Group Name: Fusion.

SN Name ID
01 Sakib Md. Nazmus 08-09830-1
02 Islam Nazmul 07-08977-2
03
04
Introduction
Coca-Cola Company is the world’s leading
manufacturer, marketer and distributor of non-
alcoholic beverage concentrates and syrups, used to
produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning
operators, distributors, fountain retailers and fountain
wholesalers.
History of Coca-cola
(from 1886 to 21 century)
st

Coca-Cola® originated as a soda fountain beverage in

1886 selling for five cents a glass. Early growth was
impressive, but it was only when a strong bottling
system developed that Coca-Cola became the world-
famous brand it is today.
5-Forces
Analysis
1. Buyer Power
2. Threat of New
Entry
3. Supplier Power
4. Threat of
Substitution
5. Competitive
Rivalry
Buyer Power
Individual consumers are the ultimate buyers of soft
drinks. However, Coke and Pepsi's real 'buyers' have
been local bottlers who are franchised -or are owned,
specially in the case of Coke- to bottle the companies'
products and to whom each company sells its
patented syrups or concentrates.
Threat of New Entry
According to industry experts, this makes the
likelihood of potential entry by new players quite low,
except perhaps in very localized situations that matter
little to Coke or Pepsi.
Supplier Power
The principal raw material used by the soft-drink
industry in the United States is high fructose corn
syrup, a form of sugar, which is available from
numerous domestic sources. The principal raw
material used by the soft-drink industry outside the
United States is sucrose. It likewise is available from
numerous sources.
Threat of Substitution
Numerous beverages are available as substitutes for
soft drinks. Citrus beverages and fruit juices are the
more popular substitutes. Availability of shelf space in
retail stores as well as advertising and promotion
traditionally have had a significant effect on beverage
purchasing behaviour.
Competitive Rivalry
The soft-drink business itself is highly competitive. In
any part of the world in which Coca-Cola does
business, demand for soft drinks is growing at the
expense of other commercial beverages.
Lacking
Negative publicity in India and Pakistan.
Inventory turnover decreased by 13.29%
Return on equity decreased by 40.50%
Sluggish performance in North America Coca-Cola’s
performance in North America was far from robust
Collection form debtors decreased by 15.68%.
Conclusion
The Coca Cola Company has a very rich history and
spread over the world, the study in this report tells us
that Coca Cola Company should pursue an aggressive
strategy. Coca Cola Company has a strong
competitive position in the market with rapid growth.
Further company should integrate with other
companies, acquisition of potential competitor
businesses, innovation in branding and aggressive
marketing strategy can bring long term profitability.