Strategic Management: Analyzing the Strategic Positioning of Coca-Cola

STRATEGIC MANAGEMENT

STRATEGIC MANAGEMENT 1
Contents
Introduction................................................................................................................................2
Background of the product.........................................................................................................2
Strategic Positioning Map in competitors..................................................................................3
Rationale for the choice of strategy...........................................................................................4
Literature Review.......................................................................................................................5
Strategic performance success factors.......................................................................................6
Recommendation........................................................................................................................7
References..................................................................................................................................9

STRATEGIC MANAGEMENT 2
Introduction
Strategic management is the process of analysing, monitoring, and assessment of business
environment of the organisation. The process of analysing and monitoring the environment
helps to achieve the goals and objective of the company. It is essential for the organisation to
develop the effective strategy in order to achieve the objective. There are many strategic tools
that are used to analyse the business environment in order to develop the effective strategies
for the companies (Ansoff, Kipley, Lewis, Helm-Stevens, and Ansoff, 2018). The strategic
management helps the organisation to develop a new strategy by analysing the business
environment. Strategic positioning map is the map which states the position of the company
in the industry and the market among its competitors (Wheelen, Hunger, Hoffman, and
Bamford, 2017). In this report, the discussion is made on the topic of strategic position plan
of a product to analyse its strategy to attain the success in the market. In this report, COKE
product has been taken into consideration in order to analyse the strategy of the company to
expand the business.
In the beginning of the report, the strategic position of the product will be discussed in the
competitors. After that, the discussion is made on the strategic position of the product in
order to evaluate its position in the market.
Background of the product
Coca-Cola Company is a multinational corporation company in America. It delivers the soft
drinks with the strong distribution channel to large number of consumers. The company is
best known for its flagship product and that is Coke (Coca-Cola, 2016a). Coke is a
carbonated drink manufacturing company which is produced by the Coca-Cola Company.
The name of product is given as per its main ingredients and these are Coca leaves and Kola

STRATEGIC MANAGEMENT 3
nuts (caffeine). The taste of product is preferred by the large number of people. The formula
and ingredients to develop Coca-Cola remains a trade secret for the market. The taste of
product becomes the first preference of the consumers in the market for drinks. The company
also produce other drinks under the name of Coke (Coca-Cola, 2016b).
Strategic Positioning Map in competitors
Strategic position map describe the position of the company in the market and the strategies
from which they expand its business at the international level. It helps the company to
develop a market positioning strategy for their product (Whitney,and Gale, 2015). The
strategic position map of competitors describes the position of the company in its
competitors. Coke has many competitors in the market who compete the product in terms of
taste and quality of drinks. The competitors of Coca-Cola Company produce the soft drinks
to compete the company by providing the product to large number of consumers.
The strategic positioning map of the Coke is developed with its competitors:
High Cost
Low
Quality
High Quality
Low Cost
Coke
Pepsi
Co.
Red
Bull