1

Date: 15 January 2021

Name:
FAIZA KANWAL
3527
MBA 7 th semester
SUBMITTED TO:
SIR KAMRAN SAEED
 2

Sr. No Table of contents Pg. No.

1 Executive summary 3-4

2 Company introduction 5-6

3 Product profiling 7-10

4 SWOT analysis 11

5 PESTEL 12
 3

6 13

Porter’s differentiation

7 EFAS 14

8 IFAS 14

9 Industry Profile 15-16

10 TOWS analysis 17

11 Conclusion 18
 4

12 Recommendations 18

Executive summary:

The Coca-Cola Company has been operating in Pakistan for over 67 years under
the license of The Coca-Cola Export Corporation, Pakistan Branch which is
headquartered in Lahore. The Coca Cola Company is simply everywhere you
look. From the water that you need to survive to the soft drink that you sip on to
relax, anywhere you go in the world, everyone knows of Coca Cola. A company
doesn’t become a world-wide inspiration without a mission or a vision that is
lasting and pure. Coca Cola has a mission to refresh the world, inspire moments
of optimism and happiness, and set out to create value and make a difference in
the world. Without a vision, Coca-Cola could never start out on its mission.
Coca Cola’s vision relies on the six P’s: people, portfolio, partners, planet,
profit, and productivity to set an illuminating path to make sure their mission is
always in sight Coca cola came in Pakistan in 1953. Their portfolio in Pakistan
is Coke, Coke-zero, Coke-diet, Sprite, Roar-energy drinks, Fanta, Pulpy Kinley
and Dasani. Coke operates in Pakistan with 6 plants which are established in
major cities.
If we see the product profile of the coca cola we will see a wide variety of
carbonated drinks as well as different bottle sizes. It has normal Coke, diet
coke, coke zero, Sprite, sprite zero, Fanta orange, Fanta apple, Roar energy
drinks, Pulpy juices and mineral water bottle brands which are Kinley and
Dasani. Most of these are available in the sizes of 250ml, 500ml, 1.5ltr, 2.5ltr.
Also these are available in pet packs of 12 and 6.
Coca cola has its strength in its best taste and loyal customers. Weakness of
coca cola is its aggressive rivalry with Pepsi because to counter Pepsi it has to
drain its money which otherwise can be used for other purposes. Also the
increasing health concerns are blowing the winds against Coca cola. If we talk
about the opportunities which coke has then we can say that it should introduce
new products and diversify its segments like Pepsi. Threats to its existence are
 5

its direct and indirect competitors, plastic pollution and water usage
controversy.
PESTEL analysis of Coca cola has also included in this report. Few of the
important points of PESTEL are: P; Corona SOPS, Punjab food authority, E;
High inflation, S; Increased hangout trends, T; Communication through social
media, E; Plastic pollution, L; Consumer protection laws.
The competitive strategy used by Coca Cola is cost leadership. For EIFAS
tables please see the page number: 14.
Industry profile shows the major players of carbonated beverages industry in
Pakistan. Pepsi, Gourmet cola, cola next, Pakola are the rivals of Coke.
 6

For conclusion we recommend coca cola to expand into snacks market. Pepsi is
already producing snack like Lays and Kurkure.
 7

Company introduction

Coca cola is the most popular soft drink in every restaurant, shop, stores etc. It
is available in over 200 countries. Coca cola works in Pakistan under the
Turkish bottler company Coca-Cola İçecek. Coca cola was established in
Pakistan on 1953. It has been established in Pakistan for more than 67 years. It
is a beverage company. Along with beverages it also produces packaged water.
It produces all the products within Pakistan which creates employments for
Pakistanis. Currently operating with 6 plants and 4550 employees in the major
cities of Pakistan. Lahore, Gujranwala, Faisalabad, Multan, Rahim yar khan and
Karachi. It has 13 warehouses spread across Pakistan serving millions of
customers.
Coca cola is operating in Pakistan with following brands:
Coke, Fanta, Sprite, Kinley, Dasani, Pulpy and Roar.
Current CEO of Coke Pakistan is Assad Nawaz.
Coca cola targets the people of all ages and genders. Major importance of coke
is on teenagers. People who are taste and quality conscious drink coca cola.
People with diabetes take coke zero which contains zero sugar and zero
calories.
Coke organizes many festivals and concerts across Pakistan. Coca cola has the
biggest music platform called COKE STUDIO. Currently it is on season 13. It’s
 8

the best way to promote its brand. Also coke is very innovative with its
marketing strategy. We see its ads from TV to bus stops and even on the buses.
Its competitors in Pakistan are Pepsi; the most prominent competitor, Pakola,
Gourmet Cola, cola next, Juice companies, and others like tea and coffee
companies etc.
Below are the coca cola’s mission, vision statements and their core values.

Our Mission:
 To refresh the world
 To inspire moments of optimism and happiness
 To create value and make a difference.

Our Vision:
 People: Best place to work where people are stimulated to be the best
they can be.
 Portfolio: Best portfolio of beverages that satisfies the people.
 9

 Partners: Encourage a winning network of customers and suppliers,

and supportpeople.
 Profit : Maximize return to shareowners while beingwatchful of our
overall duties.
 Productivity : An organiz ation which is best at its work.
Our Values:
 Leadership : C ourage to shape a better future
 Collaboration :
 Integrity : Be genuine
 Accountability
 Passion: Dedicated
 Diversity : As broad as our brands
 Quality : Give our best quality

together we create mutual, lasting value.

 Planet: Be an accountable citizen that makes a change by helping build
 10

Product profiling
250ml Coke RS 25

250ml can Coke RS 50

1.5ltr Coke RS 90
 11

RS 125

2.5ltr Coke

500ml coke RS 45

250ml Diet Coke RS 25

250ml Diet Coke RS 50

 12

500ml Diet Coke RS 45

1.5ltr Diet Coke RS 90

250ml Coke Zero RS 45

500ml Coke Zero RS 45

1.5ltr Coke Zero RS 90

 13

RS 25

25ml Fanta
 14

250ml Fanta Apple RS 50

250ml Fanta RS 50

500ml Fanta Apple RS 45

500ml Fanta RS 45

1.5ltr Fanta RS 90

Pulpy Mango RS 70
350ml

Rani Pulpy Orange RS 70

350ml

250ml Sprite RS 25

250ml can Sprite RS 50

500ml Sprite RS 45
 15

RS 90

1.5ltr Sprite

250ml Sprite Zero RS 25

250ml can Sprite RS 50

Zero

500ml Sprite Zero RS 45

 16

1.5ltr Sprite Zero RS 90

500ml Kinley RS 30

1.5ltr Kinley RS 50

500ml Roar RS 40

500ml Dasani RS 30

1.5ltr Dasani RS 55
 17

SWOT Analysis of Coca-Cola

Coca -Cola Strengths: Coca -Cola Weaknesses:

1. Best Taste 1. Aggressive rivalry with Pepsi
2. Loyal Customers 2. Product diversification
3. Dominant Market Share 3. Health concerns/ healthy drinks
4. Distribution Network

Coca -Cola Opportunities: Coca -Cola Threats :

1. Introduce new products and diversify 1. Water usage controversy
its segments 2. Packaging controversy
2. Bring advanced supply chain system 3. Direct and indirect competition
3. Packaged drinking water
 18

PESTEL ANALYSIS OF COCA COLA

Political:
• Corona sops
• Punjab food authority

Labor, accounting and marketing laws

Economics:

 Economic growth: Pakistan is one of the poorest and least developed countries
in Asia
 High inflation
 Understands consumer taste and preference
 Most of its revenue comes from selling beverages
Social:

 Increased use of social media

 Increasing Health consciousness
 Cock studio
 Increased hangout trends
Technological:

 Best delivery network

 Improving R & D
 Access to new technology before competitors
 Communication through social media
Environmental:

 COVID
 High water usage
 Plastic pollution
Legal:



• Tax policy

 19

Health and safety laws

Employment laws
• Consumer protection laws

Porter’s Strategy

Cost Leadership
 20

The competitive strategy used by Coca Cola is cost leadership. This is a strategy used by
successful brands that are leading in the world. Cost leadership isa very good strategy that
helps brands rapidly increase market share and gain reputation. Everyone wants to spend less
on any product. Mainly, the middle class loves low prices which forms a very large part of
Coca Cola’s consumer base. Coca Cola has reta ined the prices of its goods low. These are
reasonable products and available easily in every place of the world. Coca Cola has
guaranteed both affordability andavailability which has led to both higher sales and
reputation. This has showed to be a cause of sustainable competitive advantage for Coca
Cola.
Coca Cola applies discounts and promotions to rise sales. It is generally for the affordability
of its products however, the sales of its productsremains high. We can see that the benefits of
cost leadership can be seen clearly.
 21

EFAS
 22

Industry profile of coca cola

Major competitors in the industry:
Pepsi:
Major competitor of the coke and a direct threat is Pepsi. Pepsi came to Pakistan in 1979
while Coca cola came in 1953 but still Pepsi gives coke an intense competition. It is
operating with following portfolio in Pakistan: Pepsi cola, lays, Kurkure, Aquafina, Sting,
slice, Dew, Marinda, Cheetos and Quakers. Pepsi has competitive advantage over coca cola
by having snacks like Kurkure and Lays. Coke has no snacks in Pakistan. So Pepsi excels
where coca cola lacks.

Gourmet cola:
Gourmet was established on 1987 and now it has 100+ branches in Punjab. Gourmet has its
beverage brand named GOURMET COLA. Gourmet cola has wide range of beverages with
low cost as compared to Pepsi and Coke. Although it has lower prices but it compromises
with its taste and quality. Target market is lower to middle class. Gourmet cola is a direct
competitor to Coca cola and has taken a good chunk of market shares in Punjab region.
Murree brewery:
Murree brewery has been in subcontinent since 1860s. It is now operating in Pakistan with
the following brands: Big apple, Malts, Murree sparkled water, TOPS juices. It has been
declared one of the fastest growing company of Pakistan. Although this company is famous
for its alcoholic beverages like malts, beers etc. but in Pakistan it produces alcohol free
drinks. The brewery has two manufacturing units located in Rawalpindi, Punjab and Hatter,
Khyber Pakhtunkhwa. Although this company is famous for its alcoholic beverages like
malts, beers etc. but in Pakistan it produces alcohol free drinks.

Pakola:
PAKOLA is a Pakistani corporation, manufacturer and retailer of carbonated beverages,
syrups and juices. The company is best known for its flagship product Pakola which was
launched on 14th August 1950. It has very limited operation area. It has only one plant in
Sahiwal and head office in Karachi. It affects coca cola to the very small extent.

Cola Next:
Cola next is a brand of Meezan beverages private limited. They launched this brand started
production in the record time of one year in 2016. This is the latest beverage manufacturing
company in Pakistan. It has an impressive portfolio which includes carbonated drinks, juices
and mineral water. This is a fastest growing brand and has state of the art technology.

Others:
 23

In beverage industry we have few indirect competitors like juices and tea companies like
Shezan. Shezan doesn’t need an introduction as it is a famous company which is excellent in
producing natural juices. Its portfolio has a wide variety of healthy juices. Further we have
Fruita Vitals and famous tea and coffee brands like Lipton, Tapal, and Nescafe etc.

TOWS
 24

Threats: Opportunity:
1. Water usage controversy 1. Introduce new
2. Packaging controversy products
3. Direct and indirect and diversify its
competition segments
2. Bring advanced supply
chain system
3. Healthy drinks
Weakness: 1) Coke must diversify its
1. Aggressive products and segments like its
competition with competitor Pepsi
Pepsi 2) Coca cola should
introduce healthy drinks
2. Product
because health concerns among
diversification
people are rapidly increasing
3. Health concerns 1) Unfortunately it is necessary for
coke to move out to the places with
excessive water supply because water
shortage is getting serious issue which
can result in its plant getting shut
down.
2) Coke must change their plastic
packaging to more eco-friendly
packaging to reduce the pollution
 25

Strengths: 1) Coke is most dominant 1) Diversify its product

1. Strong brand company in the market it should use
its resources to ditch plastic bottles
identity
and bring ecofriendly bottles.
2. Dominant Market 2) Focus on any flaws in
Share
distribution system that can be
3. Distribution system
exploited by other competitors.
types using strong brand
identity as an advantage.
2) Coke got the best
distribution system than its
competitors. Using this system
coke should bring healthy drinks
into the market.

Recommendations and Conclusion

I will conclude with following recommendations:

 26

Expand into snacks market:

 Most rivals like Pepsi are already producing snack like Lays and
Kurkure
Reduce transportation costs by using electrical trucks/vehicles
Expand flavored water and mineral water segments:

 Bottled water is a fastest growing product.

Focus on healthy drinks:

 Carbonated drinks may decline rapidly in future

 People are becoming health conscious.
Because of high water usage, soon there will be voices in Pakistan about water
shortage which can affect Coca C ola.