Presented By:

Bhanu Chander Gupta (141321)

Madasu Ramesh (141328)
Sharmistha Dey (141343)
Vikas Rawat (141350)
Chandana Varma (141356)

COCACOLA- INTRODUCTION
Logo
Industries
served

Beverage (more than 500 brands)

Geographic
areas served

Worldwide (more than 200 countries)

Headquarters

Atlanta, Georgia, United States

Current CEO

Muhtar Kent

Revenue

US$45.998 billion (2014) 1.83% decrease over

US$46.854 billion (2013)

Profit

US$7.098 billion (2014) 17.31% decrease over

US$8.584 billion (2013)

Employees

129,200 (2015)

Main
Competitors

PepsiCo Inc., Dr Pepper Snapple Group, Inc.,

Unilever Group, Mondelez International, Inc.,
Groupe Danone, Kraft Foods Inc., Nestl S.A.
and many other companies in the beverage

HIERARCHY OF
STRATEGIC INTENT

Vision
Mission
Goals
Objectives
Plans

The framework within which

firms
operate,
adopt
a
predetermined direction and
attempt to achieve their goal
is provided by a strategic
intent.
The hierarchy of strategic
intent covers the vision,
mission, business definition,
business model and the
goals and objectives.

For Coca-Cola, strategic intent has been to put a Coke

within arms reach of every consumer in the world

 It describes aspirations for the future without specifying the

Vision means that will be used to achieve those desired goals.
It is a statement of fundamental and unique purpose of an
organization that sets an business apart from other firms of its
Mission type and identifies the scope of the business's operations in
product and market terms.

Goal

Just as mission statement try to make vision more specific,

goals are attempt to improve and organization's performance
by making mission statements more concrete.

Objectives are the end towards which organizations and

Obejectiv individual activities are directed.
es

Plan

It is the process of evaluating all relevant information and the

assessment of probable future development results in the
statement of a recommended course of action plan.

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
suppliers, together we create mutual, enduring value.

and

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.

THE COCA COLA COMPANY MISSION

To refresh the world in mind, body and spirit
To inspire moments of optimism and happiness through our brands
and actions
To create value and make a difference.

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

NVIRONMENTAL APPRAISAL
Political Analysis and
Factors
Changes in laws and regulations

Changes in non-alcoholic business era

Political conditions, specifically in international
markets
Ability to penetrate emerging and developing
markets

Technological Analysis and

Factors

The efficiency of a company's advertising,

marketing, and promotional programs
Packaging design
New equipment
New factories

Economic Analysis and

Factors
1. During the recession of 2001, most of the
governments took aggressive actions to turn
the economy around by 2002.
2. Coca-Cola took note of this, and realized that
loan interest rates would likely rise as the
economy returned.Thus, they took out low-cost
loans in 2001 to fund growth in 2002. They
used the loans for research and development
on new products to capitalize on in a strong
2002 economy.
3. Currently, as global growth is slowing, CocaCola may be watching for a similar opportunity.

Social Analysis and Factors

1. The majority of people in Europe are showing
increasing interest in healthy lifestyles. That
has strongly influenced the sales within nonalcoholic beverage sector as many customers
switch to bottled water and diet colas such as
Coca-Cola Light or Zero.
2. Time management is a concern for 43 percent
of all households, a percentage that has
increased over the years.
3. Customers from ages 37 to 55 are concerned
with their nutrition. They are more concerned
about life choices that will impact their life
expectancy. That will continue to affect the
non-alcoholic beverage sector by increasing
the demand for healthier drinks.

ORGANIZATIONAL
APPRAISAL
Organizational Appraisal is the process of monitoring an
organizations internal environment to identify strength
and weaknesses that may influence the firms ability to
archive goals

Identifying Strength and Weaknesses

Core Competencies
Identifying Opportunities and threats
Strategic Cost analysis

1. Significant focus on carbonated drinks

2. Undiversified product portfolio
3. High debt level due to acquisitions
4. Negative publicity
5. Brand failures or many brands with
insignificant amount of revenues
1. The best global
brand in the
world in terms of
value ($77,839
billion)
2. Worlds largest
market share in
beverage
3. Strong marketing
and advertising
4. Most extensive
beverage
distribution
channel
5. Customer loyalty
6. Bargaining power
over suppliers
7. Corporate social
responsibility

S
T
R WEAKNESS
E
N
SWOT
G ANALYSIS OP
PO
T
RT
H
UNI
THREAT
TY

1. Bottle water
consumption
Growth.
2. Increase in demand
of healthy food and
beverages.
3. Growing Beverages
consumption in
emerging markets.
4. Growth through
acquisition.

1. Changes in consumer preferences

2. Water scarcity
3. Strong dollar
4. Legal requirements to disclose negative
information on product labels
5. Decreasing gross profit and net profit
margins

BUSINESS LEVEL
STRATEGY

Business level strategy is concerned with a

companys decisions applied in creating and
enhancing business activities that offer a
competitive advantage against the competitors.

Business level strategies are made after an

evaluation of the product line, competition and
the target market among other factors; which in
turn influence the distribution and promotion
channels.

CORPORATE LEVEL STRATEGIES OF

Coca-Cola

The Coca-Cola Company has one of the most

valued brands in the world alongside Google and
Apple.

The Coca-Cola brand has taken decades to build,

which has been possible due to a corporate
strategy that is well accustomed to the mission
of the company.

The entitys mission statement asserts that The

Coca-Cola Company is committed in refreshing
the world, inspiring happiness and optimism and
in creating a difference and value.

DIFFERENTIATION
STRATEGIES

There are many bases on which a product can be

differentiated but Coke has differentiated its product on
the following base:
Product Differentiation: Coke differentiates its
product from its competitors on the basis of brand,
quality and taste.
Image Differentiation: Logo is used for image
differentiation. Logo is what establishes a brand
name in the consumer mind. It is the brands
identification, signature and image.

PROMOTIONAL STRATEGIES
Price Strategy Trade Promotion
Coca Cola Company gives incentives to middle men or
retailers in way a that they offer them free samples and free
empty bottles. By this these retailers and middle man push
their product in the market.

Sale Promotion
Coca Cola Company also does sponsorships with different
college and school's cafes and sponsors their sports events
and other extra curriculum activities for getting market share.

Getting shelves
Coca Cola gets or purchase shelves in big departmental
stores and display their products in those shelves in that style
which show their product clearer and more attractive for the
consumer.

COMPETITIVE STRATEGIES
Marketing
Innovation
Globalization

Thank You!!

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