intro the coca-cola company is the largest manufacturer, distributor and marketer of nonalcoholic...
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INTRO
• The Coca-Cola Company is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world.
• Coca Cola products bearing the company’s trademark are now being sold in 200 countries around the world.
• The company owns or license more than 450 brands.• As a company that operates in more than 200 locations around the
world
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CO BRANDS OF COCA COLA LAEnergy Drinks Coca Cola’s brands of Energy Drinks contain Healthy ingredients which help you vitalize
Juices/Juice Drinks Coca Cola’s more than 20 juices, offering both adults andchildren nutritious, refreshing and flavorful beverages.
Soft Drinks soft drinks from The Coca-Cola Company are both icons and innovators in the beverage industry.
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Sports Drinks Carbohydrates, fluids, and electrolytes team together in Coca Cola’s Sports Drinks, providing rapid hydration and terrific taste for fitness-seekers at any level
Tea and Coffee Bottled and canned teas and coffees are satisfying both traditional tea drinkers and today's growing coffee culture
Water Smooth and essential, our Waters and Water Beverages offer hydration in its purest form.
CONTD …..
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3–5
Components of Internal Analysis Leading to Competitive Advantage and Strategic Competitiveness
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KEY CRITERIA OF RESOURCES AND CAPABILITIES
VALUABLE• Size• Intensive distribution• Deep pockets
COSTLY TO IMITATE• Brand Image• Product testing in every individual market.
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CONTD…..RARE• No it is not rare.• Product testing in every individual market.
UNSUBSTITUTABLE• Anything that substitutes coke is a threat like water, lassi, sugarcane
juice, coconut water etc.
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OUTCOMES FROM COMBINATIONS OF THE FOUR CRITERIA
Valuable?
Rare?Costl
y to Im
itate?
Nonsubsti
tutable?
CompetitiveConsequences
PerformanceImplications
NoNo NoNo NoNo NoNo CompetitiveDisadvantageCompetitiveDisadvantage
Below AverageReturnsBelow AverageReturns
YesYes NoNo Yes Yes Yes/NoYes/No CompetitiveParityCompetitiveParity
Average Returns Average Returns
YesYes YesYes NoNo Yes/NoYes/No
Temporary Com-petitive AdvantageTemporary Com-petitive Advantage
Above Average to Average ReturnsAbove Average to Average Returns
YesYes YesYes YesYes YesYes Sustainable Com-petitive AdvantageSustainable Com-petitive Advantage
Above AverageReturnsAbove AverageReturns
COCO - COLA
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PEST ANALYSISP-Political change from one party to another.Factors-1)Changes in laws and regulation.2)Changes in non-alcoholic business environment.3)Political condition.4)Ability to penetrate developing and emerging market
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PEST ANALYSISE-Economic change(changes in economy)Factors-1)Lowering of interest rate.2)Recession.3)Unemployment rate.4)Expectation of lower inflation.
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PEST ANALYSISS-Social change(changing attitude and lifestyles)Factors-1)US citizens practicing healthier lifestyles.2)Increase in Time management.3)Increase need for bottled water.4)Concern in society about nutritional value.
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PEST ANALYSIST-Technological change(new product, product improvement)Factors-1)New technology of internet and television.2)Introduction of cans and plastic bottles.3)Introduction of new machinery.4)Development of diet cola.5)Top product quality and speed delivery.
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• Economies of Scale• Product differences• Cost advantage• Brand identity
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• Brand loyalty• Price of substitutes• Buyer propensity to substitute
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• Buyer concentration• Buyer information• Brand identity of buyers• Price sensitivity
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• Supplier concentration• Presence of substitute inputs
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• Industry growth rate• Diversity among competitors• Exit barriers• Product differentiation
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Primary activities
Supportactivities
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Primary Activities:-• Inbound logistics(suppliers)• Operations• Outbound logistics• Marketing and sales• Services
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Support Activities:-• Human resource management• Technology development• Procurement
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STRENGTH• Strong Brand Equity• Global presence• Strong distribution network• Low cost of operations• Wide range of products
WEAKNESS• Health problems• Product line limited to beverages• Customer concentration
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OPPORTUNITIES• Health segment• Bottled water growth• Smaller players acquistions• Untapped potential in developing
countries
THREATS• Health drinks• Commodity prices growth• Small/local players• Sluggish growth of carbonated
beverages
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MERGERS & ACQUISITIONS• Thums Up - 1993Barq’s Inc – 1995.• Many Bottling Companies.• Mid River Traders Ltd - teas, juices and carbonated soft drinks -2001.• Seagram's mixers business from Diageo and Pernod-Ricard -2002.• Glaceau – 2007.• Fanta• Sprite
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MERGERS & ACQUISITIONS• Kinley• Georgia coffee• Minute Maid• Schweppes• Evian – 2002.• Limca• Maaza• Rimzim
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Thank You