CocaColaAReportonStrategicManagementcase.docx
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CocaColaAReportonStrategicManagementcase.docx
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CocaColaAReportonStrategicManagementcase
AReporton
StrategicManagementCase
Of
COCACOLA
(Year2007)
Subject:
ManagerialPolicy
Section:
“B”[MBA–EveningProgram]
Faculty:
Brig.(ret.)ShakeelAhmed
Prepared&Presentedby:
Group2
FarazAhmed
ZohaibGenda
MehboobHassan
ZakiaRasheed
ArshadKhan
MuhammadTabishTaha
SehrishAnwar
ObaidUllahAleem
MohammadWaqas
AshokKumar
TariqKhan
ZeeshanUlHaque
TariqHamidi
BabarRaza
TableofContents
TableofContents
1-EXECUTIVESUMMARY
Coca-Cola,theproductthathasgiventheworlditsbest-knowntastewasborninAtlanta,Georgia,onMay8,1886.Coca-ColaCompanyistheworld’sleadingmanufacturer,marketeranddistributorofnon-alcoholicbeverageconcentratesandsyrups,usedtoproducenearly400beveragebrands.Itsellsbeverageconcentratesandsyrupstobottlingandcanningoperators,distributors,fountainretailersandfountainwholesalers.Coca-ColawasfirstintroducedbyJohnSythPemberton,apharmacist,intheyear1886in
Atlanta,Georgiawhenheconcoctedcaramel-coloredsyrupinathreeleggedbrasskettleinhisbackyard.Hefirst“distributed”theproductbycarryingitinajugdownthestreettoJacob’sPharmacyandcustomersboughtthedrinkforfivecentsatthesodafountain.Carbonatedwaterwasteamedwiththenewsyrup,whetherbyaccidentorotherwise,producingadrinkthatwasproclaimed“deliciousandrefreshing”,athemethatcontinuestoechotodaywhereverCoca-Colaisenjoyed.Coca-Colaoriginatedasasodafountainbeveragein1886sellingforfivecentsaglass.Earlygrowthwasimpressive,butitwasonlywhenastrongbottlingsystemdevelopedthatCoca-Colabecametheworld-famousbranditistoday.Coca-ColawastheleadingsoftdrinkbrandinIndiauntil1977,whenitleftratherthanrevealitsformulatotheGovernmentandreduceitsequitystakeasrequiredundertheForeignRegulationAct(FERA)whichgovernedtheoperationsofforeigncompaniesinIndia.Inthenewliberalizedandderegulatedenvironmentin1993,Coca-Colamadeitsre-entryintoIndiathroughits100%ownedsubsidiary,HCCBPL,theIndianbottlingarmoftheCoca-ColaCompany.Themainobjectiveofthisstudyliesinunderstandingtheorganizationandstudyingandunderstandingtheconsumers’perceptionandopinionaboutthelatestproduct,MinuteMaidPulpyOrange,introduced
intoIndia,bytheCoca-ColaCompany.Aconsumersamplinginvolving5.5lakhpeoplewasconductedinaspanof30daysacrossmajorcitiesinordertogivetheproducttherequiredmarketingpushandtorecognizetheprospectiveconsumersandtheiropinioninordertodevelopandmarkettheproductinabetterwayinthenearfuture.Themethodologyusedinstudyingandunderstandingtheperceivedviewsofconsumerstowardstheproductwas‘SAMPLING’.Thefindingsoftheactivityhavebeendrawnoutinformofgraphsandsuggestionshavebeenofferedtherefrom
2-HISTORYOFCOCACOLA
Coca-Cola®originatedasasodafountainbeveragein1886sellingforfivecentsaglass.Earlygrowthwasimpressive,butitwasonlywhenastrongbottlingsystemdevelopedthatCoca-Colabecametheworld-famousbranditistoday.
1894–AmodeststartforaBoldIdea
InacandystoreinVicksburg,Mississippi,brisksalesofthenewfountainbeveragecalledCoca-Colaimpressedthestore'sowner,JosephA.Biedenharn.HebeganbottlingCoca-Colatosell,usingacommonglassbottlecalledaHutchinson.
BiedenharnsentacasetoAsaGriggsCandler,whoownedtheCompany.Candlerthankedhimbuttooknoaction.OneofhisnephewsalreadyhadurgedthatCoca-Colabebottled,butCandlerfocusedonfountainsales.
1899Thefirstbottlingagreement
TwoyoungattorneysfromChattanooga,TennesseebelievedtheycouldbuildabusinessaroundbottlingCoca-Cola.InameetingwithCandler,BenjaminF.ThomasandJosephB.WhiteheadobtainedexclusiverightstobottleCoca-ColaacrossmostoftheUnitedStates(specificallyexcludingVicksburg)--forthesumofonedollar.AthirdChattanoogalawyer,JohnT.Lupton,soonjoinedtheirventure.
1900-1909…Rapidgrowth
Thethreepioneerbottlersdividedthecountryintoterritoriesandsoldbottlingrightstolocalentrepreneurs.Theireffortswereboostedbymajorprogressinbottlingtechnology,whichimprovedefficiencyandproductquality.By1909,nearly400Coca-Colabottlingplantswereoperating,mostofthemfamily-ownedbusinesses.Somewereopenonlyduringhot-weathermonthswhendemandwashigh.
1916…Birthofthecontourbottle
Bottlersworriedthatthestraight-sidedbottleforCoca-Colawaseasilyconfusedwithimitators.AgrouprepresentingtheCompanyandbottlersaskedglassmanufacturerstoofferideasforadistinctivebottle.AdesignfromtheRootGlassCompanyofTerreHaute,Indianawonenthusiasticapprovalin1915andwasintroducedin1916.ThecontourbottlebecameoneofthefewpackagesevergrantedtrademarkstatusbytheU.S.PatentOffice.Today,it'soneofthemostrecognizediconsintheworld-eveninthedark!
1920s…Bottlingovertakesfountainsales
Asthe1920sdawned,morethan1,000Coca-ColabottlerswereoperatingintheU.S.Theirideasandzealfueledsteadygrowth.Six-bottlecartonswereahugehitaftertheir1923introduction.Afewyearslater,open-topmetalcoolersbecametheforerunnersofautomatedvendingmachines.Bytheendofthe1920s,bottlesalesofCoca-Colaexceededfountainsales.
1920sand30s…Internationalexpansion
LedbylongtimeCompanyleaderRobertW.Woodruff,chiefexecutiveofficerandchairmanoftheBoard,theCompanybeganamajorpushtoestablishbottlingoperationsoutsidetheU.S.PlantswereopenedinFrance,Guatemala,Honduras,Mexico,Belgium,Italy,Peru,Spain,AustraliaandSouthAfrica.BythetimeWorldWarIIbegan,Coca-Colawasbeingbottledin44countries.
1940s…Post-wargrowth
Duringthewar,64bottlingplantsweresetuparoundtheworldtosupplythetroops.ThisfollowedanurgentrequestforbottlingequipmentandmaterialsfromGeneralEisenhower'sbaseinNorthAfrica.Manyofthesewar-timeplantswerelaterconvertedtocivilianuse,permanentlyenlargingthebottlingsystemandacceleratingthegrowthoftheCompany'sworldwidebusiness.
1950s…Packaginginnovations
Forthefirsttime,consumershadchoicesofCoca-Colapackagesizeandtype--thetraditional6.5-ouncecontourbottle,orlargerservingsincluding10-,12-and26-ounceversions.Canswerealsointroduced,becominggenerallyavailablein1960.
1960s…Newbrandsintroduced
FollowingFanta®inthe1950s,Sprite®,MinuteMaid®,Fresca®andTaB®joinedbrandCoca-Colainthe1960s.Mr.Pibb®andMelloYello®wereaddedinthe1970s.The1980sbroughtdietCoke®andCherryCoke®,followedbyPOWERADE®andDASANI®inthe1990s.Todayhundredsofotherbrandsareofferedtomeetconsumerpreferencesinlocalmarketsaroundtheworld.
1970sand80s…Consolidationtoservecustomers
Astechnologyledtoaglobaleconomy,theretailerswhosoldCoca-Colamergedandevolvedintointernationalmega-chains.Suchcustomersrequiredanewapproach.Inresponse,manysmallandmedium-sizebottlersconsolidatedtobetterservegiantinternationalcustomers.TheCompanyencouragedandinvestedinanumberofbottlerconsolidationstoassurethatitslargestbottlingpartnerswouldhavecapacitytoleadthesysteminworkingwithglobalretailers.
1990s…Newandgrowingmarkets
Politicalandeconomicchangesopenedvastmarketsthatwereclosedorunderdevelopedfordecades.AfterthefalloftheBerlinWall,theCompanyinvestedheavilytobuildplantsinEasternEurope.Andasthecenturyclosed,morethan$1.5billionwascommittedtonewbottlingfacilitiesinAfrica.
21stCentury
TheCoca-Colabottlingsystemgrewupwithrootsdeeplyplantedinlocalcommunities.ThisheritageservestheCompanywelltodayaspeopleseekbrandsthathonorlocalidentityandthedistinctivenessoflocalmarkets.Aswastrueacenturyago,stronglocallybasedrelationshipsbetweenCoca-Colabottlers,customersandcommunitiesarethefoundationonwhichtheentirebusinessgrows.
3-BRANDSOFCOCACOLA
Coca-ColaZero®hasbeenoneofthemostsuccessfulproductlaunchhesinCocaCola’shistory.In2007,CocaCola’ssoldnearly450millioncasesglobally.Putintoperspective,that'sroughlythesamesizeasCocaCola’stotalbusinessinthePhilippines,oneofourtop15markets.AsofSeptember2008,Coca-ColaZeroisavailableinmorethan100countries.
3.1-EnergyDrinks
Forthosewithahigh-intensityapproachtolife,CocaCola’sbrandsofEnergyDrinkscontainingredientssuchasginsengextract,guaranaextract,caffeineandBvitamins.
3.2-Juices/JuiceDrinks
WebringinnovationtothegoodnessofjuiceinCocaCola’smorethan20juiceandjuicedrinkbrands,offeringbothadultsandchildrennutritious,refreshingandflavorfulbeverages.
3.3-SoftDrinks
CocaCola’sdozensofsoftdrinkbrandsprovideflavorandrefreshmentinavarietyofchoices.FromtheoriginalCoca-Colatomostrecentintroductions,softdrinksfromTheCoca-ColaCompanyarebothiconsandinnovatorsinthebeverageindustry.
3.4-SportsDrinks
Carbohydrates,fluids,andelectrolytesteamtogetherinCocaCola’sSportsDrinks,providingrapidhydrationandterrifictasteforfitness-seekersatanylevel
3.5-TeaandCoffee
Bottledandcannedteasandcoffeesprovideconsumers'favoritedrinksinconvenienttake-anywherepackaging,satisfyingbothtraditionalteadrinkersandtoday'sgrowingcoffeeculture.
3.6Water
Smoothandessential,ourWatersandWaterBeveragesofferhydrationinitspurestform.
3.7-OtherDrinks
Somuchmorethansoftdrinks.
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