Subject: Management

Submitted By: Hassan Raza

Roll # 41412

Department: BBA-I

Submitted To: Mam Amina

Topic: Strategy Process

 Strategic Management Process

 Company: Coca-Cola
Our company started in 1886 and grew with a purpose
to refresh the world. This became refreshment not just in a physical sense but also in spirit, and not just
to refresh people but also communities.

Today, we are a total beverage company. We’re present in almost every beverage category, and we
have approximately 200 master brands. Over 700,000 people in our system help deliver those brands to
customers and consumers every day.

Defining 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.

 To refresh the world,

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

Defining Vision:

Our vision is to craft the brands and choice of drinks that people love, to refresh them in body and spirit.
And done in ways that create a more sustainable business and better shared future that makes a
difference in people’s lives, communities and our planet.

Defining Goals:

 LOVED BRANDS. We craft meaningful brands and a choice of drinks that people love and that
refresh them in body and spirit.
 DONE SUSTAINABLY. We use our leadership to be part of the solution to achieve positive change
in the world and to build a more sustainable future for our planet.
 FOR A BETTER SHARED FUTURE. We invest to improve people’s lives, from our employees to all
those who touch our business system, to our investors, to the broad communities we call home.
  Current Strategies

 Build a Portfolio for Every Occasion

- CONSUMER-CENTRIC PORTFOLIO
- Leverage Affordability to Drive Sustainable Sparkling Beverage Growth
- Capture New Consumption Occasions Through Portfolio Innovation
- Capitalize On Emerging Beverage Categories
- Prioritizing Customer & Consumer Safety

 Drive Overall Digital Transformation

- Advanced Commercial Analytics Platform
- Omni-channel Solution
- Dynamic Digital Trade Channels
- Customer-Centric Route-to-Market Models
- Digitalized SUPPLY CHAIN Management
- Digital Distribution
- Warehouse Optimization & Digitalization
- Talent Development
- Path TO DIGITAL
- CYBERSECURITY & INFORMATION SECURITY

 Ensure Business Sustainability

- CLIMATE ACTION On Climate Change
- CLEAN ENERGY in OPERATIONS
- Energy Efficiency, Clean Energy & Emissions Reduction
- Water Efficiency, Replenishment & Conservation
- WASTE & RECYCLING
- Innovative Packaging Development
- Post-Consumption Collection & Recycling
- ENVIRONMENTAL Performance
- SAFETY COMMITMENT
- Serious Injuries and Fatalities Management
- Sustainable Community Development

 Foster a Collaborative Culture

- CULTURAL & ORGANIZATIONAL TRANSFORMATION
- Performance, Succession & Mobility
- INCLUSION & DIVERSITY
- Flexible Benefits
- COMPREHENSIVE WELLBEING
- OCCUPATIONAL HEALTH
- Employee Support Program
  SWOT Analysis
Internal
Strengths
 Strong brand name and brand equity.
 Heritage of quality products and an
effective and involving role in corporate
social responsibility.
 Use of sophisticated marketing,
innovative mindset and customer insights.
 Strong financial and personnel resources
and remain focused on finding smarter
and faster ways to operate.
 International presence in many countries.
 Large workforce, complex structure, large
geographical footprint and diverse
markets.
 Strategic alliances with large number of
bottlers.
 Wide product portfolio cutting across any
markets.
 Consistent brand line extension.
 Good environmental record. Their goals
include reducing emissions, conserving
water and sources of their ingredients.
External
Opportunities
 One of the strongest, broadest and most
flexible portfolio in the beverage industry,
which means they have a product range
that can be deployed across high value
occasions and channels to capture
substantial growth opportunities.
 Can increase income levels in developing
markets.
 Diversification in the health and food
business
 High demand for packaged drinking water
 Growth through acquisitions
 Worldwide growing population
Weaknesses
 A wide product portfolio denies the
company specialization.
 Centralization of distributing network.
 Multinational operations create a threat
to harmony in an organization and add
an extra cost in running regional offices.
 Has failed to convert increased marketing
expenditure into complete dominance of
the market.
 The tight association with bottling
franchisers links the failures of bottlers in
certain markets to the mother company.
 Higher share of market than competitors
but lower sales profit.
 Lower reach than competitors in some
geographical areas (especially rural areas)
Threats
 Environmental concerns that threaten
the use of plastic packaging.
 The increased cost of production.
 High inflation rates that lead to high
pricing of products hence a fall in
demand.
 Competition from other players in the
industry.
 Political instability in various markets and
regions.
 PESTEL Analysis
Political
 Its presence
internationally exposes
the company to varying
political climates, which
the company has to
follow. As such, this
affects the harmony of
the company and
uniformity in
management in
different markets.
 Another general
political issue is political
instability in given
regions, where political
disturbances have
interrupted with
distribution and
marketing activities of
the company.
 Must adhere to local
and international health
and quality standards
Technological
 More competitors have
started to use AI for
helping in their
operations
management and
supply chains.
 Need to use more
efficient and advanced
machinery to cut power
costs.
 The brands need
research to develop
their products. The
more they can invest in
developing
infrastructure, the more
opportunity they get to
conduct good research.
Economic Social
 The current credit  More health-conscious
crunch has reduced the individuals are shunning
company’s market these conventional fizzy
share relatively. drinks for more natural
 The global high energy products in a fashion
prices have increased euphoria sweeping in
production costs. many industries
 High inflation rates that globally.
lead to high pricing of  The company’s brand
products hence a fall in presence for long in the
demand. global market does not
 Competition from other significantly change,
players in the industry. which seems to be a
 Loss of potential new marketing idea in
markets due to recent times.
government restrictions  Seasonal behaviors
and bans  Cultural trends in
 Foreign exchange rate various global locations
fluctuations  Demographics – ageing
 Payment of custom population
duties to various
countries while
supplying products to
bottlers
Legal Environmental
 The company has to  The use of plastic
abide by legal issues containers and bottles
pertaining to contracts is being lobbied against
with bottlers and by environmentalists.
advertising agencies.  The use of plastic in
 The company has to packaging calls for a
abide by competition more involving and
laws in different regions costly environmental
and markets. policy.
 Draining off ground
water
 The biggest consumer
of fresh water in the
world
 Challenges posed by
climate change
 Weather variations
affects the level of
customer patronage.
  Formulated Strategies

Corporate
 Increase consumer base by extending our reach by successfully getting more acquisitions and
partnerships in unexplored markets.

Operational
 Decentralization of the distribution network, so we can increase our reach to smaller and rural
areas which could substantially increase our sales and profit.
 Set contingency funds in case of major political or economic crisis.
 Introduce policies to successfully tackle against climate change.

Marketing
 Decrease our marketing expenditure where it cuts unnecessarily into profits.
 Improvise our marketing strategies to create a universal brand image.
 Ensuring of strong return on marketing expenditure.

Financial
 Increase our company’s standing by manufacturing of our own bottling factories.
 Reduce prices in high inflation markets where it doesn’t cut into our profits to maintain demand.
 Use lower amounts of sugars to decrease our costs and increase popularity among health
conscious individuals.

HR
 Engage employees more effectively into decision making for non-admin operations to improve
company’s image.

Research
 Research alternatives to plastic packaging.
 Enhance the use of AI in operations as well as research into better alternatives of existing raw
materials and machinery.
 Use alternatives to ground water where possible.
  Implement Strategy
The formulated strategies would be
implemented from (day) (month) in the company.

 Evaluation
If the implemented strategies were found
profitable in the future, we evaluate them as good. Otherwise they will be
considered bad and would be reversed.