Professional Documents
Culture Documents
In Partial Fulfillment
of the Requirements for
BA 23 Strategic Management:
Submitted BY:
JAMPIT, RESEL M.
LUNTAYAO, LARABELLE ADRIANNE M.
MAGARO, MAYDILOU O.
OLIVAR, JEFFERSON AGUSTIN P.
PALACIO, ANTONIETTE TISHA M.
TANGPOS, SETH FRANCIS S.
Submitted to:
Toni Rose T. Tahil, RN, CFMP, MBA
Company Profile
The beverage brands include the following category clusters: sparkling soft drinks;
water, enhanced water, and sports drinks; juice, dairy, and plant-based beverages; tea
and coffee; and energy drinks. In addition, we own and market four of the world's top
five nonalcoholic sparkling soft drink brands: Coca-Cola, Diet Coke, Fanta, and Sprite.
Mission: 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.
Vision: Our vision serves as the framework for our Roadmap and guides every aspect
of our business by describing what we need to accomplish to continue achieving
sustainable, quality growth.
● 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 share owners while being mindful of our
overall responsibilities.
● Productivity: Be a highly effective, lean, and fast-moving organization.
Our Winning Culture defines the attitudes and behaviors that will be required of us to
make our 2020 Vision a reality.
Our values serve as a compass for our actions and describe how we behave in the
world.
As a UNITED family, we exist and excel for the benefit of our associates, consumers,
customers, communities, and owners.
● Quality
We are committed to the highest quality standards in the products we produce, the
services we deliver, and in our market execution.
● Excellence
● Integrity
Integrity is the foundation of all enduring relationships and every successful business.
● Respect
We respect:
Our diverse team of associates, with their unique perspectives, ideas, and experiences,
provide an inclusive culture for all associates to have a rewarding career and reach their
full potential.
Our consumers, who rely on the highest quality products to meet their desire for
beverages for life.
Our customers, who value and depend on our partnership and unparalleled service.
Our communities, where we live, work, and serve with a great sense of civic responsibility
and good will.
Our environment, by being good stewards of our resources and caring for the wellbeing
of our communities. Our owners, who have entrusted their resources to our care and
invest in our company’s future.
Organizational Structure
The SWOT analysis is used for analysis of the company's internal and external
environment. The internal environment includes strengths and weaknesses while
threats and opportunities are the external environment.
STRENGTHS WEAKNESS
- Customer Loyalty
OPPORTUNITIES THREATS
- Water Scarcity
● The Coca-Cola Company's extraordinary heritage, our leading brands, and the
global scale of what we do.
● The challenge of meaningful work - our unique global system offers constant
opportunities to develop world-class skills and a truly international career.
● A unique culture where people convert their passion into action.
● The kind of competitive compensation you would expect from a world leader.
● Peak Performance, our ongoing individual performance management process &
rewards
● Coca-Cola University (CCU), our virtual global university representing a one-stop
shop for all learning and capability building activities across The Coca-Cola
Company
● Assessment and Development Forums
● Functional Development to enhance and build job knowledge, skills, and
competencies within a department or functional area
● Short-term Assignments to expose associates to work that is different from what
they do daily. This could be a short-term assignment in another country or market
or a project-based assignment in an associate's home country.
● One Company. As our journey continues, our shared passion is transforming The
Coca-Cola Company. When you join the Company, you will enjoy an environment
where ideas are free to find their way, support is close at hand and pride inspires
us to grow. Each day we are developing meaningful and accelerated learning
opportunities and anticipating the skills and resources we will need to meet our
future demands.
● One Team. At the Coca-Cola Company, it is our people who make magic happen.
Our job is to refresh the world, and it requires the vision, innovation, and passion
of every single one of them. Each day the relationships you build will help you
succeed not only in your job, but in your career as well.
● One Passion. The love at The Coca-Cola Company goes farther than our portfolio
of brands, our people, and our company. From our efforts to ensure that we have
fair and inclusive workplaces to our responsibilities outside our business, we do
our best to spread the joy of The Coca-Cola Company. We believe in fostering a
workplace that embraces all our people's unique abilities. We are committed to
supporting our communities. And we are dedicated to preserving and protecting
our planet.
● Coca-Cola
● Fanta
● Sprite
● Diet Coke/Coca-Cola Light
● Coca-Cola Zero
● Minute Maid
● Georgia Coffee
● Powerade
● Del Valle
● Schweppes
● Aquarius
● Minute Maid Pulpy
● Dasani
● Simply
● Vitaminwater
● Gold Peak
● Fuze Tea
● Ice Dew
● smartwater
● I LOHAS
● Ayataka.
Company Name
● Minute Maid
● Costa Coffee
● Energy Brands Inc.
● Monster Beverage Corp.
● Honest Tea
Distribution Channel
Bottling operations owned by the corporation were put together to form the Bottling
Investments Group, or BIG. To ensure that these bottling operations receive the
appropriate investment and expertise to ensure their long-term success, BIG was created.
Through investing strategically in select bottling activities, putting them briefly under the
management of Coca-Cola and using the leadership
Customer Loyalty
● Coca-Cola is not focusing on its product but more on the experience for the people.
The happiness and joy that are spread to the people.
4.) Infrastructure Asset
Organizational Structure:
Technology:
Coca-Cola is trialing Augmented Reality (AR) in several its bottling plants across
the globe in another step fueled by Big Data technology. Such a system requires the use
of glasses or a headset that overlays computer graphics in addition to what the consumer
sees in the real world. This ensures that technicians will see details on the equipment
they are repairing or maintaining and get help in diagnosing and fixing technical problems.
This system can also be used for testing and diagnosing issues in devices and dispensers
in hard-to - reach or remote areas (such as a cruise ship in the middle of the ocean
CHAPTER 2
⮚ Marketing Department
The Marketing Department is responsible for promoting the business and revenue
growth of the company. The marketing department could be labeled as the face of the
company since this department provides the necessary research in identifying the target
market and reaching out to the identified prospects, customers, investors, and other
audiences. The department involved in the current problem of Coca-Cola is the Marketing
Department because the problem revolves around the customers and sale; with this, the
employees under the Marketing Department are the ones who handle and take
responsibility in responding to the problem.
⮚ Marketing Director
Based on the problem of our case study we selected that the marketing director is the
one who can help us to solve the problem. It is because the marketing director oversees
marketing campaigns and branding techniques for a company or an organization, from
brainstorming ideas to implementing large-scale plans. They focus on creating the
familiarity of the brand and increasing the sales or the consumption of the consumers.
The marketing director is also the one who carries on the campaign budgets, marketing
team, including freelancers and consultants and coordinates the sales team to avoid
duplicated exertion. Also, some of them monitor the company's website for the increase
of the business trade.
⮚ Current Problem
The main problem here is how they will develop their market on the first Coca-Cola
energy drink, as the U.S has numerous energy drink products that are famous for the past
years, particularly Red Bull, Monster, and Rockstar. They have released a variation of
innovative flavor that promotes most of their customers. With a time-scarce civil society
struggling to maintain a work-life balance, and a younger generation embracing the
market appeal of the energy drinks, this development will most likely continue. New
energy drinks are entering the market, many with odd names and promises of a higher
energy boost compared to the previous one, just to get a foot in the door and to be
recognized.
The challenge here is how they would sell their stock and grow their sales among the
other variety of energy drinks. In that way, they can expand their sales and innovate more
flavors to compete with other companies.
CHAPTER 3
Growth Strategies
Market Penetration:
Market penetration gives companies enormous insight into how their products are
viewed by their customers and by the overall market. In turn, the figures can be compared
with specific competitors to determine how the company's sales efforts are faring, and
how its products and services stack up to the competition.
Coca Cola Company developed a new product that accommodates its customers'
demands, especially teenagers, ages 13- 34 years old customers. The company finds a
way to strategically push through its own products to the market by increasing the market
share of an existing product or promoting a new product through bundling, advertising,
lower prices, or volume discounts.
Introduction
The introduction stage is the stage in which a new product is first distributed and
made available for purchase, after having been developed in the product development
stage. Therefore, the introduction stage starts when they will first launch the product.
Coca Cola company are planning in introducing their product on January 2020. The best
way to introduce the energy drink which is a new product is to blog the energy drink and
have an advertisement and put it in any kinds of social media (Facebook, Twitter,
Instagram, and other social media) specially in the television. It will help the product to
introduce the energy drink to many people because as of today people are engaging
themselves through social media, and it is the easiest way to introduce the product,
specially the target market of the Coca Cola energy drink is the young adults and those
who are in their middle ages who often uses social medias.
Growth
Maturity
The maturity stage is the stage in which the product’s sales growth slows down or
levels off after reaching a peak. The slowdown in sales growth is due to many producers with
many products to sell. Likewise, this overcapacity results in greater competition. Since
competitors start to mark down prices, increase their advertising and sales promotions and
increase their product development budgets to find better versions of the product, the coca
cola will make a new flavor and add a special ingredient to their energy drink which is the
"Beta Carotene". Beta Carotene can give many benefits to the human body just like vitamin
A that will help our immune system. The better version of the coca cola energy drink will not
just give us energy and mentally alertness and physical performance, but it may also help the
human immune system.
Decline
To avoid missing targets on monthly sales, a set budget for promotional activities
is encouraged and recommended. The following Competitive Strategies are suggested:
Innovation Strategy - sponsor a sport activity like volleyball, boxing and even Zumba
Marathon. Provide uniforms for the athletes and set a sampling booth in the area. Hanging
banners around the area would greatly help the product be noticed.
Technology Strategy - low cost. Tie up the new brand to the existing fast-moving brand
from Coca Cola.
CHAPTER IV: Recommendations
First, we believe that decreasing the price or Pricing penetration is used as a form
of marketing to popularize a product. By offering a cheaper price of the Coca Cola energy
drink the company will start winning more customers than rivals can sell. This pricing
strategy can be used for a few months and then modified slowly to keep customers but
begin to make money. In this way, penetration pricing can be interpreted as a long-term
advertising strategy intended to steal from rivals’ consumers and boost market share.
One of the types of marketing campaigns is product launching the Coca Cola energy
drink includes a marketing strategy utilizing social networks, distribution channels,
promotions, discounts, and other promotional techniques. This can be an advantage to
the company for they have strong marketing and advertisement.
● To penetrate the market first we must have a grand launching of our product to the
market. As per Coke Studio we can then launch our product to the market so that
people would know that we have this energy drink existing in the market that is
good and cheaper than other competitive products.
● To conduct an in-store sampling for the people to know how our product would
taste. This in store sampling could be done by having a free taste of our product
this could also include promoting our product in a different way.
● Marketing Campaign in which we can have our advertisements as we can see
advertisement is everywhere, we can possibly have to advertise (flyers, tarpaulin,
Online Ads, etc.). having our banners seen in public places could also inform
people that this is the new product that coca cola does also which is the energy
drink.
● Promotions on the product itself where the coca cola energy drink would have a
promotion that can be a Buy one gets one bundle or a discount upon purchase.
● Advertising through sponsorship of events since this is an energy drink it is better
to sponsor events such as sporting events. And since the social media users’ rate
has increased having the social media influencer and vloggers sponsor them to
advertise the energy drink.
Pros:
1. It will help the company successfully introduce the new product to the market.
3. This could be the powerful tool that they can use to enter the product to its market.
Cons:
2. Saturated market - market penetration can work with products people must replace
frequently such as food and hygiene products. With these products, the market would
quickly become saturated.
Introducing a new product is a critical move for a famous company like Coca-Cola
who is already known worldwide for their soda drinks. Coca-Cola’s launching of Energy
drink this coming January 2020 will be in need of a good marketing strategy in order for
the product to be known and expand its market knowing that the energy drink has
numerous competitors that are already known and loved by the customers. A product life
cycle is an essential strategy in order to increase profitability and the longevity of the
energy drink because the phases of the products refers to the length of time when the
product is first introduced to the market until it meets its end.
Pros:
Cons:
Risk Involved 2 2 3
Cost Involved 2 1 3
Benefits Derived 4 5 4
Ease of 3 2 2
Implementation
Total: 11 10 12
Based on the decision matrix, out of the three proposed guidance, the third solution would
be the better one. It may be the riskiest, but the reward is in the risk, it is better to try
because failure does not define the company. But in the future, it will all be useful, for this
approach will help the company anticipate what storm will come. It focuses more on the
company's internal employees that are not the easiest to execute for the team's versatility
is significant. But that will change the company's outlook in any way by taking the
opportunity in advance. That is why we decided to make this the most suitable because
it has many critical roles within the business.
Reference:
● About. (2020). Retrieved, from https://investors.coca-colacompany.com/about
● Bhasin, H. (2019). Benefits and limitations of Product life cycle - PLC benefits
and Limits. Retrieved, from https://www.marketing91.com/benefits-and-
limitations-of-product-life-cycle/
● Coca-Cola System - Our Company | The Coca-Cola Company. (2020).
Retrieved, from https://www.coca-colacompany.com/company/coca-cola-system
● Coca-Cola: Number of Employees 2006-2020 | KO. (2020). Retrieved, from
https://www.macrotrends.net/stocks/charts/KO/coca-cola/number-of-employees
● Home - Coca-Cola UNITED. (2020). Retrieved, from https://cocacolaunited.com/
● Johnston, M. (2020). 5 Companies Owned by Coca-Cola. Retrieved, from
https://www.investopedia.com/articles/markets/011216/top-5-companies-owned-
coca-cola-ko.asp
● Jurevicius, O. (2020). Coca Cola SWOT Analysis (6 Key Strengths in 2020).
Retrieved, from https://strategicmanagementinsight.com/swot-analyses/coca-
cola-swot-analysis.html
● Kenton, W. (2019). How Market Penetration is Used by Companies to Gain
Market Share. Retrieved, from https://www.investopedia.com/terms/m/market-
penetration.asp
● Lacoma, T. (2020). What Is a Penetration Sales Model?. Retrieved, from
https://smallbusiness.chron.com/penetration-sales-model-24954.html
● LaMarco, N. (2019). Pros & Cons of a Product Life Cycle. Retrieved, from
https://smallbusiness.chron.com/pros-cons-product-life-cycle-11801.html
● Marr, B. (2020). Coca-Cola: Driving success with AI and Big Data. Retrieved,
from
https://www.bernardmarr.com/default.asp?contentID=1280#:~:text=In%20anothe
r%20move%20powered%20by,at%20in%20the%20real%20world.
● McCormick, K. (2020). 12 Ways to Effectively Promote a New Product or
Service. Retrieved, from https://www.wordstream.com/blog/ws/2020/07/29/how-
to-promote-a-product
● Newman, T. (2017). What is beta carotene? What are the benefits?. Retrieved,
from https://www.medicalnewstoday.com/articles/252758
● Parchi, M. (2019). What is Product Life Cycle (PLC)? Definition, Stages,
Advantages, Disadvantages, Management - The Investors Book. Retrieved, from
https://theinvestorsbook.com/product-life-cycle-plc.html
● Product Life Cycle Strategies and Characteristics. (2020). Retrieved, from
https://marketing-insider.eu/marketing-explained/part-iii-designing-a-customer-
driven-marketing-strategy-and-mix/product-life-cycle-strategies/
● Why work with us. (2020). Retrieved, from https://www.coca-cola.com.my/our-
company/reasons-to-work-here
● Curriculum Vitae
Resel M. Jampit
Patag, Camp
Evangelista, Cagayan
De Oro City
Mobile:
09658308652
reseljampit@gmail.com
PERSONAL SKILLS:
PERSONAL PROFILE:
● Organize
I am a person who is committed
● Baking
to do the things that I can do it. I accept
any kinds of challenges if long as it will PERSONAL:
help me to grow as a person.
Nationality: Filipino
ACADEMIC QUALIFICATIONS:
Languages: Filipino, Cebuano, English
Secondary:
Liceo de Cagayan University Senior
High school
Rodolfo N. Pelaez Blvd, Cagayan De
Oro, 9000 Misamis Oriental
S.Y. 2018– 2020
Misamis Oriental General
Comprehensive High School
Don Apolinar Velez St, Cagayan de Oro,
9000 Misamis Oriental
S.Y. 2014-2017
Primary:
El Salvador City Central School
El Salvador City-National Road,
Tuburan, Poblacion
S.Y. 2013-2014
● Curriculum Vitae
Larabelle Adrianne M. Luntayao
Kisanlu Subd. Iponan, Cagayan de
Oro City
Mobile: 09151632386
larabelle.luntayao@gmail.com
PERSONAL SKILLS:
PERSONAL PROFILE:
● Organize
I am a person who is willing to
● Customer Skills
learn and apply what is best in my daily
● Transferable Skills
life.
WORK EXPERIENCE:
ACADEMIC QUALIFICATIONS: ● Work Immersion
A.Y 2019
Secondary:
PERSONAL:
Xavier University Senior High School
Corrales Avenue St., Cagayan de Oro Nationality: Filipino
City Languages: Filipino, Cebuano, English
S. Y. 2018 – 2020
S.Y. 2010-
2015
PERSONAL PROFILE:
I am a resilient especially when I
Cagayan de Oro City Central School,
am doing the things, inspire me the
Don Apolinar Velez St, Cagayan de
most. Calm on every situation for I
Oro, 9000 Misamis Oriental
believed it is the best way to stay
composed to be able to think straight. S.Y 2009-2010
Voluntary Experience: PERSONAL SKILLS:
PERSONAL PROFILE:
S.Y 2017-2018
Easy to work with, Friendly,
Primary:
Hardworking, and Trustworthy
Xavier University Grade school - Basic
Ed
ACADEMIC QUALIFICATIONS:
Macasandig, Cagayan de Oro city
Secondary:
S.Y 2013-2014
Xavier University - Senior High School
PERSONAL SKILLS:
73 Corrales Ave, Cagayan de Oro,
● Helpful
9000 Misamis Oriental
● Understanding
S.Y 2018-2019
● Hardworking
Xavier University Junior high School ● Positive
NATIONALITY: Filipino.