Supervised by : Dr. Ezz El Arab El Awoor
Supervised by : Dr. Ezz El Arab El Awoor
Student Work : Walid El Shawwa
Standing in business environment
Brands of coca cola
Balance Sheet and Cash Flow
Value Chain Analysis
Product Success and Drop
Degree of Risk
The way to Success
Income Statement (2010-2011)
Balance Sheet and Cash Flow (2010-2011)
Coca-Cola® originated as a soda fountain beverage in 1886 selling for five
cents a glass. Early growth was impressive, but it was only when a strong
bottling system developed that Coca-Cola became the world-famous brand
it is today.
1894 – A modest start for a Bold Idea
1899 The first bottling agreement
1900-1909 … Rapid growth
1916 … Birth of the contour bottle
1920s … Bottling overtakes fountain sales
1920s and 30s … International expansion
1940s … Post-war growth
1950s … Packaging innovations
1960s … New brands introduced
1970s and 80s … Consolidation to serve customers
1990s … New and growing markets
Ranking: We own 4 of the world's top 5 nonalcoholic
sparkling beverage brands
Associates: 90,500 worldwide
Operational Reach: 200 countries
Consumer Servings (per day): 1.5 billion
Beverage Variety: more than 2,800 products
Tea and Coffee
Our mission declares our purpose as a company. It serves
as the standard against which we weigh our actions and
- To refresh the world in body, mind and spirit.
- To inspire moments of optimism through our brands and
- To create value and make a difference everywhere we
Our vision guides every aspect of our business by describing what
we need to accomplish in order to continue achieving sustainable
People: Being a great place to work where people are inspired to
be the best they can be.
Portfolio: Bringing to the world a portfolio of quality beverage
brands that anticipate and satisfy people's desires and needs.
Partners: Nurturing a winning network of customers and
suppliers, together we create mutual, enduring value.
Planet: Being a responsible citizen that makes a difference by
helping build and support sustainable communities.
Profit: Maximizing long-term return to share owners while being
mindful of our overall responsibilities.
Coca-Cola is guided by shared values that both the employees
as individuals and the Company will live by; the values being:
LEADERSHIP: The courage to shape a better future
PASSION: Committed in heart and mind
INTEGRITY: Be real
ACCOUNTABILITY: If it is to be, it’s up to me
COLLABORATION: Leverage collective genius
INNOVATION: Seek, imagine, create, delight
QUALITY: What we do, we do well
COCA COLA - RATIO ANALYSIS
Cost of Goods Sold
Income from Operations
MAP: Showing Workforce [71,000 in 2006]
DISTRIBUTION COSTS Computer
SALES & MARKETING COSTS CUSTOMER SERVICE COSTS
Food and Lodging
Finance and Legal
- Brand equity/image & recognition
- Product distribution and worldwide network
- Solid financial performance
- One of the world's most recognized brand.
- Product diversification (water, juices, soft drinks,
sport drinks, etc)
- Co-operate identity.
- Credit rating
- Customer concentration, particularly in the US (Wal-Mart
accounts for more than 10% of Coca Cola's business in the US)
- A lot of loyal Pepsi customers are not enough loyal Coca Cola
- Does not enjoy the number one position in India, Pakistan.
- Possible growing demand.
- Expansion – Reaching all segments.
- Catering to Health Consciousness of People
- Bottled water growth
- Acquisitions of smaller players.
- Health Drinks – Fruit Juice Companies
- Key competitors (Pepsi, etc)
- Commodity prices growth
- Image perception in certain parts of the world.
- Smaller, more nimble operators/players
Product The Coca-Cola Company's products include beverage
concentrates and syrups. The business has over 300 brands of
beverages around the world. Coca-Cola is the most well known
Competition-based pricing: Coca-Cola products are above or equal to its
Discount price: Coca-Cola products are often marked down during sale
periods and special occasions.
Advertising: There are many television advertisements on
The company also uses the radio as another source of
Personal selling: Coca-Cola Company has a highly trained
Publicity: In 2003, Vanilla Coke was released to the media as
a news outlining. This helped The Coca-Cola Company to
strengthen the image of the business's products.
Indirect distribution: The Coca-Cola Company uses
intermediaries in its distribution. The company does not
sell its products directly to its consumers.
Coca-Cola Zero® has been one of the most successful product
launch hes in Coca Cola’s history. In 2007, Coca Cola’s sold nearly
450 million cases globally. Put into perspective, that's roughly the
same size as Coca Cola’s total business in the Philippines, one of
our top 15 markets. As of September 2008, Coca-Cola Zero is
available in more than 100 countries.
New drink to drink derived from a famous Lebanese miss (Julep)
and components of the drink are the raisins, sugar, lemon and
I believe that this product would have chosen work by the
producer of Coca-Cola Company will be successful will find
great success and very popular in the Arab world and Lebanon in
particular and to submit it to the world to know the taste of drink
(Julep) is a new drink and the dissemination of modern Arab
Degree of risk
High degree of risk for the entire world as it is likely that the product fails
for several reasons:
1- Went to the Coca-Cola Quote drink non-Arab world have been known to
cause non-Arab consumer reluctance to buy the product .
2- Taste of the product may not be likable to non-Arabs or non-familiar
Some Arab countries do not know anything about the product may cause a
loss of product .
3- The use of raisins in soft drinks may affect the taste of Coca-Cola .
4- The name of the product must be attractive to all the world's relationship
with Arab countries, in particular .
5- Publicity for the product design must be tailored to the nature of an
original English product
1- I believe in order to ensure the success of the product must test the market and this is
through publicity of the product in all countries of the world .
2- Must be promotion by the suspense element of the consumer .
3- Interest in product name .
4- Attention to the packaging .
5- Must be an accurate test of the product where it is still the product to specific markets
to feel the pulse of the market and a limited period after that period will be determining
the success or failure of the product .
6- Control of consumer demand in all countries of the world to see the success of
propaganda and the willingness of consumers to know to receive the product in the
market for consumption .