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Coca Cola

Strategic Management

Case Study:

Coca Cola Marketing Challenges in Brazil: The Tubainas War

BY:
Ajeet Nanik

T A B L E O F C O N T E N T S

EXECUTIVE SUMMARY

PRESENT SITUATION ANALYSIS
MISSION STATEMENT
STRATEGIC OBJECTIVES
PRESENT STRATEGIC DIRECTIONS
COMPANY STRATEGIES
ALLIGNMENT BETWEEN STRATEGY, STRUCTURE AND CULTURE
CORE COMPETENCIES
DISTINCTIVE COMPETENCE

INDUSTRY ANALYSIS
ANALYSIS OF GENERAL ENVIRONMENT
STRATEGIC GROUP ANALYSIS
OVERALL INDUSTRY ATTRACTIVENESS (PORTER MODEL)
DRIVING FORCES OF CHANGE
KEY SUCCESS FACTOR & COMPETITIVE PROFILE MATRIX

COMPANY ANALYSIS

IDENTIFY & DEVELOP EXTERNAL FACTOR EVALUATION MATRIX
ANALYSIS OF VALUE CHAIN ACTIVITIES
FINANCIAL ANALYSIS/ HEALTH OF THE COMPANY
INTERNAL FACTOR EVALUATION MATRIX
SPACE MATRIX

STRATEGIC ISSUES/PROBLEMS WITH REASONS

RECOMMENDATION
TOWS MATRIX
IDENTIFY THREE ALTERNATIVE STRATEGIES
ADVANTAGED AND DISADVANTAGES OF EACH
SELECTION OF ALTERNATE STRATEGY
3 YEAR LONG TERM OBJECTIVE
IMPLEMENTATION
APPENDIX
PORTER MODEL
FINANCIAL STATEMENTS
RATIO ANALYSIS
3 YEAR TREND ANALYSIS
E XECUTIVE S UMMARY

This report contains the complete industry & company analysis, which define the Coca Cola Company’s presence in the Brazilian market, and the issues faced by them in Brazil. Some of the major issue faced by Coca Cola are; Company is facing Strong competition from Tubainas so their Market share is decreasing due to increase in Tubainas, and their regional presence at low cost.

Company is facing Decrease in its Profitability By its decision of price cut to compete with Tubainas who are low priced. Company has used many new expensive strategies to improve its operations and undercut competitor’s products, which caused greater reduction in profits.

Company is also facing unfair competition from illegal and non tax paying companies. In Brazil many companies...