Coca Cola Assengment

Management approach of coca cola

ASSINGMENT ON

MANAGEMENT APPROACH

OF

COCA COLA

SUBMITTED TO: SUBMITTED BY DR. GAURI MODWEL SNEHA(54) SEC-A


ABOUT COMPANY

Coca Cola Company is a global and multinational company and one of the United

States based company founded in the year 1886. It is one of the world's leading

manufacturer, marketer and distributor of cola type’s products. The industrial type

of the company comes under the Beverages. The company's headquarter is situated

at Atlanta. It has its worldwide operation in more than 200 countries of the world.

The international operation of Coca Cola generates around 70 percent of income.

The company for the year 2002 was regarded as the company having highest Brand

value. The brand value was measured at 69,637,000,000 in terms of $. Presently

the company has more than 400 brands over the world.

The company employs approximately 55,000 peoples over the world. The net

income of the company as of the year ended on December 31, 2005 reached at $

4,872 million.

Presently E. Neville Is dell is the Chairman, Board of Directors and the Chief

Executive Officer of the Company.


C OMPANY PROFILE AND PRODUCTS

BRANDS OF COCA COLA

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

For those with a high-intensity approach to life, Coca Cola’s brands of Energy Drinks contain ingredients such as ginseng extract, guarana extract, caffeine and B vitamins.

Juices/Juice DrinksWe bring innovation to the goodness of juice in Coca Cola’s more than 20 juice and juice drink brands, offering both adults and children nutritious, refreshing and flavorful beverages.


Soft Drink

Coca Cola’s dozens of soft drink brands provide flavor and refreshment in a variety of choices. From the original Coca-Cola to most recent introductions, soft drinks from The Coca-Cola Company are both icons and innovators in the beverage industry.

Sports Drinks

Carbohydrates, fluids, and electrolytes team together in Coca Cola’s Sports Drinks, providing rapid hydration and terrific taste for fitness-seekers at any level

Tea and Coffee

Bottled and canned teas and coffees provide consumers' favorite drinks in convenienttake-anywhere packaging, satisfying both traditional tea drinkers and today's growing coffee culture.

Water

Smooth and essential, our Waters and Water Beverages offer hydration in its purest form.


Other DrinksSo much more than soft drink.Coca cola’s brands also include milk products,soup etc.

PRODUCT LIFE CYCLE

Coca-cola is in a stage of growth according to a product life cycle analysis. It is

recovering its market share very quickly which it had lost in previous years

although there is good competition in market but it is still recovering and

enjoying healthy profits. There are no barriers for new entrants, and many

companies are entering in this industry because of healthy growth.


EPRG MODEL

Coca –cola has a geocentric policy regarding their human resource and policy making for host countries. They design their 4 P’s and management policies according to the environment and atmosphere of the host country. And they hire employees on merit regarding their qualifications and knowledge without any discrimination between the countries and races.

Like for example in Pakistan here Coca –cola is being lead by a Pakistani head, Mr. Asadullah Sherazi (GM CCBPL). 4 P’s are designed by management of the host country, as BASANT is being celebrated by Coca –cola in Pakistan, which is a very important event celebrated by the main target market of the company.

In 1977, Coke left India when asked to dilute its equity. It felt that it could not risk losing the Cola formula that made Coke "the real thing". Besides, at that time it had not accepted anywhere in the world the idea of joint ventureship or minority role in a firm. It had hundred per cent subsidiaries in different part of the world and India was no exception. Further, it had not done anything to either develop the soft drink market or industry and most Coke bottlers operated slow speed bottling plants. But in the 1990s, Coke is different. It considers local markets, local government aspirations and competition to decide its market entry and marketing strategy. So in 1993, Coke re-entered India not as a 100 per cent owned subsidiary of its Atlanta parent, but through a strategic alliance with Parle.

A global firm sources its inputs from different countries with a prime concern of getting them at the lowest cost. It processes them or adds value or manufactures finished goods in countries where it can derive the maximum economies of scale

so that it can pursue low cost differentiated strategy in the world markets. Thus, it is a geocentric orientation that makes a firm succeed in today's and tomorrow's

market.


Countries Who Consume The Most Coca-Cola

1) United States2) Mexico3) Germany4) Argentina5) Spain6) South Africa7) Japan8) Brazil9) United Kingdom10) Philippines

CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster & Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly defines.

PROMOTION BY THE COMPANY


All advertisement expenditure is incurred by coca-cola India, but

only D.P. Board, wall painting, S.G.A.’s etc. Company spends on it

around 8-9 % total sales company invested 305 crore rupees in

advertisement Budget.

Radio.

T.V.

Hoardings.

Road signs.

Sticker.

Neon light.

Banners.

Newspaper.

Magazines.

Exhibition.

Posters.

Sponsoring local events.

Mission, Vision & ValuesThe world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all


about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners.

Our Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.

Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

Live Our Value

Our values serve as a compass for our actions and describe how we behave in the world.


Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real 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

Focus on the Market

Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious

Work Smart

Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently

Coca Cola Assengment

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