Introduction to Management Principles

This assignment delves into the core principles of management. It likely examines fundamental concepts such as planning, organizing, leading, and controlling, potentially exploring various management styles and theories. Students may be asked to analyze real-world examples or apply these principles to hypothetical situations.

RUNNING HEAD: INTRODUCTION OF MANAGEMENT
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Introduction of management
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Coca Cola Amatil 2
Executive summary
The report is based on the current and past strategies of Coca Cola Amatil. The company is able
to create a distinguishing and optimistic part to the world. In this way the company is able to
create a value for partners and guarantee sustainable growth and development. This helps in
inspiring the business environment allowing a business to grow in a productive way. In order to
gain an insight it is important for a brand to incorporate effective marketing strategies. These
strategies act as a platform to deal with the issues an organization faces. They have formulated
an effective plan that helps them in managing tasks. It is important to notice that CCA has
incorporated a definite procedure helping in managing their goals. The report includes different
strategies for which the brand is criticized in the past. There is a necessity to implement
Education and physical activity programs in order to reduce the critical issues. It is important
running certain programs to create awareness which is considered as the most criticized part of
the strategies.
Moreover, it is highly recommended for a brand to diversifying their needs, the company is
providing customer diversification and real competitive advantage. It is evident to develop a
concrete future insight to gain competitive advantage. The organizational structure help in
managing the organization located at different places in an effective way. They have made
improvement by directly promoting the product. Lastly, Recommendations are given to form an
effective understanding of the strategic development.

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Contents
Introduction......................................................................................................................................3
Mission, vision and core competency..........................................................................................3
Successful Past Strategy...............................................................................................................3
Current Strategy...........................................................................................................................4
Past Strategy Criticized................................................................................................................6
Environment Analysis.....................................................................................................................6
Internal Environment Analysis....................................................................................................6
SWOT Analysis........................................................................................................................6
External Environment Analysis...................................................................................................8
PESTLE Analysis.....................................................................................................................8
Porter 5 forces..........................................................................................................................9
Organizational culture and Leadership..........................................................................................10
Recommendations and Conclusion................................................................................................11
References......................................................................................................................................11

Coca Cola Amatil 4
Introduction
Coca-Cola Amatil is known across the world as one of the leading bottlers of non-alcoholic
ready-to-drink beverages. The company has its operations in the Asia-Pacific region. They are
known to be one of the world's five chief Coca-Cola bottlers (Our Company, 2017). They have
operations in 5 countries that include: Australia, New Zealand, Indonesia, Papua New Guinea,
Fiji and Samoa (Cuganesan, Guthrie and Ward, 2010).
Mission, vision and core competency
The company was incorporated with a vision to generate millions of moments of cheerfulness
and promises. The company feel delighted by fulfilling extraordinary portfolio of brands. The
brand has built unrivalled shared value in order to create growth. The company is able to create a
distinguishing and optimistic part to the world. In this way the company is able to create a value
for partners and guarantee sustainable growth and development. The purpose is to develop
productivity and an inclined/ lively cost structure. They have promised to deliver attractive
sustainable returns (Ashley, 2017).
Values
The company is pretty-much straight forward and open in taking forwards the core values. The
purpose is to benefit the consumers with their distinct services. For the purpose CCA has focused
strategies in order to manage distinct tasks.

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Successful Past Strategy
The company is performing extremely well in the Asia Pacific by focusing on services based on
health consciousness activities. They are Packaging, serving sizes in order to earn profit and
growth for Coca-Cola Amatil. The numerous innovations done by the company is focused on
addressing consumer wants. For the company, it is important to satisfy customers need. It is one
of the priorities to look after the needs of customer by managing individual needs.
The company has launched “The company Life” in Australia. It is an adaptation of Coca-Cola
which is unsurprisingly sweetened and has fewer calories.
They have been tracking exceeding target with Coke Life. The company has gained a significant
market share through its most liked brand Coke life. Their second most brought pack is in 1.25L
and 250mL packs sizes. It has gained a 13% share of the Sugar Cola segment. They expected a
longer term expectations through the brand Coke Life. It represents 1-2% of total brand coke
volumes. They have introduced smaller 250mL single-servings in a number of colors. The
product has gained enough market shares creating a long-term effectiveness. The brand is known
to be a distinguished market player. With a high level of competition, it is able to attain market
advantage.
They have understood the importance of Colors and proportion size. It has a direct impact on the
number of consumers coming back into the franchise. They have made improvement by directly
promoting the product among teen consumers. Through its distinguished market strategy the
organization has gained a competitive advantage. The consumers have kept up their interest in
packaging has developed a competitive marketing campaign. This campaign will increase
profits. The past strategies depicts that the brand overall purpose is to meet the purpose
(Armstrong et al 2012). For which, the brand is maintaining a distinguished identity in the Asian
Pacific market.
One of the major plans the company is to support growth and development. It is gaining a
competitive advantage by looking onto the changing needs. It is important for a business
organization to manage the changing strategies taking place in the environment. This helps in
motivating the business environment allowing a business to grow in a productive way
(SEMINAR and PAGEANTS, 2014).

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All These funds help in supporting weighted investment for gaining effective production,
warehousing and cold-drink infrastructure. For coming years, the brand has a strategy to
overcome excessive pressure caused by the other competitive brand. Amatil reported a net profit
after tax of $375.5 million before major items.
Current Strategy
The company has a coherent strategy to gain success. It has positioned itself to capture growth
and deliver long-term value. The competitive marketing strategy has creating a distinguished
marketing plan in order to gain change. They are confident of their ability to navigate in
changing environment. The three pillars of Group Strategy are as follows:
Leading
The group has Strengthen its capacity through an effective leadership position
- The current market strategy is to be a leading market brands in major NARTD category in
every market
- To improve the accessible products by increasing an innovative marketing concept
-By strengthening brand justness
- developing a wider portfolio that adapts shifting consumer inclination
Executive
The process includes a change in productivity and to generate in-market execution procedure.
This helps an organization in gaining a competitive advantage over the other business
organizations
- The fact is that the company has a World-class customer servicing competence helping in
managing growth. They have formulated an effective plan that helps them in managing tasks. It

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is important to notice that CCA has incorporated a definite procedure helping in managing their
goals.
- The existing strategies are helping the business organization in creating a route to the market.
By diversifying their needs, the company is providing customer diversification and real
competitive advantage
- It is the most effective activity used by the company by leveraging large-scale, low-cost
manufacturing, sales and allocation ability
PARTNER
The main focus of CCA is to align the company with their partners. It is evident for an
organization to gain competitive advantage by developing concrete objectives.
- The company has a Shared vision to succeed by aligning its objectives
- In order to gain effectiveness they have incorporated Joint plans for developing system
profitability.
-This is to gain a balanced risk and rewards
Past Strategy Criticized
Coca-Cola Amatil is criticized in past due to its advertising campaign. There are continuous
criticisms for their advertisement campaign that attract teenagers. Australia is facing issues
related to obesity. This Coca-Cola marketing strategy is not, as “novel” or new. For a number of
years, teachers and principals have opened their doors to Coca-Cola. The company is
continuously been criticized for its strategy where it proclaims that Coca-Cola is not part of the
difficulty of obesity, but “part of the clarification” (Gummesson, 2011).
There are continuous issues related to the problem caused to the health of the students. Coke has
created issues to the children in the age group of 8-14 years. There is a necessity to implement

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Education and physical activity programs in order to reduce the critical issues. It is important
running certain programs to create awareness which is considered as the most criticized part of
the strategies (Dunckley, 2017). Coca-Cola’s campaigns are taking advantage of the growing
fears about obesity and exploiting children’s education for the company’s financial gain
(Czinkota and Ronkainen, 2013).
Environment Analysis
Internal Environment Analysis
SWOT Analysis
Strength
 It is known as world’s leading bottlers of non-alcoholic ready-to-drink beverages.
 The numerous innovations done by the company is focused on addressing consumer wants.
 Distinguished identity in the Asian Pacific market
 CCA has an extraordinary portfolio of brands
 The brand is known to be a eminent market player(Belz and Peattie,2009)
 Due to its aggressive promotional strategy, the brand is able to gain a significant market
share.
 The brand is at a most competitive position in Australia by deriving effectiveness.
 The aggressive advertisement has a unique way to meet individual needs (Cateora, 2008).
Weakness
 Excessive competition
 Increasing awareness in public regarding the harm of soft drinks
 Restricted Exposure to the brand
 The sale has decreased over the years due to competitive brands(Kotler, 2012)

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 Artificial Contents.
Opportunity
 Huge opportunity to expand business in west.
 Can implement different business tactics to attract consumers
 It can use healthy ingredients to gain competencies.
 Have great futurein terms of diversification and market penetration.
Threat
 Excessive market competition
 Threats from the other local and international brands
 Rising concern due to obesity.
External Environment Analysis
PESTLE Analysis
Political
Coca Cola Amatil has to comply with the rules and regulations. They should be meeting the
regulations, given by the government. The company has to accept the changes in established
laws may prevent Coca Cola from distributing drinks. Accounting, taxes, and internal marketing,
and changes in labor laws are the factors affect CCA. These factors are constantly affecting the
company’s policies on a long run (Hollensen, 2015).
Economical factors

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Coca Cola Amatil products are distributed In Asia Pacific. These countries have different
customs, cultures, tastes, and desires. In order to gain concrete market strategy, it has to change
and adopt strategies according to the country it is operating its business. It has to change and
create new flavors to accommodate these customers.
Social factors
Coca Cola Amatil distributes the greater part of its products in cultured countries. For that they
need to maintain a comprehensive plan. The demands of these customers are created according
to local needs. People are becoming more health cautious and swapping sugary drinks for waters
and teas. Coca Cola Amatil needs to respond to these needs. It has to create a wider range of
product in order to respond to the situation (Hanson and Kalyanam, 2007).
Technological
The Machinery and technology have helped Coca Cola to manufacture products in better and
higher quantities. This allows the company in meeting the day-to-day targets in the most
appropriate way. This helps in motivating the business environment allowing a business to grow
in a productive way (Jobber and Ellis-Chadwick, 2012).
All These funds help in supporting weighted investment for gaining effective production,
warehousing and cold-drink infrastructure.
Legal
The company has all the present and future rights related to the decision making.
Environmental
Special consideration is paid to the different environmental factors in order to gain definite
results. It is mandatory to follow environmental rules and regulations. Coca Cola Amatil has to
adhere to environmental laws as they manufacture their products. If anything is incorrect, it can
have an effect on how they allocate products — or stop production finally (Boone and Kurtz,
2013; De Mooij, 2013).

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Porter 5 forces
Traditional Competitors
There will be high competition due to traditional products and service provider. CCA and Pepsi
are selling similar products and pricing structures.
New Market Entrants
CCA is a well established brand for many years. It is recognized all over the world. So, for a
new market entrant this industry will be very costly.
Threat of Substitutes
There are many substitute products in the market. Consumers may purchase coffee, tea and juice,
instead of soft drinks.
Supplier Bargaining Power
Supplier bargaining power is high. The supplier has to pay for demand because there may be no
other alternative for the buyer to select (Jain and Haley, 2009).
Buyer Bargaining Power
Buyers hold a huge amount of power. Consumers can switch over to the other products like
Pepsi. They need to improve the accessible products by increasing an innovative marketing
concept.
Organizational culture and Leadership

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(Source: The Official Board, 2017)
The company has a well-integrated organizational structure allowing sustainable growth and
development. The comprehensive structure and leadership style allows in meeting the targets
through applicability of desired process. In order to gain competency, the organization has
distributed effective role and responsibilities. This help in managing the organization located at
different places in an effective way. They have made improvement by directly promoting the
product. Through its distinguished market strategy the organization has gained a competitive
advantage. The team is responsible for gaining competitive advantage over the other products.
Recommendations and Conclusion
It is recommended that CCA should source out all of its major competitors. This will allow in
managing the brand in a better way. Coca-Cola is not healthy which can lead to high stress levels
and cause diabetes. Consequently, CCA should continue to have large profit in terms of health
risks in mind to their products. For gaining a competitive advantage CCA can introduce a healthy
range of products such as orange juice. This will allow the brand in gaining competitive

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advantage. Hence, for the company, it is important to satisfy customers need. It is one of the
priorities to look after the needs of customer by managing individual needs.
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2012. Marketing: an introduction.
Pearson Prentice-Hall, London.
Ashley, R., 2017. Coca-Cola Amatil: Insights from the company monitor. Equity, 31(6), p.16.
Belz, F.M. and Peattie, K., 2009. Sustainability marketing: A global perspective. Chichester:
Wiley.
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.
Cateora, P.R., 2008. International Marketing 13E (Sie). Tata McGraw-Hill Education.
Cuganesan, S., Guthrie, J. and Ward, L., 2010, December. Examining CSR disclosure strategies
within the Australian food and beverage industry. In Accounting Forum (Vol. 34, No. 3, pp. 169-
183). Elsevier.
Czinkota, M.R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
Dunckley,M.2017. Woolworths putting cap on Coca-Cola Amatil's Mount Franklin water
Online. Available at: http://www.smh.com.au/business/retail/woolworths-putting-cap-on-
cocacola-amatils-mount-franklin-water-20170724-gxhyef.html Accessed on: 7 September 2017

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Gummesson, E., 2011. Total relationship marketing. Routledge.
Hanson, W. and Kalyanam, K., 2007. Principles of Internet marketing. South-Western College
Publishing.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jain, S.C. and Haley, G.T., 2009. Marketing planning and strategy. Cincinnati South-Western
Publishing Company 1985..
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kotler, P., 2012. Kotler on marketing. Simon and Schuster.
Our Company, 2017. Online. Available at: https://www.ccamatil.com/ Accessed on: 7 September
2017
SEMINAR, M.P. and PAGEANTS, S.C.B., 2014. small screen. small, p.2.
The Official Board, 2017. Image. Available at https://www.theofficialboard.com/org-chart/coca-
cola-amatil Accessed on: 7 September 2017