ITGD4105.101 : Information Technology Planning and Management plan about Coca-Cola Company

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ITGD4105.101Information Technology PlanningAndManagementPrepared byReem Haroun-120050334Soher Al-Mursheidi-120080089Manar abd elrahman-120080113Supervised ByMiss. Yasmin AL BoboCompose a 2,000-word report on the history and strategic vision ofThe Coca-Cola Company.Your report should include:Information Technology Planning andManagement plan aboutCoca-ColaCompany

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•An introduction to The Coca-Cola Company, including its originsand global reach.•A detailed background on how the brand evolved from itsinvention by John Stith Pemberton to becoming the world's mostrecognized trademark.•An analysis of Coca-Cola's 2020 Vision, including its strategicgoals and guiding principles for sustainable growth.•An examination of the company's global bottling partnerships andintegrated marketing capabilities.•A conclusion discussing Coca-Cola's future growth potential andstrategic positioning in the global beverage industry.

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Plan ContentsAbstract……………………………………………4Introduction………………………………………..6Coca-Cola Background……………………………8Methodology………………………………………10Management Overview……………………………11Purpose………………………………….11HISTORY………………………………….11High-Level Business Direction…………………..12Mission…………………………………..12Vision……………………………………13Values……………………………………13SWOT Analysis of Coca-Cola…………………14Strengths………………………………..14Weaknesses…………………………….16Opportunities………………………….18Threats………………………………..20Objectives………………………………………..21Selecting Target Market………………………….22Developing the Marketing Mix…………………..23Product………………………………24Positioning…………………………..24Branding…………………………….25Packaging…………………………..26Price…………………………………26Promotion…………………………...27

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Place and Distribution……………..27Product Life cycle………………………………28Environmental Statement……………………29Equal Opportunity Policy……………………...29Selected Financial data…………………………31Growing business………………………………31Coca-Cola Competitive Analysis………………32Coca-Cola Corp.Internal/ExternalFactors…….33Coca-Cola Information Management……………34Coca-Cola Strategy………………………………35Implementing,Monitoring and Controlling…….36Financial Forecasts…………………36Implementing………………………36Monitoring…………………………37Controlling………………………….37Conclusions…………………………………….38RECOMMENDATIONS………………………………38Acknowledgements…………………………….39References……………………………………...40

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AbstractWe look ahead to the year2020;we are convinced that thesenext few years will be critical in defining the future for TheCoca‑Cola Company and our system partners. In a “GrowingWorldofRefreshment,”theopportunitiesbeforeusaretremendous. We look forward to continuing to share our storywithyou.Andmostofall,wethankyou,ourfellowshareowners,foryoursupport.Thereisnogreaterresponsibility than earning your trust and confidence, and restassured we will work tirelessly to keep our commitments andprotect and grow the value of your investment in our Company.Our growth strategyin developed markets is to maximizevalue and profit. We work to grow our brands and productofferings while delivering more value to consumers so they willcontinue to purchase our products at a premium price.In developed markets, our business is well-established withhighpercapitaconsumptionofourproducts.Developedmarkets form the greatest share of the nonalcoholic ready-to-drink (NARTD) beverage industry. The sales from developedmarkets generate profits that enable us to further invest in andexpand our business for the long term, making it very importantthat we continue to meet evolving consumer needs. Every pointof market share growth we earn in a developed market presentsthe potential for increased profit for our Company.To grow in developed markets, we focus on attracting newconsumers whilemaintainingour connectionswithcurrent

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consumers. We are growing our core beverages—TrademarkCoca-Cola, Sprite, Fanta®, Minute Maid andPowerAde®—and enhancing the benefits and value they bring to consumers,from adding vitamins and nutrients to innovating reduced-,low-andno-calorieoptions.Wealsoareaddressingsustainability concerns through our products and packaging tofurther connect our brands with consumers. The better weunderstand our consumers, the more value we can gain. We areworking with our bottling partners to improve and preservecustomer relationships and make our products available toconsumers everywhere.

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IntroductionCoca-Cola Company(NYSE:KO) is a beverage company,manufacturer,distributor,andmarketerofnon-alcoholicbeverage concentrates and syrups. The company is best knownfor its flagship product Coca-Cola, invented by pharmacistJohn Stith Pemberton in 1886. The Coca-Cola formula andbrand was bought in 1889 by Asa Candler who incorporatedThe Coca-Cola Company in 1892. Besides its namesake Coca-Colabeverage,Coca-Colacurrentlyoffersmorethan400brands in over 200 countries or territories and serves 1.6 billionservings each day.The worldis changing all around us. To ensure our businesswill continue to thrive over the next 10 years and beyond, weare looking ahead to understand the trends and forces that willshape our industry in the future. Our 2020 Vision creates along-term destination for our business. It provides us withbusiness goals that outline what we need to accomplish withour global bottling partners in order to continue winning in themarketplace and achieving sustainable, quality growth. Foreach goal, we have a set of guiding principles and strategies forwinning throughout the entire Coca-Cola system.Today,TheCoca-ColaCompany refreshes lives 1.6 billiontimes a day in more than 200 countries. Over the next decade,we see a world of extraordinary growth unfolding for ourindustry, and we plan to capture as much of that growth as wecan by 2020 and beyond. We believe that our Company and ourglobal bottling partners (the Coca-Cola system) are uniquelypositioned to lead in this growing world of refreshment through

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ourportfolioofbrands,innovation,integratedmarketingcapabilitiesandunmatchedproductavailability.Wealsobelievethatkeepingconnectedwithourconsumersandknowing what they want to drink and how they want to interactwith our brands will help us grow. By working toward eachgoal of our 2020 Vision, we are preparing for tomorrow’smarket today.

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Coca-Cola BackgroundThe world's most recognized trademark in the World!It isrecognized by 94% of the world's population.The world has changed in many ways since pharmacist; JohnStyth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. However, the pure and simple magicof one thing remains the same-Coca-Cola. The name and theproductmeanso manythings tohundreds ofmillionsofconsumers around the globe. Coca-Cola products are servedmore than 705 million times every day, quenching the thirsts ofconsumers in more than 195 countries in every climate. That's along way to come after such a modest beginning...May 1886-Pemberton concocted caramel-colored syrup in athree-legged brass kettle in his backyard. He first "distributed"the new product by carrying Coca-Cola in a jug down the streetto Jacobs Pharmacy. For five cents, consumers could enjoy aglass of Coca-Cola at the soda fountain. Whether by design oraccident, carbonated water was teamed with the new syrup,producingadrinkthatwasproclaimed"DeliciousandRefreshing." Dr. Pemberton's partner and bookkeeper, FrankM. Robinson, suggested the name and penned, in the uniqueflowing script that is famous worldwide today, " ". 1886-Salesof Coca-Cola averaged nine drinks per day. That first year, Dr.Pemberton sold 25 gallons of syrup, shipped in bright redwooden kegs. Red has been a distinctive color associated withthe No. 1 soft drink brand ever since.

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1891-Atlanta entrepreneur Asa G. Candler had acquiredcomplete ownership of the Coca-Cola business. Pemberton wasforced to sell because he was in a state of poor health and wasin 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 helpedexpand consumption of Coca-Cola to every state and territory

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MethodologyOur growth strategy in developing markets is to leverage thescale and reach of our system to shape and capture value. Wedo this by sharpening our execution at the point of sale andexpandingourbrandportfolio.Developingmarketsareexpected to contribute approximately 20 percent of incrementalpopulationGrowth over the next 10 years.1 Personal expenditure percapita in thesemarkets isexpected to increase by 65 percentover the next decade.1 And we anticipate that developingmarketswillcontributeapproximatelyonequarterofourincremental unit case volume by 2020.In developing markets, we are focused on growing annualconsumption of our beverage products. We work with ourbottling partners to establish new customer relationships andgrow existing ones, from street vendors and restaurants tolarge-scale grocers. We also invest in building the scale andcapabilities of our distribution network so we can deliver moreproducts to our customers.Once weestablish more outlets to sell our products and reachconsumers,wecanselectivelyexpandourportfolioasconsumer demand evolves. We introduce new products to themarket where they make sense, moving beyond TrademarkCoca‑Cola tojuices andjuice drinks,energy drinks,teas,coffees, packaged waters and sports drinks. We start withproducts that have been successful in developed markets andthen innovate products specifically targeted for a market as we

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grow our consumer base. We also strengthen our marketing inthe region through media advertisements, billboards in high-traffic areas and connecting with consumers through mobilephone marketing and newly established loyalty programs.Our investment in developing markets is a longer-term strategy.After years of making these investments and enhancing ouroverall presence and offerings in these markets, we are poisedto capture the industry growth opportunities.Management OverviewPurposeTo create value for everyone touched by our business byproviding, with passion and focus, the right refreshment, at theright price, in the right placeHISTORYCoca-Cola Enterprises, established in 1986, is a youngcompany by the standards of the Coca-Cola system. Yeteachofitsfranchiseshasastrongheritageinthetraditions of Coca-Cola that is the foundation for thisCompany.The Coca-Cola Company traces it’s beginning to 1886,whenanAtlantapharmacist,Dr.JohnPemberton,began to produce Coca-Cola syrup for sale in fountaindrinks. However the bottling business began in 1899whentwoChattanoogabusinessmen,BenjaminF.ThomasandJosephB.Whitehead,securedtheexclusive rights to bottle and sell Coca-Cola for mostof the United States from The Coca-Cola Company.The Coca-Cola bottling system continued to operate asindependent,localbusinessesuntiltheearly1980swhen bottling franchises began to consolidate. In 1986,

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