Executive Summary: Problem Discussion

Executive summary
Understand the latest market trends and future growth opportunities for the Energy Drinks
industry in Pakistan with research from Euro monitor International's team of in-country
analyst’s experts by industry and geographic specialization. Key trends are clearly and succinctly
summarized alongside the most current research data available. Understand and assess
competitive threats and plan corporate strategy with our qualitative analysis, insight and
confident growth projections. In recent years, there are more and more kinds of drinks, people's
demand for drinks is increasing, and the competitive pressure in the beverage market is also
increasing year by year. Coca-Cola has been a leader in the beverage market for a long time, and
the reasons for its success are worth our in-depth analysis. It analyzes the competitive strategy of
Coca-Cola Company to obtain the reasons for the success of Coca-Cola Company. Coca-Cola
uses the differentiation competition strategy to improve its core competitiveness, brand
awareness, consumer loyalty, and value awareness to occupy a dominant position in the industry.
This paper can provide a reference for more soft drink enterprises through the analysis of Coca-
Cola's competitive strategy.
Problem Discussion
Not only can it be difficult to understand consumer behavior and target groups’ needs on the
domestic market, but for multi-national companies, this is an even greater struggle. Despite the
fact that most of the world’s consumers have certain things in common, their values and
attitudes, as well as behavior often differ. As a result, it is vital that international marketers
understand these differences and adapt their marketing strategies accordingly. Failure to do so
could result in disaster for a company’s international products and marketing programs. More
specifically, the degree to which international advertisement should be adjusted in accordance to
distinctive consumer characteristics in different countries is of great concern for many
companies. Consequently, the debate about whether to standardize or adapt an advertising
campaign has come to dominate the area within the international marketing literature for
decades.
Research questions
 Why roar don’t introduced the energy drink
 What is the market size of Energy Drinks in Pakistan?

 To what extent are health considerations impacting consumption of Energy Drinks in
Pakistan?
 How are products distributed in Energy Drinks in Pakistan?
Their advertisement campaign shows their target audience was youth. I guess they want to
compete Sting somehow. But Pakistanis are pro in making brand fail for not any good
reason, and that’s the scenario that goes for the Roar. Don’t know if Roar was available
internationally or Coke had done it only for Pakistanis, but surely if it was for Pakistanis then
it was made to be fail. Achieve the new targets, they knew more products as previous ones
are already been selling on max pace so they need the new ones. People buys the new ones
for tasting purposes and that alone generate the profits for parent brand. And the most
brilliant part in this whole tactic is anytime their additional taste can take place in hearts and
can alone take parent brand to new heights.
Coca Cola Company’s Mission
The mission of Coca cola is as follows: Our Roadmap starts with our mission, which is enduring.
It declares our purpose as a company and serves as the standard against which we weigh our
actions and decisions.
● To refresh the world ● To inspire moments of optimism and happiness ● To create value and
make a difference
According the mission statement criteria (Table 1 ), The company’s mission lacks the following:
buyer needs, stakeholders were not included in the mission, and it does not differentiate the
company from its rivals. Furthermore, their mission statement fulfills three criterions, which are:
it identifies the firm’s product, target group, and target market “to refresh the world” this implies
that the company is selling beverages to all people in the world. Also, it states that they want to
please their customers “to inspire moments of optimism and happiness”.
To refresh the world ● To inspire moments of optimism and happiness ● To create value and
make a difference ● To satisfy consumers taste in the beverage industry
Table 2: illustrates the mission statement criteria
In order to satisfy the criteria, the new mission statement is as follows: Our Roadmap starts with
our mission, which is enduring. It declares our purpose as a company and serves as the standard
against which we weigh our actions and decisions.
Management plan
This is a process of defining an organization’s strategy. It also refers to a process

by which the management selects a set of viable strategies that will facilitate its
performance. This is a continuous process that analyzes and appraises both the
business and the industry in which an organization operates, and puts up goals
to meet current and future competition. To enable its future business success,
Coca Cola has adopted a strategic management process that follows a four-step
process; environmental scanning, strategy formulation, strategy implementation,
and strategy evaluation.
Figure: Diagrammatic logical flow of strategic process

 Environmental scanning-Coca-Cola Company undertakes a focused
diagnosis of its current and potential business environment before
launching its business. All external and internal influences relevant to its
operations are analyzed on a continuous basis. Since the company
operates globally, global environmental factors likely to impact on its
business gain great emphasis to enable it succeed in its expansion
process. Environmental scrutiny involves facets such as tax policies,
employment laws, environmental regulations, and political stability.
 Strategy formulation- it is a process of selecting the best course of action
to accomplish organizational objectives and purpose (Hill & Jones, 2009).
In Coca Cola, the process of strategic formulation begins with creation of a
mission and vision statements. This mission statement clarifies the
purpose of the organization, its values, and often serves to communicate
with internal and external parties and stakeholders about its strategic
direction (De Wit & Meyer, 2010). The vision of the company has been
beneficial in supporting strategy formulation in which it says it focuses to
remain a low-cost leader with an aim to gain customer loyalty and increase
sales.
 Strategy implementation– it is the process of making the chosen strategy
functional or operational as originally planned. It entails modeling the
structure of organization, resource distribution, designing decision making
process, and management of human resources. To achieve its strategy
implementation process, Coca Cola Company has ensured quality
management system that helps in guiding and coordinating its activities to
guarantee quality. It also develops a control framework for guiding
organizational and managerial systems and processes. The company
believes that succeeding in a new market relies on a proper formulation of
excellent strategies and keeping them (De Wit & Meyer, 2010). Therefore,
quality controls have been the guiding principles that have enabled its
multilateral strategy.
 Strategy evaluation-it is usually the last phase of strategic process. In this
process, the fundamental activities that Coca has considered are:
appraisal of external and internal environment necessary for strategy
formulation, performance measurement, and conducting remedial action.
This evaluation process is imperative in ensuring that an organization
succeeds in meeting its objectives.
Company description
In Pakistan, Coca Cola is operating under the name of Coca Cola Pakistan Beverages Limited
and its products are available in every cities, villages, and districts of Pakistan. In the global
market, Coca Cola is the market leader for the beverage industry as it holds 48.6% as per the
recent statistics. Pepsi is the direct competitor of Coca Cola holding significant 20.5% share of
the total beverages industry. It means that Pepsi stands nowhere close to Coca Cola when it
comes to the international market. However, talking specifically about the market of Pakistan, it
can be seen that Pepsi holds a much larger share of the total market as compared to Coca Cola.
Coca Cola marketing strategies and supply strategies have proven to be ineffective in Pakistan
for leaving Pepsi behind. Therefore, it becomes important to analyze the marketing strategies of
Coca Cola to analyse the effectiveness of marketing strategies along with analysing the impact of
external factors in impacting the operations of the company.

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Executive summary

 Why roar don’t introduced the energy drink

 What is the market size of Energy Drinks in Pakistan?

Coca Cola Company’s Mission

This is a process of defining an organization’s strategy. It also refers to a process

Figure: Diagrammatic logical flow of strategic process

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