1.

Profile
 History
International History

Coca-Cola Enterprises, established in 1986, is a young company. The Coca-Cola

Company traces it’s beginning to 1886, when an Atlanta pharmacist, Dr. John
Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks.
However the bottling business began in 1899 when two Chattanooga
businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the
exclusive rights to bottle and sell Coca-Cola for most of the United States from
The Coca-Cola Company.

The Coca-Cola bottling system continued to operate as independent, local

businesses until the early 1980s when bottling franchises began to consolidate. In
1986, The Coca-Cola Company merged some of its company-owned operations
with two large ownership groups that were for sale, the John T. Lupton franchises
and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises
Inc. The Company offered its stock to the public on November 21, 1986, at a
split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were
880,000 in 1986.

In December 1991, a merger between Coca-Cola Enterprises and the Johnston

Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company,
again helping accelerate bottler consolidation.

Domestic History
Coca cola started its operations in Pakistan in early sixties. The brand became very
popular in a very short span of time and the company broadened its operations to
meet its increasing demands. The coca cola inaugurated their plant in Multan at
Vehari road in 1965. It is still situated at the same place. Initially it was introduced
as a franchise basis. The owners who took the franchise were not focusing on the
quality of coke very much and they were unable to meet the standard of coke
internationally. They were losing the market share against Pepsi. So the coca cola
company now has taken over it in Pakistan. Here we would like to include some of
the popular slogans of coke since the coke journey started.

 1886 Drink Coca-Cola

 1908 Get the genuine
 1923 Enjoy thirst
 1934 When it's hard to get started, start with a Coca-Cola
 1942 The only thing like Coca-Cola is Coca-Cola itself
  1956 The friendliest drink on earth
 1963 Things go better with Coke
 1993 Always. Coca-Cola
 2001 Life is Good
 2003 Jo Chaho Ho Jaye Coca Cola Enjoy
 2009 Khaa Ley Pee Ley Gee Ley Coca Cola

Today
It owns 10 plants all around in Pakistan.

 Karachi.
 Lahore.
 Gujerwal
 Rawelpindi
 Peshawar
 Hyderabad

 Product Lines
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 drinks
We 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 drinks
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 convenient
take-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 drinks
So much more than soft drinks. Coca Cola’s brands also include milk products, soup, and
more so you can choose a Coca Cola Company product anytime, anywhere for nutrition,
refreshment or other needs.

2. Vision Statement
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.
Our vision guides 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 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.

3. Mission Statement
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.

Mission statement is a statement of organization’s purposes that what it wants to

accomplish. In order to achieve mission of increasing market share and maintaining 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 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.

4. Analysis of Mission Statement

Mission Analysis

In Mission statement of Coca-Cola Company, it contains Philosophy, Self concept, customers,

Products and services, market. The mission statement is satisfactory because it is containing five
components out of nine. Vision is clear and mission statement of Coca-cola is also supporting its
vision.

COMPAN CUSTOME PRODUC MARKE CONCERN TECHNOLOG PHILOSPH SELF CONCER CONCERN
Y R T T FOR Y Y CONCEP N FOR FOR
SURRVIVA T PUBLIC EMPLOYEE
L IMMAGE S

    
COCA
COLA

5. Objectives
 To engage Coca-Cola in exploring the viability and options for using their distribution
networks in developing countries to distribute ‘social products’ such as oral rehydration
salts (ORS) and related educational materials on health, hygiene and sanitation.
 To support Coca-Cola and its partners in modeling different scenarios which combine
Coca-Cola’s distribution network with local health initiatives in order to achieve the aim.
 To establish a core group of enablers and activists to lead on the different aspects of this
campaign.
 To monitor the progress of the campaign and ensure that any trials and roll-outs are
effectively monitored and evaluated
 Increase the volume of sales up to the maximum level as much as possible during
the current fiscal year.
 To continue to be an organization providing the quality products to the valuable
customers.
 To select and retain the professional people for the organization.
  To project an outstanding corporate image.
 To satisfy the customer through extra ordinary service and an excellent service along
with the complete tactical and operational support.

6. Selection of Branch/Product Line

Soft Drinks
The coca cola Soft drink industry is currently producing different types of products. The
most famous are
 COCA COLA FANTA
 SPRITE, SPRITE 3G
 KINLY water MAAZA MANGO

Product range in Pakistan

The total range of Coca Cola company in Pakistan includes:

 Coke.
 Sprite.
 Fanta.
 Diet Coke
7. Strategies

Pricing Strategies

Competition Bases Pricing Approach

Coca Cola has intense competition with Pepsi so its pricing can’t exceed too much nor
decrease too much as compared to the price of Pepsi Cola. If price of the Coca Cola
exceed too much from the Pepsi then people will shift to the Pepsi Cola and on the other
hand if the price of Coca Cola decreases people might get the impression that its quality
is also low.

Promotional Pricing Policy

Coca Cola has offered promotional prices very frequently. Especially on some occasion
Coca Cola reduces its rates like in Ramzan Coca Cola reduces its rate unto 5 Rupees on
1.5 liter bottle.
Market Penetration Pricing Policy

Prices in beverage industry are determined by the consumer. In an economy like that of
Pakistan, consumers tend to switch towards a low priced product. Coca Cola’s objective
is to target every consumer of the country so Coca Cola has to set its prices at such a
level which no one can offer to its consumers. That is why Coca Cola charges the same
prices as are being charged by its competitors. Otherwise, consumers may go for Pepsi
Cola in case of availability of Coca Cola at relatively high price.

Discounts

Coca Cola offers various discounts to those retailers who have the maximum sales of
Coca Cola products on daily, monthly and on seasonal basis. 1/10 DISCOUNT (I.e. one
case of Coca Cola is free on buying 10 cases of Coca Cola at one time. ), 2/20
DISCOUNT (I.e. two cases of Coca Cola are free on buying 20 cases of Coca Cola at one
time.) Coca Cola also offers seasonal discounts schemes by reducing price in Ramadan
and on Eid. Coca Cola also offers trade in allowance for retailers. 3 B – F DISCOUNT
( I.e. sometimes, especially in the off-season duration, in order to increase the sale of
Fanta and Sprite, 3-BF discount is given (i.e.) 3 bottles free on purchasing every case of
Fanta and Sprite.)

Incentives

Coca Cola provide various incentives to retailers on the best sales and achieving the
predetermined sales targets. These incentives are in the shape of Deep Freezers, Return
Tickets, Free Transportation Services. The first, second and third best dealers of the year
are awarded.

Special Offers

Coca Cola gives special offers to consumers on special occasions like Ramadan and Eid
days instead of decreasing the price of the products, some special packs like Pakkora
Mix, Chat Massala, or Free Drinks with Liter Bottles are offered.

Positioning Strategy
Here if we talk about more price and more benefits, we can discuss Coca Cola and Pepsi.
As both are the market leaders and 90% market share of Pakistan beverage industry is
secure by them & the rest 10% is secure by the rest. They are using market Leader
Strategy

Others colas like Mecca Cola, Amrat Cola and Mountain Dew are offering same for same
price and same benefits for more price. They are using followers strategy, as they follow
the other market leaders and giving their customers same benefits for same price. Others
colas like tha bottles (local colas) are offering less benefits for same price and less
benefits for less price. As they have no existence in market and their products have no
position or we can say very badly positioned in consumer minds.

Market Penetration
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. Fri
Chiks, AFC, PFC are examples of the buyers in the local market. They are selling the
Coca Cola as the only beverage in their restaurants.

Promotion Strategies

Getting shelves

They gets or purchase shelves in big departmental stores and display their products in that
shelves in that style which show their product more clear and more attractive for the
consumers.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-
catching positions. Normally they keep their freezers near the entrance of the stores.

Sale Promotion

Company also do sponsorships with different college and school’s cafes and sponsors
their sports events and other extra curriculum activities for getting market share.

UTC Scheme

UTC mean under the crown scheme, coca cola often do this type of scheme and they
offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc.
This scheme is very much popular among children.

Advertising Strategies

Coca cola company use different mediums

 Print media
 Internet
  Tv commercial
 Billboards and holdings

Sales Promotion Strategies

1. Coca Cola Cricket
2. Coca Cola Concerts
3. Coca Cola Food Mela

8. Swot Analysis
Strength Weakness

1. Product line has over 400 brands. 1. Product line is limited to

2. Strong global presence, located in beverages.
over 200 countries.
3. Long history has built excellent 2. Negative publicity in India
brand recognition. because of water issues, has
4. Partnership longevity with led to poor brand image and
established sporting events hindered growth there.
including the Olympics. 3. Lack of management
5. Industry leader in market willingness to place foreign
capitalization with $112 billion. products into American
6. Return on Equity yielded 30 markets.
percent in 2006. 4. Marketing deficiencies due to
7. Leader of dividend yields of 2.6 turnover in leadership and a 16
percent. The company has had 43 percent decrease in advertising
consecutive years of an annual spending.
dividend increase. 5. Coca Cola’s inventory
8. Joint venture between The Coca turnover is only 5.4 compared
Cola Company and Nestle has to Pepsi Co.’s 8.0.
resulted in the establishment of
Beverage Partners Worldwide
(BPW).
9. Coca-Cola has formed a strong
partnership with McDonalds, with
McDonalds becoming their largest
customer.

Opportunities Threats

1. Bottled water consumption has 1. Consumption of American

beverages is denounced by
 increased 11 percent. foreign officials in areas where
2. According to the S&P Industry conflicting interest exist.
Survey, consumers are drawn to 2. Multiple lawsuits against the
new Enviga beverage for
new smaller beverage brands that
calorie burning claims in
are not sold on a mass scale. advertising
3. Less developed countries are in 3. Smaller, lesser known brands
desperate need to improve are turning to major beer
community water supplies. distributors for bottling.
4. Energy drink sales are expected to 4. Overall carbonated drink sales
increase 7 to 8 percent in 2007. have been flat due to links of
sugar to obesity and high
5. Disposable income has increased
fructose corn syrup to heart
6.2 percent. disease.
6. Consumers are striving to drink 5. Pepsi is more diversified
and eat their way to better health offering beverage and food
than pervious generations. products.
7. EPS is expected to rise 7 to 8 6. High cost of commodities such
percent in 2007. as sugar, and metals used in
production of cans.
7. Many smaller companies are
fierce competitors around the
world in their local markets.

 Internal factor evaluation matrix (IFE)

Key Internal Factors Weight Rating Weighted

Score

Strengths

1. Product line has over 400 brands. 0.09 4 0.36

2. Strong global presence, located in over 200 0.20 4 0.80

countries.
3. Long history has built excellent brand recognition. 0.06 4 0.24

4. Partnership longevity with established sporting 0.05 4 0.20

events including the Olympics.
5. Industry leader in market capitalization with $112 0.12 4 0.48
billion.
6. Return on Equity yielded 30 percent in 2006. 0.04 4 0.12

7. Leader of dividend yields of 2.6 percent. The

company has had 43 consecutive years of an
annual dividend increase. 0.04 4 0.16
8. Joint venture between The Coca Cola Company
and Nestle has resulted in the establishment of
Beverage Partners Worldwide (BPW). 0.06 4 0.24

9. Coca-Cola has formed a strong partnership with

McDonalds, with McDonalds becoming their
largest customer. 0.10 4 0.40

Weaknesses

1. Product line is limited to beverages. 0.09 1 0.09

2. Negative publicity in India because of water issues, 0.03 2 0.06

has led to poor brand image and hindered growth
there.
3. Lack of management willingness to place foreign 0.02 2 0.04
products into American markets.
4. Marketing deficiencies due to turnover in 0.05 2 0.10
leadership and a 16 percent decrease in
advertising spending.
5. Coca Cola’s inventory turnover is only 5.4 0.05 2 0.10
compared to Pepsi Co.’s 8.0.
TOTAL 1.00 3.09

 External Factor Evaluation (EFE)

Key External Factors Weight Rating Weighted

Score

Opportunities

1. Bottled water consumption has increased 11 0.08 4 0.32

percent.
2. According to the S&P Industry Survey,
consumers are drawn to new smaller
beverage brands that are not sold on a mass 0.05 2 0.10
scale.
3. Less developed countries are in desperate 0.02 2 0.04
need to improve community water supplies.
4. Energy drink sales are expected to increase 0.06 3 0.18
7 to 8 percent in 2007.
5. Disposable income has increased 6.2 0.05 3 0.15
percent.
6. Consumers are striving to drink and eat their 0.07 3 0.21
 way to better health than pervious
generations.
7. EPS is expected to rise 7 to 8 percent in 0.07 4 0.28
2007.
Threats

1. Consumption of American beverages is

denounced by foreign officials in areas
where conflicting interest exist. 0.02 3 0.06

2. Multiple lawsuits against the new Enviga

beverage for calorie burning claims in
advertising 0.04 2 0.08

3. Smaller, lesser known brands are turning to 0.06 2 0.12

major beer distributors for bottling.
4. Overall carbonated drink sales have been
flat due to links of sugar to obesity and high
fructose corn syrup to heart disease. 0.10 2 0.20

5. Pepsi is more diversified offering beverage 0.20 3 0.60

and food products.
6. High cost of commodities such as sugar, and 0.10 3 0.30
metals used in production of cans.
7. Many smaller companies are fierce 0.08 3 0.24
competitors around the world in their local
markets.
TOTAL 1.00 2.84

9. Matrix
 BCG Matrix
BCG (BOSTON CONSULTING GROUP) APPROACH
 Coke is one of the main product lines of the Coca Cola Company. It is the one
which is 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 Classic 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 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. . 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.

Cash cows

Fanta 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 billions of dollars as revenue from world over

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 & the company needs to think whether it should
continue the production or should divert to something new.

Dogs

A product that has not worked good 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.

 SWOT Matrix

Strengths (S) Weaknesses (W)

Opportunities (O) SO Strategies WO Strategies

1. Improve environmental 1. Market

awareness with international
community beverages to
involvement (S2, S4, American
O2,).
2. Market new diet drinks
consumers (W4,
that have healthier O2, O6, O7).
sugar substitutes (S5, 2. Increase marketing
O7). efforts for bottled
water (W5, W6,
O1).

Threats (T) ST Strategies WT Strategies

1. Acquire Krispy Kreme 1. A

(KKD) to help cquire Krispy Kreme
diversify the product (KKD) to help diversify
line (S5, T5). the product line (W1, T5).
2. Acquire Golden 2. A
Enterprises (GLDC) to cquire Golden Enterprises
help diversify the (GLDC) to help diversify
product line (S5, T5). the product line (W1, T5).

10. Implementation of Strategies

QSPM

Strategic Alternatives
 Acquire KKD and Produce new diet
GLDC drinks that have
healthier sugar
substitutes

Key Internal Factors Weight

Strengths TAS AS TAS

AS
1. Product line has over 400 brands. 0.09 2 0.18 4 0.36

2. Strong global presence, located in over 200 0.10 --- --- --- ---
countries.
3. Long history has built excellent brand recognition. 0.06 2 0.12 4 0.24

4. Partnership longevity with established sporting 0.05 --- --- --- ---
events including the Olympics.
5. Industry leader in market capitalization with $112 0.12 4 0.48 3 0.36
billion.
6. Return on Equity yielded 30 percent in 2006. 0.04 4 0.16 3 0.12

7. Leader of dividend yields of 2.6 percent. The

company has had 43 consecutive years of an
annual dividend increase. 0.04 --- --- --- ---

8. Joint venture between The Coca Cola Company

and Nestle has resulted in the establishment of
Beverage Partners Worldwide (BPW). 0.06 --- --- --- ---

9. Coca-Cola has formed a strong partnership with

McDonalds, with McDonalds becoming their
largest customer. 0.10 --- --- --- ---

Weaknesses

1. Product line is limited to beverages. 0.09 4 0.36 1 0.09

2. A failed $16 billion acquisition of Quaker Oats 0.10 --- --- --- ---
hinders long-term growth.
3. Negative publicity in India because of water
issues, has led to poor brand image and hindered
growth there. 0.03 --- --- --- ---

4. Lack of management willingness to place foreign 0.02 --- --- --- ---
products into American markets.
5. Marketing deficiencies due to turnover in
leadership and a 16 percent decrease in advertising
spending. 0.05 --- --- --- ---

6. Coca Cola’s inventory turnover is only 5.4 0.05 4 0.20 1 0.05

compared to Pepsi Co.’s 8.0.
SUBTOTAL 1.00 1.50 1.22
 Acquire KKD and Produce new diet
GLDC drinks that have
Key External Factors Weight healthier sugar
substitutes

Opportunities AS TAS AS TAS

1. Bottled water consumption has increased 11 percent. 0.06 --- --- --- ---

2. According to the S&P Industry Survey, consumers

are drawn to new smaller beverage brands that are
not sold on a mass scale. 0.05 1 0.05 3 0.15

3. Word Economic Forum’s annual Davos, Switzerland 0.02 --- --- --- ---
gathering grants international voice.
4. Less developed countries are in desperate need to 0.02 --- --- --- ---
improve community water supplies.
5. Energy drink sales are expected to increase 7 to 8 0.06 --- --- --- ---
percent in 2007.
6. Disposable income has increased 6.2 percent. 0.05 --- --- --- ---

7. Consumers are striving to drink and eat their way to 0.07 2 0.14 4 0.28
better health than pervious generations.
8. EPS is expected to rise 7 to 8 percent in 2007. 0.07 4 0.28 3 0.21

Threats

1. Consumption of American beverages is denounced

by foreign officials in areas where conflicting interest
exist. 0.02 --- --- --- ---

2. Multiple lawsuits against the new Enviga beverage 0.04 --- --- --- ---
for calorie burning claims in advertising
3. Smaller, lesser known brands are turning to major 0.06 --- --- --- ---
beer distributors for bottling.
4. Overall carbonated drink sales have been flat due to
links of sugar to obesity and high fructose corn syrup
to heart disease. 0.10 2 0.20 4 0.40

5. Pepsi is more diversified offering beverage and food 0.20 4 0.80 2 0.40
products.
6. High cost of commodities such as sugar, and metals 0.10 --- --- --- ---
used in production of cans.
7. Many smaller companies are fierce competitors 0.08 --- --- --- ---
around the world in their local markets.
SUB TOTAL 1.47 1.44

SUM TOTAL ATTRACTIVENESS SCORE 2.97 2.66

The QSPM strategies assessed whether acquiring KKD and GLDC (a potato chip and snack food
company) was a better option than producing a new diet soda line made form more healthy sugar
alternatives. Both scores on the QSPM are relatively close and given the financial condition of
 KKD and GLDC, it is recommended Coca Cola undertake both strategic alternatives. The Net
Worth of both companies is provided below. It is estimated it would cost $200 million to
research, produce and market the new diet drinks.

Krispy Kreme (KKD) Net Worth January 2008 (in millions).

1. Stockholders’ Equity + Goodwill = 79 + 28 $ 107

2. Net income x 5 = $-42 x 5= $ NA

3. Share price = $2.73/EPS -0.94 = NAx Net Income $-42= $ NA

4. Number of Shares Outstanding x Share Price = 65 x $2.73 = $ 177

Method Average $142

Golden Enterprises (GLDC) Net Worth January 2008 (in millions).

1. Stockholders’ Equity + Goodwill = 19.4 + 0 $ 19.4

2. Net income x 5 = $1.2 x 5= $ 6.0

3. Share price = $2.95/EPS 0.19 =$15.52 x Net Income $1.2= $ 18.6

4. Number of Shares Outstanding x Share Price = 11.2 x $2.95 = $ 33.0

Method Average $19.3

11. Conclusion
The Coca Cola Company has a very rich history and spread over the world. Coca Cola Company
has a strong competitive position in the market with rapid growth. It needs to use its internal
strengths to develop a market penetration and market development strategy. This includes focus
on Water and Juices products, and catering to health consciousness of people through
introduction of different coke flavor and maintaining basic coke flavor. Innovation in branding
and aggressive marketing strategy can bring long term profitability. We have concluded from
this detailed report that despite the fact Coca Cola currently 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 is approximately 54% where as
 Coke market share is hovering about 36%, hence the conclusion is that Coca-Cola must
enhance factors such as relationship marketing, innovation and technology especially in
Pakistan to attain market leader position in this region as well. Coca-Cola no doubt come
the heart beat of Pakistanis. Coca-Cola is one of the leaders in sponsoring the most
important, thrilling events. E.g. Cricket matches, concerts and many other social
occasions. Event at the present they are organizing a Basant festival for which they busily
organizing stuff

12. Recommendations
Some recommendations are as follows:
1. The Coca-Cola Company can improve and secure relationships with suppliers.
The most optimal method would be to use backward vertical integration and
purchase a supply
2. Marketing team should try to increase the availability of Coke in rural areas.
3. They should also focus on all age groups not only concentrating on the young generation.
4. Currently in Pakistan there are only two flavor of Coke available, company can
extend their portfolio by introducing new flavors.
5. According to the survey, conducted by the international firm Pakistani people like
less sweet cola drink. So for this Coca-Cola Company should think about bringing
a new product for example new diet flavors, in the market to fulfill the local need.
6. Coca Cola Company should think about producing Coke Can locally as well
because currently coke Cans are only smuggled from abroad and sold at high
price. Company can capitalize on this factor.