Inc. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. the John T. 1944).50 a share.Unit case sales had climbed to 1. and total revenues were $5 billion Coca-Cola is a carbonated soft drink sold in the stores.000 in 1986. established in 1986. As part of the merger. is a young company by the standards of the Coca-Cola system. Benjamin F. total unit case sales were 880. restaurants. at a split-adjusted price of $5. The Company offered its stock to the public on November 21. Dr. a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group. Inc.

Coca-Cola Cherry. Such bottlers include Coca. The company has stated that it plans to remove E211 from its other products. CocaCola was bought out by businessman As a Griggs Candler. who hold territorially exclusive contracts with the company. including Sprite and Oasis. The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company.[5] 11 . lime or coffee. with others including Caffeine-Free Coca-Cola. the controversial additive used in Diet Coke and linked to DNA damage in yeast cells and hyperactivity in children. Georgia by John Pemberton.[3][4] He may have been inspired by the formidable success of Vin Mariani. the company is in the process of phasing out E211. Diet Coke Caffeine-Free. Coca-Cola Zero. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors. which is the largest single Coca-Cola bottler in North America and western Europe. The company produces concentrate. The bottlers. introduced other cola drinks under the Coke brand name. whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. distribute and merchandise CocaCola to retail stores and vending machines. as soon as a satisfactory alternative is found. Coca-Cola Vanilla. a European coca wine. In response to consumer insistence on a more natural product. originally as a coca called Pemberton's French Wine Coca. produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. a drugstore in Columbus. The bottlers then sell.a patent medicine when it was invented in the late 19th century by John Pemberton.[2] History This Coca-Cola advertisement from 1943 is still displayed in the small city of Minden. Louisiana. or sodium benzoate. The most common of these is Diet Coke. and special editions with lemon. on occasion. The Coca-Cola Company has. which is then sold to licensed Coca-Cola bottlers throughout the world.

Mayfield. neurasthenia. further obscuring its legal origins. after the company made minor changes in the sourcing of some ingredients. Candler sold his beverage under the names Yum Yum and Koke. headache. In 1935. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal.[11] The same year. Candler set out to establish a legal claim to Coca-Cola in late 1888.O.In 1886. but the other two manufacturers could continue to use the formula. at the Biedenharn Candy Company in 1891. in 1914.[15] In 1892 Candler incorporated a second company. The Coca-Cola Company (the current corporation). Its proprietor was Joseph A. Meanwhile. in the summer of 1888. After both failed to catch on. which were popular in the United States at the time due to the belief that carbonated water was good for the health. So.[16] Coca-Cola was sold in bottles for the first time on March 12. and in 1910 Candler had the earliest records of the company burned. Georgia.[6]The first sales were at Jacob's Pharmacy in Atlanta. 1886. A. in order to force his two competitors out of the business. when Atlanta and Fulton County passed prohibition legislation. and impotence.O. Mullahy and E. As a Candler was tentative about 12 .H.[17] Cans of Coke first appeared in 1955. By the time of its 50th anniversary.[7] It was initially sold as a patent medicine for five cents[8] a glass at soda fountains. Georgia. and subsequent analysis has indicated John Pemberton's signature was most likely a forgery as well. Pemberton's alcoholic[13] son Charley Pembertonbegan selling his own version of the product.[10] By 1888. on May 8. Mississippi. 1894. including morphine addiction. Murphy. three versions of Coca-Cola — sold by three separate businesses — were on the market’s acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola Company in 1888. The first outdoor wall advertisement was painted in the same year as well in Cartersville. Biedenharn. However.[9] Pemberton claimed Coca-Cola cured many diseases. it was certified kosher by Rabbi Tobias. dyspepsia. while suffering from an ongoing addiction to morphine. Margaret Dozier and Wool folk Walker. The original bottles were Biedenharn bottles. very different from the much later hobble-skirt design that is now so familiar.C. the drink had reached the status of a national icon in the USA. Pemberton responded by developing Coca-Cola. essentially a non-alcoholic version of French Wine Coca.[14] John Pemberton declared that the name "Coca-Cola" belonged to Charley. Blood worth. Candler purchased exclusive rights to the formula from John Pemberton. Dozier came forward to claim her signature on the bill of sale had been forged.[12]Pemberton sold the rights a second time to four more businessmen: J.[18] The first bottling of Coca-Cola occurred in Vicksburg. C.

[19] The loosely termed contract proved to be problematic for the company for decades to come. Whitehead. magnesium. proposed the idea and were so persuasive that Candler signed a contract giving them control of the procedure for only one dollar. attempted to change the formula of the drink with "New Coke". Coca-Cola Zero. was and is sold separately at pharmacies in small quantities. The company gave in to protests and returned to a variation of the old formula. 1985. 1985. 2005. Benjamin F. under the name Coca-Cola Classic on July 10. leading to a backlash. amid much publicity. niacin. B12. sweetened partly with a blend of aspartame and acesulfame potassium.[20] Coke concentrate.[21][22] On March 21. 2005.[23] In 2007. marketed as "Diet Coke Plus. Follow-up taste tests revealed that most consumers preferred the taste of New Coke to both Coke and Pepsi. the Coca-Cola Company announced that in the second quarter of 2005 they planned to launch a Diet Coke product sweetened with the artificial sucralose.[24] 13 . but in 1899 Chattanooga became the site of the first Coca-Cola bottling company. Tennessee. but two entrepreneurs from Chattanooga. but Coca-Cola management was unprepared for the public’s nostalgia for the old drink. Coca-Cola began to sell a new "healthy soda": Diet Coke with vitamins B6. Candler never collected his dollar. or Coke syrup. Coca-Cola. Thomas and Joseph B. Texas On April 23.bottling the drink. and zinc. 21st Century On February 7. Legal matters were not helped by the decision of the bottlers to subcontract to other companies. effectively becoming parent bottlers. as an over-the-counter remedy for nausea or mildly upset stomach. it announced another diet product. the same sweetener currently used in Pepsi One. it was revealed that Coca-Cola would resume operations in Iraq for the first time since the Arab League boycotted the company in 1968." On July 5. 2005. New Coke Main article: New Coke Coca-Cola sign in Colorado City.

in Canada.[26] In November 2009." The word "Classic" was truncated because "New Coke" was no longer in production. the name "Coca-Cola Classic" was changed back to "Coca-Cola.In April 2007.[27] MANAGEMENT: The hierarchy of Coca Cola Company is as follows. Coca-Cola stopped printing the word "Classic" on the labels of 16-ounce bottles sold in parts of the southeastern United States.[26] The change is part of a larger strategy to rejuvenate the product's image.[25] The formula remained unchanged. Chairman Board of governors Vice Chairman and chief operating officer Executive Vice Presidents Senior Vice Presidents Vice Presidents 14 . due to a dispute over wholesale prices of Coca-Cola products. In January 2009. eliminating the need to differentiate between the two. Costco stopped restocking its shelves with Coke and Diet Coke.

This company not only deals in the carbonated drinks but also other drinks. Major brands of coca cola • • • • • Coke Sprite Fanta Diet coke Coke classic 15 .PRODUCTS: There are different brands of the Coca Cola Company. While launching its product. the marketing team considers the culture of the country. which are currently in use through out the world.

The company has also responded to consumers' changing fashion styles with new bottles. Hi-C. In key markets. The company launched 27 products in 2001. Increasingly. and festival packaging helped drive a 6 percent volume increase for Coca-Cola. grew by 13 percent in 2002. With brands such as Minute Maid. The results speak for themselves: it’s global sports drinks. The average Mexican household drinks two-and-a-half liters or more of soft drinks during that break. Kapo in Latin America and Bibo in Africa. Mexican families have lunch together at home. a total beverage dispensing system that is more flexible and more reliable. In the United States. The result—diet Coke with lemon—contributed to volume growth of 4 percent for the number-one diet. recognizing that consumers often enjoy their diet Coke with a slice of lemon. In the United States. Through an intense focus on Coca-Cola. Two years of research resulted in a dispensing system that provides exceptional beverage quality. investing in new products. The packaging innovations do not just involve resizing. nearly double the growth rate of the worldwide sports-drink category. So the company introduced a convenient 2-½ liter bottle to select regions.Among the soft drinks Fanta and Sprite become successful along with the major brand Coca Cola and Diet Coke. The commitment of the company to packaging innovation also resulted in new initiatives for our fountain business. This larger bottle will complete its nationwide rollout in 2002. sales of CocaCola increased by 6 percent. innovation and new beverages. while a twoliter bottle was the largest available package. positioning and marketing. contributing to the sale of nearly 1. Simply Orange and Disney juices and juice drinks in the United States. easy to upgrade technology. packaging. the company "bottled" the concept.5 billion unit cases of CocaCola in Mexico this year. the company has created new packaging sizes to satisfy consumer demands. Germany and Spain. In China. a channel through which many consumers enjoy Coca-Cola. the company introduced Powerade in nearly every major Western European market. led by Powerade and Aquarius. brand and graphic customization and improved reliabilit 16 . The company increased its two largest bottle sizes during the 2001 holidays. including Great Britain. In China. Soft drink in North America: diet Coke. the company re-launched its global sports-drink business. as well as in Mexico and Latin America. Coca-Cola is an integral part of holiday celebrations and the family get-togethers that accompany such events. it has achieved volume growth of 10 percent in 2001. the company developed Fountain. Qoo in Asia. This year. Revitalized in the United States.

1990-2002 The advertisement of the Pepsi changes to. with revenues of about $27 billion and over 143. Bradham’s advertising praises his drink as “Exhilarating. aids digestion”. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. They have eleven bottlers covering whole Pakistan. The new name. Pepsin and Kola Nuts. they only entered beverage industry. Each shift is of eight hours.000 cases per day. Uh-Huh!”.would entertain the listener with the latest musical selections rendered by violin or piano or both. This plant was established at Lahore in 1974. Gatorade/Tropicana North America and PepsiCo Beverages International. “You got the right one baby. The plant operating here is Riaz Bottlers (Pvt) LTD. invigorating. In 1992 PepsiCola formed a partnership with Thomas J. is derived from the two of the principle ingredients. PepsiCo brands are available in nearly 200 countries and territories. manufacturer and marketer of ready-to-eat cereals and other food products. “Pepsi Cola”. Pepsi-Cola Company's soft drink operations include the business of Seven-Up International. PepsiCola beverages are available in more than 190 countries and territories. the beverage businesses of PepsiCola North America. they selected Lahore to make their regional office. including Gatorade. In Asia. As in Pakistan.000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International.MAJOR COMPETITOR PEPSI INTERNATIONAL HISTORY PepsiCo is a world leader in convenient foods and beverages. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company. the popularity of Pepsi increase. Outside the United States. They have four filling lines in the plant operating on the three shift bases. 17 . but the corporation is relatively young. Many of PepsiCo's brand names are over 100-years-old. and Quaker Foods North America. The total capacity of the plant is 30. This regional office is monitoring all the operations carried out in South West Asia. in 2001. Lipton Co.With the extensive usage of the stars in the adds. It was first used on the August 28. They have permanent work force of 750 people and they employee approximately 1000 people more on temporary basis during summer season. At that time. Today Lipton is the biggest selling ready-to-drink tea brand in the United States. This was done in 1970.

Pepsi’s Products • • • • • • • • Pepsi Teem Mirinda Pepsi Max Pepsi Lemon Pepsi Blue Mountain Dew 7up 18 .

The Coca-Cola System in Pakistan serves 70. Sialkot. four of which are majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL).S.) 49 years of refreshment in Pakistan Coca-Cola introduced in Pakistan 1953 Fanta introduced in Pakistan Sprite was introduced Diet Coke & Fanta Lemon 1965 1972 2001 19 . are in Rawalpindi and Peshawar.COCA COLA PAKISTAN The Coca-Cola Company began operating in Pakistan in 1953.000 customers/retail outlets. Coca-Cola. The Coca-Cola System in Pakistan employs 1. independently owned. The Coca-Cola System in Pakistan has invested over $130 million (U. During the last two years.800 people. Fanta and Sprite are the brands in Pakistan. Multan and Lahore. The remaining two plants. The Coca-Cola System in Pakistan operates through eight bottlers. Gujranwala. Hyderabad. The CCBPL plants are in Karachi. Faisalabad. Rahimyar Khan.

20 . joy and fun to our stakeholders. So. So. solid and timeless. Here we are discussing three major factors which effects coke. FACTORS EFFECTING SALES There are so many factors. Because which every passing year budgets are becoming very strict and tight in order to purchase things. They spend heavily on rents. their basic segments are those people who take this drink regularly.PROMISE OF COKE The basic proposition of our business is simple.So the decreasing per capita income effects badly in selling and production of this soft drink. then we successfully nurture and protect our brands. and education and basic necessities and after that when they get extra money they think about this soft drink . value. utilities. the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market. MAJOR SEGMENTS Major segments are basically those people who take this drink daily and those areas where the demands is higher then the other areas. This is major factor that affects the sale of this soft drink. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. So the disposable incomes of the people are coming down. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. • • • Per capita income Competitors Weather Per Capita Income First we will discuss about “ Per capita income”. which affects the sale of coke. TARGET MARKET Coke’s commercials basically based on young generations. particularly Coca-Cola. When we bring refreshment.

21 . MAJOR CUSTOMERS NEED First of all the majority don’t care that what they are going to have.And to get through with this difficulty there is need to increase the level of per capita income of Pakistan because it is much lesser than the rest of the countries. coffee. which they want to be purchase. if not then they immediately change or repair it. They don’t actually differentiate between these two brands in order to their tastes. For this reason Coca-Cola have provided their coolers and freezers in the market. they don’t care before drinking that whether it is “Pepsi” or “coke”. Weather Weather is the third major factor in effecting the Coke’s selling. Their salesman and mechanics regularly visit all the shops where coke has its infrastructure to check that either it is in proper condition or not. They provide this infrastructure free of cost just to provide child coke to their customer. Competitors Coke’s major competitor is “PEPSI” and there is no hesitation to say this because every one knows that and all the other cold drinks and water. In other words. They believe on “WHAT COLD THEY SOLD” Consumer’s availability in brands is basically works like: Push availability Pull consumer’s demand. Consumers basically drink what they get. tea are the competitors. This is underdeveloped market so the coke’s consumption in summers is 60% and in winters is 40%. They have maximum number of coolers and freezers in the market.

MAJOR COMPETITORS Consumers firstly decide that they are going to have a soft drink. There are three major ways of making money • • • Over night profit Windfall profit Ethical and un-ethical ways 22 . Like they compete Coke with Pepsi and Sprite with 7up and team . In short it all depends on customer’s perception. STRATEGIES OF QUALITY After Micro and macro analysis Brand “coke” is primarily role 1. When people watch cricket 3. Because when the price go higher people go for the substitute of “coke” i. These are the “key consumption”. When price goes certain beyond the exact price whether come down or go higher its effects the consumption of soft drink. Through commercialization 4. And when price goes down they think that there is must be some thing wrong in it. Enhance competition moments 2.So the major competitor of Coke is Pepsi. Price is the major threat. But Coca Cola thinks in a different way. Fun time Though these strategies there could be better understanding and better connection with the public. TARGETS THAT WOULD LIKE TO ATTAIN Every organization runs on the bases of profit maximization so Coke is also looking for a high profit margin.e. Then they compete brands with each other. and all juices. new coming AMRAT Cola. When they motivate to any other brand or on Coke it’s in instinct basically that based on messages derive certain feelings. THREATS FROM COMPETITORS Threats are well planned. even they take water and tea as their competitors. Pepsi. they believe that RC Cola.

They believe on this quote “ Every thing is fare in love and war”. Brand Differentiation Now different companies have got different brand names. people can distinguish between brands. 23 . which is the most popular after the word “ok”. This could be got my increasing sales volume Windfall Profit Can be windfall profit. • • • Consumer has choice Attractive brand name Brand differentiating Consumer Has Got Choice Now the consumer has got choice. Some profits stays for some time like “over night profits” and some just come and go like “wind fall profits”. because Coke is the name. And they can also get profit through different approaches. So. They are the extras profit. Because now they know the name of another big brand. When the consumption the consumption is on boom. though coke is the 2nd best name but it can get a better position after some time Attractive Brand Name Now the consumers know the Name of Coke. So people can better differentiate brands with each other. So.Over Night Profits They could be over night profit that is for the number 1 brand for the year. there is different kind of profits. EXPANDING TARGET MARKET In last 2 years Coke has come back in aggressive manner. Ethical And Unethical Ways Profit can also get through ethical and unethical ways. Two major brands “coke” and “Pepsi” also have brand names.

We have to spend on distributions. THREATS AND OPPORTUNITIES FOR PRICE Opportunities If Coke is considered a luxury product. After paying all these expenses Coke’s margin squeezed and consumers have to pay for increasing tariffs.In making Budget After paying all these taxes coke has to pay electricity charges. Because they believe in the togetherness. Threats There are much more threats in increasing prices. If Coke increase the price lets say 1 rupee. In contrast to Coke they believe on individual struggle. Coke will lose the margin of its profit and can face loss. These are the opportunities through which we can increase the price and can get profits. They use the temperament of “ME”. Then there is the tax rate system 15% .Coca Cola’s Brand Coca cola is “US” brand.excise duty 27% . Then people definitely won’t go for coke. Coca Cola strongly believes that Pakistani temperament is “US” not “ME” Pepsi’s Brand Pepsi’s brand is basically is basically “ME” branded. Because same problem of substitute. So these are the threats in increasing prices. 24 .sales tax 20% . being people together and friends are being together. They have the best substitute of Coke that is Pepsi.goes to government 03% .

25 . offering different interesting things to attract people towards this product. Coke offers different attractive things in their festival and through this Coke gained high profit and consumption of coke increased on these occasions. this is one of the product of coke.E.STRATEGIES OF GETTING GOALS I. And this year in this year 2002 people were anxiously waiting that what interesting thing coke is going to offer. • • • Volume can be increased Interest level of consumers To take part in energetic festivals How to increase the volume of consumers? Coke can increase the volume by expanding the industry of coke. “HIGH PROFITS” To increase the price is the least thing. There are so many ways through which Coke can increase the profits. which Coke can adopt. For example Coke is increasing the number of flavors in “Fanta”. How to take part in energetic festivals? Coke is already taking part in the festival like “Basant” since last 3 years. Through advertisements. How to increase the interest level of consumers? Coke is increasing the interest level of consumers by offering different flavors. Some major ways are as follows. Through offering different flavors Coke can increase the Level of consumers and through this profits can be gained.

which are the key accounts of the company as this has been never done before in Pakistan. The Coca-Cola Company declared the new “NonReturnable” bottles of Sprite & Fanta as the “New. for the first time in almost 3 years. 26 . the company has successfully launched its first new product. the consumers in Pakistan witnessed a soft launch in essence. diet coke. Diet Coke After the acquisition of the individual local franchise bottling facilities in 1996. Fanta & Sprite are sure to enjoy considerable success in Pakistan. but the major hit was thematic fashion shows in restaurants.Fanta & Sprite Launched In November 2000moving on to the Sprite & Fanta brands. The was linked with three fashion shows as Diet Coke is related to fashion & fitness. On the Go Packs” flaunting the innovative packaging convenience.

And the second thing in political variables which effects Coke is “elections & military take over” Because in the days of elections and marshal law’s condition the countries production in any field is declined. they don’t leave any good or bad impact in the Industry of coke. So “political conditions” are over all leave neutral effects on coke’s industry. Revolution at Coke Strongly Effected ++ Some what Effected + No Effect +− NE Some what Effected − Strongly Effected −− YES NE NE YES Conclusion Of Political Analysis: As far as the above table is concerned it could be seen that there are very little chances of “political variables” to effect the coke’s production and selling behavior. they are: POLITICAL VARIABLES Political variables Effects of government regulations & deregulations Effect of environmental protection laws if any Import and export regulations Effect of political conditions in certain countries of Coke Any effect of election. which we will discuss in our report. So it impact good for the Coke’s reputation. So it affects slightly the revolution of Coke.PEST ANALYSIS OF COCA-COLA There are four variables. In the “political variables” most of the things are related to Governmental activities. So. And there are some exceptional things like: “environmental protection laws” they some what effect the industry of Coke. 27 . From last two years Government is going to be really very much conscious about the environment. But after making the adjustments in plants and applying the proper way of wastage the chances of being affected by the “protection laws” are going to be diminished. military take over.

During the last 2 years. If the economic conditions of the country is not that strong and Coke increases its Price in this situation.800 people. And inflation is also not a good position for any country’s production point of view. Coke is not the out of question. And as a country concerned like “Pakistan” where the unemployment rate is very much high. When we draw the conclusion of “economic variables”.S). the Coca-Cola system in Pakistan has involved over $130 million (U. 28 . Then we come to know that if economic variables are in the favorable position of country then they impact good other wise the impact highly bad. So.ECONOMICAL VARIABLES Economical Variables Do soaring interest rates make business task any harder Any effect due to inflation Anything done to reduce unemployment Any effect of 11th September 2001. incident at Coke in Pakistan Strongly Effected ++ Some what Effected + No Effect + − Some what Effected − Strongly Effected −− YES YES YES NE Conclusion Of Economical Analysis It could be seen that “economical variables” highly affects the Coke’s resolution. The Coca-Cola system in Pakistan employs 1. Economic factors are those actors who effect the production of any industry. It also impacts highly negative in the Coke’s production. Then it would impact highly negative.

We are always innovating to bring you different delicious beverages. The Coca-Cola Company is committed to helping people make their dreams come true. Knowledgehungry students books. and environment Management initiatives. We’re committed to preserving our environment.S) a year in recycling content and suppliers. waste environment education. ENVIRONMENT A large part or our relationship with the world around us is our relationship with the physical world. we must use our significant resources and capabilities to provide active leadership on environmental issues. From youth in Brazil to first generation scholars. Here’s a sample of what we’re doing in different communities around the world regarding the conservation of water and natural resources.SOCIAL VARIABLES Social variables Effects of advertisement of Coke on Public popularity How will do Coke’s contribution affect charity organizations of Pakistan Has rising consciousness of natural resources in people effected your “save environment activities. educational programs in local communities are our priority. 29 . All over the world. This same spirit of innovation comes alive in our environment programs. supplies. we are involved in innovative programs that give hard-working. We want the world we share to be clean and beautiful. climate changes. places to study and scholarships. While we have always sought to be sensitive to the environment. Strongly Effected ++ YES YES YES Some what Effected + No Effect + − Some what Effected − Strongly Effected −− CONCLUSION OF SOCIAL ANALYSIS EDUCATION The Coca-Cola Company has always believed that education is a powerful force in improving the quality of life and creating opportunity for people and their families around the world. from use of more than $ 2 billion (U. particularly those relevant to our business. down to very local neighborhood collection and beautification efforts.

This approach of government decreases the profit margin of Coke. The Coca-Cola system initiated a famine-relief program to help victims and was the first private-sector company to assist. COMMUNITY INVOLVEMENT: In 2000. because computers are the basic need of any person now a days. Ever year when budget in announced government taxes rates always shoot up. when eastern Pakistan suffered its worst droughts. It will resulted in increment of their production through out the country. 30 . And it is giving the way of other industries to come to new technologies and into a new world of business. TECHNOLOGICAL VARIABLES Technological variables Have business innovations effectively promoted your business Has the government’s regulations ever hindered in importing technical equipment Does Coke help in promoting paperless environment Strongly Effected ++ YES Some what Effected + No Effect + − Some what Effected − Strongly Effected −− YES YES Conclusion Of Technological Analysis Of course business innovation leaves highly good impacts in the business of Coke. And though it’s a big industry so it is promoting the trend of paperless environment. Four of which are majority-owned by Coca-Cola Beverages Pakistan Limited (CCBPL). selected through a draw. As the coke helping in promoting “paperless environment” . Through computers coke can increase the efficiency of its business and can have up –to-date data about their productions. As far as the “governmental hindrances” are concerned the impacts highly bad on coke’s production. The Coca-Cola system in Pakistan initiated a voluntary Hajj program that allows one employee from each plant. to be sent on the Holy Pilgrimage to Mecca at the Company’s impacts good.The Coca-Cola system in Pakistan operates through eight bottlers. As coke use more advance technology in its production process.

Pakistani rock stars. SWOT Analysis of coca-cola Strengths Internal -Popularity -well known -branding obvious and easily recognized -A lot of finance -customer loyalty -International Trade Weaknesses -Word of mouth -lack of popularity of many Coca Cola’s brands -Most unknown and rarely seen -result of low profile or non-existent advertising -health issues Threats External -changing health-consciousness attitude -legal issues -Health ministers Opportunities -many successful brands to pursue -advertise its less popular products -buy out competition. Coca-Cola is a close competitor of Pepsi and it certainly gives its rival a tough time. Coca-Cola is no doubt one of the most popular beverage company and its product COKE is one of most consumed cola drink. Its entertaining and colorful advertisements have always and will always rock the media. sportmen and actors have played a very vital role in making CocaCola such a popular beverage. CocaCola is a 27% shareholder in the Pakistan market and they don’t want to stop here!! Its target market is to achieve a much higher %age. we came up with the very interesting report of facts and figures. -More Brand recognition 31 . Coca-Cola has always had a close consumer and supplier relationship with its customers. Coca-Cola has about 2000 employees at Pakistani plants. promotions and recreational campaign. They spend billion of dollars on their advertisement. Lahore plant of Coca-Cola is one of the beautiful plant in Asia. Situated on Raiwand Road.OVER ALL RESULTS OF PEST ANANYSIS After our studies and analysis of CCBPL (Coca-Cola Beverages Private Limited).

Another weakness that has been greatly publicized is the health issues that surround some of their products. Coca Cola is known very well worldwide. Many drinks that they produce are extremely popular such as Coke and Sprite but this company has approximately 400 different drink types. logos and promos shown on t-shirts. With today’s constant shift to health products. It seems that some people would drink coke religiously like some people would drink water and milk. Many people/families are extremely loyal to Coca Cola. not only because of its taste. Like all businesses. This is a weakness that needs to be looked at when analyzing their company. If two parents were avid Coca Cola drinkers. based solely on rebelling from the world's idea that coke is something of such great power. The money they are earning is substantially better than most beverage companies. Word of mouth is probably a strength and weakness of every company. While many people have good things to say. Another strength that is very important to Coca Cola is customer loyalty. Money is another thing that is strength of the company. Word of mouth unfortunately is something that is very hard to control. this will be passed down do their children as they grow loyal to the company. Overwhelming is the best word to describe Coca Cola's popularity. but because it is widely accepted and they feel like they are part of something so big and unifying. It is scary to think that its popularity has been constantly growing over the years and the possibility that there is still room to grow.-competition (Pepsi) Strengths.Coca Cola is an extremely recognizable company. customers will continue to buy what they know and what they like…Coca Cola products. with limited weaknesses. If bad comments and views are put out to people who have yet to try Coca Cola products. With Coca Cola’s ability to sell their product all over the world. they have had their ups and downs financially. If you speak the words “Coca Cola”. certain individuals choose not to drink coke. Some people buy coke. and the products in which they produce. While people will have their opinions. but they have done well in this compartment and will continue to do well and improve. there are many individuals who are against Coca Cola as a company. Customers will continually purchase these products. and collectible memorabilia. Popularity is one of its superior strengths that is virtually incomparable. but are rather a result of low profile or non existent advertising. they put back into their own company so that they can improve. no beverage company compares to Coca Cola's social popularity status. it would definitely be recognized all around the world. and with that money. and will probably do so for a very long time. you have to try to sway their negative views.Coca Cola is a very successful company. This is an improbable feat. These drinks do not probably taste bad. Coca Cola deals with massive amounts of money all year. It is known that a popular product like coke is not very beneficial to your body and your health. Weaknesses. some 32 . It's branding is obvious and easily recognized. Another aspect that could be viewed as a weakness is the lack of popularity of many of Coca Cola’s drinks. The 80/20 rule comes into effect in this situation. then that could produce a lost customer which shows why word of mouth is a weakness. Things like. hats. Eighty percent of their profit comes from 20% of their loyal customers. However they do have a variety of weaknesses that need to be addressed if they want to rise to the next level. At the other end of the spectrum. Most are unknown and rarely seen for available purchase. It would not be rare to constantly find bottles and cases of a product such as coke in a house. Without a doubt.

Despite the fact that Coca Cola dominates its market. Coca Cola’s main competition being Pepsi. These other beverage options could take precedent in some people’s minds over Coca Cola’s beverages and this could threaten the potential success it presents again. people are constantly trying to change their eating and drinking habits. Another opportunity that we have seen being put to use before is the ability for Coca Cola to buy out their competition. This opportunity rarely presents itself in the world of business. Coca Cola has an opportunity to continue to widen the gap between them and their competitors. Other product such as juices. An easy way to turn their profit into your profit is too buy out their company. Health minister could also be looked at as a threat.products could possibly loose customers. It has many successful brands that it should continue to exploit and pursue. sells a very similar drink. However. Even though this may cost a vast amount of money initially. Another possible issue is the legal side of things. and would be a supreme accomplishment. and milk are threats. coffee. Also. This could be very beneficial to the company if they could start selling these other products to the same extent that they do with their main products. Opportunities. With a large income it has the available money to put some of these other beverages on the market. Even though Coca Cola and Pepsi control nearly 40% of the entire beverage market. 33 . the changing health-consciousness attitude of the market could have a serious effect on Coca Cola. some people may try to exploit the unhealthy side of Coca Cola’s products and could threaten the status and success of sales. Other threats are of course the competition. Coca Cola has to be careful with lawsuits. Again. such a task is not impossible. There are always issues with a company of such supreme wealth and popularity. Coca Cola also has the opportunity to advertise its less popular products. This could directly affect the sale of Coca Cola’s products. In today’s world. Coca Cola needs to be careful that Pepsi does not grow to be a more successful drink. Somebody is always trying to find fault with the best and take them down. with Coca Cola’s power and success. Now Coca Cola wants to get there brand name known even better and possibly get closer and closer to 100%. Coca Cola is known well throughout 90% of the world population today. This definitely needs to be viewed as a dominant threat. the company will no longer need to worry about this product being part of the competition. Coca Cola has bought out a countless number of drink brands.Coca Cola has a few opportunities in its business. it results in a large profit. It is an opportunity that most companies will ever dream of. if all goes to plan. it still has to deal with many threats. in the long run. This new focus on weight and health could be a problem for the product that are labeled detrimental to you health. Brand recognition is the significant factor affecting Cokes competitive position. Threats.

Coca-Cola is one of the leaders in sponsoring the most important. thrilling events.g. Cricket matches.CONCLUSION: Coca-Cola no doubt come the heart beat of Pakistanis. E. Event at the present they are organizing a Basant festival for which they busily organizing stuff. concerts and many other social occasions. So… “ Jo chaho ho jaye cocacola enjoy ” 34 .

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