Coca-Cola Company Inc.: Goals, Objectives, and Strategic Analysis

This report analyzes the goals and objectives of the Coca-Cola Company, focusing on its performance in 2011 and beyond. It examines the company's strategies, including cost leadership and product differentiation, to achieve its financial goals, such as a revenue target of $500 million and an annualized estimated saving of $140-$150 million. The report highlights Coca-Cola's strategies for both short-term and long-term goals, including research and development to innovate products and improve consumer health by reducing calories. The report also references the company's efforts to increase market share and address health concerns related to sugar consumption, as well as its international business strategies. The analysis includes references to relevant sources such as the Coca-Cola Company's press releases and studies conducted by Harvard School of Public Health.

Running Head: Goals and objectives of a firm 1
Goals and Objectives of a firm: The case of Coca-Cola Company Inc.
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Goals and objectives of a firm 2
Goals and Objectives of a firm: The case of Coca-Cola Company Inc.
Introduction
Goal setting is a vital process in the growth of a firm since it helps in determining the
progress of a firm. Goals set motivation to the business stakeholders since they assign
responsibilities to be achieved in the aim of attaining a given goal. As a result, the business
stakeholders work hard to realize the business goal that is business growth, a larger market
share and increased business profits. Goal setting is usually accompanied by strategies to help
achieve the given goal. Among the key considerations made when developing a business idea
include improved financial status of a business, increasing a business market share and ways
for ensuring the progress and competitiveness of a business. also, companies do develop key
measures to monitor their progress. Among the key measuring processes include the
preparation of a business audit and development of swot analysis to analyze the business
performance. The paper develops a study of the Coca-Cola company goals and objective of
the year 2011.
1. Coca-Cola company goals and objectives of its activities
Coca-Cola Company is a beverage company that produces non-alcoholic drinks. The
company is a multinational company with over 200 branches all over the world (Coca-Cola
company, 2014). The company had a goal to achieve a target of $500 million in the year
2011. The company had developed an annualized estimate saving for the year to be $140-
$150 million. In addition, the company had estimated its revenue from the US branch to be
$300 million. In addition, the company had developed several strategies to ensure that it
realizes its goal at the end of the year. Among the strategies developed by the company
include cost leadership strategy. The strategy was aimed at reducing the production cost of
the company (Gomez, 2012). The reduction in production would result in increased profits

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after the product sales since only a few deductions are made from the cost of the final product
to cater to the production process. Secondly, the company has developed a unique branding
for its products that resulted in an increased market in some markets including Peru.
Furthermore, the company developed the quality of its product to enhance more market for its
products. Through the various efforts, the company realized a 5% percentage growth over the
year 2011 with 1% being realized in America branch which was far much ahead of the
business goal (Coca-Cola journey press Centre, 2012).
2. Differentiation of Coca-Cola company goals in long-run and in short run
The investment of Coca-Cola company investment in research for the year 2015 has a
long plan to realize new ventures for the company. The realization is developed following the
identification of business opportunities from the research conducted. In addition, the research
can help the company to identify expected business climate in future and develop strategies
with respect to the expected future. Secondly, the use of innovative ways to develop the
health of the consumers by lowering the level of calories will improve the market share of the
company due to the high quality of the company products. The reduction and removal of
calories in the beverages have a positive effect by improving the health of the people more so
in curbing the cases of obesity. Following the health benefit involved the company products
will be advised by medics for use since they are free from disease development. the quality
improvement by addition of nutrients to the company beverages will increase the quality
making the company more competitive in comparison to its competitors. The improvement
will result in the business development and larger market share following the preference of its
products.
According to a study conducted by Harvard school of public health, it was identified
that in every 64 ounces of cola soda there existed up to 700 calories (Harvard school of

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public health, 2018). The amount has contributed to the accumulation of sugar content in the
body more so resulting in obesity. However, the company has assured to improve through
funding of a research on its products. Furthermore, the company has laid down strategies to
lower the number of calories in its beverages to curb the increase of obesity cases.

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Reference
Coca-Cola company. (2014). Exploring the links between international business and poverty
reduction. Oxfam America.
Coca-Cola journey press release. (2012). The coca cola company reports full year and fourth
quarter 2011 results. Retrieved 09th November 2018 from https://www.coca-
colacompany.com/press-centre/press-release
Gomez, B. (2012). COCA-COLA: International business strategy for globalization.
International trade and academic research conference, Vol. 3 Issue 1, pp. 155-169
Harvard school of public health. (2018). The nutrition source: Sugar drink and obesity fact
sheet. Retrieved 09th November 2018 from
https://www.hsph.harvard.edu/nutritionsource/