BBA-26th Batch Uttara University

Md. Aliful Islam

BBA -26th
Batch
Uttara
University
 Md. Rajib Ahamed

BBA -26th
Batch
Uttara
University
 Md. Koushik Ahamed
BBA- 26th
Batch
 More than 120 years ago Coca Cola
was established.

 Dr John Smith Pemberton who was a

pharmacist from Georgia, Atlanta and
Invent the original drink coca cola in
may 1986.

 Frank Robinson who was partner to

Dr John Smith Pemberton & He also
attributed Coca Cola trade mark logo .
 After 19 88,When Dr John Smith Pemberton sold his
shares the company experienced success in the US
markets .

 Currently , Coca Cola owns more than 3300 in

more than 200 countries which consist of
carbonated drinks, light and diet beverages
etc.
 . As far as the soft drinks markets are
concerned, Coca Cola and PepsiCo are the
main players.
Coca Cola Is the 3rd position in
the world (Best Global Brand
2013)
 Our Roadmap starts with our mission,
which is enduring. It declares our purpose
as a company and serves as the standard
against which we weigh our actions and
decisions.

 To refresh the world...

 To inspire moments of optimism and
happiness...
 To create value and make a difference.
 Our vision serves as the framework for our
Roadmap and guides are,
 People: Be a great place to work where people
are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of
quality beverage brands that anticipate and
satisfy people's desires and needs.
 Partners: Nurture a winning network of
customers and suppliers, together we create
mutual, enduring value
 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.

 Productivity: Be a highly effective, lean and

fast-moving organization.
 Commitment 2020 Goals
CCE’s Commitment 2020 goals for its five
strategic CRS focus areas are:

 Energy Conservation/Climate Change:

 Water Stewardship:
 Sustainable Packaging/Recycling
 Product Portfolio/Well-Being:
 Diverse and Inclusive Culture:
 The Coca-Cola Company are to be globally
known as a business …..

 Conducts business responsibility .

 Ethically.
 To accelerate sustainable growth to
operate .

It forms the foundation for companies

 Deep list Stand for …..

 Demographic:
 Different ages have their specific requirements .
 To Serve the Different segments.
 Economic:
 Facing increased advertising controls .
 Price restrictions.
 Lack of infrastructure .
 Environmental :
Coca Cola operations both are
 Micro Environment
 Macro Environment
 Political
 Legal
 Informational
 Social
 Technological
Segmentation Targeting

Positioning Differentiation
 Segmentation: Products for those who are dieting are also
offered, as well as different flavors of Coca Cola .

 Target: Coca Cola's target market is young adults to

middle-aged people.
 Position: Coca-Cola, there are many different methods
available to find useful information, including the
company’s website, magazines and others.
 Differentiation: They are not adapting Differentiation.
Because they just produce non alcoholic beverage drinks
Product Price

Place Promotion
Product : all non alcoholic beverage drinks such as coca
cola , fanta ,spite etc
 Place: More than 200
countries are traded in
the world .

 Price : Difference
country different price.
.
 In beverage company ,I think that coca cola is how holding on
Star .

High
Market Growth Rate

Low

Relative Market Share

High Low
 Existing Products New Products

Existing Market Product

Markets
Penetration Development

New Market
Markets Diversifications
Development

Coca cola follow First Three Steps

don’t follow diversification
 Value%
 Coca Cola 47
 Pepsi Cola 21
 Cadbury Schweppes 8
 Cott 2
 Amber 1
 Others 21
 Total 100
 Name :
 The Coca Cola company
 Industries served
 Beverages
 Geographic areas served
 Worldwide
 Headquarters
 U.S.
 Current CEO
 Muhtar Kent
 Revenue
 $ 48.01 billion (2012)
 Profit
 $ 9.01 billion (2012)
 Employees
 146,200
 official website: www.thecoca-colacompany.com
 PepsiCo Inc.,
 Dr Pepper Snapple Group,
 Inc., Unilever,
 Group DANONE,
 Kraft Foods Inc.,
 Nestlé S.A.
 and others.
 Strengths:
 The best global brand in the world in terms of
value ($77,839 billion).
 World’s largest market share in beverage
 Strong marketing and advertising.
 Most extensive beverage distribution channel
 Customer loyalty.
 Bargaining power over suppliers.
 Corporate social responsibility.
 Weaknesses:

 Significant focus on carbonated drinks

 Undiversified product portfolio
 High debt level due to acquisitions
 Negative publicity
 Brand failures or many brands with
insignificant amount of revenues
 Opportunities:

 Bottled water consumption growth

 Increasing demand for healthy food and
beverage
 Growing beverages consumption in emerging
markets (especially BRIC)
 Growth through acquisitions
 Threats:
 Changes in consumer preferences.
 Water scarcity.
 Strong dollar.
 Legal requirements to disclose negative
information on product labels
 Decreasing gross profit and net profit margins
 Competition from PepsiCo
 Saturated carbonated drinks market
 In Over All discussion in beverage sector coca
cola company is leading Position .
Thank You