ORGANISATIONAL EVENT ANALYSIS FOR EXPERENTIAL LEARNING.

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• ORGANISATIONAL EVENT ANALYSIS FOR EXPERENTIAL
  LEARNING.
• PROJECT ON
• COCA-COLA

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Introduction

• Coca-Cola Company is the world's largest
  nonalcoholic beverage company.
• It offers a portfolio of world class quality
  sparkling and still beverages, starting with
  Coca-Cola and extending through over 400 soft
  drinks, juices, teas, coffees, waters, sports and
  energy drinks that refresh, hydrate, nourish,
  relax and energize.
• Within our more than 400 brands are nearly 2,400
  beverage products. Four of the world's top-five
  soft-drink brands are ours Coca-Cola, Diet
  Coke, Sprite and Fanta. Thums Up and Limca,
  which are formulated to appeal to local cultures
  and lifestyles.

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• With operations in more than 200 countries, we
  have a diverse workforce of approximately 55,000
  Company employees.
• Our family of beverages accounts for
  approximately 1.3 billion servings worldwide of
  the 50 billion beverage servings consumed every
  day-a figure that indicates both strength and
  growth opportunity of the company.
• The Company strives continuously to expand
  beverage offerings to meet consumers' evolving
  needs and tastes.

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History

• Coca-Cola was invented in May 1886 by Dr. John S.
  Pemberton in Atlanta, Georgia.
• The name 'Coca-Cola' was suggested by Dr.
  Pemberton's bookkeeper, Frank Robinson. He kept
  the name Coca-Cola in the flowing script that is
  famous today.

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• In 1891, Atlanta entrepreneur Asa G. Candler had
  acquired complete ownership of the Coca-Cola
  business, whose marketing tactics led Coke to its
  dominance of the world soft drink market
  throughout the 20th century. Within four years,
  his merchandising flair helped expand consumption
  of Coca-Cola to every state and territory.
• Under Robert W. Woodruff six decades of
  leadership , The Coca-Cola Company took the
  business to unrivaled heights of commercial
  success, making Coca-Cola an institution the
  world over.

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• The trademark "Coca-Cola" was registered with the
  U.S. Patent and Trademark Office in 1893,
  followed by "Coke" in 1945. The unique contour
  bottle, familiar to consumers everywhere, was
  granted registration as a trademark by the U.S.
  Patent and Trademark Office in 1977, an honor
  awarded very few packages.

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• Mission
• Everything we do is inspired by our enduring
  mission
• To Refresh the World... in body, mind, and
  spirit.
• To Inspire Moments of Optimism... through our
  brands and our actions.
• To Create Value and Make a Difference...
  everywhere we engage.

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• 
  
  Vision
• To achieve sustainable growth, we have
  established a vision with clear goals.
• 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
  peoples desires and needs.
• Partners Nurturing a winning network of partners
  and building mutual loyalty.
• Planet Being a responsible global citizen that
  makes a difference.

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• ValuesWe are guided by shared values
  that we will live by as a company and as
  individuals.
• Leadership "The courage to shape a better
  future"
• Passion "Committed in heart and mind"
• Integrity "Be real"
• Accountability "If it is to be, its up to me"
• Collaboration "Leverage collective genius"
• Innovation "Seek, imagine, create, delight"
• Quality "What we do, we do well"

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Manifesto For Growth (5 Ps)

• Manifesto represents the beginning of a journey
  which, will never end. It is a foundation upon
  which will build sustainable growth as each and
  every member of the Coca-Cola system recognizes
  and invests in companys rich long-term
  opportunities, while also accepting a renewed
  responsibility for meeting its short-term
  commitments.

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• People - Coke inspires to be a great work place,
  where people are inspired to be the best they can
  be.
• Profits - Coke maximizes return to shareholders
  while being mindful of overall responsibility.
• Portfolio - Coke brings the global marketplace
  beverage brands that anticipate satisfy peoples
  desire needs.
• Partners - Coke actively nurtures a winning
  network of beverage and bottling partners,
  building mutual loyalty.
• Planet - Coke acts as a responsible citizen,
  focus on environmental efforts making making a
  difference wherever they engage.

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BRANDS OF COCA COLA

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The Coca-Cola Global System

• Global business is organized into six geographic
  Operating Groups
• 1. Africa Group2. Pacific Group3. European
  Union Group4. Latin America Group5. Eurasia
  Group6. North America Group

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PRODUCTS DESCRIPTION

• The Rejuvenation division offers a range of
  drinks designed to improve how people feel
  physically and mentally. Products include
  ready-to-drink coffees, teas and herbal
  beverages.
• The Health Nutrition division produces a range
  of products to promote health and well being. In
  the US, its products encompass Minute Maid
  Premium 100 juices, Hi-C fruit drinks and Minute
  Maid Coolers.
• The Replenishment division offers a range of
  water products around the world. The division
  also produces a range of energy drinks, such as
  PowerAde.

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• Elsewhere in the world, the company has created
  other products designed to meet the needs of
  local consumers and communities. For example, in
  Chile, it developed Bibo (Kapo) because mothers
  wanted a healthy, noncarbonated drink for their
  children.

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Coca-Cola System - Production

• The Coca-Cola formula is The Coca-Cola Company's
  secret recipe for Coca-Cola. As a publicity
  marketing strategy started by David W. Woodruff,
  the company presents the formula as a closely
  held trade secret known only to a few employees.
• The actual production and distribution of
  Coca-Cola follows a franchising model. The
  Coca-Cola Company only produces a syrup
  concentrate, which it sells to various bottlers
  throughout the world who hold Coca-Cola
  franchises for one or more geographical areas.
  The bottlers produce the final drink by mixing
  the syrup with filtered water and sugar (or
  artificial sweeteners)and then carbonate it
  before filling it into cans and bottles, which
  the bottlers then sell and distribute to retail
  stores, vending machines, restaurants and food
  service distributors

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• The Coca-Cola Company and bottling partners are
  not one and the same from a legal or managerial
  perspective. The Company's business is focused on
  creating and marketing brands and trademarks,
  while Coca-Cola bottling companies produce and
  package the finished beverage products and then
  sell and distribute them to retail and wholesale
  customers.

• These bottling partners range from international
  and publicly traded businesses to small,
  family-owned operations. Their governance and
  management structures are separate from those of
  The Coca-Cola Company.

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• The companys bottling relationships can be
  divided into three types
• Bottlers in which coca cola company have invested
  and have a non-controlling ownership interest
• Independently owned bottlers in which the company
  have no ownership interest
• Bottlers in which the company have invested and
  have a controlling ownership interest

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The Coca-Cola Company owns minority shares in
some of its largest franchisees, like Coca-Cola
Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic
Bottling Company (CCHBC) and Coca-Cola FEMSA, but
fully independent bottlers produce almost half of
the volume sold in the world. Since independent
bottlers add sugar and sweeteners, the sweetness
of the drink differs in various parts of the
world, to cater for local tastes.
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• Suppliers
• Suppliers include those business partners who
  supply system with materials, including
  ingredients, packaging and machinery as well as
  goods and services. At a minimum, all authorized
  and direct suppliers must comply with all
  applicable laws and regulations, including those
  concerning child labor, forced labor, abuse of
  labor, freedom of association and collective
  bargaining, discrimination, wages and benefits,
  working hours and overtime, health and safety,
  and environmental practices.

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• Customers
• Customers include large, international chains
  of retailers and restaurants, as well as small,
  independent businesses. Some of our customers are
  major corporations as globally familiar as the
  name Coca-Cola others are the corner market or
  the local pushcart vendor.

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Departments of Coca Cola

• Every organization is made up of different
  departments, each of these departments help Coca
  Cola achieve their objectives. As Coca Cola is a
  large multinational company, the amounts of
  departments are huge. Each country has their own
  Head Office and departments. Coca Cola is
  geographically split into five geographic
  operating segments, also known as strategic
  business units (SBU's). The five SBU's are North
  America, Africa, Asia, Europe, Eurasia and Middle
  East and finally Latin America. If all these
  departments perform in the correct way then that
  will continue the success of Coca Cola.

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Coke In India

• 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
  Exchange Regulation Act (FERA) which governed the
  operations of foreign companies in India 
• After a 16-years absence, Coca-Cola returned to
  India in 1993
• Coca-Cola India started business, including new
  production facilities, wastewater treatment
  plants, distribution systems and marketing
  equipment.
• Coca-Cola system has invested more than US 1
  billion in India
• Coca-Cola is one of the country's top
  international investors 

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• It employs approximately 6,000 people, and
  indirectly creates employment for more than
  125,000 people in related industries through vast
  procurement, supply and distribution system
• The Coca-Cola system in India comprises 27
  wholly-owned company-owned bottling operations
  and another 17 franchisee-owned bottling
  operations
• The complexity of the Indian market is reflected
  in the distribution fleet, which includes
  10-tonne trucks, open-bay three-wheelers that can
  navigate the narrow alleyways of Indian cities,
  and trademarked tricycles and pushcarts.
•  Coca-Cola serves in India some of the most
  recalled brands across the world, which include
  names such as Coca-Cola, Diet Coke, Sprite,
  Fanta, along with the Schweppes product range.
• In 2002, Coca-Cola India (CCI) launched a new
  advertisement campaign featuring leading
  bollywood actor - Aamir Khan. The advertisement
  with the tag line - 'Thanda Matlab Coca-Cola '
  was targeted at rural and semi-urban consumers.

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Rural marketing strategy

• CCI's rural marketing strategy was based on three
  A's - Availability, Affordability and
  Acceptability.
• The company opted for a hub and spoke
  distribution system to market in rural areas.(
  stock was transported from the bottling plants to
  hubs and then from hubs, the stock was
  transported to spokes which were situated in
  small towns.)
• Large trucks for transporting stock from bottling
  plants to hubs and medium commercial vehicles
  transported the stock from the hubs to
  spokes.stock from spokes to village retailers the
  company utilized auto rickshaws and cycles.
• It made an investment of Rs 7 million to meet
  rural demand .
•  Through its rural distribution initiatives, CCI
  was able to increase its presence in rural areas
  from a coverage of 81,383 villages in 2001 to
  1,58,342 villages in August 2003

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Market Analysis

• Porter's generic competitive strategies
• Cost leadership
• Differentiation
• Cost focus
• Differentiation focus
• S.W.O.T.
• Strength
• Weakness
• Opportunity
• Threats

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• SWOT ANALYSIS
• STRENGTHS Strong brand name Co-operate
  identity Global distribution Innovation
• WEAKNESSES Does not enjoy the number one
  position in India. Advertising was not
  clear and was misunderstood in India

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• OPPURTUNITIES Possible growing demand
  Expansion Reaching all segments
• Glocalisation
• Catering to Health Conciouness of People
• THREATS Competition-Pepsi
• Health Drinks Fruit Juice Companies

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Suggestion To Stay ahead Of Competition

•     The three main ways are through innovation,
  relations or reputation.  
• First of all innovation can be used. This may
  certainly give coca cola competitive advantage
  because it introduces a new product, which many
  people will want to try
• People will like to purchase the commodity even
  though price is high because no substitutes are
  available. It may also give coca cola brand
  loyalty which means customers will stay loyal to
  them no matter what happens. 

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• Many of coca colas plastic bottles are recycled
  and as a result less resources are lost and costs
  decrease. This makes profits increase.
• It attracts a new market segment
• This will mean they will have a higher revenue
  increasing long term profitability.

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•  Another factor is marketing. This is a very
  important factor for coca cola. In order for the
  company to maintain its strong market position,
  Coca Cola needs to continuously strengthen its
  brand to maintain brand loyalty and positive
  responses and differentiate itself from its
  competitors
•  If coca cola used strong marketing it may raise
  barriers to entry, thus decreasing the threat of
  new entrants to the industry. 
• Coca Cola's brand represents quality, taste and
  excitement to the market, qualities that remain
  unmatched by the company's competitors, thus
  severely reducing any threat of being
  substituted.

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• The message that is conveyed through Coco Cola's
  advertisements implies that no matter what
  personality or what ever kind of lifestyle
  someone has drinking cola boosts their confidence
  as well as allowing them to get pleasure from
  every day activities that are considered as being
  dull. 
•  This gives a bright, bubbly, lot of energy,
  loving and not to mention lively atmosphere. The
  white meaning a loyal, pure and trustworthy
  company