Department of Management Sciences

COMSATS University Islamabad

Abbottabad Campus

STRATEGIC MANAGEMENT

Assignment # 1

Submitted by: Registration #

Shamama Khan FA21-BBA-018
Areeba Khan FA21-BBA-047
Fatma Safdar FA21-BBA-039
Maryam Qasimi SP21-BBA-041

Submitted to: Dr. Jamil Anwar

Submission Date: 20th April, 2025

Assignment Question:

A. Read out carefully the Exercise 1A, 1B, and 1C on pages 65-67 under the section
“ASSURANCE-OF-LEARNING EXCERCISES”. This includes:
a. Gathering Strategy Information for Coca-Cola Company
b. Entering Coca-Cola Vitals into Strategic Planning Template, and
c. Performing SWOT analysis for “My University”

The instructions for these steps are provided in the reference pages mentioned above
(also uploaded separately for ready reference). Please prepare a document of about 8-
10 pages reflecting the above information and analysis.

B. There will be an individual presentation where every individual must participate

to show his/her contribution and understanding in the preparation of the above
document.

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Objective:
The objectives of this assignment include:
 To bridge the gap between theoretical concepts and practical implementation of
strategic management practices.
 To be familiar with the tools and techniques that are used to gather strategic data
for any purpose such as strategy formulation.
 To explore various official sources such as company website and annual reports to
gather data about key external and internal factors.
 To conduct an analysis and list down key strengths, weaknesses, opportunities and
threats for the firm.
 To become proficient in using Excel based template for adding strategic data.
 To build the spirit of teamwork as this assignment is a group assignment and the
students have worked on it in an collaborative manner.

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Abstract
This assignment aims to gather strategic data for Coca-Cola and perform strategic
analysis for COMSATS University. The official website, annual report and S&P’s
ratings were examined to gather strategic data. They key findings regarding the
SWOT Analysis of COMSATS indicate the university has affordable fee structure,
diverse programs, talented faculty and strong alumni network. The weaknesses
include slow technological upgrades, brain drain of staff, movement of students, and
low global rankings. Then the opportunities and threats were analyzed for COMSATS
and strategies were developed to overcome threats and capitalize on opportunities.
The strategies suggest to focus on introducing new online programs, weekend
programs, investing in improving infrastructure and upgrading technology, forming
global partnerships and doing collaborations with corporate giants.

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Table of contents:

Title Page #
1. Introduction 5
2. Data Collection Methodology 5
3. SWOT Analysis of Coca-Cola 6
4. Data into Template 8
5. SWOT Analysis of COMSATS 9
6. Strategies 10
7. EFE Matrix 11
8. Development Plan 12
9. References 13

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1. Introduction:
The Coca-Cola company is one of leading non-alcoholic beverage company
worldwide. It was founded in 1886 and since then it has built a very good reputation
in the beverage industry. It operates in more than 200 countries and has a product
portfolio of more than 200 brands such as Fanta, Coco-Cola, Sprite and many others.
2. Data Collection Methodology:
The data that has been used for report creation has been gathered by visiting
multiple online sources. The corporate data was gathered by visiting the official
website of Coco-Cola. Moreover, the annual reports of the company were
reviewed to analyze the financial performance of Coco-Cola over past few years.
Other than this, the Coco-Cola Cohesion case was also examined to extract data
about key external and internal factors of the company.
3. SWOT Analysis of Coca-Cola:
A detailed SWOT Analysis of Coco-Cola is given as under:
3.1 Strengths:
 Financial Performance
The Coco-Cola Company has very strong financial health as compared to other
competitors. The annual report 2023 showed that the net revenue for the year
2023 was around 45.8 billion dollars which was almost 7% higher than that of
2022. This shows the growth in revenue for Coco-Cola. Similarly, the operating
income was 13.1 billion dollar and the return on equity was 40.5%. This shows
that the company is doing financially well and enjoys good streams of profits.
This enables Coco-Cola to maximize shareholder dividends, do investment in
research and development, invest in CSR activities and bring product and
process innovation.
 Distribution Network
The distribution network of Coco-Cola is extensive which allows it to reach out
to the untapped areas of the world and make its products readily available to
anyone. It operates in more than 200 countries and has its presence in both rural
and urban areas of the country. It has around 900 manufacturing facilities

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around the world and collaborates with over 225 bottling partners. Thus, such
robust and extensive distribution network benefits Coco-Cola by reducing
inventory holding and transport costs and improves supply chain operations of
the firm.
 Product Portfolio
The product portfolio of Coco-Cola is diverse as it caters to vast range of
consumer tastes and preferences. It has around more than 200 beverage brands
such as Coke, Fanta, Sprite, Diet Coke and many others. The annual report 2023
revealed this that almost 41% of the revenue for Coca-Cola was generated from
non-carbonated drinks.
 Marketing & Brand Visibility
Coca-Cola effectively designs and implements marketing strategies to improve
brand visibility. The marketing budget spent in 2023 was around 4.3billion
dollars. Coca-Cola launches engaging advertisements and collaborates with
global events such as FIFA. It is evident from the annual report that marketing
efforts of Coca-Cola helped it in increasing the revenue.
 Brand Recognition
Coca-Cola is a widely recognized brand worldwide. The red and white logo of
Coca-Cola is easily recognized by people of all ages all around the world. As per
the findings of Interbrand’s 2023 ranking, the Coca-Cola was awarded to be the
6th most valuable brand with brand value of around 63 billion dollars.

3.2 Weaknesses
 Dependency
Although the Coca-Cola has done efforts to diversify its product line but still majority
of revenue is generated from sale of carbonated drinks such as 59% revenue in 2023
was generated from carbonated drinks. This makes Coca-Cola dependent on
carbonated products sale.
 Rising Health Concerns
The Coca-Cola beverage contains a very high amount of sugar such as 330ml can
contains 35g sugar and this quantity is higher than prescribed daily sugar intake by
WHO. The increasing awareness about sugar diseases in common people have started
to impact the sales of Coca-Cola.
 High Exposure to Currency Fluctuations

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As Coca-Cola is multiple countries so its revenue is affected by the currency
fluctuation. In 2023, its annual revenue was affected negatively by 1.2 billion dollars
due to this reason.

 Environmental Concern
Coca-Cola consumes 300litres of water for beverage production. This has raised
voices from environmentalist groups all around the world that Coca-Cola is wasting
water and generating plastic. It was considered the top producer of plastic in 2023 by
Break Free from Plastic.
 Legal Challenges
The firm faces several legal challenges in several countries. Around 320billion dollars
from revenue was spent in 2023 in dealing with compliance related challenges.

3.3 Opportunities
 Healthy Beverages
It has been noted that the global demand for healthy beverages is expected to increase
up to 220 billion dollars by 2027. Therefore, Coca-Cola can take benefit by
introducing healthy beverages such as Filtered Water or Zero Calorie drinks.
 Expansion
There is huge growth potential for Coca-Cola in emerging markets such as that of
India, Pakistan, Afghanistan and Nigeria.
 Online Channels
Coca-Cola can engage in online sales of its products as now the trend of online
buying is at peak. In 2023, Coca-Cola was engaged in 20% of online beverages sale.
 Innovation
Coca-Cola can bring innovation in products and processes. It can launch healthy
beverages and also shift to using recyclable packaging for its products which will help
in reducing the noise of environmentalist groups.
 Strategic Alliances
Coca-Cola can form strategic alliances with other beverages companies to strengthen
its position and come up with latest products for its customers.

3.4 Threats
 Rising Competition

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There is intense competition in the beverage industry. In 2023, PepsiCo which is the
top competitor of Coca-Cola report revenue of 91.5 billion dollars which is twice
more than that of Coca-Cola.
 Consumer Preferences
Today customers are becoming more health conscious and they tend to avoid sugary
drink. A survey conducted by Deloitte shows that around 67% Gen Z prefers healthy
drinks over carbonated drinks.
 Supply Chain Disruptions
The company may be subject to supply chain disruption. In 2023, it has to suffer 320
million dollars cost due to supply chain disruptions.
 Regulatory
There is a threat that the government may introduce strict government policies that
might halt production or it may increase taxes.
 Economic Instability
Rising global inflation or reduced demand may affect the revenue streams and
profitability of Coca-Cola.

4. Data into Template

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 Strengths Weight Rating
1 Strong Financial Position 0.07 4
2 Diversified Portfolio 0.06 4
3 High Marketing 0.07 3
4 Strong ROE 0.07 4
5 Distribution 0.06 4
6 High Operating Margin 0.06 4
7 Global Event Sponsorship 0.05 3
8 Zero Calorie Product Growth 0.05 3
9 Acquisition Capability 0.05 3
10 Brand Recognition 0.04 4

Weaknesses Weight Rating

1 Reliance on Carbonated Drinks (59% revenue) 0.01 1.00
2 High Sugar Content (35g per 330ml can) 0.05 1.00
3 FX Loss ($1.2B in 2023) 0.05 2.00
4 Water Use (300B liters/year) 0.04 2.00
5 Plastic Waste (Top global polluter) 0.08 2.00
6 Legal Costs ($320M in 2023) 0.03 2.00
7 Limited Organic Product Range 0.03 2.00
8 Public Health Criticism 0.03 2.00
9 Slow Adaptation in Some Regions 0.05 2.00
10 Overdependence on Few Key Markets 0.05 2.00
Total Weakness Score
View IFE Matrix Total Weight (Must Equal 1.00) 1.00

Opportunities Weight Rating

1 Health Drink Market ($220B by 2027) 0.07 4.00
2 Expansion in India (14% volume growth) 0.03 4.00
3 E-commerce Growth (25% in North America) 0.05 4.00
4 Product Innovation (30+ new SKUs) 0.06 4.00
5 Recyclable Packaging Adoption 0.06 3.00
6 Mobile Apps & Digital (20% growth in Japan) 0.05 3.00
7 Alcoholic Drink Collaboration (Topo Chico) 0.02 3.00
8 Focus on Low/No-Calorie Lines 0.04 3.00
9 Tech-Driven Supply Chain 0.04 3.00
10 Sustainable Investments 0.05 3.00
Total Opportunity Score
Threats Weight Rating
1 Intense Competition (PepsiCo $91.5B revenue) 0.08 2.00
2 Regulatory Taxes (12% decline in Mexico) 0.06 1.00
3 Supply Disruptions ($750M impact) 0.05 2.00
4 Consumer Shifts (67% Gen Z prefer natural) 0.04 2.00
5 Plastic Waste Issues 0.05 1.00
6 FX Volatility ($1.2B in 2023 losses) 0.04 2.00
7 Economic Downturns (5% price hike effect) 0.05 2.00
8 Brand Reputation Sensitivity 0.05 2.00
9 Legal Scrutiny in Markets 0.05 2.00
10 Climate Impact on Water Supply 0.06 2.00

View EFE Matrix Total Weight (Must Equal 1.00) 1.00

5. SWOT Analysis of COMSATS

 Strengths

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 1. The fee structure of COMSATS Abbottabad is affordable and it additionally
offers various sorts of scholarships to attract students from all around the
country.
2. The faculty of COMSATS is highly experienced and possesses a wealth of
knowledge.
3. The university offers diverse academic programs ranging from engineering to
management studies.
4. The university has strong network of alumni who help the new graduates in
job placements.
 Weaknesses
1. The COMSATS Abbottabad has very low visibility in global rankings.
2. The infrastructure of the university is not updated.
3. The university has very weak linkages with the corporate world.
4. The university is a bit late in adapting latest technological advancements.
 Opportunities
1. The university can start offering online programs or weekend programs to
cater to need of job persons.
2. The university can seek grants from government for upgrading technology and
infrastructure.
3. The university can launch international semester exchange program by
partnering with international universities.
4. The university can offer latest business analytics or AI based courses in
Abbottabad Campus.
 Threats
1. There has been increase in competition as many new institutes have been
opened in nearby regions.
2. The students now a days prefer to go to big cities for pursuing education.
3. The talented staff may leave job if they find any other suitable or better
opportunity.
4. There might be reduction in the educational budget by the government.

6. Strategies
 SO Strategies

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1. COMSATS should take advantage of its exceptional faculty along with its
broad academic choices to establish internet-based education initiatives that
serve distant locations, international students and job persons.
2. COMSATS needs to use its diverse academic profiles to create partnerships
for student exchanges alongside faculty partnerships with international
institutions.

 WO Strategies

1. COMSATS should use grants from government agencies and technology-

upgrade programs to enhance both lab facilities and technological
infrastructure.
2. Educational programs will acquire industry relevance by establishing AI and
data science curricula to gain funding and partnerships even when facing low
industrial collaboration levels.

 ST Strategies

1. COMSATS can stop student departures through local career center

improvements by utilizing their strong alumni connections with qualified
teaching staff.
2. COMSATS can defeat private universities when prices are reduced during
difficult economic times.

 WT Strategies

1. COMSATS should create public-private partnerships to overcome lab

limitations and accommodation problems which decrease budgetary
resources.
2. The university should begin a worldwide promotional effort to stop academic
migration and advance its international placement.

7 EFE Matrix

Rating
EFE Factors Weight Weighted Score

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Opportunities

Focusing on Healthy 0.07 4 0.28

drinks market

Expansion in 0.03 4 0.12

underdeveloped countries

Focusing on ecommerce 0.05 4 0.20

channels

Product Innovation 0.06 4 0.24

Recyclable Packaging 0.06 3 0.18

Options

Focus on low calorie 0.04 3 0.12

drinks

Tech Driven Supply Chain 0.04 3 0.12

Sustainable Investments 0.05 3 0.15

Digital Marketing Efforts 0.05 3 0.15

Collaboration with other 0.04 3 0.12

food chains

Threats

Intense Competition 0.06 2 0.12

Regulatory Taxes 0.06 1 0.06

Supply Chain Disruptions 0.05 2 0.10

Consumer Changing 0.04 2 0.08

Preferences

Plastic Waste Issues 0.05 1 0.05

FX Volatility 0.04 2 0.08

Economic Downturns 0.05 2 0.10

Brand Reputation 0.05 2 0.10

Sensitivity

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 Legal Scrutiny 0.05 2 0.10

Climate Impact on Water 0.06 2 0.12

Supply

1 2.5
8 Development Process

 It involves examining the external environment of the business to identify the key
opportunities and threats present to the business.
 A weightage is given to each external factor. It is ensured that the sum of total
weightage for all external factors must be equal to one.
 A rating out of 5 is assigned to each external factor.
 The weightage is multiplied by the rating to calculate the weighted score.
 The weighted score is then summed up to compare it with competitors and devise
strategies.

9 References

1. David, F. R. (2017). Strategic management: A competitive advantage

approach, concepts and cases (16th ed.). Pearson Education.
2. Higher Education Commission of Pakistan. (2023). Annual report on higher
education institutions in Pakistan. https://www.hec.gov.pk/
3. COMSATS University Islamabad. (2024). COMSATS University official
website. https://www.comsats.edu.pk/

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