Coca Cola Amatil: Leading Distributor of Non-Alcoholic Drinks in Asia

1-Introduction-
This report is about CCA (Coca Cola Amatil) which is the
leading distributor of non-alcoholic drink bottlers Asia.
In the current scenario, the organization is operating
across six countries having more than 12000
employees. The company ensures service to 270
million potential customers with more than 880,000
consumers on a daily basis. It also has forty-five
warehouses & thirty-five production units. They called
themselves "a multi-beverage powerhouse".
CCA’s main services/products include flavored milk,
spirits, cider, iced tea, non-alcoholic beverages, beer,
tea, coffee, spring water and many more. The company
is continuously deploying innovations for capturing
growth, achieving sustainability and offering sustaining
values to its business shareholders (En.wikipedia.org,
2019).
2-Background-
In 1904, CCA has started its business as a “British
Tobacco organization” in Australia. Moreover, in 1963,
the organization has moved into beverage & food
industry in Australia. In 1964, the organization’s 1st
foray into soft drinks has come by purchasing Perth
(Coca Cola Bottlers). After that, the organization
primarily focused on snack foods as well as soft drinks
in order to grow its business processes. It has
purchased Coca Cola Bottling plant and expanded
operations in Europe in 1982. The organization has
bought the majority of stakes in 1989. They also
acquired Paradise Beverage from Fiji in 2012. In 1992,
Their snack food business has sold, & its European
activities have been converted into a new business
organization named as, Coca Cola beverage.

The company distributes various products such as
Fanta, Deep Spring, Coca Cola, Sprite Zero, Spaghetti,
canned tomatoes, SPC Ardmona packaged fruits, Mount
Franklin Spring Water, Powerade, ready to eat
vegetables & fruits, beer, spirits, coffee, energy and
sports drinks and many more.
In the specific context of Australia, the company works
closely with business owners, consumers, and all the
product vendors in order to manufacture, sell and
distribute beverages around 115,000 customers all
over Australia.
The company has employed approximately 14000
workers in various countries named as Samoa, Papua,
New Guinea, Indonesia, Australia, and New Zealand. In
2018, as mentioned in the Annual Report, the
organization has generated approximately
$4,88,400,000 revenue which includes sales and other
revenues (Ccamatil.com, 2019). The company has
around 3000 people across Australia, which are among
warehousing, supply chain, logistics management, and
sales. Also, the company twelve warehouses & nine
production units all over Australia (Ccamatil.com,
2019).
Consumers demand trends towards healthier choices,
innovative packaging, technology, reformulation, social
sustainability, etc. The company sells and distributes
products directly to the customer using segmented
strategies that benefitted from customer insights for
getting the desired product. In Australia, total trading
revenue stands $2,518.1m (Ccamatil.com, 2019).
Various customers include retail shops like grocery,
convenience store or petroleum, immediate
consumption, restaurant, and cafes and licensed stores.
3-Operation strategies-
The vision of CCA organization is to create millions of
moments for possibilities as well as happiness among

its valuable consumers. The organizational mission
drives it to do everything that it is doing in the industry.
It unites them all and gives focused direction to their
energy and goodwill. Their vision also reflects on the
scale of their business and million hearts that they
connect. In the context of segment-wise visions, the
company is working for their customers, within their
arm's reach (Ccamatil.com, 2019). Also, the Company
has various stakeholders in their vision which are
mentioned as-
 They build unrivaled shared values with their
customers.
 The organization drive cost structure as well as a
productivity based on agile and lean
methodologies.
 The company strives for creating value with
business stakeholders which are built on shared
purpose.
 For the community and the world in which they
live, the organization has been made a positive,
valuable and distinctive contribution.
 They also ensure the delivery of attractive &
sustainable returns for their shareholders.
As given in the yearly document 2018 of CCA, their
group approach is the blueprint for their success. The
organization is very confident about its capability to
surviving in the changing business environment.
Moreover, Strong, Grow and Perform organization are
the three main pillars of its group strategy.
The pillar of Perform has been influenced by three
strategic themes which are the part of the 2014
strategic review (Ccamatil.com, 2019).
Partner Proper alignment between
CCA organization and its
business partners

Lead To enhance category
leadership position
Execute Initiative change in-
market execution and
productivity
In the context of HARD ROCK CAFÉ, Hard Rock
International organization has been continuously
brought consumers close to each other since 1971 by
the unifying impact of music. The foundation strives to
implement the power of music to improve the lives and
resiliency of communities (En.wikibooks.org, 2019).
SWOT analysis for Coca Cola Amatil-
Strength-
Being a famous organization in the Australian beverage
industry, the organization contains various strengths
that help its thriving market (Fern Fort University,
2019). It also helps it to penetrate a new market
besides holding on the present market. Some of the
strength can be given as –
 It's performance in new markets with a
combination of expertise and diversity.
 Strong potential for cash flow.
 Dedicated customer relationship that leads to
a high level of customer satisfaction.
 Adequate Return on assets.
 Automation o activities that lead to
consistency in quality.
 Strong brand value over the years.
 The strong base of reliable suppliers
 The organization has an excellent track record
along with integrated firms through
acquisitions & mergers.