COMPANY:

PORTER VALUE CHAIN MODEL OF COCA COLA

COMPANY
Administrative and finance infrastructure
Company has accounting and finance department .Company has bottling partners who participate in
manufacture, package, merchandise and distribute the final branded beverages to customers and
vending partners, who then sell products to consumers.

Human resource management

Customer development and training department provide support to smaller retailer in order to make
their business more efficient and profitable. Company HRM perform different activities such as
performance management system, job design, reward system, hiring and retention.

Product
and technology
SERVICEING:
INBOUND
OPERATIO development:
OUTBOUND SALES &
Company
CPE
stands
for
Constant
Pursuit
of
Excellence.
Such
program
is
initiated
within
the
Coca-Cola system
LOGISTICS: NS:
LOGISTICS:
MARKETIN
organizes
in
order
to
support
growth,
to
improve
customer
service
and
to
increase
market
responsiveness.
raw material
Product
850 Manufacturing G:
different training
Receiving

formulation

plants,

Advertisement
Programs to
through
improve the skills
from
NutraSweet
200,000
Procurement of raw material from Spherion, Jones Lang LaSalle,
IBM,
Ogilvy and Mather, IMI
Print
media
of the employees.
Company,
Technology
Cornelius, and Prudential
. Company is financially
healthy revenues.
vehiclesstrong
to and have
Radio
Complementary
Ajinomoto Co
&television.
transport ,
Company provide
are packaging,
ingredients,
dealer support
vending equipment
For quality
Companys
packaging
and water
and facilitate
control
product
treatment.
and final
them., dealer
.
distribution is
beverages.
place orders in
they have
without the
three different
supplier
involvement of
categories bulk,
Transportation
Quality control
guiding principles
wholesaler but
side load and full
means.
Chemunex,
rather conform to
By road, By sea
D-count
service.
agent network.
Supply
schedules
9million
Distribution
Company
vending machines
systems are DSD
established
43% in terms of
&
or the direct to
franchisee in
Value, and 36%
coolers to keep
different countries store concept.
by
products cool.
and franchisee
just-in-time basis.
have own bottling
plants.
Company have
continuous
research process
and they are
launching new

Procurement:as trade secret.

MARKET
OPPORTUNITY ANALYSIS
(MOA)

Can the benefits involved in the opportunity be articulated(spoken)convincingly

to a defined target market?
Coca Cola enjoys the top position in the market but like other companies it also facing tough
competition in the market. It uses market leader strategy to meet with its competitors. There are good
opportunities in the market as it already has big market share.
Coca cola should focus on brand management and intensive distribution and advertising. Coca cola
can segment its market on demographic and geographic basis .

Can the target market be located and reached with cost effective media and
trade channels?

There is no very specific way through which a company completely located and reached the target
market. But often company uses different tools to get the required result.
Coke is getting their products advertised more frequently by means of own advertising as well as through
sponsorships and other organizations. For example, Coke products appear in McDonalds
advertisements, appearing on side boards of basketball arenas and other sporting events and also
appearing on social events as sponsors in effort to be a household product and to demonstrate goodwill.
Coke use the television radio and print media to advertise their products. Coke is successful in creating a
big market share and public image.

Does the company possess or have access to the critical capabilities and
resources needed to deliver the customer benefit?
Yes the company have access to the critical capabilities and resources needed to deliver the
customer benefit because coke products are for individuals and groups of all ages and all
demographics.
The company offers a hundred of brands including soft drink, juice drink, energy drinks, sports
drinks and others for all types of consumers. Due to variety of products it provide the maximum
satisfaction the customers.

Can the company deliver the benefits better than any actual or potential
competitors?
Coca cola hold a special position in the minds of the people of different age groups. It has
become a trend in youth generation to satisfy thirst only by coca cola due to tremendous market
efforts and takes care of customer having different taste by providing them variety of product
.Then Coca cola holds the top position in soft drink and beverages industry unless a dominant
firm enjoys a legal monopoly ,its life is not altogether easy as other firms keep challenging its
strength for
its weaknesses. It can easily missed its position .It can said that Coca cola is the king of soft drink
and that no one can dare to challenge it having a broad knowledge in business and marketing.

Will the financial rate of return meet or exceed the companys required
threshold for investment?
Along with the 90, 500 associates are the 300 bottling partners and over 20 million customers that
produce, deliver and sell more than 450 brands in the world the company has excellent financial
position.
Financially, the Coca-Cola Company reported in February that profit jumped of about 18% with
net income nearly $6B - $5.98 billion on $28.9 billion in revenue. The fourth quarter earnings per
share of $0.52 had increased with 79% compared to that of the previous year and $0.58 after
considering items with impacting comparability which is of 12% increase. The overall earnings per
share increased by 19% ($2.57) and $2.70 after considering items impacting comparability which
increased by 14%
Due to these high revenue ratio company can easily meet its financial rate of return.

ANSOFFS GRID

Ansoffs Product market expansion Grid:

The company needs market segmentation and new market strategies to retain its
customer and market growth. The Coca Cola Company has undertaken, can leverage
the customers/ company's relationship by innovating a new product, this strategy is more
risky than simply increasing the company's Market Share.
The strategies are as follow:
Market Penetration Strategy:
Company is using the market penetration strategy .It is holding its product in the market but
beside this is launching new products because due to current products they are getting high
revenues. Its products are popular in the market and have a good public image and its current
products in current market is profitable.
Product development strategy:
Company has a strong financial position .due to this it is continuously involve in research and
development. It is launching new products like mineral water, juices, energy drinks etc.
They are manufacturing variety of products for satisfying customers having different tastes wants
and needs. Company has already a good market share in the market so introducing a new product
is not a tough task for them.