Coca-Cola's Business Strategy and Sustainability

The assignment provides an in-depth analysis of Coca-Cola's business strategy, including its mission statement, sustainability initiatives, and market analysis. The essay also compares Coca-Cola's business model with that of other companies from the 1980s, highlighting the company's innovative approach to product innovation, system innovation, marketing, and sustainability.

Running head: PRINCIPLES OF MANAGEMENT
PRINCIPLES OF MANAGEMENT
Name of the Student
Name of the University
Author Note

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History of Coca-Cola
Coca-Cola is a one of the largest American multinational beverage corporations. The
retail management process also taking the initiative of non-alcoholic beverages and syrups.
However, the company is best acknowledged for the production of Coca-Cola. The franchise
distribution system is the main operation for the company and the process has started since 1889
(Coca-colacompany.com 2018). Acquisition aligned in the most presentable form in Coca-Cola.
Minute Maid Company was acquired by Coca-Cola in 1960 and the Indian cola brand Thumps
Up in 1993. Though of marketing and finalize the corporate strategy along with the national
culture has changed through their process. Columbia picture was also acquired by Coca-Cola for
$692 million. The company finalized the purchase of Zico, which was a coconut water company,
in 2013 and also they make a relationship with organic tea company and cold juice
manufacturing company.
Explores themes for last 125 years
Coca-Cola is a trending company, which explores their theme in every sustainable time.
The organization has to take initiative to create their value and make difference with the product
so that people get attracted by those products and a marketing acceleration has been done. In
case of product innovation company has set their design as “Refresh the World” this is a change
that Coca-Cola has implemented in recent years so that people find their way of refreshment
through Coca-Cola. In case of marketing section, they have set their business tagline as “Inspire
moments of Optimism & Happiness” this is a theme may enhance the marketing culture and
innovation of the company to the people over the world (Coca-colacompany.com 2018). The
moments that bring happiness with the drink is a psychological enhancement that people relate to

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and this is the most exciting aspect of Coca-Cola as well. In case of sustainability innovation,
they are influencing their product value with some difference. The difference may come from the
quality, taste or the health care reason of understanding to the people but the way it creating the
value of sustainability the market of Coca-Cola will enrich also. In case of system innovation,
Coca-Cola always stresses in the culture of the nation. If people are taking their drinks in a right
way then business development will be a lot easier for the company but if this isn’t, the strategic
implementation of will come on that place and process making theory of market engagement has
started over the case (Mayes 2012).
Mission and Vision strategy of the company at that time
All the themes are directly related to the company’s mission and vision and the possible
actions are needed from the company are aligned with the themes. Refresh the world through
their product is the mission and theme as well and this will serve the actions and decisions of the
company (Coca-colacompany.com 2018). The links are considerably pointing the value making
difference in purpose of the aligning the company and that also achieve the anticipated findings
as well.
Purpose of the mission statement
The mission statement clearly defines the process of actions and decisions served by the
company with optimum quality and market understanding. The moment of actions and decision
are important in that case as the time aligning with the value chain and state something different
as per the condition of the company (Coca-colacompany.com 2018). The purpose is very clear
and has a sound knowledge of market understanding as well as the influence that create some
impact on the nations and their people.

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Mission statement explanation
The mission of the company influences the factors of their sustainability in business. In
most of the cases service provided by the company is not relevant enough as per the quality of
the product or ensuring a good management for employees, but in case of Coca-Cola, the tings
are impactful and innovative in every time as they innovate the new dimension of business
through their strategic themes and values (Coca-colacompany.com 2018).
Other companies in 1980’s and their comparison of five Ps’ vision
Big companies like U.S. Steel, General Motors, Standard Oil of New Jersey, Amoco,
CBS, and Walmart all the companies are founded before 1980 and they need to had a strong
establishment at that time. But the products are different so the target market and productions
culture were also different in such place (Dkpa 2017). They have chosen different sustainability
methods and culture to attain their business but the segregation of innovation in terms of
products, system, marketing, and sustainability as Coca-Cola presented as that time is the major
difference of their market analysis. The driving nature of the business is always important and
that will boost the effective scenario of making a company better and this is the high point of
Coca-Cola rather than other companies at that time (Arakeri and Brennan 2013).

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References
Arakeri, G. and Brennan, P.A., 2013. Oral submucous fibrosis: an overview of the aetiology,
pathogenesis, classification, and principles of management. British Journal of Oral and
Maxillofacial Surgery, 51(7), pp.587-593.
Coca-colacompany.com 2018 Coca-Cola Journey Retrieved from: http://www.coca-
colacompany.com/ [Accessed on 3rd March, 2018]
Coca-colacompany.com 2018 History of Coca-Cola Company Retrieved from: http://www.coca-
colacompany.com/history [Accessed on 3rd March, 2018]
Dkpa, d., 2017. PRINCIPLES OF MANAGEMENT.
Mayes, M.D., 2012. Principles of Management. In Scleroderma (pp. 571-576). Springer, Boston,
MA.