IntroductionThe Coca-Cola Company is one the most popular beverage brands in the world.Coverage:Operates in 46 states in United states10 provinces in Canada6 major countries of EuropeIt facilitates:Population of 298 million people and round about 80% of the worlds population.

Headquarter: United States of AmericaHost countries: Two Hundred

HistoryInvented by: John S. Pemberton in 1886 in Columbus, Georgia as coca-wine.Initially sold as patent medicineFirst sale: Jacobs pharmacy in Atlanta, Georgia in 1886First Advertisement: 29th May 1886Asa Griggs Candler bought the company in 1887 First bottling: In 1891 at Vicksburg, Mississippi at Biedenharn candy CompanyProprietor: Joseph A. Biedenharn

History (Cont)

In 1985 Coca-Cola changed the formula of the drink to respond to its competitor, Pepsi.People preferred Pepsi over Coke, new Coke changed the Preference.Market share for new Coke dwindled to only 3% by 1986In 1992 the name was changed to Coke IIBy 1998 it was sold in only a few places in the Midwestern U.S.

Coca Cola In PakistanBegan operations in 1953Benjamin H. Oehlert Jr. served as Ambassador in Pakistan from 1967 to 1969Coca cola Promoted its marketing again in January 2000. CCBPL registered office: In Karachi Corporate Head Office: In Lahore.

Mission StatementWe exist to create value for our share owners on a long-term basis by building a business that enhances The Coca-Cola Companys trademarks. This is also our ultimate commitment. As the worlds largest beverage company, we refresh that world. We do this by developing superior soft drinks, both carbonated and non-carbonated, and profitable non-alcoholic beverage systems that create value for our Company, our bottling partners and our customers.

VisionPeople: Being a great place to work where people are inspired to be the best they can be Planet: Being a responsible global citizen that makes a difference Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples' desires and needs Partners: Nurturing a winning network of partners and building mutual loyalty Profit: Maximizing return to shareowners while being mindful of our overall responsibilities

Departments of Coca-Cola Beverage Private Limited (CCBPL)

Production DepartmentIndustrial Relation Department Sales Marketing DepartmentHuman Capital DepartmentFinance DepartmentD & L DepartmentSales Department

Organizational Chartof Sales Department

SWOT Analysis(External Environment) Strength:Pioneers in the soft drink industry.Well informed teamstrong commitments and positive attitude towards serving the company (Quality (Product, Services)Highly trained, motivated, committed and professional staff.Leadership in national/local key accounts.Coca Cola, the worlds most powerful trademark and other highly valuable trademarks.Strong global leadership in the beverage industry in particular and in the business world in general.

WeaknessInsufficient brand activities in both ATH and BTH.Do not have replacement of MOUNTAIN DEW (cans and mineral water)Low compensation and benefits, compared to the market, leading to high turnover.Distribution network is weak particularly in Pakistan.Ineffective management perspective over the competitive situation of Pakistan.

SWOT Analysis(Internal environment)Opportunities:Highly focus on weighted accounts in direct areas.New products i.e. Q1/Sprite 3G, Energy Drinks, Mineral water and juices.Highly focus on advertisement and sales promotion. Threats:Spurious Drinks.Potential launch of juice competitors.Successful launch of Mountain Dew can lead to launch of other new C&D brands.Competitors are the main threat for the company.

Stake holders Relationship The relationship of the company with stakeholders is as follow:Media: Coca-cola has hired very expensive and talented actors for its advertising campaigns so the coverage on media is very good.Customers: At international level Coke has many loyal customers but in Pakistan due to some reasons it lacks it popularity among the buys.Public Pressure groups: The relationship of coke with the pressure groups is not very good because they tend to demote coke ion Pakistan by creating its new rivals after every short period of time.Government: The company have friendly relations with government and working within the legal circle the company is excelling.

Shareholders: The main objective of the company is to satisfy the valued shareholders and to gain maximum profit Competitors: With Pepsi the only major competitor, company have intense relationship with Pepsi and there is a strong economic battle between the two rivals.Employees: At Coca-Cola the employees are highly motivated and have strong positive relation with the company and work to the best of their ablilities to gain profit for the organization.

BCG Matrix

BCG MATRIX

STAR

?

QUESTION MARK

CASH COW

DOG

HIGH

GROWTH OF MARKET

LOW

HIGH LOW

RELATIVE SHARE

DistributionThe key element of marketing is distribution. The success of entire business depends on the distribution. Coca cola makes sale through distribution channel (producer retailer customer) but in order to get market share it can go for producer wholesaler retailer consumer

BrandsCoca ColaDiet CokeSpriteSprite ZeroSprite 3GFantaFanta AppleKinleySplash250ml, 500ml, 1ltr1.5ltrs, 2.25ltrs

Conclusion We concluded that despite the fact Coca-cola currently occupies the market leadership position overall but it does not guarantee that the company will sustain its position in the future as well.

In Pakistan as compared to Pepsi, Coca-Cola has less number of consumers as Pepsis market share in Pakistan is approximately 58% where as coke market share is hovering about 32%

Hence the conclusion is that Coca-Cola must enhance factors such as relationship marketing, innovation and technology specially in Pakistan to attain market leader position in this region as well.