An investigation in formalizing customer perceptions, attitudes towards an overseas brand such as coca cola in Pakistan.

Authors Avatar

       SUBMITTED TO: DAVID CAPPER

       SUBMITTED BY: S K

              PURPOSAL: RESEARCH METHODOLGY

STUDENT NUMBER: 2525852

Abstract:

An investigation in formalizing customer perceptions, attitudes towards an overseas brand such as coca cola in Pakistan.

 Company contextual background:

History:

Coca-Cola is one of the most recognizable brands on the planet, and also one of the world’s largest corporations. The company’s profits amounted to just under $15 billion in 2005, which is more than an yearly budget of a 3rd world country, while its market value is calculated at over $100 billion. Worldwide, more than one billion cans or bottles of Cola-Cola are consumed every day – or 12,500 every second.

"Coca-Cola came to Pakistan in 1953. Initially it was a different structure, now it is an altogether new structure. In the start we had franchise bottling system in Pakistan. In 1996 the company decided to come to Pakistan and take over the bottling system. The process is now complete. All the plants are now owned and operated by the Coca-Cola Company in Pakistan, by the name of Coca-Cola Beverage Pakistan Limited."
Source:  
 2006-04-17

The Coca-Cola venture began in 1886 when the Coca-Cola syrup was mixed with carbonated water in a pharmacy in the US city of Atlanta, Georgia. Coca-Cola still has its headquarters in Atlanta, but now operates in almost every country in the world. It is also

aiming to expand across the emerging markets of developing countries: Coca-Cola has invested more than $1 billion in India, and has already cornered around 50% of the  country’s soft drinks market.

.

Management structure in the organization:

  Corporate segment consists of nine functions: Corporate External Affairs; Customer Management; Finance; Human Resources; Innovation/Research and Development; Legal; Marketing; Quality; and Worldwide Public Affairs and Communications.

The Executive Committee of The Coca-Cola Company is responsible for setting policy and establishing strategic direction for the Company. The Executive Committee consists of 12 Company officers.

Douglas N. Draft

Chairman, Board of Directors, and Chief Executive Officer

 

Steven J. Heyer

President and Chief Operating Officer

 

Alexander R.C. Allan

Executive Vice President; President and Chief Operating Officer, Europe, Eurasia and Middle East

 

Alexander B. Cummins

Executive Vice President; President and Chief Operating Officer, Africa

 

J. Alexander M. Douglas Jr

Senior Vice President and Chief Customer Officer

 

 

Executive Vice President and Chief Financial Officer

Gary P. Farayd

 

Executive Vice President; President and Chief Operating Officer, Asia

Join now!

Mary E. Minnick

 

Senior Vice President and Chief Marketing Officer

Daniel P. Palumbo

 

Executive Vice President, General Counsel and Secretary

Deval L. Patrick

Jose Octavio Reyes

Executive Vice President; President and Chief Operating Officer, Latin America

 

Danny L. Strickland

Senior Vice President and Chief Innovation/Research and Development Officer

 

Clyde C. Tuggle

Senior Vice President, Worldwide Public Affairs and Communications

Current size and structure:

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  actively cultivates ...

This is a preview of the whole essay