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Coke Business Plan
Coke Business Plan
| 8/8/2010
Business Plan
Business plan
On
Prepared for:
Business Plan on Coca-Cola Ltd. | 8/8/2010
ASHRAF U BHUYAN
Lecturer
Prepared by:
Md. Ansarul Haque 2006-1-10-150
DEDICATION
This Business Plan is dedicated to our beloved parents,
First of all we would like to thank the almighty god that we are enabling enough to
do this term paper. We are very much thankful to our respective course instructor
Ashraf U Bhuyan for giving us such an interesting project and proving the
necessary suggestion and guidelines. This has provided us the chance of working
Business Plan on Coca-Cola Ltd. | 8/8/2010
with real life data, which helped us to acquire clear insight about the course. It was
a thoroughly enjoyable experience. This Business Plan will definitely add to our
practical experience and will help us in professional life.
We are grateful to our administration as they provide us with the facility to use
computer lab. May be, it would have been impossible to finish the Business Plan in
time if we didn’t get facility to use computer lab for our own purpose. We are
acknowledging to all of those web sites from which we have taken necessary helps.
Last but not least, we are proud and feeling lucky enough to have such nice
members in our group. We have a strong bonding of understanding which has
made our effort successful and memorable.
Executive Summary
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The company operates a franchised distribution system dating from 1889 where The
Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers
throughout the world who hold an exclusive territory.
The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the
NYSE and is part of DJIA and S&P 500. Its current chairman and CEO is Muhtar Kent.
Table of Contents
Content:
1. Coca Cola International
A. Summary
B. Vision
2. Management
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3. Marketing
A. Market Analysis.
B. Competitive Analysis
C. SWOT Analysis
D. Strategy Planning
4. Operation
A. Key Professionals
B. Organizational Structure
F. Facilities
5. Financial Data
A. Company Statement
C. Balance Sheet
A.SUMMARY:
Coca-Cola Enterprises, established in 1986, is a young company by the standards of the
Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of
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The Coca-Cola Company traces it’s beginning to 1886, when an Atlanta pharmacist,
Dr. John Pemberton , began to produce Coca-Cola syrup for sale in fountain drinks.
However the bottling business began in 1899 when two Chattanooga businessmen,
Benjamin F. Thomas and Joseph B. Whitehead , secured the exclusive rights to bottle and
sell Coca-Cola for most of the United States from The Coca-Cola Company.
In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-
Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping
accelerate bottler consolidation. As part of the merger, the senior management team of
Johnston assumed responsibility for managing the Company, and began a dramatic,
successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total
revenues were $5 billion
B. THE VISION STATEMENT OF COCA-COLA COMPANY
In order to achieve this vision, we must create value for all the constraints we serve, including our
consumers, our customers, our bottlers, and our communities. The Coca Cola Company creates value by
executing comprehensive business strategy guided by six key beliefs:
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The ultimate objectives of our business strategy are to increase volume, expand our share of
worldwide nonalcoholic ready to drink beverages sales, maximize our long-term cash flows, and
create economic value added by improving economic profit.
The Coca Cola system has more than 16 million customers around the world that sells or serves our
products directly to consumers. We keenly focus on enhancing value for these customers and helping
them grow their beverage businesses. We strive to understand each customer’s business and needs,
whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging
market.
There are nearly 6 million people in the world who are potential consumers of our company’s
product. Ultimately, our success in achieving our vision depends on our ability to satisfy more of their
beverage consumption demands and our ability to add value for customers. We achieve this when we
place the right products in the right markets at the right time.
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2. MANAGEMENT:
Chairman
Board of
governors
3. MARKETING
A. MARKET ANALYSIS:
Income
6% 5% 5% 5% 4% 4% 18% 9% 70
This shows that the market of the company is geographically vast and it is controlling it with great
success. In 2002, the company grew their carbonated soft-drink business by nearly 250 million unit cases
and generated record volumes. Because carbonated soft drinks are the largest growth segment within the
nonalcoholic ready-to-drink beverage category measured by volume, that is why they are focusing more
on this and they are continually increasing the pace because they know that accelerating this pace is
crucial to their future success. Thus they are increasing their market day by day. The operation income
earned by Coca Cola Company can be illustrated by the following pie chart.
(Figure)
This strategy has worked a lot and it has helped them to become the World’s leading Soft Drink
Company. The global unit sale of the Coca Cola Company is increasing from the last ten years. The data
of the global unit sale of the Coca Cola Company can be represented by following chart.
(Figure)
12
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10
8
6 unit sale in billions
4
2
0
1971 1981 1991 2002
So there is positive growth in the market of the Coca Cola Company. There is a worldwide
volume increase by 4% with strong international growth of 5%. This is only due to the innovative
marketing programmers, which has deepened the relationship of the customers and Coca Cola. The
financial health and success of their bottling partners is a critical component of The Coca-Cola
Company's ability to build and deliver leading brands.
In 2002, the company had worked with their bottlers to turn good intentions into reality by
improving the system economics. The results in 2002 reflect this steadily improving and mutually
constructive relationship between the Company and their bottling partners. The main reason behind this
relationship is to continue realizing shared opportunities for growth, with closer coordination of
operations including customer relationships, logistics and production.
MARKET SHARE BY AREA:
Coca Cola is the world-renowned soft drink and the company is currently operating through out
the world. The world wide total is about 17.8 billion.
Operation Review
NORTH AMERICA
LATIN AMERICA
EUROPE & MIDDLE EAST
ASIA
AFRICA
So the volume is least in the Africa and most in the North America. The data about the market
share of this company area wise is given in the following table.
The above table shows the geographical earning of the Coca Cola Company and from this data;
we can find out that the customers of Coca Cola are increasing which is shown by the company’s per
capita income. Unit case equals 24 eight-ounce servings. The column, which shows the non-alcoholic
beverages consist of commercially, sold beverages, as estimated by the Company based on available
industry sources. The country column is derived from
The Company's unit case volume while the industry column includes nonalcoholic ready-to-drink
beverages only, as estimated by the Company based on available industry sources.
Country Unit case growth Non- All commercial
alcoholic
Beverages
Drinks
10 year compound annual 5-year compound annual 2002 annual growth 2002 2002
growth growth
Company Industry Company Industry Company Industry Company Company Company per
share share capita
Income
North 4 5 3 3 2 2 22 15 398
America
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Argentina 7 4 6 2 7 2 20 10 236
Brazil 5 5 3 6 3 5 23 13 144
Mexico 7 10 8 9 2 5 22 18 462
Europe 6 3 5 3 2 4 12 6 72
& Middle East
Eurasia 17 8 6 5 (14) 1 14 5 39
France 8 3 9 3 7 3 9 5 110
Italy 1 3 4 3 2 2 9 6 104
Middle East 12 12 7 5 4 8 8 3 17
Spain 6 4 8 5 4 4 17 12 264
Asia 7 6 6 7 10 7 14 5 23
Africa 7 6 8 3 10 6 34 11 34
(Table)
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In Asian population, which is the satisfied customer of Coca Cola, is approximately 3.2 billion
and the average consumer enjoys close to two servings of our products each month. Through an intense
focus on Coca-Cola, innovation and new beverages, the company has achieved volume growth of 10
percent in 2002. With developing economies and populations, this region has strong long-term potential,
and the company is building an exciting family of beverage brands in addition to expanding the
popularity of our core brands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6
percent. The total unit case sale of Coca Cola in Asia can be shown by the following pie chart.
(Figure)
So the company is emphasizing more in this area and is trying to develop a strategy, which can
increase the growth of the consumption of Coca Cola by the people of Asia. Among the countries of Asia,
Japan has the highest percentage, which is about 29%. Among others, Pakistan, India and Bangladesh are
those countries where the average consumption is increasing day by day.
MARKET SEGMENTS:
Market segments are basically those people who take this drink daily and those areas where the
demands is higher then the other areas. There are so many people who take this drink daily and those
people who take weekly and those who take less often are always there as well. So, their basic segments
are those people who take this drink regularly.
a) Customer Characteristics:
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First of all the majority don’t care that what they are going to have. In other words, they
don’t care before drinking that whether it is “Pepsi” or “coke”. They don’t actually differentiate
between these two brands in order to their tastes.
b) Customer Needs:
Push availability
Majority of the customer buys what’s price is low. If Coca-Cola increase their price even
0.10 cents then their sales will decrease. Customer must go for another brand like Pepsi or else
For this reason Coca-Cola have provided their coolers and freezers in the market. They have
maximum number of coolers and freezers in the market. They provide this infrastructure free of cost just
to provide child coke to their customer, which they want to be purchase.
Their salesman and mechanics regularly visit all the shops where coke has its infrastructure to check
that either it is in proper condition or not, if not then they immediately change or repair it.
B. COMPETITIVE ANALYSIS
COMPETITORS
Coke’s major competitor is “PEPSI” and there is no hesitation to say this because every one
knows that and all the other cold drinks and water, coffee, tea is the competitors.
MAJOR COMPETITORS
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Consumers firstly decide that they are going to have a soft drink. Then they compete brands
with each other. Like they compete Coke with Pepsi and Sprite with 7up and team. So the major
competitor of Coke is Pepsi.
When they motivate to any other brand or on Coke it’s in instinct basically that based on
messages derive certain feelings.
But Coca Cola thinks in a different way, they believe that RC Cola, new coming Beverages,
and all juices, even they take water and tea as their competitors.
MAJOR COMPETITOR
PEPSI INTERNATIONAL
HISTORY
PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion
and over 143,000 employees. The company consists of the snack businesses of Frito-Lay North America
and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana
North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer
and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200
countries and territories.
Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young.
PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was
acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in
2001.would entertain the listener with the latest musical selections rendered by violin or piano or
both. The new name, “Pepsi Cola”, is derived from the two of the principle ingredients, Pepsin
and Kola Nuts. It was first used on the August 28. At that time, Braham’s advertising praises his
drink as “Exhilarating, invigorating, aids digestion”.
1990-2002
The advertisement of the Pepsi changes to, “You got the right one baby, Uh-Huh!” With the
extensive usage of the stars in the ads, the popularity of Pepsi increase. In 1992 Pepsi-Cola formed a
partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the
United States. Outside the United States, Pepsi-Cola Company's soft drink operations include the business
of Seven-Up International. Pepsi-Cola beverages are available in more than 190 countries and territories.
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PEPSI’S PRODUCTS
Pepsi
Teem
Miranda
Pepsi Max
Pepsi Lemon
Pepsi Blue
Mountain Dew
7up
SWOT Analysis:
STRENGTH
WORLD’S LEADING BRAND
Coca-Cola has strong brand recognition across the globe. The company has a leading brand
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value and a strong brand portfolio. Business-Week and Interbred, a branding consultancy,
recognize. Coca-Cola as one of the leading brands in their top 100 global brands ranking in
2006.The Business Week-Interbred valued Coca-Cola at $67,000 million in 2006. Coca-Cola
ranks well ahead of its close competitor Pepsi which has a ranking of 22 having a brand value of
$12,690 million Furthermore; Coca-Cola owns a large portfolio of product brands. The company
owns four of the top five soft drink brands in the world: Coca-Cola, Diet Coke, Sprite and Fanta.
Strong brands allow the company to introduce brand extensions such as Vanilla Coke, Cherry
Coke and Coke with Lemon. Over the years, the company has made large investments in brand
promotions. Consequently, Coca-Cola is one of the best recognized global brands. The
company’s strong brand value facilitates customer recall and allows Coca-Cola to penetrate new
markets and consolidate existing ones.
The company’s operations are supported by a strong infrastructure across the world.
Coca-Cola owns and operates 32 principal beverage concentrates and/or syrup manufacturing
plants located throughout the world. In addition, it owns or has interest in 37 operations with 95
principal beverage bottling and canning plants located outside the US. The company also owns
bottled water production and still beverage facilities as well as a facility that manufactures juice
concentrates. The company’s large scale of operation allows it to feed upcoming markets with
relative ease and enhances its revenue generation capacity.
ROBUST REVENUE GROWTH IN THREE SEGMENTS
Coca-Cola’s revenues recorded a double digit growth, in three operating segments. These
three segments are Latin America, ‘East, South Asia, and Pacific Rim’ and Bottling investments.
Revenues from Latin America grew by 20.4% during fiscal 2006, over 2005. During the same
period, revenues from ‘East, South Asia, and Pacific Rim’ grew by 10.6% while revenues from
the bottling investments segment by 19.9%. Together, the three segments of Latin America,
‘East, South Asia, and Pacific Rim’ and bottling investments, accounted for 34.8% of total
revenues during fiscal 2006. Robust revenues growth rates in these segments contributed to top-
line growth for Coca-Cola during 2006.
WEAKNESSES
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NEGATIVE PUBLICITY
The company received negative publicity in India during September 2006.The Company
was accused by the Center for Science and Environment (CSE) of selling products containing
pesticide residues. Coca-Cola products sold in and around the Indian national capital region
contained a hazardous pesticide residue. These pesticides included chemicals which could cause
cancers, damage the nervous and reproductive systems and reduce bone mineral density. Such
negative publicity could adversely impact the company’s brand image and the demand for Coca-
Cola products. This could also have an adverse impact on the company’s growth prospects in the
international markets.
In North America the sale of unit cases did not record any growth. Unit case retail
volume in North America decreased 1% primarily due to weak sparkling beverage trends in the
second half of 2006 and decline in the warehouse-delivered water and juice businesses.
Moreover, the company also expects performance in North America to be weak during 2007.
Sluggish performance in North America could impact the company’s future growth
prospects and prevent Coca-Cola from recording a more robust top-line growth.
DECLINE IN CASH FROM OPERATING ACTIVITIES
The company’s cash flow from operating activities declined during fiscal 2006. Cash
flows from operating activities decreased 7% in 2006 compared to 2005. Net cash provided by
operating activities reached $5,957 million in 2006, from $6,423 million in 2005. Coca-Cola’s
cash flows from operating activities in 2006 also decreased compared with 2005 as a result of a
contribution of approximately $216 million to a tax-qualified trust to fund retiree medical
benefits. The decrease was also the result of certain marketing accruals recorded in 2005.
Decline in cash from operating activities reduces availability of funds for the company’s
investing and financing activities, which, in turn, increases the company’s exposure to debt
markets and fluctuating interest rates.
OPPORTUNITIES
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If Coke is considered a luxury product. Then there is the tax rate system
After paying all these taxes coke has to pay electricity charges. We have to spend on
distributions. After paying all these expenses Coke’s margin squeezed and consumers have to
pay for increasing tariffs.
These are the opportunities through which we can increase the price and can get profits.
Worldwide volume increased by 4 percent with strong international growth of 5 percent and clear
signs that our North American business is growing solidly and predictable.
Earnings per share grew by 82 percent, as we delivered on our commitment to create volume
growth while aggressively
Return on common equity grew from 23 percent in 2000 to 38 percent this year.
The company has generated free cash flow of $3.1 billion, up from $2.8 billion in 2000, a clear
indication of its underlying financial strength.
The strategy for the future of the company is very straightforward. The marketing strategy for the year
2002 is as follows,
Grow system profitability and capability together with our bottling partners.
Serve customers with creativity and consistency to generate growth across all channels.
Sprite
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Fanta
Diet coke
Coke classic
MARKET POSITIONING
PRODUCT RANGE
The total range of Coca Cola Company in Worldincludes:
Coke.
Sprite.
Fanta.
Diet Coke.
And company offers their products in different bottle sizes these include:
And positive feeling felling with the brand, which they used to have Coke wants to
advertise their products heavily in the coming year. And it will take the 10% of their profits. And
when we take it as a global level it is $ I billion.
Coming year is the challenging year for the industry of Coke. They have to take lots of
decisions that how to increase the production and where they have to spend money.
For gaining success in coming year they have to have some important things like:
4. They should also know that how much to do with the promotion activities for brand...\
D. MARKETING & SALES
MARKETING STRATEGY
Our local marketing strategy enables Coke to listen to all the voices around the world
asking for beverages that span the entire spectrum of tastes and occasions. What people want in a
beverage is a reflection of who they are, where they live, how they work and play, and how they
relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-
Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in
Korea buying bottled water after a run together, we're there for you. We are determined not only
to make great drinks, but also to contribute to communities around the world through our
commitments to education, health, wellness, and diversity. Coke strives to be a good neighbor,
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consistently shaping our business decisions to improve the quality of life in the communities in
which we do business. It's a special thing to have billions of friends around the world, and we
never forget it.
Coca-Cola signed a sponsorship agreement with eight of Pakistan’s National cricket players.
Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers &
masses invested in the opportunity and launched a massive campaign on mass media showing all these
cricket stars endorsing & complimenting Coca-Cola brand. The Coca-Cola Company developed three TV
commercials & four testimonial ads with the player & ran them on the national net work during various
cricket matches. These bold steps taken by the Coca-Cola marketing unit acclaimed them many
acknowledgements across the board. This campaign helped Coca-Cola to establish its association with the
game & the player.
COCA-COLA CONCERTS
The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief
through Coca-Cola in short moments that he had to himself during a concert. Coca-Cola’s brand
positioning of providing deep down refreshment for the body, soul & mind were captured accurately in
the TVC & depicted aptly how the drink completes the moment for Aurar.
COCA-COLA GO-RED
Quenching the thirst of motorist, pedestrians & passerby’s during hottest summer season, Coca-
Cola’s “GO-RED” teams went out into the cities main quadrants to “serve & refresh” on the spot with
ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the “GO-RED”
stall, served well to promote the Coca-Cola industry. .
Coca-Cola hosted “The Coca-Cola Shopping Festival” Lahore’s first shopping festival, a
resounding success with tempting discounts, live music, great prizes & fire works. Liberty marketing
Gulberg was a hive of activity during the weeklong shopping extravaganza. The in augural event proved
so popular that it is now set to become an annual fixture.
television sets of different sizes. These days this scheme is very popular among the people.
DIET COKE
After the acquisition of the individual local franchise bottling facilities in 1996, the company has
successfully launched its first new product, diet coke, for the first time in almost 3 years. The was linked
with three fashion shows as Diet Coke is related to fashion & fitness, but the major hit was thematic
fashion shows in restaurants, which are the key accounts of the company as this has been never done
before in Pakistan.
ADVERTISEMENT
Coca cola company use different mediums
Print media
Pos material
Tv commercial
PRINT MEDIA
They often use print media for advertisement. They have a separate department for print
media.
POS MATERIAL
Pos material mean point of sale material this includes: posters and stickers display in the
stores and in different areas.
TV COMMERCIALS
As everybody know that TV is a most common entertaining medium so TV commercials
is one of the most attractive way of doing advertisement. So Coca Cola Company does regular
TV commercials on different channels.
DISTRIBUTION CHANNELS
Coca Cola Company makes two types of selling
Direct selling
Indirect selling
DIRECT SELLING
In direct selling they supply their products in shops by using their own transports. They
have almost 450 vehicles to supply their bottles. In this type of selling company have more profit
margin.
INDIRECT SELLING
They have their whole sellers and agencies to cover all area. Because it is very difficult
for them to cover all area of Worldby their own so they have so many whole sellers and agencies
to assure their customers for availability of coca cola products.
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PROMOTION STRATEGIES
GETTING SHELVES
They gets or purchase shelves in big departmental stores and display their products in that
shelves in that style which show their product more clear and more attractive for the consumers.
SALE PROMOTION
Company also do sponsorships with different college and school’s cafes and sponsors
their sports events and other extra curriculum activities for getting market share.
UTC SCHEME
UTC mean under the crown scheme, coca cola often do this type of scheme and they
offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This
scheme is very much popular among children
4. Operations:
A. KEY PERSONNEL :
The Coca-Cola Company is a truly global company, and we operate in over 200
countries around the world. From Atlanta to London to Bangkok to Santiago, our
people make a difference everywhere we work. Here we have the opportunity to
make a difference and create ways to connect our executives, guests and others
around the world in an expeditious, safe and comfortable manner. We never stop
looking for the best and the brightest.
Where is the next big opportunity for The Coca-Cola Company? What will our
competitors be doing next week…next year…in the next decade? Your insights
and analysis will help find the answers. Here we take on big challenges and make
bold plans for the future. Are you ready to share your ideas with some of the best
thinkers in business? Opportunities are available in Strategic Planning and
Business Development.
For providing their product in good manner company has provided infrastructure these
includes:
Vizi cooler
Freezers
Display racks
As one of the best known brands on the planet, we know the importance of technology.
That’s why we’re always thinking about what’s now and what’s next and investing in the people
and the technologies that will power our company for years to come. We have opportunities in
Application Development and Support, Operations, IT Architecture, Infrastructure Systems
Support, Network Management, Business Systems Planning, SAP, Database Management and
Technical Training. If you want your talent to make a global impact, this may be your
opportunity.
What will be our next success story? A new product? A new packaging system?
Something so new the world has never seen anything like it? At The Coca-Cola Company, your
ideas will make the difference. We’re always searching for what’s next. That’s why we’re almost
always ready to talk to someone like you. We have opportunities available in New
Products/Services Development, Laboratory Analysis, Research & Development and
SRA/Environmental. If you’re ready to make a breakthrough, this could be the break you’ve
been seeking.
Creating some of the best selling beverages in the world takes some of the best
technology around and some of the very best people in the business. At The Coca-Cola
Company, our Manufacturing and Maintenance teams are beyond compare. That’s why, year
after year, our beverages are enjoyed by billions of people…billions of times.
MARKETING – It’s driving the success of the one of the world’s best known
brands.
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The strength of our brands is tied directly to the people behind them. It’s your ideas and
innovative thinking that make The Coca-Cola Company a global powerhouse. Are you ready to
make your mark? We have opportunities available in Brand Management, Creative Services,
Marketing Research, Advertising, Media, Category Management, Channel and Customer
Marketing, Marketing Asset Management, Promotions and Merchandising/Licensing. If you
have the ability, this may be your opportunity to put your talent in a multi-billion dollar spotlight.
Operating a global business places tremendous demands on the supply chain. That’s why
at The Coca-Cola Company, you’ll find the very best people answering the call everywhere we
do business. We have opportunities available in Distribution and Logistics, Procurement,
Equipment Services and Customer Service. It’s an amazing challenge, with equally amazing
opportunities for top performers
Just because you’re the very best, you can’t simply stand still. At The Coca-Cola Company,
we continuously strive for better ways to create our products. How can we improve our
manufacturing, raw materials, packaging and more? It’s up to you. Are you up to the challenge?
We have opportunities available in Engineering and Quality Assurance. Bring us your ideas and
watch how far they can take you.
E. Customer service :
The second key element of our business imperatives is to develop each of our markets by
providing superior customer service and quality products.
In Coca-Cola Hellenic we work hard to adapt our business to the changing needs of our
customers. We initiate a number of customer-specific programmed. This aims to facilitate a
cross-functional approach to planning for the purpose of better aligning our organization with the
way our customers do business.
The goal of this approach is to create value for our customers. Improved preparation of
joint annual plans encompassing promotional planning and revenue growth initiatives, inventory
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management and customer-specific cooler placement strategies, are examples of what we believe
will bring additional value to our customer relationships.
AVAILABILITY
We place our range of products within easy reach of consumers in the right package, in
the right location, at the right time.
We focus on developing strong relationships with our customers to ensure that the right
products are in stock, highly visible and readily accessible wherever and whenever consumers
may desire a non-alcoholic beverage.
AFFORDABILITY
We offer a wide variety of desirable, premium quality products, in packages appropriate
for the occasion, at the right price.
In doing so, we aim to reach as many consumers as possible while taking into account the
differing levels of purchasing power in the countries in which we operate.
ACCEPTABILITY
We supply an extensive and growing range of products that meet the highest quality
standards in each country, increasing their acceptability to consumers.
We have a detailed understanding of consumer needs and access to the most effective
communications channels. Combined with our experience in quality control, customer service
and efficient distribution, we are able to reach out to customers and consumers in each of our
markets and meet their demands.
ACTIVATION
We motivate consumers to choose our products by improving product availability and
attractiveness at the point of purchase and by building brand strength in our local markets.
* the placement of cold drink equipment, such as coolers and vending machines
5. FINANCIAL DATA
COMPANY STATISTICS:
The statistics of this company is impressive. Since it is operating through out the world that is
why the number of employees and the bottling equipment’s is highest among the other bottling
companies. There is a constant increase in every aspect when we compare the statistics of 2001 and the
statistics of 2002. This is because; Coca Cola Company is increasing its volume day by day. The
expansion of this company, which shows the success of Coca Cola brands, results in the percentage
change in the statistics of the two years. The statistics is as follows.
(Table)
2002ª 2001
Facilities
Production only 25 25
Combination 53 50
Business Plan on Coca-Cola Ltd. | 8/8/2010
Refillable bottles 4% 4%
Capital structure
Key Statistics
Constant territory bottle and can volume growth 3% ½%
EBITDA is the Earnings before interest, taxes, depreciation, and amortization, and other
non-operating items.
Net Debt is the Long-term debt plus current portion of long-term debt less cash and
marketable securities.
Equivalent Case or Unit Case is the physical case and fountain gallons converted
to a standard unit of measure defined as 24 eight-ounce servings or 192 ounces per
equivalent case sold by Coca-Cola Enterprises.
PROFIT & LOSS STATEMENT:
This company is financially very strong. It is due to the strong finances, the company is still
surviving the ups and down of the business world. The financial report of Coca Cola Company of the year
2001 and 2000 along with the percentage change is as follows.
(Table)
(In millions except per share data, ratios and growth rates)
2002 basic and diluted net income per share includes a non-cash gain of $.02 per share after
taxes, which was recognized on the issuance of stock by Coca-Cola Enterprises Inc., one of the equity
investors of this company.
2002 basic and diluted net income per share includes the following charges:
$.19 per share after income taxes related to the Company's portion of charges recorded by
the investors of the company.
$.16 per share after income taxes related to the impairment of certain bottling,
manufacturing and intangible assets.
$.05 per share after income taxes related to the settlement terms of a discrimination
lawsuit.
$.01 per share after income taxes related to incremental marketing expenses in Central
Europe.
These charges are partially offset by a gain of $.05 per share after income taxes related to the
merger of Coca-Cola Beverages plc. and Hellenic Bottling Company S.A. and $.04 per share
after income taxes related to benefits from a tax rate reduction in Germany and from favorable
tax planning strategies.
DIVIDEND AND CASH INVESTMENT PLAN:
The Dividend and Cash Investment Plan permits shareowners of record to reinvest dividends
from Company stock in shares of The Coca-Cola Company. The Plan provides a convenient, economical
and systematic method of acquiring additional shares of our common stock. All shareowners of record are
eligible to participate. Shareowners also may purchase Company stock through voluntary cash
investments of up to $125,000 per year. At year-end, 76 percent of the Company's shareowners of record
were participants in the Plan. In 2002, shareowners invested $36 million in dividends and $31 million in
cash in the Plan
BALANCE SHEET
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April 3, 2009
ASSETS
CURRENT ASSETS
Inventories 2,298
INVESTMENTS
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GOODWILL 3,988
CURRENT LIABILITIES
Note:
The financial information included in this section should be read in conjunction with Management's Discussion
and Analysis of Financial Condition and Results of Operations and Notes to Consolidated Financial Statements
contained in our Company's 2009 Quarterly Report on Form 10-Q and 2008 Annual Report on Form 10-K.
Who does not know this leading beverage company? In terms of market share and brand
exposure, Coca-Cola (hereinafter referred to as the Company or the Organization) has the “say”.
It is a very successful organization that almost everyone knows with an asset in the preceding
year reaching at least $43 billion in its 2007 consolidated financial statements. Moreover, the net
worth of this company is accounted at $27 billion.
As stated in its 2007 Financial report, this beverage organization is the leading name in its line of
business that manufactures, distributes and markets non-alcoholic drinks, syrups as well as concentrates.
Its products bearing the Coca-Cola brand and other brand names under the organization's trademarks have
been sold in the United states since 1886 and with great success, are currently being sold in more than
200 countries worldwide.
The organization was incorporated as early as 1919 under the guiding laws of the United States of
America, specifically in the state of Delaware. Daily, Coca-Cola is serving 1.5 billion of non-alcoholic
drinks to its thirsty customers.
The annual Financial information of the organization is available at its website, http://www.thecoca-
colacompany.com. It can be specifically found at the following url: http://www.thecoca-
colacompany.com/investors/pdfs/form_10K_2007.pdf)
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Generally, a multi-billion dollar company such as Coca-Cola has a long list of activities. In each
of its activity, no matter how small it can be in a unit basis, but since there are more than 200 countries to
consider, a proper analysis must be taken into account in pursuing an activity or not. Any planned activity
must be properly analyzed as to its cost versus its benefit.
One of the notable and fresh acts that the organization has decided is in its promotional activities.
Last November 11, 2008 Coca-Cola has issued a press release on its partnership with the soccer superstar
Memo, also known by his complete name as Francisco Guillermo Ochoa. Certainly, this move of the
Organization is not a decision that took over for a single night but a long process of research and analysis
if this would be of good returns to the Company. A company or an organization like Coca-Cola will not
succeed to its current status if its decisions are not based on solid profitable grounds. This means that
Coca-Cola realized that with Memo, it can increase its sales and turn it into profit. This is where break-
even analysis comes in.
To give detail to the said decision, and to identify some needed information in making the
breakeven analysis a usable tool, the following are identified:
1. Unit of measurement used for the partnership with Memo: This is the length of
time the partnership lasts and the extent of activities Memo has to do such services
for the Company such as autograph signing, promotions to customers and other
promotional procedures in favor of the Organization and its products:
(d) Production cost of the memorabilia related to Memo that are sold
4. Fixed cost for the period of partnership: the Contract of partnership for a year
amounting to $15 million.
Although these are estimations, once the company recovers the $15 million fixed cost, which is
the contract price with Memo and the variables costs that it would incur, Coca-Cola will be breaking even
with its expense already. That means after breaking even it has to pay only per activity that it must require
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Memo to perform and the variable cost of the memorabilia and additional product sales. No activity, no
cost to incur. Still, at the end of the year, the contract of partnership between memo and Coca-Cola proves
profitable.
Coca-Cola surely has lots of plans. One of the possible decisions that it might make, and
their respective relevant and irrelevant costs are shown in the following matrix:
Possible Decisions --> Contracting every bottling activities out of the company
or outsourcing them instead of bottling the products
Type of Activities themselves; and
Relevant activities and their 1. The current cost of workers' salaries and wages within the
costs bottling division in the Coca-Cola company's premises
(estimated annual cost, $130 million)
Irrelevant activities and their 1. Corporate main office lighting and other minor utilities
costs (estimated annual cost, $120 thousand)
On the other hand, the irrelevant costs are the ones that are committed by the entire
organization but these costs are not in any way directly related to the issue at hand: the plan to
outsource the bottling plants. However, in some cases, these irrelevant costs might be allocated
in some way or another in other earning departments. Irrelevant costs are not used in the cost-
volume-profit analysis or break-even analysis and eventually, not used in decision making as the
name suggests, it is “irrelevant”.
SFAS 151 is adopted by the Coca-Cola company in treating the costs to be allocated. Its
idle capacity, freight and handling costs together with other allocable costs such as spoilage and
loss from wastage in production/raw materials are deducted as period costs, which means, they
are expensed outright without getting through the inventory stage.
However, in terms of production overhead, such as light, utility and other allocable
overhead costs, it is allocated as part of the inventory under “normal capacity” (The Coca-Cola,
2008) of production facilities
The company has a cost of goods sold amounting to $2 billion and allocable total
allocable cost is estimated at 10% of the goods sold which means it would reach up to $200
million. What is the implication of this? This means that if the cost is not allocated to the
production, they would be expensed outright and would not wait until the goods are sold before
they can be accounted for. But in the long run, the same amount will be generated for the bottom
amount which is operating income.
Just like most of the companies, Coca-Cola uses a peanut-butter costing spreading the
costs that are not directly identifiable to those products that could take these costs. It is then a
production cost rather than a period cost that is outright expensed.
In a certain organization, just like Coca-Cola, there are non-earning departments and these
departments are only supporting the main function of the organization. The main function is the
department “working for the money” but obviously without the support, the money cannot be generated
as well. Say, the finance and marketing departments are only supporting the production department. It is
the production that “creates” money for the organization. But as mentioned, without the help of finance to
properly manage the assets and without the marketing department making the products interesting and
salable, the production department cannot do anything to earn that money. Thus, it may as well be fair to
allocate the costs incurred by these support departments to the main department. In this case, allocating
the cost of non-revenue generating finance and marketing to the production department that mainly
generates the sales is viewed as a fair policy. However many propose the activity-based costing to be
more effective because every department has a cost driver that can be considered a fairer valuation of cost
for a certain cost center.
V- The Use of ABC- the Activity Based Costing
As mentioned, proponents of ABC argue that this costing system is more useful. As for Coca-Cola
company, many, if not all of its activities has cost drivers if they need to have a cost.
Talking back about the real situation presented in the firth part (I), the Organization partnering with
Memo has many costs and cost drivers. These are the two good examples:
1. Autograph signing: the very obvious cost driver for this would be the time spent by Memo in
signing the autographs of his fans while promoting the Coca-Cola products at the same time.
Estimated cost of autograph signing in a year can total to 60 hours paying Memo $5,000 per hour
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and that would be $300,000 and this is only for autograph signing.
2. Another cost that Memo can cause the organization would be on memorabilia sales. Say, a T-shirt
with his various poses endorsing Coca-Cola branded products, memo can bill Coca-Cola for it
based on the volume of T-shirts printed and sold/given by the company. This means that the cost
driver for this “T-Shirt with Memo's image” activity would be the number of T-shirts printed.
Estimates number of T-shirts is 5 Million and Memo charges $1.50 per shirt in using his name
and image and thus he is entitled 7.5 million payments from Coca-Cola.
The above situations, activities and their costs simply indicate the use of ABC depicts a more
accurate result than simply spreading the costs arbitrarily on the products.
Costing a product requires a thorough examination, analysis and understanding of the company's
activities. As presented, one might use cost allocation technique or activity based costing.
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CONCLUSION:
Coca-Cola no doubt come the heart beat of Pakistanis. Coca-Cola is one of the leaders in
sponsoring the most important, thrilling events. E.g. Cricket matches concerts and many other social
occasions. Event at the present they are organizing a Basant festival for which they busily organizing
stuff.
END