Strategic Management: Analysis of Coca-Cola's International Strategy and IMI's Business Strategy

Strategic Management
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INTRODUCTION...........................................................................................................................3
Assessment Task: One.....................................................................................................................3
Assessment task two: CASE STUDY..............................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Strategic management is a process of defining goals, setting process and objectives in order
to enhance organisation competitiveness in industry. Strategic management often include internal
organisation analysis, strategy evaluation and strategy execution (Abutabenjeh, 2021). It is an
important as it offer direction to an organisation in order to develop plans as well as policies to
design organisational objectives and then allocate resources to implement the plan. Main aim
behind this is to gain competitive advantage in industry. With the help of taking advantage of
strategic management organisation can develop future oriented goals which have greater impact
upon long term prosperity of company. With the help of managing business activities and
operations organisation can offer support to management and employees to accomplish
organisational goals. It is a basis for management control as well as evaluation which ensure top
executives to have unified opinion on strategic actions and issues.
Present report is divided into assessment task in which first assessment is an essay of
organisation long term international strategic objective and stages, internal and external
operating environment of company and review of implementation of organisation international
operating strategy. While second assessment of this report is a case study evaluation which
include the purpose of business strategy and implementation of niche market strategy with
certain recommendation.
Assessment Task: One
Company’s long term international strategic objectives and strategies
Coca-Cola is a world's leading provider of branded beverage solution and engage in the
function of offering production services to consumers with the highest quality products and
processes. Coca-Cola pursues an international strategy in which they are open for differences in
packaging and distribution. Along with this, Coca-Cola international strategy is localised by
specific geographic market plan as per the local laws, local needs and more. Furthermore, it has
been identified that long-term international strategic strategy of Coca Cola is one brand strategy
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in which company uses universal story telling as well as every day movements in order to make
connection with consumers around the globe (Agha and Dixon, 2021). Along with this, under
one band strategy of Coca Cola is committed to choose in which they allow customers to choose
which ever Coca Cola suits their diet, lifestyle and taste.
Analyse its internal and external operating environment
External analysis
Pestel analysis is a framework to evaluate key factors which include political, economic,
sociological, technological, legal and environmental influence a company faces from external
business environment. It is a strategic tool through which organisation can anticipate future
business threats and can further undertake significant actions to minimise or avoid their impact
upon organisation profitability and growth. Mentioned below external environment analysis of
Coca Cola is done.
PESTLE Analysis:
Political Factor:
Coca-Cola is operating its business services in beverage industrial sector which comes
under the direct regulation of FDA. It indicates that respective company have direct impact by
the regulation and laws on the food products which may vary from one country to another
(Almeida Costa and Zemsky, 2021). It has been evaluated that there are number of changes in
laws and legislation in context of internal marketing, accounting, tax, changes in labour laws
which can affect Coca Cola in a number of ways. For this it is essential for organisation to
adhere all the local and international health and quality standards of a country in order to operate
business services in effective manner.
Economical Factor:
Coca-Cola offers its products and services around 200 of countries. All these countries
have different tastes, customs, culture and desires. This makes Coca-Cola to update and change
the manner in which they handle their product by creating new flavours in order to satisfy
consumers. Along with this it has been identified that due to the outbreak of covid-19 economics
around the world are impacted and demand of consumers have duly shifted from sugary drinks to
low calorie drinks or healthy beverage options (Azimovna, 2021). However, it has been
underlined that respective organisation dominate the market with 50% market share in
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