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Coca-Cola Company Analysis

KO Consulting

Alexandra Shaffer

on 22 May 2010

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Transcript of Coca-Cola Company Analysis

Double click anywhere & add an idea The Coca-Cola Company
Strategic Analysis
By KO Consulting Group

Japsheet "Rose" Kaur Bo Young Moon
Melverton McLaren Alexandra Shaffer
Agenda History
Stirred up caramel-colored liquid & mixed it with Carbonated water

Sold it for 5 cents a glass John Pemberton May 8, 1886 The Company's mission is to... Refresh the world, Inspire moments of happiness and optimism, Create value and make a difference. 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. Strengths Weaknesses Opportunities Threats Asa G. Candler 1893-1895 Advertised & brought Coca Cola in Public
Coupons for Complimentary Taste
Coca Cola was seen everywhere Competitive Rivalry Coke Vs. Pepsi Threat of
New Entrants Low Bargaining Power
of Suppliers High Bargaining Power
of Buyers High Threat of
Substitutes Low Political Forces Economic
Forces Social Forces Technological
Forces Porter's 5 Force Analysis Financial Analysis Profitability A brilliant & innovative businessman.

First to put Coca Cola in bottles.

Portable, bottled bevrages customers could take anywhere. Joseph Biedherman 1894 Two Chattanooga Lawyers, Benjamin F. Thomas & Joseph B. Whitehead secured rights from Candler to Bottle & Sell Beverages for only one dollar. 1899 Right To Bottle & Sell Contour
Bottle 1916 - Became President of Coca Cola

- Served 60 years as the company's leader

-Introduced the beverage to the world beyond 1923 Woodruff 1960s Going Worldwide - Company's Presence Worldwide was growing
- New Falvors:
- Acquired The Minute Maid Company Roberto C. Goizueta Strategy "Intelligent Risk Taking

Introduced Diet Coke

1985, first change in formulation

Then, back to original and named it
"Classic" 1981 World met the lovable "Coca Cola Polar Bear" 1993 - Commitment to Values & Spirit
- Journey to become sustainable & Profitable
- Looking to increase Speed, Productivity
& Effectiveness
Muhtar Kent Current Chairman of the Board & CEO Now Nearly 1.6 Billion
servings of Coca Cola
branded bevrages are sold Everyday! Liquidity Solvency Activity Unit Case
Sales Cash Flows
Risk Management Stock Analysis 1.Driving global beverage leadership;
2.Accelerating innovation;
3.Leveraging a balanced geographic portfolio;
4.Leading the Coca-Cola system for growth. Corporate Level Strategies Acquisitions … a means for Diversification and Global Portfolio Expansion. 2010 Acquisition
of $12 Billion Deal
Achieved full integration in US
Estimated to comprise 50% total Company revenue by 2012 Business Level Strategies Differentiation Core Global Soft
Drink Brands Other Core
Brands Packaging Market Niche Focus Developed
Markets Developing
Markets Emerging
Markets Marketing Consumer Marketing
Commercial Leadership R & D Ventures & Emerging
Brands Division
Products and Packaging Manufacturing &
Materials Management Mission & Vision
SWOT Analysis
Porter's Five Forces
Financial Analysis
Implementation Systems
Brand Power

Largest Bottling Distribution


Strong Advertising Campaign Maintaining Relationship with Bottlers

Negative Publicity = Decreased Sales

High-Fructose Corn Syrup Emerging Markets

Bottled Water Growth

Non-Carbonated Drinks Pepsi

Water Dependency

Reduced Demand in Sparkling Beverages

Fluctuation in Foreign Currency
Inbound Logistics
Outbound Logistics Corporate Quality Standards
Suppliers & Bottling Partners
Environment, Health, Safety, Product Quality
The Coca-Cola Management System 1.Enriching the workplace
2.Providing quality in the marketplace
3.Preserving the environment
4.Strengthening the community 1.Continue to vertically integrate the company by purchasing controlling interest in its largest bottling partners who operate in developed markets.

2.Take advantage of emerging market opportunities, by penetrating more quickly than their rival, Pepsi, by using cross promotion with customers who are also trying to build in these markets, such as McDonald’s.

3.Modify the Company’s capital structure by increasing debt financing through the issuance of long-term debt, buying treasury stocks and using capital from long-term debt to increase liquidity.

4.Increase publicity on the work the Company is doing with regards to environmental sustainability programs. Recommendations
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