Coca-Cola: The Largest Beverage Company in The World

Coca-Cola
The largest beverage company in the world
Anil Kumar
Khushpreet Singh
Introduction
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world.
It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a
registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally
intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola
was bought out by businessman Griggs Candler, whose marketing tactics led Coke to its dominance of the
world soft-drink market throughout the 20th century.
Founded in 1886, Coke products could be found in over 200 countries worldwide, with consumers downing
more than 1.8 billion company beverage servings each day.
Mission & values

Our Mission
- To refresh the world...
- To inspire moments of optimism and happiness...
- To create value and make a difference.
Values
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
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.
Products and revenue
In 2013, Sparkling beverages of The Coca-Cola

Company accounted for 63%, Low calorie sparkling
beverages accounted for 6%, Still and water beverages
accounted for approximately 31% of companys sales
volume.
Market Cap: $185.23 B (Nov 10, 2014)
Competitors
PepsiCo Inc.
Dr Pepper Snapple Group,
Nestl S.A.
Unilever
Kraft Foods Inc.
Many others.
Competitors chart
Organizational Structure
The Coca-Cola Company has a Separate
International Division Structure because
its international staffs operate separately
and in isolation from head office.
Coca-Cola is as an ethnocentric MNC

because its domestic operations are very
similar to its international operations.
Regardless of the country or region, CocaCola operates the same way and sells the
same brand and type of soft drink. The
company has tight control over its
operations from head office.
SWOT Analysis
Strength
Weakness
Global brand
Worlds largest market share in
beverage
Strong marketing and advertising
Most extensive beverage
distribution channel
Customer loyalty
Bargaining power over suppliers
Corporate social responsibility
Significant focus on carbonated

drinks
Undiversified product portfolio
Negative publicity
Brand failures or many brands with
insignificant amount of revenues
SWOT Analysis
Opportunities
Threats
Bottled water consumption growth

Increasing demand for healthy
food and beverage
Growing beverages consumption
in emerging markets (especially
BRICS)
Growth through acquisitions
Strong dollar
Competition from PepsiCo
Changes in consumer preferences
Decreasing gross profit and net
profit margins
Saturated carbonated drinks
market in developed countries
Legal requirements to disclose
negative information on product
labels
Six-Force analysis
Threat of New Entrants: Medium
Consumer switching cost is low so its easy for new entrants but difficulty in maintaining cost and strong
brand value gives new entrants less incentive.
Threats of Substitute Products: High
Releases of a new kind of drink such as fruit juice, iced tea, or milk and same pricing level of different
substitutes like 7Up, Mountain Dew etc.
The Bargaining Power of Buyers: Low
a lot of individuals will have no pressure at company. A strong brand value also helps.
Six-Force analysis
The Bargaining Power of Suppliers: Low
The carbonated water, sweetener, flavouring, caffeine, and other have numerous suppliers
available in the market.
Competitive Rivalry Among Existing Firms: High
A lot of firms competing within the beverage industry, PepsiCo is the biggest.
Government policies pressure : Medium
The government regulations on health issues. Stricter water pollution laws, land acquisition laws
Companys Future
The company will be well positioned despite
challenges in the near future. In our view Its
a BUY!!! So Shareholders of Coca-Cola will
likely be rewarded in the future.
Wherever you go, there are three icons
Thanks
that everyone knows: Jesus Christ, Pele

and Coca-Cola.
Pele

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Coca-Cola

The largest beverage company in the world

Mission & values

Products and revenue

In 2013, Sparkling beverages of The Coca-Cola

Market Cap: $185.23 B (Nov 10, 2014)

Coca-Cola is as an ethnocentric MNC

Significant focus on carbonated

Bottled water consumption growth

brand value gives new entrants less incentive.

Threats of Substitute Products: High

The Bargaining Power of Buyers: Low

available in the market.

Competitive Rivalry Among Existing Firms: High

Government policies pressure : Medium

Wherever you go, there are three icons

that everyone knows: Jesus Christ, Pele

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