Simultaneous estimation of Difluprednate and Moxifloxacin in
Ophthalmic formulation by Chromatographic methods
1M.E-COMPUTER ENGINEERING
GUJARAT TECHNOLOGICAL UNIVERSITY
BIRLA VISHVAKARMA MAHAVIDHYALAYAPREPAIRED BY:MOHIT
Y.SURATI(140080702019)M.E-COMPUTER ENGINEERINGB.V.M. ENGINEERING
COLLEGEVALLABH VIDHYANAGARUNDER GUIDANCE OF:PROF.
J.R.PITRODAASSISTANT PROFESSOR & RESEARCH SCHOLARCIVIL
ENGINEERING DEPARTMENTB.V.M. ENGINEERING COLLEGEVALLABH
VIDHYANAGARGLOBAL BUSINESS STRATEGYSTRATEGIC MANAGEMENT
(2721407)
REVIEW PRESENTATION OF PAPER (RP)
UNDER GUIDANCE OF:PROF. J.J.BHAVSARASSOCIATE PROFESSOR CIVIL
ENGINEERING DEPARTMENTB.V.M. ENGINEERING COLLEGEVALLABH
VIDHYANAGAR
2Author Name (YEAR), GLOBAL BUSINESS STRATEGY, Journal Full Name
(SHORT NAME), VOL:1, ISSUE:2, PP:12-18.PAPER-1
TABLE OF CONTENTSAbstract.Introduction to COCA-COLA Company
& Overview.PESTEL Analysis. PESTEL Analysis for COCA-COLA
Company.SWOT Analysis.SWOT Analysis for COCA-COLA
Company.Globalization,Brief History Of Globalization.Extent Of
Globalization For COCA-COLA Company.Challenges Of
Globalization.Structure Of COCA-COLA
Company.Conclusion.References.
3
ABSTRACT
This paper focuses on Global Business Strategy of Coca-Cola
Company.
The first part of the paper concentrate on the Internal &
External Analysis of the company in the international business
environment.
The second part of the paper concentrate on issues like
Globalization & its Challenges of organisations with regards to
moral and ethical issues, & the conflicts between them.4
INTRODUCTION & COCA-COLA Companys OverviewAccording to a
report by United State Securities and Exchange Commission (2006)
the Coca-Cola Company was established in Atlanta, Georgia, in the
year 1886.
The company is considered to be the world number one
non-alcoholic beverages company, leading in manufacturing,
marketing and distribution of its product.
Coca-Cola Company produces a wide range of about 500 different
beverage brands across the world. 5
In the late 1920s the company begins its journey for
globalisation and presently operating in more than 200 countries
following a simple global formula Provide a moment of refreshment
for a small amount of money a million times a day.
The Coca-Cola Company together with the bottling companies forms
The best production and distribution system in the world, the
system is designed in such a way that employees dedicated and put
the companys objectives as their number one priority.
Products of this company have proven to be the number one soft
drink from Moscow to Montreal and from Beijing to Boston all over
the world for more than 115 years of its existence.
One of the key objective of the company is To increase its
market share-value, which was achieved by operating with associates
with the aim of satisfying customers and valuing customers interest
as well as protecting companys assets.6
PESTL ANALYSIS PESTL analysis is an mnemonic meaning Political,
Economical, Social, Technological and Legal.
It is often use as a tool by companies to analyze the whole
EXTERNAL environment from every angle the company is operating
under.
Although Coca-Cola Company is the world leading non-alcoholic
beverages company in the world, its still needs to undertake PESTL
analysis to know more about its external environment, precisely the
opportunities out there and its competitors.
7
The Political factors establish the extent as to which The
serving political policies and rules influence the economy or
rather the business organisation. This policies and rules include,
how much tax is impose, trade tariffs etc.
The economic factors are the determinants of Economic
Performance that impact the company in one way or the other,
factors such as interest rate, inflation rate, foreign exchange
rate and economic growth.
The social factors comprises of environmental trends, which
includes cultural trends, population analytics, seasonal trends
etc. For example, in the western countries there is high demand of
things during holiday seasons. 8
The Technological factors includes Innovations &
technological development that affect the organisational
performance in either in positive or negative way. This can be in
form of automation of some organisational.
The Legal factors involves both Internal & external segment
of the organisation, internal in the sense that the organisation
develop some inside laws and regulations to maintain its operations
and dealings while external in the case where certain law, policies
and regulations are imposed to the company by government or
regulatory agency.9
PESTL ANALYSIS FOR THE COCA-COLA COMPANYPOLITICAL :
Political changes in accordance with the ruling government,
changes that has to do with Government regulations & policies
as to how a companies should operate and as to how the products
should be.
By setting up those rules and regulations the government
intervene with the companys decisions because the board have to
make sure in every decision that is being made, those rules and
regulations must in no circumstance be violated.
10
The Coca-Cola Company being a non-alcoholic beverages company
falls in the category of what is known as the Food and Drug
Administration (FDA) .
FDA is a Globally recognized agency originated from the United
State of America to monitor and verify ingredients that are being
used in manufacturing non-alcoholic products.
The Coca-Cola company cautiously examine their ingredients to
meet up requirements of the FDA before presenting it for
approval.
Other political factors includes income tax, import and export
regulations and the uncertainty of political crisis. Political
crisis can be in form of protest, which might affect the demand of
products, as well as political violence.
11
ECONOMICAL :
Economical factors, which companies uses in forecasting future
decisions on investment. These includes interest rate, inflation,
standard of living, wages, exchange rate, unemployment rate and the
overall economic growth of the country.
These economical factors differs in each of the operating
countries, which is why before a company venture any country it has
to comprehensively analysed the economy of the country.
Economic growth of a country gives a company a glimpse of high
purchasing-power, this is what most marketers use in penetrating
the market. Coca-Cola Company uses this tool to market their
product across the world, which brought about the 63 different
types of currency being used by the company.
12
However, due to constant fluctuation on exchange rate strong or
weak currency are some of the determinants of exporting product
world wide which is very important as the company generate 72% of
its operating profit outside the United State.
Furthermore, another major economical tool is the interest rate
imposed on borrowed money. Changes in interest rate affect the
financial status of a company and further investments as it
increase total cost, the Coca-Cola company manage to cope with
interest rate fluctuation by implementing a derivative
instrument.
In the case of inflation, the Coca-Cola Company sort their
employees with higher wages and salaries in countries with high
inflation rate so as to enable them cope with the situation. This
increase in wages increase product cost and couldnt be reflected on
the product price due to competition and risk of the market.
13
SOCIAL :
The social factors have to do with peoples cultures, traditions,
health perception, safety majors, population growth and new trends
among the population. A company is not expected to change the
social factors but rather, to adapt and adjust to suit these social
factors.
This is a very important section as regards to a company like
Coca-Cola that has a direct link to the customers, companies of
this nature are considered to be B2C.
Countries are diversify in terms of culture and tradition, this
element have to be absolutely analyse before introducing marketing
and introducing products.
Coca-Cola Company has about 3300+ different products, in
penetrating new market after intensive market analysis the Company
start by introducing few of their products based on the social
factors .
14
Consumers and Government are very cautious on the issue of
health and safety, in beverages industries obesity is the most
common concern of the general public. This concern is mostly raised
by younger generations so as to maintain good physique.
This is one threat that the management was able to turn into
opportunity by introducing dietary products such as Coca-Cola Zero,
Light Coke and Diet Coke.
In a non-alcoholic beverages company, most of the market share
comes from youth and children, which is why population growth is
being given high emphasis in market analysis and being one of the
major factor of social analysis. 15
TECHNOLOGY :
Technology plays several functions in beverages industry as with
the manufacturing new products, packaging product and distribution
of products.
Coca-Cola Company rely on its bottling partner for packaging,
83% of case volume produce across the world is being manufactured
by bottling partners which the company dont have total control
power over.
This is why its essential for the company to keep a healthy
relationship not just with its bottling company but within and
outside the entire departments companies involve.
The availability of different Coca-Cola packaging has everything
to do with the advancement in technology, this let to the
production of some stylish non-refillable bottles and cans, which
are trending among youth and attractive to children.
16
LEGAL :
Legal laws includes, employment law, antitrust law, customer
law, health and safety law and discrimination law to mention
few.
Various acts and regulations exist in the United State of
America some of which includes Federal Food Act, Federal Trade
Commission Act, Drug and Cosmetic Act, health and safely Act.
Apart from the upper mentioned Acts several environmental
regulations are being implemented within the State some of which
include, regulations on advertising, sales and production.
Slight alteration in either of the laws, regulations or act
could yield to positive or negative impact on the company.
17
SWOT ANALYSIS According to Berry (2014) SWOT is mnemonic
representing Strengths, Weaknesses, Opportunities and Threats which
are considers to be internal and external factors some of which the
company has control over and some of which it has no control
over.
This analysis is been used as a tool of auditing of generally
strategic position of an organization.
18
The Factors for SWOT :
Strengths:These are qualities of an organization that facilitate
that support the organization to achieve its mission.
These qualities could be what the organization is versed on or
expertise on, these includes individual and team quality of
employee, the diverse qualities that distinguished the organization
from its competitors. Strengths of an organization can be on its
brand, financial resource etc.
Weaknesses:
It regards to the attributes the prevent an organization from
achieving its mission or operating effectively, these weaknesses
hinder the growth and success of the organization. Weaknesses
include poor machinery, ineffective decision-making, deficient
research and development capability etc.
19
Opportunities:
It is usually presented by the external environment within which
the organization operates to take advantage of, when opportunities
arise its expected for an organization to strategized on how to
take advantage of it be its in profitability, brand, customer
loyalty, product/service recognition, penetrating new market
etc.
Threats:
This are attributes presented by external environment,
attributes that have the tendency of jeopardizing the organization.
This are sometimes being mistaken for weakness, but threats are
external while weakness are internal within the organization
example of which includes technological changes, increase in
competition etc.
20
SWOT ANALYSIS FOR COCA-COLA COMPANYJurevicius (2013) in a site
conducted a detailed SWOT analysis of the Coca-Cola Company using
so many factual statistics and evidences in validating the
analysis.
SWOT analysis comprises of Strengths, weakness, opportunity and
threats, where the strengths and weakness are considered to be
internal factors while the opportunities and threats are the
external factors influencing the company. 21
STRENGTHSWorlds foremost brand:
Coca-Cola as a brand is consider to be the global leading brand,
in the year 2006 an international branding consulting firm ranked
Coca-Cola number one brand on the hierarch of top 100 global brand
in the same year week-inter-brand valued the brand at
$67,000,000.
The brand is ranked far above it competitors in the beverages
industry, the brand following it in the beverages industry is Pepsi
which was ranked number 22 with brand value of $12,690,000.
Moreover, aside from being the number one brand, it owns the top
four beverages brand in the world that include Fanta, Sprite,
Coca-Cola, and Diet Coke. This is why the Coca-Cola brand posses
the largest portfolio of product brand in the beverages
industry.
This advantage is what the company look at in introducing new
brand example of which are Vanilla Coke, Cherry Coke, and Limon
Coke. Coca-Cola Company heavily invest in promoting the brand over
the years, this is one major advantage the Company uses in
penetrating new market.
22
Large Scale Of Operation:
In the whole world Coca-Cola Company is the largest beverages
company operating with more than $24 000,000,000 (twenty four
billion USD), it manufacture, market and distributes its product in
more than 200 countries with approximately 52,000,000,000 (fifty
two billon) consumed everyday.
The company account for more than 1.4 billion USD in beverages
bearing trademarks. These operations are being supported by strong
infrastructures with 32 high standard manufacturing plants
distributed across the world along with 95 bottling and canning
plants outside the United State.
In addition the company also produce bottle water and
concentrates juice. This advantage enable the company to be able to
meet up to its high demands of products as well as increase the
companys revenue.
23
Vigorous revenue growth:
Coca-Cola Companys revenues double it growth in Latin America,
Pacific Rim and East, South Asia.
In the year 2006 its recorded revenue grew by 20.4% in Latin
America, and grew by 10.6% in East/South Asia and Pacific Rim.
Furthermore, the bottling company accounted for 34.8% of revenue
generated during the fiscal year 2006.
This vigorous raise in revenue in those segments contributed
effectively in the overall growth of the Company during the
year.
24
WEAKNESSNegative Publicity:
The Company has been allege to various unethical related issues
which prompt lawsuits against the Company on issues of human right
violations, there have been rapid allegations raised concerning the
Middle East and U.S foreign policy over the years.
In the year 2006, the company received negative publicity
concerning ingredients used for producing its products by CSE
(centre for Science and Environment). The products where asserted
to contain pesticide residue.
The President/CEO of Coca-Cola Company Mr. Muhtar Kent received
a note on the 10th of December 2008 from FDA warning him about some
of its product that are violating the Act. Products include Diet
Coke, Plus, 20FL and OZ.
Furthermore, Coca-Cola Company has been suit by United State
Consumer Group I early January 2009 against the companys flavours
for Vitamins Water.
25
Slow performance in some regions:
In North America Coca-Cola Company generate about 30% of it
total revenue during the fiscal year 2006, this significantly shows
how important this region is to total revenue growth of the
Company.
Prior to this study estimate a weak market performance in this
region due to weak trends of sparkling beverages in the region,
where the company recorded a decrease supply in companys
warehouse.
Slow performance in this region will defiantly impact the
company negatively in terms of revenue growth and hinder the
company in entering the top growth list of companies.
26
Decline liquidity from operating activities:
As recorded in the companys annual report, there is a clear
declination in cash flow from operating activities in the year
2006. Comparing it to the preceding year in 2006 the operating
activities cash-flow decrease by 7%.
Total cash flow generated in the year 2005 is recorded to be
$6,423,000 which decrease to $5,957,000 in the year 2006. The
decrease of $216,000,000 is as a result of tax-qualified trust,
which is set up to promote and fund retiree medical sector.
However, the decrease is also as a result of positive marketing
strategy in the year 2005, which was lacked in 2006.
27
OPPORTUNITIESAcquisitions:
In the year 2006 Coca-Cola Company acquired Kerry Beverages
(KBL) this made it possible for the company to take control over
manufacturing and distributing its product across Chinese provinces
operating in form of join ventures.
Likewise in Germany Apollinaris was acquired, a company that is
engage in sparkling and mineral water. More also the company owns
100% interest in South African company named TJC Holdings, more
acquisitions where made in Australia and New Zealand in the year
2006.
This acquisition did not only expand the companys revenue but
rather strengthened the companys international operation, which is
an added advantage.
28
Emergence Of Water Bottle:
In beverage market today bottle water is the fastest growing
commodity study has showed that in the year 2006 bottle water
generated revenue of $15.6 billion.
This is due to increase in health concerns, in the years 2006
consumption of bottle water was estimated around 30 billion volume
of litres and statistics expect it to increase in 2010 by 38.6
billion unit.
The value of bottle water is estimated to reach $19.3 billion in
2010 while the revenue generated by the flavour (slightly sweetened
refreshing flavour) is annually increasing by $10 billion. In the
United State Coca-Cola bottle water Dasani brand is rated to be the
third best selling water.
29
Rapid Population Growth:
Rapid increase in Hispanic population across the United State is
an added prospect for the company to snatch so as to generate
higher revenue on products consumption.
In the year 2006 its confirmed that 11.6 million households in
United State are Hispanic, where at the same year census estimated
that Hispanic population will increase to more than 60 million by
2020.
Translating this to buying power, the Nielsen media proclaimed
Hispanic buying power will increase to $1 trillion by the year
2003.
30
THREATSHigh Competition:
Coca-Cola Company being among the non-alcoholic beverages find
its self in highly competitive position in various market within
the United State and outside.
PepsiCo is the major competing company to Coca-Cola Company;
other companies include Danone, Krafft Foods, Cadbury Schweppes,
and Nestle to mention few.
The presence of these competitors elevated the factors which
include issues of pricing, innovations, brand, advertising, sales
and protection. 31
Depedance On Bottling Company :
The Company generate lion share of it revenue through sales of
concentrates and syrups to many bottling companies of which the
Coca-Cola Company have no total control of.
It was approximated in 2006 that 83% of the total volume unit is
been produce and distributed by various bottling companied across
the world.
32
Health Cautiousness:
Health cautiousness is now becoming major concern among people.
In the United State of America people are searching for different
variety of non-alcoholic beverages and at the same time highly
cautious with carbonated and sweetened drinks are are align to
prompt a decline rate in consumption of those carbonated
drinks.
The general revenue generated in 2005 by carbonated drinks
decrease by about $63.9 billion USD. Beverages Company faces
criticism for promoting obesity and poor diet to their
consumers.
33
GLOABLIZATIONAs defined by McGrew (2014) in the general scale,
The way of eliminating the difference between different countries,
continent and economy so as to make it easier to trade and conduct
transactions within and between every nations there by putting the
whole world under the same umbrella is called GLOBALIZATION.
This process has been going on over a century particularly in
the 1945, but the process has been moving on a slow rate until in
the last 20 year when it became much more faster due to
development.34
BRIEF HISTORY OF GLOABLIZATIONAccording to James and Peck (1998)
Globalization started in the 17th century with the inventions of
new ships which gave Europeans avenue to trade with other centuries
on a large scale, comparing to agriculture trade was still a tiny
part of the economy as of then.
With the recent development and innovations in transport sector
such as rails, steam ships and Airplanes, shrinks the world and
make it more convenient and faster for people to travel across the
world and carry out trade, with the presence of the Internet it
makes it even much more easier to communicate internationally.
Decline in barriers to trade between different countries
increase international trade that makes the worlds GDP increasing
in a steady rate. 35
EXTENT OF GLOABLIZATION ON COCA-COLA COMPANYAccording to
Coca-Cola Companys report (2006) The name Coca-Cola is one of the
most popular brands in the world and the company is ranked the
largest company in beverages industry today.
This is so because the Coca-Cola Company continuer to gain
growth due to the prompt expanding across the world, the Company
operate presently in more than 200 countries with 84,000 suppliers
this makes 70% of the companys turn over to be from other foreign
country.
This is possible due to globalization; John Pemberton founds the
company in the 1880s in United State of America with a good
reputation of consistency and high quality.
36
The Coca-Cola Company focus and meets those requests with a
brand name Coca-Cola and a red and white attractive 21 package with
a uniform taste of product across the country, this became some of
the foundation strategy of the company.
Globalization in Coca-Cola Company started in the 1900s when
bottling plants where built in Panama and Cuba as military spread
through those regions, this spread prompt the rise in demand of the
product.
These plants reduced the shipping cost of the product in these
regions, the success of these plants swift the Company to build
many more across which includes Hawaii, Puerto Rico and
Philippines.
By the year 1926 the Company established a strong foreign
relationship with other countries around the world, this gave the
company a chance to continue on its quest of rapid expansion and
mass production.
37
CHALLENGES OF GLOABLIZATIONThe road to success has never been
smooth and easy. For Coca-Cola Company the phrase seems perfectly
matched, the Company faced a lot of challenges in some countries as
it was trying to globalize.
Some countries prohibited the used of Coca-Cola products with
the assertion that the products are health threatening and cheering
obesity.
Aside from these assertions so many suits had been filed against
the Coca-Cola Company with the allegation of child labour
sweatshops. Other countries suits the Company for being selective
in providing healthcare to their workers.
Another major challenged faced by the Company was the
infiltration of the beverages market by other strong Companies such
as Pepsico.
38
However, upon the above mentioned challenges, the Coca-Cola
Company remain strong and overcome the obstacles by focusing on its
mission to provide good quality, satisfying and refreshing products
to their customers.
The Coca-Cola Company uses a strategy of uniform tastes, which
is been achieved by ensuring strict control of recipes and
facilities.
This strategy really helped the Company in overcoming some of
the challenges and the Companys number one goal to be the number
one beverages company in the world. 39
STRUCTURE OF COCA-COLA COMPANYThe Coca-Cola company has a
similar organisational structure with a distinct international
division which is in the head office commanding the five
continental divisions around the world.
This includes Eurasia and Africa Group, Pacific Group, Europe
Group, North America Group and South America Group.
Each of those continental groups has a vice president that
assumes the control of each sub-division.
The companys structure is uniformly irrespective of region or
country of operations with rigid command of operations control from
the head office. 40
CONCLUSIONThe report commenced with a brief introduction of
Coca-Cola Company with a detailed analysis of the international
market of its products.
PESTL and SWOT analysis was being conducted to identify
potential segments the management needs to focus on in order to
achieve its objectives.
The report also examines the global position and structure of
the company. Although there were some limitations and challenges
being faced by the company, it still maintained its position due to
its Brand.
It is clear that customers are being regards as the number one
factors to be considers in operating under international or local
level. Hence, for any company or organization to endure its market
competition they need to put in their best in given customers what
the desired because customers are no longer loyal. 41
REFERENCES
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