Coca Cola Strategy Project | Solved

Table Of contents
 Introduction
1. Chosen Brand – Coca-Cola
2. Chosen Market – Great Britain
3. Mission, Vision, Values and business objectives
 Strategic level context analysis
 Business strategy
 Communication marketing
 Relationship marketing
 Conclusion

Introduction
 Mission: Coca-Cola’s mission is ‘To refresh the world in mind, body and
spirit. To inspire moments of optimism and happiness through our brands
and actions. To create value and make a difference
 Vision: The brand’s vision is segmented as below:
1. People: Be a great place to work where people are inspired to be the
best they can be.
2. Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
3. Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
4. Planet: Be a responsible citizen that makes a difference by helping
build and support sustainable communities.
5. Profit: Maximize long-term return to shareowners while being mindful
of our overall responsibilities.
6. Productivity: Be a highly effective, lean and fast-moving organization.

Introduction - Values
 As a company, Coca-Cola has adopted the following value set:
1. Leadership: The courage to shape a better future
2. Collaboration: Leverage collective genius
3. Integrity: Be real
4. Accountability: If it is to be, it's up to me
5. Passion: Committed in heart and mind
6. Diversity: As inclusive as our brands
7. Quality: What we do, we do well

Coca-Cola Brands

Business objectives
Business Objectives Business strategies
Be globally known as a business
that conducts business
responsibly and ethically
Enhance business transparency
and conduct business ethically.
Accelerate sustainable growth. Understand consumer needs and
enter new geographical areas.
Business expansion and
enhanced reach
Target different areas of the
globe with different products.
Advanced business promotions
and targeting.

Coca Cola in Great Britain
1900: Coca-
Cola first
entered
Britain
1920:
Significant
sales began
1939: 5
Bottling
plants owned
by parent
company and
2 by licensed
bottlers
1932: Coca-
Cola initiated
bottling in a
small plant in
Brighton.
1940:Operati
ons began
again after
war by
franchised
bottling
organizations
1987: Coca-
Cola joined
hands with
Cadbury
Schweppes
plc.
1981: opened
Europe’s
biggest soft
drink
production
complex
2012: Coca-
Cola owns
22% of the UK
cold drink
market.

About the country – Great Britain
 Population: 65 million
 Literacy rate: 99%
 Developed economy
 Constitutional Monarchy
 UK companies are large scale with high skilled workers
 The use of internet and advent of technology is high.