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Business Theory & Business Application

Coca-Cola Amatil Indonesia

Present By :
Ernie Soedarwati
Budi Upayarto
Panji Novantara
Learning Outcome
1. Marketing 4. Managing Operation
 Know the main elements of the  Be able to differentiate between
marketing mix different types of management
 Be able to explain how the business structure
environment influences marketing  Understand the characteristics of
policy different types of customers and their
requirements
2. Finance
 Be able to describe the legal 5. People
requirements for financial reporting in  Be able to plan, organise and lead the
an organization work of teams and individuals
 Be able to describe how to analyse  Understand methods of training and
accounting records development in relation to teams and
individuals
3. Communication and Information
 Understand the role of technology in
facilitating external communications
Case :
In December 2017, The Coca Cola
Amatil launched the Grinders Coffee
System into Indonesia, supported by
their partner Caffitaly.
In 1886 is when
In 1985, was
Atlanta pharmacist
created the first
the release of a
In 1943, during WWII new taste for
Coca-Cola mixture Due to
General Eisenhower Coca-Cola, the
out various beverage requested 10 first change in
ingredients, companies
where he
bottle plants formulation in
copying Coca- to be shipped 99 years. It
then put it
up for sale
Cola they to them wasn’t long
for 5 cents began to overseas, until they
a glass manufacture which then changed to
the contour created an their original
bottle in 1916 overseas business.

1886- 1905- 1941- 1982-


1892 1918 1959 1890

1893- 1919- 1960- 1990-


1904 1940 1981 1999

In the 1928 Olympics


1984 is when New beverages
located in
Joseph Biedenharn joined the
Amsterdam, Coca- After 70 years, Coca-Cola
was hired to be Company's
Cola traveled added new flavors:
the first to line-up,
with the Fanta®, originally
put the developed in the including
Coca Cola team and Powerade®
began 1940s and
in bottles introduced in sports drink,
global Qoo®
the 1950s;
expansion children's
Sprite® followed
in 1961, with fruit drink
TAB® in 1963 and Dasani®
and Fresca® in 1966 bottled
water
2000-present

The first decade of the new millennium brought with it an increase in Coca-Cola’s efforts to
create a sustainable framework for the future.

In 2009, the company launched Live Positively – a public commitment to making a positive
difference in the world by redesigning the way we work and live so that sustainability is part of
everything we do. Live Positively includes goals for providing and tailoring drinks for every
lifestyle, supporting active, healthy-living programmes, building sustainable communities,
reducing and recycling our packaging, cutting our carbon emissions, establishing a sustainable
water operation and creating a safe, inclusive work environment for all.
Coca Cola Amatil has a long-standing relationship
with The Coca Cola Company, which is both a
shareholder and brand owner. They have been a
Coca Cola botller and distributor since 1965.

Coca Cola Amatil have 270m potential consumers,


950.000+ customers, 13.000 employees, 130+
brands, 46 warehouses, 36 production facilities, 6
countries and 5 segments to operate.
The 5 segments consists of:
1. Australian Beverages
2. New Zealand & Fiji
3. Indonesia & Papua New Guinea
4. Alcohol & Coffe - Sydney
5. Corporate, Food & Services - Australian
In Indonesia & Papua New Guinea Business
manufacture, sell, distribute and market non-alcoholic
ready-to-drink products to hundreds of thousands of
modern and general trade outlets across the two
markets. In addition to the iconic Coca Cola family of
products, includes Sprite, Fanta, Nutriboots and
Minute Maid. In each country they also produce locally
-loved brands including Frestea and Ades in Indonesia
and BU in Papua New Guinea.
They operate eight manufacturing facilities in
Cibitung, Cikedokan, Bandung, Medan, Lampung,
Semarang, Surabaya, and Denpasar. They employ a
total workforce of around 6,300 full-time employees
and around 3,600 contractors, and distribute over a
billion litres of refreshing drinks to outlets across the
nation. They have approximately 830,000 customers.
In Indonesia at the end of 2017 they launced new
product supported by Caffitaly. The product was
Grinders Coffee System.
Case Discussion
Our discussion will include in several subject, which is
1. SWOT Analysis
2. Marketing Mix
3. Finance
4. Communication and Information
5. Operation Management
6. People
SWOT Analysis
Strength
1. Following a two-fold distribution strategy that has
generated significant improvements in effectiveness and
efficiency in the route-to-market execution.
2. Having established a network of Coca-Cola Official
Distributors across Indonesia. These distributors offer
better capability to execute the “last mile” delivery,
significantly increasing the customer reach.
3. A large local sales team, segmented into the different
market channels.

Weakness
1. Relies on a number of raw materials (refined sugar &
orange juice) from the import market
2. Raw materials rarely make unit costs increase
SWOT Analysis
Opportunities
1. Indonesia have big number of population which is a
potential market
2. 12.000 customers spread around the 22 province of the
country
3. Indonesia is forecast to be the world’s fourth largest
economy by 2050; gross domestic product per capita has
increased 13 per cent per annum since 2000; and the
economy is expected to be strong and relatively stable
4. Short-term challenges with subdued consumer spending in
food and commercial beverages
5. Coffee is a common and favorite beverage for Indonesian
people
SWOT Analysis
Threath
1. Several new government regulation discourses have the
potential to affect the investment of Coca Cola Amatil
Indonesia. For example, rules regarding the management of
water resources and a limited ban on the import of sugar.
2. The purchasing power is weak. According to the records of
Coca Cola Amatil Indonesia, the national beverage industry
last year (2017) actually shrank 1%. In fact, it is usually able
to grow 7% - 8% every year.
3. Implementation of FTA has made imported products
increasingly rampant
4. Competition with other competitor have cheaper cost of raw
materials was cause by FTA Similar product from competitor
5. Market is fragmented with many recent entrants, however
these are mostly single category focused with additional
minor plays in other categories.
SWOT Analysis - Strategy
The Strategy:
1. A significant investment is being made in the coffee to tap into the
opportunities these categories present.
2. Continue strengthening in leadership position in the sparkling
beverages category.
3. Focusing on delivering strong market execution, new pack and product
launches, supported by a broader brand marketing and advertising
program.
4. Transformation of route-to-market model will continue to be rolled out
in other parts of Indonesia.
5. Expecting product availability to improve as a result.
6. Also expecting ongoing productivity gains through initiatives in
manufacturing and logistics efficiency, resulting in a lower overall cost
to serve.
7. Continue to benefit from the very strong alignment with The Coca-Cola
Company with governance and operating arrangements working well
for both organisations.
Managing Operation
characteristics of different types of
customers and their requirements -
requirements of customers in these
classifications
Segmentation of the coca cola
market
• Geographical: The scope is all over the world.
• Psikografis :
Lifestyle : Real taste & Great taste, ready to drink
Personality : Activities, Indonesia who dare to
challenge conventional beliefs and try
to make anythings possible, Spirit
Segmentation of the coca cola
market
• Demographic: This product will be offered to:
Age: 10-50 years
Gender: Men and women
Marital status: all statuses
(unmarried and married)
Income level: above IDR 500,000.00 per month
Education level: Elementary - Bachelor
Type of work: students, civil servants,
private employees
Religion: any religion and no religion
Target Market

The target market pattern of The Coca Cola


Amatil is product specialization, which only
concentrates on making and distribute
beverage products. Coca Cola Amatil can build
a strong reputation on specific products.
Marketing Mix – 4P
PRODUCT
Products can either take a tangible or intangible form.

The new products are stylish, Italian designed machines featuring advanced
capsule technologies.
Grinders Coffee Roasters have collaborated with Caffitaly to design a unique
system of machines and capsules to deliver a favourite café quality drinks
conveniently at home.

There are two main products with their varians:


1. Machines: Milano, Roma, Venice, and Bella
2. Capsules: Grinders, Fix, and Romanza
Marketing Mix – 4P
Specifications Milano Roma Venice Bella
Dimensions (W x H x D) 220 x 280 x 170 x 260 x 155 x 270 x -
mm 360 350 360
Weight 6 kg 4 kg 4 kg 6 kg
Capsules Capacity 18 8 8 -
Pump Pressure Max 15 bar Max 15 bar Max 15 bar -
Water Tank Capacity 1.3 liter 1.2 liter 1 liter -
Milk Jug Capacity - - - 250 ml

Colour Combinations 2 2 2 1
Marketing Mix – 4P
Marketing Mix – 4P
PRICE
Price is often a key aspect of the mix, as many people will only buy products
that are either expensive or cheap. The price of the product needs to
assessed very carefully, as the business needs to recover its costs and bulid
in a realistic and achivable profit margin. The cost of the goods presents the
customer with the cost of purchasing the product.

The segmentation of the consumers are from midle class and up, so to
competitiveness the price of the products are spread out as below:
The machines: Milano IDR 3.000.000,- to 3.500.000,- per unit
Roma IDR 2.000.000,- per unit
Venice N/A
Bella IDR 1.000.000,- to 1.500.000,- per unit

The capsules: Grindres IDR 175.000,- per pack


Fix IDR 150.000,- per pack
Romanza IDR 150.000,- per pack
Marketing Mix – 4P
PLACE
This process involves company activites that make the product available to target
customers across the board.

The products of Caffitaly Grinder Coffee System are imported. PT. CCAI distribute the
products using modern market in malls to reach end users.
Glocieries Amounts Provincies
Hypermart 45 Stores DKI Jakarta, Banten, Jawa Barat, Jawa Tengah,
Jawa Timur
Foodmart Fresh 13 Stores DKI Jakarta, Banten, Sumatera Barat, Bali,
Sumatera Selatan
Smartclub 4 Stores DKI Jakarta, Nusa Tenggara Barat, Sulawesi Selatan
Farmers Market 18 Stores DKI Jakarta, Banten, Jawa Barat, Jawa Timur,
Kalimantan Timur
Ranch Market 16 Stores DKI Jakarta, Jawa Timur, Banten
Hero 13 Stores DKI Jakarta, Jawa Barat, Banten
Marketing Mix – 4P
PROMOTION
Promotion involves informing or educating the markets of the products and services
the organisation offers. This activity communicates the merit of the product and
persuades target customers to buy it.
Communication and
Information
Evaluate the impact of advances in systems
technology - implications of technological
advances on computer systems used in
logistics and transport operations
Coffe grinders products, promoted through websites, social networking
Managing Operation
Types of management structure - Explain
the command and control issues created by
different management structures
People
A. Understand methods of training and
development in relation to teams and
individuals
Coca-Cola Amatil Indonesia Cultivating Opportunities

At CCAI, the team’s spirit to grow is well-supported by comprehensive resources,


professional training, career guidance and development opportunities. Let’s take
for example, the Supply Chain Technical Academy (SCTA) that is specifically
designed for the Supply Chain team. Founded in 2014, SCTA is committed to
developing Technical People Capability for today and tomorrow in order for the
Production team to be able to operate three different machines as certified A3
Associates. In 2016, SCTA has expanded to not only include Manufacturing but
also PSD, Supply Planning and the Warehouse team. Production Team leaders and
Operators are targeted to be able to operate three different machines in addition
to skills in change over, machine care and trouble shooting as A3 Apprentices.
CCAI equips its sales team with various progressive and applicable modules at its
Sales Academy which emphasizes the importance of training, benefits for
employees, responsibilities and contributions to the company as well as the
consequences if training is not performed according to guidance. Providing new
skills and knowledge through in-class training, on the job training, and e-learning,
CCA Sales Academy was established in collaboration with Coca-Cola University.
about refrigeration systems is extremely important, hence the
Cold Drink
Equipment and Services (CDES) Academy was set up in 2014. The programme,
Refrigeration Technician Certification, developed in partnership with the
Professional Certification Agency of Metals and Machinery Indonesia (Lembaga
Sertifikasi Profesi Logam & Mesin Indonesia-LSP LMI) and the National Boards of
Certification (Badan Nasional Sertifikasi Profesi-BNSP), aims to improve and
standardize technician’s skills in the field of refrigeration.
The training curriculum includes Safety, Quality, Refrigeration System, Refrigerant
Handling, Cooling Diagnostic, Wiring and Electrical Knowledge, Electrical
Troubleshooting as well as Brazing Techniques for CDES and External Service
Provider that continuously supports CDES activities as well as 300 Certified
Technicians and 10 Certified Assessors in 2016. Not only do they pay close
attention to their existing employees, CCAI is also expanding its employment in
Indonesia through their Graduate Trainee Programme (GTP). Founded in 1995,
GTP has been designed to foster top talents for challenging, rewarding
management-level roles within the company. In this programme, graduates will
benefit from a structured career track within the department and will be given
opportunities to take responsibility and have an impact on the business from the
beginning.
People
B. Incorporate human resource
requirements into the planning process
CCAI Academy: Coca-Cola Employee Solutions
Improve Career

Coca-Cola Amatil Indonesia (CCAI) presents CCAI Academy. This is a capability


development program for thousands of employees in terms of knowledge and skills.
So that employees can develop their careers in the future.

There are three capabilities given by CCAI Academy. First, functional and technical,
including occupational health & safety, general trade sales, modern sales trade,
manufacturing, logistics, cold drink equipment & services, human resources, finance,
public affairs communications and information technology.

Second, leadership aimed at supervisors, junior managers, middle-level managerial


and leadership programs for women.
Third, the talents are aimed at preparing postgraduate graduates and high-
performance employees to become future leaders.
People
Methods of training and development in
relation to teams and individuals - Analyse
ways to appraise individuals
Finance
2017 Performance
EBIT increase of 35,2 % on a constant currency basis,
contributing an additional $21,3 milion of EBIT.
Finance
Finance
Finance
Finance
Finance
Finance
Financial Analysis

Rasio CCA Industry RoE =


Earning After Tax
Total Equity
RoE 25,61% 20,87%
Earning After Tax
RoA 7,36% 6,33% RoA =
Total Aset

Quick Ratio 1,16 1,2 Current Aset - Accrued Expense - Inventory


QR =
Current Ratio 1,52 1,56 Current Liabilities

Gross Profit Margin 38,94% 38,07% CR =


Current Aset
Current Liabilities
Net Profit Margin 9,18% 7,82%
Gross Profit
Inventory Turn Over 4,56 4,49 GPM =
Net Sales

Net Profit
NPM =
Net Sales

Sales
ITO =
Inventory
Conclusions
1. According to SWOT analysis CCAI strategy is to increase good reputations
and open new product lines.
2. Coca Cola Amatil can build a strong reputation on specific products.
3. The company has using many communication medias i.e. internet
marketing.
4. The structure management that use are functional management and
divisional structure, in other word matrix structure.
5. The costumer were clasified into several segments, geographical,
psycograpic, and demographic
6. The company present CCAI academic to support skills and knowledge their
employee.
7. The financial analysis result show that the company has a good
performance.
References

1. Bussiness Theory Modul, 2018, Politeknik Pos Indonesia


2. Bussiness Aplication Modul, 2018, Politeknik Pos Indonesia
3. Annual Report 2017, Coca Cola Amatil
4. http://coca-colaamatil.co.id/
5. https://id.investing.com/equities/coca-cola-amatil-limited-income-statement
6. https://www.grinderscoffee.id/
7. https://www.italianfood.net/2017/12/22/caffitaly-indonesia-coca-cola-amatil/
8. https://industri.kontan.co.id/news/coca-cola-amatil-indonesia-siapkan-produk-kopi