Strategic Management for Coca-Cola's Diet Coke

RUNNING HEAD: Strategic management theory and practice 0
Coca-cola
Strategic management theory and practice

Strategic management theory and practice 1
Contents
Introduction...........................................................................................................................................2
Selection of product...............................................................................................................................2
Strategic position plan...........................................................................................................................3
Brand identity....................................................................................................................................3
Product design and quality.................................................................................................................4
Advertisements..................................................................................................................................5
Specific strategy....................................................................................................................................6
Conclusion.............................................................................................................................................7
References.............................................................................................................................................8

Strategic management theory and practice 2
Introduction
The strategic management is the constant planning, monitoring, analysis and assessment of
the factors required for the company to meet aims and objectives. It is helpful to the company
in assessing its present situation. It has a role in providing overall direction to the company.
The strategic management comprises feedback to monitor execution and update next round of
planning. It is basically the management of the resources to accomplish goals and objectives.
The strategic planning position comprises how the company masses up compared to the
competitors and identifying opportunities and threats faced by the organization. These are the
bundle of decisions which are undertaken in deciding the output of the company’s
performance. It is all about planning for the probable and unfeasible possibilities. This report
comprises the strategic planning position of the Coca-Cola for Diet Coke. The company is
required to position its product in order to stay on the top in the market. It helps the company
in identifying where it stays in the market. The brand identity, advertisement, product design,
and quality are all factors which have a role in strategic positioning plan of the product of
Coca-Cola. A specific strategy is used by Coca-Cola to sell Diet Coke.
Selection of product
Diet coke is chosen to create a strategic position plan. Diet coke is sugar-free and no-calorie
soft drink. It comprises artificial sweetness. The diet coke is chosen to set up a position plan.
Diet Coke is a product of the Coca-Cola. The Coca-Cola deals in beverages and syrups. Diet
Coke has become the largest selling low-calorie drink in the USA. It is also available in
caffeine variety to meet the growing demand and great taste of Diet Coke without caffeine.
The display information on the 100ml Diet Coke comprises .4kcal energy, 1.6kJ energy, 0g
fat, 0g saturates, 0g protein, 0g carbohydrates, 0g sugar, and 0g salt. The diet cokes are quite
popular all over world especial among the people who like to reduce their sugar and calories
intake (Steenkamp, 2017). Instead of the sugar, the drink is sweetened with the artificial
sweeteners such as aspartame, saccharin, cyclamate, and sucralose. This product is quite
helpful for people trying to control their weight. It is basically a combination of carbonated
water, natural sweetener, flavors, colors, and food additives. It has no calories and assumed
as healthy drink. This drink is not as harmful as other soft drinks are (Shao and Bao, 2015).