ACKNOWLEDGEMENT

I am very grateful to Allah who blessed me the strength and courage

to stand by the difficulties that came in the way and who enabled me
to complete this project effectively.

As plants cannot grow without seeds, birds cannot fly without wings.
Similarly knowledge cannot be attained without proper direction and
supervision. We are, therefore, also thankful to our respected teacher
Mr. Haneef Shehzad, because of whose generous co-operation and
help, the accomplishment of this Project became possible. I really
thankful to Mr.Haneef Shehzad & IIUI).

i
 Executive Summary
This project is about to study any one of companies and one of that company’s
product according to marketing management perspective. In this project I have
studied the different techniques of marketing that are used by company, from
identifying the needs wants and demands of their product among the people, and
how company developed the customer oriented marketing strategies, that are how
they have done segmentation ,target marketing and positioning of their product.

The strategies of 4p’s of marketing by that company on the product and

strategies of maintaining profitable and long term relationship with their potential
customers.

I studied the strategies of social responsibility by the company, how company

promotes the product with in the targeted customers and common people by
promoting the interest of their potential customers.

At the end I have studied the swot and pest analysis of the company and
conclusion and recommendations.
Table of Contents
Chapter #1 ..................................................................................................................................................6
Introduction .............................................................................................................................................. 6
&............................................................................................................................................................
........ 6
History ........................................................................................................................................................ 6
Introduction:.............................................................................................................................................. 1
History: ....................................................................................................................................................... 1
Mission, Vision & Values: ...................................................................................................................... 1
Chapter #2 ..................................................................................................................................................3
THE MARKETING PROCESS .................................................................................................................. 3
Need, Want and Demand: .....................................................................................................................3
Customer Driven Market Strategy: .................................................................................................... 4
Market Segmentation: ...................................................................................................................... 4
Regional segmentation....................................................................................................................4
Size .......................................................................................................................................................4
Population density .......................................................................................................................... 4
Climate ............................................................................................................................................... 4
Demographic ......................................................................................................................................4
Target Market ....................................................................................................................................... 4
Positioning: ........................................................................................................................................... 5
Product ....................................................................................................................................................... 5
Price..........................................................................................................................................................6
Pricing Strategies and Tactics ...........................................................................................................6
Place and Distribution .......................................................................................................................... 7
Promotion .............................................................................................................................................. 8
Customer Relationship management: ............................................................................................... 9
Building a customer-focused website ........................................................................................... 9
My SAP Customer Relationship Management .......................................................................... 10
My SAP Supply Chain Management ............................................................................................... 10
Partnership relation management ............................................................................................... 10
Coca-cola and SAP Partnership ....................................................................................................... 11
Capturing value customers in return (Market share, Customers loyalty): ........................... 11
 MARKET SHARE ..................................................................................................................................11
MARKET SHARE BY AREA ..................................................................................................................11
CHAPTER #3 ............................................................................................................................................. 16
SOCIAL RESPONSIBILITY........................................................................................................................16
SOCIAL RESPONSIBILITY........................................................................................................................16
Corporate social responsibility ........................................................................................................... 16
Health and Wellbeing ....................................................................................................................... 16
A Fair and Ethical Workplace.......................................................................................................... 17
CHAPTER #4 ............................................................................................................................................. 18
Swot & ....................................................................................................................................................... 18
Pest analysis ........................................................................................................................................... 18
SWOT ANALYSIS: ....................................................................................................................................18
STRENGTH.......................................................................................................................................... 18
WEAKNESS ......................................................................................................................................... 18
OPPORTUNITIES............................................................................................................................... 19
THREATS ............................................................................................................................................. 19
PEST ANALYSIS OF COCA-COLA ..........................................................................................................20
POLITICAL VARIABLES....................................................................................................................... 20
Conclusion of Political Analysis ..................................................................................................... 21
ECONOMICAL VARIABLES ............................................................................................................. 21
Conclusion of Economical Analysis .............................................................................................. 22
SOCIAL VARIABLES..............................................................................................................................23
CONCLUSION OF SOCIAL ANALYSIS ............................................................................................... 23
EDUCATION ........................................................................................................................................ 23
ENVIRONMENT .................................................................................................................................. 23
COMMUNITY INVOLVEMENT........................................................................................................ 24
TECHNOLOGICAL VARIABLES .........................................................................................................24
Conclusion of Technological Analysis ......................................................................................... 25
CHAPTER#5 ............................................................................................................................................ 27
CONCLUSION & ..................................................................................................................................... 27
RECOMMENDATIONS ......................................................................................................................... 27
RECOMMENDATIONS ......................................................................................................................... 27
Reference ................................................................................................................................................ 28
Chapter #1

Introduction

&

History
Introduction:-

The Coca-Cola Company is the world's largest number 1 beverage company, largest
manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the
world, and one of the largest corporations in the United States. The company is best known for its
flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca- Cola
formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company
in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands
in over 200 countries or territories and serves 1.5 billion servings each day.

The company operates a franchised distribution system dating back to 1889 where The Coca- Cola
Company only produces syrup concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its current president and CEO is
Muhtar Kent.

History:-

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a
co-partnership between Dr. John Stith Pemberton and Ed Holland. The company was formed to
sell three main products: Pemberton's French Wine of Cola (later known as Coca-Cola),
Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup.

Finally in October of 1888, the company received a charter with an authorized capital of
$50,000. The charter became official on January 15, 1889. By this time, the company had expanded
their offerings to include Pemberton's Orange and Lemon Elixir.

Mission, Vision & Values:-

Our mission, vision and values outline who we are, what we seek to achieve, and how we want to
achieve it. They

1
Provide a clear direction for our Company and help ensure that we are all working toward the
same goals.

Everything we do is inspired by our enduring Mission:

⮚ To Refresh the World...in body, mind, and spirit.

⮚ To Inspire Moments of Optimism...through our brands and our actions.

⮚ To Create Value and Make a Difference...everywhere we engage.

To achieve sustainable growth, we have established a Vision with clear goals:

⮚ People: Being a great place to work where people are inspired to be the best they nac
be.
⮚ Planet: Being a responsible global citizen that makes a difference.

⮚ Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and
satisfy peoples' desires and needs.
⮚ Partners: Nurturing a winning network of partners and building mutual loyalty.

⮚ Profit: Maximizing return to shareowners while being mindful of our overall

responsibilities.

We are guided by shared Values that we will live by as a company and as individuals:

⮚ Leadership: “The courage to shape a better future”

⮚ Passion: “Committed in heart and mind”

⮚ Integrity: “Be real”

⮚ Accountability: “If it is to be, it's up to me”

⮚ Collaboration: “Leverage collective genius”

⮚ Innovation: “Seek, imagine, create, delight”

⮚ Quality: “What we do, we do well”

2
Chapter #2

THE MARKETING PROCESS

Need, Want and Demand:-
The coca-cola company at the beginning sells medicine,
when they analyze the need of the customer toward soft drink,
in that Era when they identify that soft drink is also the want and
demand of people, then they decided to come into soft drink
business, the medicine that they are selling change there name
i.e. “Pemberton's French Wine of Cola (later known as Coca-
Cola)”

The demand is unprecedented, and we see it every day in our

sales numbers. But it's not especially surprising, as consumers
become aware of the role of calories consumed and calories
burned in the obesity equation.

Now a day major Customers Needs are:

First of all the majority don’t care that what they are going to have. In other words, they don’t
care before drinking that whether it is “Pepsi” or “coke”. They don’t actually differentiate between
these two brands in order to their tastes.

Consumers basically drink what they get.

They believe on “WHAT COLD THEY SOLD”

Consumer’s availability in brands is basically works like:

Push availability

Pull consumer’s demand.

For this reason Coca-Cola have provided their coolers and freezers in the market. They have
maximum number of coolers and freezers in the market. They provide this infrastructure free of
cost just to provide chilled coke to their customer, which they want to be purchase.
Their salesman and mechanics regularly visit all the shops where coke has its infrastructure to
check that either it is in proper condition or not, if not then they immediately change or repair it.

Customer Driven Market Strategy:-

Market Segmentation:-

Regional segmentation: By continent, State,

Country or Neighbor hood.

Regional offices

Regions or province or cities

Size: Segmentation according to size of population.

Population

Target market population

Population density: Often classified as urban or rural.

Climate: Segmentation according to weather condition.

Demographic: Segmentation according to age, gender, family size.

Target Market:-
Coke’s commercials basically based on young generations, so, the young
generation is the target market of Coke because they want to represent Coke with the youth and
energy but they also consider about the old people they take then as a co-target market.
Positioning:-

Once a business has decided which segments

of the market it will compete in, developed a clear picture of its
target market and defined its product, the positioning strategy
can be developed. Positioning is the process of creating, the
image the product holds in the mind of consumers, relative to
competing products. Coca Cola and Franklins both make soft
drinks; although Franklins may try to compete they will still be
seen as down market from Coca Cola.

Positioning helps customers understand what is unique about the products when compared with
the competition. Coca Cola plan to further create positions that will give their products the greatest
advantage in their target markets. Coca Cola has been positioned based on the process of
positioning by direct comparison and have positioned their products to benefit their target market.
Most people create an image of a product by comparing it to another product, thus evident through
the famous battles between Coca-Cola and Pepsi products.

Prepare the marketing program that delivers superior value (4 P, s):-

Product:
Many Products are physical objects that you can own
and take home. But the word product means much more than just
physical goods. In marketing, product also refers to services, such
as holidays or a movie, where you enjoy the benefits without
owning the result of the service.
Businesses must think about products on three
different levels, which are the core product, the actual product
and the augmented product. The core product is what the consumer is actually buying and the
benefits it gives. Coca Cola customers are buying a wide range of soft drinks. The actual product
is the parts and features, which deliver the core product. Consumers will buy the coke product
because of the high standards and high quality of the Coca Cola products. The augmented product
is the extra consumer benefits and services provided to customers. Since soft drinks are a
consumable good, the augmented level is very limited. But Coca Cola do offer a help line and
complaint phone service for customers who are not satisfied with the product or wish to give
feedback on the products.

Price:
Price is a very important part of the marketing mix as it can affect both the supply and
demand for Coca Cola. The price of Coca Cola’s products is one of the most important factors in
a customer’s decision to buy. Price will often be the difference that will push a customer to buy
our product over another, as long as most things are fairly similar. For this reason pricing policies
need to be designed with consumers and external influences in mind, in order to effectively achieve
a stable balance between sales and covering the production costs.
Price strategies are important to Coca Cola because the price determines the amount of
sales and profit per unit sold. Businesses have to set a price that is attractive to their customers and
provides the business with a good level of profit. Long before a sale was ever made Coca Cola had
developed a forecast of consumer demand at different prices which inevitably determined whether
or not the product came on the market, as well as the allocation of adequate money and resources
to produce promote and distribute the product.

Pricing Strategies and Tactics:-

The pricing Strategy a business will use will have to focus
on achieving the marketing plan’s objectives and support the positioning of the product, and take
external factors such as economic conditions and competitors in to account. There are 5 strategies
available to business: Market skimming pricing, Penetration pricing, Loss leaders, Price Points
and Discounts. Over the years Coca Cola has used Penetration Pricing as a way of grabbing a
foothold in the market and won a market share. Its product penetrated the marketplace. Once
customer loyalty is established as seen with Coca Cola it is then able to
slowly raise the price of its product. There has been a fierce pricing rivalry between Coca Cola
and Pepsi products as each company competes for customer recognition and satisfaction. Till now
it appears as if Coke has come up on top, although in order to gain long term profits Coke had to
sacrifice short term profits where in some cases it either went under of just broke even, but as seen
it has been all for the best.

Place and Distribution:-

The place P of the marketing mix refers to distribution of the
product- the ways of getting the product to the market. The distribution of products starts with the
producer and ends with the consumer.

One key element of the “Place/Distribution” aspect is the

respective distribution channels that Coca Cola has elected to
transport and sells its product.

Selecting the most appropriate distribution channel is

important, as the choice will determine sales levels and costs. The choice for a distribution
channel for any business depends on numerous factors, these include:
• How far away the customers are;
• The type of product being transported;
• The lead times required; and;
• The costs associated with transport;
There are four types of distribution strategies that Coca Cola could have chosen from, these are:
intensive, selective, exclusive and direct distribution. It is apparent from the popularity of the Coca
Cola’s product on the market that the business in the past used the method of intensive distribution
as the product is available at every possible outlet. From supermarkets to service stations to your
local corner shop, anywhere you go you will find the Coca Cola products.
Promotion:-
In today’s competitive environment, having the
right product at the right place in the right place at the right time
may still not be enough to be successful. Effective
communication with the target market is essential for the success
of the product and business. Promotion is the p of the marketing
mix designed to inform the marketplace about who you are, how
good your product is and where they can buy it. Promotion is also
used to persuade the customers to try a new product, or buy more
of an old product.

The promotional mix is the combination of personal selling, advertising, sales promotion
and public relations that it uses in its marketing plan. Above the line promotions refers to
mainstream media: Advertising through common media such as television, radio, transport, and
billboards and in newspapers and magazines. Because most of the target is most likely to be
exposed to media such as television, radio and magazines, Coca Cola has used this as the main
form of promotion for extensive range of products. Although advertising is usually very expensive,
it is the most effective way of
reminding and exposing potential customers to
Coca Cola Products. Coca Cola also utilizes
below the line promotions such as contests,
coupons, and free samples. These activities are
an effective way of getting people to give your
product a go.
Develop Relationship with the customer (CRM + PRM):-

Customer Relationship management:-

Serving business and consumer customers

Yet, to truly take advantage of the Coca-Cola Freestyle, the company felt it needed a new portal
for its end customers. Customers, for Coca-Cola, mean the end consumers and distributors and
small store owners. Small businesses that have traditionally relied on hand-written invoices and
phone ordering will be able to log into a self-service website and do their ordering from there.

"This will reduce write-offs and collection costs," Condra said, noting that it would help eliminate
many of the write-offs associated with the hand-written invoices.

The site will also offer suggestions on what needs to be ordered, based on past consumption.

"For customers, its driving profitability; now it's truly a partnership," Condra said. "With partners
and distributors, it's about our supply chain. Over time, it's really going to be a response to their
needs. They can go to this one location and have those needs met."

Coca-Cola is turning to SAP for the underlying technology. While the requirements of the site
demanded a business-to-business approach, the fact that it would eventually reach 3 million end
customers, many of whom are small store owners, demanded a simple business-to-consumer
interface.

"For an outlet manager to understand the dynamics would be very difficult, so we've assisted them
in that process," Condra said. "The standard CRM out of the box from an e-commerce standpoint
would have had a lot of steps. We tried to think about the mandatory clicks a customer has to
enter."

Building a customer-focused website

Coca-Cola called in Edison, N.J.-based Fujitsu Consulting to help with the project. The first step
in establishing the site was to form a creative design team made up of two business owners, a non-
SAP Web design expert, a CRM functional e-commerce lead, and an SAP CRM technical Java
lead. They supplemented that with end users that represented everything from a business owner
running five outlets to small "mom and pop" shop owners.

The Web design experts presented their approach in html, and the SAP CRM experts outlined the
gap between what was available within SAP and what needed to be customized. They then
prioritized the development required.

"If the business impact is medium or lower and development time is 20, 30 or even 10 days, we
go back to them," said Sathish Thandale, project manager with Fujitsu. "They always had the
usability as the priority, and the SAP experts always had SAP CRM in their mind."

My SAP Customer Relationship Management--Integrates customer-facing business

processes and IT Infrastructure, such as order and help desk management, with operations planning
My SAP Supply Chain Management--Allows for the seamless use of operations and
planning data, from packaging and customer service to the vending machine and store shelf

Partnership relation management:-

The Coca-Cola Company uses the Partnership Model to

structure a discussion of each company's business strategies and the
"drivers" of partnership as the launching point for its strategic
supplier partnership process.

A joint partnership plan is created as a result of this discussion at the

partnership meeting. The plan includes 3-5 annual objectives and
specific initiatives, which are assigned to an owner at each company.
Our partnership management routines ensure that the
initiatives get done and we maintain the momentum generated in the partnership meeting.”

Coca-cola and SAP Partnership:-

Coca-Cola Enterprises and SAP have formed a strategic partnership to develop Direct Store
Delivery (DSD) functionality. Coca-Cola joins leading Consumer Products (CP) manufacturers
like Colgate-Palmolive, Kimberly-Clarke, Hershey, and General Mills in partnering with SAP to
develop new functionality, including Trade Promotions Management (TPM), Supply Chain
Planning (SCP), customer analytics, and Product Lifecycle Management (PLM).

Capturing value customers in return (Market share, Customers

loyalty):-

MARKET SHARE:

Being the biggest company in the soft drink industry, Coca Cola enjoys the
largest market share. This company controls about 59% of the world market.

MARKET SHARE BY AREA:

Coca Cola is the world-

renowned soft drink and the company is currently
operating through out the world. The world wide total
is about 17.8 billion.

The operation review according to the segments is as

follows.

Operation Review

(2002 worldwide unit case volume by operating segment)

NORTH LATIN EUROPE & ASIA AFRICA
AMERICA
AMERICA MIDDLE EAST

30% 25% 22% 17% 6%

NORTH AMERICA

LATIN AMERICA

EUROPE & MIDDLE

EAST

ASIA

AFRICA

So the volume is least in the Africa and most in the North America. The data about
the market share of this company area wise is given in the following table.

The above table shows the geographical earning of the Coca Cola Company and
from this data; we can find out that the customers of Coca Cola are increasing which is shown by
the company’s per capita income. Unit case equals 24 eight-ounce servings. The column, which
shows the non-alcoholic beverages consist of commercially, sold beverages, as estimated by the
Company based on available industry sources. The country column is derived from

The Company's unit case volume while the industry column includes nonalcoholic
ready-to-drink beverages only, as estimated by the Company based on available industry sources.
Country Unit case growth Non- All commercial

alcoholi
Beverages
c

Drinks

10 year compound 5-year compound 2002 annual 2002 2002

annual growth annual growth growth

Compan Industry Compan Industry Compan Industry Compan Compan Comp

y y y y share y share any
per
capita

Incom
e

North 4 5 3 3 2 2 22 15 398
America

United 4 5 3 3 2 2 23 16 419
States

Latin 6 7 6 6 3 4 24 15 205
America

Argentin 7 4 6 2 7 2 20 10 236
a

Brazil 5 5 3 6 3 5 23 13 144

Chile 9 6 5 3 (2) 3 56 23 336

Mexico 7 10 8 9 2 5 22 18 462

Europe 6 3 5 3 2 4 12 6 72
& Middle
East

Eurasia 17 8 6 5 (14) 1 14 5 39

France 8 3 9 3 7 3 9 5 110

Germany 1 2 (1) 1 (6) 1 14 7 193

Great 8 2 11 2 8 3 17 6 193
Britain

Italy 1 3 4 3 2 2 9 6 104

Middle 12 12 7 5 4 8 8 3 17
East

Spain 6 4 8 5 4 4 17 12 264

Asia 7 6 6 7 10 7 14 5 23

Africa 7 6 8 3 10 6 34 11 34

In Asian population, which is the satisfied customer of Coca Cola, is approximately 3.2 billion and
the average consumer enjoys close to two servings of our products each month. Through an intense
focus on Coca-Cola, innovation and new beverages, the company has achieved volume growth of
10 percent in 2002. With developing economies and populations, this region has strong long-term
potential, and the company is building an exciting family of beverage brands in addition to
expanding the popularity of our core brands, led by Coca-Cola. In China, for example, sales of
Coca-Cola increased 6 percent. The total unit case sale of Coca Cola in Asia can be shown by the
following pie chart.

(Figure)
So the company is emphasizing more in this area and is trying to develop a strategy, which can
increase the growth of the consumption of Coca Cola by the people of Asia. Among the countries
of Asia, Japan has the highest percentage, which is about 29%. Among others, Pakistan, India and
Bangladesh are those countries where the average consumption is increasing day by day.
CHAPTER #3

SOCIAL RESPONSIBILITY
Corporate social responsibility:-

Corporate Social Responsibility projects within Coca-

Cola Sabco are chosen using a decentralized model
within a broad Group Corporate Responsibility Policy.
Each territory, and, in South Africa, each region chooses
the community project they would like to support, but are
called upon to justify their selections within the Group
Policy and Governance Processes. Additionally, the
Group Policy requires each operation to invest the
equivalent of at least one percent of its operating profit in
community projects.

The following section of the report intends to present some examples of how Coca-Cola Sabco
partners with its communities to provide support in areas where assistance is required. While Coca-
Cola Sabco often provides funding for projects, many of our employees devote their own time to
the initiatives we support and we thank them as well as the many people from the community
organizations we partner with. Their selfless devotion to securing the welfare of others helps make
the world a place that we can be proud to live in.

Health and Wellbeing

The Company’s operations conduct intervention programs that address

specific health risks, including HIV/AIDS, malaria and lifestyle diseases such as obesity. In
Nigeria, for example, Coca-Cola Hellenic provides HIV/AIDS education, voluntary counseling,
testing and anti-retroviral medicines together with government, the Global Business Coalition on
HIV/AIDS, Tuberculosis and Malaria, local NGOs and The Coca-Cola Company. Awareness
activities were extended in 2007 to reach 3,000 part-time employees, dealers, suppliers and
contractors. In Ukraine, all supervisors and managers were trained to manage HIV/AIDS in the
workplace during 2007.The Company’s Nigerian operations teach employees to prevent and
control malaria at work and at home. During 2007 a further 5,000 insecticide-treated nets were
provided for employees to use at home. Physical activity and nutrition education are the focus of
Company efforts in countries where obesity and lifestyle diseases are rising. New programs have
been launched in Greece, in addition to those in Hungary, Romania and Ireland.

A Fair and Ethical Workplace

As a participant in the UN Global Compact, Coca-Cola Hellenic

upholds internationally recognized labor and human rights standards and commits to fight
corruption. The Company’s Human Rights Policy and Equality of Opportunity Policy (available
on the Company website) are integrated into management training, and policies are widely
common Child labor is expressly prohibited, and appropriate checks are made during
recruitment. Approximately 90% of Company operations have implemented policies, and over
11,000 hours of training have been conducted to date.
CHAPTER #4

Swot &

Pest analysis
SWOT ANALYSIS:-
Coca-Cola Company is one of the leading MNC in the world. It has
made a remarkable growth since it origin and it has got a good potential in spite of various hurdles
coming its way. By going through its SWOT analysis we can know much more about the company.

STRENGTH:

The company has got various strengths, which leads the company be a market
leader. Some of the strengths listed below:

A) Strong product line:

The company has got various fast moving products which are going
great job in the market. These soft drinks not only quench thirst but also refresh everyone it
touches. One of the strong brands of the company is Coca-Cola, which specially doing well in the
Pakistan market. It has captured one of the major shares of the soft drink market.

B.) Advertising:

Advertising plays a major in promoting sales of the product. The company has
got one of the best advertising strategies. Appointing film actors, as the brand ambassadors, makes
a great impact on the mind of the customers. The company should try to launch more and more
advertising and sales campaigns to promote sales to the maximum

WEAKNESS:

As no man in this world is a complete man and so are the companies. Every
company has got weakness so as Coca-Cola Company too. Some of the weaknesses which the
company should overcome are as follows:

A.) Distribution network:

The company has got an average distribution network this is one of

the reason why the company fails to fulfill the demand of the customer at time of peak seasons. It
must go for some more bottling plants and should opt for better distribution channels to increase
the sales in the best possible manner.

B.) Pricing strategy:

The company has got a pricing strategy as there is no certainty of rising or fall
of price during the peak season. This also hamper the sales of the company as the retailers and
distributor get dilemma whether to place the next order or not as increase or decrease in price may
hamper their profit margin and blockage of the goods.

OPPORTUNITIES:

Instead of weakness and threats the company the company has got
various opportunities to which it has to go for. The opportunities for the company are as follows:

A.) Large Market:

As Pakistan is said to be one of the biggest market in the world, thus the
company survive for long and can expands to its length and width. Still there are thousand of
villages which have not been covered by soft drink companies. If the company targets the rural
market it can easily make large profits and thus can also satisfy its aim to benefit and refresh the
whole nation.

B.)Launch of other brands:

Coca- Cola Company has got more than 300 brands which are
running successfully over the world. Thus it can launch some more brands in the country, after
studying the demand and desire of the people and can deep its roots by winning their minds and
hearts.

THREATS:

Some of the threats which the can face:

(A) Competitors:
 One of the strong competitors of the company is Pepsi Co. thus it has to
formulate such strategies which make it to remain one step ahead and give a strong competition to
the competitors. Some of the other competitor in the path of growth to the company is the local
soft drinks manufacturers who play an active part at the time of peak season. The other local
refreshers like Amrat, Macca and fruit juice etc. which hampers the sales of the company.

(B) Govt. Policies:

The policies of the government also play a major role for the company.
The company can not perform well or in its own way by violating the rules of the government.
Thus if the government formulates some policies which creates hindrances in the working of the
company it will prove to be one of the major threats.

PEST ANALYSIS OF COCA-COLA:-

There are four variables, which we will discuss in our report, they are

POLITICAL VARIABLES

Political variables Strongly Some what No Some what Strongly

Effected Effect Effected
Effected Effected
++ +− −−
+ −

Effects of government NE
regulations &
deregulations

Effect of environmental YES

protection laws if any

Import and export NE

regulations

Effect of political NE
conditions in certain
countries of Coke

Any effect of election, YES

military take over,
Revolution at Coke

Conclusion of Political Analysis:

As far as the above table is concerned it could be seen that there are very little chances of “political
variables” to effect the coke’s production and selling behavior. In the “political variables” most of
the things are related to Governmental activities. So, they don’t leave any good or bad impact in
the Industry of coke.

And there are some exceptional things like: “environmental protection laws” they some what
effect the industry of Coke. From last two years Government is going to be really very much
conscious about the environment. But after making the adjustments in plants and applying the
proper way of wastage the chances of being affected by the “protection laws” are going to be
diminished. So it impact good for the Coke’s reputation. And the second thing in political variables
which effects Coke is “elections & military take over” Because in the days of elections and
marshal law’s condition the countries production in any field is declined. So it affects slightly the
revolution of Coke.

So “political conditions” are over all leave neutral effects on coke’s industry.

ECONOMICAL VARIABLES

Economical Variables Strongly Some what No Some what Strongly

Effected Effect Effected
Effected Effected
++ +− −−
+ −
 Do soaring interest rates YES
make business task any
harder

Any effect due to YES

inflation

Anything done to reduce YES

unemployment

Any effect of 11th NE

September 2001, incident
at Coke in Pakistan

Conclusion of Economical Analysis

It could be seen that “economical variables” highly

affects the Coke’s resolution. Economic factors are those actors who effect the production of any
industry. So, Coke is not the out of question. If the economic conditions of the country is not that
strong and Coke increases its Price in this situation. Then it would impact highly negative. And
inflation is also not a good position for any country’s production point of view. It also impacts
highly negative in the Coke’s production.

And as a country concerned like “Pakistan” where the unemployment rate is

very much high, the Coca-Cola system in Pakistan employs 1,800 people. During the last 2 years,
the Coca-Cola system in Pakistan has involved over $130 million (U.S).When we draw the
conclusion of “economic variables”. Then we come to know that if economic variables are in the
favorable position of country then they impact good other wise the impact highly bad.
 SOCIAL VARIABLES

Social variables Strongly Some what No Some what Strongly

Effected Effect Effected
Effected Effected
++ +− −−
+ −

Effects of advertisement of YES

Coke on Public popularity

How will do Coke’s YES

contribution affect charity
organizations of Pakistan

Has rising consciousness of YES

natural resources in people
effected your “save
environment activities.

CONCLUSION OF SOCIAL ANALYSIS

EDUCATION

The Coca-Cola Company has always believed that education is a powerful force in
improving the quality of life and creating opportunity for people and their families around the
world.

The Coca-Cola Company is committed to helping people make their dreams come true. All over
the world, we are involved in innovative programs that give hard-working, Knowledge-hungry
students books, supplies, places to study and scholarships. From youth in Brazil to first generation
scholars, educational programs in local communities are our priority.

ENVIRONMENT
 A large part or our relationship with the world around us is our
relationship with the physical world. While we have always sought to be sensitive to the
environment, we must use our significant resources and capabilities to provide active leadership
on environmental issues, particularly those relevant to our business. We want the world we share
to be clean and beautiful. We are always innovating to bring you different delicious beverages.
This same spirit of innovation comes alive in our environment programs. We’re committed to
preserving our environment, from use of more than $ 2 billion (U.S) a year in recycling content
and suppliers, and environment Management initiatives, down to very local neighborhood
collection and beautification efforts. Here’s a sample of what we’re doing in different communities
around the world regarding the conservation of water and natural resources, climate changes, waste
environment education.
The Coca-Cola system in Pakistan operates through eight bottlers. Four of which are majority-
owned by Coca-Cola Beverages Pakistan Limited (CCBPL).

COMMUNITY INVOLVEMENT:

In 2000, when eastern Pakistan suffered its worst droughts,

The Coca-Cola system initiated a famine-relief program to help victims and was the first private-
sector company to assist. The Coca-Cola system in Pakistan initiated a voluntary Hajj program
that allows one employee from each plant, selected through a draw, to be sent on the Holy
Pilgrimage to Mecca at the Company’s expense.

TECHNOLOGICAL VARIABLES

Strongly Some No Some Strongly

Technological Effected what Effect what Effected

variables
++ Effected + − Effected −−

+ −

Have business YES

 innovations
effectively
promoted your
business

Has the YES

government’s
regulations
ever hindered
in importing
technical
equipment

Does Coke YES

help in
promoting
paperless
environment

Conclusion of Technological Analysis

Of course business innovation leaves highly good

impacts in the business of Coke. As coke use more advance technology in its production process.
It will result in increment of their production through out the country. As far as the “governmental
hindrances” are concerned the impacts highly bad on coke’s production. Ever year when budget
in announced government taxes rates always shoot up. This approach of government decreases the
profit margin of Coke.

As the coke helping in promoting “paperless environment” .it impacts good, because computers
are the basic need of any person now a days. And though it’s a big industry thus it is promoting
the trend of paperless environment. And it is giving the way of other industries to come to new
technologies and into a new world of business. Through computers coke can increase the
efficiency of its business and can have up –to-date data about their productions.
CHAPTER#5

CONCLUSION &

RECOMMENDATIONS
RECOMMENDATIONS
After completing our project we have concluded some recommendation for the coca cola
company, which are following.

• Coca Cola Company should try to emphasis more on providing their infrastructure in the
market to facilitate their customers.
• According to the survey, conducted by the international firm Pakistani people like little bit
sweeter cola drink. So for this coca cola company should produce their product according
to the local demand.
• Marketing team should try to increase the availability of Coke in rural areas.
• They should also focus the old people.
• Now young generation has a trend to drink coke 2 regular bottles at same time, so providing
more satisfaction to them company should introduce ½ liter disposable bottle.
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