Coca-Cola's Mission and Vision Analysis

This assignment delves into the strategic framework of Coca-Cola, focusing on its mission and vision statements. It explores how the company translates these aspirations into action through its diverse product offerings, marketing strategies, and commitment to creating a positive work environment. The analysis also highlights Coca-Cola's efforts in building strong partnerships and maximizing shareholder value.

Coca-cola company

Table of Contents
INTRODUCTION...........................................................................................................................3
Main body........................................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The Coca-Cola Company is an American multinational beverage corporation. This
company is a manufacturer, retailer and marketer of non-alcoholic beverage concentrates. It is
renowned for its flagship product Coca-Cola. It is serving a large area since its incorporation
along with employing many number of people. In this report , the complete history of the
company with its mission and vision is taken into consideration.
Main body
The company was incorporated in 1892 by Asa Griggs Candler , though they bought its
formula and brand in 1889. Earlier only the syrup concentrates were produced by the company,
which are then sold to other bottlers to market the same. It is also listed on NYSE( The New
York Stock Exchange). In 1886, an Atlanta pharmacists , Dr. John S. Pemberton's curiosity to
make a tempting soft drink to be sold at soda fountains had led to the foundation of Coca-cola.
Major distribution of it was done by Candler. Looking at the increasing demand for it, Joseph
Biedenharn installed a bottling machinery in the proximity of Mississippi soda fountain. He was
the first one to put Coca-Cola in bottles. Its sale was enormous five years after the three
entrepreneurs in Chattanooga, Tennessee had got the exclusive right to bottle and sale the Coca-
cola (Albert and et.al., 2014). The major challenge for the company was to beat the competitors
who started to sell the similar kinds of packaging bottles. To cope up with this the bottlers
realised the need to have a standard and distinctive bottles for the beverages. The new Coca-Cola
bottles were then introduced which can be recognised in dark and thus effectively set the brand
in the target market.
The first marketing of it was done through the coupons by which free samples of the
beverages were promoted to garb the attention of the customers. After that newspaper advertising
was done. With the help of other agents also , the marketing was assisted.
Many slogans were associated with it,such as ' Coke is it!' ,'Catch the Wave', 'Can't Beat
the Feeling'.etc. Certain types of computer animation were also done to attract more and more
people towards it (Steward and et.al., 2018). Similarly, 'Always Coca-Cola' campaign was
launched in a series of advertisement to feature animated polar bears to capture the eyes of the
consumers. They are known for their innocence, fun and mischief . To provide such kind of
ambience for the customers, this thing had been done.

Again in 2009, the 'Open Happiness ' campaign was globally explored. This had been initiated to
invite more number of people to feel refresh with a COCA-COLA and to enjoy a happy life. It
was advertised using many TV ads, billboards, etc.
Its mission is to spread across all the geographical regions to serve more and more
customers. Its vision is to provide the quality drinks to the customers with affordable prices. To
deal with the same the company is implementing various strategies to stand out in the market
place (Catenacci and et.al., 2016). For the same, Open Happiness campaign featured during the
2010 Winter Olympic Games in Vancouver was followed by a 2010 social media extension,
“Expedition 206”. In this, the mission was initiated whereby three happiness ambassadors travel
to 206 countries in a year to determine the things which makes the people happy. This has been
recorded and communicated via blogs , tweets, websites etc. In this way a company is planning
attract more customers.
Every company has a mission to please its customers , employees, partners and the
investors by serving best products to them. Similarly, Coca-Cola company is on the mission to
refresh the world in mind,body and spirit. This is done to connect with more and more customers
(Greenfield,2016). To inspire the attitude of optimism and happiness is also a mission statement
of the company. It is on the mission to create value and to make a difference by producing
distinct quality outputs. To deal with the same, several new flavours are add on by the
company ,like, green tea, huiyuan juice etc. In this way, the company is expanding its range.
Advertising with the help of attractive brand ambassadors also the company is making profit.
This serves as a positive background for the customers. At present, the company is successful to
attract more and more customers.
To stand out in the market place the company has to comply with its vision. For this, the
managers must have to understand properly the purpose , core values, strategy, value proposition
,etc. Many top companies follows the same criteria.
Similarly,Coca-Cola company has also implemented 5 P's strategy to work out with its
vision (Greenfield, 2016). They are as follows:
 It has set a goal to provide best place of work for the people by inspiring each
other.
 It had tried to provide a portfolio of drinks brand to satisfy the needs of the
customers.

 It has established a network of the partners to expand its business.
 With the help of maximizing long term return to the shareholders, it has made
reasonable profit.
 Being a lean and fast moving organisation to serve the global citizens , its
productivity is efficient.
CONCLUSION
To conclude we can say that , Coca-Cola is a successful organisation and is planning in
an efficient way to attain its mission and vision. It has to manufacture distinctive products to
attract more and more customers (Moore and et.al., 2018). Its revenue is around US$41.863
billion as estimated in 2016, which means that it has large number of consumers. It has many
subsidiary companies also like FEMSA, Coca-Cola AMATIL, etc. to serve more number of
people.

REFERENCES
Albert, P.J. and et.al., 2014. Introduction. In Global Poverty Alleviation: A Case Book (pp. 1-
11). Springer, Dordrecht.
Steward, S.L. and et.al., 2018. Bottle. U.S. Patent Application 29/565,806.
Catenacci, V.A. and et.al., 2016. Erratum: Low/No calorie sweetened beverage consumption in
the national weight control registry. Obesity. 24(2). pp.535-535.
Greenfield, S., 2016. Giving the Global High Sign: Coca-Cola Advertising of the “American
Way” in Life Magazine, 1941-1947.
Moore, R. and et.al., 2018. Bottle. U.S. Patent Application 29/549,699.

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