Contents

Introduction of Coca-Cola...................................................................................... 2
History................................................................................................................... 2

Part One
Introduction of Coca-Cola
The Coca-Cola Company is the worlds largest beverage company, The Coca-Cola Company
markets four of the worlds top-five soft-drink brandsCoca-Cola, diet Coke, Sprite and
Fanta. And now currently the company has offered two new products in this market, Sprite
3G and Fanta Citrus. Sprite 3G is doing its business successfully and meeting the
expectations of the management by capturing market share of Dew quickly but on the other
hand the second newly introduced product is not meeting the expectations and still struggling
to find out a proper place in the market but it is expected that the company may stop its
production of this product in near future. Their beverage offerings encompass nearly 400
brands, including coffees and teas, juices and juice drinks, sports drinks and waters as well
as carbonated soft drinks. With operations in more than 200 countries, they have a diverse
workforce of approximately 50,000 individuals. Together with their subsidiaries and bottling
partners, they strive to be an integral and contributing member of each of the communities
where they operate.
The Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of
nonalcoholic beverage concentrates and syrups, with world headquarters in Atlanta, Georgia.
The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups,
concentrates and beverage bases for Coca-Cola, the Company's flagship brand, and over 230
other Company soft-drink brands are manufactured and sold by The Coca-Cola Company and
its subsidiaries in nearly 200 countries around the world.
By contract with The Coca-Cola Company or its local subsidiaries, local businesses are
authorized to bottle and sell Company soft drinks within certain territorial boundaries and
under conditions that ensure the highest standards of quality and uniformity.

History
A product which was destined to become the worlds biggest brand, Coca-Cola was first
made in Atlanta, Georgia, on May 8, 1886, when Dr. John Stith Pemberton, a local
pharmacist produced the drink. It was sampled at the local pharmacy and placed on sale as a

soda fountain drink. With an average of nine bottles sold per day in its first year, the drink
soon became popular through advertising it as Delicious and Refreshing, a slogan that still
stands today.
With the outbreak of World War II, instead of Coca-Cola taking a hit, business boomed.
Coca-Cola set out to provide every person in the U.S. armed forces with a bottle for five
cents. This gave a chance for the drink to be sampled in areas that previously never had a
chance to, and more than five billion bottles of Coke were consumed during the war.
Soon after the countrys independence in 1947, Coca-Cola came to Pakistan in 1953. Like in
every other country where it operates, the Coca-Cola business in Pakistan is a local business.
The beverages are produced locally, providing employment to Pakistani citizens, and the
product range and marketing reflects Pakistani tastes and lifestyle.
After the introduction of Coca-Cola, Fanta was introduced in 1965, Sprite was introduced in
1972, and after a gap of 30 years, Diet Coke and Fanta Lemon were introduced in 2001.
Currently, Coca-Cola beverages are produced and sold in Pakistan via the companys own
bottling plants which operate under Coca-Cola Beverages Pakistan Ltd. (CCBPL). A local
service office, Coca-Cola Pakistan, focuses on marketing the Companys brands locally.

Vision
Be the outstanding beverage company leading the market, inspiring people, adding value
through excellence. Vision statements are often more abstract and less direct than a mission
statements and mission statements can vary from being very simple to very complex.
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.

I thought that the vision statement points were more in depth and detail in comparison to their
mission statement points when it should've been the other way around. The mission statement
was more abstract and broad whereas the vision statement was more clear and direct. Both
statements somewhat communicated what their goal is for the future and where the company
is at now and I thought that both statements together did portray what the company was
trying to achieve.

Mission
Build a sustainable and profitable business through refreshing consumers, partnering with
customers, delivering superior value to shareholders and being trusted by communities. The
main difference between mission and vision statements are the mission statements
communicate where a company is now while vision statements communicate where it wishes
to be in the future
- To refresh the world
- To inspire moments of happiness and optimism
- To create value and make a difference

Objectives, Strategies, and Tactics

Decision making is a key aspect to any business. To pick the best decision for any situation
you would need to know what your goal is, your reason, objectives, strategies and tactics.
Objectives, strategies, and tactics are crucial to a businesss success. The main difference
between those three terms are that objectives are medium-long term targets, strategies are
long term objectives, and tactics are short term objectives.
Objectives give a sense of direction, unity, and purpose. They play a big role in forming the
foundation for companies in the decision making process. Objectives can be communicated

through mission statements. Strategies and tactics both refer to a plan or scheme but
strategies are long term plans that will have significant consequences while tactics are short
term and may be less significant in comparison to strategies.

STRATEGIC GOALS:
The strategic goals are considered when company is thinking of the long-term objectives but
at coca cola strategic objectives and goals are set up for three years. These strategic goals are
decide by the top management with consultation by the parent company head quartered at
Singapore. However, they are reviewed every year in the annual meeting to make sure that
they are in line with the changing environment. They are:

To continue to be an organization providing the quality products to the valuable customers.

To select and retain the professional people for the organization.
To project an outstanding corporate image.
To satisfy the customer through extra ordinary service and an excellent service along with the
complete tactical and operational support.

TACTICAL GOALS:
The top management of the company on an annual basis devises these goals together with the
consultation of the lower level employees. Then each departmental director is given these
annual tasks that then subdivide it on the quarterly or monthly basis to have a proper check to

ensure that these objectives are achieved, mainly through marketing, is the job of the director
of each division. For this year, these goals are:

To increase the revenues by 20% as compared to last year.

To increase the total retail customers by around 10%.
To increase the market share by 5%.
To reactivate the discontinued customers by 30%.

OPERATIONAL GOALS:
Operational goals are decided by the top management in consultation with the lower level
employees. They are following the concept of management by objectives (MBO). Each
employee is assigned its goals and is told what is expected of him and then he is evaluated on
the basis of certain rules and regulations followed evenly by the company.

For example: a sales man is given following tasks, duties and certain targets: Each salesman
has to oversee around 100-125 outlets. The frequency of visits to each outlet depends upon
the sales of that particular outlet. Normally, a salesman has to visit a single outlet thrice a
week i.e. every alternate day. This means that a salesman visits at least 20-30 outlets per day.