COMMERCE PROJECT

Name: Arnav Kheria

Class:
XII
Section:
B
Unique Identification Number (UID): 8150441
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Session: 2025-26

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External Examiner’s Certificate

This is to certify that Arnav Kheria, a student of Class XII, Section B in

commerce studying in Sri Sri Academy, Kolkata has worked under the
guidance of his Commerce teacher, Mr. Chitrasen Bhattacharya for his
project which he has prepared in accordance with and under the
guidelines issued by the Council for the Indian School Certificate
Examinations (CISCE) which he has submitted in his original work to
the best of my knowledge

Date:
Kolkata Signature of External Examiner

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Internal Examiner’s Certificate

This is to certify that Arnav Kheria, a student of Class XII, Section B in

commerce studying in Sri Sri Academy, Kolkata has worked under the
guidance of his Commerce teacher, Mr. Chitrasen Bhattacharya for his
project which he has prepared in accordance with and under the
guidelines issued by the Council for the Indian School Certificate
Examinations (CISCE) which he has submitted in his original work to
the best of my knowledge

Date:
Kolkata Signature of Internal Examiner

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Preface

It gives me immense pleasure to present this project on SWOT Analysis for the
year 2026 which we have received from the Indian School Certificate (ISC)
Council. I have used technology to provide adequate information keeping in
mind the guidelines provided by the ISC Council. This year, the Council has
given us the project specifying that it should include a Conceptual Framework of
the SWOT Analysis of two companies.

Salient features of this project are:

a. Strictly as per guidelines issued by the ISC Council.
b. Simple and lucid style.
c. Due weightage to each topic.
d. Graphical Representation on the Case Study is shown at the end for
better understanding.

I believe that knowledge is never complete and one remains a student throughout
their life. I therefore request readers to bring to my notice the shortcomings and
errors, if any, in the project.

I thank my teachers for their untiring efforts in guiding us with the project.

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SWOT ANALYSIS

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 Table of Contents
Unit Sub-Heading Page Number

0.1 Name, UID 1

0.2 External Examiner’s 2
Certificate
0.3 Internal Examiner’s 3
Certificate
0.4 Preface 4
0.5 Topic 5
0.6 Table of Contents 6
0.7 Acknowledgement 10

Chapter 1 Introduction 11

1.1 What is SWOT 12

Analysis
1.2 Features of SWOT 13
Analysis

Chapter 2 Need and Objectives 14

Chapter 4 Literature Review 20

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Chapter 5 Conceptual Framework 23

5.1 Case I- The Coca Cola 24

Company
5.1.1 History 25
5.1.2 Products 26
5.1.3 Business Strategy 26
5.1.4 Business Segment 27
5.1.5 Revenue Model 28
5.1.6 Marketing Strategy 28
5.1.7 Market Share 29
5.1.8 Key Activities 29
5.1.9 Channels of 30
Distribution
5.1.10 Value Proposition 30
5.1.11 Target Audience 31
5.1.12 Corporate Social 32
Responsibility
5.2 Case II- Red Bull 32
5.2.1 History 33
5.2.2 Products 34
5.2.3 Business Strategy 34
5.2.4 Business Segment 35
5.2.5 Revenue Model 35
5.2.6 Marketing Strategy 37
5.2.7 Market Share 37

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5.2.8 Key Activities 38
5.2.9 Channels of 38
Distribution
5.2.10 Value Proposition 38
5.2.11 Target Audience 39
5.2.12 Corporate Social 40
Responsibility

Chapter 6 Graphical 41
Representation

6.1 Coca Cola 42

6.2 Red Bull 43

Chapter 7 Suggestions and 44

Recommendations

6.1 Coca Cola 45

6.2 Red Bull 46

Chapter 8 Analysis and 47

Interpretation

8.1 Coca Cola 48

8.1.1 Strengths 48
8.1.2 Weaknesses 49
8.1.3 Opportunities 49
8.1.4 Threats 51
8.2 Red Bull 52

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8.2.1 Strengths 52
8.2.2 Weaknesses 53
8.2.3 Opportunities 53
8.2.4 Threats 54

Chapter 9 References 55

9.1 Webliography 56
9.2 Bibliography 56

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Acknowledgement

“It is not possible to prepare a project report without the assistance &
encouragement of other people. This one is certainly no exception.”
On the very outset of this project, I would like to extend my sincere & heartfelt
obligation towards all the people who have helped me in this endeavour.
Without their active guidance, help, cooperation & encouragement, I would not
have made headway in the project.
I am extremely thankful and pay my gratitude to my Commerce teacher, Mr.
Chitrasen Bhattacharya for conscientious valuable guidance and support on this
project on “SWOT Analysis”
I extend my gratitude to my institution, Sri Sri Academy, Kolkata and its
principal, Mrs. Gargi Banerjee for giving me this opportunity to do this project.
I also acknowledge with a deep sense of reverence, my gratitude towards my
parents and friends who have always supported me morally.

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INTRODUCTION

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1.1 What is SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. A SWOT

analysis is a framework to help assess and understand the internal and external
forces that may create opportunities or risks for an organization.

Strengths and weaknesses are internal factors. They are characteristics of a

business that give it a relative advantage (or disadvantage, respectively) over its
competition.

Opportunities and threats, on the other hand, are external factors. Opportunities
are elements of the external environment that management can seize upon to
improve business performance (like revenue growth or improved margins).

Threats are elements of the external environment that may endanger a firm’s
competitive advantage(s), or even its ability to operate as a going concern (think
regulatory issues or technological disruption).

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1.2 Features of SWOT Analysis
1. Strengths:
Strengths involve a strong brand, a dedicated client base, a solid balance sheet,
innovative technology, etc., demonstrating what a firm excels at and what sets it
apart from its competitors. For instance, a hedge fund could have made a
proprietary trading process that outperforms the market. The next step is
determining how to exploit the outcome to attract additional investors.

2. Weaknesses:
Weaknesses are areas or traits where a company is less competitively beneficial
than its competitors. A lousy brand, higher-than-average turnover, high levels of
debt, an insufficient supply chain, or a lack of cash are areas where the company
has to improve to remain competitive. These may be more qualitative or
quantitative, just like strengths.

3. Opportunities:
The “Opportunities” section requires attention to outside elements that may help
a firm expand or develop. A rising total addressable market (TAM), technology
developments that may lead to maximizing efficiency, or modifications in
societal norms generated by new markets or new sub-segments of recent
markets are examples of opportunities to take into account.

4. Threats:
Threats are elements which pose threats to an organization’s operations. Though
oriented differently, the categories frequently resemble those in the
“Opportunities” section. Examples involve a declining industry (the same as a
declining TAM), technical advancements that might disrupt an existing
company’s operations, or changed societal standards that create current product
offers less appealing to a maximizing proportion of customers.

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NEED AND OBJECTIVES OF
THE STUDY

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2.1 Merits of SWOT Analysis
1. Simple and Straightforward Process- SWOT analysis does not require
technical expertise or formal training. Instead, anybody with an
understanding of the organization in a situation and the sector in which
it operates can conduct it.
The procedure includes facilitating a brainstorming session where the four
SWOT analysis elements are explored. As a consequence, the opinions and
judgments of the individual participants are combined to form group opinions
that the whole group supports. In this manner, each person's expertise
contributes to the accumulated knowledge.

2. Offer Multi-Level Analysis- By examining each of the four components of

the SWOT analysis-strengths, weaknesses, opportunities, and threats- you
may learn vital information about the probability of achieving your goal. A
business person may be warned that a planned expenditure in a new
manufacturing work area should be more properly examined if certain
risks to the corporate environment, such as new government laws
regulating a product design or the launch of competitive products, are
discovered.

3. Encourages Strategic Planning- A key tool for strategic planning is the

SWOT analysis. It is a systematic process for identifying the advantages,
disadvantages, opportunities, and risks that might have an impact on a
project, company, or organization. Organizations may create strategies to
optimize their strengths and reduce their shortcomings by recognizing
and comprehending these elements. This can increase their chances of
success and help them stay competitive.
The external and internal elements that might affect a business's development
and success can be found and evaluated using the SWOT analysis. This could
enable better planning by assisting businesses in choosing where to concentrate
their efforts and resources in order to produce the greatest value. It may also be
used to decide how to distribute resources best or create a long-term strategy.
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 4. Flexible or Versatile- SWOT analysis is a versatile tool that may be applied
in various contexts. It may be applied to discover and assess an
organization's products, projects, or even an individual's strengths,
shortcomings, opportunities, and threats. It may be applied to analyze the
state of a firm or the viability of a new product or business endeavour.
SWOT analysis is also applicable to a range of situations, including product
development, advertising campaigns, and organizational decision-making.
SWOT analysis may be implemented in a variety of ways. It may be applied
informally to brainstorm and produce ideas, or it can be applied formally to
evaluate a specific problem. It may be used to swiftly evaluate a variety of
elements, including market trends, competition risks, and customer wants. It
may also be used to evaluate alternatives and choose the best one.
Last but not least, SWOT analysis may be applied at any level of development
or operation. It may be applied early on in a project to discover prospective
opportunities and dangers or later on to assess potential solutions and their
chances of being successful. SWOT Analysis is an effective technique that may
be employed to evaluate a number of circumstances and assist companies in
making wise decisions as a result.

5. Shows Possible Opportunities and Threats- SWOT analysis may be used by

businesses to pinpoint the main opportunities and dangers present in any
particular market. As a result of this tool's accessible findings, every small
community may have its data enlarged to the regional, national, or global
levels. This enables the company to recognize and then take full advantage
of its strengths and shortcomings.

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LIMITATIONS OF THE STUDY

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3.1 Demerits of SWOT Analysis

1. Unpredictable- The “unpredictability” of the SWOT analysis is a significant

drawback since it is hard to foresee prospective threats, opportunities, and
weaknesses that may emerge in the future. SWOT analysis frequently only
considers the existing environment and is unable to recognize any outside
influences that could have an impact on the organization's future. This may
result in a lack of readiness and the inability to handle any possible
problems that could emerge effectively.
As a result, businesses could find it difficult to predict trends or other prospective
developments that could have a big effect on their business. Finally, since the
competitive environment is not taken into account in a SWOT analysis,
businesses may not be able to foresee their rivals' moves or take proactive
measures to obtain a competitive edge.

2. Time-Consuming Process- A SWOT analysis takes a lot of time to

complete. To accurately pinpoint a company's strengths, flaws, opportunities,
and dangers, extensive study and analysis are needed. Evaluating the internal
and external elements that have an impact on a business's success might take
some time. This includes investigating the market's competitive
environment, assessing the company's strengths and weaknesses, and
reviewing customer and financial data as well as other market information.
Finding the ideal balance between getting enough information to enable the team
to make choices and gathering too much information that would overwhelm them
and prevent them from doing so may also be challenging. Analyzing and
understanding the data needed to conduct a SWOT analysis can be time-
consuming.

3. High Cost- A significant drawback of SWOT analysis is its high cost. This
is true because it takes a lot of resources-including time, money, and
personnel- to do a successful SWOT analysis. Access to outside consultants
or experts can also be necessary.
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Even with these tools, it might be challenging to complete a thorough SWOT
analysis that considers all pertinent elements. For small enterprises or groups
with tight resources, the expense of the analysis may be unaffordable.
Furthermore, the analysis' findings could not be precise or thorough enough to
allow for decision-making.

4. Subjective Analysis- Being a subjective analysis means that SWOT analysis

is heavily reliant on the opinion of the individual or team conducting the
analysis. This can lead to bias, as the opinion of the individual or team could
be influenced by their personal beliefs or experiences rather than by the
facts. This can sometimes lead to inaccurate or incomplete results and can
limit the effectiveness of the analysis.
Additionally, subjective analysis can lead to different interpretations of the same
data, which can lead to confusion and misunderstandings. Finally, subjective
analysis can be difficult to replicate, as the same results may not be achieved if
the analysis is conducted by a different individual or a team.

5. Absence of Recommendations- One of the primary drawbacks of SWOT

analysis is the absence of recommendations that may be put into practice.
This implies that even if the SWOT analysis might spot prospective
opportunities and threats, it does not offer comprehensive advice on how
to seize these chances or reduce the risks brought on by threats.

SWOT analysis is largely a diagnostic tool, not a therapeutic one. It doesn't offer
any detailed advice on how to take advantage of the opportunities and eliminate
risks that may have been recognized. The identified strengths, weaknesses,
opportunities, and dangers are not given any method of prioritization.
Organizations may therefore find themselves with a huge number of feasible
tactics without any idea of which to concentrate on. Moving from analysis to
action may become challenging as a result.

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LITERATURE REVIEW

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According to Kotler and Armstrong (2008): -

“SWOT analysis is an overall evaluation of the strengths, weaknesses,

opportunities and threats that the company has. The purpose of this analysis is
to combine the four elements, by putting together the strength of the company
with the opportunities that exist, so that from these strengths and opportunities
can reduce weaknesses and overcome the upcoming threats.”

According to Rangkuti: -

“SWOT analysis is an effort carried out based on logic that can maximize
strength and opportunity, and at the same time can minimize weaknesses and
threats. This analysis aims to identify various factors systematically to
formulate the company's strategy.”

According to Pearce and Robinson: -

“SWOT analysis is part of the company's strategic management process that

aims to identify the company's main strengths and weaknesses. These
weaknesses and main strengths are compared with opportunities and external
threats as a basis for generating various alternative strategies.”

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According to Michael E. Porter: -
“The essence of formulating competitive strategy is relating a company to its
environment. Although the environment is very complex, comprising many
dimensions, it is also relatively predictable. This is important because the
company's strategy must fit not only its internal situation but also its external
environment. Two tools useful in analyzing company's external environment
are the Five Forces framework and SWOT analysis.”

According to Albert S. Humphrey: -

“SWOT analysis, a framework for identifying and analyzing the internal and
external factors that can have an impact on the viability of a project, product,
place or person. It provides information that is helpful in matching the firm's
resources and capabilities to the competitive environment in which it
operates.”

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CONCEPTUAL FRAMEWORK

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 CASE I
The Coca-Cola Company

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 5.1 The Coca-Cola Company

The above logo is purely used for

academic purposes and no other use or intention
5.1.1 History is intended

The company was founded in Atlanta, Georgia. It was Pharmacist Dr. J.S
Pemberton who invented Coca-Cola. The same day, the new product was sold as
a soda fountain drink for five cents. After mixing Carbonated water into it
Pemberton finally created what today is regarded as the best soft drink -Coke.
Following the death of Dr. J.S. Pemberton in 1888, all of his remaining rights to
the product were purchased by G. Candler, a druggist and Atlanta businessman.
Mr. Candler recognized great potential in Coca-Cola and went on to acquire
complete control for $2300 in 1891.
The trademark ―COCA-COLA was first registered in United States Patent
office on January 31st, 1893, and has been renewed periodically. That same
year, the first dividend was paid to the shareholders.

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 5.1.2 Products
1. Diet Coke 6. Fresca
2. Coke II 7. Tab
3. Sprite 8. Mr. Pibb
4. Cherry Coke 9. Minute Maid
5. Fanta Brand 10. Power Ade

5.1.3 Business Strategy

Coca-Cola follows a business strategy where it invests initially in bottling partner
operations that sell the final bottled product through its operating arm. Looking
at the growth Coca-Cola has seen over the years; their business strategy is very
much effective due to which they are still standing today high. Coca-Cola is a
household name around the world which is due to its excellent marketing.
Through many years after the founding of Coca-Cola, Coca-Cola has evolved by
improving its quality of products, quality of marketing.

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5.1.4 Business Segment
Coca-Cola operates in four geographical areas and two non-geographical
areas:
 The flagship of the company in North America. The market is valued at
$215 billion and has a consumption of about 370 million.
 Latin America has over 650 million consumers covering 39
distinct marketplaces and providing over $72 billion in value.
 This category is valued at $220 billion, with around 2,8 billion consumers
throughout Europe, the Middle East & Africa, which comprises 130
distinct markets.
 The market in Asia-Pacific has a total of 4 billion customers. A total of
32 marketplaces generates a total value of $280 billion.

 In 2006, we established the Bottling Investment Group (BIG). This

division is responsible, as indicated above, for guaranteeing the success of
bottling operations.
 In January 2019, Global Ventures (GV) was established to monitor
and incorporate brands.

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 5.1.5 Revenue Model
The sale of a variety of drinks, including sparkling soft drinks, water, reinforced
water, and sports beverages and juices, milky beverages as well as plant
beverages and energy beverages, are the source of Coca-Cola income. In the
whole year, revenues are predicted to grow by 9.3% from 31.9 billion dollars in
2018 to 34.8 billion dollars in 2019 and by 4.7% to 36.5 billion dollars in 2020.
The growth in nearly all key areas will likely create higher revenues compared
to slightly smaller revenues from the transportation business. The firm
announced several major acquisitions by 2018 such that Costa Limited and a
Strategic Partnership with BODYARMOR will further drive revenue growth
through Coca-inorganic Cola’s development initiatives. The new company,
which is a rapidly increasing leader in drinking categories, including juices,
value-added dairy, and ice tea, has recently announced its acquisition of full
ownership in Chi Ltd. in Nigeria.

5.1.6 Marketing Strategy

Coca-Cola is one of those very few companies that provide what their customers
crave. They do not take advantage of this and they always try to provide
customers with a quality drink. As the brand has quoted, "Open a Coke, Open
Happiness."

The Coca-Cola marketing strategy is not just a plan for marketing and promoting
their product. It is all a part of a person’s needs. They maintain that connection
with their customers and always plan according to the response from the public
and media. This helps them design a strategy that helps them never lose their
customer volume.

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5.1.7 Market Share
Coca-Cola holds a 43.7% market share of global sales in the non-alcoholic
beverage industry. Thus, Coca-Cola has a commanding lead over its competitors,
with nearly half of the global sales in the industry. This statistic is a clear
indication of the company’s success and its ability to remain a leader in the
industry. Coca-Cola’s revenue was approximately 33 billion U.S. dollars in
2020. It shows that the company was able to maintain its strong presence in the
market and continue to generate revenue. This is a great indicator of the
company’s resilience and its ability to adapt to changing market conditions. The
Coca-Cola Company sold 28.2 billion-unit cases of its products in 2020.

5.1.8 Key Activities

 Bottling
 Syrup manufacture and supply
 Marketing
 Distribution in enormous quantities of the physical product (franchises)
 Manufacture (franchises)

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 5.1.9 Channels of Distribution
 Restaurants  Events
 Vending machines  Television
 Stores  Posters
 Supermarkets  Emails
 Website  Leaflets
 Social Media  Billboards
 Snapshots  PR activities
 Newspapers  Magazines
 Promotion Campaigns  Radio

5.1.10 Value Proposition

The Coca -Cola Company is a consumer and client value organization. For this
organization, customers are their energy supply. The value begins with the
products of Coca-Cola. Therefore, more diversity of brands, pricing, packaging,
and accessibility can achieve this. This is important. Coca-Cola products also
focus on the satisfaction of the customer’s lifestyle. For instance, if someone
was going to have a diet, coke is on a diet. Consequently, Coca-Cola meets the
customer’s product requirements.
Coca-Cola has more than 400 brands (including water, juice, teas, coffees, energy,
and sodas) and wants to get its customers to try something new. The choice of
Coca-Cola products is actually for consumers. “Open Happiness” was one of
Coca-Cola’s slogans. Cola’s This motto was used by the consumers to allow
consumers to enjoy their products. Coca-Cola meets the current needs of
consumers with non-alcoholic drinks. The coke side of life, which is happy
when you’re opening a can of coke or any other product, is the current value
offer for Coca-Cola. The coke side of life.

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5.1.11 Target Audience
In general, Coke has no special goal and is aimed at all. The brand is
nevertheless able to reach the main consumers aged 12-23. Although the brand
cannot reach them through partnerships, such as restaurants, fast foods, like
McDonald’s, or due to its value for its consumers, even if there are no specific
products or communication at least 12 or more than 30 years old. Coca-main
Cola’s target audience is young people or young people. Their goal is not
gender-based, but the results indicate that both sexes like and use this product
(nearly 50/50).
Finally, each customer is regarded as a target and a potential consumer by Coca-
Cola.

5.1.12 Corporate Social Responsibility

Coca-Cola's corporate social responsibility (CSR) initiatives are anchored in its
commitment to environmental sustainability, community empowerment, and
diversity. The company prioritizes environmental stewardship by focusing on
water replenishment projects, aiming to replenish all the water it uses. Through
initiatives like the "Replenish Africa Initiative" (RAIN), Coca-Cola works to
provide access to clean drinking water and sanitation facilities to communities
across the continent. Additionally, Coca-Cola is dedicated to reducing its
environmental footprint by striving for recyclable or reusable packaging for all
its products by 2025, emphasizing responsible consumption and waste
reduction.

Furthermore, Coca-Cola actively engages in community development programs

worldwide, supporting education, economic empowerment, and youth initiatives.
The company's efforts extend to scholarships, vocational training, and
partnerships with NGOs and local governments, aiming to make a positive
impact on communities where it operates. Moreover, Coca-Cola prioritizes
diversity and inclusion within its workforce, fostering an environment that
values the unique perspectives and contributions of employees from diverse
backgrounds. These CSR endeavours reflect Coca-Cola's commitment to
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sustainability, social progress, and ethical business practices.

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CASE II
Red Bull

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 5.2 Red Bull

The above logo is purely used for academic

purposes and no other use or intention is intended

5.2.1 History
Red Bull is an energy drink created by Austrian entrepreneur Dietrich
Mateschitz in collaboration with Thai businessman Chaleo Yoovidhya. It was
first introduced in 1987 in Austria and then later in other European countries.
The idea for Red Bull originated from Mateschitz's travels to Thailand, where he
discovered a popular energy drink called Krating Daeng, which was developed
by Yoovidhya. Mateschitz teamed up with Yoovidhya to modify the formula for
Western tastes, and Red Bull was born.
Today, Red Bull is one of the best-selling energy drinks worldwide, with a
presence in over 171 countries. It has diversified its product line with variations
like sugar-free and flavoured options. Additionally, the brand continues to invest
heavily in marketing and sponsorship, maintaining its association with extreme
sports and high-performance activities.

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 5.2.2 Products
 Red Bull Cola  Red Bull Silver Edition
 Red Bull-Sugar Free  Red Bull Red Edition
 Red Bull-Energy Shot  Red Bull Blue Edition
 Red Bull Total Zero  Red Bull

5.2.3 Business Strategy

Red Bull's business strategy is characterized by its innovative marketing tactics and
strong brand image. Through unconventional approaches like sponsoring
extreme sports events, music festivals, and other high-energy activities, Red
Bull has carved out a distinct identity associated with adventure and vitality.
This strategy not only helps the company stand out in a crowded market but also
resonates with its target demographic of young, active consumers seeking
excitement and adrenaline.

Moreover, Red Bull's global expansion and strategic partnerships have played a
crucial role in its success. By entering diverse markets worldwide and forging
alliances with key players in sports, entertainment, and culture, the company has
been able to extend its reach and influence. These partnerships not only enhance
brand visibility but also reinforce Red Bull's association with high-performance
lifestyles.

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5.2.4 Business Segment
Red Bull primarily operates within the energy drink segment of the beverage
industry. Energy drinks represent the core business segment for Red Bull, with
its flagship product being the original Red Bull Energy Drink. This segment
focuses on providing consumers with a convenient and potent source of energy
and stimulation, typically containing ingredients such as caffeine, taurine, and
B- vitamins.
Additionally, Red Bull has diversified its product offerings within the broader
beverage market. This diversification includes the introduction of various
product lines, such as sugar-free versions of its energy drink, flavoured variants,
and specialized editions with different formulations or packaging. These
extensions allow Red Bull to cater to different consumer preferences and
expand its market reach beyond its traditional energy drink segment.
Furthermore, Red Bull has ventured into related industries and segments through
strategic partnerships and brand extensions. For example, the company has
collaborated with other brands to develop co-branded products, entered the
market for sports and lifestyle apparel, and invested in media production and
content creation. These initiatives broaden Red Bull's presence and allow it to
leverage its brand equity across multiple business segments while staying true to
its core identity in the energy drink market.

5.2.5 Revenue Model

Key elements of Red Bull's revenue model include:
1. Product Sales: Red Bull earns revenue through the sale of its energy drink
products. These sales constitute the primary source of income for the
company. Revenue is generated from the sale of individual cans or bottles
of Red Bull, as well as bulk purchases made by retailers and distributors.

2. Distribution Channels: Red Bull operates an extensive distribution

network to ensure its products are widely available to consumers. This
network
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includes partnerships with wholesalers, distributors, and retailers across various
regions and countries. Red Bull's distribution strategy focuses on
maintaining visibility and accessibility in key markets.

3. Brand Extensions: While the original Red Bull Energy Drink is the core
product driving revenue, the company also generates additional income
through the sale of related products and brand extensions. This includes
variations such as sugar-free versions, flavoured editions, and
specialized formulations aimed at specific consumer preferences.

4. Strategic Partnerships and Sponsorships: Red Bull leverages strategic

partnerships and sponsorships as a revenue-generating strategy. By
collaborating with events, athletes, and organizations in sports,
entertainment, and culture, Red Bull not only enhances brand visibility but
also generates revenue through sponsorship deals, co-branded products,
and licensing agreements.

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 5.2.6 Marketing Strategy
Red Bull’s unique marketing strategy focuses on building brand recognition
through extreme sports, cultural events, and innovative advertising. The
company has sponsored and organized numerous events, including the Red Bull
Air Race, Red Bull Cliff Diving, Red Bull Crashed Ice, and Red Bull Flugtag.
Red Bull also sponsors various athletes across different sports, including
Formula 1, soccer, and skateboarding.

Red Bull’s USP is built around the slogan “Red Bull gives you wings,” which
encapsulates the idea that the energy drink enhances performance and provides
an energy boost to help consumers achieve their goals. Red Bull is a premium,
functional beverage offering more than just hydration, differentiating itself from
traditional soft and other energy drinks.

5.2.7 Market Share

With a market share of 43%, it is the most popular energy drink brand as of 2020,
and the third most valuable soft drink brand, behind Coca-Cola and Pepsi.
Since, its launch in 1987, more than 100 billion cans of Red Bull have been sold
worldwide, including over 12 billion in 2023.

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5.2.8 Key Activities
 Media channels
 Smart Transport (produces lesser than C02 emissions)
 Marketing activities
 Sponsorships activities
 Wall-to-Wall production (saving resources through short distances)
 Efficient cooling (with the use of eco-friendly coolers)

5.2.9 Channels of Distribution

 Restaurants  Events
 Vending machines  Television
 Stores  Posters
 Supermarkets  Magazines
 Website  Radio
 Social Media

5.2.10 Value Proposition

1. For businesses, Red Bull provides more exposure on their YouTube
channel: The company offers more exposure and awareness to other non-
competing businesses by running ads on its marketing channels. Red Bull
uses its marketing channels to create value for consumers. For instance, it
has a YouTube channel for content creation with over 10 million
subscribers.

2. Red Bull gives more energy to young people: According to its slogan, Red
Bull gives wings to young people and their ideas through their energy drinks.
The company has about 150 related products in the energy drinks segment.
In fact, they created that segment in the market in 1987, and they have been
P a g e 39 | 60
 leading the industry since. Also,80% of the energy used for production is from
renewable resources. This means Red Bull diversifies its energy supply and
produces no greenhouse gasses, which causes air pollution. The company
is not only passionate about providing consumers with the best energy drink,
but it also ensures its activities do not harm the environment its customers live
in.

3. For people in highly-demanding professions, Red Bull helps them

perform better at work: The company’s energy drinks give more energy to
people in energy-demanding occupations like industrial engineers, miners,
welders, firefighters, etc.

4. For athletes, Red Bull’s energy drinks enhance their focus: Athletes need
energy and high mental focus for practice and performance on the field.
Red Bull’s energy drinks help athletes to maintain focus, endure exercise
workouts, improve performance, and stimulate alertness.

5.2.11 Target Audience

Red Bull’s target market is young people between the age of 15 and 45 with high
income. The company segments its target market even further offering as the
main benefit a sense of belonging and enhanced physical and mental
performance.

Matschitz explained the failure of Red Bull's first consumer test by claiming that
such products only succeed in their intended environment. In sterile laboratories,
no one needs extra energy, so Red Bull could not be treated at its true value. The
moment the drink was introduced into gyms, parties, and bars, or even
boardrooms, the rejection stopped, because the product found its right target
audience.

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5.2.12 Corporate Social Responsibility
 Red Bull funds, sponsors, and invests in talented extreme sports athletes,
giving them exposure and helping them build a career around what they love.
The athletes’ names are always featured in Red Bull’s videos.
 By featuring the athlete’s names, it not only provides Red Bull with the
material it needs to put its videos together – it also shows its wider community
(its consumers and fans who watch the videos) that Red Bull is actively
helping these athletes find their place in the world.

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 GRAPHICAL
REPRESENTAION

P a g e 42 | 60
6.1 Coca-Cola
SWOT Analysis

• Strong Brand Identity

• Strong Brand Value
• Global Reach
• Market Share

S
• Repositioning Portfolio
• Brand Association

• Product Diversification
• Health Issues
• Infringement Lawsuits
• Overdependence On Third-party Technology Providers

W
• Extension Of The Ready-to-drink (RTD)
• Add New Goods To The Market And Lessen Added Sugar
• Profits From The Declining Value Of The U.S Currency
• Leveraging TikTok

O
• Pollution Lawsuit
• Fierce Competition
• Economic Uncertainity
• Increasing Health Awareness

T
• Possible Contamination

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6.2 Red Bull
SWOT Analysis

• Icon of Youth
• Extensive Global Reach
• Supremacy in Marketplace
• Effective Marketing Strategies

S
• Portfolio Diversity
• Supply Chain Efficiency

• Providing Unhealthy Drinks

• Trademark Enforcement Difficulties
• Quite Pricey
• Variety is limited

W
• Provide Healthier Alternatives
• Expansion of Product Range
• Emphasis on Emerging Markets
• Participate in Sports to the Fullest

O
• High Costs
• Replication of Products
• Competition
• Stricter Regulations

T
• Global Economic Crisis

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 SUGGESTIONS &
RECOMMENDATIONS

P a g e 45 | 60
7.1 Coca-Cola

1. Diversification into Healthier Beverages: While Coca-Cola has made

strides in offering healthier options, such as bottled water and low-calorie
drinks, further diversification into functional beverages, such as vitamin-
infused drinks or natural energy drinks, could tap into the growing health-
conscious market.

2. Sustainability Initiatives: Coca-Cola could intensify its efforts in

sustainability by reducing plastic usage, investing in recycling
infrastructure, and promoting eco-friendly packaging alternatives. This
move aligns with consumer preferences for environmentally responsible
brands.

3. Expansion into Emerging Markets: Targeting emerging markets presents

significant growth opportunities for Coca-Cola. Tailoring products to local
tastes and preferences while leveraging its global brand recognition can
help capture market share in regions like Asia, Africa, and Latin America.

4. Enhanced Digital Presence: Investing in digital marketing and e-

commerce platforms can strengthen Coca-Cola's connection with
consumers, allowing for personalized marketing campaigns, direct sales,
and deeper insights into consumer behaviour.

5. Innovative Partnerships: Collaborating with other companies, particularly

in the technology sector, can drive innovation and open new avenues for
product development and distribution. Partnerships could involve co-
branded products or leveraging technology for more efficient supply chain
management.

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7.2 Red Bull

1. Product Diversification: Red Bull could expand its product line

beyond energy drinks into related categories such as sports nutrition,
functional beverages, or even non-beverage products like apparel or
accessories targeting its active and adventurous consumer base.

2. Digital Content and Community Building: Red Bull has a strong

association with extreme sports and adventure. Capitalizing on this, the
company can further invest in creating compelling digital content,
sponsorships, and events to engage with its target audience and foster a loyal
community around its brand.

3. Health-Conscious Offerings: Recognizing the growing demand for

healthier beverage options, Red Bull could explore developing low-sugar or
natural energy drink alternatives to appeal to health-conscious consumers
without compromising on taste or functionality.

4. Global Expansion: While Red Bull has a strong global presence, further
expansion into untapped markets, especially in Asia and Africa, can fuel
growth. Localizing marketing strategies and product offerings to resonate
with diverse cultural preferences will be crucial for success in these
regions.

5. Investment in Sustainability: Red Bull could demonstrate its commitment

to sustainability by implementing eco-friendly practices across its
operations, from sourcing ingredients to packaging and distribution.
Communicating these efforts transparently can enhance brand reputation
and appeal to environmentally conscious consumers.

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 ANALYSIS &
INTERPRETATIO
N

P a g e 48 | 60
8.1 Coca-Cola

8.1.1 Strengths

1. Strong Brand Identity- Coca-Cola is popular because of its strong brand

identity. According to an analysis, it is one of the most substantial world-
class companies, with a brand strength index of 93.3 out of 100. From
product packaging to design and content, it is evident that Coca-Cola
puts creativity and quality into its products.
2. Strong Brand Value- Since its founding in 1886, over a hundred years
ago, Coca-Cola is currently valued at 97.7 billion U.S. dollars, making it
one of the brands with the highest value globally. Over the years, the
company has developed unique strategies like customized bottle designs,
festive season designs, and other flashy designs to attract shoppers.
3. Global Reach- Making sales in over 200 countries and approximately 1.9
billion servings daily, Coca-Cola has a global reach. The company has
achieved international success by providing refreshments with a minimal
amount of money. Coca-Cola has over 16 million customers worldwide
and keenly focuses on enhancing value for its customers.
4. Market Share- Coca-Cola has the largest market share. According to a
report, Coca-Cola products are sold in more than 200 countries. The report
also shows that out of 50 billion different beverages served worldwide in a
day, beverages owned or licensed by Coca-Cola amount to approximately
1.9 billion. Overall, beverages with the Coke or Coca-Cola trademark
dominate the soft drink market.
5. Repositioning Portfolio- There are varieties of brands under Coca-Cola
that are currently in circulation in the world. This is because the company
produces carbonated drinks and other types of drinks.
6. Brand Association- The brand has strong customer loyalty, and customers
are easily attracted to a particular taste, making it difficult to get substitutes
quickly. Also, it has a close consumer-supplier relationship and
entertaining adverts that trend in the media.

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8.1.2 Weaknesses

1. Product Diversification- Coca-Cola has low product diversity, whereas

Pepsi has launched various products, which include food, snacks, and also
beverages. This gives Pepsi an edge over Coca-Cola.
2. Health Issues- Two major health problems — Diabetes and Obesity
—, caused by high sugar consumption, can be traced back to the intake
of carbonated drinks since it is the primary source of sugar
consumption.
3. Infringement Lawsuits- Coca-Cola has faced several lawsuits, which may
have left doubts in the minds of consumers. It also might negatively impact
its credibility. One of the significant lawsuits faced by Coca-Cola is the
infringement on a patented, internet-enabled, freestyle drink dispenser.
Other lawsuits Coca-Cola engaged in include Thumbs up a trademark,
“ZERO” trademark, 1983 copyright infringement, and many others.
4. Overdependence on Third-Party Technology Providers- Coca-Cola uses
technology in product development, better product placement and
personalization, data analytics, and advertising. However, Coca-Cola
outsources the IT support it needs. It also needs technology for its supply
chain to thrive. It is, therefore, a significant disadvantage that most of
their technology comes from third parties.

8.1.3 Opportunities
1. Extension of The Ready-to-drink (RTD)- The Coca-Cola Corporation
subsidiary in Japan introduced the Georgia RTD coffee brand to the market
in 1975. Georgia was a hit in Japan, and in 2009, the business brought the
name to the United States. Currently, Asians living in the U.S. are the
primary consumers of these coffees. Although the market is relatively tiny,
Coca-Cola could continue advertising its Georgia brand to gain market
share for RTD coffee in the United States. Additionally, numerous smaller,
rapidly expanding RTD coffee companies could be quickly acquired to
grow the business’s RTD caffeine portfolio and its share of the market.
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2. Add New Goods to the Market and Lessen Added Sugar- Coca-ability
Cola’s to produce beverages that satisfy the needs of consumers who care
about their health is another asset. People are increasingly switching to
healthier choices like less sugary drinks and water due to consumers’
obsession with health. Coca-Cola will profit from such a trend if they
enter this market because it can raise its earnings and market share.

3. Profits from the Declining Value of the U.S. Currency- The Coca-Cola
Company generated $20.683 billion of its revenue outside the United States
in 2017. This indicates that most of The Coca-Cola Company’s profits come
from sources other than the U.S. dollar. Therefore, for the business to
compute its total income and send its revenues back to the U.S., other
currencies must be changed to the U.S. dollar. This is where a weak U.S.
dollar, or in other words, the currently declining U.S. dollar exchange rate,
is a financial opportunity for the company.

4. Leveraging TikTok- Coca-Cola launches its first U.S. TikTok challenge

and joins the TikTok stratosphere. It’s an excellent move for the business to
increase brand awareness. With more than a billion active members,
TikTok is a powerful platform.

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8.1.4 Threats
1. Pollution Lawsuit- Coca-Cola is a significant polluter with its non-
biodegradable packaging. In June 2021, Earth Island Institute filed a lawsuit
against Coca-Cola, stating that they use deceptive marketing by proclaiming
that they are a sustainable and environmentally friendly company when in
the true sense, they are the major contributor to plastic pollution globally.

2. Fierce competition- Coca-Cola stands distinctly and firmly in the market.

However, it is not immune to fierce competition. Coca-Cola’s direct
competition comes from soft drinks producers such as Pepsi, Red Bull,
etc. Indirect competition often comes from wine and beer companies.

3. Economic uncertainty- One of the biggest concerns of many companies,

including Coca-Cola, is economic uncertainty. In 2016, Coca-Cola reported
a decline in revenue in 28 countries, which includes Nigeria and Russia. In
2020, due to the pandemic, sales declined, though not as much as
anticipated.

4. Increasing Health Awareness- Sugary soda drinks have held less appeal
to consumers due to increased health consciousness. Informed consumers
are also turning to healthier drinks. Some alternatives include low-or-no-
sugar carbonated beverages, iced tea, sports drink, energy drink, ready-to-
drink coffee, sparkling water, energy drinks, juices, and dairy.

5. Possible Contamination- In November 2021, Coca-Cola voluntarily

recalled Minute Maid drinks with the explanation that they might contain
washers or metal bolts. The Food and Drug Administration, responsible for
keeping the foods consumed safe, made the report. About 7,500 cases of
Minute Maid were recalled. Other products involved in the recall are Sprite
and Coke.

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8.2 Red Bull

8.2.1 Strengths
1. Icon of Youth- Red Bull has established a youthful brand and efficiently
uses all platforms to attract youngsters worldwide.

2. Extensive Global Reach- Red Bull works in a variety of markets across the
world, including North America, Europe, Africa, Asia, and Australia.
Having a global presence improves stability and fosters long-term growth.

3. Supremacy in the Marketplace- Red Bull leads the energy drink business
in the United States and is the global top. Red Bull has the greatest global
market share, with 7.5 billion cans sold in 2019. Dominant firms have an
unfair edge over competitors.

4. Effective Marketing Strategies- Red Bull’s marketing strategy is strong,

utilizing social media and sports. Red Bull Racing is the third-best
Formula One team and supports hundreds of sportsmen and teams in
various sports.

5. Portfolio Diversity- While energy drinks account for the majority of

Red Bull’s earnings, the company also has interests in automobile
racing, air racing, auto manufacturing, and assembly, as well as the arts.

6. Supply Chain Efficiency- It has established a highly efficient supply chain

of trusted suppliers and diligent distributors. This has eliminated bottlenecks
and guaranteed that raw materials are constantly accessible and that products
are adequately supplied in retail locations worldwide.

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8.2.2 Weaknesses
1. Providing Unhealthy Drinks- Customers are becoming more health-
conscious and avoiding sugary and unhealthy foods. Regrettably, Red Bull
remains reluctant to change and continues to rely on unhealthy energy
drinks.
2. Trademark Enforcement Difficulties- Red Bull’s formula is tough to
defend because the firm did not create the ingredients. Any manufacturer
may produce a product that is nearly identical to Red Bull but has a small
change in flavour and get away with it.
3. Quite Pricey- Products branded and advertised as premium with excessively
high price tags struggle to attract the middle and lower classes. Furthermore,
it exposes the company to the threat of losing consumers and market share to
new competitors with lower-cost products.
4. Variety is limited- Consumers want alternatives, regardless of the things
available on the market. There are several goods that Red Bull could sell,
such as iced tea, fruit beverages, snacks, and sweets, but the firm insists
on selling only two such as – sugar-rich energy drinks and sugar-free
energy drinks.

8.2.3 Opportunities
1. Provide Healthier Alternatives- With a growing number of health-
conscious consumers, Red Bull could invest more in R&D to achieve and
provide healthier products. As a result, the firm will be able to capitalize on
the growing demand for healthier alternatives for food and drinks.
2. Expansion of Product Range- Red Bull could expand its product ranges
to provide greater diversity, and new tastes, and to target a broader market
group.
3. Emphasis on Markets Emerging- Red Bull’s key markets are the United
States and Europe, yet both are crowded with multiple brands fighting for
market share. Red Bull may target emerging markets in Asia, Africa, and
Latin America, where the middle class is growing, the economy is
getting better, and the market is overlooked.
4. Participate in Sports to the Fullest- Red Bull could grow into sports for
business goals because of its years of expertise as a sponsor. For example,
P a g e 54 | 60
it could concentrate on making Red Bull Racing the top team in Formula
One.

P a g e 55 | 60
8.2.4 Threats
1. Costs are increasing- The ever-increasing operating expenses
undermine profits, from rising raw material costs to excessive marketing
charges.

2. Replication of products has increased- Consumers all across the globe

are drinking energy beverages that taste and look just like Red Bull,
mistaking them for the real thing. Red Bull’s profitability will be
threatened even further when more emerging economies gain the
technology to imitate valuable items.

3. Competition is intense- Aside from Monster, Red Bull faces intense

competition from small businesses that provide high-quality but low-cost
energy beverages to specialized markets. Red Bull’s worldwide
dominance may be threatened if competition from these firms grows
significantly.

4. Stricter regulations- Countries are concerned with how to control the rise
of lifestyle illnesses. Governments may decide in the future to impose
stricter rules on items containing harmful substances.

5. Global Economic Crisis is on the Loom- Costly luxury items are the first to
be removed from a limited budget during times of economic crisis. With the
approaching recession, Red Bull’s revenues and profits are at risk because
its goods are high-priced luxury items.

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REFERENCES

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