Bam 479 Alumjahid Case 4 1
Bam 479 Alumjahid Case 4 1
Bam 479 Alumjahid Case 4 1
Table of Contents
INTRODUCTION...........................................................................................................................3
CASE STATEMENT.......................................................................................................................4
EVALUTAION OF MISSION STATEMENT.................................................................................4
Table 1. Mission Statement Evaluation Matrix...........................................................................5
VISION STATEMENT....................................................................................................................5
EXTERNAL ASSESSMENT..........................................................................................................6
EFE MATRIX..................................................................................................................................6
INTERNAL ASSESSMENT...........................................................................................................9
IFE MATRIX...................................................................................................................................9
SWOT ANALYSIS........................................................................................................................11
FINANCIAL ANALYSIS..............................................................................................................13
INVESTORS PROFILE AND STRATEGY................................................................................14
INDUSTRY ANALYSIS...............................................................................................................15
The Porter's Five Forces Model for Coca-Cola.........................................................................15
Competitors Rival in the Industry..............................................................................................15
Potential of New Entrant into the Market..................................................................................15
Threat of Substitute Products.....................................................................................................16
Bargaining Power of Suppliers..................................................................................................16
Bargaining Power of Customers................................................................................................17
SWOT MATRIX OF COCA-COLA COMPANY.........................................................................17
SWOT Matrix Discussion..........................................................................................................19
THE QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM).......................................21
QSPM Discussion......................................................................................................................24
IMPLEMENTATION PLAN.........................................................................................................24
Management..............................................................................................................................24
Company Strategy:................................................................................................................25
Supporting Policies:...............................................................................................................25
Divisional Objectives:...........................................................................................................26
Production Department Objectives:.......................................................................................26
Operations..................................................................................................................................26
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Human Resources......................................................................................................................27
Accounting and Finance Issues.................................................................................................27
Resource and Development Implementation.............................................................................27
Management Information Systems............................................................................................28
References......................................................................................................................................29
INTRODUCTION
The Coca-Cola Company is a U.S. publicly traded company with history that can be
traced back to 1886. In 1886, John Pemberton, an Atlanta pharmacist invented the first prototype
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of soda (Coca-Cola, 2014). In the next century, the Coca-Cola continued its progress and
generated syrup with a quantity of 10 billion gallons. The top brands of Coca-Cola includes soft
drinks like Sprite, Coca-Cola, Fanta and diet Coke etc. While vitamin water, minute maid and
PowerAde are also small brands of the company (Biz Yahoo, 2014). Globally, the company is
ranked number one in non-alcoholic beverages. Consumers of its products are found in more
than 200 countries and according to the Sustainability Report about 1.8 billion cold drinks and its
beverages are consumed each day (Coca-Cola Company, 2013). In 2011, the company also
began focusing on promoting the healthy and active lifestyles through diversifying beverage
products. To accomplish this goal, the company introduced about 100 new low calorie soft drinks
for its consumers. By taking this step, Coca-Cola was the 4th company which took initiative to
protect the human rights along with its supply chains. The company helped to establish the
The Company is working on strengthening their commitment to expand and also do more
in the communities which its products are available. The Sustainability Report provided on
Coca-Colas website introduces a variety of charitable events, human right acts, and programs
that are assisting the company to become more reputable and recognized in different nations.
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CASE STATEMENT
biggest challenge for the company is to struggle with the emerging competitors in all around the
world while maintaining the production capacity and cost at the same time.
The mission of Coca-Cola is To refresh the world in mind, body and spiritTo inspire
moments of optimism through our brands and actions.To create value and make a difference
everywhere we engage.
necessary and essential components for a good mission statement. Mission statement evaluation
matrix shows us the concern for its customers. Customers are the consumers of Coca-Cola
including children and aged persons. All of the person in all around the world are considered to
be the consumers of Coca-Cola. The company also concerns for its products and markets as it is
obvious from the mission statement evaluation matrix. The company concerns all of the other
important factors of a mission statement including, public image, self-concept, profitability, and
survival growth. However, the mission statement of Coca-Cola lacks the concern for technology,
philosophy and its employees. Although philosophy may not affect much the mission of the
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company but technology and employees are of critical importance in a mission statement of a
company. It seems obviously that Coca-Cola is focusing much on technological aspects. These
technological aspects are changing every moment in todays technological world. The company
focuses on its employees methodologies but its mission statement does not talk about
employees. It is also possible that Coca-Cola did not include this factor in its mission statement
because company already have developed a clear and concise employee strategy.
VISION STATEMENT
Productivity:-
People:-
Profit:-
Increase long term retreat to shareowners even while becoming aware about all of our
entire commitments.
Portfolio:-
Provide the whole world a stock collection of good quality drinks which count on and
gratify individual's needs and desires.
Planet:-
Partners:-
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EXTERNAL ASSESSMENT
The external assessment allows us to evaluate and analyze the risk factors for the
beverage industry from threats and opportunities outside the company. Upon completing this
assessment, we have found that Coca-Cola ranked fairly well in handling the threats and
opportunities. They received a 2.75 total on the EFE Matrix when the average is a 2.5. This
shows that Coca-Cola is doing above average.
EFE MATRIX
In analyzing the threats and opportunities for Coca-Cola, we came up with eight
1. Sales of bottled water boosted up by 4.1% in 2015 that is 5 times as fast as the 0.9 percent growth
From those opportunities from With regard to how Coke handles these opportunities, the
company scored a 3, 2, and 4 out of 4 respectively. This tells us that Coke is handling the rise in
popularity for energy drinks well. Coke already has several energy drinks of its own and are
currently exploring a partnership by acquiring Monster, one of the leading energy drink
companies in the business. In regard to the score of a 2 in how Coca-Cola handles the
opportunity of many foreign countries and why they still do not have a high development of soda
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in their market is because they fail to capitalize on this. Coca-Cola is already present in 200
countries and they are not prioritizing focusing on more at the moment.
Coca-Cola has seven threats in its external assessment. These are as follows:
Number 1 (Pepsi is more diversified offering food and beverage products), 2 (Carbonated
drink sales are decreasing due to high sugar content), and 4 received the highest weights. Coca-
Cola received a rating of 3, 2, and 2 respectively on these threats. Pepsi has had food products
for quite some time now and it hasnt derailed Coca-Cola yet, and we dont anticipate it doing so
in the future. The fitness fad that is taking over now offers a severe threat for the company.
They have resorted to diet soft drinks, however these too are starting to slump.
INTERNAL ASSESSMENT
It is vital to assess the companys internal strengths from the aspects of accounting,
operations. Understanding the internal strengths and weaknesses allow us to plan for operational
and managerial efficiency and to help us make vital financial decisions in the future.
IFE MATRIX
No t g d Score
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.
Strengths
1 Coca-Cola being a valuable brand known as leader of all 0.09 4.00 0.36
beverages companies
2 Product Variety 0.08 3.00 0.24
3 High market share 0.09 4.00 0.36
4 Leader of soft drink industry 0.08 3.00 0.24
5 Large distribution and production facilities 0.07 3.00 0.21
6 Very strong financial position 0.03 3.00 0.09
7 Strong advertising and marketing 0.07 3.00 0.21
8 Strong global company 0.09 4.00 0.36
Weaknesses
1 Larger long-term debt 0.08 2.00 0.16
2 Negative publicity in India 0.06 2.00 0.12
3 Debt-to-equity ratio below .99 0.06 3.00 0.18
4 Low sale on products (i.e. Energy Drinks) 0.07 2.00 0.14
5 Products limited to beverages 0.06 3.00 0.18
6 Numerous discontinued product 0.03 1.00 0.03
7 Weaker marketing strategy to younger market compared 0.04 2.00 0.08
Pepsi
TOTAL 1.00 2.96
The above matrix led us to investigate and study important strengths and weaknesses of
the company. It provides a basis of identifying and evaluation relationships among various
categories of Coca-Cola. Some of highly weighted strengths of Coke include, Coca-Cola being
the most reliable brand in beverage field today. Having a high market share in the soft drink
industry, and being a strong global company. These specific strengths received a rating of .09 and
have all received a rating of 4. These strength factors play an important role in the advancement
of Coca-Cola and provide an edge over competitors in future business endeavors and should be
maintained and held at such high regards. In contrast, we have also listed some of the companys
main weaknesses. After adding the weighted scores of each strength and weaknesses, we have
come to a grand total of 2.84. Using a weighted score of 2.5 as a reference to an average internal
performance, Coca-Colas total score of 2.84 places the company just slightly above average.
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SWOT ANALYSIS
Based on the internal assessment, the strongest point under the strength sections is that
Coca-Cola is regarded the top manufacturers of soft drink markets. The company is providing
better and efficient products. Company is maintaining its strength by providing variety of
products to its customers in all around the world. Coca-Cola owns a competitive financial
economy through its valuable market shares and it provides largest manufacturing and
On the other hand, there also some serious flaws and weaknesses in Coca-Cola also. The
company should avoid long term debt ratio which is usually increasing every year especially in
Middle East countries. The company should also focus to improve the sale of its energy drinks.
Coca-Cola Company unfortunately lacks adequate sale of energy drinks. The company should
focus on new strategies to advertise its energy drinks globally which eventually will result in
Based on the external assessment, the company can enjoy a variety of opportunities in
future to sufficiently increase its market share in the world. Coca-Cola can increase its sales in
energy drinks to a value of 21 billion per year by increasing the energy drink sales in global
market. Coca-Cola can take advantage of the opportunity to increase its earnings per share to a
value of 8% by increasing the earnings per share, company will be able to maintain its market
share with great strength which eventually will offer a great challenge to its competitors. Global
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needs of water supply are not enough in regions of Middle East and Africa. Coca-Cola have
opportunity to achieve this space by providing its soft drink products to a population of 11%
globally. This 11% global population is facing inadequate supply of water. The company should
focus to achieve this target in order to supply its soft drink products to the areas facing
As people are more aware of health today, so company can utilize this opportunity
through social media to provide them uniqueness of its product regarding health issues. As Coca-
Cola Company is producing soft drinks which are not harmful for the humans. The company can
focus on this opportunity to confidently increase the sale of its soft drink products.
While taking a look at the threats in external assessment, we can notice that the company
continuously has challenges to face. Pepsi being its one of the big competitors has more
diversity its products. The Coca-Cola lacks in diversity of products. Other competitors are
focusing more on food and beverage products all the same time. Another threat which company
is facing is the higher rate of sugar content in its products. Low sugar content drinks are
becoming more popular in all around the world and the prices of sugar are also increasing on
yearly basis. So the company have to revise its policy regarding percentage of sugar content in
beverages.
FINANCIAL ANALYSIS
Coca-Cola Company enjoys world-wide brand recognition which will assist in gaining market
share in those areas not already saturated with Coke products. Strong brand recognition and
consumer loyalty also allows Coca-Cola Company to pass on (to some degree) increased
commodity costs to consumers. Emerging markets will continue to increase Coca-Cola market
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share but the company will have to be watchful of trends developing in emerging markets similar
to those in the United States as emerging markets evolve into developed, slower-growth markets.
Coca-Cola also reports increasing investment in other emerging markets such as China,
Myanmar and India. China is expected to see a $4 billion investment over the next three years
while India can expect a $5 billion investment increase over the next eight years (Coca-Cola
Cash Flow per Share 2.36 2.07 2.06 1.77 1.63 1.97
calculating and comparing ratios in researching sound investments, the American Association of
Individual Investors (AAII) suggests to look into qualitative factors (Brigham & Ehrhardt, 2014,
and competitors. Having a diversified portfolio will also assist in reducing the risks for the
for an individual looking to gain a return on their investment. According to the Financial Ratio
Analysis Model, currently Coca-Cola has more assets than it have debt. If the company had to
liquidate right now, Coca-Cola would be in a good position as they have enough liquidity assets
on hand, if Coca-Cola had to sale them, and still be in the positive. This could be a low-risk
INDUSTRY ANALYSIS
greatest primary opponents, and as it should be. Both of the companies used fundamentally the
same ingredients and have some fundamentally offerings beverages: Pepsi and Coke both of the
orange and strained water. Basically, Pepsi additionally possesses Doritos, Rice-A-Roni and
Quaker Oats etc., and it changes the concentration of in this way (Butler, 2017). Coca-Cola
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doesn't have a comparable chance or opportunity. With the time buyer patterns move, Coca-Cola
could be left powerless, however the refreshment organization has a loyal after. The hazard about
there is less.
Coca-Cola as well as competitors will have particular accreditation deals, such as having their
goods sold in takeaway food restaurants, and various supply deals, an additional organization
might obtain a grip if this click into the trends in the correct moment. It will have a really good
and incredibly popular impression to make the kind of company popularity that Coca-Cola
enjoys today. In addition, some sort of customers shift in the direction of more healthy
alternatives, it ought to be just one innovative entrant that triggers a challenge for the
refreshment industry. As smaller sized businesses make an effort to go into the refreshment
address what to take necessary steps that will keep the consumers stick to its products only.
Coca-Cola also faces the same situation in this regard. As an example, we can say that a popular
coffee can replace the Coke in near future. If we notice on the growth of other coffee companies
like Starbucks, it will be clear to know that coffee companies are introducing new flavors to
attract its customers. Starbucks is offering its customers with variety of products and flavors
Customers may also select drinks for example fresh made shakes rather than Coca-Cola's
canned drinks. As increasing numbers of individuals think more about their health today, they
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always prefer a healthier drink with their favorite food. Although Coca-Cola enjoys a reputable
destination in international market but there is always a threat of substitute product. Investors
and traders always think deeply how to make their investment safe (Butler, 2017).
large as the drink firm is, and also as several agreements because it very likely has featuring its
distributors securing charges, distributors continue to have some strength, and few of it might be
out of their hands. With the consideration of all the things, sugar is often an item; just as some
other goods, its price differs with time along with availability. Several disasters may affect sugars
cane harvests and affect Coca-Colas recyclables expenses. Due to agreements the business most
likely has in position, the consequence could be minimal unless those mishaps happened over
the accessibility to good selection of cola refreshments. Furthermore, there is not any transferring
expense for purchasers as well as the cost flexibility of goods more raises purchaser buying
strength. As well, the instances of Coca Cola addiction has appeared in the news numerous times,
addiction of Peter Lawrie, a specialist golfer being a remarkable example. As a result, it could be
argued that bargaining strength of little section of clients who could be viewed as Coke addicts
is insignificant.
Since the Coca-Colas products it not directly purchased by its end consumers, suppliers
and buyers have a vital role in it. Most of the bargainers and suppliers are directly associated
with fast food restaurants colleges and university canteens and food markets. The company also
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has to keep focus on the end consumer. The end price should have to maintain in order to keep
matrix for the company. First, we will start by going over our strengths-opportunities strategies.
As you know, many people have become more aware of the foods and beverages they consume
and have become conscious of their health. Obviously soft drinks are not the best type of
beverages to consume so Coca-Cola must take advantage of this opportunity. Therefore, our first
SO strategy is to add two new beverages geared towards consumers who are health conscious.
Due to the increase of bottled water sales in 2011 and the lack of adequate water supply in parts
of the world, we also look to take advantage of that area of beverages. We plan on doing that by
increasing our bottled water production by 10% (SO strategy 2) and also expand our sale of
bottled water to countries in need of adequate water source (SO strategy 3). There is also a lack
of high development of soda in many foreign countries. Coca-Cola should also continue
Coca-Cola has had some low sale on its products in the past few years, especially with energy
drinks. Since energy drinks sales are on the rise and could potentially reach $21 billion per year
we would like to change this weakness into strength. Coca-Cola has already begun exploring an
acquisition sale with Monster and the best route for them to take would be to solidify this deal
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(WO strategy 1). By doing this, Coca-Cola will gain a brand name that has already established
itself as a top product in the energy drink market. This will set up Coca-Cola to reap the benefits
of the increase in energy drink sales. We also recommend that Coca-Cola utilize the increase in
net earnings they have earned to absolve some of the debt that has accumulated over the past few
aware of their health and what they consume. As we mentioned before, we want to take
advantage of this by adding two new healthy beverages geared towards health conscious
consumers. This will also be our first strength-threat strategy as we believe this is an important
issue for our company moving forward. Coca-Cola also needs to combat the rise of sugar prices
as many of their products use this. We recommend raising the price of beverages by 3% to help
deal with the increase in price (ST strategy 2). Of course our biggest competition in the market
would be Pepsi-Cola, and currently they are on pace to become a more popular drink.
Emergences of other beverage brands could also provide additional competition to our company
as well. To help fight off the competition, Coca-Cola should increase its advertising and
marketing expense by 4% in the United States and internationally (ST strategy 3).
Pepsi has also proven to be more diversified as they also offer food products as well. If
Coca-Cola does not want to be topped by Pepsi, then it is essential for them to diversify as well.
For our first weakness-threat strategy, we recommend adding two food products to production to
gain a foothold in the food market. Coca-Cola has also lost popularity among the younger
generation as either Pepsi or another beverage brand is preferred more. To help gain some
popularity back from the younger generation, Coca-Cola should increase amount spent in social
network advertising (WT strategy 2). Social networking is very popular among the younger
7 Consumers are becoming 0.06 4.00 0.24 2.00 0.12 2.00 0.12
extremely health conscious
in products they consume.
Took over Innocent
Drinks, a British company,
which focuses on healthy
drinks
8 Exploring acquisition deal 0.07 3.00 0.21 1.00 0.07 2.00 0.14
with Monster who has
become a force to be
reckoned with in the
beverage market
Threats
1 Pepsi is more diversified 0.10 1.00 0.10 4.00 0.40 1.00 0.10
offering both food and
beverage products
2 Carbonated drink sales are 0.08 4.00 0.32 1.00 0.08 1.00 0.08
decreasing due to high
sugar content
3 Pepsi could become a 0.03 2.00 0.06 3.00 0.09 4.00 0.12
more popular drink
4 "Diet" soda is on the 0.08 3.00 0.24 2.00 0.16 1.00 0.08
decline as well with nearly
an 8% fall
5 Health conscious groups 0.06 4.00 0.24 1.00 0.06 1.00 0.06
giving negative publicity
to Coca-Cola for their
products
6 Increase in sugar prices 0.05 2.00 0.10 1.00 0.05 1.00 0.05
7 Emergence of other 0.04 3.00 0.12 2.00 0.08 4.00 0.16
beverage brands could
provide competition
1.00
Strengths
1 Coca-Cola being a 0.09 2.00 0.18 3.00 0.27 3.00 0.27
valuable brand known as
leader of all beverages
companies
2 Product Variety 0.08 3.00 0.24 3.00 0.24 1.00 0.08
3 High market share 0.09 2.00 0.18 3.00 0.27 3.00 0.27
4 Leader of soft drink 0.08 2.00 0.16 1.00 0.08 1.00 0.08
industry
5 Large distribution and 0.07 - - - - - -
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production facilities
6 Very strong financial 0.03 - - - - - -
position
7 Strong advertising and 0.07 1.00 0.07 1.00 0.07 4.00 0.28
marketing
8 Strong global company 0.09 - - - - - -
Weaknesses
1 Larger long-term debt 0.08 - - - - - -
2 Negative publicity in India 0.06 2.00 0.12 2.00 0.12 3.00 0.18
3 Debt-to-equity ratio 0.06 - - - - - -
below .99
4 Low sale on products (i.e. 0.07 3.00 0.21 4.00 0.28 2.00 0.14
Energy Drinks)
5 Products limited to 0.06 1.00 0.06 4.00 0.24 1.00 0.06
beverages
6 Numerous discontinued 0.03 1.00 0.03 1.00 0.03 1.00 0.03
product
7 Weaker marketing strategy 0.04 1.00 0.04 1.00 0.04 4.00 0.16
to younger market
compared Pepsi
QSPM Discussion
The QSPM was based on three strategies. Strategy#1 was about producing new healthy
product for consumers who are health conscious; strategy#2 was to gain foothold in the food
market by adding two food products; and last but not least, our third strategy, was to increase the
strategic assessments, we have come to the decision that it would be in Coca-Cola Companys
best interest to employ strategy #1 of including healthy beverages that accommodate to the trend
of health conscious consumers. This strategy will help Coca-Cola Company gain a larger
domestic and global market share while boosting sales and future profits.
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IMPLEMENTATION PLAN
Management
When implementing Coca-Colas new strategy, management will have a number of issues
that they must address. First, they must have strong annual objectives to help ease the transition
to this new strategy. These objectives will be based upon the revised long term objective, which
is to increase our market share domestically and internationally. Setting annual objectives to
increase percentage of market share per year coincides with our healthier beverage strategy
because some of the market has been taken up by healthier options. In order to get that share
back, Coca-Cola also has to offer a healthy alternative. Company policies will be driven towards
establishing quality control with our new product while also offering incentives (such as profit
sharing) for employees to help increase productivity. Resource allocation is a very important
management issue as well. We would like to provide adequate financial and human resources to
marketing and R&D as we want to regain some of the market and a stable new product. R&D
will also require a healthy amount of physical and technological resources too. Since Coca-Cola
is changing its strategy, it is imperative to change its structure too. The best structure for our
situation would be a divisional structure by product since our strategy is based around a new
special product. All these changes can be threatening to us as well because of the possibility of
resistance to it. If we encounter resistance, the best course of action to follow for our situation is
the educative change strategy. Although this is the slowest alternative, we want to execute our
strategy the best way possible. In order to do that, we must have all hands on deck and the best
way to attain that is to educate our employees so they can accept the change better.
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Company Strategy:
To develop a healthier and affordable product to meet our customers needs and increase
Supporting Policies:
1. Research and development should take steps in order to invent and diversify in the juice
data. (This will help maintain where we are spending our money and can tell us where to
Divisional Objectives:
1. Starting from January 2018, each division's salesperson must follow up with clients and
conduct a quality survey to ensure they received quality products in their order. (This
would ensure quality control over our products, especially with our new healthy
beverage.)
2. From January 2018, salespersons will receive 5 percent of gross revenue from beverages
as a bonus if we reach our divisional objective. (Provides an incentive for our employees
Supporting Policies:
1. From January 2018, employees will receive a $150 bonus if production units reach
40,000 by the end of the year. (This will provide productivity increase in workers in the
form of incentives.)
2. From January 2008, production department will be worked in two shifts. (Even though
this will take away some hours from workers we want fresh workers on the line so we
Operations
When Coca-Cola introduces the new product, decisions must rely heavily on quality
control, cost control, inventory control, and creating an operations plan which needs to be
restricted to meet their objectives but also somewhat unrestricted to allow for flexibility and
creativity. A trial and error phase should be developed on a smaller scale to ensure that the
strategic decision is a financially feasible one. If the trial and error phase is successful, then the
plan should move forward and the company should complete the introduction of the option of
healthy beverages.
Human Resources
When Coca Cola implements its new strategy of healthier drink choices the company
must address the changes of the organizational structure of their company and additional staffing
needs and concerns. Human Resources must develop a strategic approach for their staffing needs
and define the role that each staff member will play when they attempt to accomplish their goal
generating the needed income to fund our strategic projects is to carefully assess and analyze the
companys debt and equity within its financial structure. One way to analyze if Coca-Cola has
sufficient capital to fund our strategies is by conducting a projected financial statement analysis.
The projected financial statement analysis can be used to know about the impacts of our strategic
implementation decision of adding an addition to the Coca-Cola product line. This will be
implemented by accurately forecasting sales and knowing about the cost of goods sale as well as
The approach Coca-Cola will take in implementing research and development is to be the
first firm to market new technological products. Coca-Cola will utilize its strategy of healthier
drink choices and its underlying issue of declining market share. It will focus on being the first to
offer new, healthier convenient beverage options, especially to new and developing markets that
do not have access to these options. Innovative imitators have difficulty entering the market and
so it is important that Coca-Cola uses research and development to ensure it is the first to market
The way that Coca-Cola will implement its management information system is by
making sure that all the places Coca-Cola wishes to do business with can communicate with
them. If Coca-Cola wants to provide its products to the world, then the world must be able to
communicate to Coca-Cola. The ordering system must be available in multiple languages making
it easy for those countries that do not speak English to order from Coca-Cola. The employees of
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Coca-Cola must also be able to intemperate the information coming from those other countries
whether it be the use of translators or a program that changes the information over into readable
Evaluating the worth of our organization is central to strategy implementation and will allow us
to realize opportunities of acquiring other firms in our goal to produce a new line of health
conscious products. Determining our businesss worth can be done so by assessing what our firm
owns, what our firm earns, and what our firm will bring in the market. The valuation of our
firms worth is based on financial facts, but common sense and intuitive judgment must enter
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