Coca Cola Research Paper 2

Topics: Coca-Cola, The Coca-Cola Company, Diet Coke Pages: 5 (1175 words) Published: December 11, 2014


Traci Silva
BA 504
Dr. Gilbert
Research Paper number 2
Coca-Cola

Introduction………………………………………………………………… 1

Mission………………………………………………………………………1

Vision………………………………………………………………………..1

Objectives……………………………………………………………………2

I. Developing new potential products……………………………2
II. Bringing images of new products………………………………….3

III. Increasing market share………………………………………..…..3

IV. Price strategy……………………………………………………..….3

V. Control marketing testing……………………………………...4

Key Initives……………………………………………………………………..5

Conclusion………………………………………………………………………5

References………………………………………………………………………6

1
Coca-Cola is one of the leading manufacturers in beverage industry in the world. Coca Cola offers variety of brands such as Coca-Cola Classic, Diet Coke, Fanta, Sprite, Dasani water, etc. The Coca-Cola brand has been adopted the strategy of global brand. They are considering the world market as single market place and use consistency-marketing strategy for many years. However, now the trend is differencing marketing campaign for typical region of the world. “They had created an entity called Venturing and Emerging Brands specifically to invest in and build enterprises as opposed to just acquire them” (The Wall Street Journal, 2014). As A manger I believe strategic planning is critical to business success. Different from classic business planning, the strategic variety involves vision, mission and outside-of-the-box thinking. Strategic planning describes where you want your company to go, not necessarily how you're going to get there. However, like all other "travel plans," without knowing where you want to go, creating details on how to arrive are meaningless. Strategic planning defines the "where" that your company is heading. Coca-Cola Our Mission:

The roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. 1 To refresh the world...
2 To inspire moments of optimism and happiness...
3 To create value and make a difference (Coca-Cola Journey).

2
The Vision
The vision serves as the framework for the Roadmap and guides every aspect of Our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization (Coca-Cola Journey). Objectives:

To make solutions for above issues regarding Coca Cola, we are going to set Following objectives:
Developing new potential products
Developing new potential products: Research and development new beverage 3
packaging and product portfolio of Coca-Cola is one of the solutions for Coca- Cola to expand competition. It can help gain brand value and improve the customers’ satisfaction.  R&D products which are good for health of customers, made from healthy Materials can change the negative image of Coca with difficult people and expand market share. Improve packaging by beautiful and creative design, useful to create new feeling for customer: unique, funny, style and fresh. Bringing images of new products popular to customers in an

Effective way through marketing strategy.
Bringing images of new products popular to customers in an effective way through marketing strategy: Advertising is very important...


References: Coca-Cola Journey. (n.d.). Retrieved November 28, 2014, from Mission: http://www.coca-colacompany.com/our-company/mission-vision-values
Product, Safety, and Quality
The Wall Street Journal. (2014, October 14). Retrieved November 29, 2014, from Coca-Cola Changes its Approach: http://blogs.wsj.com/riskandcompliance/2014/10/15/how-coca-cola-changed-its-approach-to-mission-driven-companies-part-3-of-a-series/
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