1. Presented by:
Pranav Khajuria
Prasanna Athale
Rahul Khandelwal
Rahul Rai
Rashmi Vatyani
Rishabh Khanna

2. The Coca-Cola Company, American corporation founded in 1892.
Frank Robinson, chose the name for the drink and penned it in the flowing script
that became the Coca-Cola trademark.
 In 1899 the Coca-Cola Company signed its first agreement with an independent
bottling company.
In 1978 Coca-Cola became the only company allowed to sell cold packaged
beverages in the People’s Republic of China.
 The company began selling products in India in 1993.

4. Industry
Rivalry
Threat of Entry
Bargaining
power of
suppliers
Threat of
substitues
Bargaining
power of
buyers
Porter’s FIVE force model

5. RIVALRY
• Degree of differentiation
• Fixed Storage cost
• Strategic Stake
Buyers
• Fast food fountain
• Vending machines
• Food stores
Suppliers
• Importance of buyer industry to supplier
• Availability of substitutes
• Threat of forward integration
Threat of Substitutes
• Switching cost
• Aggressiveness of substitute products
• Perceived price/ value
Threat of New Entrants
• Customer loyalty/ Brand image
• Fear of Retaliation
• Bottling Network

6. MICRO-ENVIRONMENTAL
FACTOR S EFFECT ON
COCA - COLA

7. 1. Marketing Department
• The Coca Cola marketing department develops core strategies for
company brands to ensure that all communication is consistent in
every market.
• The Coca-Cola system maximizes its resources for market leadership
and profitable growth.

8. 2. Marketing Intermediaries
• Marketing intermediaries help the company to promote, sell and
distribute its goods to the end users.
• Intermediaries include resellers, distribution firms and marketing
agencies
• For example : Recently Coke signed ten years deal with US based
company Wendy that it will provide coke to all the fast food chains
located in US. Wendy in this case is a big example of intermediary for
coke

9. 3. Suppliers
• Suppliers always play an important role in any company’s operation.
• Suppliers provide resources and raw material that company requires
to produce the goods and services.
• For example : Bottling Partners are a Company-owned entity namely,
Hindustan Coca Cola Beverages Ltd.

10. 4. Customer
• Recent survey shows that coke is the only product in the world with
which more than 85% of the population is well aware of.
• All the companies have to keep updated study of their customers and
in case of coke the company has always maintained excellent
customer retention.
• From kids to youngsters, from youngsters to elders and from elders
to older, coke has always captured high customer attention from
decades.

11. 5. Stakeholders Panel
• The Panel’s scope is to identify emerging risks and opportunities, and
to encourage us to demonstrate ever-greater leadership and
innovation.
• Coca Cola’s annual Stakeholder Panel is particularly insightful, with
members of the Panel drawn from NGOs, academia, investors, trade
associations, suppliers and other technical experts.

13. • Perceived customer value is a marketing and branding related concept that points
out that success of a product is largely based on whether customers believe it can
satisfy their needs.
• A company develops its brand and markets its products, customers ultimately
determine how to interpret and react to marketing messages.
Traditional CPV = Benefit/Cost

16. MACRO-ENVIRONMENTAL
FACTOR S EFFECT ON
COCA - COLA

17.  The political forces that affect Coca Cola are mostly different rules and regulations the
company needs to follow in order to not break the law.
 Coca Cola are monitored by more than 200 governments and health authorities which also
includes Muslim countries where Coca Cola need to include a Halal stamp on their product.
 Inflation increases cost of production.
 Coca Cola have to face the uncontrollable problem of increasing their pricing.
 With price increase they risk losing customers who cannot afford their products because it is
a desired product not a necessity.
 The rapidly growing population today has meant that more and more companies can
increase their market share and have more business.
 As different cultures grow Coca Cola grows with them.

18.  Coca Cola are breaking into other markets with the help of technology.
 Coca Cola and Spotify have created a service which provides customers with music and
helps them connect with others around the world that love the same type of music.
o Coca Cola are responding to different natural forces is by trying a more environmentally
friendly packaging.
o A new ‘Plant Bottle’ packaging which will bring them one step closer in creating a
completely petroleum free bottle.
• There mare several laws and they vary from country to country and market to market.
• Coca Cola has faced a tussle with law in several areas including the quality and
composition of its products to labor practices.