EXTERNAL ENVIROINMENT OF COCA-COLA

MICRO AND MACRO ENVIRONMENT

MAHA RAFIQUE
SP16-EX-0165
maharafiq@msn.com

Micro Environmental factors

The company
In Pakistan Coca-Cola working under the Eurasia group Coca-Cola business Strategy is
based on local marketing they establish there plant in the country where they want to do
business instead of exporting. In Pakistan they have their production plants in. Karachi,
Lahore, Hyderabad, Rahim yaar Khan, Faisalabad, Rawalpindi, Multan, Sialkot,
Gujranwala & Peshawar.

Marketing Intermediaries
Marketing intermediaries help the company to promote, sell and distribute its goods to
the end users. Intermediaries include resellers, distribution firms and marketing
agencies. When we talk about coke, Coke Company in Pakistan as well as abroad have
recognized the importance of working with their intermediaries.

Suppliers
Suppliers provide resources and raw material that company requires to produce the
goods and services. Coke company suppliers in Pakistan vary with respect to the raw
material they provide. Following is a brief list of different suppliers of coke.

Baluchistan Glass Limited

Provides glass bottles of all sizes that are used in bottling.
Shanghai Plato chemical co. Ltd
Provides pet bottles with the labels. Labels are designed by the Packages Ltd.
Saharan Mills Limited
Provides the quality sugar in hygienic packets.
Vanillin Intercool Pakistan
Provides the machinery such as visicoolers and chest coolers for the chilled cococola

Customers
Coke customers vary massively in terms of age in Pakistan. From kids to youngsters,
from youngsters to elders and from elders to older, coke has always captured high
customer attention from decades. We can divide coke customers in different categories.

Competitors
All over world there are two soft drink giants, Coke and Pepsi. The competition between
two companies has always been neck to neck. Both these companies keep entry to take
lead in terms of pricing, packaging, promoting and placing. But now Coca-Cola are not
available in Karachis food centers.

In Pakistan recently a few other beverages were also introduced such as Mecca-Cola
and Amrat-Cola but these soft drinks were not a threat for coke due to their very low
market share and secondly due to brand loyalty of customers for coke.

Public
Every country has different type of public which effect any business in the country most
effective public for Coca-Cola is media public. Media plays a vital role in Coca-Cola in
Pakistan.

Macro Environmental factors

Economic factors
Economic factors do affect a company in negative & positive manner. Coke is affected if
there is inflation in Pakistan & as a result coke increases its prices. Pepsi is always
waiting to take a competitive edge. The increased price is a high negative effect on
coke.

Social factors
Coke, a customer oriented company, always take steps for the welfare of its consumers.
The recyclable products used in manufacturing coke helps save peoples environment.
Coke is also helping the needy & knowledge seeking people with fewer resources by
providing them books, scholarships & opportunities to work. Coke has launched a
program in Gujranwala & Rahim Yar Khan, Pakistan where it provides basic education
to children.
Coke has also launched programs to increase awareness about the conservation of
water & natural resources, climate changes, waste environment education & recyclable
products.

Technological factors
Coke is adopting all the new technologies available. Coke is being supplied with the
refrigerators, & many more for keeping the bottles chilled, as they claim in the
subcontinent "thanda matlab Coca Cola".
Coca Cola Company adopted the recycling method to keep its environment clean & also
to have the soft corner in peoples heart. Coca Cola Company is producing new
packaging sizes with differentiated packaging with the help of new technology every
day.

Cultural factors
Culture of Pakistan is gourmet, music, sport & religious oriented Coca-Cola has many
opportunities in any occasion in Pakistan Coca-Cola always there, like

Coca Cola & Cricket

Coca Cola & Musical Concerts
Coca Cola & Food Mela
Coke studio
Coca Cola & Basant
Coke in Ramzan & Eid

Political factor
Political factors usually effects company working on the international level doing
imports& exports. Coke usually performs its operations in the local market.

Coke is usually affected by government regulations & deregulations as some major

changes occur in the food laws
Pressure groups tried to de-market Coke in Pakistan by spreading the rumors that
the revenue collected from coke goes to the Jewish lobby.