STRATEGIC MANAGEMENT

ASSIGNMENT 1


9/17/2014
COCA COLA



NEHA DESADLA
ROLL NO 112

The Coca-Cola Company is the world's largest beverage company, largest manufacturer,
distributor and MARKETER of non-alcoholic beverage concentrates and syrups in the world
and is one of the largest corporations in the United States. The company is best known for its
flagship product Coca- Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-
Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola
Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly
400 brands in over 200 countries or territories and serves 1.5 billion servings each day. Coca-
Cola is a carbonated soft drink sold in stores, restaurants and vending machines internationally
The company operates a franchised distribution system dating from 1889 where The Coca-Cola
Company only produces syrup concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory. The Coca-Cola Company is headquartered in Atlanta,
Georgia. Its STOCK is listed on the NYSE and is part of DJIA and S&P 500. Its current
president and CEO is Muhtar Kent.
Mission, Vision
The world is changing all around us.
To continue to thrive as a business over the next ten years and beyond, we must look ahead,
understand the trends and forces that will shape our business in the future and move swiftly to
prepare for what's to come. We must get ready for tomorrow today.
That's what our 2020 Vision is all about.
It creates a long-term destination for our business and provides us with a "Roadmap" for
winning together with our bottler partners .
Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company
and serves as the standard against which we weigh our actions and decisions.
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy
people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create mutual,
enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities. 2
Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. Our
Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required
of us to make our 2020 Vision a reality.

Key Success Factors. . .
The Coca-Cola Company is one of the largest, most successful and most widely recognized
corporations in existence.
Coca-Cola is a dominating force in the beverage industry and sets a very high standard of
competition. Research shows that its trademark is recognized by over 94% of the worlds
population.
There are many factors contributing to Coca-Colas success, however, it is believed that their
key success factors are Marketing, Innovation, and Globalization. Marketing Coca-Cola is seen
as one of the founding fathers of the modern day marketing model.
They were among the pioneers of advertising techniques and styles used to capture an audience.
Through its intense marketing campaigns, Coke has developed an image that is reflected in
what we think of when we buy Coke and what we associate with drinking Coke.
This image has been subconsciously installed in our brain by the advertising campaigns that
show Coca-Cola associated with good times. Innovation Coca-Cola has been able to survive
and grow in an ever-changing market because of its ability to systematically innovate and
deliver new products.
Coca-Cola began to employ a strategy referred to as play to win innovation. The company
began operating in a decentralized environment that was unfeasible in previous years. Now
Coca-Cola offers nearly 400 different products in and is still dominating the beverage industry.
This is made possible by the companys ability to innovate and adapt to changing markets,
Globalization Todays big business takes place on a global scale, and Coca-Cola is no
exception. Technology is continually changing business, and these constant changes have been
making it more feasible and profitable for businesses to expand their operations globally in
order to serve all different types of diverse markets around the world.
This global view is reflected in Cokes recent Id like to teach the world to sing commercial.
Coca-Cola is taking advantage of the large revenue opportunities made possible by participating


Critical Success Factors
There are many factors contributing to Coca-Cola's success, however, I believe that their critical
success factors are Marketing, Innovation..

Marketing:
Coca-Cola is seen as one of the founding fathers of the modern day marketing model. They
were among the pioneers of advertising techniques and styles used to capture an audience.
They were also one of the first companies to offer a gimmick with their product, this being a
mini yo-yo. It was around 1900 when Coca-Cola began presenting their signature drink as a
delicious and refreshing formula. This slogan has been repeated for over the last 100 years
selling Coke all over the world. Through its intense marketing campaigns, Coke has developed
an image that is reflected in what we think of when we buy Coke and what we associate with
drinking Coke. This image has been subconsciously installed in our brain by the advertising
campaigns that show Coca-Cola associated with "good times."

Innovation:
Coca-Cola has been able to survive and grow in an ever-changing market because of its ability
to systematically innovate and deliver new products. In the late 90s the company, typically
showing earnings growth of 15-20% per year, turned in three straight years of falling profits. It
was apparent that the market was changing and in order to keep up with these changes, Coca-
Cola had to move from a single core product to a total beverage company.