Premium Essay



Submitted By potterr
Words 4631
Pages 19


Group Case Study Project

The Coca-Cola Company

Tsang Hoi Ki Chan Ho Yin Fung Tsun Wai Chan Ka Po Yuen Sze Wing Chan Tai Hoi Yan Yue Kan

(200826001H, (200826002H, (200826004H, (200826019H, (200826020H, (200826027H, (200926024E,



This paper is a strategic analysis of The Coca-Cola Company (Coca-Cola), a leader in the beverage industry. Coca-Cola, the world’s leading soft drink maker, operates in more than 200 countries and owns or licenses more than 500 brands of nonalcoholic beverages.

The company faces challenges in today’s market because of market changes, socio-economic changes and globalization. An external analysis of the soft drink industry is performed to understand the impact of environment. An internal analysis of Coca-Cola is performed to understand the internal capabilities.

The conclusion of this case study emphasizes that the company needs to reduce its dependence on carbonated beverage and diversify its product portfolio into the noncarbonated sector to remain competitive.


Table of Contents

Abstract .............................................................................................................................. 2

Section 1: Introduction ................................................................................................... 5 1.1 1.2 1.3 Mission and Objectives ........................................................................................ 6 Past and Present .................................................................................................... 7 Products and Competency .................................................................................. 11

Section 2: Internal Analysis

Similar Documents

Free Essay

Supply Chain Management

...A Report on Supply Chain Management System of Agora Acknowledgement The success of this report depends on the contribution of number of people specially my group members who have shared their thoughtful guidance and suggestions to complete this report First; we express our sincere gratitude to our honorable course teacher Mr. Mahabubur Rahman for his valuable contribution to the preparation of this report. He has been gracious enough to spare time out from his busy schedule for giving us all the necessary assistance throughout the entire period of the report writing time. Without his valuable suggestion and help this report might not have been a comprehensive one. We would like to give special thanks to Mr. Harunur Rashid, Head of finance & accounts of Agora for giving us time from their very busy office work to discuss the things & have guided us by giving useful suggestions and providing us data and relevant information for completing this report. We would also like to thank  Mr. Bajan saha, accounts manager of  Agora for giving us some important information about the official procedure and inspiration techniques of Agora to complete this report. They shared their practical experiences and talk about their loyalty and commitment towards the organization. .All of our group members supported each other, throughout the making of this report and completing it successfully. We have done some group discussions, where we shared each other‘s views on the different...

Words: 5471 - Pages: 22

Free Essay

Karma Cola - Coke in India

...WORKING PAPER No.186 KARMA COLA - COKE IN INDIA By Y.L.R. Moorthi Kevin Lane Keller April 2002 Please address all correspondence to: Y.L.R. Moorthi (Assoc. Prof. (Marketing) Visiting Professor (Tuck School) Indian Institute of Management Bangalore - 560076, India Email: (tUl June 1,2002) or Kevin Lane Keller E.B. Osborn Professor of Marketing Amos Tuck School of Business Dartmouth College 100 Tuck Hall Hanover, NH 03755-9011 Ph: 603-646-0393 (o) 603-646-1308 (f) Email: KARMA COLA - COKE IN INDIA ABSTRACT This article is an application of the customer-based brand equity (CBBE) model (Keller, 2001) to Coke in the United States and India, It shows that Coke, the brand, is interpreted differently in US and India. In US, Coke's awareness stretches beyond its immediate consumers. It is usedfunctionally as a substitute for water. Its home consumption is high. It is seen as a brand with heritage ami many customers and non-customers relate to it Hence there is greater bonding between the brand and the customer. In India, by contrast Coke's knowledge and appeal is limited to the urban elite and youth. It is consumed more for aspirational than functional reasons. Home consumption is not as high as it is in the United States, It is a brand to which a limited number of people relate. Loyalty is more to the cola flavor them Coke. In short, Coke is viewed very differently in India as compared to tin United States. This paper examines...

Words: 986 - Pages: 4

Free Essay

Csr of Pepsi

...given company time, logistics and funding to work with Human Resources on socially responsible projects and relevant activities of their choice. As stakeholders, they identify specific societal concerns in their neighborhoods that need to be addressed.          Pepsi employees are often among the first to deliver aid in times of calamity. Instead of having a Christmas party, the Naga plant management committee and Bukluran Council launched the Sagip Buhay sa Albay Relief Operations to give aid to those affected in 2006 by Typhoon Reming in Albay. In 2004 the STRO Bukluran Council distributed 330 grocery packages and 140 boxes of Pepsi products to typhoon victims in Infanta, Quezon. In 2006, the Bukluran Council of Tanauan and the Leyte Pepsi-Cola Employees Union (LEPCEU) distributed food and clothing packages to the 150 families who were fire victims in Tacloban City. Pepsi employees performed scores of individual and corporate acts of kindness to those hit by Typhoon Pedring and Typhoon Sendong. When Typhoon Sendong struck Cagayan de Oro, head office employees worked with two volunteer neo-natal pediatricians to send breast milk to needy infants exposed to the elements in evacuation centers. Months after the typhoon, over a hundred thousand Sendong victims were still housed in relocation centers.          As an advocate of health and wellness, Pepsi employees organized a medical and dental mission for 500 informal dwellers living in stilt houses along the shoreline of Laguna Lake...

Words: 1063 - Pages: 5

Premium Essay

Failed Products

...ed productsLevi’s Type 1 Jeans A clothier, such as Levi Strauss, that has been around for 150 years is bound to have their share of hits and misses because fashion is terribly fickle and largely unpredictable. But this doesn’t mean you should ignore your target audience. In late 2002, Levi Strauss began a massive marketing push to launch what was being touted as one of the company’s most significant launches in history, Type 1 Jeans. The line unnecessarily went to great lengths to accentuate all those signature design details already long-associated with Levi’s, such as the red tab logo, buttons, rivets, and the two-horse back patch. To accompany the launch, Levi Strauss spent $2 million on an artsy, misguided Super Bowl commercial that confused viewers. Going against common practice, they placed Type 1 in retailers with inconsistent prices, ranging from $30 at a retailer like JC Penney’s to over $100 at Barney’s, with no discernable difference in quality. Levi Strauss pulled the entire line after less than two years and Type 1 proved to be the proud clothier’s most spectacular flop.  How marketing can cause a product to fail? [Tata Nano Case Study] by DR VIKRAM VENKATESWARAN on MAY 30, 2012 |  * ------------------------------------------------- * ------------------------------------------------- * ------------------------------------------------- * ------------------------------------------------- 6 inShare * ------------------------------------------------- ...

Words: 4790 - Pages: 20

Free Essay


... Inc. This is an S-corp located in St Bernard Parish with one employee. Preliminary Work- 1. Create the following inventory items, Steak, sale price $10, purchase price $3, reorder point 20. Potato, sale price $2, purchase price $1 reorder point 20. Coca Cola, sale price $1 purchase price $0.50 reorder point 30 2.Ocotber 31, 2014 you take a physical inventory of your shop and find the following items are all the remains: 2 Steaks, 4 potato, and 15 Coca Cola. Make your adjustment as of Oct 31. 3.Balance on your MasterCard, Acct # 2050- is $174.00. Adjust if needed 4.Sales Tax Payable at October 31 needs to be $900 total. This consists of $500 due to St Bernard Parish and $400 due to Louisiana. 5.Create a new checking account, 1010 at St Bernard Bank & Trust. Record a deposit of $35,000 into the account and code to Loan from Owner. Transaction takes place October 31 6. Activate the payroll features in the program and set up your one employee, Raymond Nagin who just moved back to the area and is single with no exemptions. You will pay him $10 per hour. Transactions- 1. November 1, 2014 order the following items from Joe's Wholesale and charge to your MasterCard (2050) 45 steaks. 55 potatoes, 130 Coca Colas.. Assume the bill came in with the goods and you need to enter in your system 2. November 3, 2014 you purchase from Joe's, some items on account. Terms are 5/10 net 30. The bill is...

Words: 961 - Pages: 4

Premium Essay

International Marketing

... 1928-1982 Fly in leather Fly naked 3 Switzerland Italy Schwepps Since 1783 Tonic Water Water from the toilet 4 USA Africa Gerber Baby Food Since 1927 A picture of a healthy baby on the label of Gerber jars Africans was horrified as they assumed that Gerber was selling babies as food, instead of food for babies. 5 Japan France TOYOTA Since 1937 Introducing Model MR2 MR2 pronounced in French Merdè / Merdeux Which means crappy or very bad 6 USA Mexico Chevorlat Since 1911 When GM introduce the new Chevy named NOVA NOVA means No Go in Spanish Product Slogan Translated From To USA China 7 Pepsi Cola Since 1898 Pepsi Brings You Back to Life Pepsi...

Words: 352 - Pages: 2

Premium Essay


... The top ten are oat bran, crock pot meals, cupcakes, fondue, deep-fried everything, space aged snacks, gelatin, bacon, TV dinner, and low or no carbs (Ronca, 1998-2014). These are just a few of the different ones over the years. In the early 1990’s there was a marketing fad offering clarity with purity. Some of the companies involved just to name a few are Miller Brewing Company (March 1993), Coors Brewing Company (1992), Procter and Gamble and Colgate-Palmolive (Failed Product Report: Crystal Pepsi, 2014). Pepsi Company (PepsiCo) was part of the marketing fad when it released Crystal Pepsi. Crystal Pepsi was colorless cola with 100% natural flavor with no preservations and no caffeine (Failed Product Report: Crystal Pepsi, 2014). It had a lighter tasted than regular Pepsi. The cola came in regular and diet. Pepsi remove the cameral color out of the cola in doing so it made consumer think that it was healthier to drink. It started for the product begin in the early 1990’s. Before it released in 1992 Pepsi had test markets in Denver, Sacramento, Dallas and Providence with a positive response (Failed Product Report: Crystal Pepsi, 2014). Test markets were hold for nine months in these cities. It launch...

Words: 1228 - Pages: 5

Free Essay

Rhetorical Analysis

...Pepsi Cola 1956 Vintage Ad DeVry University Pepsi Cola 1956 Vintage Ad Analyzing the Pepsi-Cola ad created in 1956 it is mentioning “Refresh without filling, Have a Pepsi” and “Pepsi-Cola the Light Refreshment.” This specific ad has not been updated after it was published. However, there have been several new ads promoting the light beverage. This ad is convincing the consumers that Pepsi-Cola is the drink to keep you following your diet, and the cool beverage on a hot summer day while you barbeque. The rhetorical strategies used in the ad are very effective in gaining the consumer’s attention. From the logos that appeal to the consumer in relation to the picture of a barbeque during the summertime with this refreshing beverage at hand. As far as the pathos that is verified in the ad it is showing the smiles and satisfaction of the characters, this clearly displays that this is the drink to have a good time. The ad “Refresh without filling, Have a Pepsi” is a persuasive advertisement that can be evaluated in three categories: logos, ethos, and pathos. Logos is displayed as the ad shows that the couple is out on a hot day barbequing and enjoying the thirst quenching, light refreshment of Pepsi-Cola. The ad is displaying this popular activity with the beverage presented, making consumers purchase the product to get the same enjoyable feeling that the characters are portraying. The key words of the ad being, “light refreshment” are placed to attract the audience to consume...

Words: 736 - Pages: 3

Premium Essay

Pepsi Evolution of Brand

...renamed Pepsi-Cola, a title that was trademarked in 1903. Although the brand's name hasn't changed since, its logo has undergone a number of tweaks and major revamps. The first visible changes were made in 1940 and 1950, when red and blue colors replaced the original red logo along with a slight alteration to the shape. Another change to the logo was made in 1962 when the word “Cola” was dropped from the logo, making it just “Pepsi”. The reason for dropping the word “Cola” was to separate themselves from Coca Cola. The logo again embraced some minor changes in 1998, with Pepsi’s success reflected by a sphere which still is part of the world’s most popular logo today. The Pepsi logo was revamped by New York-based Arnell Group for $1 million, much to the criticism of both the press and the consumers. The new design featured a “smile”, with a less formal rounded lowercase typeface. Many people believe the one million dollar logo that the Arnell Group came up with was the same logo as an old diet Pepsi logo that was only used for a short period of time as you can see in this picture of the tee shirt below. Compared to the new logo, it has very similar lettering. Pepsi has changed their logo with the different generations, whereas Coca-Cola has stood strong battling the test of time. Many people believe Pepsi has failed in the marketing war with Coca-Cola solely on the fact that their logo although remembered is never the iconic logo that Coca-Cola has...

Words: 679 - Pages: 3

Premium Essay

Coke vs. Pepsi

...And Drink No Comments Print For many years, Coca Cola and Pepsi have enjoyed the position as the two most enjoyed soft drinks in the USA, as they have maintained their popularity over the past several decades. One can divide soft drink fans into two major camps: Coke-lovers and Pepsi-lovers. Each of the camps substantiates its favoritism not only on flavor, but also on ideas, facts, and preferences that justify its choice and allow it to stay true to its selection. The following analysis of the history of Pepsi and Coca Cola explores Pepsi and Coke with an emphasis on advertising and cultural significance of these efforts, discovering what makes these soft drinks so popular and what differentiates them from each other. What emerges is that there is little in the way of differences between Coke and Pepsi outside of different cultural histories. There are many similarities between Coca Cola and Pepsi and the history of Coca Cola is nothing like the history of Pepsi outside of the fact that both companies were advertising soda. Both were intended to serve as recreational drinks associated with parties, fun, sex, and entertainment. The two drinks have just about the same color, the same amount of carbon dioxide, and have a similar taste. While in the past they both used different natural extracts from the coca nut, nowadays they both rely on artificial flavors and man-made components (Pendergrast 87). Taste tests between Coca Cola and Pepsi are as iconic as the beverages themselves...

Words: 1012 - Pages: 5

Premium Essay

Coca Cola Marketing husband claims we should own stock with how much I shop there.However, I decided on number 92 on the Fortune 500, the Coca-Cola Company. "The Coca-Cola Company marketsfour of the world's top-five soft drink brands, including Diet Coke, Fanta and Sprite. " happento drink a lot of DietCoke. The company leads the soft drink industry with a 50 percent market share. For the purpose of thisassignment, I will discuss the Coca-Cola Company's competition and the how the Coca-Cola Company's marketingimpacts the company's financial objectives. But first, I will present the Coca-Cola's Company's mission.The Coca-Cola PromiseThe Coca-Cola Company's mission, also known as the Coca-Cola Promise is to "benefit and refresh everyone ittouches "and to "When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurtureand protect our brands, particularly Coca-Cola. " This blue chip company has remained a leading competitor in thesoft drink industry for 115 years because of its unwavering devotion to the Coca-Cola Promise. Except for that onetime, in 1985, when Coca-Cola imprudently decided to change the original formula of its leading brand Coke, thecompany has never changed its primary focus to provide consumers the highest quality beverage available in themarketplace. In case you don't recall, this ghastly miscalculation on The Coca-Cola Company's part resulted in a...

Words: 1069 - Pages: 5

Free Essay

Caso Cola Wars

...Caso Cola wars 1. ¿Por qué la industria de las bebidas gaseosas es tan rentable? Explicar desde el punto de vista financiero y estratégico. Una primera razón del porque la industria de las bebidas gaseosas es tan rentable es por que los costos de producción y procesos se comparten entre productores y embotelladores. Estos dos agentes dependen el uno del otro en producción, procesamiento, marketing y distribución del producto. Si bien los productores mandan el jarabe casi listo a las embotelladoras, ambos jugadores participan en la toma de decisiones con respecto a los precios, empaques, etc. Esto se ve del lado estratégico de las empresas. Compartiendo los costos y dividiendo tareas en estos dos agentes, los costos disminuyen al igual que las actividades a realizar por cada uno, haciendo el proceso más eficiente y barato. Tanto productores como embotelladores tratan con proveedores, canales de distribución y clientes. Se podría decir que, aunque sean dos agentes distintos del proceso, se complementan y dependen del otro. Sin el uno, el otro no puede realizar su actividad, por lo que sus procesos se integran. Los proveedores, son importantes para la producción de bebidas CSD, ya que dan las materias primas necesarias para la realización de éstas. En un primer momento los que venía de los proveedores era la azúcar y el empaque. Si estos subían mucho de precio, se podía cambiar de ingredientes. Así lo hizo Coca cola, que cuando el azúcar subió de precio, la empresa...

Words: 2076 - Pages: 9

Premium Essay

Cola Wars

...<Strategic management case analysis-“Cola wars continue”> 1. There are several reasons for soft drink industry to have been so profitable. To calculate profit, we use this formula “Profit=Price*Quantity-Cost”. The sales of soft drink soared after the 1970s based on its increasing availability and diverse flavors. People literally demanded soda more than any other beverages so it affected the quantity. Due to inflation that made overall price higher, consumers felt the real price of CSD lower than before so the quantity demanded went up. In accordance with this, in my personal opinion, other than the large sales quantity of CSDs, the cost of this category is very low. The materials for soda are mainly concentrate, sweetener, and water-and it costs very low. With certain price and this cheap cost, its gross margin is very high. 2. Concentrate producer’s most significant costs were for advertising, promotion, market research and bottler support. Due to its industrial properties, the concentrate manufacturing process needed little capital investment in machinery, overhead or labor as you can figure out from what its major costs are. Building one plant only costs about $25million to $50million which serves the entire United States. On the contrary, the bottlers purchase concentrate, add additional materials, bottle it and deliver it to customer accounts. As you can see, most part of the manufacturing cycle that we can think of occurs in the hand of the bottlers...

Words: 716 - Pages: 3

Premium Essay

Coca-Cola and Pepsi

...Running head: COCA-COLA AND PEPSICO Coca-Cola and PepsiCo: Similarities and Differences Lamar Smith Michel Brown Annette Pete May Valencia Cardinal Stritch University MGT 426 August 18, 2011 Submitted to the faculty of Cardinal Stritch University in partial fulfillment of the requirements for the degree of Bachelor of Science in Management. Introduction Two of the largest and most profitable corporations in the United States are the Atlanta, Georgia based Coca-Cola Company and the New York based Pepsi Cola Company. While both are called "colas" they both attempt to address the same target tastes but from different approaches. Coke was the first on market with what is still a "secret" formula and Pepsi followed with a similar (not exact) taste. Since taste is very much a factor of your personal likes, either or neither may appeal to you or seem sweeter ( 2011). This paper will discuss the similarities and differences in the processes used by Coca-Cola and PepsiCo for place, price, and promotion. Place and Price The marketing exposure of PepsiCo and Coca-Cola is everywhere ranging from commercials, billboards, and mail advertisements all over the world. Although they target the same markets, they both use different approaches to their marketing strategies. This is evident when comparing the two companies’ websites. When browsing the Coca-Cola website you will experience a more conservative style; there is...

Words: 720 - Pages: 3

Premium Essay

Cola Wars

...CASE STUDY : COLA WARS CONTINUE : COKE AND PEPSI IN 2006 The case study “Cola Wars Continue: Coke and Pepsi in 2006” focuses on describing Coke and Pepsi within the CSD industry by providing detailed statements about the companies’ accounts and strategies to increase their market share. ‘ Cola war’ is the term used to describe the campaign of mutually targeted television advertisement & marketing campaigns between Coke & Pepsi. Furthermore, the case also focuses on the Coke vs. Pepsi goods which target similar groups of costumers, and how these companies have had and still have great reputation and continue to take risks due to their high capital. Both Coke & Pepsi have segmented the soft drink industry into two divisions, via – 1.Production of soft drink syrup. 2.Manufacturing & distribution of soft drinks at retail level. Coke & Pepsi have chosen to operate primarily on the production of soft drinks syrup,while leaving independent bottlers with more competitive segment of the industry.The purpose of this report is to gain insight into the possible strategies that can be applied, in order to expand the overall throat share in the future. History revealed that a highly competitive strategy that was utilized in the past by both companies resulted in cannibalization. Because of this, the report is described from the perspective of both Coca-Cola and Pepsi. This report focuses on increasing the overall share and finding new opportunities in the unrevealed...

Words: 1192 - Pages: 5