Vision, Mission & Objectives
Porter's 5 Forces
Coca-Cola Life Cycle
Coca-Cola history began in 1886 when the curiosity of
an Atlanta pharmacist, Dr. John S. Pemberton, led 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 "CocaCola" as well as designing the trademarked, distinct
script, still used today
A leading manufacturer,
distributor and marketer of
concentrates and syrups
The company owns or
licenses more than 500
It operates in more than 200
The company is
headquartered in Atlanta,
Our vision serves as the framework for our road
map and guides every aspect for our business by
describing what we need to accomplish in order
to continue achieving sustainable , quality
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
Profit : Maximize long-term return to shareowners
while being mindful of our overall responsibilities.
Productivity : Be a highly effective, lean and fastmoving organization
Our Roadmap start with our mission, which is
enduring. It declares our purpose as a company and
serves as the standard against which we weigh our
action and decisions.
To refresh the world.
To inspire moments of optimism
To create value and make a difference .
The main objectives for the Coca-Cola Company are
To be globally knows as a business that
conducts business responsibility and ethically.
To accelerate sustainable growth to operate in
To maximize share owner value over time.
To maximize long-term cash flow
To ensure the strongest and most efficient
production, distribution, and marketing
By having these objectives , it forms the
foundations for companies in decision making
*Stability of government ( after 25th Jan. and
* Attitude towards foreign companies
*Energy cost &availability
*Wages ( Low labor cost
Medium to High
Power of Buyers
Threat of New Entrants: Medium Pressure
Economies of scale
Product differentiation (variety)
Access to distribution channels
Threat of Substitute: Medium to High pressure
Availability of substitutes
Coca-cola doesn’t really have an entirely unique
flavor. In a blind taste test, people can’t tell the difference
between Coca-Cola and Pepsi.
Bargaining Power of Buyers: Low pressure
The individual buyer has small pressure on
Large retailers, like Carrefour, have bargaining
power because of the large order quantity, but
the bargaining power is lessened because of
the end consumer brand loyalty.
Bargaining Power of Suppliers: Low pressure
Raw materials of soft drink industry include CO2,
water, sugar, syrup, plastic, glass, tins, etc.
Amount purchased from supplier
Suppliers forward integration
Rivalry Among Competition : High Pressure
Strong marketing and advertising
Bargaining power over suppliers
Corporate social responsibility
Strong distribution channels
Low profits in strong areas
Decline in cash flow
Supply is restricted
Significant focus on carbonated
6. Brand failures or many brands
with insignificant amount of
7. Carbonated drinks have bad
1. Bottled water consumption growth
2. Increasing demand for healthy food
3. Growth through acquisitions
Changes in consumer preferences
Negative health effect
Decreasing gross profit and net
5. Competition from PepsiCo
6. Saturated carbonated drinks
Degree of Differentiation
Coca-Cola has more than Life Cycle , on which had a new products
and in the same time they are on the Maturity stage
Coca-Cola should try to have product differentiation for carbonated drinks through R&D
Coca-Cola should spend more R&D on avoiding bad physical effects of carbonated drinks.
Coca-Cola should focus on non carbonated drinks as bottled water and healthy drinks
Coca-Cola should start producing new products rather than beverages as food and snacks
to enter a new life cycle
Coca-Cola should think about Vertical Integration :
- Backward Integration: Produce raw Material
- Forward Integration : Distribution ( Coca-Cola Stores )
Coca-Cola's distribution channel is mostly through retails. Whereas the competitors also
concentrates more on Restaurants and Coffee shops. Coca-Cola should try to increase
their distribution in these areas .
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