Corporate Level Strategy Coke Cola Case
Corporate level strategy Coca-Cola Company is now the largest soft drink company in the world. Moreover, the company has become the largest manufacturer, distributor, and marketer of non-alcoholic beverage concentrates and syrups which operate in more than 200 countries. After years of globalization and brand building, Coca-Cola proudly pronounces its Mission Statement “At The Coca Cola Company we strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference” (thecoca-colacompany.com). And its goals: “The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business (Annual Report, 2008, p.33).” Coca-Cola feels that it should offer a soft-drink to the entire global community, which is environmentally safe and accepted. The company’s mission is directed towards its soft drink business and the strategy management changes that will be coming. Furthermore, Coca-Cola appeals to the long term interests of stakeholders particularly shareholders, employees and customers. Coca-Cola Company’s business is nonalcoholic beverages—principally sparkling beverages, but also a variety of still beverages. The company manufactures beverage concentrates and syrups, which it sells to bottling and canning operations, fountain wholesalers and some fountain retailers, as well as finished beverages, which it sells primarily to distributors. Coke owns or licenses nearly 500 brands, including diet and light beverages, waters, enhanced waters, juices and juice drinks, teas, coffees, and energy and sports drinks. Coca-Cola has four of the world’s top five nonalcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta. In addition, the company
Cited: http://www.thecoca-colacompany.com/ Lonnie Bell, 2004. “The Story of Coca-Cola”: P. 10-12, 23, 33.