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Strategic Management Assignment: Case Analysis Of Coca-Cola
Task: Strategic Management Assignment Task: You are to write a 3000-word report on the case study analysis for your identified organization by taking a role of Strategic Management Consultant.
Description Draw on the research done in the previously submitted assessments to provide strategic recommendations for your selected company.
The recommendations need to be based in research and critical analysis, be realistic and feasible, and reflect the currently available data. Outline the steps needed to achieve the outcome that you are recommending. You also need to provide a holistic analysis of the expected outcomes for your recommendations. Consider economic, social, and environmental consequences of your recommendations.
Executive Summary The company of Coca-Cola has been viewed in this strategic management assignment. Distinctive risks such as that of the lack of sustainable approaches, the lack of HR potential and high market competition have been delineated as major points of concern for the business. In retrospect to this, it is important to understand that the solutions offered in this study are centred on the scope of CSR business model integration with talent management and innovation culture to firmly establish a unidirectional strategic direction for the company. The economies of scale through complementary forces of the solution models will help the company to develop significant reproach to the risks ascribed as per environmental investigations.
1. Introduction Drawing out of the importance of the impact of the environment of businesses on the case of the strategic impacts created by companies it needs to be viewed that there is a larger level of impact which needs to be required to ensure a larger scale and scope of impact that can be created. It is important to understand that for the case of the overall scale and scope of the same, there is a need for understanding the imminent threats in the environment of a business. This helps in order for assuring a significant rate of change and impact which needs to be drawn out and engaged within.
This study will look into the case of the company of Coca-Cola through the means of a stakeholder matrix to determine the different stakeholders of the business effectively. This would help in order for assuring a significant rate of importance which can be derived and ensured through the scope of the company effectively. It is important to understand that through the case of the overall company and its stakeholders important aspects need to be revealed and understood effectively. This helps in order for understanding the significant rate and potential of efficacy which can be drawn out and engaged through the scope of the same.
This study will be looking into the creation of a risk matrix for the company of Coca-Cola. Through this matrix the risks indeed in the case of the market of the company will be identified and then enlisted. Three distinctive risks will be enlisted and three different solutions will be reported in accordance with the same. This would help in ensuring that the risks can be ligated to the largest extent.
2. Stakeholders In the case of the stakeholder matrix it can be viewed that there is a larger rate of importance that has been placed on the case of understanding the importance of stakeholders for a business. Ilinova et al. (2018), indicates that the stakeholder matrix defines a set of interest versus power ratio which different stakeholders of a company intend to have based on tier association with the overall business. In the context of this the stakeholder matrix is to be discussed with pivotal importance being placed on the different stakeholder groups of the company as has been derived from the environmental analysis.
Figure 1: Stakeholder matrix (Source: As influenced by Ilinova et al. 2018)
Drawing out of the stakeholder matrix it can be certain that this matrix helps in delineating the effective impact that can be brought around through the means of assuring a larger rate of undertaking association. The primary stakeholders of the company are the suppliers of the business, In the case of these stakeholders to be viewed that the business of Coca-Cola needs to be able to generate a greater element of information transference. This is because in the case of the stakeholders for the prospect of the company it needs to ensure that these elements are managed in close cohorts with the overall business. This helps in order for the development of effective potential which can be drawn out and ensured for functional importance to be placed.
The second group of stakeholders integral to the case of the business is that of the customers. However the previous study has revealed that in the case of the company of Coca-Cola the customers have a minimal interaction with the case of the company. Due to the nature of the product which prevailsin the market the customers are the least interested in the company and more so in the product. Thus, for the company the customers need to be monitored using the least amount of effort to assure that the company can effectively remain operational and ensure a high quality of efficacy of product delivery.
The investors of the company are the third and most elementary group of stakeholders. In the case of investors of a firm Stocker et al. (2020), defines that the power and the interest is very high. This is because the investors have a stake in the firm and have a decision making capacity which is inherent to this group as they also have the highest interest due to the case of their funds being within the scope of the company. Thus for this stakeholder group Coca-Cola needs to assure that it manages them closely and distinctly. This helps in order for the granting of a wider scope of impact that can be brought around and ensured overall.
Thus, it can be viewed that for the company there are different stakeholders who need to be engaged in the development of growth and additionally this helps in order for ensuring a larger rate of effective impact that is established on the scale and scope of the functionality of a company. This also plays a major role in ascertaining the overall company prospectus which is available to it.
Figure 2: Risk Matrix ((Source: As influenced by Marom et al. 2018)
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| Loss of customer due to lack of sustainability | Sustainability according to the work of Kalburan and Hasiloglu (2018), has been increasingly important to be considered and it can be understood that this element is essential to modern companies. In case of the company at hand, it can be viewed that the element of sustainable packaging is a major concern which the customer base of the company has raised. | 3 [Moderate] | 4 [High] | 12 [Moderate] | The identified risk in the context needs to be solved with te usage of specific customer engagement tactics which are to be implemented and placed. It is imperative to understand that the use of online customer engagement is highly recommended as a solution of this risk as the accessibility to the customer demographic is widely available. In addition to this the usage of Customer Relationship Management methods through the means of online social media is also important. Even though the product of the company is not a product which would require specific individual oriented CRM an overall mass CRM prospect is important to keep the customers close and engaged. |
| Lack of proper consistency in Human Resources | The risk identified in the case of HR in Coca-Cola is that the company lacks consistency in case of the HR processes and recruitment strategy. It can be viewed that while the company focuses on the purchase of developing human capital, it does not pay much attention to structuring the HR processes. As a result it is viewed that the company pays little weightage in the development of human capital once it has been acquired. This may lead to higher turnover rates for the company and also is prospective of distorting the productivity which is present in the same. | 4 [High] | 5 [High] | 20 [High] | The solution for Coca-Cola under such a situation is to implement proper levels of talent management through its overall organisational structure. |
| Environmental risk associated with excessive water consumption in water deprived areas by Coca-Cola | A major threat for Coca-Cola can be viewed to be the problems which are associated with the consumption of water by the company in areas which may be water deprived. This leads to negating the effectiveness of their sustainability impact which the company promises. This also leads to major problems in respect of PR issues for the company as the brand image of the company is distorted. | 5 [High] | 5 [High] | 25 [High] | In relevance of the problem which has been determined I can be understood that there is an element of importance which needs to be put on innovation in this case. Coca-Cola Amatil needs to be able to generate a greater potency in its operations to adhere t its sustainability policy overall. This would help the company to generate a significant impact which can be brought around and ensured. This also helps in order for ensuring a larger rate of productivity which can be drawn out. |
Table 1: Risk Register (Source: Created by Author)
4. Solution 1: CSR Approach A CSR approach is highly beneficial for the case of the business of Coca-Cola overall as it can show that the resources of the company are streamlined and directed towards the creation of value for stakeholders of the business. Miao & Zhou (2020), indicates that a CSR business model allows for a company to take up proper rates of responsibility in terms of the overall market within which it is functional. For Coca-Cola this approach is beneficial as the prospect of sustainability accounting is involved and this helps in the creation of better resources which can be drawn out and engaged through the scope of the same.
Gligor-Cimpoieru et al. (2017), indicates that the impact of CSR on the case of packaging indicates that the environment and its impacts are taken into consideration for the case of the same. It can be viewed that through the scope of CSR in Coca-Cola Amatil it can be viewed that the company needs to ensure that it lays focus on the packaging of its products effectively. It is important to understand how the company has plastic packaging which is non-reusable and thus adds to the case of environmental degradation.
Wolska (2017), states that for the case of the overall impact which is to be determined there is an importance of social impacts which are required for a CSR model to have. The study of Wolska (2017), also implies that a major drawback in the case of CSR models is that these modes are often disengaging in nature and are unable to account for the necessary elements across the overall horizon of a study. Thus, it can be viewed that the company needs to use the methods of sustainability accounting and other such factors in order to ensure a larger rate and scale of impact wich can be generated and undertaken to assure that their sustainability issues are solved. The use of this method will allow the company to assess the different materials to be used for packaging within the spectrum of sustainable materials. This would allow the company to gauge which product is the most beneficial to it and allow it to ensure that it can generate a larger adherence to its strategic position. Sustainable accounting methods would also help decision making and would ensure that profits and customer and environmental value is used while ensuring election of the materials.
In terms of the overall impacts that are necessary to be engaged within it can be ascertained that for the company of Coca-Cola it is important to understand that this model will be beneficial due to the need for sustainability.Thus, the use of the method will help to ensure that Coca Cola Amatil is able to generate a significant stratified approach to environmental CSR. Additionally, the company has a strong internal procedural map and distinctively strong operational model. This implicates that corporate governance is high, thus, withdrawing the major drawback in terms of the overall potential of the study.
5. Solution 2: Talent Management In terms of the management of talent the major risk against which this is suggested is that of the risk of shortage of skilled manpower. Talent management is not a first option for any enterprise, however, like one that of Coca-Cola Amatil there is a need for assuring a larger rate of productivity which can be brought around and engaged within. As per the work of Khilji & Schuler (2017), it is implicative that a company needs to be able to generate a larger rate of potential through the means of effective system of succession planning and managing resources in definition of the overall impacts that these create. Verification of talent is important for the company. The understanding issued from this is that the company needs to analyse the potential of the employees in restricted environments and focus on skill development. This will help the company not only to acquire raw manpower at a lower rie and then generate significant human resource based assets for the company, but it will also create local employment which would help the company to build its brand reputation by increasing quality of life of the individuals.
Additionally, the impact of this system in case of the overall environment is essential to be scoped out and seen. In the company of Coca-Cola it is important to view that the company is inherently geared towards the generation of a significant impact on the environment through the employment of greater talent as this helps the company to exact its CSR strategy which is the first solution to the inherent risk which is present in case of its market. As a result it is important to understand that the company of Coca Cola needs to be able to assure that its system is aligned to the full preview of the environment of its business.
Adding onto this, appropriate talent management is beneficial for the case of the society as it adds value to the case of the already existing job which is present. TETIK (2017) indicates that for a company it can create value through the recruitment and selection of appropriate individuals who are necessary to be engaged within and ensured. It can be viewed this adds value to the case of society surrounding the company inherently.
The only drawback of this system is that it is unable to focus on the development of the community as a whole and it is unable to provide opportunity and development of skill to all the members of the surrounding community. However, this is countered by the fact that economic growth or the company added with the CSR model seriously discussed would generate a certain rate of effectiveness which can be beneficial to the growth of the surrounding community as well.
6. Solution 3: Innovation The final solution which has been spelled out for the case of the company in terms of the overallimpact rate which is created is that of generation of a larger level of potential which can be ascertained and ascribed to the context of the same. It is important to understand that through the overall potential of the study of Maier et al. (2017), it can be implicated that innovation is an essential factor which needs to be considered through the wide framework of an organisation. This helps in order for the development of out of the box solutions in the prospective scope of a business. Additionally, it can also be rendered that the element for the case of Coca-Cola creates a distinctive element of market productivity within which it can engage itself. This helps inorder for the generation of a larger rate of impact that can be ascribed and ensured for ensuring that growth is fundamentally undertaken through its overall purview
For the company innovation needs to be disruptive and socially oriented. It can be viewed that the risk to tackle is the risk of going against the CSR policies and sustainability policies which are set out. This implies that for CSR to be undertaken there is a need for enhancing the innovation scope for the company to address the issue of water shortage. Possible usage of lean management in an enhanced form and integrating it to waste management and recycling processes can be explored by Coca-Cola Amatil. This would help the company to ensure and generate a larger scope and potential of effectiveness in acutely addressing their present issues.
It is inevitably understood from the case of the overall inferences that the company needs to be able to generate a significant potency in the creation of impactful and direct approaches to the market. The management of the problems which are being faced through creative and innovative solutions such as waste management and integration of the same with lean management in water deprived areas will help the company to generate a larger rate of sustenance and brand value retention. This would help Coca-Cola Amatil to grow and maintain strategic alignment.
The need for this in the business arises from the scope and scale of importance as has been drawingoutfor implicating that the company can retain a certain rate of effectiveness which is quintessential to its overall growth.
7. Conclusion Derivative conclusions from this study are pointed out as major implications for the bread of Coca-Cola Amatil and the need for engaging in systematic integration. In terms of the overall potential to be undertaken and ensured it can be viewed that there is a need for assuring and ascribing a larger impact which can be developed and started into a system which can clear out important elements of efficiency and engage within developmental procedures that are pre-registered for the company of Coca-Cola.
This study has provided a distinctive contextual overview of the company and its systematic integrity. The risks which are defined through this study are clearly one of the global risks which Coca-Cola faces and thus the company and its work news to be pertinent to the case of developing a significant rate of impact which can be drawn out and ensured. This helps in order for assuring a larger rate of impact which can be engaged within and derive. It is impactful and necessary to ensure a higher rate of potential which can be ascribed and engaged within. This helps in delineating the overall impacts which are to be drawn out and ensured.
Additionally, it is important to understand that through the scope of the company of Coca-Cola it is necessary to offset the systems which have been recommended through the scope of this study to ascribe a larger potential rate of impact which can be drawn out. This helps in order for the generation of a larger rate of importance which needs to be defined and ensured effectively. This helps in order for the germination of a larger impact which can be created and engaged within to impact a certain level of importance which needs to be drawn out and derived overall.
Reference List Ilinova, A., Cherepovitsyn, A., &Evseeva, O. (2018). Stakeholder Management: An Approach in CCS Projects. Resources, 7(4), 83. Retrieved on, 20 May, from: https://www.mdpi.com/2079-9276/7/4/83/pdf
Stocker, F., de Arruda, M. P., de Mascena, K. M., &Boaventura, J. M. (2020). Stakeholder engagement in sustainability reporting: a classification model. Corporate Social Responsibility and Environmental Management, 27(5), 2071-2080. Retrieved on, 20 May, from:https://onlinelibrary.wiley.com/doi/pdf/10.1002/csr.1947
Marom, S., Lussier, R. N., &Sonfield, M. (2019). Entrepreneurial strategy: The relationship between firm size and levels of innovation and risk in small businesses. Journal of Small Business Strategy, 29(3), 33-45. Retrieved on, 20 May, from:https://libjournals.mtsu.edu/index.php/jsbs/article/download/1332/1132
Kalburan, C. and Hasiloglu, S.B., (2018). The importance of environmental attitudes towards products for sustainability and business strategies. Present Environment and Sustainable Development, (2), pp.233-246. Retrieved on, 20 May, from:https://ibn.idsi.md/sites/default/files/imag_file/10.2478%20-Volume12_issue_2%2018_paper.pdf
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King, K. A., &Vaiman, V. (2019).Enabling effective talent management through a macro-contingent approach: A framework for research and practice. BRQ Business Research Quarterly, 22(3), 194-206. Retrieved on, 20 May, from:https://scholar.google.co.uk/scholar?output=instlink&q=info:dpiAAUVEnUEJ:scholar.google.com/&hl=en&as_sdt=0,5&as_ ylo=2017&scillfp=16667187522879508394&oi=lle
Jajja, M. S. S., Kannan, V. R., Brah, S. A., & Hassan, S. Z. (2017). Linkages between firm innovation strategy, suppliers, product innovation, and business performance. International Journal of Operations & Production Management. Retrieved on, 20 May, from:https://digitalcommons.usu.edu/cgi/viewcontent.cgi?article=1370&context=manage_facpub
Miao, Q., & Zhou, J. (2020). Corporate hypocrisy and counterproductive work behavior: A moderated mediation model of organizational identification and perceived importance of CSR. Sustainability, 12(5), 1847. Retrieved on, 20 May, from:https://www.mdpi.com/2071-1050/12/5/1847/pdf
Gligor-Cimpoieru, D. C., Munteanu, V. P., Ni?u-Antonie, R. D., Schneider, A., &Preda, G. (2017). Perceptions of future employees toward CSR environmental practices in tourism. Sustainability, 9(9), 1631. Retrieved on, 20 May, from:https://www.mdpi.com/2071-1050/9/9/1631/pdf
Wolska, G. (2017). Corporate social responsibility (CSR) in theory and in practice.Selected issues. In DIEM: Dubrovnik International Economic Meeting (Vol. 3, No. 1, pp. 56-65). Sveu?ilište u Dubrovniku. Retrieved on, 20 May, from:https://hrcak.srce.hr/file/276194
Khilji, S. E., & Schuler, R. S. (2017).Talent management in the global context. The Oxford handbook of talent management, 399-420. Retrieved on, 20 May, from:https://www.oxfordhandbooks.com/view/10.1093/oxfordhb/9780198758273.001.0001/oxfordhb-9780198758273-e-6
TETIK, S. (2017). Talent Management: A review of theoretical perspectives and a guideline for practioners. Nile journal of Business and Economics, 2(4), 40-56. Retrieved on, 20 May, from:http://journal.nileuniversity.edu.ng/index.php/NileJBE/article/download/77/102
Maier, D., Sven, I., Sandru, M., & Maier, A. (2017).Integrating innovation into business strategy in the context of a service-led economy. In BASIQ International conference: New Trends in Sustainable Business and Consumption (Vol. 31). Retrieved on, 20 May, from:https://basiq.ro/papers/2017/Maier.pdf
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Coca-Cola Company: Strategic Management Process
Executive summary.
The paper at hand is devoted to the analysis of the process of strategic management basing on the Coca-Cola case study. In the framework of the relevant study, such aspects as a mission statement, a vision statement and values were examined.
The principle aim of this analysis resided in identifying the key advantages and disadvantages of the company’s strategic concept. A particular focus was put on the aspect of the strategy aligning with the interests of the company’s stakeholders. The study was carried out basing on the data that the company offers on its official website.
The analysis has shown that the key flaw in the company’s strategic planning is the lack of clarity in its values positioning. In addition, Coca-Cola seems to have a poor mission statement that does not reflect the core company values and purposes. As a result, it is suggested that the strategic concept is improved in order to ensure that the company’s message is communicated to the targeted audience in an efficient manner.
Introduction
A company’s mission and vision serve to be an effective tool to communicate their strategy to its stakeholders. In addition, they are an integral part of strategic planning as they help to work out a detailed and well-organized outline for both short-term and long-term targets. Moreover, they are a certain kind of a company’s image reflection so that the way they are posed has a critical impact on the audience’s perception of the brand.
The paper at hand is aimed at analyzing the core components of Coca-Cola’s strategic concept and their interconnection with the stakeholder’s interests. A particular focus is put on identifying the key drawbacks in the current strategic concept and suggesting the ways of their elimination.
Company’s Mission Statement and Analysis
Coca-Cola’s official web page offers the following mission statement: “To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference…” (The Coca-Cola Company, 2016). Generally speaking, Coca-Cola’s mission statement expresses its core ideology that resides in bringing in a positive change. From this perspective, the company’s mission statement is most general – it does not provide a direct link to the stakeholders or the product aspect.
In the meantime, it has a hint at the company’s ambition to maintain its competitive advantage in the relevant market – “make a difference” might be interpreted as the company’s determination to offer better products than those of its rivals.
It is assumed that a consistent mission statement should comprise the core values, the core purpose and the visionary goals of the firm. In the meantime, it is supposed to be universal so that it can fit the demands of the changing environment (QuickMBA, 2010). From this perspective, Coca-Cola’s mission statement is concise and yet flexible. In other words, the company will not have to reshape it in response to the challenges that might appear on its way.
However, it might seem that the company has mixed its mission statement with the vision statement. The current statement does not reveal the reason for being; instead, it offers some framework for the organization’s future. According to the experts’ opinion, the vision statement should comprise the prospects that the company targets, whereas the mission statement is expected to explain the existing concept of the company (Heathfield, 2015).
Company’s Vision and Analysis
The company’s vision is based on the so-called “focused decisions”. Hence, the general target is sustainability and consistent growth, though the vision also addresses six dimensions: people, portfolio, partners, planet, profit, and productivity. For each of the enlisted aspects, Coca-Cola’s vision provides a relatively specific framework. Thus, for instance, the company is determined to make a “highly effective, lean and fast-moving organization” in terms of productivity and so on (The Coca-Cola Company, 2016).
Coca-Cola’s vision has both advantages and drawbacks. On the one hand, the vision is posed in such a way that it can be simply transformed into actions. Some experts believe that the practical side of the vision is of high importance – the employees are supposed to receive a particular guideline to implement the targeted ideology. It is also assumed that a good vision should not be too long so that one can easily memorize its catchy slogans and stick to them in his or her activity (Heathfield, 2015). From this standpoint, Coca-Cola’s vision is rather beneficial – it is brief and specific.
On the other hand, there is an opinion that modern vision is expected to be creative and unconventional (McNamara, n.d.). Otherwise speaking, a vision is no more a mere action plan but a powerful motivation tool. From this perspective, the company’s vision is rather ordinary – it is unlikely that it can inspire Coca-Cola’s employees the way it is currently proposed.
Company’s Values and Analysis
Coca-Cola points out the seven core values that it shares: leadership, collaboration, integrity, accountability, passion, diversity, and quality. For each of the values the company offers a brief interpretation to make it more illegible. Hence, for example, they explain that they understand leadership as “the courage to shape a better future” and so on (The Coca-Cola Company, 2016). At this point, the way that they put their values makes one think that the company has mixed the values and the vision. Hence, their values offer short and catchy slogans that look more like motivators and are uninformative from the practical point of view. Thus, for instance, the integrity value is accompanied by a short explanation “be real” that looks like an encouraging appeal, though it gives no idea of what is actually meant.
In addition, the core values of a company are normally not very numerous as they are supposed to comprise only the general points and avoid specificity. Some experts believe that the most rational value limit is five and below (QuickMBA, 2010). Coca-Cola, in its turn, offers seven core values, some of them, such as “passion,” for instance, look rather vague.
Nevertheless, the values have the strengths that should not be overlooked. Hence, for example, the targeted values are rather long-lasting. In other words, the company can rely on them in any circumstances and notwithstanding the products it sells. Supposing that Coca-Cola decides to change its profile, it might still adopt the values described above.
Alignment of Company’s Mission, Vision, Values, and Goals with Stakeholders’ Interests
On the face of it, the company looks highly concerned about engaging its stakeholders in the strategy planning. Thus, they claim that the stakeholders’ interests have a diverse effect on the corporate decision making ( Stakeholder Engagement , 2015). A more profound analysis yet shows that not all the components of the strategic concept are aligned with stakeholders’ interests directly.
The mission statement, for instance, addresses some communities that are promised to receive a “refreshed world.” In the meantime, the addressees of the “optimism and happiness” are not very clear – they might be the product’s consumers as well as the employees or both.
From this perspective, the company’s value statement is more precise. It addresses at least four groups of stakeholders: suppliers, employees, partners, and communities. Meanwhile, it seems paradoxical that the values have no direct link to the customers. Thus, there are some connotations for satisfying consumers’ needs and demands, although one will have to read between the lines to indicate the appeal to consumers.
The company’s values seem to be aligned with stakeholders’ interests best of all. Thus, they cover all the critical groups of stakeholders. Thus, for instance, the customers are ensured that they receive a high-quality product, the employees are welcomed to make effective leaders, the communities are promised to get a “better future” and the partners are encouraged to “leverage collective genius” (The Coca-Cola Company, 2016).
The only disadvantage that might be pointed out is the vagueness of some implications for the stakeholders’ interests. In other words, it is not always clear what kind of stakeholders’ group is addressed by this or that statement. Hence, for example, when the company claims that it is determined to “be real,” it is problematic to identify the group that is welcomed to share this value as well as to think of the action that can help to achieve this target.
Recommended Changes
The key flaw of the strategic concept that is recommended to be eliminated is the confused notions of mission and vision. Thus, instead of explaining the reason to be in the mission statement, the company focuses on the future-oriented aspiration. In addition, according to the basic principles of marketing, a mission statement is supposed to be longer that a vision one; in fact, it should include an explicit description of the company’s strategic concept ( Marketing Principles , 2012). In Coca-Cola’s case, the mission statement is short, and it evidently lacks some critical facts about the corporate ideology.
The company’s vision is rather efficient from the practical standpoint. In other words, it can be used as a precise guideline for the necessary actions. It can still be recommended that the company reshapes the vision in order to make it sound more motivating and inspiring. At the current point, it evidently lacks an encouraging appeal to the stakeholders. The company’s values, on the contrary, are highly inspiring and excessively vague. Otherwise stated, the company can try to put them more concisely so that the audience has a clear idea of what it is welcomed to share.
The analysis of the strategic concept of the Coca-Cola Company has shown that the company offers catchy slogans that are likely to attract the consumers. In addition, its mission, vision, and values are universal. Otherwise stated, Coca-Cola can rely on them regardless of the changes in the environment. Furthermore, all the strategic components are, to a larger or smaller extent, aligned with particular groups of the stakeholders.
Nevertheless, Coca-Cola seems to confuse some of the components. Thus, its mission statement sounds more like a vision. Moreover, such critical component as values evidently lacks clarity. Therefore, it is recommended that the strategic concept is slightly reshaped in order to make it more concise and informative.
Reference List
Heathfield, S.M. (2015). Build a Strategic Framework Through Strategic Planning .
Marketing Principles . (2012).
McNamara, C. (n.d.). Basics of Developing Mission, Vision and Values Statements .
QuickMBA. (2010). The Business Mission and Company Mission Statement .
Stakeholder Engagement . (2015). Web.
The Coca-Cola Company. (2016). Mission, Vision & Values . Web.
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Strategic Management Page West |
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Case description by publisher Examines the industry structure and competitive strategy of Coca-Cola and Pepsi over 100 years of rivalry. The most intense battles of the cola wars were fought over the $74 billion CSD industry in the United States, where the average American consumes 46 gallons of CSD per year. In a "carefully waged competitive struggle," from 1975 to the mid-1990s, both Coke and Pepsi had achieved average annual growth of around 10%, as both U.S. and worldwide CSD consumption consistently rose. However, starting in the late 1990s, U.S. CSD consumption started to decline and new non-sparkling beverages become popular, threatening to alter the companies' brand, bottling, and pricing strategies. The case considers what has to be done for Coke and Pepsi to ensure sustainable growth and profitability. A rewritten version of an earlier case. Page West comments This is a wonderful case for students because they are all very familiar with the two main companies, Coca Cola and Pepsico. It reads like a story, but has excellent exhibits that students can use to assemble detailed evidence for their arguments. We like to break the discussion of the industry into two time frames – the first before the Pepsi challenge in 1974, and the second over the next 25 years. Conducting a five forces industry analysis in each of these periods reveals fundamental changes in industry structure that compel the companies to change strategies. In the earlier period the companies almost avoided each other, and the industry was extremely profitable. In the latter period they competed head-to-head, so that costs and innovation become much more important. Usually placed early in the course, this case lends itself to both straightforward industry analysis questions as well as more probing thought-provoking questions:
years of refreshing the world The Coca‑Cola Company has been refreshing the world and making a difference for over 137 years. Explore our Purpose & Vision, History and more.
brands worldwideWe've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. From trademark Coca‑Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world.
OUR PLANET MATTERSOur purpose is to refresh the world and make a difference. See how our company and system employees make this possible every day and learn more about our areas of focus in sustainability.
PEOPLE MATTERWe aim to improve people's lives, from our employees to those who touch our business to the many communities we call home.
We believe working at The Coca‑Cola Company is an opportunity to build a meaningful career while helping us make a real difference on a global scale.
GET THE LATESTCatch up on the latest Coca‑Cola news from around the globe - from exciting brand innovation to the latest sustainability projects.
Business Strategy, Priorities & Leadership ModelCoca-Cola Company: Strategic Management Essay
Time ContextThe problem under discussion came up in 2015 when Coca-Cola was accused of manipulating consumers’ behavior by sponsoring research on obesity (Ward, 2015). The incident has had a diverse impact on the company’s image. The active criticism accompanied by the naturally declined demand for soft drinks has caused a 4% sales fall (Reuters, 2016). Hence, the problem needs to be addressed promptly in order to raise the company’s revenues. Point of ViewIt is assumed that the company should launch new research that will be more transparent or diversify its product line in order to restore its reputation and revive the interest in its production. Otherwise, the company’s image might always be associated with the ethics scandal. Main ProblemThe main problem is that the Coca-Cola Company tried to raise the declining demand for its products and push up the sales by carrying out research on obesity that emphasized the importance of sport and intentionally overlooked the harmful effect of the sugar fizzy drinks. The incident provoked a large scope of public criticism that influenced the company’s image. The company’s sales have been falling for the past four quarters. Sub-ProblemsThere is also a series of sub-problems related to the issue. First and foremost, the fact that the University of Colorado returned the money, which Coca-Cola invested in the research project, makes the matter worse. Hence, it overtly admitted the invalidity of the research findings (O’Connor, 2015). Secondly, the soft drink tax implemented in Europe has had a negative impact on the company’s sales. Thus, a recent study has revealed that the increased costs of low-calorie drinks that compose a significant part of the Coca-Cola product line make consumers reshape their behavior (Tiffin, Kehlbacher, & Salois, 2015). Finally, it is the general public interest in a healthy lifestyle that encourages consumers to withdraw from sweet beverages. Therefore, Coca-Cola’s products seem to be gradually losing its competitive advantage. It is critical that the company revives the public interest in its products and pushes up the sales. In order to achieve this aim, it is important to restore the company’s reputation that was influenced negatively by the ethics scandal in 2015. Recent studies prove the assumption that a positive reputation that implies social responsibility helps to improve a company’s performance significantly (Chernev & Blair, 2015). Areas of Consideration: SWOTTable 1 “Coca-Cola SWOT Analysis” Alternative Courses of Action (ACA)There are two alternative courses of action that can be proposed in the framework of this case study:
Decision CriteriaThe decision should base on the analysis of the long-term perspectives. Hence, it is considered rational to choose the alternative solution that can bring profit not only in the nearest quarter but in prospect as well. RecommendationIn accordance with the set decision criteria, it is assumed reasonably to select the first alternative course of action. Thus, it is recommended that the Coca-Cola Company focuses on diversifying its product line. This decision will help to gain an additional competitive advantage. It will also enable the company to restore its reputation after the ethics scandal of 2015. The Case PlanFirst and foremost, the company needs to study the changing market environment. In other words, it is essential to point out the key characteristics of a new healthy product. Secondly, the company will design and produce the product. Finally, it will add it to the product line and launch a powerful advertising campaign to attract the consumers’ attention. It is critical that the advertising campaign puts a particular focus on the healthy qualities of the promoted product. The Implementation PlanThe table below represents the targeted timeline for the plan’s implementation.
Table 2 “Implementation Plan”. Reference ListChernev, A. & Blair, S. (2015). Doing well by doing good: the benevolent halo of corporate social responsibility. Journal of Consumer Research , 41 (6), 1412- 1425. Glanz, K., Johnson, L., Yaroch, A. L., Phillips, M., Ayala, G. X., & Davis, E. L. (2015). Measures of retail food store environments and sales: review and implications for healthy eating initiatives. Journal of Nutrition Education and Behavior , 48 (14), 280-288. O’Connor, A. (2015). University returns a $1 million grant to Coca-Cola. The New York Times . Web. Rani, B., Maheshwari, R., & Prasad, M. (2012). Bottled Water – A Global Market Overview. Bulletin of Environment, Pharmacology, and Life Sciences , 1 (6), 1-4. Reuters. (2016). Coca-Cola sales fall on strong dollar, weak Europe demand . Web. Tiffin, R., Kehlbacher, A., & Salois, M. (2015). The effects of a soft drink tax in the UK. Health Economics , 24 (5), 583- 600. Ward, V. (2015). Coca-Cola spends millions on research to prove that fizzy drinks don’t make you fat’. The Telegraph . Web.
IvyPanda. (2020, October 19). Coca-Cola Company: Strategic Management. https://ivypanda.com/essays/coca-cola-company-strategic-management/ "Coca-Cola Company: Strategic Management." IvyPanda , 19 Oct. 2020, ivypanda.com/essays/coca-cola-company-strategic-management/. IvyPanda . (2020) 'Coca-Cola Company: Strategic Management'. 19 October. IvyPanda . 2020. "Coca-Cola Company: Strategic Management." October 19, 2020. https://ivypanda.com/essays/coca-cola-company-strategic-management/. 1. IvyPanda . "Coca-Cola Company: Strategic Management." October 19, 2020. https://ivypanda.com/essays/coca-cola-company-strategic-management/. Bibliography IvyPanda . "Coca-Cola Company: Strategic Management." October 19, 2020. https://ivypanda.com/essays/coca-cola-company-strategic-management/.  Strategic Management Assignment : coca-colaAdded on 2021-04-24 About this Document  End of previewWant to access all the pages? Upload your documents or become a member. Analysis and Discussion of Coca-Cola: Historical Analysis and Strategic Choices lg ...Dynamics of strategy: analysis and discussion lg ..., firm situational analysis and recommendations lg ..., sri lankan market - a study of technological aspects and environment lg ..., microsoft strategic audit lg ..., network security plan for first national university lg .... |
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The Coca Cola Company is a leading multinational company in manufacture, distribution, and marketing of non-alcoholic beverages. The compay owns over 400 brands, including waters, juice drinks, diet, teas, energy and coffees. The Cmpany has recorded tremendous progress in respect of sales units, buyer loyalty, growth in product portfolio, and ...
Assignment Strategic Management of Coca Cola Assume the role of a management consultant reporting to the CEO and Board of Directors at Coca-Cola. In your report, address the following points: Define the marketing problems and opportunities. Analyze Coca-Cola's marketing and innovation strategy transformation designed to position the company on the cutting edge of consumer trends.
This paper performs a strategic analysis of The Coca-Cola Company, a leader in the beverage industry. Coca-Cola, the world's leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. Since Coca-Cola operates in more than 200 countries,
The company of Coca-Cola has been viewed in this strategic management assignment. Distinctive risks such as that of the lack of sustainable approaches, the lack of HR potential and high market competition have been delineated as major points of concern for the business.
Executive Summary. The paper at hand is devoted to the analysis of the process of strategic management basing on the Coca-Cola case study. In the framework of the relevant study, such aspects as a mission statement, a vision statement and values were examined. The principle aim of this analysis resided in identifying the key advantages and ...
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strategic management in coke - Free download as Word Doc (.doc / .docx), PDF File (.pdf), Text File (.txt) or read online for free. Coca-Cola's strategic documents outline their mission to refresh the world and inspire optimism, as well as their 2020 Vision goals around customers, partners, productivity, and profit. Their core values guide decision-making and include leadership, collaboration ...
Assignment Item 1 - Free download as Word Doc (.doc), PDF File (.pdf), Text File (.txt) or read online for free. This document discusses the strategic management of Coca-Cola Company. It analyzes the potential benefits and limitations of Coca-Cola's strategies, including their differentiation strategy through extensive advertising and marketing to create brand loyalty, and their ...
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The Coca-Cola Company is the world's largest beverage company and distributes over 400 brands in over 200 countries. It was founded in 1892 when Asa Candler incorporated The Coca-Cola Company and bought the rights to the Coca-Cola formula and brand from John Pemberton who invented Coca-Cola in 1886. The company's mission is to refresh the world and create value while its vision outlines goals ...
HBS 571153. Case description by publisher. Examines the industry structure and competitive strategy of Coca-Cola and Pepsi over 100 years of rivalry. The most intense battles of the cola wars were fought over the $74 billion CSD industry in the United States, where the average American consumes 46 gallons of CSD per year.
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200+ brands worldwide. We've established a portfolio of drinks that are best positioned to grow in an ever-changing marketplace. From trademark Coca‑Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world.
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Learn about the strategic management of Coca-Cola, including their mission, strategic decisions, and company culture.
Executive Summary. Coca cola company is a producer, distributor and marketer of nonalcoholic beverages. (The Coca-Cola Co, 2019) Through the following report it is expected to carry out a strategic analysis by identifying and analyzing the critical aspect of internal environment and identifying the core competencies of the company and how they have contributed to the company success.
The incident has had a diverse impact on the company's image. The active criticism accompanied by the naturally declined demand for soft drinks has caused a 4% sales fall (Reuters, 2016). Hence, the problem needs to be addressed promptly in order to raise the company's revenues. Get a custom Essay on Coca-Cola Company: Strategic Management.
STRATEGIC MANAGEMENT CASE OF COCA COLA 1. Introduction. a. Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world's leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands.
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In order for organizations to overcome global challenges, leaders must be able to set attainable strategic goals. Coca-Cola achieves this by formulating a clear a compelling vision, system alignment, and by consistently communicating adversity and change within the organization. In 2008, Muhtar Kent, became Coca-Cola's Chief Executive Officer.