coca-cola-a-report-on-strategic-management-case-2007(最新整理by阿拉蕾)

1、Managerial Policy A Report onStrategic Management Case OfCOCA COLA (Year 2007)Subject: Managerial PolicySection: “B” MBA Evening ProgramFaculty: Brig. (ret.) Shakeel AhmedPrepared & Presented by:Group 2Faraz AhmedZohaib Genda Mehboob HassanZakia RasheedArshad KhanMuhammad Tabish TahaSehrish AnwarObaid Ullah AleemMohammad WaqasAshok KumarTariq KhanZeeshan Ul HaqueTariq HamidiBabar RazaTable of Contents1- EXECUTIVE SUMMARY32- HISTORY OF COCA COLA43- BRANDS OF COCA COLA73.1- Energy Drinks73.2- Juic

2、es/Juice Drinks73.3- Soft Drinks83.5- Tea and Coffee83.6 Water83.7- Other Drinks94- CONSUMER CHOICE AT A GLANCE105- DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET115- DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET126- OUR MISSION126- OUR MISSION137- OUR VISION138- IMPROVED MISSION STATEMENT149- IMPROVED VISION STATEMENT1410- COCA COLA - RATIO ANALYSIS1710.1 RATIO ANALYSIS1811- FINANCIAL HIGHLIGHTS1912- UNIT CASE VOLUME1913- CURRENT ORGANIZATIONAL CHART2114- VALUE CHAIN ANALYSIS FOR COCA COLA2115- E-CO

3、MMERCE2416- VALUE OF THE FIRM24Table of Contents17- KEY INTERNAL FACTORS 2818- KEY EXTERNAL FACTOR2919- COMPETITORS3020- SWOT ANALYSIS3121- SPACE MATRIX STRATEGIC MANAGEMENT METHOD3422- BCG MATRIX3823- IE MATRIX4024- QSPM OF COCA COLA4125- PROJECTED RATIO ANALYSIS4526- CONCLUSION461- EXECUTIVE SUMMARYCoca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of n

4、on-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 inAtlanta, Georgia when he concocted caramel-colored syrup in a threelegged brass kettle in his backyard. He first “distributed” the product by carrying it in a jug down the street to Jac

5、obs Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. 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 wor

6、ld-famous brand it is today. Coca- Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The main ob

7、jective of this study lies in understanding the organization and studying and understanding the consumers perception and opinion about the latest product, Minute Maid Pulpy Orange, introducedinto India, by the Coca-Cola Company. A consumer sampling involving 5.5 lakh people was conducted in a span of 30 days across major cities in order to give the product the required marketing push and to recognize the prospective consumers and their opinion in order to develop and market the product in a bett

8、er way in the near future. The methodology used in studying and understanding the perceived views of consumers towards the product was SAMPLING. The findings of the activity have been drawn out in form of graphs and suggestions have been offered there from2- HISTORY OF COCA COLACoca-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

9、 is today.1894 A modest start for a Bold IdeaIn a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the stores owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales.1899 The first bottling agreementTwo young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States (specifically exc

《coca-cola-a-report-on-strategic-management-case-2007(最新整理by阿拉蕾)》由会员小**分享，可在线阅读，更多相关《coca-cola-a-report-on-strategic-management-case-2007(最新整理by阿拉蕾)》请在金锄头文库上搜索。