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Strategic Management Case Study Coca-Cola Co.

Strategic Management Case Study Coca-Cola Co. . Presented by: Carter Vaillancourt, Megan Land, and Emily Michaud UMFK, 2013 . Overview. Company Overview A brief history about Coca Cola Existing Mission and Vision Statement Existing Objectives and Strategies

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Strategic Management Case Study Coca-Cola Co.

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  1. Strategic Management Case StudyCoca-Cola Co. Presented by: Carter Vaillancourt, Megan Land, and Emily Michaud UMFK, 2013

  2. Overview • Company Overview • A brief history about Coca Cola • Existing Mission and Vision Statement • Existing Objectives and Strategies • New Mission and Vision Statement 2. External Audit • Industry Analysis • Current Opportunities and Threats • CPM Matrix • EFE Matrix 3. Internal Assessment • Organizational Structure • Strengths and Weaknesses • Financial Condition • IFE Matrix 4. Strategy Formation • SWOT matrix • Space Matrix • BCG Matrix • Grand Strategy Matrix • Matrix Analysis • QSPM Matrix 5. Strategic Plan for the Future • Strategies 6. Implementation • EPS/EBIT • Projected Financials 7. Evaluation • Balanced Score Card 8. Coca-Cola Update

  3. The Coca-Cola Bottle from the Beginning, to Present

  4. In 1886 is when Atlanta pharmacist created the first Coca-Cola mixture out various ingredients, where he then put it up for sale for 5 cents a glass In 1985, was the release of a new taste for Coca-Cola, the first change in formulation in 99 years. It wasn’t long until they changed to their original In 1943, during WWII General Eisenhower requested 10 bottle plants to be shipped to them overseas, which then created an overseas business. Due to beverage companies copying Coca-Cola they began to manufacture the contour bottle in 1916 1886-1892 1905-1918 1941-1959 1982-1890 1893-1904 1919-1940 1960-1981 1990-1999 In the 1928 Olympics located in Amsterdam, Coca-Cola traveled with the team and began global expansion 1984 is when Joseph Biedenharn was hired to be the first to put the Coca Cola in bottles New beverages joined the Company's line-up, including Powerade®   sports drink, Qoo® children's fruit drink and Dasani® bottled water After 70 years, Coca-Cola added new flavors: Fanta®, originally developed in the 1940s and introduced in the 1950s; Sprite® followed in 1961, with TAB® in 1963 and Fresca® in 1966

  5. Revenue and Cash Flow Growth 2005-2010

  6. Existing Vision Statement Our vision serves as a framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. • People: Be a great place to work where people are inspired to be the best they can be. • Portfolio: Bring to the world a portfolio beverage brands that anticipate and satisfy people’s desires and needs. • Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. • Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. • Profit: Maximize long-term return to shareholders while being mindful of our overall responsibilities. • Productivity: be a highly effective, lean and fast-moving organization

  7. Existing Mission Statement Our Roadmap starts with out 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.

  8. Existing Growth Strategy • Driving global beverage leadership • Accelerate innovation • Leverage our balanced geographic portfolio

  9. Proposed Vision Statement Coca-Cola’s vision is to inspire moments of happiness while refreshing the world.

  10. Proposed Mission Statement With six main operating segments in North America, Latin America, Europe, Eurasia, Africa, the Pacific,(3) and bottling investments, Coca-Cola is dedicated to being a highly effective refreshments and fast-moving organization. (5) Our mission is to bring consumers quality refreshments that anticipate and satisfy their desires and needs. (1)(2). As a company we strive to be responsible citizens by helping to rebuild and support sustainable communities (8), while maximizing long-term return to shareowners (6). Through modern technology (4) and inspiring employees to be the best they can be (9) we know we can continue to provide the best products on the market. Customers Products or Services Markets Technology Concern for Survival Philosophy Self-Concept Concern for Public Image Concern for Employees

  11. External Audit

  12. Industry Market Analysis

  13. Opportunities • Spurring demand for energy drinks, especially in the US where estimates show about 2 billion. • Approximately 85% of the company’s unit case volume is delivered in recyclable bottles and cans, and the company targets to recover at least 50% of the equivalent bottles and cans sold worldwide. • Bottled water drinking has increased 11%. • European and China market show large potential to grow by an estimated amount of 7%. • Has the option, but no obligation, to assist bottlers with promotional and marketing activities ($5 billion in 2010). • 55 billion beverage servings are consumed worldwide each day • Global beverage industry is expected to grow from a valued $1.4 trillion in 2008, to $1.6 trillion by 2013. • India currently only consumes 11 8oz servings of Coca Cola per person per year. • The non-alcoholic ready to drink(NARTD) beverage industry is expected to grow by 50 billion unit cases by 2020.

  14. Threats • Increasing preference for non carbonated healthy drinks. The Coca Cola soda saw a 5% volume declines respectively in the carbonated soda brands category. • With rising obesity rates of 35.7% for adults and 17% for youth in the U.S. alone, health concerns may cause reduced consumption of sugar sweetened beverages, impacting profitability. • Water is the main and most significant ingredient in beverages, quality and abundance of water is scarce worldwide, where 70% is used for agriculture and irrigation. • With $24.5 billion in net operating revenue generated from international markets, and operating in over 200 countries, unstable economic conditions in foreign countries can dramatically decrease revenues. • The primary beverage of Coca Cola is sparkling beverages, the most popular drinks consumed worldwide, in their respective order, are water, tea, and beer. • Changes in currency rates. Coca-cola uses 74 functional currencies in 2010. • In 2010 had approximately 18,600 associates represented by labor unions. • PEP operating income and revenues both exceeded KO's by .85 Billion and 7.67 Billion respectively. They are strong competitors in the market • PepsiCo dominated North America with sales of US $22billion,while Coca-Cola only had about US $7billion.

  15. CPM

  16. EFE

  17. Internal Audit

  18. Financial InformationIncome Statement

  19. Financial InformationBalance Sheet (1)

  20. Financial InformationBalance Sheet (2)

  21. Coca-Cola Worth Analysis for 2010 (in millions)

  22. Ratio Analysis

  23. Strengths • With revenues of $35,119,000 million, Coca-Cola is one of the largest beverage manufacturers globally. • Coca-Cola owns four of the world’s top five nonalcoholic sparkling beverage brands including Coca-Cola, Diet Coke, Sprite and Fanta. • Sold 25.5 billion cases of products in 2010 • Accounted for 51% of U.S. unit case volume, and 50% of non-U.S. case volume for 2010 • Has ownership interest in its bottling/distributing partners; 23% in Coca-Cola Hellenic, 32% in Coca-Cola FEMSA, and 30% in Coca-Cola Amatil. • Acquired Coca-Cola Enterprises, Inc., one of the major bottlers for Coca-Cola in North America which had $3.6 billion in revenues • In Eurasia and Africa, unit case volume increased 12% in 2010 • Coca-Cola has more than 500 brands and 3,500 beverages and products. • Coca-Cola sells 1.7 Billion servings of beverages per day in over 200 countries. • Coca-Cola generated 9.5 billion in cash from operations in 2010, up 16% over 2009.

  24. Weaknesses • Weak performance in Europe achieving a 0% growth in 2010 • Does not hold number 1 spot for either the water brand or the leading sports drink • Currently does not hold a snacks segment, where Pepsi Co. has a food division which creates for 60% of their total revenue. • Does not perform best in North America, only accounting for 31.7% in total revenue in 2010 • Has a high number of current liabilities accounting for 18,508 million • Acquiring Coca-Cola Enterprises (CCE) resulted in assuming additional $7.9 billion in debt • Operating income for Europe operations decreased by $50 million in 2010 • Interest expense increased $378 million mainly due to premiums paid on repurchasing long term debt • Common Stock Market Prices decreased between the first and second quarter in 2010 from $52.23 and $49.47 • Other operating expenses grew to $5,959 million in 2010 from $5,699 million in 2009

  25. IFE

  26. Strategy Formation

  27. SWOT Matrix ST Strengths Opportunities WO ST WT Threats Weaknesses

  28. FS 6 Aggressive Conservative 5 4 3 2 1 CS IS -6 -5 -4 -3 -2 -1 1 2 3 4 5 6 -1 -2 -3 -4 -5 Competitive Defensive -6 ES Space Matrix

  29. BCG Matrix

  30. BCG Continued

  31. Grand Strategy Matrix Quadrant I 1. Market development 2. Market penetration 3. Product development 4. Forward integration 5. Backward integration 6. Horizontal integration 7. Related diversification Quadrant II 1. Market development 2. Market penetration 3. Product development 4. Horizontal integration 5. Divestiture 6. Liquidation Quadrant IV 1. Related diversification 2. Unrelated diversification 3. Joint ventures Quadrant III 1. Retrenchment 2. Related diversification 3. Unrelated diversification 4. Divestiture 5. Liquidation

  32. Matrix Analysis

  33. Strategy Evaluation Integration Strategies • We have integrated into many suppliers prior to 2010 • We recently purchased CCE which helps integrate our bottling and marketing Product and Market Development • We are highly established worldwide prior to 2010 Market Penetration • We are currently in 200 different countries prior to2010 Unrelated or Related Diversification • We don’t offer a food segment (Unrelated) • None of our main competitors offer an alcoholic beverage (Related)

  34. QSPM

  35. QSPM (2)

  36. Strategic Fit Competitive Risks • Pepsi Co. and Nestle currently have market share in the Food Industry Funding Aggressive Growth • Market Capitalization of 190 billion • Current Assets exceed current liabilities by over 3 billion Strong Brand Utilization • Moving into the food industry and having very strong customer loyalty, customers will be drawn to new products

  37. Kellogg Company • Currently located in 180 different countries • Sales totaled 12.4 billion in 2010 • Includes brands such as: Special K, Cheez-It, Pringles, Keebler, Austin, Famous Amos, and Townhouse Crackers • Food Consumer Products Industry Kellogg's is ranked number 2, behind Pepsi Co. and ahead of General Mills

  38. 3-Year Goals In 3 Years - Acquire ownership of Kellogg Company by the end of 2013 • Expand Healthy Food choices through acquisition Year 1: Begin Acquisition Process with Kellogg Company Year 2: Attain Ownership of Kellogg Company Year 3: Begin Marketing and Sales with Kellogg Company

  39. Strategic Implementation

  40. Kellogg Company Net Worth Analysis

  41. EPS/EBIT Assumptions

  42. EPS/EBIT Continued Assumptions

  43. Projected Financial Assumptions

  44. Projected FinancialsIncome Statement

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