Profile of COCA COLA:

Coca-Cola was invented in 1886 by John Pemberton, an

Atlanta, Georgia, and pharmacist. Pemberton was
actually trying to concoct a headache remedy, but once
he mixed his special syrup with carbonated water, and
a few customers tasted the result, he realized that he
had the makings of a popular soda fountain
beverage. The name Coca-Cola was coined by
Pemberton's bookkeeper, Frank Robinson,
who also wrote out the new name in the
expressive script that has become Coca Cola's
signature logo.
The name Coke appeared in popular usage as
a short form of Coca-Cola just before World War I but
was often applied as a generic term to any cola drink
(and used by Coca-Cola's competitors, including the
now long-defunct koke Company) until 1940, when the
U.S. Supreme Court ruled that the name Coke rightfully
belongs to the Coca-Cola Company. Now CocaCola have 44% market share around the globe.

Ingredients of coke

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

Caffeine

Phosphoric acid

Caramel colour (E150d)

Natural flavourings
A can of Coke (12 fl ounces/355 ml) has 39 grams of
carbohydrates (all from sugar, approximately 10
teaspoons), 50 mg of sodium, 0 grams fat, 0 grams
potassium, and 140 calories.

Brand Portfolio

This is a list of variants of Coca-Cola introduced around

the world. In addition to the caffeine-free version of the
original, additional fruit flavors have been included over
the years. Not included here are versions of Diet
Coke and Coca-Cola Zero; variant versions of those nocalorie colas can be found at their respective articles .

NAME

LAUNCHE

DISCOUNT

ED

NOTES

IMAG
ES

Coca-Cola

1886

The original version of CocaCola.

CaffeineFree CocaCola

1983

The caffeine free version of

Coca-Cola

Coca-Cola
Cherry

1985

New
Coke/"Coc
a-Cola II"

1985

Was available in Canada

starting in 1996. Called
"Cherry Coca-Cola (Cherry
Coke)" in North America until
2006.
2002

Was still available

in Yap and American Samoa[
Available in:

Coca-Cola
with
Lemon

2001

2005

Coca-Cola
Vanilla

2002;
2007

2005;

Coca-Cola
with Lime

2005

Australia, American Samoa,

Austria, Belgium, Brazil,
China, Denmark, Federation,
Finland, France, Germany,
Hong Kong, Iceland, Korea,
Luxembourg, Macau,
Malaysia, Mongolia,
Netherlands, New Caledonia,
New Zealand, Reunion,
Singapore, Spain,
Switzerland, Taiwan, Tunisia,
United Kingdom, United
States, and West Bank-Gaza
Available in: Austria,
Australia, China, Finland,
Germany, Hong Kong, New
Zealand, Malaysia, Sweden,
United Kingdom and United
States. It was reintroduced
in June 2007 by popular
demand.
Available in Belgium,
Netherlands, Singapore,
Canada, the United

Kingdom, and the United

States.
Coca-Cola
Raspberry

June 2005

End of 2005

Was only available in New

Zealand. Currently available
in the United States in
Coca fountain since 2009.

Coca-Cola
Black
Cherry
Vanilla

2006

Middle of
2007

Was replaced by Vanilla Coke

in June 2007

Beginning of
2008

Only available in the United

States, France, Canada,
Czech Republic, Bosnia and
Herzegovina, Bulgaria and
Lithuania

Coca-Cola
Blck

Coca-Cola
Citra

Coca-Cola
Orange

2006

2006

Only available in Bosnia and

Herzegovina, New Zealand
and Japan.

2007

Was available in the United

Kingdom and Gibraltar for a
limited time. In Germany,
Austria and Switzerland it's
sold under the label Mezzo
Mix. Currently available
in Coca-Cola
Freestyle fountain outlets in
the United States since
2009.

Our 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.

 Productivity: Be a highly effective, lean and fastmoving organization.

Analysis of Vision Statements:

1. Foresight:
According to the vision statement of the company coca cola
want to maximize the profit of shareholders and partners. They
want to diversify their portfolio and create differentiation
globally.
Company aims to attract, develop and retain the necessary
talent for our business to succeed today and in the future by:
helping employees to develop professionally and personally
protecting and promoting their health, safety and well-being
embracing diversity in our workforce
engaging with employees openly and honestly
respecting human rights
recognizing and rewarding performance.
Evidence:
Coca cola built a strong momentum to meet or exceed their
long term growth strategies .They increase sparkling volume 4
percent and still volume 8 percent and growth of coca cola
volume. Coca cola are constantly expanding the range of
brands and flavours offered to our customers and consumers
across growing non-alcoholic beverage categories, in response
to new preferences and tastes. In broadening their product
portfolio of brands, they are offering our consumers more
choices than ever. Coca-Cola currently offers more than 500
brands in over 200 countries or territories and serves over 1.7
billion servings each day.

Ranging from small family-owned businesses to large

international publicly traded companies, our bottlers produce,
package, distribute and merchandise our products worldwide.
Made up of grocery stores, restaurants and mass merchandise
among others our customers sell our products to consumers in
local communities around the globe.

2. Breadth:
Coca cola diversify portfolio in beverages brands by considering
the need of their customers to expand its business.
Evidence:
With a portfolio of more than 3,500 beverages, from diet and
regular sparkling beverages to still beverages such as 100
percent fruit juices and fruit drinks, waters, sports and energy
drinks, teas and coffees, and milk-and soy-based beverages,
our variety spans the globe.

3. Uniqueness:
There diversification of portfolio and expansion of their
business globally make them unique. Coca cola has expanded
his business further all around the world by introduction of new
beverages.
Evidence:
A sparkling beverage found in North and South America, and
Samurai, energy drink available in Asia; to Vita, an African juice
drink, and Bon Aqua, water found on four continents, our
product variety spans the globe.

4. Consensus
There comes some consensus in the organization related to the
training of lower class. There is a Lack of interaction between
lower level employees and management.
Power advertising policy regarding other products
High production cost.
In solution to these problems
company
arrange
training
programs for lower staff.
Upper management should
have interaction with lower
management.
Equal
advertisement
of
products
Centralization of their production and distribution units
5. Action ability
In order to achieve goal, company created value for our
constraint we serve including our consumers, our customers,
our bottlers, and our communities. There are nearly 6 million
people in the world who are potential consumers of coca cola
Companys product. Ultimately, company success in achieving
their vision depends on their ability to satisfy more of their
beverage consumption demands and their ability to add value
for customers. They achieve this by placing the right products
in the right markets at the right time.

Our Mission
Our Roadmap starts with our mission, which is
enduring. It declares our purpose as a company and
serves as the standard against which we weigh our
actions and decisions.

 To refresh the world...

To inspire moments of optimism and happiness...
To create value and make a difference....

Analysis of Mission Statement

A Mission statement is a companys articulation to its
customers, employees, and the entire world of the purpose of
its existence. Obviously, business exists to make money,
maximize profit and shareholders wealth, but the mission
statement is more about the front line than the bottom line. In
order for a business to be successful, it has to have a clear and
broad mission that resonate with the public and tells them why
it would be beneficial to do business with your company. The
mission statement should represent the companys vision of
how it would like to be seen by its clients.
In order to know more about companys policies and strategies
analysis of mission statement is a crucial step. To evaluate the
companys mission statement Richard Lynch has proposed four
basic steps that are stated as:

1) Be specific enough to have an impact upon the

behaviour of individuals throughout the business.
2)Reflect the distinctive advantages of the
organization and be based upon an objective
recognition of its strength and weaknesses.
3)Be realistic and attainable.
4) Be flexible enough to take account of shifts in the
environment.
To explain the above points in detail we have to analyze
the mission statement of Coke Company.
Impact on Individual Behavior
First thing that a mission statement must have is the clearance
and understand ability to all parties that are directly or

indirectly linked with the company. An ideal mission statement

should be inspiring to employees. Each and every employee
must be able to see its own role that he has to play to bring the
success to the company.
Coca Cola has mentioned in the mission statement that they
want to create value for its stake holders. It present that what
value company creates for stakeholders and what they expect
from the stakeholders to give in return. Culture of the company
is based on the theme that we value our customers, their ideas.
We act like one company, one team, and one passion. Moreover
managers can use the mission statement to motivate their
employees. Stake holders of Coca Cola Company include the
following;

Employees
Coca Cola has claimed to adopt the business code of conduct
and ethical applicable to satisfy the employees including the
board of directors and executive officers by offering them
incentives like executive compensation and benefits to its
employees.
Reported in the annual report of 2010, pg 163

Customers
Customer satisfaction is the utmost priority of the company.
They want to create happiness for the customers. Product
offerings are customized according to the demand of the
customers. Innovations are bought in the products to
completely satisfy our customers. Obesity, Cancer issues,
hygienic issues, poor quality issues are kept in consideration
while manufacturing the products.
Reported in the annual report 2010 pg, 6, 13

Shareholders

There was an increase in the number of share holders from

year 2009(21,962,009) to 2010(49,844,022).
Annual report of 2009, 2010 pg, 26, 32 respectively

Government
Coca Cola Company abides by all the rules and regulations
implemented by government. The production sales and
distribution is done under the federal trade commission act,
federal food, drug and cosmetics act. California act 65, and
other rules and regulations are considered while distributing
our products internationally.
2010 report, pg 12

Media
Not really mentioned in the annual report.
Community
Water is the main ingredient in the manufacturing of coca
cola products. It is limited in major parts of the world. Coke
has always faced serious issues regarding water usage. Like
the legal issue they faced in India.
Report 2010, pg 13

Suppliers
Suppliers are given exclusive rights to maintain good
relationships with them. In the United States suppliers are
provided with the concentrates and syrups for the
manufacturing of end products. Outside the states bottlers
are provided with rights to sale products that are trademark
of company for the purpose of advertisement. Bottlers
advertisement is done to build healthy relationship with
them. Otherwise they might switch to competitors or become
more concerned about the products rather the company.
Report 2010 pg, 7, 2009 14

 Distinctive Advantage
It is mentioned in the mission statement of coke that they want
to make difference. Formula of coke was invention in 1886 by
American pharmacist Pemborton. Since then it is the key factor
of success to the company.
Evidence 1
Along with that diversification of brands is the reason for the
competitive advantage of the company. Sparkling beverages
and still beverages are distinctive advantages of company.
Brand diversification, unique formula, these are distinctive
advantages of company.
2010 annual report, pg 11, 7

Realistic and Attainable

The mission stated in the mission statement must be realistic
and attainable. The mission of coke is summarized as
Fun+ optimism+ happiness+ difference+ value= coke
The mission stated above is though hard to achieve but are not
impossible to accomplish.
Evidence 1
Whatever they do is for customer. They are trying to minimize
the risk of losing its share and trust of costumers.
Annual report 2010, pg 13
Evidence 2
The market segmentation they have achieved to satisfy the
customers worldwide. They are operating in different segments.
Report 2010 pg 2
Evidence 3
Products and brand diversification to meet the need f whole
target market. Like the launch of diet coke for diabetic patients.
Report 2010 pg, 2

 Shifts in Environment
From the year 1886 to 2012 coke has faced many ethical issues
and has faced many shifts in the environment. Coca Cola has
compensated those constraints with strong marketing and
advertisement, adopting latest technology. But the mission
statement of company has not touched even a bit to such
changes and adoption of technology. Here the companys
mission statement does not meet the 4th requirement of
Richard Lynch criteria of analysis of mission statement.
Evidence 1
Coca Cola adopted the decomposable plant bottle technology;
D count technology, water stewardship etc are not mentioned
in the mission statement of company.
Annual report 2010 pg, 5