Coca Cola 5 Porters forces

porter five forces coca cola

In the food and drink industry, Coca Cola In Vietnam owes the biggest share of market needing greater number of supply chains. Any of the supplier has never expressed any complain about cost and the bargaining power is likewise low. In response, Coca Cola In Vietnam has also been concerned for its providers as it believes in long-lasting relations. Coca-Cola’s existing stills portfolio is substantial with fourteen still products that generate more than $1 billion in annual sales, however Coca-Cola has only 18.1% of market share (Maloney& Steele, 2017). Another driver of sales for Coca-Cola’s stills portfolio is the growth of the overall stills market.

porter five forces coca cola

Coca-Cola is an organization that continuously seeks outside growth by partnering with businesses in key categories. In 2015, Coca-Cola joined forces with Keurig to offer new hot and cold teas to the still beverage market .

Why Porter Five Forces analysis is important for Coca-Cola European?

However, despite its global corporate presence, large scale of operations and established market of loyal customers, as any business it has a potential for improvement and further development. The growing awareness of health-consciousness across most consumer demographics becomes more apparent every year and local brands grow in popularity. The difference in market shares is so overwhelming, that these emerging competitors do not pose a significant threat to Coca-Cola’s prosperity at present. Nevertheless, it is crucial for the company’s management to regularly conduct Porter’s Five Forces analysis and SWOT analysis. Local substitutes for the markets outside of the United States remain one of the most significant threats for Coca-Cola.

As Coca-Cola has a longer history, it is advertised in a more classical approach while Pepsi tried to attract younger generation by using pop stars as brand ambassadors. Currently Coca-Cola slightly topped Pepsi as the possessor of the most U.S market share. There are other soda brands in the market that become popular, like Dr. Pepper, because of their unique flavors. The SWOT analysis is the business tool that is widely utilized by organizations in their strategic planning. The abbreviation stands for strengths, weaknesses, opportunities and threats and the framework itself deals combines the examination of internal and external positives and negatives for the firm.

Bargaining Power of Buyers

Without threats from new entrants and rivals, Coca-Cola can take the opportunity to penetrate new markets and increase its market share. It can produce bottled water, health drinks, and snacks and use them as an opportunity to counter the threat from substitutes. The company can use its technological strength to launch intensified marketing strategy in potential markets.

Based on this component of the Five Forces analysis, the external factors make the strong threat of substitution a priority issue facing PepsiCo. Most of the raw materials desirable to manufacture soft drink are basic merchandise such as flavor, color, caffeine, sugar, and packaging etc. The suppliers of these commodities have no bargaining power over the pricing due to which the suppliers in soft drink industry are relatively weak. Bottlers purchase concentrate, add carbonated water and high-fructose corn syrup, bottle the resulting CSD product and deliver it to customer accounts. The bottling process is a capital-intensive and involve high-speed production line that are interchangeable only for products of similar type and packages of similar size. Companies like Coke and Pepsi have franchisee agreements with their existing bottlers which prohibit them from taking on new competing brands for similar products. The company experiences low pressure in terms of its individual customers’ bargaining power.


Porter’s framework allows the company to dissect the factors that shape the areas and intensity of its competition. The following sub-sections of the analysis are dedicated to examining Coca-Cola’s position in relation to each of the five forces. PepsiCo’s global success is linked to its business capabilities, especially in overcoming the challenges shown in this Five Forces analysis. Michael Porter developed the Five Forces analysis model to determine the most significant external factors that influence firms. For PepsiCo to maintain its market position as the second biggest food-and-beverage company in the world, it must address the potential problems identified in this Five Forces analysis.

porter five forces coca cola

The soft drinks business will not see growth in near future, with the smoothie and bottled water sectors mainly hit by a decline in 2008, and across all sectors volume declined by 1.1 percent. 1 Porter’s five forces analysis on Coca-Cola company Students name Institution Instructor Course Date 2 Introduction Coca-Cola is an American-based multinational beverage company. Pharmacist, John Pemberton invented Coca-Cola in 1886, but it was officially founded in 1892 in its current capital Atlanta, Georgia. Pemberton invention of Coca-Cola drink was to be medicinal beverage for relieving ailments such as headache. In 1889 Griggs Candler purchased the Coca-Cola formula and brand and formed a Coca-Cola company in 1892.

Porters Five-Force Model

Attractiveness in this framework refers to the generally overall industry profitability. An “unattractiveness” in industry is one in which the mixture of these five forces proceed to constrain behind overall profitability. An extremely unattractive industry would be one moving toward “pure competition”, in which existing profits for all companies are moving down to zero.

  • Business organizations that order Coca-Cola products daily have higher bargaining power.
  • This segment is tremendously fragmented and has no bargaining power due to which it has to pay superior prices.
  • Bottlers purchase concentrate, add carbonated water and high-fructose corn syrup, bottle the resulting CSD product and deliver it to customer accounts.
  • There is no denying that Coca Cola has succeeded remarkably in differentiating its products.
  • However, if you have more options, it will be easy to switch to a less expensive supplier.
  • Coca-Cola depends on third-party partnerships, from suppliers, wholesalers, temporary workers, and independent operations.

For the company to maintain its position in the market, the management should consider constructing depots in various parts of the world. To ensure that not only people in the United States but all over the world, people can access their services first hand. This motivates customers as they are guaranteed to purchase original products from the producer at the comfort of their country (Gill et al.2017). In this way the company will have strategized to sustain competition in the market and maximize its profits. This is determined by the way your suppliers can raise their prices quickly.

To minimize threats, the company can exploit the above opportunities to increase its market presence and brand loyalty in new markets, especially the developing countries. Coca-Cola Company has been commanding the lead in the soft-drinks industry. As a result, it has managed to win a huge brand loyalty among billions of porter five forces coca cola its customers. To evaluate the company’s competitive position in the market, models such as Porter’s Five Forces, PEST Analysis and SWOT are used. Although Coca-Cola is still the best brand, several issues such as scarcity of water, product diversification, and promotion of health drinks could affect its performance.

porter five forces coca cola

There are several juices and other kinds of hot and cold beverages as well as energy drinks in the global market. Apart from it, the quality of the substitute products is also generally good. When you think of the competitors of Coca Cola, the first name that comes to mind is Pepsi and these 2 companies have been in competition since the late 19th century. Their key products are very similar in both taste and looks, but there are some key differences as well. Competitive rivalry is the competitiveness of the rivals currently present in the market and their advantages over one another. One of the critical advantages of Pepsi over Coca Cola is that they also own several salty snacks brands such as Doritos and Lays, Coca Cola on the other hand, has stuck to beverages.

These external factors weaken suppliers’ influence on the company even though some of them are moderately sized or large firms. This component of the Five Forces analysis indicates that suppliers’ bargaining power are a low priority for PepsiCo. The risk of entry for the company Pepsi in the market is of the raising competition level. On analyzing the case we will seek to look at two relevant barriers to entry; namely, product differentiation and economies of scale. However, looking beyond your competitors’ actions and observing other factors that could What is bookkeeping possibly impact the business environment is also a crucial part of winning the competition.

Bargaining power of suppliers:

Therefore, the following recommendations have been identified as strategic opportunities for the organization. The economic effects of the Coca-Cola System are essentially more noteworthy than the profits that the organization presents. The organization contributes to the economic stability by employing local people from each community, paying expenses to governments, paying suppliers for products, and by supporting local community programs. Putting the consumer first, starts with rethinking some of the company’s beverage recipes to reduce sugar, and investing to make the next generation of zero-calorie sweeteners. The goal is to give people the low and no-sugar drinks they want without having to give up the great tastes they know and love . However, in April 2017, prior to the leadership transition, the unfortunate decision was made to eliminate 20% of their corporate staff (Maloney & Steele, 2017). Mr. Quincey, wants to continue to maintain its stance in the marketplace, by focusing on building a portfolio of “consumer-centric brands” (The Coca-Cola Company, 2017).

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