STRENGTHS

INDUSTRY COCA COLA

• BASIC CONSUMER NEED • BRAND EQUITY

• LARGE AND GROWING MAKET • COMPANY VALUATION
• DIFFERENT FLAVOURS AND PRODUCTS • VAST GLOBAL PRESENSE
• LOW COSTS • DISTRIBUTION NETWORK
WEAKNESS
INDUSTRY COCA COLA

• EASILY IMITABLE • COMPETITION WITH PEPSI

• NOT HIGH BARRIERS OF ENTRY DUE TO • ABSENCE OF HEALTH DRINKS
AVAILABILITY OF INGREDIENTS AND PACKING • PRODUCT DIVERSIFICATION IS LOW
OPPORTUNITIES
INDUSTRY COCA COLA

• REPLACE TEA AND COFFEE • PRODUCT DIVERSIFICATION

• ADDITION OF NEW FLAVOURS TO KEEP THE • DEVELOPING NATIONS
CUSTOMER HOOKED • COST CUTS IN SUPPLY CHAIN MANAGEMENT
THREATS
INDUSTRY COCA COLA

• ISSUES RELATED TO HEALTH • RAW MATERIAL SOURCING

• ENVIRONMENTALISM • INDIRECT COMPETITORS
• DISTRIBUTION COSTS
BRAND
VALUE
CHAIN
ANALYSIS
 COCA COLA VALUE CHAIN ANALYSIS
VALUE CHAIN ANALYSIS

 VALUE-CHAIN ANALYSIS IS AN ANALYTICAL FRAMEWORK THAT ASSISTS IN IDENTIFYING BUSINESS

ACTIVITIES THAT CAN CREATE VALUE AND COMPETITIVE ADVANTAGE TO THE BUSINESS.

COMPONENTS

• INBOUND LOGISTICS
• OUTBOUND LOGISTICS
• OPERATIONS
• MARKETING AND SALES
 INBOUND LOGISTICS
• WATER IS THE MAIN INGREDIENT FOR ALL PRODUCTS MANUFACTURED BY COCA COLA

• COCA COLA USES HIGH FRUCTOSE CORN SYRUP (HFCS)

• IN 2017, $952 MILLION WERE SPENT ON DIVERSE SUPPLIERS, AN INCREASE OF 14.8%

COMPARED TO THE 2016.
 OUTBOUND LOGISTICS
• SELLS ITS PRODUCTS IN MORE THAN 200 COUNTRIES.

• DISTRIBUTION CHANNELS UTILIZED BY COCA-COLA CONSISTS OF DISTRIBUTION

OPERATIONS OPERATED OR CONTROLLED BY THE COMPANY, INDEPENDENT BOTTLING
PARTNERS, DISTRIBUTORS, WHOLESALERS AND RETAILERS.

• THE FIVE MAJOR BOTTLING PARTNERS ACCOUNTED FOR 33% OF THE TOTAL UNIT CASE
VOLUME SALES IN 2018 OF 80 BILLION BOTTLES.

• MOREOVER, OUTBOUND LOGISTICS ARE ORGANIZED VIA MANUAL DISTRIBUTION

ACROSS AFRICA WITH MORE THAN 2500 INDEPENDENT MANUAL DISTRIBUTION
BUSINESSES EMPLOYING MORE THAN 11,000 PEOPLE
 OPERATIONS
COCA-COLA OPERATING SEGMENTS ARE DIVIDED INTO THE FOLLOWING 7 GROUPS:

1. EURASIA AND AFRICA 5. EUROPE

2. LATIN AMERICA 6. NORTH AMERICA
3. BOTTLING INVESTMENTS 7. ASIA PACIFIC
4. CORPORATE

COCA COLA MANUFACTURES AND SELLS CONCENTRATES, BEVERAGE BASES AND

SYRUPS TO ITS BOTTLING PARTNERS, MAINTAINS OWNERSHIP OF THE BRAND AND
DEVELOPS AND APPLIES MARKETING STRATEGY.
 MARKETING AND SALES
• SALES OF BEVERAGES BELONGING TO COCA-COLA PORTFOLIO AMOUNTED TO 90.2 BILLION
AND 80 BILLION BOTTLES IN 2017 AND 2018, RESPECTIVELY.

• THE VOLUME OF SALES IN THE HOME COUNTRY US ACCOUNTED FOR 19% TO THE TOTAL
VOLUME OF SALES IN 2017. 31% OF TOTAL SALES OUTSIDE OF THE US OCCURRED IN MEXICO,
CHINA, BRAZIL AND JAPAN.

• COCA COLA APPLIES INTEGRATED MARKETING STRATEGY USING ADVERTISING, SALES

PROMOTIONS, EVENTS AND EXPERIENCES ELEMENTS OF THE MARKETING MIX IN A
COMBINED MANNER. THE BRAND MARKETING MESSAGE IS ASSOCIATED WITH BEING HAPPY,
ENJOYING LIFE AND LEADING AN ACTIVE LIFESTYLE.