Strategic Marketing Coke
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Transcript of Strategic Marketing Coke
Coca Cola
Internal Analysis
Values
LeadershipCollaborationIntegrityAccountabilityPassionDiversity Quality
Vision
People
Portfolio
Partners
Planet
Profit
Mission
To refresh the world… In Body, Mind and Spirit.
To inspire Moments of Optimism… Through our Brands and Our Actions.
To create Value and make a difference… Everywhere We Engage.
Strategies Of The Company
Grow core global carbonated soft drink brand.
Grow other core brands. Develop transformational wellness
platform. Nurturing system health. Create customer Value. Create adjacent business.
Strategic Problems
Carbonated drinks. Human resource. Increased competition. Government regulations and laws. Packaging Relationship with bottling partners. Labeling and Warning Requirements.
New Product Activity
85 Fortified products in 2007.
A calorie Chart is provided.
Ex. Minute maid in India.
Business Plan In India
Portfolio of the company
Carbonated Products – Coke, limca, thumbs up, fanta etc…
Health products – Maaza, Minute maid.
Georgia coffee
Kinley - water.
Strengths
Distribution Network
The name” COKE”
Low cost of Operation
Weakness
Controversies
Technological advancements
Red Tapism
Financial Competence
2007 2006 2005
Revenue ($Mil.) 28,857
24088
23104
Gross profit ($Mil.)
18251
15924
14909
Operating income($Mil.)
7252 6308 6085
Total net income 5981 5080 4872
Diluted EPS(net income)
2.57 2.16 2.04
Finance
Revenue - $28.8 b Profit - $5.9 b Earning per share Growth – 19% in
2007 Market share in India – 57.8% ROA – 15.6% ROE – 30.6% Owns only a 14% of assets R&D in 2007 $9.5 Mil.
Conclusion
Thank You
Anurag Huria 11
Navdeep Khurana 36
Ashish Bambhani 13
Tabish 70