organizational management assignment on coca cola

Assignment No: 01

Submitted by:M Waqar MBA.e 093053

Kamran MBE02093017Ali Adnan MBE02093016

Submitted to:Sir Irfan Siddique

Coca Cola Beverages Pakistan Limited

Table of Contents

1 Introduction 3

1.1 History 3

1.2 International 3

1.3 Pakistan 3

2 Products 4

3 Mission, Vision and Values 5

4 Management Structure 6

5 Market Share 9

6 Promotional Campaign 10

7 Advertisement Media 11

of 11 Lahore Business School


Introduction

Invented in May 1886 by Dr. John S. Pemberton in Atlanta (Georgia, USA)

A truly global brand. The world’s largest selling soft drink since 1886.

History:

International:Coca-Cola laid the foundation of the beverage industry when it was formed in May 1886 in Atlanta. However it was not until 1895 that the idea of selling coke in bottles was introduced. With the passage of time Coca-Cola gained popularity and its product began to get recognized internationally. Thus from its mere beginning in 1886 Coca-Cola has now been transformed into a strong multinational with its product being currently recognized all over the world. Coca-Cola, in fact, has now become one of the most famous and widely consumed brands in the world. It has not only established its footings in the beverage industry but is currently heading the list of the most financially sound companies in the world.

Pakistan:Although Coca-Cola is not a new name for the local market, Coca-Cola Beverages Pakistan Limited (CCBPL) began its operations on 26 May 1996 in Pakistan. Coca-Cola Beverages Private LTD (CCBPL) is a joint venture between Coca-Cola International, Fraser and Neeves Singapore and Package Ltd. Initially it acquired National Beverages LTD Karachi and later acquired International Beverages LTD Hyderabad .In May 1996 Fraser and Neeves, a Singapore based bottler of Coke, bought off the local bottlers in Karachi. Not long after it went on to acquire the bottling plants in Hyderabad as well. Since then coke has made an impressive impact on the local market by increasing it’s availability as well as its volume share. CCBPL has decided to expand its operations in Pakistan by buying other bottlers all over Pakistan. Implementing their plans of acquisitions of other plants they have recently acquired all the plants in Pakistan as they are inclined to give more attention to increase the market share in Pakistani market.

Products:

The most popular brands in Pakistan:



Coca Cola Sprite Fanta Minute Maid Kinley (Mineral Water)

These products are sold in the market in different sizes of bottles. These sizes are available for all its products.

240ml (minute maid returnable) 250ml (returnable) 250 ml (Non Returnable) 300ml (Non Returnable) 300ml (tin pack) 1 liter (returnable) 1.5 liter pet 2.25 liter pet



Mission, Vision and ValuesThese are the declarations of overall mission and goals, and the values that are guided by as a company and as individuals.

The Coca-Cola Company Mission:

To refresh the world - in mind, body and spirit To inspire moments of optimism - through our brands and actionsTo create value and make a difference - everywhere we engage

The Coca-Cola Company Vision:

“We will become the best and the biggest anchor bottler in the world”

To achieve our Mission, we have developed a set of goals, which we will work with our bottlers to deliver:

Profit: Maximizing return to shareowners while being mindful of our overall responsibilities. 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 beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurturing a winning network of partners and building mutual loyalty. Planet: Being a responsible global citizen that makes a difference.



The Coca-Cola Company Values:

The values serve as a compass for the actions and describe how they behave in the world.

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

Accountability: If it is to be, it's up to me

Passion: Committed in heart and mind

Diversity: As inclusive as our brands

Quality: What we do, we do well



Management Structure

No. of Employees:

World wide Employees: 71000Pakistan: 3000

Organgram:

The of Pakistan is as follow:



The hierarchy of Coca Cola is as follow:

Market Share

Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share. This company controls about 59% of the world market.

Sales And IncomeData In Millions

2005 2006 2007 2008 2009

Net sales $23104 $24088 $28857 $31944 -

Net Income $4872 $5080 $5981 $5807 -

Units Sold in Billions $20.6 $21.4 $22.7 $23.7 -


ChairmanBoard of Governor

Vice Chairman and chief operator officer

Executive Vice President

Senior Vice President

Vice President


Promotion Campaign

Getting shelves: They get or purchase shelves in big departmental stores and display their products in those shelves in that style which show their product clearer and more attractive for the consumers.

Eye catching position:Salesmen of the coca cola company positions their freezers and their products in eye catching positions normally they keep their freezers near the entrance of the stores.

Sale Promotion:Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.

UTC Scheme:UTC means under he crown scheme coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, TV sets cash prizes etc. this scheme is very much popular among children.



Advertisement Media

Coca Cola Company advertises its products mainly coke through electronic media that includes television radio and internet as well. Moreover leading newspaper of Pakistan are also the targeted by coke for advertising. So we can say that coke not only uses electronic media but print media for advertisement as well.

Coca Cola Company use different mediums Print media Pos material TV commercials Billboards and holdings

Print mediaThey often use print media for advertisement they have a separate department for print media.

POS material:POS material mean point of sale material this includes: posters and stickers that are displayed in the stores and in different areas.

TV commercialsAs everybody know that TV is almost common entertaining medium so TV commercials are one of the most attractive way of doing advertisement so coca cola company does regular TV commercials on different channels.

Bill Boards and HoldingsCoca cola is very much conscious about their billboards and holdings they have so many sites in different locations for their billboards.


organizational management assignment on coca cola

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