OBJECTIVES

• To know the core values, vision and mission

missio n

• To understand the internal and external

environment in which Coca Cola operates.

• To understand the future prospects of

different products

• To identify
identif y and characterize the different
growth strategies
strategies used by Coca Cola

• To know about the Coca-Cola Company’s

strategies
strategies management process
 COMPANY OVERVIEW

Type Soft Drink (Cola)

Manufacturer The Coca- Cola Company

Founder (s) John S. Pemberton

Pemberton

Country of Origin United States

Introduced 1886

Area Served Over 200 countries

Flavors Cola, Cola Green Tea, Cola Lemon, Cola

Lemon Lime, Cola Lime, Cola Orange and
Cola Raspberry.

Employees 92,400
• Coca-Cola was first sold to the public in
Atlanta at Jacob’s Pharmacy
• Only 9 servings of the soft drink were sold
each day
• Sales for the first year were only $50
• Today it has 3000 brands-200 nations
 VISION

• 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

difference by helping build and
support sustainable communities.

• Profit: Maximize long-term return to shareowners while being mindful of our

overall
overall responsibilities

• Productivity: Be a highly effective, lean and fast-moving organization.

 MISSION

• To refresh the world in body, mind and spirit

• To inspire moments of optimism through our brands and our actions
• To
To create value and make a difference
di fference everywhere we engage.

VALUES

• Leadership: The courage to shape a better future

• Collaboration: Leverage collective genius
• Integrity: Be real
• Accountability: If it is to be, it's up to me
• Passion: Committed in heart and mind
• Diversity: As inclusive as our brands
• Quality: What we do, we do well
 1894 was the first time Coca-Cola was bottled

1894- early 1900s 1905-1916 1915- today

 EXTERNAL ENVIRONMENT

POLITICAL
ANALYSIS

ENVIRONMENTAL
ANALYSIS ECONOMIC
ANALYSIS

PESTLE
ANALYSIS

LEGAL SOCIO-
ANALYSIS CULTURAL
ANALYSIS

TECHNOLOGY
ANLYSIS
 INDUSTRY ANALYSIS
• The food and beverage industry encompasses harvesting,
processing, milling, packaging, transport and distribution of
products to consumers.
• In 1999, the value of food and beverage industry shipments
reached an estimated $487 billion.
• The needs that customer might be seeking to satisfy are:
∙ Physiological: the need of special food items
∙ Economic: the need for good value for the price paid
∙ Social: a friendly atmosphere, to express feelings frankly
∙ Psychological: the need for enhancement of self‐esteem
∙ Convenience: the desire for someone else to do the work.