Supervised by : Dr.

Ezz El Arab El Awoor

Student Work : Walid El Shawwa

History
Standing in business environment
Brands of coca cola
Mission
Vision
Values
Income Statement
Balance Sheet and Cash Flow
Workforce
Organization Chart
Value Chain Analysis
SWOT Analysis
Marketing Mix
Product Success and Drop

New Product
Degree of Risk
The way to Success
Income Statement (2010-2011)
Balance Sheet and Cash Flow (2010-2011)

Coca-Cola originated as a soda fountain beverage in 1886 selling for five

cents a glass. Early growth was impressive, but it was only when a strong
bottling system developed that Coca-Cola became the world-famous brand
.it is today
A modest start for a Bold Idea 1894
The first bottling agreement 1899
Rapid growth 1900-1909
Birth of the contour bottle 1916
1920s Bottling overtakes fountain sales
1920s and 30s International expansion
1940s Post-war growth
1950s Packaging innovations
1960s New brands introduced
1970s and 80s Consolidation to serve customers
1990s New and growing markets

Ranking: We own 4 of the world's top 5 nonalcoholic

sparkling beverage brands
Associates: 90,500 worldwide
Operational Reach: 200 countries
Consumer Servings (per day): 1.5 billion
Beverage Variety: more than 2,800 products

Energy Drinks

Juices/Juice Drinks

Soft Drinks

Sports Drinks

Tea and Coffee

Water

Other Drinks

Our mission declares our purpose as a company. It serves

as the standard against which we weigh our actions and
. decisions
.To refresh the world in body, mind and spiritTo inspire moments of optimism through our brands and.our actions
To create value and make a difference everywhere we.engage

Our vision guides every aspect of our business by describing what

we need to accomplish in order to continue achieving sustainable
. growth
People: Being a great place to work where people are inspired to
.be the best they can be
Portfolio: Bringing to the world a portfolio of quality beverage
. brands that anticipate and satisfy people's desires and needs
Partners: Nurturing a winning network of customers and
. suppliers, together we create mutual, enduring value
Planet: Being a responsible citizen that makes a difference by
. helping build and support sustainable communities
Profit: Maximizing long-term return to share owners while being
.mindful of our overall responsibilities

Coca-Cola is guided by shared values that both the employees

:as individuals and the Company will live by; the values being
LEADERSHIP: The courage to shape a better future
PASSION: Committed in heart and mind
INTEGRITY: Be real
ACCOUNTABILITY: If it is to be, its up to me
COLLABORATION: Leverage collective genius
INNOVATION: Seek, imagine, create, delight
QUALITY: What we do, we do well

COCA COLA - RATIO ANALYSIS

2006
$

2005
Percent

2004
Percent

Income Statement

)in millions(

)in millions(

Revenue

24,088

100.0%

23,104

100.0%

Cost of Goods Sold

8,164

33.9%

8,195

35.5%

Interest Expense

220

0.9%

240

1.0%

Tax Expense

1,498

6.2%

1,818

7.9%

Income from Operations

5,080

21.1%

4,872

21.1%

Net Income

5,080

21.1%

4,872

21.1%

$
)in millions(
21,962

4,847

MAP: Showing Workforce [71,000 in 2006]

CEO

President
Bottling
Invest/
Supply
Chain

CFO

President
Strategy

President

General
Counsel

Director
Human
Resources

President
of Eurasia
Group

President
European
Union
Market

President
of African
Group

President
Latin
America
Group

President
of Pacific
Group

Director
Public
Affairs/
Commun
-cation

SUPPLIER COSTS
Raw Materials
Fuel
Energy
Transportation
Truck Drivers
Truck Maintenance
Component Parts
Inspection
Storing
Warehouse

PRODUCTIONS COSTS

DISTRIBUTION COSTS
Loading
Shipping
Budgeting
Personnel
Internet
Trucking
Railroads
Fuel
Maintenance

Inventory System
Receiving
Plant Layout
Maintenance
Plant Location
Computer
R&D
Cost Accounting

SALES & MARKETING COSTS CUSTOMER SERVICE COSTS

Salespersons
Website
Internet
Publicity
Promotion
Advertising
Transportation
Food and Lodging

Postage
Phone
Internet
Warranty

MANAGEMENT COSTS
Human Resources
Administration
Employee Benefits
Labor Relations
Managers
Employees
Finance and Legal

STRENGTHS
Brand equity/image & recognitionProduct distribution and worldwide networkSolid financial performance.One of the world's most recognized brandProduct diversification (water, juices, soft drinks,
sport drinks, etc)
.Co-operate identityInnovation-

WEAKNESSES
Credit ratingCustomer concentration, particularly in the US (Wal-Mart
accounts for more than 10% of Coca Cola's business in the US)
A lot of loyal Pepsi customers are not enough loyal Coca Cola
customers
.Does not enjoy the number one position in India, Pakistan-

OPPORTUNITIES
.Possible growing demand.Expansion Reaching all segmentsGlobalizationCatering to Health Consciousness of PeopleBottled water growth.Acquisitions of smaller playersTHREATS
Health Drinks Fruit Juice CompaniesKey competitors (Pepsi, etc)Commodity prices growth.Image perception in certain parts of the worldSmaller, more nimble operators/players-

Marketing mix
Product The Coca-Cola Company's products include beverage
concentrates and syrups. The business has over 300 brands of
beverages around the world. Coca-Cola is the most well known
trademark
Price
Competition-based pricing: Coca-Cola products are above or equal to its
. competitors' prices
Discount price: Coca-Cola products are often marked down during sale
.periods and special occasions

Promotion
Advertising: There are many television advertisements on
. Coca-Cola products
The company also uses the radio as another source of
.advertisement
Personal selling: Coca-Cola Company has a highly trained
sales team
Publicity: In 2003, Vanilla Coke was released to the media as
a news outlining. This helped The Coca-Cola Company to
. strengthen the image of the business's products

Placement
Indirect distribution: The Coca-Cola Company uses
intermediaries in its distribution. The company does not
. sell its products directly to its consumers
:Intensive distribution
Retail outlets
Small shops
Restaurants
Petrol stations
Newsagents
Schools
Sports
Entertainment venues

Coca-Cola Zero has been one of the most successful product

launch hes in Coca Colas history. In 2007, Coca Colas sold nearly
450 million cases globally. Put into perspective, that's roughly the
same size as Coca Colas total business in the Philippines, one of
our top 15 markets. As of September 2008, Coca-Cola Zero is
.available in more than 100 countries

New drink to drink derived from a famous Lebanese miss

(Julep) and components of the drink are the raisins, sugar, lemon
and caramel.
I believe that this product would have chosen work by the
producer of Coca-Cola Company will be successful will find
great success and very popular in the Arab world and Lebanon in
particular and to submit it to the world to know the taste of drink
(Julep) is a new drink and the dissemination of modern Arab
world

Degree of risk
High degree of risk for the entire world as it is likely that the product fails
for several reasons:
1- Went to the Coca-Cola Quote drink non-Arab world have been known to
cause non-Arab consumer reluctance to buy the product .
2- Taste of the product may not be likable to non-Arabs or non-familiar
Some Arab countries do not know anything about the product may cause a
loss of product .
3- The use of raisins in soft drinks may affect the taste of Coca-Cola .
4- The name of the product must be attractive to all the world's relationship
with Arab countries, in particular .
5- Publicity for the product design must be tailored to the nature of an
original English product

I believe in order to ensure the success of the product must test the market and this is - 1
through publicity of the product in all countries of the world .
2- Must be promotion by the suspense element of the consumer .
3- Interest in product name .
4- Attention to the packaging .
5- Must be an accurate test of the product where it is still the product to specific
markets to feel the pulse of the market and a limited period after that period will be
determining the success or failure of the product .
6- Control of consumer demand in all countries of the world to see the success of
propaganda and the willingness of consumers to know to receive the product in the
.market for consumption