Strategic Management Practice - Coca-Cola Company - Case Study Example

Strategic Management Practice Table of Contents 4 Introduction 5 Company Background Information 5 Strategic Management Practice Introduction6 Internal and External Environment Analysis 6 External Environment Analysis 7 PEST Analysis 7 Porter’s Five Force Analysis 9 Competitive Advantage 11 Internal Environment Analysis 12 Organizational Resources 12 Core Competencies 13 Summary of Internal and External Analysis 14 SWOT Analysis 14 Strategic Issues 16 Stakeholder Mapping 16 Stakeholder Issues 17 Other Issues 17 Strategic Goals 18 Strategy and Recommendations 20 Porter’s Generic Strategy 20 Decentralized Decision making process 22 Conclusion 23 References 26 Appendix 29 Abstract This report will highlight the strategic management practices of the Coca Cola Company. Being one of the leading soft drink manufacturers, the management of the organization has developed and implemented several strategies in business operation process. However, the organization is suffering from several types of environmental issues that are distressing the brand image and business performance of the organization. This report will analyze those issues in order to enhance effective strategy development process. Few strategic goals have been developed for the company to mitigate those risks. Several important strategies, such as Porter’s generic strategy and decentralized decision making strategy have been recommended to the Coca Cola Company in order to overcome the ongoing issues. Introduction Several multinational organizations are desperately trying to increase competitive edge in global business environment through the implementation of competitive business strategies. This aspect has made business environment more saturated and competitive (Augen, 2008). Presence of several leading organizations, such as The Coca Cola Company and PepsiCo has increased the degree of industry rivalry of global soft drink industry. This part will introduce The Coca Cola Company and provide some important facts on strategic management practices. Company Background Information The Coca Cola Company is a popular and renowned multinational carbonated soft drink manufacturers and distributors based in US. The organization started its journey in the year 1886 (Collins & Shemko, 2009). The organization is regarded as one of the leading multinational corporations due to some important reasons, such as constant product differentiation, aggressive global expansion and business diversification. In addition to this, the Coca Cola Company is the largest employer within the global soft drink industry. The organization has its business presence in more than 200 countries across the globe (Dibb, 2012). The organization has effectively segmented its product portfolios in different aspects, such as carbonated soft-drinks, health drinks, fruit drinks and energy drinks. The Coca Cola Company has adopted several business level as well as corporate level strategies in its business operation process due to growing competition in global market place. Eventually, implementation of these strategies helped the organization to record an impressive global market share (Ferrell & Hartline, 2010). Despite the implementation of several strategies, the organization faced several issues in recent past that affected the business performance and brand image of the organization. However, the Coca Cola Company became the most valuable brand around the globe in the year 2011 based on the survey initiated by Interbrand (Hall, 2007). Strategic Management Practice Introduction Each and every organization tries to gain potential competitive advantages over its competitors due to growing competition in contemporary global business environment. Several internal and external environmental issues can affect the business performance of an organization. Internal issues may include issues related to the business operation resources and external issues may include issues related to the external environmental challenges, such as market competition and macro environmental challenges (Hill, 2009). Organizations generally develop strategies to overcome these internal and external environmental issues in order to enhance positive business outcome. These approaches are considered as strategic management practices of the organizations. It is true that, management of the organizations need to consider several aspects of global business environment and internal organizational issues in developing future business operation strategies (Jeannet, 2005). This strategic management report has analyzed both internal and external environment in order to determine possible strategic issues of Coca Cola Company. The study has provided recommendations and action plans based on the analysis in order to overcome the issues, which may impact The Coca Cola Company’s business profitability in future. Internal and External Environment Analysis This part of the report will conduct external and internal business environment analysis of the Coca Cola Company. External Environment Analysis The Coca Cola has secured its leading market position in the soft drink industry around the world. The management of this organization should consider the significance of the implication of PEST analysis as it will help the organization to identify the nature of external environmental factors (Kotler & Armstrong, 2011). Implementation of PEST analysis and Porter’s Five Force analysis will help the organization to develop better strategies in near future. PEST Analysis This PEST analysis will help The Coca Cola Company’s strategy developers to identify the impact of political, social, technological and economic factors on business performance (Figure 1: Appendix). Political Global political environment is slightly challenging for the Coca Cola Company. Recently, the organization faced issues related to the quality of the carbonated soft drinks. Presence of havoc amount of pesticides and calories in the products is affecting the health of consumers (Lamb, 2010). Moreover, the organization has also faced legal issues related to the employee management process in global market places. These issues have forced government of several countries to take legal action against the management of the organization. In addition to this, these issues have critically affected The Coca Cola Company’s brand image and business profitability globally. Economic Recession and European financial crisis hampered the economic environment of the world. Inadequate purchasing power and insufficient disposable income of consumers are more important costs of this economic slowdown. Soft drinks cannot be considered as necessary goods for human beings. Therefore, people tried to avoid the consumption of these types of optional products in order to support their affected purchasing power (Lencoini, 2012). This aspect has affected the sales growth rate of the entire industry. Therefore, it is clear that inadequate economic environment may pose real threat for The Coca Cola Company. Social Social demand for health soft drinks including fruit juices and low calorie energy drink is significantly increasing among the people around the globe. Recent quality control issues in the carbonated soft drinks affected the health of common people. Overweight, diabetes and high calories are the consequences of the havoc consumption of the carbonated soft drink. Therefore, the demand for alternative soft drink product is effectively increasing among people (Ma, 2014). Looking into this aspect, it can be stated that social environment is slightly unfavourable for the Coca Cola Company in global market place. Technological Technological environment is favourable for the Coca Cola Company in global market place. The organization looks to expand its business operation practices either in technologically developed or in technologically developing countries in which the organization may get support of advanced technological resources for production and distribution process of the products (Marquardt, 2013). Moreover, recent technological revolution is providing significant opportunities for the marketers to enhance its business operation process. Looking into these aspects, it can be stated that the organization can capitalize on the potential business opportunities in near future developed by technological advancement. Porter’s Five Force Analysis Five forces model of Porter is a significant systematic marketing tool that identifies nature of competitive factors in a particular business environment (Mccalley, 2002). Following analysis will decide the effect of market competitive aspects on the business operation process of the Coca Cola Company in global market place (Figure 2: Appendix). Buyer’ Power It is true that global soft drink industry is becoming highly competitive. Moreover, the inadequate global economic environment has affected the purchasing power of common people. Therefore, consumers are trying to consume high quality soft drink products at economic price level in order to back their affected purchasing power (Midler, 2010). Moreover, social need for high quality and healthy soft drink is increasing the threat of buyers’ bargaining power for the Coca Cola Company. Supplier’s Power The Coca Cola Company has developed its own supply chain and distribution channel in each and every operating market. Therefore, this specific strategy has helped the organization to reduce external business operation cost (NG, 2014). It is true that, external supply chain and distribution channel increases business operation cost, which impacts on revenue generation. On the other hand, too much completion among suppliers and availability of sufficient numbers of supplier channel has reduced the threat of the bargaining power of suppliers for the organizations within soft drink manufacturing and distribution industry. Looking into this aspect, it can be stated that the threat of bargaining power of suppliers is limited for the Coca Cola Company. Substitute’s Threat It is known to all that demand for health soft drinks including fruit juices and energy drink is significantly increasing among the target customers. Therefore, manufacturers of the substitute products of carbonates soft drinks are trying to capitalize on this potential opportunity in order to increase market share and business revenue (Pride and Ferrell, 2014). Issues related to the quality of carbonated soft drinks affected the brand image of the Coca Cola Company. On the other hand demand for substitute products are increasing threat for the Coca Cola Company. New Entrant’s Threat It is clear that global soft drink business has become extremely aggressive sue to presence of several competent brands, such as The Coca Cola Company and PepsiCo. On the other hand, the organizations have to follow several international business regulations in order to enhance sustainable business operation practices. Therefore, the market entry for the new ventures is difficult. In addition to this, high market entry cost and several strict legal entry barriers may affect the business revenue growth rate for the new players during the initial stages (Ruder, 2008). Therefore, it is true that, new entrants are posing avoidable threats to The Coca Cola Company Degree of Industry Rivalry Global soft drink industry is becoming extremely unpredictable and volatile due to existence of several competitive companies. The Coca Cola Company and PepsiCo are leading this global industry. On the other hand, several regional brands are also posing real threat to the market leaders. Each and every organization is developing and applying effective strategies in business processes to get customer preferences and possible core competencies (Shavinina, 2003). Considering these facts, it is clear that threat of industry competition is huge for the Coca Cola Company in global market place. Competitive Advantage Considering the above PEST analysis, it can be mentioned that that social and technological environment is favourable for the Coca Cola Company. It is true that social demand for healthy soft drinks and energy drinks is increasing significantly among the target customers. Looking into this aspect, several organizations within the industry are offering products of these segments in order to enhance market demand and customer satisfaction (Smith, 2005). In addition to this, the Coca Cola Company are also offering these types of products in market places in order to meet social demand of people. In terms of technological environment, it is true that management of the Coca Cola Company always tries to use advanced technological resources in business operation process in order to ensure effective business operation process. The organization generally focuses on technologically developed and developing countries in order to expand its business operation process. Recent technological advancement and globalization can help the management of the Coca Cola Company to focus on effective business opportunities to achieve impending business operation advantages in the global business environment (Stapleton, 2008). Internal Environment Analysis It is highly important for an organization to focus on internal environment analysis in order to determine internal strengths and weaknesses. This analysis generally helps an organization to develop effective business operation strategies in near future. Organizational Resources Organizational resources include financial resources, technological resources, manufacturing resources, marketing resources and distribution resources. It is clear to all the Coca Cola Company is leading the global soft drink industry due to effective capitalization of business resources. The Coca Cola Company can be considered as the largest employer within the global soft drink industry. The management of the organization always tries to recruit skilled and experienced employees for different departments within the organization. The organization also has the support of strong financial resources (Adrian, 2000). Effective revenue generation, significant profit maximization, strong global market share and constant support from shareholders are increasing the amount of financial resources of the organization. The organization has developed its own marketing and distribution channel. The management of The Coca Cola Company has succeeded to reduce overall business operation cost through the implication of this strategy. Last but not the least; the management of the organization always looks to use advanced technological resources in business operation process in order to enhance effective business operation practices. In terms of internal environmental issues, the organization is facing challenges related to the quality control of the products. Use of high calorie, sugar and pesticides is affecting the good health of the consumers. Recently, the organization has faced social and legal challenges in global market place due to these reasons. In addition to this, low employee motivation and self confidence also can be considered as the major weakness of the organization. The management of the organization generally implements centralized decision making process in global market place in order to keep control on each and every business operation activity of organization (Chaffey, 2008). Lack of stakeholder engagement and employee motivation is affecting the effectiveness of business operation process of the organization. Core Competencies It is clear from the above analysis that the Coca Cola Company avails several core competencies. Effective financial support from shareholders can be considered as one of the significant core competencies of the organization. This financial support is helping The Coca Cola Company to ensure strong and aggressive business expansion strategy in global market places. In this present era of business competition, The Coca Cola Company has developed huge shareholder and stakeholder base comparing to other market competitors. Aggressive business expansion in several global market places is increasing the global market share of the organization. This can be considered as another core competency of the company. Significant use of superior technological applications in functional process is enhancing the business performance of the organization. Looking into the social needs, the management of the organization has segmented its products in several aspects. In addition to this, the management of the company always tries to focus on entering developed or developing country in order to use the consumer market to enhance profit maximization. This differentiation and diversification strategy also can be considered as one of the significant strengths of the organization (Humby, 2007). Last but not the least; development of own distribution and marketing channel is helping the management of the organization to reduce overall business operation cost of the company. In addition to this, development of own distribution channel is helping the organization to monitor all the supply chain and distribution activities. These are Coca Cola Company’s major competencies. Summary of Internal and External Analysis It is clear from the above summary that the organization has several internal strengths as well as weaknesses. On the other hand, it is also clear that several external environmental challenges may affect the business performance of the Coca Cola Company in near future. Consideration of SWOT analysis will assist The Coca Cola Company to summarize internal potencies, flaws and outside risks, prospects of the Coca Cola Company. SWOT Analysis Following SWOT Table will record the external and internal facts about the Coca Cola Company. Strengths Strong brand name and high brand image are the major strengths of the organization. Effective business operation resources are enhancing the business operation process of the organization. Own marketing and distribution channel is helping the organization to reduce overall business operation cost. Presence of skilled and experienced employees can be considered as one of the major core competencies of the organization. Weaknesses Inadequate quality of carbonated soft drinks can be considered as the major weakness of the Coca Cola Company. Lack of stakeholder engagement is affecting the strategy development process of the organization. Lack of decentralized decision making process affecting the employee motivation and self-confidence aspect. Lack of bottom-up communication approach between employees and top level management is affecting organizational communication process. Opportunities The Coca Cola Company needs to focus on growing social demand of healthy soft drinks in global market places. The organization should try to implement cost-leadership strategy in business operation process in order to offer products at economic price level. Adoption of effective stakeholder engagement approach and centralized decision making process can help the organization to overcome current issues. Threats Intense market competition and high market saturation can affect the business growth rate of the Coca Cola Company in near future. Inadequate global economic environment and affected purchasing power of consumers can affect the sales growth rate of the organization. Strict legal policies and political issues may affect the global business expansion strategy of the Coca Cola Company. Strategic Issues It has been mentioned already that the Coca Cola Company is suffering from some strategic issues around the globe. These issues are mentioned below. Stakeholder Mapping Business owners and employees are important internal stakeholders. Alternatively, the customers, suppliers and government are the external stakeholders of the Coca Cola Company. Following stakeholder map will help the readers to determine the position of stakeholders. Stakeholder Issues The position and value of stakeholders can be identified from the above stakeholder map. Stakeholders can be considered as important individuals in the strategy development process of an organization. The organizational leaders of the Coca Cola Company has adopted and applied centralization in its decision making process in order to keep entire control on the business operation activities. This strategy has affected its brand image and business growth rate. Legal policies and business ethics generally varies from a country to another country. Therefore, lack of stakeholder engagement process may affect both internal and external business operation practices of an organization. Similar thing has happened to the Coca Cola Company. It is true that the organization has developed inadequate strategies regarding quality control of the carbonated soft drinks. This aspect has affected its brand image in entire global market. Moreover, the organization has faced several legal challenges in different global market places due to inadequate quality of the products. Slow business growth rate of the products are the major consequences of this issue (Prit, 2012). Therefore, it has been stated that lack of stakeholder engagement in decision making process affected the brand image and business performance of the Coca Cola Company. Other Issues Apart from stakeholder engagement, the Coca Cola Company is also suffering from several critical internal and external environmental issues. Global economic issues have reduced the buying power of consumers. Therefore, global consumers are avoiding the purchase of these types of products. In addition to this, strict legal policies, high market saturation and intense market competition are affecting the business growth rate of the organization in global market places. In terms of internal issues, lack of employee motivation and values is affecting the business operation process of the Coca Cola Company (Pride, 2013). The employees cannot share their personal as well as professional needs with the top level management due to centralized decision making process. It is essential for the Coca Cola Company to prioritize the employee motivation and employee job satisfaction aspect. Otherwise, the organization may lose its skilled and experienced employees to its competitors. It may seriously affect the business sustainability of the Coca Cola Company in global market places in near future. Last but not the least; inadequacy of research and development team of the Coca Cola Company is affecting the brand value and brand image of the organization (Worthington, 2012). It is true that the Coca Cola Company has suffered from quality control issues of carbonated soft drink products in recent past. Availability of pesticide and high calorie level affected the good health of consumers. These are the serious issues that may impact on the business performance of the Coca Cola Company in near future. Strategic Goals The management of the Coca Cola Company should consider focus on the issues that are facing by the organization. If the organizational management does not take any necessary steps then the business performance of the organization may get affected. Initially, the organizational leaders of the Coca Cola Company to develop strategic goals in order to take proper initiatives to mitigate the issues and risks that are facing by the organization. This part of the report will develop some strategic objectives for the Coca Cola Company based on the above analysis and discussion. The Coca Cola Company’s mission consists of three elements, such as refreshing people, inspiring instants of happiness, optimism, and value creation to differentiate from other competitors. On the other hand, the vision of the company focuses on the sustainability of 6Ps, such as people, partners, planet, profit, product portfolio and productivity (Coca-Cola Company, 2014). However, the management of the organization lacks of fulfilling its commitment in some areas. In terms of sustainability, the organization is trying to ensure environmental sustainability though sustainable and green business operation process. But, the organization is failing to ensure people and partner sustainability due to lack of adoption of stakeholder engagement and decentralized decision making process. Following strategic goals and objectives will help the management of the Coca Cola Company to justify its mission and vision statement. Goal 1: The Coca Cola Company will provide high quality carbonated soft drinks to consumers. Objective: It is important for the organization to strengthen the research and development team to enhance the quality of the products. Goal 2: The Coca Cola Company should focus on stakeholder engagement approach in its decision making process. Objective: The management of the organization should try to implement decentralized decision making process in order to take the suggestions from stakeholders to develop effective business operation strategies in order to overcome the issues. Goal 3: The Coca Cola Company should focus on employee motivation and self-confidence in order to overcome the issue of employee poaching. Objective: Bottom-up communication approach and decentralization will help the organizational leaders to consider the professional and personal needs of employees. It can also allow the employee to work independently. Immense job satisfaction and democratic leadership style will help the organization to overcome employment related issues. Goal 4: The Coca Cola Company should focus on quality as well as price of the products to expand latent business opportunities. Objective: Acceptance and functioning of cost-leadership and differentiation business-level approach will assist the organization to propose high quality and differentiated products at low price. Moreover, effective and aggressive online marketing strategy will help to generate important consciousness among the target audiences. Strategy and Recommendations It has been mentioned earlier that the Coca Cola Company is suffering from several internal as well as external environmental issues. Subsequent strategies will help the Coca Cola Company to overcome current issues. Porter’s Generic Strategy Porter’s generic strategy can be considered as one of the important strategic analytical tool that helps an organization to adopt and implement effective business level strategies considering the ongoing internal as well as external issues. This critical business level tool consists of three different aspects, such as cost-leadership business-level strategy, differentiation business-level strategy and focus business-level strategy. This tool will help the Coca Cola Company’s organizational leaders and managers to develop effective business-level strategies. Cost-Leadership Strategy It is clear from the above discussion that inadequate global economic environment is the major reasons behind the imperfect disposable income and insufficient buying power of the common global consumers. Therefore, the Coca Cola Company should apply cost based competitive pricing for products to back the affected economic situation of consumers. The management of the Coca Cola Company can adopt cost-leadership business level strategy. This strategy will help the organization to reduce unnecessary business operation cost. On the other hand, the marketing department of the organization can offer quality products at a competitive price level (Armstrong, 2002). The reduction of business operation cost as well as product price cannot hurt the profit maximization. This specific strategy will help the organization to pull huge number of target audiences towards the brand. Differentiation Strategy Product differentiation strategy can be considered as one of the significant strategies that can help the organization to gain huge customer preference. It is true that the management of the Coca Cola Company already has adopted and implemented this particular strategy. But, it is important for the organization to be aggressive while adopting and implementing this strategy. It is true that global business environment is becoming highly competitive. On the other hand, demand of target customers is changing constantly. Now, people try to consume healthy fruit drinks and energy drinks instead of high carbonated soft drinks. Therefore, the management of the Coca Cola Company needs to focus on this particular product segment in order to capitalize on the potential business opportunity (Blythe, 2012). Focus Strategy Focus strategy can be considered as one of the important business level strategy under the Porter’s Generic strategy. It is true that the brand name of the Coca Cola Company has affected due to inadequate product quality of the carbonated soft drinks. Therefore, the management of the organization needs to focus on the efficiency of the research and development team in order to improve the quality control aspect of each and every product portfolio. The production department needs to focus on effectiveness of each and every production resources and raw materials to ensure high quality products for the customers (Fyalland and Garrod, 2005). In addition to this, effective use of recycled water and solid waste will also help the management of the Coca Cola Company to focus on both cost leadership and differentiation strategy. Last but not the least; recycling of water and solid wastes will help the organization to maintain environmental sustainability. Therefore, the organization will get political support by the government in each and every country. Decentralized Decision making process It has been discussed that The Coca Cola Company generally adopts and implements centralization in decision making process in order to monitor all the business functional processes. First of all, it is important for the board of directors of the company in each and every operating country to motivate all the important internal as well as external stakeholders in the development of business level as well as corporate level strategies. Adoption and implication of decentralization will help the organizational leaders to engage stakeholders in valuable strategy development process. This aspect will permit the company to gain variety of options and strategies regarding single issue. It may help the organization to overcome ongoing internal issues. Adoption and implementation of decentralized process will also help the organization to increase the motivation level. Employees cannot share their views and ideas regarding their professional needs under centralized process. This aspect generally causes lower level of employee job satisfaction. Therefore, it is highly important for the organization to focus on decentralization as it will allow employees of different units to recommend their views on certain aspects. It has positive impact on both employee performance as well as organizational business performance. First of all, employees will feel that their organization is giving priority to them. This perception will help them to increase their performance level. On the other hand, the organization can overcome several issues, such as employee poaching and underperformance. Moreover, the organization can become one of the fair and transparent organizations through this sustainable business practices. Last but not the least; decentralization will also help the Coca Cola Company in its supply chain and distribution activities. Decentralization will help the organization to reduce supply chain lead time. It can increase the pace of logistics and supply chain activities so that the distributers can get the orders within quick period of time. It also reduces overall shipment time due to control of several warehouses on each and every supply chain activity. Zero inventory turnovers can be considered as one of the important advantages of this decentralized process. Looking into these aspects, it can be stated that the management of the Coca Cola Company should try to adopt and implement decentralization in each and every business management process. Conclusion Global soft drink industry is experiencing huge market competition due to incidence of quite a few competitive organizations. All the organizations within this specific industry are trying to enhance effective strategy development and application process to increase major competencies. Demand for high quality and healthy soft drink products is increasing significantly around the globe. Low quality of carbonated soft drinks and health related issues due to consumption of these carbonated soft drinks are affecting the demand and sales growth rate of the products. The Coca Cola Company was highly criticized due to these reasons. These issues actually affected the business growth rate and brand image of the organization around the globe. In terms of core competencies, sufficient human resources, technological resources and raw materials are increasing enhancing the Coca Cola Company’s core competency. It is the organizational value of the Coca Cola Company to maintain sustainability in each and every business process. But, the adoption of centralization process is stopping the organization to maintain its organizational value. Lack of stakeholder engagement and employee motivation can be considered as two major internal weaknesses of the Coca Cola Company. Lack of stakeholder engagement practices is affecting the strategy development process of the organization. Therefore, the management of the organization is finding it difficult to offer quick and efficient solution to the current issues. Slowly and gradually, several organizations are grabbing the market share of this leading organization in global market places. On the other hand, there are several external environmental issues that may affect the business performance of this organization near future. People are trying to limit the consumption activities of these carbonated soft drinks due to limited purchasing power. Recent economic crunch shattered the economic stability of the global market place. Therefore, people are trying to limit these activities. On the other hand, growing social demand of healthy soft drinks is also forcing global consumers to limit the consumption of soft drink products. These inadequate and unfavourable social and economic environments are affecting the sales growth rate of the carbonated soft drinks of the Coca Cola Company. The management of the Coca Cola Company should consider these issues and develop effective strategies to mitigate the risk factors. Effective implementation of business level strategies will help the management of the organization to present premium and distinguished goods at low price. This concept will back the buying power of consumer around the globe. In addition to this, the organization should try to mitigate quality related issues. Development and strong research and development team and effective quality control of the products will help the organization to secure its high brand image and competitive advantages in global market places. Last but not the least, the organization should follow each and every developed legal policies and ethical values in different countries to maintain sustainability in business operation process across the world. References Adrian, T. (2000) Managing Change, New Jersey, Pearson. Armstrong, G. (2002) Global Marketing Management, New Jersey, Pearson. Augen, J. (2008) The Volatility Edge in Options Trading, New Jersey, John Wiley & Sons. Blythe, J. (2012) Strategic Marketing, London, Kogan page. Chaffey, D. (2008) Internet marketing, New Jersey, Pearson. Coca-Cola Company (2014). Our Company [Online] Available at: < http://www.coca-colacompany.com/our-company/mission-vision-values#TCCC> [Accessed on 15 November, 2014]. Collins, K., & Shemko, J. (2009) Exploring Business, New York, McGraw-Hill. Dibb, S. (2012) Marketing briefs, New Jersey, Pearson. Doole, I. (2012). International marketing strategy. London: Sage. Ferrell, O., & Hartline, M. 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In addition to this, several legal work place policies are also creating challenges for the organization (Sarra, 2010). Economic Unfavourable due to recession, financial crisis, low purchasing power of consumers and growing unemployment rate. In addition to this, limited disposable income is stopping consumers to buy these refreshing drinks. Social Unfavourable as the demand for high quality and healthy fruit juices and energy drink is increasing significantly in society and community. Demand for unhealthy carbonated soft drinks is also reducing (Doole, 2012). Technological Favourable as the management always tries to enter technologically developed or developing countries to get effective support of advanced technological resources. Figure 2: Porter’s Five Force Analysis Read More