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Research work



The Coca-Cola Company is an American multinational beverage

corporation of manufacturer, retailer and marketer of non-alcoholic

beverage concentrates and syrups.

The company is best known for its flagship product Coca-Cola, invented

in 1886 by pharmacist John Stith Pemberton in Columbus, The Coca-Cola formula and brand was bought in 1889 by Asa Candler

who incorporated The Coca-Cola Company in 1892



The Coca-Cola Company owns its anchor bottler in North America,

The Coca-Cola Company is headquartered in Atlanta,

The soft drink was first sold to the public at the soda fountain in Jacob's

Pharmacy in Atlanta on May 8, 1886.

Until 1905, the soft drink, marketed as a tonic



In 1887, another Atlanta pharmacist and businessman, Asa Candler

bought the formula for Coca Cola from inventor John Pemberton for

$2,300.

In 1890s, Coca Cola was one of America's most popular fountain drinks,

largely due to Candler's aggressive marketing of the product. The sales reach peak level in between 1890 and 1900.



Logo

Coca-Cola Bottling Plant, New York



Introduction

Coca-Cola is a carbonated soft drink which sold in stores, restaurants,

and vending machines in more than 200 countries & it offers 500 brands

It is produced by The Coca-Cola Company of Atlanta, Georgia, and is oftenreferred to simply as Coke

Originally intended as a patent medicine when it was invented in the late

19th century by John Pemberton

Coca-Cola was bought out by businessman Asa Griggs Candler whose

marketing tactics led Coke to its dominance of the world soft-drink market

throughout the 20th century.



History

The prototype Coca-Cola recipe was formulated at the Eagle Drug and

Chemical Company,

a drugstore in Columbus, Georgia by John Pemberton, originally as a coca

wine . In 1886, when Atlanta and Fulton County passed prohibition legislation,

Pemberton responded by developing Coca-Cola, essentially a non-alcoholic

version of French Wine Coca. Pemberton's French Wine Coca .

The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8,

1886.



It was initially sold as a patent medicine at soda fountains, in the

United States

John Pemberton declared that the name "Coca-Cola" belonged to

Charley In 1892 Candler incorporated a second company,

The Coca-Cola Company (the current corporation),

and in 1910 Candler had the earliest records of the company burned,

further obscuring its legal origins.



By the time of its 50th anniversary, the drink had reached the status of a

national icon in the USA.

In 1935, it was certified kosher by Rabbi Tobias Geffen, after the

company made minor changes in the sourcing of some ingredients. Coca-Cola was sold in bottles for the first time on March 12, 1894.

Cans of Coke first appeared in 1955

The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the

Biedenharn Candy Company in 1891.



Advertisement

Coca-Cola's first such advertisement appeared in 1895.

Robinson also played a significant role in early Coca-Cola advertising.

His promotional suggestions to Pemberton included giving away thousands

of free drink coupons and plastering the city of Atlanta with publicity banners and streetcar signs.

The first outdoor wall advertisement was painted in the same year as well

in Cartersville, Georgia.

On April 23, 1985, Coca-Cola, amid much publicity

Coca-Cola's advertising has significantly affected American culture, and itis frequently credited with inventing the modern image of Santa Claus as an

old man in a red-and-white suit.



the red-and-white Santa image in the 1930s, with its winter advertising

campaigns

1941 saw the first use of the nickname "Coke" as an official trademark for

the product, with a series of advertisements informing consumers that

"Coke means Coca-Cola³ Coca-Cola television commercials between 1960 through 1986 were

written and produced by former Atlanta radio veteran Don Naylor .



television commercials for Coca-Cola featured movie stars, sports

heroes and popular singers.

1980s, Pepsi-Cola ran a series of television advertisements showing

people participating in taste tests demonstrating that, according to the

commercials, "fifty percent of the participants who said they preferredCoke actually chose the Pepsi." Statisticians were quick to point out the

problematic nature of a 50/50 result:



Holiday campaigns



Sports sponsorship

Coca-Cola was the first commercial sponsor of the Olympic games, at the

1928 games

his corporate sponsorship included the 1996 Summer Olympics hosted in

Atlanta

Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organized by FIFA

Coca-Cola has a long history of sports marketing relationships

included Major League Baseball, the National Football League, National

Basketball Association and the National Hockey League,



Coca-Cola was one of the official sponsors of the 1996 Cricket World

Cup held on the Indian subcontinent.



Market research

The company's marketing department again went out into the field, this

time armed with samples of the possible new drink for taste tests, surveys,

and focus groups.



The Beverage Industry in India

In India, beverages form an important part of the lives of people.

It is an industry, in which the players constantly innovate, in order to come up

with better products to gain more consumers and satisfy the existing

consumers.



Mission

It declare the purpose as a company and serve as the standard against which

weigh the action and decision

To fresh the world

To inspire moment of optimism and happiness

To create vale and make difference



Vision

to provide the people that work in the group, be it the owners or managers a

great place.

to work where people are inspired to be the best they can be and work with

quality brands .

Partners to maximize profit and productivity.



MANAGEMENT

Mr. Nirmal Singh Kandhari, Group Chairman has been a pioneer figure in

Indian soft drink industry.

Kandhari Group as a soft drink manufacturing giant with a number of

bottling units in Northern India

Mr. Jaspal Singh Kandhari, Managing Director, has been steering theGroup to new heights by redefining business strategy of the family

business.

Mr.Jaspal Kandhari is Mr. Nirmal Singh Kandhari¶s younger

brother.Mr.Varinder Pal Singh Kandhari, Executive Director looks after the

day to day operations of the group. He is the son of Mr. Nirmal Singh.



K ANDHAR I BEVER AGES PVT. LTD

Coca-Cola was the leading soft drink brand in India until 1977, when it left

rather than reveal its formula to the Government and reduce its equity stake

as required under the Foreign Regulation Act (FERA) which governed the

operations of foreign companies in India.

Coca-Cola re-entered the Indian market on 26th October 1993 after a gap

of 16 years, with its launch in Agra.

An agreement with the Parle Group gave the Company instant ownership

of the top soft drink brands of the nation , With access to 53 of Parle¶s

plants and a well set bottling network, an excellent base for rapid

introduction of the Company¶s International brands was formed.



The Coca-Cola Company acquired soft drink brands like Thumps Up,

Goldspot, Limca, Maaza, which were floated by Parle,

as these products had achieved a strong consumer base and formed a

strong brand image in Indian market during the re-entry of Coca-Cola in

1993. Thus these products became a part of range of products of the Coca-

Cola Company.



KANDHAR I GR OUP was established in 1967 by Late Mr. Teja Singh

Kandhari, is presently a progressive business house in India.

The group¶s first venture was a bottling unit as a franchisee of PARLE¶s

soft drink manufacturing ³ Gold Spot ´ under license from PARLEestablished at Amritsar in the north Indian state of Punjab.

Kandhari Beverages Ltd is among Coca-Cola India's top 4 franchisee

bottlers.



In 1993, the world renowned soft drink giant - Coca-Cola entered India and

bought over PARLE brand of soft drink products, being one of the star

bottlers of PARLE the Group switched to manufacturing, bottling &

marketing of Coke brand of soft drink products.



Organizational structure

Coca-Cola is made up of 7000 local employees

500 managers, over 60 manufacturing locations

27 Company Owned Bottling O perations (COBO)

17 Franchisee Owned Bottling O perations (FOBO)

a network of 29 Contract Packers that facilitate the manufacture process

of a range of products for the company.

It also has a supporting distribution network consisting of 700,000 retail

outlets

8000 distributors, Almost all goods and services required to cater tothe Indian market are made locally, with help of technology and skills

within the Company.



The Company has two mega Greenfield bottling plants for filling soft drinks

located at Village Nabipur, District Fatehagarh Sahib (Punjab) and

Village K atha, Baddi, District Solan (HP).



Manufacturing Process

Processing Production

Soft drink bottling or manufacturing involves five major processes, each

with its own safety issues that must be evaluated and controlled

1. Treating water.

2. Compounding ingredients

3. Carbonating product

4. Filling product

5. Packaging



Distribution System

The system adopted by the Chandigarh Bottling Company (CBC) to

distribute its products in the city is, direct on-spot delivery on on-spot

demand by the retail outlet.

The salesman hired by the company is accompanied by an assistant and a

Market Developer (MD).

Direct distribution: In direct distribution, the bottling unit or the bottler

partner has direct control over the activities of sales, delivery, and

merchandising and local account management at the store level.



Indirect distribution: In indirect distribution, an organization which is not

part of the Coca-Cola system has control on one or more of the distribution

elements (Sales, delivery, merchandising and local account management)

Merchandising: Merchandising means communication with the consumer

at the point of purchase to convey product benefit, value and Quality. Sales people and delivery personnel both have this responsibility.



Departments involved in the Distribution process

The Distribution process mainly consists of three departments

Distribution Department: It appoints distributors and establishes a

distribution network, processes approved sale orders and prepares invoices,

arranges logistics and ship products, co-ordinates with distributors for

collections and monitors distribution stocks and their set-up.

Finance Department: It checks credit limits and approves sales orders in

compliance with the credit policy followed by the firm, records collections

from distributors, periodically reconciles outstanding balances from

distributors, obtains balance confirmation from distributors and follows up

outstanding balances. Shipping or Warehousing Department:

It dispatches goods as per approved by order, ensures that stocks are

dispatched on a FIFO basis, ensures physical control over load out area and

updates warehouse stock records in a timely manner.



SWOT Analysis of KBL

Strengths

DISTR IBUTION NETWOR K : The Company has a strong and reliable

distribution network. The network is formed on the basis of the time of

consumption and the amount of sales yielded by a particular customer inone transaction. It has a distribution network consisting of a number of

efficient salesmen, 26,000 retail outlets.

The distribution fleet includes different modes of distribution, from

contracted transportation for goods carrying task of 10-tonne trucks toopen-bay three wheelers that can navigate through narrow alleyways of

Indian cities and trademarked three-wheelers.



STR ONG BR ANDS

The products produced and marketed by the Company have a strong

brand image. People all around the world recognize the brands marketed

by the Company. Strong brand names like

Sprite, Fanta, Limca, Thums Up , kinley , minute maid , appy , Maazaadd up to the brand name of the Coca-Cola Company as a whole. The red

and white Coca-Cola is one of the very few things that are recognized by

people all over the world. Coca-Cola has been named the world's top

brand for a fourth consecutive year in a survey by consultancy Inter

brand. It was estimated that the Coca-Cola brand was worth

$70.45billion.



LOW COST OF OPER ATIONS: The production, marketing and

distribution systems are very efficient due to forward planning and

maintenance of consistency of operations which minimizes wastage of

both time and resources leads to lowering of costs



Weaknesses

LOW EXPOR T LEVELS: The brands produced by the company are brands produced worldwide thereby making the export levels very low. Over thateven domestic demands are sometimes go unfulfilled.

In India, there exists a major controversy concerning pesticides and other

harmful chemicals in bottled products including Coca-Cola.

In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced bysoft drinks manufacturers in India, including multinational giants PepsiCoand Coca-Cola, contained toxins including (lindane, DDT, malathion and

chlorpyrifos) - pesticides that can contribute to cancer and a breakdown of the immune system.



MPOR T FR OM OTHER MANUFACTUR ER S: Import of few particular

packaging¶s from other manufacturers ads a cost to the business, like

importing of cans from Pune and water from Delhi etc.

But this problem will be soon removed with the establishment of new bottling line in Saha.



Opportunities

LAR GE DOMESTIC MAR K ETS: The domestic market for the products of the Company is very high as compared to any other soft drink manufacturer. Coca-Cola India claims a 58 per cent share of the softdrinks market;

includes a 42 per cent share of the cola market. Other products accountfor 16 per cent market share, chiefly led by Limca.

HIGHER INCOME AMONG PEOPLE: an increase in the per capitaincome thereby causing an increase in disposable income. Unlike olden

times, people now have the power of buying goods of their choicewithout having to worry much about the flow of their income.

The beverage industry can take advantage of such a situation and enhancetheir sales.



Threats

IMPOR TS : As India is developing at a fast pace, the per capita income has

increased over the years and a majority of the people are educated, the export

levels have gone high.

People understand trade to a large extent and the demand for foreign goods

has increased over the years. If consumers shift onto imported beverages

rather than have beverages manufactured within the country, it could pose a

threat to the Indian beverage industry as a whole in turn affecting the sales of

the Company.



LOWDOWN IN RUR AL DEMAND: The rural market may be alluring but itis not without its problems:

Low per capita disposable incomes that is half the urban disposable

income;

large number of daily wage earners,

acute dependence on the vagaries of the monsoon;

seasonal consumption linked to harvests and festivals and special

occasions;

poor roads;

power problems; and inaccessibility to conventional advertising media.

All these problems might lead to a slowdown in the demand for

the company¶s products.



Products and Packaging

Though the Coca-Cola Company owns the innovation of 3,300 drinks

including beverages, tea and coffee, fresh juices, packaged water andenergy drinks but, all of them are not dominant at every place, may be due

to cultural, geographic, demographic, production and demand limitations.



Coca-Cola returned to India in 1992 and over the past fourteen years has

enthralled consumers in India by connecting with passions of India- cricket,

movies, music and food. Coca-Cola has been very strongly associated with

cricket, sponsoring the world cup in 1996 and various other tournaments,including the Coca-Cola Cup in Sharjah in the late 90¶s.



Coca-Cola¶s advertising campaigns

Jo Chaho Ho Jaye and Life Ho To Aisi were very popular and had

entered the youth¶s vocabulary in 90¶s.

In 2002, Coca-Cola launched its iconic campaign ³Thanda Matlab Coca-

Cola´ which sky-rocketed the brand to make it India¶s favourite soft-drink brand.

In 2003, Coke was made available for just Rs.5 across the country and this

pricing initiative together with enhanced distribution ensured that all brands

in the portfolio grew exponentially



Coca-Cola had signed on various celebrities including movie stars such

as Karishma Kapoor, Cricketer such as Srinath, Sourav Ganguly,

southern celebrities like Vijay in the past and today, its brand

ambassador is Amir Khan.

Thums Up is a leading sparkling soft drink and most trusted brand inIndia. Originally introduced in 1977, Thums Up was acquired by The

Coca-Cola Company in 1993.



Today Sprite is perceived as a youth icon. Why? With a strong appeal to

the youth, Sprite has stood for straight forward and honest attitude. Its

clear crisp refreshing taste encourages the today¶s youth to trust their

instincts, influence them to be true to who they are and to obey their

thirst.

Internationally, Fanta the µorange¶ drink of The Coca-Cola Company, is

seen as one of the favourite drinks since 1940¶s.

Fanta entered Indian market in the year 1993.



Lime µn¶ Lemoni Limca can cast a tangy refreshing spell on anyone,

anywhere. Derived from µNimbu¶ +¶Jaisa¶ hence LimeSa, Limca has lived

up to its promise of refreshment and has been the original thirst choice of

millions of consumers for 3 decades.

Born in 1971, Limca has remained unchallenged as the No.1 SparklingDrink in the Cloudy lemon Segment



The success formula is the sharp fizz and lemoni bite combined with the

single minded proposition of the brand as the provider of ³Freshness´.

Limca¶s Freshness is like no other- µlime n lemoni¶ Limca refreshness,

reenergizes, rejunevates not just your body but also your emotions.The new

Limca campaign takes the first step towards taking the earlier ³water-like

freshness´ idea to sn emotional platform relevant for the young-adult, who

pursue success and achievement, but still want freshness to rejuvenate the

fun, energy, excitement and romance in their lives.

³Freshness of Emotions´ idea stemmed from the insight about our

consumer- the desire to rejuvenate her/his emotions which are constantly

being dulled in routine pursuit of success



Minute Maid- A 62 year success story. The history of the Minute Maid

brand goes as far as back as 1945 when the Florida Foods Corporation

developed orange juice powder. The company developed a process that

eliminates 80% of the water in orange juice, forming a frozen

concentrate that when reconstituted created orange juice.



Mango. It is a fruit associated with good times like no other. Aptly called

the king of fruits, mangoes are to mango lovers what romance is to a

Casanova. Now imagine this delicious fruit, bottled. This is what Maaza

all about. Introduced in the late 1970¶s, Maaza has today come o

symbolize the very spirit of mangoes. Universally loved for its taste,

colour,thickness and wholesome properties, Maaza is the mango lover¶s

first choice

Maaza¶s universal appeal was responsible for the brand being recognized

as a drink that provides µwholesome family fun¶. Even today people hum

the memorable lines-µtaaza mango, maaza mango¶ and µbotal main

aam maaza hai naam¶.



maaza has come a long way to stand as the ideal way to satisfy one¶s

craving for mangoes. Aptly framed, the line ³Maaza lao, aam ki pyaas

bujhao´ symbolizes the very essence of mangoes that has been captured

in a bottle. It provides consumers the most authentic experience of rich,

juicy mangoes to satisfy their thirst for mangoes- anytime, anywhere



Water, a thirst quencher that refreshes, a life giving force that washes

away all the toxins away. A ritual purifier that cleanses, purifies,

transforms. Water, the most basic need of life, the very substance of

life, a celebration of life itself. The importance of water can never be

understood. Particularly in a nation such as India where water governs

the lives of millions, be it as a part of everyday rituals or as the

monsoon which gives life to the sub-continent.



Kinley water understands the importance and value of this life giving

force. Kinley water thus promises water that is as pure as it is meant to be.

Water you can trust to be truly safe and pure.

Kinley water comes with the assurance of safety from the Coca-Cola

company.



Competitors to K BL

The competitors to the products of the company mainly lie in the non-

alcoholic beverage industry consisting of juices and soft drinks. The key

competitors in the industry are as follows



The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company

never ends for the World's, carbonated soft-drink maker.

The company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is

not the company's only beverage; PepsiCo sells Tropicana orange juice

brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices and Lipton ready-to-drink tea.

PepsiCo and Coca-Cola hold together, a market share of 95% out of which

60.8% is held by Coca-Cola and the rest belongs to Pepsi.



Survey



How do you feel the Coca-Cola products (products «.fanta ,minute maid«« ) compare with those of Pepsi Co. (Tropicana,Gatorade, etc...)?

Please pick the TWO options that apply, one regarding price and theother quality.

Coke products are better quality

Coke products are better priced

Pepsi products are better quality

Pepsi products are better priced



How often do you purchase Coca-Cola products?

Regularly,

very often

Frequently

Occasionally

Rarely



if Coca-Cola were to open its own chain of coffee shops such as

Starbucks, do you think they should connect it to their company

name?.

Yes

No



Would the addition of the name of Coca-Cola influence you in anymanner?

I would have health concerns

It would be too expensive

I don't want to associate my coffee shop with such a large company

I would be confident buying their products as it is a popular brand

Other ( ««««««««««««««««««)



What is your opinion of the entrance of Coca-Cola into the coffee industry? ??????

Coca-Cola should stick so sodas and juices

??????

Definitely not

How frequently do you purchase a product from a coffee shop?

Regularly

very often

Frequently

Occasionally

Rarely



How much do you spend on each visit?

50

100

150

200 or above

Are you aware that Starbucks is affiliated to Pepsi CO? If yes go to

the next question, if no skip it.

Yes

No



Do you feel you are getting what you paid for in regard to quality as well

as quantity? Please check the two options that apply

Yes - in term of quality

No - in terms of quality

Yes - in terms of quantity

No - in terms of quantity



How old are you?

16 and under

17-20

20-30

30-40

40 and over

Are you

Male

Female



How do you rate customer service at Starbucks?

Excellent

Good

Satisfactory

Below satisfactory

Bad

Do you feel Starbucks has a wide product range? How would you ratetheir product range?

Excellent

Good

Satisfactory

Below satisfactory



Other than coffee, what products would you like to have made available

at coffee shops? (consumers write down what products they'd like to

have made available) .

..



What method of advertising do you think would be the most effective for

Coca-Cola's coffee shops?

Billboards

Television ads

Magazine/Newspaper ads

Flyers

Radio

Through other Coca-Cola products ( on bottles, cans, etc...)

Through the promotion of other Coca-Cola products



With regard to the ambience, what qualities appeal to you about coffeeshops?

Small and cozy

Upper scale and fancy

Casual place where you can spend time with friends

Very social

Quiet atmosphere where you can work, read, etc...

European style (outdoor seating, etc...)

Other



Would you like for there to be entertainment at the coff ee shop?

If yes answer the following question, if no please skip to next question

Yes

No



What sort of entertainment would you like to have?

Live music (jazz nights, live bands, etc...)

Jukeboxes

Television

Reading nights

In store library (selection of books made available to read on location)

Comedy nights (stand up comedians, etc...)

Other



Do you think Coca-Cola should make its other beverages available at the

coffee shop?

Yes

No



For what reasons do you visit coffee shops?

Personal/alone time

To be with friends

Before or after work/college business meetings

with the family

to socialize

Other



In what locations do you think a coffee shop would be convenient?

In Common popular areas (malls, outlets etc...)

Near work or school

Near home

Near the park In less crowded locations

Other



How important are each of the following when choosing a coffee shop?

Please rank the options from 1 being the least important to 9 being the most.

Taste

Customer service

Health Convenience

Speed

Location

Atmosphere

Variety Price Rank values must be between 1 and 9



How likely are you to purchase products from Coca-Cola's coffee shops?

Extremely likely

Pretty likely

Pretty unlikely

Definitely not

What products are you most likely to purchase at coffee shops?

Coffee/Lattes/Cappuccinos

Tea

Hot chocolate

Confectionary items (cake, cookies, etc...)

Other



Do you believe that Coca-Cola coffee shops should market their own

merchandise, such as Starbuck's cups and coffee?

Yes

No



Focus group



Focus group

When the economy droops, managers use every affordable tool to assess

business risks and opportunities. The focus group is a favorite option. It's

cheap, quick, and easy²all you need is a moderator, eight bodies, a topic,

and a two-way mirror

"The focus group enables a small number of people to work together to

solve a specific type of problem. It is one of the most misused techniques

because it is easy to execute when done incorrectly,



Focus groups provide a single data point, not a statistically valid estimate

from a random sample of the target audience

Given those limitations, companies can use focus groups effectively in two

different ways:



1. To design other types of research. Focus groups can isolate issues that a

survey could later quantify.

For example, before Coca-Cola launched its ill-fated New Coke, a focus

group revealed that customers might react very negatively to a change in

the soft drink's formula.

It helps to guide the validation process.



2. To interpret the results of other research. GM's Hartley regularly

compiles quantitative ratings for new automobile designs by surveying

roughly forty people in the target demographic.

He follows up with a focus group of three people to understand, for

example, why all respondents gravitated toward automobile design A

instead of design B. Use focus groups not to draw conclusions, but to

understand the conclusions drawn.



f indings

In April 2007, in Canada, the name "Coca-Cola Classic" was changed back

to "Coca-Cola." The word "Classic" was truncated because "New Coke"

was no longer in production, eliminating the need to differentiate between

the two. The formula remained unchanged.

In January 2009, Coca-Cola stopped printing the word "Classic" on the

labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the

southeastern United States.

The change is part of a larger strategy to rejuvenate the product's image.

The word "Classic" was removed from all Coca-Cola products by 2011.



In November 2009, due to a dispute over wholesale prices of Coca-Cola

products, Costco stopped restocking its shelves with Coke and Diet

Coke, However, some Costco locations (like the ones in Tucson,

Arizona sell imported Coca Cola from Mexico.

Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on

September 22, 2011, the company announced price reductions, asking

retailers to sell eight-packs for $2.99. That same day, Coca-Cola

announced the 12.5-ounce bottle, to sell for 89 cents. A 16-ounce bottle

has sold well at 99 cents since being introduced, but the price was goingup to $1.19.



Production

Ingredients

Carbonated water

Sugar (sucrose or high-fructose corn syrup depending on country of origin)

Caff eine

Phosphoric acid

Caramel color (E150d)

Natural flavorings[33]

A can of Coke (12 fl ounces/355 ml) has 39 grams of carbohydrates

(all from sugar, approximately 10 teaspoons),[34] 50 mg of sodium,0 grams fat, 0 grams potassium, and 140 calories.[35]



Botteling

In 2007, Coca-Cola introduced an aluminum

can designed to look like the original glass

Coca-Cola bottles.



External environment

n 1915, the Coca-Cola Company launched a

competition among its bottle suppliers to

create a new bottle for their beverage that

would distinguish it from other beverage bottles, "a bottle which a person could

recognize even if they f elt it in the dark, and

so shaped that, even if broken, a person couldtell at a glance what it was."



Root and his subordinates decided to base the bottle's design on one of the

soda's two ingredients, the coca leaf or the kola nut, but were unaware of

what either ingredient looked like.



Coca leaf and kola nut



Porter five forces analysis

Porter's Five Forces is a framework for industry analysis and business

strategy development formed by Michael E. Porter of Harvard Business

School in 1979.

It draws upon Industrial Organization (IO) economics to derive five forces

that determine the competitive intensity and therefore attractiveness of a

market. Attractiveness in this context refers to the overall industry

profitability. An "unattractive" industry is one in which the combination of

these five forces acts to drive down overall profitability.



Porter referred to these forces as the micro environment, to contrast it

with the more general term macro environment. They consist of those

forces close to a company that affect its ability to serve its customers

and make a profit. A change in any of the forces normally, requires a

business unit to re-assess the marketplace given the overall change inindustry information



Porter¶s Five Forces

Assessing the Balance of Power in a Business Situation

Understanding the Tool

Supplier Power

Buyer Power

Competitive Rivalry

Threat of Substitution

Threat of New Entry

Using the Tool



Who has the upper hand, and why?

research work-coca cola

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