The first clause, to refresh the world, is basically a restatement of the fact that Coca-Cola is in the beverage industry. This is accurate, but only useful in the sense that it frames the business. The company's main rival, PepsiCo, owns a number of snack food brands and once owned fast food franchises, so there is a certain statement of intent with respect to being a beverage company embedded here.
The second clause reflects the brand personality. The company's products aren't particularly good in any objective way, but the
marketing around them is universally upbeat and positive. Further, this clause can have internal value as well – optimism and happiness as part of the mission can be expressed internally, such that employees who are in different states of challenge and conflict can view this as an imperative and maybe keep things more upbeat than they normally might.
The third clause is actually two distinct clauses. Creating value is merely a restatement of the fact that Coca-Cola is a publicly traded company, and has a fiduciary duty to shareholders to enhance shareholder wealth. Of itself, the statement is obvious, and says nothing. It is paired with "make a difference". That is an example of what is wrong with mission statements. There is nothing actionable – making a difference is a pretty ill-defined concept. Furthermore, it is not something that is particularly actionable on a day-to-day basis. Rather, make a difference is a generic platitude. When paired with create value it is really just saying "make money, but oh yeah, try to be a decent human being , too, cause we're not just about money."
Of these elements, the second is really the one that matters most. Coca-Cola could in theory change its business away from beverages. The third element of the mission statement is a combination of the obvious and the banal. Really the focus on optimism and happiness is the only valuable element. This is not something normally seen in a mission statement, but it reflects directly not just on brand personality but on organizational culture. That can be quite meaningful to people, not just in their duties, but across the company as well. A mission statement, to have value, should pull the entire company together around some sort of rallying point, and "inspire moments of optimism and happiness" achieves that.
Company Mission, Vision, And Stakeholders The Coca-Cola Company is a multinational corporation that manufactures, retails, and markets nonalcoholic beverages and syrups. The company is commonly recognized for its Coca Cola product. Coca Cola refers to a carbonated soft drink that is sold in restaurants and vending machines across the globe. This report endeavors to explain the major vision and vision, objectives and goals of the company and the actions it undertakes
Executive Summary In this paper, Coca-Cola Company which is the biggest beverage company in the world has been analysed. A comprehensive strategic analysis to ascertain its competitive advantage has been conducted using the following analytical tools: SWOT analysis and Porter’s generic strategies. Out of the four generic strategies, it has been revealed that Coca-Cola Company follows the differentiation strategy. By integrating the differentiation strategy with the strengths, weaknesses, opportunities, and threats of
Coca Cola's strategic controls and their fit with the company strategy. What the paper reveals is that there is a real disconnect between Coca Cola's corporate image and its internal corporate dealings. The company is far more ruthless and cutthroat than one would imagine from its very friendly corporate image. It has been involved in several substantial scandals and appears willing to do morally questionable things in order to
The company is a beverage company first and foremost, hence refreshing the world. Unlike main competitor Pepsi, Coca-Cola has not veered much outside of beverages, preferring to build its business around its core product and complements thereof. This simplifies the business, allowing for a more manageable organizational structure. The consistency of the company's operations around the world supports is well-supported by these organizational components. In every country, Coca-Cola's business has
Coca-Cola Supply Chain Management-A Coca cola supply chain management The first section of this paper touches on the Coca-Cola Company's historical background detailing the time of its inception and the brains that were behind its formation and growth. This section also touches on the advertisements that have since been used from its inception. This section finally illuminates its mission statement. The second section talks about the challenges that Coca-cola has faced. These challenges
Coca Cola Strategic Plan The Coca Cola Company embodies American ingenuity and capitalism. Since its inception in 1887, Coca Cola has provided happiness and prosperity to the world. Now, 125 years later, the Coca Cola Company has over 100,000 employees and nearly 3500 soft drink brands (1). What has made the Coca Cola Company so unique is its brand image. The Coca Cola brand is very important to the overall business success