Project SM

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Acknowledgement

In the name of Allah the praiseworthy, the passionate whose

blessings made it possible for us to complete this complex task.

It is a matter of great Pleasure and enthusiasm for us to

complete our project. It is all because of Almighty Allah’s great

guidance that made us do that.

We are especially thankful to our respected Teacher Mr.

Nauman Malik who provided us an opportunity to prepare this

Project report and encouraged us. It was not possible without the

guidance he provided to us, to complete this project. We are also

thankful to the organization we have studied, Coca Cola.

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Know the most recognized wordon the planet after “OK”!

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Table of Contents

Topics Page

Number Acknowledgement 01Table of Contents 03

Executive Summary 04Objectives of The Research 04

Strategy Formation 05 Introduction of Coca Cola 06Vision Statement of Coca Cola 08

Mission Statement of Coca Cola 09Goals of Coca Cola 10

Portfolio Analysis 11 SWOT Analysis 13 External Factor Evaluation Matrix 21Growth Strategy 22

Strategies of Quality 24 Marketing Strategy 25Conclusion & Recomendations 28

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E XECUTIVE S UMMARY

We were asked to Study a strategy of some company, and make a

report on it. The company which we chose for studying a strategy is Coca-

Cola Private Limited Pakistan, as it was our course requirement. We had

registered under the supervision of Mr. Nauman Malik, in the subject of

“Strategic Management”

The scope of project is to study is to discuss the strategies adopted

and applied by the coca cola company In Pakistan. From the last month or so

our group is studying continually the strategies adopted by the coca cola

company. The Coca Cola Company was invented in 1886 by John Styth. In

Pakistan they made there own production plant for the first time in 1996 , after

coming here in 1950.

R ESEARCH O BJECTIVE

Our research objective was to find out the strategies that have been

applied by the company coca cola private limited in Pakistan. And then study

and analyze those strategies.

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H ow S TRATEGY I S F ORMED

Entrepreneurs and business managers are often so preoccupied with

immediate issues that they lose sight of their ultimate objectives. That's why abusiness review or preparation of a strategic plan is a virtual necessity. This

may not be a recipe for success, but without it a business is much more likely

to fail. A sound plan should:

• Serve as a framework for decisions or for securing

support/approval

• Provide a basis for more detailed planning.

•

Explain the business to others in order to inform, motivate &involve.

• Assist benchmarking & performance monitoring.

• Stimulate change and become building block for next plan.

Strategic Analysis Industry analysis

Customer/marketplace Environmental forecast

Competitor analysis

Assessment of internal Strengths, weaknesses

Mission&

Vision

Objectives

SupportingOrganizatio

nalArrangemen

tsStructure,

Rewards, Process,

People Etc.

Strategy

The central integrated,

externally oriented concept of how we will

achieve our objectives.

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I NTRODUCTION O F C OCA C OLA

Coca-Cola has sold more than one billion servings every day. More than

10,450 beverages are consumed every second. The company achieved

earnings of $4,347,000,000 in 2003. It is present on all seven continents and

is recognized by 94% of the world population. How did Coca-Cola grow from

its humble roots as a home-brewed Georgia-based patent medicine to be the

international soft drink powerhouse that it is today? Coca-Cola used

numerous technologies to achieve its rise to the top of the soft drink industry,

defining new technologies and establishing paradigms that popped the status

quo like a cap from a soda bottle. Through technology, Coca-Cola perfected

Coke as a beverage and spread it throughout the world. Even today, the US

soft drink industry is organized on this principle. "The Coca-Cola Company" is

now the largest soft drink company in the world. Every year 800,000,000

servings of just "Coca-Cola" are sold in the U.S alone.

Shared Values

Leadership The courage to shape a better future

Collaboration Leverage collective genius

Integrity Be real

Accountability If it 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

Departments

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There are six departments working in the coca cola company.

• Marketing

•

Finance• Packaging

• Sales

• Research and development

• Administration

C OKE’S V ISION

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The vision of coke is to guide every aspect of our business by

describing what we need to accomplish in order to continue achieving

sustainable 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 wining 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 being mindful of our overall

responsibilities.

Be a lean and highly effective fast moving organization

Mission

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Mission statement is a statement of organization purposes that what it

wants to accomplish in order to achieve mission of increasing market share

and maintain good relations with our customers all over the world. We wish to

create value for all the constraints we serve, including our consumers our

bottlers and our communities. The coca cola company creates value by

executing business strategy guided by four key beliefs.

• Customer is a king; customer demand drives everything we do.

• Brand coca cola is the core of our business.

• We will serve consumers a broad selection of the nonalcoholic

ready to drink beverages they want to drink throughout the day.• We will be the best marketers in the world.

Every thing we do is inspired by our enduring MISSION

To refresh the world in body mind and spirit.

To inspire moments of optimism through our brands and our action.

To create value and make a difference everywhere we engage.

O BJECTIVES O F C OCA C OLA

• The company has sales based objective. Everything else

(marketing plan, advertising plan production etc) is derived fromthis objective.

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• Currently the company objective is to.

• Increase the volume of sales up to the maximum level as much

as possible during the current fiscal year

•

The company sets its objective keeping in view the past performance, historical trends current market posting, economic

condition macro environment and micro environment factors

social values market size and growth rate future expectations

and predictions

G OALS O F C OCA C OLA

All CCBPL plants setup their own goal to achieve the objective the

company goal is

“To increase sales volume and gain market leadership in Pakistan.”

P ORTFOLIO A NALYSIS

A tool by which the management identifies and evaluates the various

businesses that makes up the company. Generally there are two approaches

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of doing the portfolio analysis & Coca Cola’s portfolio analysis is done with

both the methods & the results are as follows:

BCG (Boston Consulting Group) Approach

In The BCG approach a company classifies all its bus according to the

growth share matrix.

Coke is one of the main product lines of the coca cola company. It is

the one which giving maximum revenues to it by different products in this line.

Here we have classified some of its major products in the BCG matrix on the

basis of their fame and liking of the people

STAR

Coke classifies is the basic product through which the coca cola

company got the fame. It is one product, which gives the maximum revenue

from all over the world. It is one flavor which has the maximum consumers all

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over the world. Coke has already worked a lot on it by launching new flavors

in it, but still it is a product they can turn as famous as coke classic.

Cash cowsFanta and sprite are the products, which the coca cola company can

never think of stop producing. It is the one which make the coke company a

huge success; it was one product which gives billion of dollars as revenue

from world over. Whenever the company thinks of launching its product in a

country the first product they launch is coke classic as they know that if don’t

work here then nothing else can.

Question Mark

Products that are still not a big hit as they haven’t consumed much

time yet. Sprite 3G, Sprite Zero, Diet Coke, and kinley are the examples of

these question marks as the question marks as they have not taken much

time yet to get a hold of market & not even the large percentage of the people

have tasted it. So it needs time to be fully tested by the company and the

company needs to think whether it should continue the production or should

divert to something new.

Dogs

A product that has not worked well or a product which has been a

source of loss flavored. Fanta is one product that was not a big hit. Even it’s

not a long period which flavored fanta has consumed but still there are signs

that it won’t be a success. So it’s better for the company to get rid of it.

S WOT A NALYSIS

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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 Interbred, a branding consultancy, recognizes Coca-Cola

as one of the leading brands in their top 100 global brands ranking in 2006.

The Business Week-Interbred valued Coca-Cola at $67,000 million in 2006.

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 have

an adverse impact on the company’s market share.

Strengths Weaknesses

World’s leading brand.

Large scale of operations.

Robust revenue growth in three

segments.

Negative publicity.

Sluggish performance in North

America.

Decline in cash from operating

activities.

Opportunities Threats

Acquisitions.

Growing bottled water market.

Growing Hispanic population in US.

Intense competition.

Dependence on bottling partners.

Sluggish growth of carbonated

beverages.

Strengths

World’s leading brand

Coca-Cola has strong brand recognition across the globe. Thecompany has a leading brand value and a strong brand portfolio. Business-

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Week and Inter brand, a branding consultancy, recognize Coca-Cola as one

of the leading brands in their top 100 global brands ranking in 2006.The

Business Week-Inter brand valued Coca-Cola at $67,000 million in 2006.

Coca-Cola ranks well ahead of its close competitor Pepsi which has a ranking

of 22 having a brand value of $12,690 million Furthermore; Coca-Cola owns a

large portfolio of product brands. The company owns four of the top five soft

drink brands in the world: Coca-Cola, Diet Coke, Sprite and Fanta. Strong

brands allow the company to introduce brand extensions such as Vanilla

Coke, Cherry Coke and Coke with Lemon. Over the years, the company has

made large investments in brand promotions. Consequently, Coca-cola is one

of the best recognized global brands. The company’s strong brand value

facilitates customer recall and allows Coca-Cola to penetrate new markets

and consolidate existing ones.

Large scale of operations

With revenues in excess of $24 billion Coca-Cola has a large scale of

operation. Coca-Cola is the largest manufacturer, distributor and marketer of

nonalcoholic beverage concentrates and syrups in the world. Coco-Cola is

selling trademarked beverage products since the year 1886 in the US. The

company currently sells its products in more than 200 countries. Of the

approximately 52 billion beverage servings of all types consumed worldwide

every day, beverages bearing trademarks owned by or licensed to Coca-Cola

account for more than 1.4 billion. The company’s operations are supported by

a strong infrastructure across the world. Coca-Cola owns and operates 32

principal beverage concentrates and/or syrup manufacturing plants located

throughout the world. In addition, it owns or has interest in 37 operations with

95 principal beverage bottling and canning plants located outside the US. The

company also owns bottled water production and still beverage facilities as

well as a facility that manufactures juice concentrates. The company’s large

scale of operation allows it to feed upcoming markets with relative ease and

enhances its revenue generation capacity.

Robust revenue growth in three segments

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Coca-cola’s revenues recorded a double digit growth, in three

operating segments. These three segments are Latin America, ‘East, South

Asia, and Pacific Rim’ and Bottling investments. Revenues from Latin

America grew by 20.4% during fiscal 2006, over 2005. During the same

period, revenues from ‘East, South Asia, and Pacific Rim’ grew by 10.6%

while revenues from the bottling investments segment by 19.9%. Together,

the three segments of Latin America, ‘East, South Asia, and Pacific Rim’ and

bottling investments, accounted for 34.8% of total revenues during fiscal

2006. Robust revenues growth rates in these segments contributed to top-line

growth for Coca-Cola during 2006.

Weaknesses

Negative publicity

The company received negative publicity in India during

September 2006.The company was accused by the Center for Science and

Environment (CSE) of selling products containing pesticide residues. Coca-

Cola products sold in and around the Indian national capital region contained

a hazardous pesticide residue. These pesticides included chemicals which

could cause cancers, damage the nervous and reproductive systems and

reduce bone mineral density. Such negative publicity could adversely impact

the company’s brand image and the demand for Coca-Cola products. This

could also have an adverse impact on the company’s growth prospects in the

international markets.

Sluggish performance in North America

Coca-Cola’s performance in North America was far from robust. North

America is Coca-Cola’s core market generating about 30% of total revenues

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during fiscal 2006. Therefore, a strong performance in North America is

important for the company. In North America the sale of unit cases did not

record any growth. Unit case retail volume in North America decreased 1%

primarily due to weak sparkling beverage trends in the second half of 2006

and decline in the warehouse-delivered water and juice businesses.

Moreover, the company also expects performance in North America to be

weak during 2007.

Sluggish performance in North America could impact the company’s

future growth prospects and prevent Coca-Cola from recording a more robust

top-line growth.

Decline in cash from operating activities

The company’s cash flow from operating activities declined during

fiscal 2006. Cash flows from operating activities decreased 7% in 2006

compared to 2005. Net cash provided by operating activities reached $5,957

million in 2006, from $6,423 million in 2005. Coca-Cola’s cash flows from

operating activities in 2006 also decreased compared with 2005 as a result of

a contribution of approximately $216 million to a tax-qualified trust to fund

retiree medical benefits. The decrease was also the result of certain

marketing accruals recorded in 2005.

Decline in cash from operating activities reduces availability of funds

for the company’s investing and financing activities, which, in turn, increases

the company’s exposure to debt markets and fluctuating interest rates.

Opportunities

Acquisitions

For the last one year, Coca-Cola has been aggressively

adopting the inorganic growth path. During 2006, its acquisitions included

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Kerry Beverages, (KBL), which was subsequently, reappointed Coca-Cola

China Industries (CCCIL). Coca-Cola acquired a controlling shareholding in

KBL, its bottling joint venture with the Kerry Group, in Hong Kong. The

acquisition extended Coca-Cola’s control over manufacturing and distribution

joint ventures in nine Chinese provinces. In Germany the company acquired

Apollinaris which sells sparkling and still mineral water in Germany. Coca-

Cola has also acquired a 100% interest in TJC Holdings, a bottling company

in South Africa. Coca-Cola also made acquisitions in Australia and New

Zealand during 2006. These acquisitions strengthened Coca-Cola’s

international operations. These also give Coca-Cola an opportunity for

growth, through new product launch or greater penetration of existing

markets.

Stronger international operations increase the company’s capacity to

penetrate international markets and also gives it an opportunity to diversity its

revenue stream.

Growing bottled water market

Bottled water is one of the fastest-growing segments in the world’s

food and beverage market owing to increasing health concerns. The market

for bottled water in the US generated revenues of about $15.6 billion in 2006.

Market consumption volumes were estimated to be 30 billion liters in 2006.

The market's consumption volume is expected to rise to 38.6 billion

units by the end of 2010. This represents a CAGR of 6.9% during 2005-2010.

In terms of value, the bottled water market is forecast to reach $19.3 billion by

the end of 2010. In the bottled water market, the revenue of flavored water

(water-based, slightly sweetened refreshment drink) segment is growing by

about $10 billion annually. The company’s Dasani brand water is the third

best-selling bottled water in the US. Coca-Cola could leverage its strong

position in the bottled water segment to take advantage of growing demand

for flavored water.

Growing Hispanic population in US

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Hispanics are growing rapidly both in number and economic power. As

a result, they have become more important to marketers than ever before. In

2006, about 11.6 million US households were estimated to be Hispanic. This

translates into a Hispanic population of about 42 million. The US Census

estimates that by 2020, the Hispanic population will reach 60 million or almost

18% of the total US population. The economic influence of Hispanics is

growing even faster than their population. Nielsen Media Research estimates

that the buying power of Hispanics will exceed $1 trillion by 2008- a 55%

increase over 2003 levels. Coca- Cola has extensive operations and an

extensive product portfolio in the US.

The company can benefit from an expanding Hispanic population in

the US, which would translate into higher consumption of Coca-Cola products

and higher revenues for the company .

Threats

Intense competition

Coca-Cola competes in the nonalcoholic beverages segment of the

commercial beverages industry. The company faces intense competition in

various markets from regional as well as global players. Also, the company

faces competition from various nonalcoholic sparkling beverages including

juices and nectars and fruit drinks. In many of the countries in which Coca-

Cola operates, including the US, PepsiCo is one of the company’s primary

competitors. Other significant competitors include Nestle, Cadbury Schweppes, Groupe DANONE and Kraft Foods. Competitive factors

impacting the company’s business include pricing, advertising, sales

promotion programs, product innovation, and brand and trademark

development and protection. Intense competition could impact Coca-Cola’s

market share and revenue growth rates.

Dependence on bottling partners

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Coca-Cola generates most of its revenues by selling concentrates and

syrups to bottlers in whom it doesn’t have any ownership interest or in which it

has no controlling ownership interest. In 2006, approximately 83% of its

worldwide unit case volumes were produced and distributed by bottling

partners in which the company did not have any controlling interests. As

independent companies, its bottling partners, some of whom are publicly

traded companies, make their own business decisions that may not always be

in line with the company’s interests. In addition, many of its bottling partners

have the right to manufacture or distribute their own products or certain

products of other beverage companies.

If Coca-Cola is unable to provide an appropriate mix of incentives to its

bottling partners, then the partners may take actions that, while maximizing

their own short-term profits, may be detrimental to Coca-Cola. These bottlers

may devote more resources to business opportunities or products other than

those beneficial for Coca-Cola. Such actions could, in the long run, have an

adverse effect on Coca-Cola’s profitability. In addition, loss of one or more of

its major customers by any one of its major bottling partners could indirectly

affect Coca-Cola’s business results. Such dependence on third parties is a

weak link in Coca-Cola’s operations and increases the company’s business

risks.

Sluggish growth of carbonated beverages

US consumers have started to look for greater variety in their drinks

and are becoming increasingly health conscious. This has led to a decrease

in the consumption of carbonated and other sweetened beverages in the US.

The US carbonated soft drinks market generated total revenues of $63.9

billion in 2005, this representing a compound annual growth rate (CAGR) of

only 0.2% for the five-year period spanning 2001-2005. The performance of

the market is forecast to decelerate, with an anticipated compound annual

rate of change (CAGR) of -0.3% for the five-year period 2005-2010expected

to drive the market to a value of $62.9 billion by the end of 2010. Moreover in

the recent years, beverage companies such as Coca-Cola have been

criticized for selling carbonated beverages with high amounts of sugar and

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unacceptable levels of dangerous chemical content, and have been

implicated for facilitating poor diet and increasing childhood obesity.

Moreover, the US is the company’s core market. Coca-Cola already expects

its performance in the region to be sluggish during 2007. Coca-Cola’s

revenues could be adversely affected by a slowdown in the US carbonated

beverage market.

E XTERNAL F ACTOR E VALUATION

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KEY EXTERNAL FACTOR

OPPORTUNITIES Weight Rating W.Scor

e• Acquisitions.

• Growing bottled water market.

• Growing Hispanic population in

US

0 .18

0 .19

0 .13

3

2

4

0.54

0.38

0.52

THREAT

•

Intense competition.• Dependence on bottling

partners.

• Sluggish growth of carbonated

beverages.

0 .13

0 .16

0 .21

4

3

4

0.52

0.48

0.84

1 3.28

G ROWTH S TRATEGY

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Growth is the main objective of every organization. They look forward

for expanding & growing in deferent markets and making a variety in their

product line. A company can identify their growth through the product market

expansion grid. The approach is known as ANSOFF.

Coca Cola Company can also identifies its expansion through the

ANSOFF approach

Products

Markets

Current New

Current Market Penetration Product Development New Market Development Diversification

Market penetration

Market penetration is the strategy, which every company has to opt

when it reaches a maximum height of growth. Coca cola in Pakistan is doing

market penetration through the selling its products to the business buyer, who

are huge multinational organizations like McDonalds, Subway, Dunkin Donuts

and many more, they are also keeping the local market in focus.

Market development

Market development is exploring new markets for the products you are

already selling. Many flavors of coca cola are not being sold in Pakistan.

Coca cola can develop a new market if they introduce those flavors in

Pakistan. Many people in Pakistan want a change in beverages industry, as

they are having the same flavors from many years.

Product development

A company takes a risk when it does product development, there is a

chance that it looses its customers or there will be crowd of people

demanding their product. Coca coal company can do product development by

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introducing the new flavors in Pakistan which are not sold anywhere in the

world by the coke company. The company has to put large effort in that, as it

has to conduct all market research for it.

Diversification

Diversification strategy is one which every company really wants to

practice, there are lots of chances of growth but the risk factors is also there.

The company can manufacture products, which are not manufactured by it

before, coca cola is only dealing in beverages but it can also manufacture its

own snacks items as the company name is known almost all over the world .

S TRATEGIES O F Q UALITY

After micro and macro analysis Brand “coke” is primarily role

• Enhance competition moments

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• When people watch cricket

• Through commercialization

• Fun time

Though these strategies there could be better understanding and

better connection with the public. These are the “key consumption”.

Threats from Competitors

Threats are well planned. Price is the major threat. When price goes

certain beyond the exact price whether come down or go higher its effects the

consumption of soft drink. Because when the price go higher people go for the substitute of “coke” i.e. Pepsi.

And when price goes down they think that there is must be some thing

wrong in it. In short it all depends on customer’s perception.

M ARKETING S TRATEGY

Our local marketing strategy enables Coke to listen to all the voices

around the world asking for beverages that span the entire spectrum of tastes

and occasions. What people want in a beverage is a reflection of who they

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are, where they live, how they work and play, and how they relax and

recharge. Whether you're a student in the United States enjoying a refreshing

Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a

juice drink, or a couple in Korea buying bottled water after a run together,

we're there for you. We are determined not only to make great drinks, but also

to contribute to communities around the world through our commitments to

education, health, wellness, and diversity. Coke strives to be a good

neighbor, consistently shaping our business decisions to improve the quality

of life in the communities in which we do business. It's a special thing to have

billions of friends around the world, and we never forget

it.

M ARKET P OSITIONING

Product Range

The total range of Coca Cola Company in Pakistan includes:

•

Coke.• Sprite.

• Fanta.

• Diet Coke.

And company offers their products in different bottle sizes these include:

• SSRB (standers size returnable bottle)

• LRB (litter returnable bottle)

• NRB (no return bottle) or disposable bottle

• PET 1.5 (1.5 litter plastic bottle)

• CANS (tin pack 330 ml)

Packing

Coca cola products are available in different packing

• 24 regular bottle shell

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• 6 bottle pack for 1.5 pets

• 12 bottles in a pack for disposable bottle

• 24 cans in one pack.

S ALES P ROMOTION A CTIVITIES

Coke-Studio

Music is one of the most important and cruicial way to reach the

hearts of the public. Coke studio recently started a TV-Program by the nameof Coke Studio, which produce fusion music by combining different singers of

Pakistan and there music. This program is the production of Coca-Cola. And

has improved the ratings of coke among the public.

Coca-Cola Cricket

Cricket the most sought after; watched & played game in Pakistan .the

game of cricket has been owned by various brands in the industry for the

promotion of their products over a period of time. Coca-Cola signed a

sponsorship agreement with eight of Pakistan’s National cricket players.

Coca-Cola realizing the fact that cricket is a very strong element by which it

can reach it consumers & masses invested in the opportunity and launched a

massive campaign on mass media showing all these cricket stars endorsing

& complimenting Coca-Cola brand .

Coca-Cola Concerts

Abrar-ul-haq’s distinct style, lyrics & songs have made him an instant

hit among the masses in Pakistan. His enormous popularity in the country &

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abroad is supported by Coca-Cola’s commitment towards providing healthy &

fun-filled entertainment for the youth of Pakistan.

Coca-Cola GO-RED

Quenching the thirst of motorist, pedestrians & passerby’s during

Lahore’s hottest summer season, Coca-Cola’s “GO-RED” teams went out into

the cities main quadrants to “serve & refresh” on the spot with ice-cold Coca-

Colas at discounted prices backed by a heavy FM announcement campaign

the “GO-RED” stall, served well to promote the Coca-Cola industry.

Coca-Cola Shopping Festival

Coca-Cola hosted “The Coca-Cola Shopping Festival” Lahore’s first

shopping festival, a resounding success with tempting discounts, live music,

great prizes & fire works. Liberty marketing Gulberg was a hive of activity

during the weeklong shopping extravaganza. The in augural event proved so

popular that it is now set to become an annual fixture.

Coca-Cola Ramzan Campaign

A very special occasion for the people of Pakistan Ramzan saw

another very special Coca-Cola’s promotion, marketing the popular 1.5 liter

PET bottle & the 1 liter bottle with a super price-off promotion. The emphasis

on enjoying Coca-Cola at “Iftar” with friends & family.

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C ONCLUSION & R ECOMMENDATIONS

In View of the following data Coca cola is the company which

needs to produce even more by using new technologies because coca colacurrently occupies the market leadership position overall but it does not

guarantee that the company will sustain its position in the future as well. In

Pakistan as compared to Pepsi, Coca-Cola has less number of consumers as

Pepsi’s market share.

In Pakistan approximately 54%is held by pepsi, where as coke

market share is hovering about 36% hence the conclusion is that coca cola

must enhance factors such as innovation and technology, if they want to be

the market leader in Pakistan.

R ECOMMENDATIONS

By analyzing the strategies used by the coca cola in Pakistan we came up

with following recommendations for the coca cola company

• Coca cola company have to produce the coke locally as well

because currently coke cans are only smuggled from abroad

and sold at high price.

• The availability of coke is the biggest problem of there slow

growth as compared to Pepsi. There teams should make it sure

that coke is available easily all over the Pakistan.

• In Pakistan most of the flavors that has been introduced by coke

on international level are not yet introduced. Coke should

introduce them in effective manner.

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