Business Strategy of Coca-Cola & Analysis

Presented by:
Md. Mahabub Alam ID: 082028025 Rabeya Akter ID: 081098025 Jannatul Mawa Mim ID: 083048025

Introduction
Coca-Cola Company is the world's largest nonalcoholic beverage company. It offers a portfolio of world class quality sparkling and still beverages, starting with Coca-Cola and extending through over 400 soft drinks, juices, teas, coffees, waters, sports and energy drinks that refresh, hydrate, nourish, relax and energize. Coca-Cola has more than 400 brands are nearly 2,400 beverage products. Four of the world's top-five soft-drink brands are : CocaCola, Diet Coke, Sprite and Fanta. Thums Up and Limca, which are formulated to appeal to local cultures and lifestyles.

VISION
People: Being a great place to work where people are inspired to be the best they can be. Partners: Nurturing a winning network of customers and suppliers, together we create mutual, enduring value. Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities.

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

OBJECTIVES
To analysis the brand value of Coca-Cola To analysis Porters five forces model in Coca-Cola To find out the value chain of Coca-Cola

METHODOLOGIES
WE used Secondary sources
Companys websites Internet Article

PRESENT STATUS OF COCA-COLA

The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows.

ANALYSIS OF FINDINGS
The value of the company The internal and external factors Competitors of the company and their position Companies strengths and weaknesses

SOME BRANDS OF COCA COLA

PRODUCTS DESCRIPTION
The Rejuvenation division offers a range of drinks designed to improve how people feel physically and mentally.

The Health & Nutrition division produces a range of products to promote health and well being.
The

Replenishment division offers a range of water products around the world..

Elsewhere

in the world, the company has created other products designed to meet the needs of local consumers and communities.

COCA- COLA SWOT ANALYSIS

STRENGTHS Strong brand name Co-operate identity 47% of global volume sales in carbonates WEAKNESSES Carbonates Market is in Decline Over-complexity of relationship with bottlers in North America The existing distribution system is not so efficient for non carbonates OPPURTUNITIES Expansion Reaching all segments Catering to Health Consciousness of People Soft drinks volumes in the Asia- Pacific region forecast to increase by over 45% Use distribution strengths in Eastern Europe and Latin America Increased Consumer Concerns with Regard to Drinking Water THREATS Health Drinks Fruit Juice Companies Competition-Pepsi Boycott in the Middle East

Coca-Cola : Porters Five Forces

Rivalry ( Condition concentrated on 2 main Coca-Cola Pepsi
Barriers to Entry Exclusive Territories Direct-store-delivery (DSD) Substantial Investment Current Market Presence of CocaCola Substitutes Teas Milk Coffee Juice Bargaining power of suppliers is low due to two reasons.

Power of Suppliers Sugar Packaging

Bargaining Power of Buyers Convenience Stores Mass Merchandisers Fountain vending machine Restaurants and Food stores

Porters value chain: Overview

Understanding Where To Explore

Support Activities Primary Activities

Infrastructure Financial Human Resources Management

Inbound logistics

Process

Sales Outbound Aftercare & Logistics Marketing

Source: Porter,1985

Conclusion
At Coke, the creation of the absolute effective position is central on investing on CocaCola Retailing Research Councils. Along with its four key processes, Coke creates value through proactively engaging their retailers at technically every levels of the value chain from raw materials down to end-products.

Recommendations
Coca-Cola needs to use its internal strengths to develop a market penetration and market development strategy. Company should integrate with other companies, acquisition of potential competitor businesses and innovation in branding

Thank You