Professional Documents
Culture Documents
TABLE OF CONTENTS
i. Introduction
xiv. Recommendations
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INTRODUCTION:
Coca-Cola is a carbonated soft drink sold in the stores, restaurants, and vending machines of
more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is
often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the
United States since March 27, 1944). Originally intended as a patent medicine when it was
invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman
Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout
the world. The bottlers, who hold territorially exclusive contracts with the company, produce
finished product in cans and bottles from the concentrate in combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and
vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-
Cola bottler in North America and western Europe. The Coca-Cola Company also sells
concentrate for soda fountains to major restaurants and food service distributors.
The most common products produced by coca-cola are Diet Coke, Fanta, Sprite, Caffeine-Free
Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla,
and special editions with lemon, lime or coffee. Over the last 10 years, Coca-Cola has moved to
a regional operating strategy with centralized concentrate production facilities that reduce
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manufacturing costs. Coke's main manufacturing activities relate to elaboration of syrup, which
This is a manufacturing company which manufactures different type of products in the form of
beverages.
MISSION STATEMENT
Roadmap of the Coca-Cola Company starts with mission, which is enduring. It declares the
purpose as company and serves as standard against which the Company weighs its actions and
decisions.
Short Term: Live Positively is not a new initiative for Coca-Cola. Rather it’s an expression of
who they are and what they have been doing for almost 125 years to make a positive contribution
to the world. Coca-Cola now wants to do a better job of sharing and encouraging others to make
positive contributions in their own way. Live Positively is how coca-cola takes these efforts to
the next level – how they listen to what consumers tell them they want.
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Long Term: Sustainability is an integral part of Coca-Cola 2020 Vision, their roadmap for
winning together with their bottlers. Coca-Cola has defined its long-term goals as:
i. Water Goal: To safely return to communities and nature an amount of water equivalent to
iii. Climate Goal: To use the best possible mix of energy sources while improving energy
iv. Beverage Benefits Goal: To quench every thirst and need; provide and tailor beverages
for every lifestyle, life stage and life occasion based on individual needs; and offer
quality products and information consumers can trust all the time.
v. Active, Healthy Living Goal: To improve the health of their employees and their
vi. Workplace Goal: To foster open environments, as diverse as the communities Coca-Cola
serve, where workplace rights are respected and people are inspired to create superior
f. Moderate caffeine.
a. Negative Publicity
d. It ruins your teeth, makes you fat, causes you to burp, and too much carbonation is bad.
f. It has no nutrition, elevates your blood sugar and sucks the calcium out of your bones.
g. It contains phosphoric acid, Phosphoric acid doesn't let calcium to fix in the bones;
h. Too gassy.
i. Too much of the consumption is bad for your teeth, bones, stomach and causes cellulite
Opportunities
Acquisitions intensce competition: For the last one year, Coca-Cola has been aggressively
adopting the inorganic growth path. During 2006, its acquisitions included Kerry Beverages,
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(KBL), which was subsequently, reappointed Coca-Cola China Industries (CCCIL). Coca-Cola
acquired a controlling shareholding in KBL, its bottling joint venture with the Kerry Group, in
Hong Kong. The acquisition extended Coca-Cola’s control over manufacturing and distribution
joint ventures in nine Chinese provinces. In Germany the company acquired Apollinaris which
sells sparkling and still mineral water in Germany. Coca-Cola has also acquired a 100% interest
in TJC Holdings, a bottling company in South Africa. Coca-Cola also made acquisitions in
Australia and New Zealand during 2006. These acquisitions strengthened Coca-Cola’s
international operations. These also give Coca- Cola an opportunity for growth, through new
increase the company’s capacity to penetrate international markets and also gives it an
Competitors:
Pepsi is usually second to Coke in sales, but outsells Coca-Cola in some markets. Around the
world, some local brands compete with Coke. In South and Central America Kola Real, known
Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to
Coca-Cola. In the French region of Brittany, Breizh Cola is available. In Peru, Inca Kola outsells
Coca-Cola, which led The Coca-Cola Company to purchase the brand in 1999. In Sweden,
Julmust outsells Coca-Cola during the Christmas season. In Scotland, the locally produced Irn-
Bru was more popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to
outpace its sales. In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink
Thums Up. The Coca-Cola Company purchased Thums Up in 1993. As of 2004, Coca-Cola held
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a 60.9% market-share in India. Tropicola, a domestic drink, is served in Cuba instead of Coca-
Cola, due to a United States embargo. French brand Mecca Cola and British brand Qibla Cola,
popular in the Middle East, are competitors to Coca-Cola. In Turkey, Cola Turka is a major
competitor to Coca-Cola. In Iran and many countries of Middle East, Zam Zam Cola and Parsi
Cola are major competitors to Coca-Cola. In some parts of China Future cola is a competitor. In
Slovenia, the locally produced Cockta is a major competitor to Coca-Cola, as is the inexpensive
Mercator Cola, which is sold only in the country's biggest supermarket chain, Mercator. In Israel,
RC Cola is an inexpensive competitor. Classiko Cola, made by Tiko Group, the largest
Laranjada is the top-selling soft drink on the Portuguese island of Madeira. Coca-Cola has stated
that Pepsi was not its main rival in the UK, but rather Robinsons drinks.
Threats:
Substitute of coca-cola products are bottled water, sports drinks, coffee and tea. Bottled water
and sports drinks are increasingly popular with the trend towards health conscious consumers.
There are growing number and varieties of water and sports drinks that appeal to different
consumer tastes. They are advertised as healthier than soft drinks. In addition, coffee and tea are
competitive substitutes because they provide caffeine. Soft drinks can be substitute with coffee.
Low switching cost for the consumer makes the threat of substitute products very strong.
suppliers. Although coca-cola does not have any bottling, the company owns about 36 percent of
coca-cola Enterprise. The rest of coca-cola enterprise is a publicly traded company. This is the
largest bottler in the world. Since coca-cola own the majority of the bottlers. It looks like those
particular bottlers do not have much bargaining power. This result in tension between coca-cola
and its increasing power independent bottlers like coca-cola enterprise. Coca cola enterprise
holds 80 percent of the US market as well Europe. The operational and distributional complexity
due to new product introduction is affecting the bottom line of the bottlers. Some bottlers have
even refused to carry new products. This conflict with bottlers can be a major threat to coca-cola.
New entrants to the industry are not a strong competitive pressure to the soft drink industry.
Coca-cola and PepsiCo dominate with their strong brand name and superior distribution channel.
In addition the soft drink industry is fully saturated. New growth is small. This makes it very
difficult for new unknown entrants to start competing against the existing established firms.
Other barrier to new entrants is the high cost of labors, warehouse, trucks and economies. Now
entrants cannot compete on price without economies of scale. Therefore new entrants are not a
Coca-Cola Company is the world's biggest drinks company, controlling more than half the
global market in carbonated soft drinks as well as a substantial chunk of the non-carbonated
segment. It owns four of the world's five best-selling soft drinks. Its principal brand is of course
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Coca-Cola itself, the world's best-known and most valuable brand. But the company also sells
almost 500 other beverage brands ranging from variants like Diet Coke and sister products such
as Fanta and Sprite to a vast range of carbonated and non-carbonated juice-based drinks, bottled
waters, iced teas and coffees. Increasingly Coca-Cola has found that its sheer size works against
it. Competition authorities now watch the company's every move, while market saturation and
economic downturns in both emerging and mature markets caused sales growth to stall for more
than a decade. Since 2006, though, the company's performance has begun to sparkle once again.
Advertising Age estimated global measured advertising expenditure of $2.7bn in 2008, making
The competitive state of an industry is a key factor in determining how firm develops their
strategies to earn profit overtime. Even thought the nature of competition differs significantly
between industries. Competition in the soft drink industry is determined by its own particular
structure.
The Coca-Cola Company needs to implement some policies to do well. The company needs
The implementation of the above policies will see the company continue to expand as well as
maintain its current market share. There is a need for the company to revise its strategies in line
with overseas staffing policy to make sure that, staff levels are in line with demand as well as the
prevailing market conditions. On the other hand, the company needs to ensure that ,it constantly
maintains a positive public image in line with its vision as well as developing a policy towards
negative publicity resulting from its mistakes or unfair targeting by its competitors .
Based on the statistics collected in 2009 the daily demand for the Coca-Cola products is 1.6
billion servings. This is clear indication of the company growth and the customer’s satisfaction.
The 17 analysts offering 12-month price forecasts for The Coca Cola Co have a median target of
69.00, with a high estimate of 75.00 and a low estimate of 64.00. The median estimate represents
At The Coca-Cola Company, quality is more than just something we taste, or see, or measure or
manage. Quality shows itself in our every action; it encompasses everything we do. From
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processing to packaging to pouring, anything less than 100 percent quality is unacceptable. Our
consumers throughout the world deserve the highest quality beverages we can produce.We
measure key product and package quality attributes to ensure our beverage products in the
marketplace meet Company requirements and consumer expectations. Consistency and reliability
are critical to our product quality and to meeting global regulatory requirements and Company
standards. The global nature of our business requires that the Coca-Cola system has the highest
standards and processes for ensuring consistent product safety and quality -- from our
To ensure such consistency and reliability, the Coca-Cola system is governed by The Coca-Cola
Management System (TCCMS). TCCMS is our integrated quality management program, which
holds all of our operations system wide to the same standards for production and distribution of
our beverages. It guarantees the highest standards in the management of product quality, the
TCCMS has endorsement from all leadership throughout the Coca-Cola system. It guides our
product safety and quality by integrating and aligning business and quality objectives with
including more rigorous demands when planning new product and service introductions;
incorporating Hazard Analysis and Critical Control Points (HACCP) into our system standards;
and defining problem-solving methodologies and tools to drive continuous product safety and
quality improvements.
To stay current with new regulations, industry best practices and marketplace conditions, we
consistently reassess the relevance of our product safety and quality guidelines in TCCMS.
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Given the increased awareness of the importance of food safety, not only in manufacturing but
also throughout the entire supply chain, we are refining our requirements to further ensure that
Each business within the Coca-Cola system must establish, implement, document and maintain a
In 2007 and 2008, Coca-Cola Company's Global Product Quality Index rating was 94.5, the
company highest-ever value. Coca-Cola 2008 Company Global Package Quality Index rating
increased to 91.2 from 90.4 in 2007, also reaching the company’s highest-ever value.
Handling of materials: 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
Another raw material increasingly used by the soft-drink industry is aspartame, a sweetening
agent used in low-calorie soft-drink products. Until January 1993, aspartame was available from
just one source -the NutraSweet Company, a subsidiary of the Monsanto Company- in the United
Coke managers have long held 'power' over sugar suppliers. They view the recently expired
has a very loyal workforce, minimal turnover, and a strong tendency to promote from within.
Overall, Coke provides attractive compensation; places a major emphasis on employee training
and indoctrination into "the Coke way" so that employees worldwide share a similar
understanding of and appreciation for what the product stands for and seeks to be in the
consumer's mind. Coke places a lot of emphasis on having its people "think globally, but act
locally; respond daily to competitive situations; serve customers and consumers with a passion".
The Coca-Cola Company provides a real friendly environment in all its production factories. The
presence of Coca-Cole in 200 countries makes it little difficult having people with different
backgrounds, cultures and social ethics. But with a history of a century and the polices of the
OPERATIONS ISSUES
With revenues in excess of $24 billion Coca-Cola has a large scale of operation. Coca-Cola is the
largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups
in the world. Coco-Cola is selling trademarked beverage products since the year 1886 in the US.
The company currently sells its products in more than 200 countries. Of the approximately 52
billion beverage servings of all types consumed worldwide every day, beverages bearing
trademarks owned by or licensed to Coca-Cola account for more than 1.4 billion.
The company’s operations are supported by a strong infrastructure across the world. Coca-Cola
owns and operates 32 principal beverage concentrates and/or syrup manufacturing plants located
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throughout the world. In addition, it owns or has interest in 37 operations with 95 principal
beverage bottling and canning plants located outside the US. The company also owns bottled
water production and still beverage facilities as well as a facility that manufactures juice
concentrates. The company’s large scale of operation allows it to feed upcoming markets with
RECOMMENDATIONS:
Looking towards the future, the most important recommendation to Coca-Cola is continuing
product innovation and expansion of their product line. The soft-drinks industry is fully saturated
with competitors. Also, the industry is no longer expanding, and market share is actually
decreasing as more consumers are looking to healthier options. By continually introducing new
products, Coca-Cola will be able to increase their profits and allow the company to continue to
grow. Also, having a diverse product line will make the corporation very stable, which is
A second recommendation would be to sustain or increase the global market share. Coca-Cola is
very well-established globally, and is the global soft-drinks leader. This is very important to
sustain because it is the source of the majority of their profits. If they lose global market share,
A final recommendation for Coca-Cola is to maintain and try to increase their brand loyalty. Diet
Coke has the second highest brand loyalty of all the soft-drink competitors’ brands, and solid
advertising campaigns will help maintain the brand loyalty. They can also strive to obtain higher
brand loyalty in all other brands, not solely Diet Coke. The brand loyalty is important because it
will allow Coca-Cola to sustain profits and maintain their market share.
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Works Cited
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http://www.ameribev.org/variety/facts.asp
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http://www.cadburyschweppes.com
Datamonitor. (2005, May). Global Soft Drinks: Industry Profile. New York. Reference Code:
0199-0802.
Hein, Kenneth. (2004). Brand Loyalty 2004. Retrieved February 12, 2006 from
http://www.brandkeys.com/news/press/102504Brandweek.Loyalty.pdf
Murray, Barbara. (2006a). The Coca-Cola Company. Hoovers. Retrieved February 13, 2006,
http://premium.hoovers.com/subscribe/co/factsheet.xhtml?ID=10359
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http://premium.hoovers.com/subscribe/co/fin/comparison.xhtml?ID=10359
PepsiCo Inc. (2004). 2004 Annual Report. Retrieved February 17, 2006 from
http://www.pepsico.com
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http://www.beverage-digest.com/pdf/top-10_2005.pdf
The Coca-Cola Company. (2004). 2004 Annual Report. Retrieved February 17, 2006 from
http://www.cocacola.com
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