The Coca-Cola Company and its subsidiaries employed some 49,000 individuals and generated approximately $21.0 billion in net operating revenues in 2003. The Company actively cultivates a diverse workplace and embraces different perspectives and ideas to continually innovate and benefit our business.Net operating revenues in our Asia strategic business unit were $5.1 billion in 2003, with unit case volume increasing 4 percent in 2003 compared with 2002. Results were particularly strong in China, India and Thailand where core carbonated soft drinks-particularly single-serve packages- performed well, and non-carbonated beverages, such as Qoo, continued to accelerate.
Results in Japan and Philippines were less than expected. Due to a decrease in restaurant traffic in the early part of 2003 and soft performance in our juice and juice-drink business, operating results came in below our expectations. In 2003, we generated $6.3 billion in net operating revenues and delivered unit case volume growth of 2 percent as compared to 2002.
Research problem:The researcher will be focusing on the current marketing weaknesses of Coca Cola and its reason why it failed to capture the major market share in the beverage industry of Pakistan. The effects of different practices and factors (religious, environmental etc) involving the declination of the industry in Pakistan. Their non-aggressive advertisements, and non-efficient retailers.Research objectives:Building brand image for coca colaA looming acquisition, requiring key competenciesDrawing consumer attention to the new refreshing taste of coca colaPromoting ethical managementThe literature review in this research will be focused on change management and entrepreneurship's effort to improve the companies' performance. The literature review in this research has been collected from different sources, which includes textbooks, articles and online journals.
Different approaches underpinning different types of literatureBy 2002 the company was selling to Bahrain, Iraq, Pakistan, Kuwait, Qatar, United Arab Emirates, Malaysia, Indonesia and Afghanistan. It then moved into Saudi Arabia, where the Saudi distributor, Al-Majarah, reported that demand was so it was selling millions of cans. "The campaign of boycotting American products and the good quality of ZamZam Cola have given us excellent sales", the general manager Firas Khawaja said. By December some 10 million cans of cola had been sent to Saudi Arabia and other Gulf countries.
Some of the rumors hitting coca cola in Muslim countries like Pakistan are.Rumor: Coca-Cola contains material making it unsuitable for vegetarians and MuslimsOur Response: None of the carbonated soft drink brands of The Coca-Cola Company contain ingredients derived from mammals or poultry. We abide by the laws and practices in every country where our brands are sold. This includes countries where Islam is the principal religion such as Saudi Arabia, Egypt, Indonesia, Malaysia, and Pakistan, whose governments have accepted our brands as suitable for consumption by members of the Muslim community.PESHAWAR - Protesting against the U.S-led attack on Iraq, wide sections of society in Pakistan's North West Frontier Province (NWFP) have banned Americanmultinationals Coke and Pepsi, amongst others, spawning a slew of new, local soft drinks.
Soon after the attack, Pakistan's ulemas (religious leaders) launched a campaign against foreign products, particularly beverages, appealing to the faithful in their Friday sermons, to stop using products made by American, British and Jewish-run companies. The NWFP chapter of the Federation of All Pakistan Universities Academic Staff Association urged teachers to avoid the use of American and "Jewish" products.But Pepsi officials denied the boycott had eroded their market share. A supervisor at Pepsi Cola, Asad Khan, said though some traders and individuals had voiced protests, Pepsi sales remained unaffected.
Khan claimed Salsabeel and Soda would not be able to meet growing demand. Consequently, consumers would return to cold drinks manufactured by the multinationals."The local beverages are being manufactured manually or by small-scale machinery so their quality is poor, and they cannot compete with us," he asserted.Still the company the net operating revenue in dollars was 21 billion in which 24% coming from Asia in the year 2003. The facts are given below.Mary E.
Minnick, an executive vice president of the Company, heads which accounted for 24 percent of our Company's 2003 worldwide net operating revenues and 18 percent of our worldwide unit case volume. The Asia SBU is divided into six divisions: China, India, Japan, Philippines, South Pacific and Korea, and Southeast and West Asia. Company products have been bottled in Asia since 1912.Which accounted for 31 percent of our Company's 2003 worldwide net operating revenues and 22 percent of our worldwide unit case volume. This segment of our business is led by Alexander R.C.
(Sandy) Allan, an executive vice president of the Company, and is made up of seven divisions: Central Europe and Russia, Eurasia and Middle East, Germany and Nordic, Iberian, Italy and Alpine, Northwest Europe, and Southeast Europe and Gulf. Company products have been bottled in this region since 1919The world wide net operating revenues;Researcher's ApproachThe researcher will be focusing on the basic reason of selecting coca cola as his 'research organization'. The emphasis will be to identify the particular change being implemented and the effect of it over the Customer (and potential customer) numbers, profile and mix* Customer perceptions, needs, preferences, buying patterns, and trends, by sub-sector if necessary* Demographic issues and trends (especially if dependent on consumer markets)* Future regulatory and legal effects* Distribution and routes to market* Competitor activities, strengths, weaknesses, products, services, prices, sales methods, etcInterviews will be conducted and questionnaires will be distributed to the different branch managers. The researcher will be conducting interviews from six officers. They will be from the top-management as well as from the regional offices. The questionnaires will be distributed to 40 to 50 medium ranked officers.
They will be asked to simply 'tick' the options which suited them the most or which they felt are clearer to them. The researcher will also be using other sources to collect data that are mentioned below.Collection of DataThe researcher will also be analyzing from the primary and secondary data. The interviews, questionnaires and observation will be taken as a source of primary data. All the data been collected by the researcher of others will be made a part of this research in form of secondary data.
The success of the research depends upon a number of important factors that include the accurate reporting and description of the topic under investigation.General SourcesThe other general sources been used in the research will be focusing on financial indicators including money supply data and the balance sheets of the bank. These data will help in analyzing banks financial position in the market.Qualitative methodologyThe researcher will use the qualitative approach to analyze the research data.
According to Bryman ; Bell (2003) 'Qualitative research is the strategy that usually emphasis words rather than quantification in the collection and analysis of data'. The Annual and Official report of the bank along with various journals and articles been published in the newspapers, surveys etc. will be taken into account for the research program.i) InterviewsAccording to White B (2003) 'With the interview approach data is usually collected in the form of descriptions'.
The researcher herself will conduct the interviews and therefore both structured and un-structured questions will be asked within the scheduled time. These types of interviews provide a great deal of information.ii) QuestionnairesThe researcher will also be using the questionnaires as a series of questions, each one providing a number of alternative answers given to the respondents. Even though this method i.e.
the questionnaires, are used in quantitative research, the researcher will only be using non-mathematical procedures when interpreting and explaining her research. In this research the approach is used to study the way organization and its employees behave and interact. This will further help in analyzing the data with a different perspective.Inductive MethodThe researcher will be applying an inductive approach on a grounded theory. The analysis will be based on the rational approach in interpreting the respondents point of view in to the researcher's understanding of the issue or problem.
The research will narrow as it progresses towards building theory on the data collected with the themes and concepts applied from the literature review.According to Bryman and Bell (2003) 'the researcher infers the implications of his or her findings for the theory that prompted the whole exercise. The findings are fed back into the stock of theory and the research findings associated with a certain domain of enquiry.' With the application of the above-mentioned methodologies the researcher aims to compile his research theory.
