BY: JOLEFE S.

DALUPAN
AIRA JENEVA C. BOLASCO
KLESTER VIANA
11-ABM
BACKGROUND
 Coca-Cola history began in 1886 when the
curiosity of an Atlanta pharmacist, Dr. John S.
Pemberton, lead him to create a distinctive
tasting soft drink that could be sold at soda
fountains . He created a flavored syrup, took it
to his neighborhood pharmacy, where it was
mixed with carbonated water and deemed
“excellent ” by those who sampled it . Dr.
Pemberton’s partner and bookkeeper, Frank M.
Robinson , is credited with naming the beverage
“ Cola –Cola” as well as designing the
trademarked, distinct script still used today .
STATEMENT OF THE
PROBLEM
How can a company that
has been so successful in
past will continue to grow
at a steady pace while
under control of a new
CEO?
STATEMENT OF THE OBJECTIVES

To Increase Coca- Cola Company

Operating Income
THE COCA-COLA COMPANY
MISSION
Our mission is:
o To refresh the world in mind, body
and spirit.
o To inspire moments of optimism and
happiness through our brands and
actions.
o To create value and make a
difference.
THE COCA-COLA COMPANY VISION
To achieve our mission, we have developed a set of
goals, which we will work with our bottlers to deliver:
 People: Inspiring each other to be the best we can
be by providing a great place or work
 Portfolio: Offering the world a portfolio of drinks
brands that anticipate and satisfy people’s desires
and needs
 Partners: Nurturing a winning network of partners
and building mutual loyalty
 Planet: Being a responsible global citizen that
makes a difference by helping to build and support
sustainable communities
THE C0CA-COLA
STRENGTHS
 Strong brand image
 Largest market share
 Strong brand portfolio
 High customer loyalty
 Extensive distribution network
 Investment in marketing
advertising
THE COCA-COLA WEAKNESSES

Competitive pressure from rival brand

pepsi.
o Low product diversification

o Currency fluctuations

o Low presence in health drinks

o Water management issues

THE COCA-COLA OPPORTUNITIES

 New opportunities in growing markets

 Product diversification

 Packaged water
THE COCA-COLA THREATS
Increased competition from the less known
brands.

o Increased costs of labor and raw

material

o Movement towards health drinks

ASSUMPTION
ALTERNATIVE COURSES OF
ACTION

TARGET
EXPANSION YOUNG
AUDIENCE
Analysis to each Solution
EXPANSION TARGET YOUNG
AUDIENCE

a. Advantage: Increase a. Advantage: Increase in

Profit. Publicity, People Profits
who do not enjoy coke
may like new products. b. Disadvantage: May not
be effective for adults
b. Disadvantage: Cost,
Risk of Failure
 CONCLUSION
Targeting young audience is the best solution,
This shows that the Coca-Cola company is
able to keep up with the new generation.
Also, it’s almost risk free because they already
have a loyal consumers. If this fails, the worse
that could happen is that they will not have new
consumers and
Lastly, Media has a high impact on the younger
generation so the chances of this solution to be
a success is high.
ACTION PLAN

ACTIVITIES PERSON IN COST TIME FRAME

CHARGE

CREATE NEW COCA-COLA $500,000,000 3-5 YEARS

PRODUCT COMPANY
MANAGEMENT

NEW PRODUCT MANAGEMENT $1,000,000 3 MONTHS

DESIGN DESIGNERS