B.Com (hons) ..Class assignment

1.  TITLE: COCA COLA
 NAME : SAFAR BAIG nd FIDA AHMED
 CLASS:B.COM (HONS)-V
 SUBJECT:HUMAN RESOURCE
MANAGEMENT
 MINHAJ UNIVERSITY LAHORE

2. INTRODUCTION
THE PRESENTATION IS BASED ON HISTORY, MISSION,
VISION, ORGANIZATIONAL STRUCTURE AND
MANAGEMENT FUNCTIONS AND SWOT ANAYLYSIS OF
COCA COLA COMPANY

3.  Introduction of the Company
 The Coca Cola Company is one of the
biggest manufacturers, distributers and
marketers of beverages in the world. . Coca
Cola offers more than 400 brands in
approximately more than 312 countries.

4. COCA-COLA’S HISTORY
 Invented in May of 1886 by Dr. John Styth
Pemberton
 First glass sold for 5 cents at Jacob’s
Pharmacy in Atlanta
 May 29, 1886- first newspaper advertisement
pronounced it “Delicious and Refreshing”

5.  Coca Cola Company started its business in
Pakistan in 1953, with the brands
 Coca Cola
 Sprite
 Fanta
 The name of the company was “Coca Cola
Beverage Pakistan Limited”. The company
was result of a joint venture between The
Coca Cola International, Fraser and Neeves
Singapore and Pakage ltd. It acquired many
local bottling companies Pakistan, recently
most of the bottling companies have been
acquired by the company and now it has
switched its attention to boost up their shares
in Pakistani market.

6.  Plants of the company in Pakistan
 There are many plants of the Coca Cola
Company in whole over Pakistan. The
plants are in Karachi, Hyderabad, Multan,
Gujranwala, Sialkot, Faisalabad, Rahim
Yar Khan and Lahore.

7.  Mission, Vision and Values
 The company is facing a huge numbers of
challenges from all over the world. Competitors
are making brand new strategies to come close
or defeat the company. If the company wants
to flourish them in the future, they must look
forward and should understand the direction of
the business in the market and make their
mind for future. The company should become
aware about what is going to come in front of
them in the future and how will they be able to
tackle the situation. Their vision for next ten
years is about to create a long term destination
program for their business which will also
provide them a “Roadmap” for wining from their
bottling competitors.

8.  Mission
 a. To refresh the world.
 b. To inspire moments of optimism and
happiness.
 c. To create value and make difference.”

9.  Vision
 “ We will become the best and biggest anchor bottler in the
world”.
 a. People: Be a great place to work where people are
inspired to be the best they can be.
 b. Portfolio: Bring to the world a portfolio of quality beverage
brands that anticipate and satisfy people desires and needs.
 c. Partners: Nurture a wining network of consumers and
suppliers, together we create mutual, enduring value.
 d. Planet: Be a responsible citizen that makes a difference
by helping build and support sustainable communities.
 e. Profit: Maximize long term return to shareowners while
being mindful of our overall responsibilities.
 f. Productivity: Be a highly effective, lean and fast moving
organization.”

10.  Organizational Design
 Before the nineties the Coca Cola company
was having the centralize system of control in
it, but after sometime they realized that if they
had to meet the demands of the customers
they should adopt the decentralized system in
which the authority of decision making is
distributed between different managers so that
the every sector can be managed effectively.
This system was implemented in the nineties
by the company’s board of directors. Now the
organization is having two groups who are
responsible for operating:
 • Bottling Investments
 • Corporate

11.  Operating groups are also divided by
different regions i.e. Africa, Asia, Middle
East, European Union, Latin America,
North America etc. All the divisions are
further divided into geographical regions.
This allows the local market to involve in
decision making, due to this the
organization responds quick to the
changing demands of the market, this
helps the upper level managers to
concentrate on the long term planning of
the organization.

12.  The company’s corporate division is filled
with different departments which are as
follow:
 Finance Department
 Human Resource Department
 Marketing Department
 Innovation Department
 Planning Department

13.  Organization Structure
 94,800 employees are currently working in
the Coca Cola Company. According to the
organizational chart there are five hierarchical
levels at the corporate level.
 Managing Director (MD)
 Human Resource Managers
 Marketing Manager
 Finance Manager
 Production Manager
 Quality Manager
 Administrator Manager

14. SWOT ANALYSIS
 Coca cola is a brand which is present in
households, shops, hotels, offices, etc. You
name it, and the place would have heard of
Coca cola. Coca cola has many products in
its arsenal. Here is the SWOT analysis of
Coca cola.

15. STRENGTHS IN THE SWOT OF COCA COLA –
 Brand Equity – Interbrand in 2011 awarded
Coca cola with the highest brand equity award.
Coca cola with its vast global presence and
unique brand identity is definitely one of the
costliest brands with the highest brand equity.
 Company valuation – One of the most
valuable companies in the world, Coca cola is
valued around 79.2 billion dollars. This valuation
includes the brand value, the numerous
factories and assets spread out across the
world and the complete operations cost and
profit of Coca cola.

16.  Fantastic marketing strategies – Coca
cola unlike Pepsi always tries to win
peoples heart. Where Pepsi’s target is
continuously changing, and is targeted
towards youngsters, Coca cola targets
people of all ages. The targeting is also
done by celebrities who are well liked – for
example – Amitabh Bacchan, Sachin
tendulkar, Aishwarya Rai, Aamir Khan etc
 Customer Loyalty – With such strong
products, it is natural that Coca cola has a
lot of customer loyalty. The products
mentioned above like Coca cola and Fanta

17.  Distribution network – Coca cola has the
largest distribution network because of the
demand in the market for its products. On the
other hand, due to this successful distribution
network, Coca cola has been able to
command such a high market presence.

18.  Absence in health beverages – If you
watch the news, you would know that
obesity is a major problem affecting
people nowadays. The business
environment is changing and people are
taking measures to ensure that they are
not obese. Carbonated beverages are one
of the major reasons for fat intake and
Coca cola is the largest manufacturer of
Carbonated beverages. The inference is
that the consumption of beverages in
developed countries might go down as
people will prefer a healthy alternative.

19. WEAKNESSES IN THE SWOT OF COCA COLA
 Competition with Pepsi – Pepsi is a thorn in
the flesh for Coca cola. Coca cola would have
been the clear market leader had it not been for
Pepsi. The competition in these two brands is
immense and we don’t think Pepsi will give up
so easily.
 Product Diversification is low – Where Pepsi
has made a smart move and diversified into the
snacks segment with products like Lays and
Kurkure, Coca cola is missing from that
segment. The segment is also a good revenue
driver for Pepsi and had Coca cola been
present in this segment, these products would
have been an additional revenue driver for the

20.  Water management – Coca cola has faced
flak in the past due to its water management
issues. Several groups have raised lawsuits
in the name of Coca cola because of their
vast consumption of water even in water
scarce regions. At the same time, people
have also blamed Coca cola for mixing
pesticides in the water to clear contaminants.
Thus water management needs to be better
for Coca cola.

21. OPPORTUNITIES IN THE SWOT OF COCACOLA
 Diversification – Diversification in the health
and food business will improve the offerings
of Coca cola to their customers. This will also
ensure that they get better revenue from
existing customers by cross selling their
products. The supply chain which is
distributing their beverages can also
distribute these snacks thereby sharing the
load of Supply chain costs.

v

22.  Developing nations – Although
developed nations have a high presence
of Coca cola, these countries are slowly
moving towards healthy beverages.
However developing countries are still
being introduced to the delight of
carbonated drinks and soft drinks.
Countries like India which are developing
and have a hot summer, find the
consumption of cold drinks almost doubled
during summers. Thus the higher
consumption in developing business

23.  Packaged drinking water – With hygiene
becoming a major factor in the consumption
of water, Packaged drinking water has found
its way into peoples mind. Coca cola has a
presence in the packed drinking water
segment though Kinley. Although Kinleys
expansion is slow as of now, Kinley has a
huge potential of expansion. Thus Coca cola
as a company should focus on the expansion
of Kinley as a brand and take it up to Bisleri ‘s
level of trust.
 Supply chain improvement – Supply chain
can be a major cost sink hole with the
transportation costs always rising. Coca

24.  Market the lesser selling products – In the
product portfolio of Coca cola, there are
several products which have not found
acceptance in the market. Coca Cola needs
to concentrate on the marketing of these
products as well. It is understood that Coca
cola has made several expenses to launch
these products. Thus, the marketing and
subsequent rise of sale of these products will
help revenue of Coca cola.

25. THREATS IN THE SWOT OF COCA COLA
 Raw material sourcing – Water is the only
threat to Coca cola. The weakness of Coca
cola was the suspected use of pesticides or
vast consumption of water. However, the
threat here is that water scarcity is on the
rise. With the climate changing, and regions
of various countries facing scarcity of water,
sooner or later someone might raise fingers
on beverage companies. Thus, Water
sourcing is an axe which can fall anytime on
the head of Coca cola. If water is limited or
rationed, Coca cola can experience a major

26.  Indirect competitors – Coffee chains like
Starbucks, Café coffee day, Costa coffee are
on the rise. These chains offer a healthy
competition to Coca colas carbonated drinks.
They might not be a big competition for
Coke, but they do give a dent to its beverage
market. Similarly, health drinks like Real and
Tropicana as well as energy drinks like Red
bull and Gatorade are stealing away the
market share indirectly.

27. Thanks all class