Introduction to

International Business

Topic: Multi National

Company (Coca-Cola)
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 What is Multinational Corporation/Company (MNC)?

Multinational corporations participate in business in two or more countries.

Transnational business is considered diversifying the investment.

MNC can have a positive economic effect on the country where the business is taking place.

How a Multinational Corporation/Company (MNC) Works?

A multinational corporation, or multinational enterprise, is an international corporation whose

business activities are spread among at least two countries. Some authorities consider any
company with a foreign branch to be a multinational corporation; others limit the definition to
only those companies that derive at least a quarter of their revenues outside of their home
country.
 Advantages Disadvantages

 Innovations
 Political Corruption

Cultural Awareness
International Standard of living

Employment Opportunities at Local level

Monopolistic Market

Capital Flow
Inappropriate technology
COCA-COLA (as MNC)

Introduction to Coca cola:-

Coca-Cola is the leading global company of soft drinks. It sells its products in more than 200

countries around the globe. It generates 80% of its profit from outside the United States.

They have colossal brand recognition across the world.  From the survey, it is found that

around 94% of people across the globe are aware of the red and white logo of Coca-Cola.

We do not know the secret behind the success of Coca-Cola but in starting when coca-cola

company launch in 1886 in Atlanta, Georgia. The company sold 1.9 billion servings each

day, but if we look at past the data before 133 years shown that the company sold only nine

servings each day. Look how time changes. Coca-Cola uniquely designs its marketing

strategy, which gives a boost and gives broad global recognition.

 TARGET MARKETING OF COCA-COLA:-

They target young people age between10-35. They arrange different campaigns in universities, colleges,
Age schools, etc. in acquiring contracts.

For example, in America and China in America, the product demand reached a high level, and it is liked
Geographical by aged people too, and in China, the potential of growth is high, but it differs from habitat and needs
Segmentation
For example, Coca-Cola light is popular among females, especially among young girls, coke zero, and
thumbs up are popular among males due to its strong taste. They use different targeting strategies like in
Gender designing the coke zero packaging. They use red and black looks, which gives more masculine looks as
Segmentation compared to coke light

For example, company use glass bottles then plastic bottles and cans are utilized it becomes easy for
Technology people to bin them easily. It has the fastest 21 bottle line production in the world. 

The health-conscious people affect a lot of marketing of Coca-Cola products. They prefer the diet coke
Societal Factors over regular Coca-Cola, and many people switch from alcoholic beverages to non- alcoholic because it is
not suitable for health. 
 MARKETING STRATEGIES OF COCA-COLA

1 Product Strategy 4 Promotion Strategy

7 Global Outreach

2 Pricing Strategy 5 Classic Bottle

8 Localized Positioning

3 Place Strategye. 6 Company font and logo

design 9 Sponsorships
 INDIA
Startup Name Coca-Cola India
Headquarters Gurgaon,India
Industry Consumer Goods
Parent Company The Coca-Cola Company

Started Operating 1950

CEO Neeraj Garg

COCA-COLA INDIA- MISSION:

Coca-Cola’s mission statement is “to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our
brands and actions, and to create value and make a difference.”
 Coca-Cola India, Revenue and Growth
 Coca-Cola India's revenue from operations rose 2,741.54 crore in 2019-20, up
18.63% during 2019-20 as compared with Rs.2,310.92 crore a year ago.

Beverages major Coca-Cola India witnessed around 2 per cent fall in its consolidated
net profit to Rs 619.43 crore for the financial year 2019-20, according to data
provided by business intelligence platform Tofler.

The company had posted a net profit of Rs 632.26 crore in 2018-19

 NARTD (Non Alcoholic Ready to Drink) beverages have enormous growth

potential in India.

 Two of the Company's core sparkling brands - Thums Up and Sprite - are the
country's top-selling soft drink brands while brand Coca-Cola is one of the country's
fastest-growing sparkling brands, most recently reporting 27 percent growth in the
first quarter
 FINANCIAL DATA OF COCA-COLA COMPANY (IN
MILLION US DOLLAR)

2009

2010

2014

2015

2019

2020

0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000

NET OPERATING REVENUE NET INCOME

 SWOT ANALYSIS OF COCA-COLA

 SWOT analysis is the company's framework, and it is the abbreviation of strength, weakness, opportunities and threats.
 SWOT Analysis

Strength Weakness Opportunities Threats

• Brand Equity • Competition with Pepsi •Improvement in Supply Chain • Basic ingredient sourcing

• Company Value • Low product diversification • Packaged drinking water • Indirect companies

• Global Network • Not good for health • Market the lesser selling
product

• Huge market share • Developing Nations

• Good marketing strategies

 Coca-Cola India, Future Plans

Coca-Cola is working on reducing sugar content in beverages in three to four years

and has already reduced it in Thums Up and Maaza to below six grams.

“Most of our new products which were expanded come with sugar levels, which are
much below what has been prescribed by the WHO”.

Coca-Cola had earlier committed an investment of 1.7 billion by 2023 to grow what
it calls the fruit circular economy in India. As a part of this, it wants to invest in the
entire fruits supply chain—right from working with farmers to grow high-quality
fruits to processing them for fruit-based drinks and creating a line for finished
products to be marketed in India
THANK YOU