The vision of the Coca Cola Brand

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Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines internationally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-cola Enterprises, Which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for soda foundations to major restaurants and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee.

According to Coca-Cola authorities, the best Coca-Cola is made in Skopje, Macedonia, where the company has granted Skopje Brewery its "Best Company Award"


Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making Coca-Cola Co a truly sustainable company.

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 desire and needs.

Partners: Nurture a winning network of customers and supplies, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.


At Coca-Cola we're committed to achieving business and financial success while leaving a positive imprint on society - delivering what we call Performance with Purpose.

Our mission is to be the world's premier consumer Products Company focused on convenient foods and beverages.

It is our mission to be the number one food and Beverage Company in Pakistan by providing our customers with the highest product quality in terms of taste, experience, and satisfaction. We will also be a responsible social corporate citizen, and strive to enhance the quality of life in the markets we serve.

Our Winning Culture

Live Our Values; by leading, collaborating, integrate, be passionate and diverse

Focus on the Market; consumers/ customers and franchise partners needs

Work Smart; accept change, effective, build value

Objectives Analysis

Bringing to the world a portfolio of quality beverage brands that anticipate people's desire

Nurturing a winning network of customers and suppliers, together we create mutual, enduring value.

The vision statement of our company supports the existing strategies that is (generic) that Coca-Cola needs to pursue is that of differentiation. In their current vision and mission statements, the company says it aims to be a low cost leader. Yet through analysis of the strategic direction the company needs to adopt a generic strategy of differentiation.

Charge a premium

Increase unit sales

Gain buyer loyalty

Initially Coca-Cola will need to adopt a focused differentiation approach, which means that they should selectively choose which markets will profit them the most and then target only those markets until such provisions are in place from where the company is able to expand its target base. After which they should opt for a broad differentiation generic strategy.

Marketing Objectives:

To increase the market shares in the future

To increase awareness of the product

To endure the current market war between competitors

To increase the size of the worldwide Coca-Cola enterprise by 25%

Stakeholder's analysis:

The stakeholder analysis for the company Coca Cola is in the conflict resolution, in the project management, and also in the business administration, are in the process to identify for the individuals or the groups that are probable to have an effect on the business plans of the company or it may be also affected by the proposed kind of the action, and also for sorting them according to their type of impacts on the kind of the action and their impacts, the action will also have on them. This kind of information is used to assess on how the coca cola company have the interests of all those types of the stakeholders which should have to be addressed in the project plan, its policy, its programs, or the other actions. The stakeholder analysis also is like the key part of the stake holder managements.

The stakeholder's analysis is like a term that does refer to the kind of the actions of analyzing for the attitudes of the different stakeholders which are towards something like most frequently a type of soft drink project. It is like, frequently which are used during the grounding phase of the project to have assess with the attitudes of the different stakeholders which are regarding their potential changes. The stakeholder analysis can also be done once or on the usual basis to track changes in the stakeholder's attitudes over time.


Political analysis

Coca-Cola is being taxed like all companies, as it is taking in consideration the current and future taxes. And a matter of fact, Coca Cola continuously monitors the policies and regulations set by the government.

Economic Analysis

Coca-Cola's main market has a low growth in the market for carbonated drinks. The market growth recorded at only 3% in 2007 for North America. Other nation growth is not recorded in recent research.

Sociological Analysis

Since many people are concerned reaching their longevity it will continue to affect the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages. The revenue of Coca-Cola has pulled down as the demand for carbonated drinks decreased.

Technological Analysis

This analysis creates the opportunity of new products and the product improvement in either marketing or production. As the technology advances, new products are introduced into the market. The advancement in technology has led to the creation of cherry coke in 1985 but consumers still prefers the traditional taste of the original coke.  

 Legal Analysis

Legal aspect focuses on the effect of the national and world legislation. The Coca Cola Company receives all the rights applicable in the nature of their business and every inventions and product developments are always going into the patented process.

Environmental Analysis

Environmental analysis examines the local, national and world environmental issues. According to the data of the Coca Cola Company, all of the facilities are strictly monitored according to the environmental laws imposed by the government.

Overall, the company will continue to emerge and develop if they manage to find solutions in different challenges that the entire organization might face.

Significance of the stakeholder's analysis:

Stakeholder analysis helps with the classification of the following:

The Stakeholders' interests.

The mechanisms to authority for the other stakeholders.

Their Potential risks.

The Key people to be well-versed about the type of the project regarding the company Coca Cola which is during the execution of the phase.

The Negative stakeholders are having their adverse effects on the project.

A stakeholder is a person or the organization, which can be very positively or sometimes very unenthusiastically impacted by, or grounds a collision on the actions of the company, the government, or the organization. The types of stakeholders are like the :

The Primary stakeholders: are those eventually affected, either absolutely or negatively by the organization's actions.

The Secondary stakeholders: are the types of the 'intermediaries', that is, the persons or organizations workings for the Coca Cola company who are very much in a roundabout way affected by the organization's proceedings.

The Key stakeholders: have the significant influences which are upon or are of great importance within the organizations.

Therefore, the stakeholder analysis has the objective of mounting cooperation flanked by the stakeholder and with the project team and, in the end, assuring triumphant outcome for the project. Stakeholder psychoanalysis is performed when there is a call to clarify the cost of envisaged change or at the beginning of the new projects and in association with managerial changes normally. It is significant to recognize all stakeholders for the rationale to identify the company's success criteria and then turning these into the quality goals.




Internal Factors



Effective Advertising Campaign

Youth Sensitivity Marketing

Collaboration with Companies

World's largest beverage Company

Favorite Drink

Not all products are available division

Cost instability

No performance in snake division

External Factors



Use of digital marketing platform

Increasing investment

Trend of healthy eating and drinking

Regulations towards warning labels

Possible entrants in the industry

Parting of Nestle and Coca-Cola

Identify core competencies:

The Core competencies for the soft drink company Coca Cola are those capabilities that are very critical to the business for achieving the competitive advantages. The starting position for analyzing the core competencies is in recognizing of the competition between the businesses is as much as the race for the competence mastery as it is for the market situation and the market supremacy for Coca Cola. Even the senior management also cannot focus on all the types of the activities of the business and the competencies which are required to be undertaken. So all the goals is for the management in order to focus on the competencies that really do affect the competitive type of advantages for the company Coke. The core Competencies are also not seen as or are being fixed. The Core Competencies also should revolutionize in sales responses in order to change in the company's surroundings.

Internal Audit:

Launch a new commercial introducing the use of digital marketing platform to attract more customers. This can be introduced through nowadays social network such as facebook, twitter, etc.

Coca-Cola is targeting youth by the age of 12 and above. The digital marketing is one of the platforms that this category of age is using.

The great opportunity is to continue collaboration which will increase investments.

People will set aside any regulations in the warning labels if they held Coca-Cola as a favorite drink.

By promoting the nutritional products (Zero Coke, Diet Coke, etc) the company will meet the trend towards healthy eating and drinking.

BCG Matrix

Coca-Cola Light



Coca-Cola Vanila

Question Mark:

The Coca-Cola product has low market shared compared to the other products, however it is doing business in high-growth market


This is the market leader. The product has high market share compared to competitors and it is doing business in high growth market.

Cash Cow:

This business is generating a lot of cash by helping the organization in investing anther businesses. Although the market is not attractive by its low market growth rate, however the business has high market share compared to its competitors.


Low market share and operates in low growth market. It is unlikely that this business is very profitable. Such business needs considering a new strategy development.

Expansion in the global market:

With global market expansion solutions for the Coca Cola Company, we can:

Reduce the risks which are associated with the entering of the new markets

They make more knowledgeable purchasing and the business decisions; to raise their confidence level when Coca Cola has entered the market.

Ensure manually for a ready supply of the top-quality raw materials for making of the soft drinks.

Reduce your substance transportation, inventory and the storage costs.

To improve the ability to appreciate and meet the changing global markets and its requirements.

Augment for your product's quality, its reliability and the end-use for the performance.

Improvement in the customer satisfaction.

Increase for the big growth kind of business enlargement rate.


To conclude, Coca-Cola Company should pursue an aggressive strategy, with its strong competitor's position in the market with rapid growth. It needs to use its internal strengths to develop a market penetration and market development strategy. This should including the focus on water and Juices products, and catering to health consciousness of people through introduction of different coke flavor, and maintaining basic coke flavor.

Furthermore, Coca-Cola should integrate with other companies, acquisition of potential competitor businesses, innovation in branding and aggressive marketing strategy can bring long term profitability.