GOALS OF COCA-COLA COMPANY

The company's mission statement states that the company aims to: refresh the world, inspire
moments of optimism and happiness and. Create value and make a difference in the place that
we all live in.
Coca-Cola aims to maximise their profits while maintaining a long-term sustainable growth
within the beverage industry. The company’s mission statement states that the company aims
to:

 refresh the world,

 inspire moments of optimism and happiness and
 Create value and make a difference in the place that we all live in.

How they achieve there goals?

The Coca-Cola company aims to be globally known, they do this by targeting different areas
across the globe with different products, gaining their brand name and popularity. All the
bottling partners work closely with their customers such as convenience stores, grocery stores,
movie theaters and street vendors to create and use localized strategies developed in
partnership with the Company. Their competition with other beverage companies are also
narrowed down as they own various brands that could be possible competition. For example,
the company sells Coke without the competition of other popular soft drink brands like Sprite
and Fanta because the company owns those brands as well. The company often reviews and
evaluates their business plans and performance to improve their earnings and analyze their
competitive position in the market. They make decisions in realigning their business models to
match the objectives of the company by using strategies and tactics in the analysis of their
performance. 

Scope of Business
We are a global business that operates on a local scale, in every community where we do
business. We are able to create global reach with local focus because of the strength of the
Coca-Cola system, which comprises our company and our nearly 225 bottling partners
worldwide.

While many view our company as simply "Coca-Cola," our system operates through multiple
local channels. The primary way that our products reach the marketplace starts with Coca-Cola,
which manufactures and sells concentrates, beverage bases and syrups to bottling operations.
Coca-Cola also owns the brands and is responsible for consumer brand marketing initiatives.
Our bottling partners manufacture, package, merchandise and distribute final branded
beverages to our customers and vending partners, who then sell our products to consumers.
All bottling partners work closely with customers –grocery stores, restaurants, street vendors,
convenience stores, movie theaters and amusement parks, among many others –to execute
localized strategies developed in partnership with our company. Customers then sell our
products to consumers at a rate of 1.9 billion servings a day.

Product Portfolio
The Coca-Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in
more than 200 countries and territories. In addition to the company’s Coca-Cola brands, our
portfolio includes some of the world’s most valuable beverage brands, such as AdeS soy-based
beverages, Ayataka green tea, Dasani waters, Del Valle juices and nectars, Fanta, Georgia
coffee, Gold Peak teas and coffees, Honest Tea, innocent smoothies and juices, Minute Maid
juices, Powerade sports drinks, Simply juices, smartwater, Sprite, vitaminwater and ZICO
coconut water. We’re constantly transforming our portfolio, from reducing sugar in our drinks
to bringing innovative new products to market. We’re also working to reduce our
environmental impact by replenishing water and promoting recycling. With our bottling
partners, we employ more than 700,000 people, helping bring economic opportunity to local
communities worldwide.

Market Share
Various sources cite Coca-Cola as a billion dollar brand and that is not surprising, when one
considers it was rated by Interbrand as one of the most valuable brands in 2019, based on a
brand value amounting to around 63.37 billion U.S. dollars.
In India, the brand is still insignificant after being around for more than a decade. In the 130-
billion juices market, Coca-Cola has a 31.4% market share, with Parle Agro having a 22.5% share
and PepsiCo 17.4%.

Current Performance
Quarterly Performance 1st Quarter 2020

 Revenues: Net revenues declined 1% to $8.6 billion. Organic revenues (non-GAAP) were

even. Revenue performance included even concentrate sales and even price/mix. The
quarter included one less day, which resulted in an approximate 1-point headwind to
revenue growth.
 Margin: Operating margin, which included items impacting comparability, was 27.7%
versus 28.0% in the prior year, while comparable operating margin (non-GAAP) was
30.7% versus 28.2% in the prior year. Solid underlying operating margin (non-GAAP)
expansion was partially offset by currency headwinds.
  Earnings per share: EPS grew 65% to $0.64, and comparable EPS (non-GAAP) grew 8% to
$0.51.
 Market share: The company continued to gain value share in total nonalcoholic ready-
to-drink (NARTD) beverages.
 Cash flow: Cash from operations was $556 million, down 29%. Free cash flow (non-
GAAP) was $229 million, down 43%, primarily driven by the impact of one less day in the
quarter, currency headwinds and cycling the supplier payment term extensions in the
prior year as part of ongoing working capital initiatives.

Business Environment Update Amid Coronavirus Pandemic

The company entered 2020 with solid momentum, coming off strong results in 2019. Through
the end of February, the company was growing volume 3%, excluding China, and was on track
to achieve its previously provided full year 2020 targets.

In March, as the coronavirus pandemic spread globally, countries meaningfully increased social
distancing and shelter-in-place mandates. In markets around the world, the company
subsequently saw significant changes in consumer purchase patterns, notably substantial
declines in away-from-home channels. In at-home channels, the company witnessed early
pantry loading in certain markets, followed by more normalized demand levels, along with a
sharp increase in e-commerce. Given that away-from-home channels represent approximately
half of the company’s revenues, the company expects the net effect of these consumer
purchase patterns to have a significant impact on second quarter results. For context, since the
beginning of April, the company has experienced a volume decline globally of approximately
25%, with nearly all of that decline coming in away-from-home channels.

The ultimate impact on the second quarter and full year 2020 is unknown at this time, as it will
depend heavily on the duration of social distancing and shelter-in-place mandates, as well as
the substance and pace of macroeconomic recovery. However, the impact to the second
quarter will be material.

The company believes the pressure on the business is temporary and remains optimistic on
seeing sequential improvement in the back half of 2020. The company, along with its bottling
partners, is continuing to adapt quickly to the current environment, with a focus on mitigating
the near-term impact while positioning for success coming out of the crisis.

Company Updates

 Delivering on key priorities amid the coronavirus pandemic: The health and safety of
Coca-Cola system employees remains the company's highest priority. Around the world,
local teams continue to follow guidance from authorities. These measures include
additional cleaning and sanitization routines in system facilities and requiring most
 office-based employees to work remotely. After health and safety, business continuity is
of utmost importance. The Coca-Cola system has developed knowledge-sharing routines
and processes, including how to manage potential supply chain challenges. At this time,
the system does not foresee material disruptions in finished goods production or
distribution.
 Supporting communities around the world: The Coca-Cola system has made
contributions to support relief efforts in markets impacted across the globe. The system
is committed to contributing more than $100 million and is focused on community relief
programs, medical supplies and equipment during the outbreak phase, as well as on
developing other actions for the recovery phase in markets hit hardest by the pandemic.
The commitments to date include $40 million in charitable grants from The Coca-Cola
Foundation.
 Adapting business strategy: The company is moving with speed to continue to best
serve its customers and consumers while reviewing every aspect of its business and
redirecting spending to areas where it can be the most effective. In partnership with
bottlers and retail customers, the company is working to ensure adequate inventory
levels in key channels, in addition to prioritizing core brands and key packages. The
company is also increasing investments in e-commerce to support both retailers and
meal delivery services, shifting toward package sizes that are fit-for-purpose for online
sales, and redeploying consumer and trade promotions toward digital.
 Business & Sustainability Report: In 2019, the company laid out its vision to craft the
brands and choice of drinks that people love, to refresh them in body and spirit, and to
do so in ways that create a more sustainable business and better shared future. As the
world faces unprecedented challenges, the company's purpose and vision is more
important than ever. On April 22, the company will publish its 2019 Business &
Sustainability Report, reflecting a continued journey toward driving sustainable business
practices.

Growth of Coca Cola

https://investors.coca-colacompany.com/strategy/growth-strategy

will refer to this link

Competitor

Coca-Cola, also known as Coke, is manufactured by The Coca-Cola Company. The production
began 133 years ago in the United States. The formula was invented by John Stith Pemberton
and was later purchased by Asa Griggs Candler who has a fundamental role in turning the
company into the giant it is today.
 The Coca-Cola Company's top competitors include Tropicana Products, Pepsico, Britvic, Red
Bull, Fever-Tree and Monster Beverage. The Coca-Cola Company is a company that
manufactures and distributes various nonalcoholic beverages.

Source – craft.co

Financial Statements

https://investors.coca-colacompany.com/financial-information

 Global Unit Case Volume Declined 16%

 Net Revenues Declined 28%; Organic Revenues (Non-GAAP) Declined 26%
 Operating Income Declined 34%; Comparable Currency Neutral Operating Income (Non-
GAAP) Declined 25%
 Operating Margin Was 27.7% Versus 29.9% in the Prior Year; Comparable Operating
Margin (Non-GAAP) Was 30.0% Versus 30.3% in the Prior Year
 EPS Declined 32% to $0.41; Comparable EPS (Non-GAAP) Declined 33% to $0.42

IFAS and EFAS matrix

Future Aspects

Company to Establish New Operating Units and Global Beverage Category Leads, Supported by
New Platform Services Organization

Workforce to be Aligned to Focus on Growth; Reductions Expected Through Voluntary and

Involuntary Separation Program

Aug. 28, 2020 – The Coca-Cola Company today announced strategic steps to reorganize and

better enable the Coca-Cola system to pursue its Beverages for Life strategy, with a portfolio of

drinks that are positioned to capture growth in a fast-changing marketplace. 

The company is building a networked global organization, combining the power of scale with

the deep knowledge required to win locally. The company will create new operating units

focused on regional and local execution that will work closely with five marketing category

leadership teams that span the globe to rapidly scale ideas. 

This structure will be supported by the company’s newly created Platform Services

organization, which will provide global services and enhanced expertise across a range of

critical capabilities.

“We have been on a multi-year journey to transform our organization,” said Chairman and CEO

James Quincey. “The changes in our operating model will shift our marketing to drive more

growth and put execution closer to customers and consumers while prioritizing a portfolio of

strong brands and a disciplined innovation framework. As we implement these changes, we’re

continuing to evolve our organization, which will include significant changes in the structure of

our workforce.”

Referring - https://www.coca-colacompany.com/press-releases/announcement-to-reorganize-

for-future-growth