report on Coca Cola

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Executive Summary
The scope of the projectis to discuss the culture, differentstrategiesadopted and
applied by ‘Coca Cola’, Pakistan. From the last month or so our group is in the
processof a continuousresearch on ‘Coca Cola’.
Moreover the projectalso discusses the Culture, competitive strategy, Productlife
cycle and strategies for creating competitive advantage adopted by ‘Coca Cola’.
We will to add the projectwill provide the readersand listeners very high profile
information aboutthe marketing strategiesas a whole and also aboutthe Coca
Cola Company. In the end we hope that the projectwill resultvery profitable for
the readersand Coca Cola. Your feedback in the end either critical or substantial
will be very highly appreciated.

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Table of Content
Topics Page No.
Mission & Vision Statement 03
Introduction, History (international & local) 03
Competitive Strategies for Coca-Cola Companies 05
The Product Life Cycle of Coca-Cola 06
Some other information and different strategies of Coca-Cola
Company:
07
SWOT Analysis of Coca Cola: 09
Conclusion and Evaluation 12
Recommendations: 12

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Our 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.
Our Vision:
Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.
 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 by helping build and support
sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.
Introduction:
The focus of this report is basically to analyze the different management functions at Coca cola
beverages Pakistan limited Karachi. These functions include planning, organizing, leading and
controlling.
History:
International:
Coca-Cola laid the foundation of the beverage industry when it was formed in May 1886 in
Atlanta. However it was not until 1895 that the idea of selling coke in bottles was introduced.
With the passage of time Coca-Cola gained popularity and its product began to get recognized
internationally. Thus from its mere beginning in 1886 Coca-Cola has now been transformed into
a strong multinational with its product being currently recognized all over the world. Coca-Cola,

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in fact, has now become one of the most famous and widely consumed brands in the world. It
has not only established its footings in the beverage industry but is currently heading the list of
the most financially sound companies in the world.
Pakistan:
Although Coca-Cola is not a new name for the local market, Coca-Cola Beverages Pakistan
Limited (CCBPL) began its operations on 26 May 1996 in Pakistan. Coca-Cola Beverages Private
LTD (CCBPL) is a joint venture between Coca-Cola International, Fraser and Neeves Singapore
and Package Ltd. Initially it acquired National Beverages LTD Karachi and later acquired
International Beverages LTD Hyderabad .In May 1996 Fraser and Neeves, a Singapore based
bottler of Coke, bought off the local bottlers in Karachi. Not long after it went on to acquire the
bottling plants in Hyderabad as well. Since then coke has made an impressive impact on the
local market by increasing its availability as well as its volume share. CCBPL has decided to
expand its operations in Pakistan by buying other bottlers all over Pakistan. Implementing their
plans of acquisitions of other plants they have recently acquired all the plants in Pakistan as
they are inclined to give more attention to increase the market share in Pakistani market.
Coca-Cola Pakistan Bottler:
Coca-Cola Pakistan entered the Pakistani market in 1953, with the first plant being set up in
Karachi. For several years, the bottling operations were conducted by independent franchisees.
Then in 1996, Coca-Cola Beverages Pakistan Limited (CCBPL) was established to acquire all the
bottling plants and operate these to the highest standards of quality for which Coca-Cola is
well-known, throughout the world. The acquisition process was completed in 2006 and CCBPL
thus became the sole organization holding all manufacturing and selling rights of Coca-Cola
products in Pakistan.
CCBPL plays a key role in maintaining the quality, ensuring availability and driving the sales of all
Coca-Cola brands marketed in Pakistan. At the end of 2013 it was operating 6 bottling plants
and 13 warehouses throughout the country, serving a population of more than 180 million

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people through an extensive network of distributors, retailers and key accounts. Currently
almost 50% shares, along with management rights of CCBPL lie with Coca-Cola Içecek (CCI), the
sixth largest Coca-Cola bottler in the world. CCI has a presence in 10 countries including
Azerbaijan, Iraq, Jordan, Kazakhstan, Kyrgyzstan, Pakistan, Tajikistan, Turkey and Turkmenistan.
CCBPL thus manufactures, packages, merchandises and distributes the produced branded
beverages. As the bottling company, CCBPL is also responsible for developing local networks, so
that the end product reaches the consumer in its best quality. This includes customer
development, market investment, order collection, delivery and lastly cash collection.
64 years of refreshment in Pakistan:
Coca cola Beverages Pakistan has a very narrow product range. It has the following brands in
Pakistan:
 Coca-Cola introduced in Pakistan 1953
 Fanta introduced in Pakistan 1965
 Sprite was introduced 1972
 Diet Coke & Fanta Lemon 2001
These products are sold in the market in different sizes of bottles. These sizes are available for
all its products:
 250ml
 250 ml (Non Returnable)
 300ml
 1 liter
 1.5 liter pet
Competitive Strategies for Coca-Cola Companies:
For a company to be successful it must be competition oriented. A good competition strategy
should focus on the weaknesses of the competitor but avoiding the strengths. The company
then launches attacks against the weak points of the competitor. This would enable one
company to gain a competitive advantage against the other companies. For example Coca-Cola
and Pepsi, two similar companies competing for the same market can employ these strategies
to outdo each other.
Differentiation is a marketing strategy where a company produces goods that are different
from those offered by other companies. Coca-Cola for instance may decide to produce products
different from those of Pepsi by simple modification of the ingredients. Coca-cola can increase

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the quality of its products and therefore can charge slightly higher prices. This would make it
stand a high chance of winning the consumer’s confidence. The high premium charged covers
the additional cost of production.
In cost focus, Coca-Cola may notice it wise to charge low price on the same product some
sections of the market. This strategy is usually associated with large scale production
companies with products accepted to the majority of consumers. The company may decide to
label differently the same product and low prices tagged for the benefit of specific consumers.
This would lead to more sale hence can outdo PepsiCo in the same market environment.
The Product Life Cycle of Coca-Cola:
 The introduction stage:
1. Created during the spring of 1886 by Dr. John S. Pemberton.
2. It was first introduced as a soda fountain drink.
3. Placed on sale for 5 cents a glass.
4. Pemberton’s partner and bookkeeper, Frank M. Robinson suggested C.S would look
good in advertising, which led to the name “Coca-Cola”.
 The Growth Stage:
1. In 1888, Pemberton Sold Coca-Cola to as a Chandler.
2. Chandler formed the Coca-Cola Company in 1892 and by 1895 Coca-Cola was being
drunk in every state across America.
3. As demand grew, production increased and Coca-Cola was made available in bottle
rather than just through soda fountains.
 The Maturity Stage:
1. Coca-Cola is currently in this stage.
2. To extend its mature stage Coca-Cola has developed the following marketing strategies
product improvement, new model were developed, and it entered new market
segments, and enlarged its distribution channels.

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Some other information and different strategies of Coca-Cola
Company:
4P’s Marketing Strategy and Social Responsibility:
Company exactly not follows 4P’s marketing strategy. Company work with their business needs.
By marketing Surveys (tap customer needs and wants), R&D department report to production
department then other P’s will follow. In Pakistan people like non branded water to fulfill their
desire, that’s why Coca-Cola Company not properly follows the 4P’s strategy. Coca-Cola gives (2
Million Rupees) aid to SOS villages for their home and also provides free water to them.
Competitive Advantage:
The Competitive advantage of Coca-Cola is Quality, Coca secret formula, operations and their
lean management system. They do not compete with other branches. They work independently
in sale but coordinate with each other. There are 8 to 10 hub of Coca-cola bottlers in Pakistan
but they works like a team and inter transfer of employees is also exercise in it.
Employment Laws:
Coca-Cola follows local law as well as international law of employment. In local law it follows
like (Labor law, environmental law etc) and in international level it follows (Discipline, safety
measures, COBC ‘Code of business conduct’ and etc). Mostly at international level Coca-Cola
made only the internal policies and laws according to its decorum. But at local level it follows
the external /legal provision regarding business in host country.
Risky operations and political instability affect:
Now no one is likely to be very risky because every firms every operation is insured. But in some
cases the loss is not claimed, then most risky operations of the plant is Production and

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Warehouse. To minimize the risk Coca-cola now makes the production line is fully automatic.
And according to its nature of business (Beverage) the political instability cannot too much
affect its business operations.
Future Plans:
There are some future plans of the Coca-Cola as under:
 Company improves its Market share in Pakistan.
 Company becomes the benchmark for their competitors in next 4 to 5 year.
 (Multan Coca-Cola Beverage Pakistan Limited) is the latest and one of the best bottler in
Pakistan.
 They focus toward the Sustainability.
Brand Awareness:
Having low promotional strategies that most of their customers are unaware of their brands
mostly they mix their brands with Pepsi, they feel that Sprit and Fanta are the brands of Pepsi
but in actual these are the brands of Coca-Cola Company they are facing these problems due to
having low promotional strategy so that the unaware of its brands.
Low value of share:
Coca-Cola company having a share of about 31% which is lower than its competitors i.e. Pepsi
having market share of 42% involve in more promotional strategies as compared to Coca-Cola.
Fake Bottling:
Fake bottling in Pakistan is one of the major problems being faced by the company. This
problem not only affects the sale volume and profit margins but also brand value and loyalty of

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the customers. The profitability Coca-Cola company gain, ultimately that part of gain goes to
fake bottle producers, who running their business in the name of company.
SWOT Analysis of Coca Cola:
SWOT stands for Strengths Weakness Opportunities Threats. I have here SWOT analysis of Coca
Cola, which would be highly beneficial for you to know about one of the Leading Beverage
Manufacturer in World.
Strengths:
 Brand Value $77,839 Billion.
 International Trade.
 Customer Loyalty.
 A lot of Finance.
 Brand obvious and easily recognized.
 The product's angel is loaded with over-romanticizing, and this is an angel abounding
humans accept taken acutely to heart. The Coca-Cola angel is displayed on T-shirts, hats,
and collectible memorabilia.
 This acutely apparent branding is one of Coca-Cola's greatest strengths. "Enjoyed added
than 685 actor times a day about the apple Coca-Cola stands as a simple, yet able
attribute of above and enjoyment" (Allen, 1995).
 Additionally, Coca-Cola's bottling arrangement is one of their greatest strengths. It
allows them to conduct business on an all-around calibration while at the
aforementioned time advance a bounded approach. The bottling companies are locally
endemic and operated by absolute business humans who are accustomed to advertise
articles of the Coca-Cola Company. Because Coke does not accept absolute affairs of its
bottling network, its basic antecedent of acquirement is the auction of apply to its
bottlers.
Weaknesses:
 Word of mouth
 lack of popularity of many Coca Cola’s brands
 Most unknown and rarely seen
 result of low profile or non-existent advertising
 health issues

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 Weaknesses for any business charge to be both minimized and monitored in adjustment
to finer accomplish abundance and ability in their business's activities, Coke is no
exception.
 Although calm business as able-bodied as abounding all-embracing markets are
advancing (volumes in Latin America were up 12%), Coca-Cola has afresh appear some
"declines in assemblage case volumes in Indonesia and Thailand due to bargain
customer purchasing power."
 According to a commodity in Fortune magazine, "In Japan, assemblage case sales fell 3%
in the additional division [of 1998]...scary because while Japan generates about 5% of
common volume, it contributes three times as abundant to profits.
 Latin America, Southeast Asia, and Japan annual for about 35% of Coke's aggregate and
none of these markets are assuming to expectation.
 Coca-Cola on the added ancillary has furnishings on the teeth which is an affair for
bloom care. It as well has got amoroso by which connected bubbler of Coca-Cola may
could cause bloom problems. Being absorbed to Coca-Cola as well is a bloom problem,
because bubbler of Coca-Cola circadian has an aftereffect on your physique afterward
few years.
Opportunities:
 many successful brands to pursue
 advertise its less, but popular products
 More Brand recognition
 Cast acceptance is the cogent agency affecting Coke's aggressive position.

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 Coca-Cola's cast name is accepted able-bodied throughout 94% of the apple today.
 The primary affair over the accomplished few years has been to get this name cast to be
even bigger known. Packaging changes accept as well afflicted sales and industry
positioning, but in general, the accessible has tended not to be afflicted by new
products.
 Coca-Cola's bottling arrangement as well allows the aggregation to yield advantage of
absolute advance opportunities about the world. This action gives Coke the befalling to
annual an ample geographic, assorted area.
Threats:
 changing health-consciousness attitude
 legal issues
 Health ministers
 Competition (Pepsi) Changing user demand for competitor drinks.
 Increased competition in carbonated drinks industry.
 Local brands indifferent countries selling patriotism.
 Currently, the blackmail of new applicable competitors in the carbonated bendable
alcohol industry is not actual substantial.
 The blackmail of substitutes, however, is an actual absolute threat. The bendable
alcohol industry is actually strong, but consumers are not necessarily affiliated to it.
Possible substitutes that continuously put burden on both Pepsi and Coke cover tea,
coffee, juices, milk, and hot chocolate.

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Conclusion and Evaluation:
Since 1886, when John S. Pemberton started off with selling Coca-Cola, this company has been
constantly growing and has leaped forward to becoming the biggest beverage company in the
world. Though Coca-Cola has not experienced a substantial rise in revenue figures in the past 10
years, yet it hits the top spot in sales of non-alcoholic beverage across the world. It seems as
Coca-Cola will tend to hold this position as it successfully satisfies customer needs and specific
markets. Coca-Cola has been determined to increase its revenues by 200% by the year 2020.
Keeping in mind the obesity and other health concerns, Coca-Cola aims to devise a strategy that
would take the company to greater heights. That strategy is to develop into an internationally
recognized business.
The first area where Coca-Cola’s strategy focuses on is concerted growth. Being dominant in the
beverage industry enables the company to secure a larger percentage of the non-alcoholic
section. The second area is product development; Coca-Cola’s penetration in the fluid milk
market in recent months reinforces this point.
This strategy of Coca-Cola is in-line with both the industry and remote environment. Within the
industry environment, the company has brand equity and effective marketing strategies that
enables it to control the carbonated drinks market. In the remote environment, Coca-Cola can
grasp the opportunity of introducing healthier products in its portfolio considering the health
trend popularity. With gradual recovery from recession and an expected 3% rise of overall
global growth, Coca-Cola can follow this growth trend and magnify its revenue.
Coca-Cola’s strategies are designed carefully so as to be harmonious with its culture, leadership
and structure. Since Coca-Cola’s organizational structure is a divisional one, this enables
effective communication throughout the entity allowing the goal of doubling its revenue to be
achieved. Muhtar Kent (CEO) believes in diversity which leads to team members
communicating effectively.
The company utilized marketing and product innovation to implement its functional strategies.
Campaigns such as “Share A Coke” were primarily developed to boost sales and increase
customer value, leading to higher revenues.
Recommendations:
After completing our project we have concluded some recommendation for the coca cola
company, which are following:
 Coca Cola Company should try to emphasis more on providing their infrastructure in the
market to facilitate their customers.

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 According to the survey, conducted by the international firm Pakistani people like little
bit sweeter cola drink. So for this coca cola company should produce their product
according to the local demand.
 Marketing team should try to increase the availability of Coke in rural areas.
 They should also focus the old people.
 Now young generation has a trend to drink a coke two regular bottles at same time, so
providing more satisfaction to them company should introduce ½ liter disposable bottle.