11
BUSINESS PLAN
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference
9.
Product portfolio:
Coca cola product port folio contains different brands of coca cola company, which are currently
in use in Pakistan and world wide. This company not only deals in the carbonated drinks but also
other drinks. Today coke, fanta, mirinda, minut maid, kinley, sprite are the products which are in
the product port folio in Pakistan.
But coca cola needs to increase its product portfolio in Pakistan because the demand of
carbonated water is completed and this segment is saturated there are many companies in
Pakistan competing for this segment. Coca cola needs to focus on sports segment, energy drink
and tea, coffee segment in Pakistan because health conscious and safety problems are decreasing
the trends of carbonated beverages. Coca cola has variety of drinks in these segments world wide
they must introduce those products in Pakistani market and also focus the local brands and
cultural tastes of Pakistan.
10.
Market portfolio:
Coca cola is an international brand and they have focused international markets. But they are
weak in Pakistan so they need to focus on local markets, increase their production capacity,
strengthen their bottlers or transfer their dependency over their bottlers, improve their
distribution network so that their product will be available at every shop and consumer can
approach easily.
Which channel to focus?
As we are in the beverage industry and there is high demand of beverages in Pakistan and world
wide; we are best around the world in all aspects from manufacturing to promotion to
advertisement to delivery and then sharing knowledge and R&D. But we are weak in Pakistani
market our distribution is weak here. All the revenue we are getting is due to our brand name.
Our most important distribution channel portfolio contains
Distributers
Wholesaler
Retailer
Every stage of our channel distribution is working well but we are not focusing our competitors
yes we are no 1 beverage company around the globe but our competitors are quite good in this
sector. We are not delivering our products to every shop in the country we should do competition
segment matrix to find out that where we are lacking.
