Description
History Standing in business environment
Supervised by : Dr. Ezz El Arab El Awoor
Student Work : Walid El Shawwa
History
Standing in business environment
Brands of coca cola
Mission
Vision
Values
Income Statement
Balance Sheet and Cash Flow
Workforce
rgani!ation Chart
Value Chain "nalysis
SW# "nalysis
Marketing Mi$
%roduct Success and &ro'
(ew %roduct
&egree of )isk
#he way to Success
Income Statement *+,-,.+,--/
Balance Sheet and Cash Flow *+,-,.+,--/
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 onto!r bottle
19"0s … Bottling o#erta$es fo!ntain sales
19"0s and %0s … International e&pansion
1940s … 'ost-war growth
19(0s … 'a$aging inno#ations
19)0s … *ew brands introd!ed
19+0s and 80s … ,onsolidation to ser#e !stomers
1990s … *ew and growing mar$ets
an!ing" #e own $ of the world%s top & nonalcoholic an!ing" #e own $ of the world%s top & nonalcoholic
spar!ling beverage brands spar!ling beverage brands
'ssociates" (),&)) worldwide 'ssociates" (),&)) worldwide
*perational each" +)) countries *perational each" +)) countries
Consumer ,ervings -per day." 1.& billion Consumer ,ervings -per day." 1.& billion
/everage 0ariety" more than +,8)) products /everage 0ariety" more than +,8)) products
Energy Drinks
Juices/Juice Drinks
Soft Drinks
-ports .rin$s
Tea and Coffee
Water
Other Drinks
*ur mission declares our purpose as a company. 1t serves
as the standard against which we weigh our actions and
decisions .
- 2o refresh the world in body, mind and spirit .
- 2o inspire moments of optimism through our brands and
our actions .
- 2o create value and ma!e a difference everywhere we
engage .
*ur vision guides every aspect of our business by describing what
we need to accomplish in order to continue achieving sustainable
growth .
'eople" /eing a great place to wor! where people are inspired to
be the best they can be .
'ortfolio" /ringing to the world a portfolio of 3uality beverage
brands that anticipate and satisfy people%s desires and needs .
'artners" 4urturing a winning networ! of customers and
suppliers, together we create mutual, enduring value .
'lanet" /eing a responsible citi5en that ma!es a difference by
helping build and support sustainable communities .
'rofit" 6a7imi5ing 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 by8 the values being "
/0A.0R-1I'2 2he courage to shape a better future
'A--I3*2 Committed in heart and mind
I*T04RIT52 /e real
A,,36*TABI/IT52 1f it is to be, it9s up to me
,3//AB3RATI3*2 :everage collective genius
I**37ATI3*2 ,ee!, imagine, create, delight
86A/IT52 #hat we do, we do well
COCA COLA - RATIO ANALYSIS
2006 2005 2004
$ Percent $ Percent $
Income Statement * in millions / * in millions / * in millions /
)evenue +01,22 -,,3,4 +51-,0 -,,3,4 +-167+
Cost of 8oods Sold 21-70 55364 21-69 59394
Interest :$'ense ++, ,364 +0, -3,4
#a$ :$'ense -1062 73+4 -12-2 ;364
Income from 'erations 91,2, +-3-4 012;+ +-3-4 0120;
(et Income 91,2, +-3-4 012;+ +-3-4
6';" ,howing #or!force
CEO
%resident
Bottling
Invest<
Su''ly
Chain
CF %resident
Strategy
%resident 8eneral
Counsel
&irector
Human
)esources
&irector
%ublic
"ffairs<
Commun
.cation
%resident
of "frican
8rou'
%resident
:uro'ean
=nion
Market
%resident
of :urasia
8rou'
%resident
>atin
"merica
8rou'
%resident
of %acific
8rou'
,?;;:1E C*,2, ;*@?C21*4, C*,2,
@1,21/?21*4 C*,2,
aw 6aterials
Auel
Energy
2ransportation
2ruc! @rivers
2ruc! 6aintenance
Component ;arts
1nspection
,toring
#arehouse
1nventory ,ystem
eceiving
;lant :ayout
6aintenance
;lant
cation
Computer
B@
Cost 'ccounting
ading
,hipping
/udgeting
;ersonnel
1nternet
2ruc!ing
ailroads
Auel
6aintenance
,':E, B 6'CE214D C*,2,
,alespersons
#ebsite
1nternet
;ublicity
;romotion
'dvertising
2ransportation
Aood anddging
;ostage
;hone
1nternet
#arranty
C?,2*6E ,E01CE C*,2,
6'4'DE6E42 C*,2,
Euman esources
'dministration
Employee /enefits
:abor elations
6anagers
Employees
Ainance and :egal
-TR0*4T1-
- /rand e3uityFimage B recognition
- ;roduct distribution and worldwide networ!
- ,olid financial performance
- *ne of the world%s most recogni5ed brand .
- ;roduct diversification -water, Guices, soft drin!s,
sport drin!s, etc.
- Co-operate identity .
- 1nnovation
90A:*0--0-
- Credit rating
- Customer concentration, particularly in the ?, -#al-6art
accounts for more than 1)H of Coca Cola%s business in the ?,.
- ' lot of loyal ;epsi customers are not enough loyal Coca Cola
customers
- @oes not enGoy the number one position in 1ndia, ;a!istan .
3''3RT6*ITI0-
- ;ossible growing demand .
- E7pansion I eaching all segments .
- Dlobali5ation
- Catering to Eealth Consciousness of ;eople
- /ottled water growth
- 'c3uisitions of smaller players .
T1R0AT-
- Eealth @rin!s I Aruit Juice Companies
- Cey competitors -;epsi, etc.
- Commodity prices growth
- 1mage perception in certain parts of the world .
- ,maller, more nimble operatorsFplayers
'rod!t 2he Coca-Cola Company%s products include beverage
concentrates and syrups. 2he business has over K)) brands of
beverages around the world. Coca-Cola is the most well !nown
trademar!
'rie
Competition-based pricing2 Coca-Cola products are above or e3ual to its
competitors% prices .
Discount price2 Coca-Cola products are often mar!ed down during sale
periods and special occasions .
6ar!eting mi7
'romotion
Advertising: 2here are many television advertisements on
Coca-Cola products .
2he company also uses the radio as another source of
advertisement .
Personal selling: Coca-Cola Company has a highly trained
sales team
Publicity: 1n +))K, 0anilla Co!e was released to the media as
a news outlining. 2his helped 2he Coca-Cola Company to
strengthen the image of the business%s products .
'laement
Indirect distribution: 2he Coca-Cola Company uses
intermediaries in its distribution. 2he company does not
sell its products directly to its consumers .
Intensive distribution :
etail outlets
,mall shops
estaurants
;etrol stations
4ewsagents
,chools
,ports
Entertainment venues
Coca-Cola Lero® has been one of the most successful product
launch hes in Coca Cola9s history. 1n +))=, Coca Cola9s sold nearly
$&) million cases globally. ;ut into perspective, that%s roughly the
same si5e as Coca Cola9s total business in the ;hilippines, one of
our top 1& mar!ets. 's of ,eptember +))8, Coca-Cola Lero is
available in more than 1)) countries .
(ew drink to drink derived from a famous >ebanese miss
*?ule'/ and com'onents of the drink are the raisins1 sugar1 lemon
and caramel3
I believe that this 'roduct would have chosen work by the
'roducer of Coca.Cola Com'any will be successful will find
great success and very 'o'ular in the "rab world and >ebanon in
'articular and to submit it to the world to know the taste of drink
*?ule'/ is a new drink and the dissemination of modern "rab
world
&egree of risk
High degree of risk for the entire world as it is likely that the 'roduct fails
for several reasons@
-. Went to the Coca.Cola Auote drink non."rab world have been known to
cause non."rab consumer reluctance to buy the 'roduct 3
+. #aste of the 'roduct may not be likable to non."rabs or non.familiar
Some "rab countries do not know anything about the 'roduct may cause a
loss of 'roduct 3
5. #he use of raisins in soft drinks may affect the taste of Coca.Cola 3
0. #he name of the 'roduct must be attractive to all the worldBs relationshi'
with "rab countries1 in 'articular 3
9. %ublicity for the 'roduct design must be tailored to the nature of an
original :nglish 'roduct
- . I believe in order to ensure the success of the 'roduct must test the market and this is
through 'ublicity of the 'roduct in all countries of the world 3
+. Must be 'romotion by the sus'ense element of the consumer 3
5. Interest in 'roduct name 3
0. "ttention to the 'ackaging 3
9. Must be an accurate test of the 'roduct where it is still the 'roduct to s'ecific
markets to feel the 'ulse of the market and a limited 'eriod after that 'eriod will be
determining the success or failure of the 'roduct 3
7. Control of consumer demand in all countries of the world to see the success of
'ro'aganda and the willingness of consumers to know to receive the 'roduct in the
market for consum'tion 3
doc_564674181.ppt
History Standing in business environment
Supervised by : Dr. Ezz El Arab El Awoor
Student Work : Walid El Shawwa
History
Standing in business environment
Brands of coca cola
Mission
Vision
Values
Income Statement
Balance Sheet and Cash Flow
Workforce
rgani!ation Chart
Value Chain "nalysis
SW# "nalysis
Marketing Mi$
%roduct Success and &ro'
(ew %roduct
&egree of )isk
#he way to Success
Income Statement *+,-,.+,--/
Balance Sheet and Cash Flow *+,-,.+,--/
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 onto!r bottle
19"0s … Bottling o#erta$es fo!ntain sales
19"0s and %0s … International e&pansion
1940s … 'ost-war growth
19(0s … 'a$aging inno#ations
19)0s … *ew brands introd!ed
19+0s and 80s … ,onsolidation to ser#e !stomers
1990s … *ew and growing mar$ets
an!ing" #e own $ of the world%s top & nonalcoholic an!ing" #e own $ of the world%s top & nonalcoholic
spar!ling beverage brands spar!ling beverage brands
'ssociates" (),&)) worldwide 'ssociates" (),&)) worldwide
*perational each" +)) countries *perational each" +)) countries
Consumer ,ervings -per day." 1.& billion Consumer ,ervings -per day." 1.& billion
/everage 0ariety" more than +,8)) products /everage 0ariety" more than +,8)) products
Energy Drinks
Juices/Juice Drinks
Soft Drinks
-ports .rin$s
Tea and Coffee
Water
Other Drinks
*ur mission declares our purpose as a company. 1t serves
as the standard against which we weigh our actions and
decisions .
- 2o refresh the world in body, mind and spirit .
- 2o inspire moments of optimism through our brands and
our actions .
- 2o create value and ma!e a difference everywhere we
engage .
*ur vision guides every aspect of our business by describing what
we need to accomplish in order to continue achieving sustainable
growth .
'eople" /eing a great place to wor! where people are inspired to
be the best they can be .
'ortfolio" /ringing to the world a portfolio of 3uality beverage
brands that anticipate and satisfy people%s desires and needs .
'artners" 4urturing a winning networ! of customers and
suppliers, together we create mutual, enduring value .
'lanet" /eing a responsible citi5en that ma!es a difference by
helping build and support sustainable communities .
'rofit" 6a7imi5ing 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 by8 the values being "
/0A.0R-1I'2 2he courage to shape a better future
'A--I3*2 Committed in heart and mind
I*T04RIT52 /e real
A,,36*TABI/IT52 1f it is to be, it9s up to me
,3//AB3RATI3*2 :everage collective genius
I**37ATI3*2 ,ee!, imagine, create, delight
86A/IT52 #hat we do, we do well
COCA COLA - RATIO ANALYSIS
2006 2005 2004
$ Percent $ Percent $
Income Statement * in millions / * in millions / * in millions /
)evenue +01,22 -,,3,4 +51-,0 -,,3,4 +-167+
Cost of 8oods Sold 21-70 55364 21-69 59394
Interest :$'ense ++, ,364 +0, -3,4
#a$ :$'ense -1062 73+4 -12-2 ;364
Income from 'erations 91,2, +-3-4 012;+ +-3-4 0120;
(et Income 91,2, +-3-4 012;+ +-3-4
6';" ,howing #or!force
CEO
%resident
Bottling
Invest<
Su''ly
Chain
CF %resident
Strategy
%resident 8eneral
Counsel
&irector
Human
)esources
&irector
%ublic
"ffairs<
Commun
.cation
%resident
of "frican
8rou'
%resident
:uro'ean
=nion
Market
%resident
of :urasia
8rou'
%resident
>atin
"merica
8rou'
%resident
of %acific
8rou'
,?;;:1E C*,2, ;*@?C21*4, C*,2,
@1,21/?21*4 C*,2,
aw 6aterials
Auel
Energy
2ransportation
2ruc! @rivers
2ruc! 6aintenance
Component ;arts
1nspection
,toring
#arehouse
1nventory ,ystem
eceiving
;lant :ayout
6aintenance
;lant
cationComputer
B@
Cost 'ccounting
ading,hipping
/udgeting
;ersonnel
1nternet
2ruc!ing
ailroads
Auel
6aintenance
,':E, B 6'CE214D C*,2,
,alespersons
#ebsite
1nternet
;ublicity
;romotion
'dvertising
2ransportation
Aood and
dging;ostage
;hone
1nternet
#arranty
C?,2*6E ,E01CE C*,2,
6'4'DE6E42 C*,2,
Euman esources
'dministration
Employee /enefits
:abor elations
6anagers
Employees
Ainance and :egal
-TR0*4T1-
- /rand e3uityFimage B recognition
- ;roduct distribution and worldwide networ!
- ,olid financial performance
- *ne of the world%s most recogni5ed brand .
- ;roduct diversification -water, Guices, soft drin!s,
sport drin!s, etc.
- Co-operate identity .
- 1nnovation
90A:*0--0-
- Credit rating
- Customer concentration, particularly in the ?, -#al-6art
accounts for more than 1)H of Coca Cola%s business in the ?,.
- ' lot of loyal ;epsi customers are not enough loyal Coca Cola
customers
- @oes not enGoy the number one position in 1ndia, ;a!istan .
3''3RT6*ITI0-
- ;ossible growing demand .
- E7pansion I eaching all segments .
- Dlobali5ation
- Catering to Eealth Consciousness of ;eople
- /ottled water growth
- 'c3uisitions of smaller players .
T1R0AT-
- Eealth @rin!s I Aruit Juice Companies
- Cey competitors -;epsi, etc.
- Commodity prices growth
- 1mage perception in certain parts of the world .
- ,maller, more nimble operatorsFplayers
'rod!t 2he Coca-Cola Company%s products include beverage
concentrates and syrups. 2he business has over K)) brands of
beverages around the world. Coca-Cola is the most well !nown
trademar!
'rie
Competition-based pricing2 Coca-Cola products are above or e3ual to its
competitors% prices .
Discount price2 Coca-Cola products are often mar!ed down during sale
periods and special occasions .
6ar!eting mi7
'romotion
Advertising: 2here are many television advertisements on
Coca-Cola products .
2he company also uses the radio as another source of
advertisement .
Personal selling: Coca-Cola Company has a highly trained
sales team
Publicity: 1n +))K, 0anilla Co!e was released to the media as
a news outlining. 2his helped 2he Coca-Cola Company to
strengthen the image of the business%s products .
'laement
Indirect distribution: 2he Coca-Cola Company uses
intermediaries in its distribution. 2he company does not
sell its products directly to its consumers .
Intensive distribution :
etail outlets
,mall shops
estaurants
;etrol stations
4ewsagents
,chools
,ports
Entertainment venues
Coca-Cola Lero® has been one of the most successful product
launch hes in Coca Cola9s history. 1n +))=, Coca Cola9s sold nearly
$&) million cases globally. ;ut into perspective, that%s roughly the
same si5e as Coca Cola9s total business in the ;hilippines, one of
our top 1& mar!ets. 's of ,eptember +))8, Coca-Cola Lero is
available in more than 1)) countries .
(ew drink to drink derived from a famous >ebanese miss
*?ule'/ and com'onents of the drink are the raisins1 sugar1 lemon
and caramel3
I believe that this 'roduct would have chosen work by the
'roducer of Coca.Cola Com'any will be successful will find
great success and very 'o'ular in the "rab world and >ebanon in
'articular and to submit it to the world to know the taste of drink
*?ule'/ is a new drink and the dissemination of modern "rab
world
&egree of risk
High degree of risk for the entire world as it is likely that the 'roduct fails
for several reasons@
-. Went to the Coca.Cola Auote drink non."rab world have been known to
cause non."rab consumer reluctance to buy the 'roduct 3
+. #aste of the 'roduct may not be likable to non."rabs or non.familiar
Some "rab countries do not know anything about the 'roduct may cause a
loss of 'roduct 3
5. #he use of raisins in soft drinks may affect the taste of Coca.Cola 3
0. #he name of the 'roduct must be attractive to all the worldBs relationshi'
with "rab countries1 in 'articular 3
9. %ublicity for the 'roduct design must be tailored to the nature of an
original :nglish 'roduct
- . I believe in order to ensure the success of the 'roduct must test the market and this is
through 'ublicity of the 'roduct in all countries of the world 3
+. Must be 'romotion by the sus'ense element of the consumer 3
5. Interest in 'roduct name 3
0. "ttention to the 'ackaging 3
9. Must be an accurate test of the 'roduct where it is still the 'roduct to s'ecific
markets to feel the 'ulse of the market and a limited 'eriod after that 'eriod will be
determining the success or failure of the 'roduct 3
7. Control of consumer demand in all countries of the world to see the success of
'ro'aganda and the willingness of consumers to know to receive the 'roduct in the
market for consum'tion 3
doc_564674181.ppt