UNIVERSITY OF BOHOL

City of Tagbilaran
COLLEGE OF BUSINESS AND ACCOUNTANCY

Name: JULLIE CARMELLE CHATTO Year & Course: BSA-II

MANAGEMENT 4N – PERFORMANCE TASK 2

Title of the Case: Coca-Cola Company – 2011

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Time Context: 2012 – 2015

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Perspective: Chief Executive Officer Kent, President of the Company

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Central Issue:
Coca-Cola Company (Coke) is the world's largest beverage company,
manufacturing Coca-Cola, Diet Coke, Sprite, and Fanta. Although Coke's shareholders
are accustomed to and expect sustained growth, some competitors may outrun the
company in the long run, such as PepsiCo, which offers not only beverages but also
snacks and food. has been successful in acquiring or developing complementary
products in both the food and beverage industries. Coca-Cola Company intends to
either enter the snack and food business to compete with Pepsi Co. or to focus more on
the beverage industry.
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Statement of Objectives:
1. To create aggressive marketing and management strategies aimed at
achieving a high-profit margin and a large market share.
2. To develop unique avant-garde strategies for long-term business growth
and improvement.
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Areas of Consideration:

INTERNAL ENVIRONMENT EXTERNAL ENVIRONMENT

Strengths Opportunities

● Famous Brand Name ● Introduction of new products

 ● Corporate Identity ● Segment Diversification
● Global Distribution ● Boost fame in developing countries
● Innovation / New Product ● Bring advanced supply chain
● Financial Stability system
● Product Quality ● Packaging variation
● Strong Marketing Capability ● Improve publicity
● Customer Loyalty ● Innovate healthy line of products
● Taste of the beverages ● Product Recognition
● Customer Relation

Weaknesses Threats

● Tough and Aggressive Competition ● Change in customer’s preferences

● Substitute Products
● Advertising & Promotion
● No healthy products
● Negative Publicity
● Product Diversification
● Business Model
● Water usage controversy
● Packaging controversy
● Direct and indirect competition
● Strong Competitors
● The emergence of new businesses
● Unbranded Products / Tailored
Brands

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Alternative Courses of Action:

1. Market Penetration and Market Development Strategy.
2. Avant-Garde Branding
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Decision Matrix

Variables Alternatives

Market Penetration and Avant-Garde Branding

Market Development
Strategy

Risks 2 3

Costs 3 3

Benefits 4 5

Ease of implementation 1 3
Total 10 14 (highest)
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Conclusion:
The Coca-Cola Company has a long history and is present all over the world.
Coca-Cola Company enjoys a strong competitive position in a market that is rapidly
expanding. Its main problem is the product line of the company. A change in the
company’s signature product will bring a change in consumers’ opinion and preference
about the brand. Followed by the improvement of the marketing strategy to expand
market reach. Thus, these concerns will require critical analysis and decision to realize
the business to continue its growth efforts on the international market.
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Recommendation:
The Coca-Cola Company should concentrate on innovating or launching new
products. This includes a focus on water and juice products, as well as entering the
healthy product’s market to meet the demand of health-conscious consumers. To attract
consumers from new markets, Coca-Cola should consider introducing snacks and
expanding the variety of categories it offers.
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Action Plan: Avant-Garde Strategy

Activities Objectives Division Person Cost Time

Responsible

Before To be able to Research Division Estimated 4

anything determine whether and Head $2,000 months
else, or not the Development
research proposed strategy Department
should be is a viable option.
conducted

Formation To form teams Head Project Committee Estimated 1 week

of that will be Committee Head $200
committees assigned to
specific project Planning
implementation Department
tasks.
Conduct To be able to have Research Committee Estimated 6
market ideas of potential and Head $2,500 months
research products Development
Department

Conduct To delve into Research Committee Estimated 6

consumer various areas of and Head $2,500 months
research consumer Development
psychology to better Department
understand their
purchasing habits,
preferred
packaging, and
other similar
attributes that assist
the company in
selling the new
products and
services.

Financing To provide financial Project Committee Estimated 2

of the support for the Financing Head $30,000 weeks
project project Committee

Process the To be able to General Committee Estimated 1 week

necessary prepare the Management Head $200
papers into company in Committee
entering the entering a new line
snacks and of business
food
industry

Start the To partially Operation Committee Estimated 8

process of implement the Committee Heads $20,000 months
making action.
healthy Production
 beverages, Committee
foods, and
snacks

Launch the To be able to fully Marketing Committee Estimated 10

new pride of implement the Committee Heads $10,000 months
the project and
company accomplish the Sales
goals and Committee
objectives of the
action plan.

Evaluation To receive Head Project Committee Estimated

of the feedback on how Committee Head $5,000 1 week
project well the project
solved the problem.

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GANTT CHART:

2012
Activities Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov. Dec.

Before anything else, x x x x

research should be
conducted

Formation of x
committees

x x x x x x
Conduct market
research

x x
Conduct consumer
research

Financing of the
project

Process the necessary

papers into entering
the snacks and food
industry

Start the process of

making healthy
beverages, foods, and
snacks
 Launch the new pride
of the company

Evaluation of the
project

2013

Activities Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov. Dec.

Before anything else,

research should be
conducted

Formation of
committees

Conduct market
research

x x x x
Conduct consumer
research

Financing of the x
project

x
Process the necessary
papers into entering
the snacks and food
 industry

x x x x x x x
Start the process of
making healthy
beverages, foods, and
snacks

Launch the new pride

of the company

Evaluation of the
project

2014

Activities Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov. Dec.

Before anything else,

research should be
conducted

Formation of
committees

Conduct market
research

Conduct consumer
research

Financing of the
project

Process the necessary

papers into entering
the snacks and food
industry

x
Start the process of
making healthy
beverages, foods, and
snacks

x x x x x x x x x x
Launch the new pride
of the company

Evaluation of the x
project
: