PROJECT NAME

STRATEGIC MANAGEMENT OF COCO – COLA

SUBMITTED BY
BHAVESH RAJESH
ROLL NO :20-561
YEAR 2021-2022
UNDER THE GUIDANCEOF
PROF.TUSHAR PURKITE
SUBMITTED IN PARTIAL FULFILLMENT OF
REQUIRMENT FOR
QUALIFYING B.M.S.(SEMVI) EXAMINATION
UNIVERSITY OF MUMBAI

PUNE VIDHYARTHIGRIHA’S
COLLEGE OF SCIENCE AND TECHNOLOGY
BR. NATHPAINAGAR, GHATKOPAR(E), MUMBAI-400077

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 PUNE VIDYARATHIGRIHA’S
COLLEGEOFSCIENCEANDTECHNOLOGY
GHATKOPAR(E)MUMBAI-400077

CERTIFICATE
This is to certify that the project done by Mr. BHAVESH RAJESH PATEL (RollNo.20-761)
has successfully completed the project report in partial fulfilment for Bachelor in
management studies (BMS) Degree examination has been found satisfactory. This report had
not been submitted for any other examination and does not form part of any other course
undergone by candidate.

PROJECT GUIDE
EXTERNAL EXAMINER
PROF. TUSHAR PURKITE

PRINCIPAL
DR. AJAY KUMAR PATHAK
COLLEGE
SEAL AND DATE:

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 ACKNOWLEDGEMENT

I the undersigned have great pleasure in giving my sincere thanks to those who have
Contributed their valuable time in help in gust to achieve the success in our project work.
I am in debuted and thankful to our Project Guide Prof. Tushar Purkite to whom
I owe his piece of knowledge for his valuable and timely guidance, cooperation,
Encouragement and times and for his project work.
My sincere thanks to library staff for extending their help in completion of our project.
I also thanks my family members for their continued support in completing this support.
And last but not least, I wish to thank all my friends and well-wishers who are directly or
Indirectly linked with the success of our project.

BHAVESH R. PATEL

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Company Overview
• Company Background
• Existing Mission and Vision
• Proposed Mission and Vision
• Current Strategies

External Assessment
• Industry Analysis
• Opportunities and Threats
• EFE Matrix
• CPM Matrix

Internal Assessment
• Organizational Structure
• Segment Analysis
• Financial Conditions
• Strengths and Weaknesses
• IFE Matrix

Strategy Formulation
• SWOT Matrix
• Space Matrix
• Grand Strategy Matrix
• BCG & IE Matrix
• Matrix Analysis
• Possible Strategies
• QSPM Matrix

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Strategic Implementation
• 3 Year Objectives
• Strategies & Cost
• EPS/EBIT
• Projected Financials

Strategic Evaluation
• Balanced Score Card

Company Update

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Company Background: History

• 1928 – Coca-Cola travelled with the US Olympics team to

Amsterdam,
and began global expansion
• 1935 – Coca-Cola was certified Kosher by Rabbi Tobias Geffen
• 1941 – Fanta is introduced in World War II during a trade embargo
against Germany on cola syrup
• 1944 – The one billionth gallon of Coca-Cola Syrup was made
• 1963 – Coca-Cola’s first attempt to make a diet drink using
saccharin
• 1982 - Coca-Cola purchased Columbia Pictures, sold to Sony in
1989
• 1985 – New Coke was presented to test tasters who enjoyed it better
then Coke and Pepsi; however, top management kept the old formula
“Coca-Cola Classic” (which uses a high fructose corn syrup as
sweeter instead of the proposed sugar can) in order to avoid possible
backlash from customers. It is now only available in select countries
• 1990s – Introduction of healthier beverages including Minute Maid
Juices to Go, Powerade sports beverage, flavoured tea Nestea (in a
joint venture with Nestle), Fruitopia fruit drink and Dasani water
• 2007 – World of Coca-Cola was built

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Company Background: Owned Brands

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EXISTING VISION STATEMENT
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.
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EXISTING MISSION STATEMENT

To refresh the world...

To inspire moments of optimism and
happiness...
To create value and make a difference.

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PROPOSED VISION STATEMENT

Coca-Cola aspires to refresh the

world, to inspire moments of
optimism and happiness, and to
create value and make a
difference.

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 CURRENT STRATEGIES

Vision 2021

Profit, People, Portfolio, Partners,

Planet, Productivity
Double the numbers of servings
of its products -- water, soft-
drinks, juices and the like --
consumed per day to more than
3 billion.
12 month multicultural plans
5by20™ program
Expedition 206
2020 water use reduction and
replenishment

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 EXTERNAL ASSEMENT

*INDUSTRY ANALYSIS

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