Coca Cola Business Strategy Analysis

This assignment delves into the strategic framework employed by Coca Cola to achieve its business objectives. It examines the company's organizational and environmental audits, highlighting key internal and external factors influencing their decisions. The analysis explores various strategies adopted by Coca Cola, including limited growth strategies, resource allocation, and SMART target setting. The role of benchmarking in evaluating and improving Coca Cola's performance is also discussed.

Business Strategy

INTRODUCTION
Business strategy can be defined as an effective process where business enterprise do
strategic planning for achieving their strategic goals and objectives. Further, it also assist in
formulating, implementing and evaluating organisation function so that firm achieves their
mission and vision within the set time period (Tokatli, Wrigley and Kizilgün, 2008). The
strategic plan is usually made for 3-5 years as per the organisation need and comfort.
Taking the above scenario into consideration, the organisation selected is Marks and
Spencer (M&S) which is a Multinational retailer in UK specialised in selling of clothes, home
and luxury food products. Venture also has its effective operations throughout ther globe.
Further, this report will also focus on the case scenario which is given on Coca-Cola and the
report will be made accordingly. This present report will showcase the strategy which is adopted
by the business venture in the strategic planning. Further, report will also depict the environment
analysis which will assist firm in getting a competitive edge over the competitors.
TASK 1: ESSAY
1.1 Mission, vision, objectives, goals and core competencies in forming strategic planning
Business strategy is the technique or a process that directs the entity to conduct the work
processes and it also assists in meeting organizational aims and objectives in effective manner.
Mission statement defines the company’s business, objectives and the ways it will be adopting to
reach towards those objectives. However, a vision statement describes the desired future position
of the company. Mission statement gets failed when the business does not conduct all the
activities as per the determined objectives.
Marks and Spencer having immense brand image in countries like UK and Iceland. Their
maximum number of retail store belong to these nations and their effective operations are the
only reason of their success (Campbell and Rahman, 2010). Further, their employees are also
effective who are dedicated towards the work and giving their productive services throughout the
globe.
Mission:
Mission statement of M&S states that firm focuses on delivering different products in the
major areas like clothing, food, home and financial services. Further, the top management also
wants that their customers get the best value for the money which they are spending and they
become the loyal customer base for the enterprise.

Vision:
Vision statement of M&S defines extension of business operations to different nations
and create a brand image in eyes of customers so that they become the loyal customer base for
the enterprise. Basically firm's vision statement states that “To be the standard against which
others are measured”.
Goals and objectives:
Goals and objectives for cited firm is treated as a quantified statements which focuses on
achieving the same within the specified time period. M&S has prepared both their short term and
long term goals and planning to achieve the same by the year end 2022. Organisation goals for
the cited firm focuses on increasing the sale and market share in the retailing sector, continuing
the differentiation by delivering the freshness in quality and leading to innovation (Salem
Khalifa, 2012). At last, firm also have their eco-plan which emphasise on becoming the major
retailer by the year 2020.
Core competencies:
The core competencies for the cited organisation is increasing value of the brand,
customer satisfaction and many more. Considering these factors effectively will lead towards
increase in goodwill and making up of loyal customer base for the enterprise. Cited firm has vast
range of products in food and clothing segment and this is the only reason why firm have large
customer base (Motwani, Subramanian and Gopalakrishna, 2005).
1.2 Factors which need to be considered in formulating strategic plans
Taking into consideration the mission, vision, goals and objectives of M&S, it is
examined that firm currently focusing on two major goals and objectives. The first goals of cited
retailer is to expand their operations to areas which have not been served yet. This will help cited
organisation in developing broad image as well as market share. Moreover, it will also increase
the revenue, productivity and goodwill for the firm. Apart from it, the other objective of M&S is
to develop an environment friendly image so that they able to reduce the carbon footprint and
able to give their maximum contribution in the growth and development of society as well as
nation (Crumpacker and Crumpacker, 2007). Currently, cited firm is majorly focusing on their
Plan A which states following objectives:
 Reducing amount of waste which is generated by various factories and store of M&S
 Contributing best in the protection of natural resources of earth

 Focuses on developing new jobs to reduce unemployment
 Promoting healthy lifestyle
Further, at the time of formation of strategic plan, there exist different factors which cited
firm can take into consideration and these are:
Future direction of the competition
It is essential for firm to analyse future direction of the competition in regard to overcome
stiff competition from market. Following are the factors that influences business to anticipate
future direction of competition. It is as follows-
 Supermarkets- There is stiff competition within supermarket industry as there are varied
businesses operating in similar market and selling same products to consumers.
Therefore, it is essential for M&S to introduce best quality products with innovative
features and thus attract consumers towards firm.
 Massive discounting- M&S also aims to focus upon offering massive discounting so that
they can offer great discounts to consumers on festive seasons as well as end of season
sale in order to rise the footfall of consumers. Market research needs to be done by
management in regard to identify the buying habits of consumers and thus offer them bet
price products to raise the market share and profitability. Online channel- M&S needs to enter into online market as well ans thus enhance its
market share. Therefore, it is essential for firm to attract wide range of people towards
business. Improving its online presence requires to build effective channel so that
products could be easily reached to end users (Basili and et.al., 2013).
Strategy and competitive advantage Competitive advantage- M&S maintains its quality of products different from its rivals
offering similar products. Thus, it is essential for business to maintain its competitive
edge over rivals so that they can overcome competitors and improve the sales o firm in
market. It is crucial for firm to attract consumers towards firm and thus set results can be
attained. There are several challenges faced by M&S in maintaining competitive
advantage such as rivals influences firm to introduce something new and grab consumer
attention. Through such way it helps business to sustain and renew the changes in regard
to overcome competition and thus attain desired results in market.
Market Penetration

Market penetration strategy is being adopted by M&S in regard to enhance the sales of an
existing product in its existing market, however, it assists in making the product familiar to the
market and enhance business to involve consumers towards firm. Such strategy also assists in
providing low risk to business as the market is already familiar to the firm and it does not affect
them in any form. Further, business uses different tactics in regard to penetrate into markets
through different ways such as-
 Increasing usage among existing customers- It is essential for M&S to enhance the
usage of products among existing customers so that M&S could help consumers to utilise
the products effectively and efficiently. Through offering quality products at discounted
prices it helps business to enhance its usage among existing clients.
 Converting non users to users- Such strategy also assists in converting non users into
users and thus help business to enhance the market share in market. It also assists M&S to
improve its product range in order to satisfy customers needs and wants.
 Attracting competitors customers- M&S also uses this strategy in regard to attract
competitors customers through offering them best quality products or services to clients
and thus attain desired results.
1.3 Evaluating techniques in development of strategic business plan
There are different types of techniques which the top management along with the HR
manager can take into consideration in order to develop their strategic plan and objectives for
long years. Moreover, cited firm can also emphasise on implementing different types of models
which will lead towards increase in brand image, revenue, turnover and profits for them (Hills
and Thom, 2005). M&S can focus on conducting different analysis like SWOT analysis,
PESTLE, Porter five foreces, Ansoff matrix, etc. Further, cited firm working in competitive
environment so it is necessary for the venture to consider the plans and policies for their
competitors as well as it will help them in getting one step ahead of their major rivals. Firm is
getting stiff competition from organisations like Tesco, Wallmart, etc.
SWOT analysis can be treated as a core analysis which will help enterprise in identufy
the internal weakness and strengths so that management come to know that what are their major
potential and where they lack the most. The acronym of SWOT analysis stands for Strength,
Weakness, Opportunities, Threats. M&S will consider all the elements effectively and will also

try to convert their weakness and opportunities into strength which will help them in increasing
the market share and goodwill effectively (Kourdi, 2009).
Strategic planning if regarded as an organization’s process of strategy formulation,
strategy direction and etc. It focuses on making appropriate decisions through allocating
organizational resources as per strategic facets. It is always managed from top to down level as
top management is accountable to develop organizational strategies. M&S can take hasty
decisions from this approach; but due to association of several issues, the actual motive remains
unsuccessful. In this case, BCG matrix can be applied as that could help the business entity to
identify all the practices that can generate growth facets.
SWOT analysis of M&S
Strengths:
 Leadership in clothing as firm has vast range in different segments for men and women
 M&S also has strong brand equity
 Effective Corporate Social Responsibility (CSR) towards stakeholders and society Global expansion in foreign market has given firm stability as it leaded to increase in
market share and customer base.
Weakness:
 Reduction sale in food offering and still not able to compete the major retail giants
 Low return on capital so invested by shareholders Systems and techniques used are traditional and did not change over time
Opportunities:
 Online shopping is increasing at rapid rate and this can increase the revenue and
productivity for venture. M&S can consider two major markets i.e. China and India because they are currently
considered as fastest growing market (Verreynne and Meyer, 2010).
Threats:
 With increase in globalisation and international trade policies, competition between the
firms who are working in same industry has increased.
 Price for clothing products including VAT and other taxes leading towards low spending
of customers.

TASK 2
2.1 Organization audit for Coca-Cola
Tools for Organisational Audit
Position Audit
Such audit is a part of planning process that assesses the current state of business in
which it is operating. For instance, Coca Cola is required to plan effectively its current state of
business in market and for this they need to carry out position audit. It involves different
resources such as tangible and intangible assets. However, it helps business to analyse the future
strategic planning decision of firm so that desired results can be attained. Business possess
various tangible and non tangible assets so that it could be used in order to improve the business
performance and attain desired results.
Resource Audit
Further, such audit assesses that it involves all the aspects of resources that is being used
by businesses in regard to carry out organizational goals. There are different resource involved
within firm such as physical, financial and system. All these resources are best useful Coca Cola
in regard to carry out its business in market. However, resource are of no value unless they are
organised into systems. Therefore, Coca Cola is required to organize its business in the form of
appropriate systems and thus organise the resources in an effective and efficient way. Through
such way resource audit will be determined in regard to assess how effectively and efficiently so
that it helps in benefiting business and individuals in regard to ensure effectively to use the
resources and thus enhance the market share of firm. For instance, Coca Cola requires to identify
its human resources effectively and provide them proper training to them so that they can
enhance their performance in business and attain desired results.
Organizational audit is a procedure in which the business entity analyses the external and
internal business environment. In this respect, Coca Cola has positioned itself as a competitive
identity through brining several new products at the market place. Internationalism strategy can
be adopted by Coca-Cola and as per the strategy, it is essential for the business to sell the
products to diverse market places.
Strengths
 Coca-cola has appropriate market share
 Capability to deal with competitive facets

 Leading position in global market (Tokatli, Wrigley and Kizilgün, 2008).
 High quality products and services
 Presence in many countries
Weaknesses
 It is found that in recent past, firm has face water management issues and due to this,
individuals has raised petition against Coca-Cola.
 Organisation focuses on single product only and it is in form of beverages. Thus, it is
found that the diversification for cited firm will be low.
Opportunities
 There are many brands looking for the global exposure and the firm's competition for
coca-cola is increasing. Therefore, it is acting as a major challenge for the venture.
 Focusing on strategy and scheme will assist the business to develop the opportunity for
the organisation so that they can improve new market potential.
 Undertaking the projects to developing nation could amend the profit share. As a result,
Coca-Cola can focus on satisfying the needs and demands of customers in an effective
manner (Gottschalk, 2005).
Threats
 A culture towards natural and organic products has to lead many nutritional waters or
various beverage option.
 Government regulation in various nation differ from the other. Therefore, it is necessary
for Coca-Cola to make a strong bond with the government in order to have proper
functioning.
 Cited firms also faced strong competition from their indirect competition like
Starbucks,cafe coffee day. But do not compete directly with coca -cola, these business do
affect venture revenue, turnover and productivity (Basili and et.al., 2013).
2.2 Environmental audit for Coca Cola
POLTICAL FACTOR
 The government regulates manufacturing procedure of food and beverage industry. In
case the companies fail to meet the government rules and regulation then it will influence
firm in an negative manner (Rosemann and vom Brocke, 2015).

 The company has changes in its accounting policy, focused competitive products like
foods and beverage and maintain pricing policy etc. which results into increasing market
share of firm.
ECONOMIC FACTOR
 During the recession, Coca Cola realized that interest of loan is increasing then it affects
the firm as they have to pay high amount to bank. Factors like bank loan affects the
research and development activities of the company. In recession the purchasing power of the customers for Coca Cola will decrease which
will affect the sales of firm (Saunders, Lewis and Thornhill, 2011).
SOCIAL FACTOR
 Now-a-days majority of the customers are showing their interest towards healthy
lifestyle, therefore, they do not choose Coca Cola as a healthy drink. Thus, it affects the
market share of firm. Also, consumer taste and preference changes from time to time therefore food and
beverage industry needs to identify that and provide particular products to attain customer
satisfaction (Business operations and strategy. 2015).
TECHNOGICAL FACTOR
 Adopting new technologies, provide consumers Coca Cola in cans and plastic bottles
which attracts large number of youth towards firm and thus it increases sales volume of
company. As it is easy to carry and dispose.
 Providing the new equipment and techniques results into increasing Coca Cola
production.
Thus, as per the model, it is clear that external environment of Coca Cola is highly
competitive and business needs to adopt different methods to compete in such market place.
Technology is an issue for Coca Cola because it leads the business entity to invest much
resources in organizational processes.
Porter Five Force Analysis
 Threat of new entrants- It is low as entry of new entrants could not be benefit from the
economies of scale. Also, there is high knowledge barrier in terms of being able to enter
into global market.

 Bargaining power of buyers- It is high as buyers are the main source of revenue and
market share. Also, the profitability ratio effectively shows the buyer power and thus
prices are decided on the basis of bargaining power of buyers.
 Bargaining power of suppliers- It is low as the ingredients which are required for such
industry is basic and available easily. Therefore, suppliers does not possess much
bargaining power as there are various suppliers available in market.
 Threat of substitutes- It is high as there are varied number of substitutes available in
market such as coffee, juice, tea. Therefore, it is essential for Coca Cola to advertise its
products effectively in market so that they can attract consumers towards firm and
enhance the sales and profitability.
 Competitive rivalry- It is high as there are various competitors present in market such as
Pepsi. It also faces price wars and thus market share is divided among various rivals.
2.3 Significance of stakeholder analysis
Stakeholders are considered as a real asset for the cited business enterprise as they
enhance success facets. It can be considered as a tool for defining the key stakeholders for
specific project. The main objectives of this analysis is to ensure the successful outcome for the
project and also for the changes to come. Further, there are various stakeholders for Coca-Cola in
form of shareholders, employees, suppliers, creditors, customers, government, etc (Olson, Slater
and Hult, 2005). Moreover, stakeholders are the one who put both negative and positive impact
on the performance of the business venture. Moreover, it is also found that there are different
ways which states firm is bound to conduct stakeholder analysis. Some of the reasons are:
 Identify the main reason of influence which stakeholders put on the success of business
venture
 Discussing the plans and policies with the stakeholders will give firm an advantage as
various suggestions will also be opted from these stakeholders.
Apart from it, different stakeholders plays crucial role in the success of business venture
and discussion for M&S stakeholders has been made down under: Customers: Customers are considered as a key player and Coca-Cola focuses on
satisfying their needs and demands in effective manner. Organisation also make
necessary changes from time to time because firm is working in competitive environment
and venture does not want that their rival gets an upper edge (Chapman, 2005).

 Employees: Employees contribute their best in the success of the enterprise and their
performance only matters regarding the growth and development of business venture.
Employees working in different departments focusing on giving utmost satisfaction to the
customers.
 Suppliers: These stakeholders generally show consideration and they are bounded to
supply quality of raw materials to organisation so that firm comes up with best of the
final products.
2.4 New strategy for Coca-Cola
Coca-Cola being a global business organisation has its operations throughout the globe
and firm having vast number of employees who are giving their effective services as well.
However, firm is facing tough competition from ventures like Pepsi, Nestle and Dr Pepper
Snapple Group, Inc. This generally influence Coca Cola market share, revenue and productivity
precisely (Adner and Levinthal, 2004). Coca Cola focuses upon increasing their customer base
by expanding their operations in the areas where haven't tapped yet. In order to prepare new
strategy, Coke focus on the major frameworks which has been discussed down under:
 Coca-Cola is right now in the commanding position and their revenue, productivity and
turnover keeps on increasing every year by year. Cited firm emphasise on retaining their
skilled individual so that their efficiency keeps maintained (Business operations and
strategy, 2015). For instance, implementing strategy within firm helps them to enlarge
market share and profitability. Here, business aims to retain its skilled workforce through
encouraging them and thus improve the business performance.
 It is important for Coca-Cola to diversify their operations and come with new products.
Their existing beverage products are quite popular and cited firm can emphasise on
introducing new drinks which will seek more of the customer's attraction (Gottschalk,
2005).
 Cited firm can focus on product development process where the R&D department will
emphasise on introducing new beverage which will give new taste to their existing
market and customer base.
 For example, Product Differentiation strategy wherein new products and services should
be added to the existing product line so that customers can be persuaded on the same
context. The strategy will also Coca cola to reduce issues prevailing at the market place.

Further, customer switch over aspects can also be reduced and addition of new product
can assist Coca cola to maximize the market share.
TASK 3
3.1 Analysing alternative strategies
There are different types of marketing strategies which cited firm can take into
consideration in order to expand their operations in global market. This will also give firm a
competitive edge over the rival competitors and will improve their revenue, turnover and
productivity (Basili and et.al., 2013). There exist different types of alternative strategies and
description for the same has been done down under: Market entry strategy: This is one of the most important strategies which assist cited firm
to achieve the set strategic goals in precise manner. In this, cited firm will focus on
tapping the new market so that more of the customers gets attracted towards the
organisation products. Substantive growth strategies: This is another important strategies which majorly focus
on vertical and horizontal integration. In the horizontal integration, firm will focus on
producing the raw material of their own which will reduce the cost for their suppliers
(Saunders, Lewis and Thornhill, 2011). If such integration are taken into consideration,
then lot of cost will be reduced and venture will be able to produce the best quality of
products for customers. Limited growth strategy: In this type of strategy, management of Coca-Cola focuses on
increasing their growth with the help of market penetration, development as well as with
the introduction of the innovative products. Implementing innovation strategy will give
firm an advantage and give them upper hand over their competitors. Retrenchment- It is a strategy where business enterprise emphasise on reducing the cost
relating to some specific expenditure. Using the same cost at some other place, will help
firm in enhancing their efficiency and productivity in specific manner. Mergers and Acquisitions: Coca cola can also emphasize on mergers and acquisition in
which the business can merge the operations with competent and successful beverage
company. This will assist in enhancing market potential of Coca cola.

 Strategic alliance: Coca cola can also get assistance from strategic alliance in which the
business entity should focus on developing new strategies and techniques for more
growth prospects.
3.2 Selection of appropriate future strategy
It is recommended that cited firm can focus on limited growth strategy as it will
emphasise on some core elements like market penetration, development and innovation. Further,
cited firm dealing in different products and these products are quite effective as well which is
increasing organisation revenue and productivity. Further, with the use of innovation and latest
technology, Coca-Cola will be able to enhance the sale of their existing product which will give
them competitive advantage and also enhance the base of the loyal customers (The Performance
Frontier: Innovating for a Sustainable Strategy, 2014).
Further, cited organisation can also focus on market development model as in this firm
will tap new market which is not been served yet. Getting effective response from the customers
will enhance their growth with the increase in revenue, turnover and profits as well.
As per the above discussion, Coca cola should adopt joint venture strategy under market
entry strategy. According to the strategic aspects, Coca cola needs to develop partnership with
another developing entity who operates the business in same market zone. The business is also
required to emphasize on risk taking capacity; hence the entire procedure should be conducted
for the same prospect. The strategy has all the dimensions of acceptability; hence it should be
adopted prominently. Thus, it could be stated that Coca Cola implements joint venture strategy
within firm that focuses upon business regarding collaborating with other businesses in relation
to carry out its operations and expand its market share. Thus,such strategy is being used because
it is effective for firm to enter into new market as well as enhance current market. Through
implementing three different aspects it could be assesses such as-
 Suitability- It assists Coca Cola to identify the suitability aspect of business and thus
enter into collaboration with other similar businesses so that market share of firm can
be enhanced. For instance, it would help Coca Cola to consider whether the strategy
would address the key strategic issues underlined in regard to assess the business
strategic position in market.

 Acceptability- For instance, Coca Cola is concerned with the expectations of the
identified stakeholder such as employees, customers and expected performance
outcomes so that risk, return and stakeholder reaction can be assessed.
 Feasibility- Further, feasibility is considered with the resources required in regard to
implement the strategy which is available and helps firm to develop or obtained. There
are different resources available with Coca Cola such as workforce, funding, time and
information.
TASK 4
4.1 Assessing the roles and responsibility of the personnel
After the selection of the specific strategy, firm can divide the role and responsibilities to
their different employees who are working in different departments. The department head
majorly plays an important role because they act as a leader in order to achieve the venture goals
and objectives (Campbell and Rahman, 2010). The main role is played by the HR manager,
operational and finance manager and the description of the same has been discussed down under:
 Finance Manager- Finance manager holds important position in venture because they
have to take account of every inflow and outflow of money. Further, they also have to
prepare the budget of the actual expenditure which will be required in order to excel the
operations.
 HR manager: HR manager is also responsible to prepare effective strategies for
employees so that their workforce can work with best of the dedication in order to meet
organisation goals and objectives (Olson, Slater and Hult, 2005).
 Operation Manager: Operational manager of Coca-Cola also plays an important role in
the organization where he is together responsible to evaluate the decisions which are
taken by the HR and finance manager. Further, he will look towards the operation which
need to be taken into consideration at the time of expanding their business progress. Chief Executive officer: CEO of Coca cola is entitled to manage organizational strategic
facets and chiefly all the decisions are made from his end only. CEO must have to ensure
that business can grow in the competitive market with the existing product line.

 Non- executive directors: They are usually consulted through CEO and they do not paly
permanent role in the organization. They are also accountable to develop stern strategies
for the business so that success and growth facets can be enhanced. Middle managers- Such individuals possess the responsibility of implementing the
strategy so that business goals could be attained. Also, they possess the advantage in
regard to involve them within the strategy and formulate the objectives so that desired
results can be attained. It is crucial for middle managers to improve and develop better
strategy decision as well as improve their experience to be updated with the information
so that desired results can be attained. For instance, middle managers within Coca Cola
helps firm to implement the strategy because firm involves them to formulate the strategy
and they are capable in regard to attain stated goals.
 Strategy consultants- It involves different individuals from outside in regard to formulate
the strategy within firm. Coca Cola undertake the help of consultants as they have wide
knowledge in regard to perform the operations of firm in market. For instance,
consultants play a major role in regard to assess, prioritize and generate different options
in regard to bring fresh idea so that it could be implemented within firm to attain best
results in market and overcome competition.
4.2 Resource requirement
With the help of implementing growth strategy within Coca Cola it helps firm to attain
certain resources in regard to fulfil the needs-
 Human resources- Without involvement of skilled workers, no effective strategy can be
implemented. Hence, as per the case of Coca Cola there is greater requirement for it to
possess skilled workforce so that strategy can be implemented in an effective way.
Therefore, firm recruits skilled and capable employees to attain desired results (Olson,
Slater and Hult, 2005). For Coca Cola human resources are significant as they are the real
means who are engaged in implementation of the strategy to a significant level.
 Technological resources- It is another significant resources that assists business to
implement updated technology in relation to innovate the product to attract consumers.
Thence, Coca Cola is required to undertake effective technology products so that best
beverages can be delivered to consumers (Chapman, 2005).

 Finance as a resource- It is stated that finance is the best resource that helps in
determining the strategic success within firm. However, from a shareholder's point of
view it is assessed that what matters is the cash generating capability of firm. For
instance, Coca Cola considers finance as the best output and thus helps firm in generating
profitability of firm through investing money in future plans.
 Time/materials as a resource- It is another crucial resource of Coca Cola and helps firm
to plan its strategic capabilities. For instance, time is considered as a crucial success or
failure factor and thus it is essential for firm to utilise the time appropriately in order to
fulfil the requirement of firm in market.
 Integrating resource- It helps in understanding regarding how to separate resource areas
and require to support and business strategies in regard to built competitive advantage in
market. For instance, Coca Cola uses all such resources and activities in regard to
integrate the business activities and obtain competitive edge over rivals. It also helps firm
to improve market share and quickly overcome competitors.
4.3 Usefulness of SMART targets
Through forming SMART strategy it helps in attaining desired targets within proper time
frame. Here, manager of Coca Cola needs to make strategic alliance in order to attain specific
targets so that firm can lead their employees towards achieving desired results. Hence, it also
assists in improving the sales and profitability of firm in market (Basili and et.al., 2013). Thus,
SMART objectives plays a crucial role within the strategy implementation process in Coca Cola
as it assists in achieving specific targets of firm in stipulated time frame. The smart targets for
Coca Cola includes attributes such as
 Specific: To become market leader. For instance, Coca Cola identifies the specific
objectives of firm to become number 1 in market and overcome competitors.
 Measurable: This would be measured by the means of increase in the customer base. For
instance, Coca Cola aims to measure the number of customers enhancement in the current
year from previous year. Thus, it assesses the enhancement in the brand image of firm in
market.
 Attainable: This would be attained by the means of increasing marketing of the products
so that greater awareness can be generated. For instance, the set objectives can be attained
through enhancing the marketing of products or services in regard to make the products

and service available to consumers. It can be stated that management of Coca Cola can
attain set goals to attain success.
 Relevant: To increase number of customers and enhance revenue. For instance. Coca
Cola also aims to adopt relevant methods in regard to enhance consumer base so that set
results can be attained. It helps in enhancing the number of consumers in market and thus
attain best results.
 Time frame: This is required to be attained by 2018. For instance, it is essential for the
management of Coca Cola to undertake effective time frame in which the set objectives
can be accomplished. It has been assessed that till the end of 2018 firm would be able to
attain desired goals and enhance its market share.
 Bench marking- It helps in utilising the best way through which understanding could be
developed within firm an assess its capability in terms of internal process as compared to
other firm's. It is essential for management of Coca Cola to adopt benchmarking strategy
and thus prepare appropriate policies for urban and rural areas so that business can
enhance its market share.
CONCLUSION
It can be concluded from the study that business strategy helps in carrying out the desired
objectives so that both short and long run success can be attained in an effective form. With the
help of organizational and environmental audit, Coca Cola helps in identifying the internal and
externals strengths of business so that desired objectives can be attained. Business also involves
different alternative strategies in regard to expand the operations in market. Further, business
undertakes limited growth strategy which involves less cost and minimum risk factor. With
regard to implement the new tactic it involved different resources such as human resources,
technological as well as financial resources to obtain specific targets.

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