ITGD4105.101 Information Technology Planning And Management Prepared by Reem Haroun - 120050334 Soher Al - Mursheidi - 120080089 M anar abd elrahman - 120080113 Supervised By Miss. Yasmin AL Bobo Compose a 2,000 - word report on the history and strategic vision of The Coca - Cola Company. Your report should include: I nformation Technology Planning and Management plan about Coca - C ola Company • An introduction to The Coca - Cola Company, including its origins and global reach. • A detailed background on how the brand evolved from its invention by John Stith Pemberton to becoming the world's most recognized trademark. • An analysis of Coca - Cola's 2020 Vision, including its strategic goals and guiding principles for sustainable growth. • An examination of the company's global bottling partnerships and integrated marketing capabilities. • A conclusion discussing Coca - Cola's future growth potential and strategic positioning in the global beverage industry. Plan Contents Abstract …………………………………………… 4 Introduction ……………………………………… .. 6 Coca - Cola Background …………………………… 8 Methodology ……………………………………… 10 Management Overview …………………………… 11 Purpose …………………………………. 11 HISTORY ………………………………….11 High - Level Business Direction ………………….. 1 2 Mission ………………………………….. 1 2 Vision …………………………………… 1 3 Values …………………………………… 1 3 SWOT Analysis of Coca - Cola ………………… 1 4 Strengths ………………………………. . 1 4 Weaknesses …………………………… . 1 6 Opportunities ………………………… . 1 8 Threats ……………………………….. 20 Objectives ……………………………………….. 2 1 Selecting Target Market …………………………. 2 2 Developing the Marketing Mix ………………….. 2 3 Product ……………………………… 2 4 Positioning …………………………. .2 4 Branding ……………………………. 2 5 Packaging ………………………….. 2 6 Price ………………………………… 2 6 Promotion …………………………... 2 7 Place and Distribution …………….. 2 7 Product Life cycle ……………………………… 2 8 Environmental Statement ………………… … 2 9 Equal Opportunity Policy ……………………... 2 9 Selected Financial data ………………………… 3 1 Growing business ……………………………… 3 1 Coca - Cola Competitive Analysis ……………… 3 2 Coca - Cola Corp. Internal/External Factors ……. 3 3 Coca - Cola Information Management …………… 3 4 Coca - Cola Strategy ……………………………… 3 5 Implementing, Monitoring and Controlling ……. 3 6 Financial Forecasts ………………… 3 6 Implementing ……………………… 36 Monitoring ………………………… 3 7 Controlling …………………………. 3 7 Conclusions ………………………………… ….38 RECOMMENDATIONS ……… ……………………… 38 Acknowledgements ………………………… … . 39 References …………………………………… ...40 Abstract We look ahead to the year 2020; we are convinced that these next few years will be critical in defining the future for The Coca‑Cola Company and our system partners. In a “Growing World of Refreshment,” the opportunities before us are tremendous. We look forward to continuing to share our story with you. And most of all, we thank you, our fellow shareowners , for your support. There is no greater responsibility than earning your trust and confidence, and rest assured we will work tirelessly to keep our commitments and protect and grow the value of your investment in our Company. Our growth strategy in developed markets is to maximize value and profit. We work to grow our brands and product offerings while delivering more value to consumers so they will continue to purchase our products at a premium price. In developed markets, our business is well - established with high per capita consumption of our products. Developed markets form the greatest share of the nonalcoholic ready - to - drink (NARTD) beverage industry. The sales from developed markets generate profits that enable us to further invest in and expand our business for the long term, making it very important that we continue to meet evolving consumer needs. Every point of market share growth we earn in a developed market presents the potential for increased profit for our Company. To grow in developed markets, we focus on attracting new consumers while maintaining our connections with current consumers. We are growing our core beverages — Trademark Coca - Cola, Sprite, Fanta®, Minute Maid and PowerAde ® — and enhancing the benefits and value they bring to consumers, from adding vitamins and nutrients to innovating reduced - , low - and no - calorie options. We also are addressing sustainability concerns through our products and packaging to further connect our brands with consumers. The better we understand our consumers, the more value we can gain. We are working with our bottling partners to improve and preserve customer relationships and make our products available to consumers everywhere. Introduction Coca - Cola Company (NYSE: KO) is a beverage company, manufacturer, distributor, and marketer of non - alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca - Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca - Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca - Cola Company in 1892. Besides its namesake Coca - Cola beverage, Coca - Cola currently offers more than 400 brands in over 200 countries or territories and serves 1.6 billion servings each day. The world is changing all around us. To ensure our business will continue to thrive over the next 10 years and beyond, we are looking ahead to understand the trends and forces that will shape our industry in the future. Our 2020 Vision creates a long - term destination for our business. It provides us with business goals that outline what we need to accomplish with our global bottling partners in order to continue winning in the marketplace and achieving sustainable, quality growth. For each goal, we have a set of guiding principles and strategies for winning throughout the entire Coca - Cola system. Today, The Coca - Cola Company refreshes lives 1.6 billion times a day in more than 200 countries. Over the next decade, we see a world of extraordinary growth unfolding for our industry, and we plan to capture as much of that growth as we can by 2020 and beyond. We believe that our Company and our global bottling partners (the Coca - Cola system) are uniquely positioned to lead in this growing world of refreshment through our portfolio of brands, innovation, integrated marketing capabilities and unmatched product availability. We also believe that keeping connected with our consumers and knowing what they want to drink and how they want to interact with our brands will help us grow. By working toward each goal of our 2020 Vision, we are preparing for tomorrow’s market today. Coca - Cola Background The world's most recognized trademark in the World! It is recognized by 94% of the world's population. The world has changed in many ways since pharmacist; John Styth Pemberton first introduced the refreshing taste of Coca - Cola in Atlanta, Georgia. However, the pure and simple magic of one thing remains the same - Coca - Cola. The name and the product mean so many things to hundreds of millions of consumers around the globe. Coca - Cola products are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning... May 1886 - Pemberton concocted caramel - colored syrup in a three - legged brass kettle in his backyard. He first "distributed" the new product by carrying Coca - Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca - Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today, " ". 1886 - Sales of Coca - Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since. 1891 - Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca - Cola business. Pemberton was forced to sell because he was in a state of poor health and was in debt. He had paid $76.96 for advertising, but he only made $50.00 in profits. Candler acquired the whole company for $2,300. Within four years, Candler's merchandising flair helped expand consumption of Coca - Cola to every state and territory Methodology Our growth strategy in developing markets is to leverage the scale and reach of our system to shape and capture value. We do this by sharpening our execution at the point of sale and expanding our brand portfolio. Developing markets are expected to contribute approximately 20 percent of incremental population Growth over the next 10 years.1 Personal expenditure per capita in these markets is expected to increase by 65 percent over the next decade.1 And we anticipate that developing markets will contribute approximately one quarter of our incremental unit case volume by 2020. In developing markets, we are focused on growing annual consumption of our beverage products. We work with our bottling partners to establish new customer relationships and grow existing ones, from street vendors and restaurants to large - scale grocers. We also invest in building the scale and capabilities of our distribution network so we can deliver more products to our customers. Once we establish more outlets to sell our products and reach consumers, we can selectively expand our portfolio as consumer demand evolves. We introduce new products to the market where they make sense, moving beyond Trademark Coca‑Cola to juices and juice drinks, energy drinks, teas, coffees, packaged waters and sports drinks. We start with products that have been successful in developed markets and then innovate products specifically targeted for a market as we grow our consumer base. We also strengthen our mar keting in the region through media advertisements, billboards in high - traffic areas and connecting with consumers through mobile phone marketing and newly established loyalty programs. Our investment in developing markets is a longer - term strategy. After years of making these investments and enhancing our overall presence and offerings in these markets, we are poised to capture the industry growth opportunities. Management Overview Purpose To create value for everyone touched by our business by providing, with passion and focus, the right refreshment, at the right price, in the right place HISTORY Coca - Cola Enterprises, established in 1986, is a young company by the standards of the Coca - Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca - Cola that is the foundation for this Company. The Coca - Cola Company traces it’s beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca - Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca - Cola for most of the United States from The Coca - Cola Company. The Coca - Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986,