Professional Documents
Culture Documents
By the year 1886, sales of Coca-Cola averaged nine drinks per day.
The first year, Dr. Pemberton sold 25 gallons of syrup, shipped in
bright red wooden kegs. Red has been a distinctive color associated
with the soft drink ever since. For his efforts, Dr. Pemberton grossed
$50 and spent $73.96 on advertising.
HISTORY OF BOTTLING
Coca-Cola originated as a soda fountain beverage in 1886 selling for
five cents a glass. Early growth was impressive, but it was only when
a strong bottling system developed that Coca-Cola became the
world-famous brand it is today.
Birth of the
contour bottle
OBJECTIVES OF COCA-COLA
COMPANY
• 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 help engage an appropriate international NGO, or NGOs, to
partner with Coca-Cola at a global level and local levels on this
initiative.
• To support Coca-Cola and its partners in modelling different
scenarios which combine Coca-Cola’s distribution network with
local health initiatives in order to achieve our aims.
• To support Coca-Cola and its partners in selecting the most
promising scenarios as the basis for field trials.
• To support the international NGO, or NGOs, to engage local
NGOs and local Health Institutions in order to undertake trials
linking this idea with local support infrastructure.
• To engage and inform as many people as possible,
encouraging them to support this campaign, managing
expectations and offers of help and promoting constructive
debate.
• To help gather and make available appropriate research
reports and opinion in this area, and ensure that the group and
its supporters are well-informed.
• 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
BRANDS OF COCA-COLA
Energy Drinks
Soft Drinks
Sports Drinks
Water
Other Drinks
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
Large Domestic Markets: The domestic market for the products
of the Company is very high as compared to any other soft drink
manufacturer. Coca-Cola India claims a 58 per cent share of the soft
drinks market; this includes a 42 per cent share of the cola market.
Other products account for 16 per cent market share, chiefly led by
Limca. The company appointed 50,000 new outlets in the first two
months of this year, as part of its plans to cover one lakh outlets for
the coming summer season and this also covered 3,500 new
villages. In Bangalore, Coca-Cola amounts for 74% of the beverage
market.
THREATS
Imports: For example: As India is developing at a fast pace, the per
capita income has increased over the years and a majority of the
people is educated, the export levels have gone high. People
understand trade to a large extent and the demand for foreign
goods has increased over the years. If consumers shift onto
imported beverages rather than have beverages manufactured
within the country, it could pose a threat to the Indian beverage
industry as a whole in turn affecting the sales of the Company.
• Political
• Economic
• Social
• Technological
Environmental Scan
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P.E.S.T.
Political Factors
• tax policy
• employment laws
• environmental regulations
• trade restrictions and tariffs
• political stability
Economic Factors
• economic growth
• interest rates
• exchange rates
• inflation rate
Social Factors
Social factors include the demographic and cultural aspects of the external
macro environment. These factors affect customer needs and the size of
potential markets. Some social factors include:
• health consciousness
• population growth rate
• age distribution
• career attitudes
• emphasis on safety
Technological Factors
• R&D activity
• automation
• technology incentives
• rate of technological change