The document provides information about a case study on Coca-Cola including objectives, company overview, vision, mission, values, external environment analysis, industry analysis, company analysis, strategies, competitors, and strategic formulation. It discusses Coca-Cola's history, products, financials, growth strategies, and comparison to competitor Pepsi. The document analyzes Coca-Cola's strengths, weaknesses, opportunities, threats and positions products in the BCG matrix.

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2. OBJECTIVES
• To know the core values, vision and mission
• To understand the internal and external
environment in which Coca Cola operates.
• To understand the future prospects of
different products
• To identify and characterize the different
growth strategies used by Coca Cola
• To know about the Coca-Cola Company’s
strategies management process

3. COMPANY OVERVIEW
Type Soft Drink (Cola)
Manufacturer The Coca- Cola Company
Founder (s) John S. Pemberton
Country of Origin United States
Introduced 1886
Area Served Over 200 countries
Flavors Cola, Cola Green Tea, Cola Lemon, Cola
Lemon Lime, Cola Lime, Cola Orange and
Cola Raspberry.
Employees 92,400
Servings per Day 1.6 Billion

4. • Coca-Cola was first sold to the public in
Atlanta at Jacob’s Pharmacy
• Only 9 servings of the soft drink were sold
each day
• Sales for the first year were only $50
• Today it has 3000 brands-200 nations

6. VISION
• 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.

7. MISSION
• To refresh the world in body, mind and spirit
• To inspire moments of optimism through our brands and our actions
• To create value and make a difference everywhere we engage.
VALUES
• Leadership: The courage to shape a better future
• Collaboration: Leverage collective genius
• Integrity: Be real
• Accountability: If it is to be, it's up to me
• Passion: Committed in heart and mind
• Diversity: As inclusive as our brands
• Quality: What we do, we do well

8. Coca-Cola Bottles
1894 was the first time Coca-Cola was bottled
1894- early 1900s 1905-1916 1915- today

9. EXTERNAL ENVIRONMENT
POLITICAL
ANALYSIS
ENVIRONMENTAL
ANALYSIS ECONOMIC
ANALYSIS
PESTLE
ANALYSIS
LEGAL SOCIO-
ANALYSIS CULTURAL
ANALYSIS
TECHNOLOGY
ANLYSIS

10. INDUSTRY ANALYSIS
• The food and beverage industry encompasses
harvesting, processing, milling, packaging, transport and
distribution of products to consumers.
• In 1999, the value of food and beverage industry shipments
reached an estimated $487 billion.
• The needs that customer might be seeking to satisfy are:
∙ Physiological: the need of special food items
∙ Economic: the need for good value for the price paid
∙ Social: a friendly atmosphere, to express feelings frankly
∙ Psychological: the need for enhancement of self‐esteem
∙ Convenience: the desire for someone else to do the work.

11. PORTER’s FIVE FORCEs MODEL
Potential
entrants
Threat of
new entrants
Bargaining power Industry competitors
of suppliers
Suppliers Buyers
Rivalry among Bargaining power
existing firms of buyers
Threat of
substitutes
Substitute
products

12. COMPANY ANALYSIS
REVENUE
years 2011 2010 2009 2008 2007
Revenue 46.54B 35.12B 30.99B 31.94B 28.86B
Gross profit 28.33B 22.43B 19.90B 20.57B 18.54B
operating income 10.15B 8.499B 8.231B 8.446B 7.252B
Net income 8.572B 11.81B 6.824B 5.807B 5.981B

13. coca cola pepsi.co others
5%
35%
60%

14. Product Portfolio of CCI

15. others
15% coca cola
17%
kinley
11%
sprite
10%
thums up
36%
limca
11%

16. STRATEGIES
• Differentiated Marketing
• Customer satisfaction
• Endorsement of celebrities
• Reasonably priced
• Consumer connecting advertisements
• Availability in every local market

17. Future plans
• Increasing the per capita consumption of its
beverages
• Expanding its distribution networks
• Leading the beverage revolution in India

18. COMPETITORS

19. Competitors Analysis
• Competitors: PepsiCo, Parle Agro Products
• Pepsi gives tough fight with almost similar
investment, advertisement, Strategies and
Products
• Parle resurges with refreshing drinks as Appy
Fizz, Fruity, LMN
• PepsiCo also has a snack product line including
Lays, Cheetos and Quaker OAT’s
• PepsiCo provide carbonated drinks, Fruit Drinks
and Packaged Drinking Water.

20. Comparison of financial highlights
COMPANY NAME Coca cola Pepsi.co
Profit Margin 33.768046 10.958194
Asset Turnover 0.577 1.071
Return on Assets 19.506218 11.736928
Earning Per Share 5.12 3.97

21. Comparison b/w Coke vs. Pepsi
slice
cola 20%
pepsi 35%
45%
thum mazza
sup 80%
20%
mirinda
25%
fanta
75%

22. lemon
mirinda 7up
20% 25%
sprite
limca
75%
80%
Aquafina
20%
evervess kinley
50% 50%
kinely
80%

24. STRATEGIC FORMULATION

25. STRENGTHS
- Strong brand image
- Financially stable
-Strong distribution channel
-Heavy promotional
activities
-70% revenue-outside USA WEAKNESS
-Health care issues.
-Product offering restricted to
beverages
-Inability to launch new
product.

26. OPPORTUNITIES
- Large domestic market
-Export potential
-- Alliances and Merges
THREATS
- Changing consumers
preference
-legal issues
-competition (Pepsi)
-Large number of substitutes
- Increased prices of raw
materials

27. BCG MATRIX OF COCA-COLA

28. Question
Mark
HIGH
STAR
BUSINESS
GROWTH
RATE
LOW CASH DOG
COW
HIGH LOW
MARKET SAHRE

30. REFERENCES
• http://heritage.coca-cola.com/
• http://en.wikipedia.org/wiki/Coca-Cola
• www.tonylea.com/2007/coca-cola-case-study/
• http://inventors.about.com/od/sstartinventio
ns/a/soft_drink.htm
• http://globaledge.msu.edu/industries/food-
and-beverage/