Coca Cola Beverage Private Ltd

University of the Punjab Gujranwala Campus Submitted To: Sir Asher Shakeel Submitted By: Ali Raza (BC090-55) Zahid Bilal (BC090-24)

Coca Cola Beverage Private Ltd

Coca Cola Baverage Private ltd (Gujranwala)

INTRODUCTION:
Vision To be a market leader to drink segments while adding best- in- class value to all stake holders. Mission Coca cola Pakistan exist to refresh the consumers, Inspire moment of optimism and happinesess To create value and make a difference Values values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better future Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well

HISTORY:
Coca-Cola Company is beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale. The Coca-Cola Company began operating in Pakistan in 1953 Coke, Fantail and Sprite are the brands with whom CocaCola is operating in Pakistan. The Coca-Cola Company in Pakistan has invested over $130 million (U.S) and coke has successfully provided 58 years of dedicated service to its customers in Pakistan..It owns 10 plants all around in Pakistan.

Coca Cola Beverage Private Ltd

Karachi. Lahore. Gujranwala Rawalpindi Peshawar Hyderabad Faisalabad Sialkot Rahimyarkhan Islamabad The Coca-Cola Company began operating in Gujranwala in 1998 as a franchise.

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HIERARCHY
Organizational hierarchy of Coke,

Manager

Manager of Finance

Manager of sale

Manager of HR

Manager of Supply chain

A/C

RSM

OD

WHM

SS

MSM

TA

PM

Cash

SSM

HRB

PM

Inventory

PWH

BSG

QAM

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PRODUCTS OF COCA COLA IN PAKISTAN

Coke

Fanta

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Sprite

Sprite 3G

Kinley

Sprite zero

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Coke dite

Pulpy oranges

Pulpy tropical

TARGET CUSTOMERS
Coca Cola takes every customer as target and potential customer who is thirsty. All age groups are being target but the most potential is the age group from 18-25 that covers around 40% of total age segments.

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MARKET (geographical,territory)
Gujranwala Gujrat Sarguda Azad kashmer Mirpur Afizabad Shahdara

COMPETITORS:
Major competitors of coke is PEPSI and GORMAY that directly effect coca cola company and the other small companies who indirectly effect coca cola company that is PAK-COLA, MAKA COLA, AMRAT COLA etc.

CONCLUSION
We have concluded from this detailed report 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

Coca Cola Beverage Private Ltd

SWOT ANALYSIS
STRENGTHS:
Single Established Company .The biggest strength of Coca-Cola is that unlike other beverages, it has established itself as a single large company CCBPL with 10 plants in all major cities running directly under supervision of Coca-Cola international.. One policy adopted is for al plants throughout the country. Similarly one decision taken (e.g. price cuts+Rs.2/-) is implemented effectively and immediately in all plants all over Pakistan without argument. So you will find same prices, same quality, same schemes in all cities.These all are Cokes strengths .

WEAKNESSES:
The organizational structure of Coke is too formal ( being supervised by CCI),so the lengthy processes of decision making and implementation through hierarchy system (i-e follow order from CEO to downwards) have to be followed and employees in Pakistan even (GM) is not allowed to take decisions to change even smallest of things like (Instruction on bottle) on their own .So many brilliant ideas to improve and boost sales remain locked up in employees brain as they are not allowed to work at their own free will.

OPPORTUNITIES:
Coke currently holds about 36% market share in Pakistan. Pepsi leads by holding 54% of market share 10% to other small beverages. Maka-Cola, Pak-Cola etc.So there is vast opportunity for Coke to increase market share -Increasing distributing channels. Line extension like Fanta, Coke, and Sprite in different flavors.Launch a new product it can do it successfully as its is well established,Company and has already positioned itself in customers mind (as those who provide the ultimate in taste and quality) so they are bound to try their new product as well.

THREATS

Coca Cola Beverage Private Ltd

Major Threat : Pepsi and Gormay as it is market leader so time to pose a serious threat to Coke Potential Threat: New entrants like Maka-Cola, Pak Cola etc. Taxes (Govt.Laws and Policies): The Coca-Cola management is not happy with the Govt. tax laws and policies. Being a multinational with whole plants in 10 cities it is under heavy tax .Imposition so much so that on single bottle revenue. It has to pay as much asRs2.97/- as tax to the government. With the consequent result that Coca-Cola is the first beverage and 2nd highest tax paying company in Pakistan. It pays 33% on its total revenues. Cultural Differences For a company the most common threat is the cultural differences because every nation or every geographic boundary has different culture. Same threat faced by Coca Cola Company. Because they have wide network so face this problem as well.