For BMS student

1. GROUP PROJECT ON STRATEGIC
MANAGEMENT
TOPIC:

2. Presentation made by
sameer omle-47
chinnaiah-33
Shankar jadhav-26
pratik parte-50
pratik devekar-15
Presentation made
by
Sameer Omles-47
chinnaiah-33
Shankar jadhav-26
pratik parte-50
pratik devekar-15

3. COMPANY OVERVIEW
• A leading manufacturer, distributor and
marketer of non-alcoholic beverage
concentrates and syrups
• The company owns or licenses more than
500 brands
• It operates in more than 200 countries
• The company is headquartered in Atlanta,
Georgia
HISTORY OF COCA COLA
• Coca-Cola was first introduced by John
Smyth Pemberton
• He first distributed the product by
carrying it in a jug down the street
to Jacob’s Pharmacy and customers
bought the drink for five cents at the
soda fountain

4. VISION
Our vision serves as the framework for our Road map 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 share owners while being mindful of
our overall responsibilities
• Productivity: Be a highly effective, lean and fast-moving organization

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

6. OBJECTIVES
• To know the core values, vision and mission
• To understand the internal and external
environment in which Coca Cola operates.
• To understand the future prospects of
different products
• To decipher whether Coca Cola strikes a
balance between its profits and social
responsibilities.
• To identify and characterize the different
growth strategies used by Coca Cola
• To know about the Coca-Cola Company’s
strategies management process

7. Coca-cola bottles
• 1894 was the first time Coca-Cola was bottled
1894- early 1900s 1905-1916 1915- today today

9. Product Portfolio of CCI

10. Product Portfolio of CCI
coca cola
17%
thums up
36%
limca
11%
kinley
11%
sprite
10%
others
15%

11. Coca-Cola Recognition
• Coca-Cola is recognized by 94% of
the world’s population
• Approximately 10,450 Coca-Cola
brand drinks are consumed
around the world each second of
every day

12. COMPETITORS

13. Competitors Analysis
Competitors: PepsiCo, Parle Agro Products
Pepsi gives tough fight with almost similar
investment, advertisement, Strategies and Products
Parle resurges with refreshing drinks as Appy Fizz,
Fruity, LMN
PepsiCo also has a snack product line including Lays,
Cheetos
PepsiCo provide carbonated drinks, Fruit Drinks and
Packaged Drinking Water.

14. Comparison of financial highlights
COMPANY NAME Coca cola Pepsi.co
Profit Margin 33.768046 10.958194
Asset Turnover 0.577 1.071
Return on Assets 19.506218 11.736928
Earning Per Share 5.12 3.97

15. Strategic planning process
A. Strategy formulation
 Framing mission statement
 Analysis of internal environment
 Analysis of external environment
 Set up objectives
 Framing alternative strategies
 Analysis of strategies
 Choice of strategy

16. Strategic planning process
B . Strategy implementation
 Formulations of plans
 Identification of activities
 Grouping activity
 Organizing recourses
 Allocate the resources

17. Strategic planning process
B . Strategy evaluation
 Measurement of performance
 Comparison of performance
 Finding derivation
 Analysis derivation
 Taking corrective measure

18. SWOT ANYLASIS

19. • The best global
brand
• World’s largest
market share
• Strong marketing
& advertising
• Corporate social
responsibility
•Aggressive
acquisitions
•Increase in demand
for bottled water
•Growth of beverage
consumption
•Negative publicity
•Low profits in
strong areas
•Supply is restricted
•Brand failures
•Intense competition
•Change in customer
preferences
•Negative health effect
•Water scarcity
STRENGTHS
WEAKNESS
OPPORTUNITIES
THREATS

20. POLITICAL
ANALYSIS
PESTLE
ANALYSIS
ECONOMIC
ANALYSIS
SOCIO-CULTURAL
ANALYSIS
TECHNOLOGY
ANLYSIS
DEMOGRAPHI
C ANALYSIS
LEGAL
ANALYSIS

21. BCG MATRIX OF COCA-COLA

22. Question
Mark
STAR
CASH COW
DOG
HIGH LOW
HIGH
BUSINESS
GROWTH
RATE
LOW
MARKET SAHRE

23. PLC

24. TYPES OF STRATEGY FOLLOWED BY COCA COLA
Advertising strategy
Horizontal integration strategy
Forward integration strategy
Intensive strategies
 Market penetration
 Market development
 Product development

25. TYPES OF STRATEGY FOLLOWED BY COCA COLA
MARKET PENETRATION
Coca cola seek to increase market share
through its intensive marketing effort which
would be through
•Increasing no of sales representative
•Doing more advertisement
•Increasing publicity effort
•By reducing price
Brand development
The brand development strategy of Coca Cola comprised
redesigning of its brand development policies and techniques to
keep up with the changing mindset of its consumers. Earlier, this
brand believed in the following:
• Afford ability
• Availability
• Acceptability

26. TYPES OF STRATEGY FOLLOWED BY COCA COLA
Market development strategy
Coca cola follows market development
strategy .
It involved introducing present product &
services of the company into new
geographical area .
This strategy is suitable for coca cola
because coca cola is very successful at
what it does
Product development strategy
Coca cola company seek to increase sales
by improving or modifying present product
or services

27. TYPES OF STRATEGY FOLLOWED BY COCA COLA
Forward integration strategy
Coca cola has gaining ownership. And
has control over distributer or retailer
Company like coca cola produce own
and sell own
Horizontal integration
Yes , coca cola company has control over its
competitors
Coca cola try to facilitated by mergers ,
acquisition and friendly take over among
competitors which allows for greater
economies of scale and enhancing transfer of
recourses and competencies

28. TYPES OF STRATEGY FOLLOWED BY COCA COLA
Corporate level strategy
•Coca-Cola has long been committed to a
product development strategy.
•This allow Coca-Cola to penetrate existing
markets with new products due to their high
brand awareness.
•This strategy capitalizes on Coca-Cola’s
favorable trademark reputation.
Advertising strategy
Through this strategy coca cola try to increase sale and relations.

29. a) The main strategy is always designed to "achieve customer happiness".
b) In order to achieve that goal, the company does research and offers
surveys to see what consumers like and dislike about their brand and
product.
c) Coca-Cola offers products for all different ages, except for children who
have not yet become toddlers.
d) However, there are many products that satisfy both genders, people
with diseases such as diabetes, customers who are trying to lose
weight, those who live on low income, etc.
e) The Coca-Cola Company offers products and service to "energetic,
sportive, tired working people", people who are financially unstable,
and simply those who are thirsty .

30. OTHER STRAREGIES
 The strategy of the Coca Cola Company according to its website is to,
 “Be the world’s most recognized family brands, not just of soft drinks, but
of juice drinks, sports drinks, water and milk,
 To maintain a trusted local presence in every community served,
 To increase annual marketing budget sustainability launched by many
new products,
 And to develop a model to help retail customers maximize their sales
while the company continues to plan for the next one, five, and ten years
in business”.

31. Is coca cola Market leader ?
coca cola pepsi.co others
60%
35%
5%

32. Strategy evaluation & control
 Strategy can neither be formulated nor adjusted to changing circumstances
without process of evaluation
 Strategy evaluation is an attempt to look beyond the obvious facts
regarding the short term health of business
 For evaluation we have made three questions?
1. Are the objective of business appropriate?
2. Are the major policies and plan appropriate?
3. Check that all is set very well as per the plan?

33. RECOMMENDATIONS
• For the products like diet coke, pulpy orange and kinlely
soda it better to stop manufacturing these products
• Invest profits for future growth and for earning more of
market share and profits
• Invest heavily into products like fanta and sprite in order
to push the products to star status.
• For coca-cola -cost management, product differentiation
and marketing have become more important as growth
slows and market share becomes the key determinant of
profitability
• The organization has to carefully study external
environment moves and accordingly devise strategies to
gain competitive advantage
• Coca cola has to make every possible move to ensure that
its image remains that of an FMCG giant that would never
compromise on the quality front

34. Thank You!
Please enjoy a delicious and
refreshing Coca-Cola Classic!