Vivekanand College For

B.B.A.
• Name: Gohil Saurav P. (10)
Gondaliya Rakesh K. (11)
Parekh Chintan A. (33)
Mehta Chitank J. (28)
Gandhi Nikunj R. (08)

Submitted To : Rakesh Lara

 History Of Coca - cola
Dr. Pemberton’s partner and book-keeper, Frank
M. Robinson, suggested the name and penned
“Coca-Cola” in the unique flowing script that is
famous worldwide even today. He suggested that
“the two Cs would look well in advertising.” The
first newspaper ad for Coca-Cola soon appeared in
The Atlanta Journal, inviting thirsty citizens to try
“the new and popular soda fountain drink.”
• The trademark “Coca-Cola,” used in the
marketplace since 1886, was registered in the
United States Patent Office on January 31,
1893.
• In 1895, three years after The Coca-Cola
Company’s incorporation, Mr. Candler
announced in his annual report to share owners
that “Coca-Cola is now drunk in every state and
territory in the United States.”
 OBJECTIVES OF COCA-COLA
COMPANY
• To engage Coca-Cola in exploring the viability and options for using their
distribution networks in developing countries to distribute
• To help engage an appropriate international NGO, or NGOs, to partner with
Coca-Cola at a global level and local levels on this initiative.
• To support Coca-Cola and its partners in selecting the most promising
scenarios as the basis for field trials
• To help gather and make available appropriate research reports and opinion
in this area, and ensure that the group and its supporters are well-informed
• To establish a core group of enablers and activists to lead on the different
aspects of this campaign.
   VISION OF COCA-COLA COMPANY
Our vision 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 spirit
• To inspire moments of optimism through our
brands and our actions
 OUR VISION STATEMENT
• Our vision guides every aspect of our business by
describing what we need to accomplish in order
to continue achieving sustainable growth.
 Mission Of Coca – cola
company
• Consumers as a superior beverage experience
• Consumers as an opportunity to grow profits
through the use of finished drinks
• Bottlers as an opportunity to grow profits in
volumes
• Bottlers as a trademark enhancement and
positive economic value added.
 Our Mission Statement
• To develop, implement and continuously improve
the integrated management systems in a culture
of continuous improvement which:
o Directs the continual up-gradation for efficient and
environment friendly manufacturing technology.
o Monitor and improve the efficiency and
effectiveness of all business processes.
o Drives customer orientation at all levels within the
organization.
o Monitor and economize the Cost of Quality.
 Brands Of Coca – cola
company
Coca-Cola Zero has been one of the
most successful product launch in
Coca-Cola’s history. In 2007, Coca
Cola’s sold nearly 450 million cases
globally. Put into perspective, that's
roughly the same size as Coca Cola’s
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.
Energy Drinks Juices/Juice Drinks
 
Soft Drinks Sports Drinks
Tea and Coffee Water
 Industry Analysis
INDUSTRY SETTING INDUSTRY STRUCTURE

o Fragmented industry o Pure oligopoly

o Emerging industry o Pure competitors
o Declining industry o Differentiated
o oligopoly
Global industry
INDUSTRY ATTRACTIVENESS INDUSTRY PERFORMANCE

o Nature of demand o Profitability

o Industry potential o Operational efficiency
o Profit potential o Innovation
o Entry & exit barriers o Technological
advancement
 INDUSTRY PRACTICES

o Pricing
o Distribution
o Promotion
o Research & Development
The Coca-Cola Company (Coca-
Cola) is a leading manufacturer,
distributor and marketer of Non-
alcoholic beverage concentrates
and syrups, in the world. Coca-
Cola has a strong brand name
and brand portfolio. Business-
Week and Inter brand, a
branding consultancy, recognize
Coca-Cola as one of the leading
brands in their top 100 global
brands ranking in 2008. The
Business Week-Interbred valued
Coca-Cola at $67,000 million in
2008. Coca-Cola ranks well ahead
of its close competitor Pepsi
which has a ranking of 22 having
a brand value of $12,690 million
The Company’s strong brand
value facilitates customer recall
and allows Coca-Cola to
penetrate markets. However, the
company is threatened by
intense competition which could
 • Strengths:-
• Distribution network
• Strong Brands
• Low Cost of Operations

• Weaknesses:-
• Low Export Levels
• Small Scale Sector Reservations Limit
Ability To Invest And Achieve Economies
Of Scale
 • Opportunities:-
• Large Domestic Markets
• Export Potential
• Higher Income among People

• Threats:-
• Imports
• Tax and Regulatory Sector
• Slowdown In Rural Demand
 Environmental Analysis
• A scan of the external macro-
environment in which the firm operates
can be expressed in terms of the
following factors:
o Political
o Economic
o Social
o Technological
 Political Factor
• It is one of the significant parts of a company where, in
which country they operate their business unit. Political
factors include government regulations and legal
issues and define both formal and informal rules under
which the firm must operate. Some examples include:
o tax policy
o employment laws
o environmental regulations
o trade restrictions and tariffs
o political stability
 Economic Factor
• Another most imperative element for PEST
analysis is economic factors. Economic
factor affects the purchasing power of
potential customers and the firm's cost of
capital. The following are examples of
factors in the macro-economy:
o economic growth
o interest rates
o exchange rates
o inflation rate
 Social Factor
• Social factors include the demographic and cultural
aspects of the external macro environment. These
factors affect customer needs and the size of
potential markets. Some social factors include:
o health consciousness
o population growth rate
o age distribution
o career attitudes
o emphasis on safety
 Technological Factor
• Technological factors can lower barriers to
entry, reduce minimum efficient production
levels, and influence outsourcing decisions.
Some technological factors include:
o R&D activity
o automation
o technology incentives
o rate of technological change