ASSIGNMENT –I

Subject- Strategic management

Topic:- Analysis of Mission & Vision of a successful company.
Company:-Coca- Cola

Submitted By,
Shivali Kamal
Sem-III
M.B.A+PGPM
Rbs, Hyderabad
Date:-02-03-2010
The Coca-Cola Company is the world’s largest beverage company, refreshing
consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized
as the world’s most valuable brand, the Company’s portfolio includes 12 other billion
dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater,
POWERADE, Minute Maid and Georgia™ Coee. Globally, we are the No. 1 provider of
sparkling beverages, juices and juice drinks and ready-to-drink teas and coees. Through
the world’s largest beverage distribution system, consumers in more than 200 countries
enjoy the Company’s beverages at a rate of nearly 1.6 billion servings a day. With an
enduring commitment to building sustainable communities, our Company is focused on
initiatives that protect the environment, conserve resources and enhance the economic
development of the communities where we operate.

Mission, Vision & Values :- (Targeted for 2020)

The world is changing all around us. To continue to thrive as a business over the next
ten years and beyond, we must look ahead, understand the trends and forces that will
shape our business in the future and move swiftly to prepare for what's to come. We
must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a
long-term destination for our business and provides us with a "Roadmap" for winning
together with our bottling partners.

Our Mission:-
Our 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.
 To refresh the world... ...in body, mind, and spirit.
 To inspire moments of optimism and happiness... everywhere we engage.
 To create value and make a difference…Be real & commitment in heart & mind

Our Vision:-
Our vision serves as the framework for our 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.
Our Winning Culture:-
Our Winning Culture defines the attitudes and behaviors that will be required of us to
make our 2020 Vision a reality:-

(a)Live Our Values

Our values serve as a compass for our actions and describe how we behave in the
world.
 Leadership: The courage to shape a better future
 Collaboration: Leverage collective genius
 Integrity: Be real
 Accountability: If it is to be, it's up to me
 Passion: Committed in heart and mind
 Diversity: As inclusive as our brands
 Quality: What we do, we do well

(b)Focus on the Market

 Focus on needs of our consumers, customers and franchise partners
 Get out into the market and listen, observe and learn
 Possess a world view
 Focus on execution in the marketplace every day
 Be insatiably curious

(c)Work Smart
 Act with urgency
 Remain responsive to change
 Have the courage to change course when needed
 Remain constructively discontent
 Work efficiently

(d)Act like Owners

 Be accountable for our actions and inactions
 Steward system assets and focus on building value
 Reward our people for taking risks and finding better ways to solve problems
 Learn from our outcomes -- what worked and what didn’t
 Be the Brand
 Inspire creativity, passion, optimism and fun.
Analysis of mission ,vision & culture as value system :-
Mission Statements and Vision Statements are created to clearly convey the direction of
the company. Used properly, these are powerful tools. They provide employees with a
company direction. They provide the answer to which activities to pursue and which not
to pursue. The prime audience for the statement is the employees of the company. A
vision should stretch the organization's capabilities and image of itself. Values are
fundamental beliefs that are inculcated and practiced in the organization. In fact, the
organization culture is often dependent on its value systems.

So, we will try to understand the journey of Coca-Cola from a normal

refreshment drink (in 1889) to an international brand by analyzing its way of making it
happen.

Coca –cola made its debut in Atlanta, at the Jacobs’ pharmacy soda fountain
where it sold for 5 cents per glass. Asa G. Candler, a natural born salesman,
transformed Coca-Cola from an invention into a business. He knew there were thirsty
people out there, and Candler found brilliant and innovative ways to introduce them to
this exciting new refreshment. Imitation may be the sincerest form of flattery, but The
Coca-Cola Company was none too pleased about the proliferation of copycat beverages
taking advantage of its success. This was a great product, and a great brand. Both
needed to be protected. Advertising focused on the authenticity of Coca-Cola, urging
consumers to "Demand the genuine" and "Accept no substitute."

In 1923, four years after Woodruff’s father Ernest purchased the

Company from Asa Candler& he became the Company president. He was a marketing
genius who saw opportunities for expansion everywhere. He led the expansion of Coca-
Cola overseas and in 1928 introduced Coca-Cola to the Olympic Games for the first time
when Coca-Cola traveled with the U.S. team to the 1928 Amsterdam Olympics.

Woodruff’s vision that Coca-Cola be placed within "arm's reach of

desire". Advertising for Coca-Cola, always an important and exciting part of its business,
really came into its own in the 1970s, and reflected a brand connected with fun, friends
and good times. In 1978, The Coca-Cola Company was selected as the only Company
allowed selling packaged cold drinks in the People's Republic of China. In 1981, Roberto
C. Goizueta became chairman of The Board of Directors and CEO of The Coca-Cola
Company. Among his bold moves was organizing the numerous U.S. bottling operations
into a new public company, Coca-Cola Enterprises Inc. He also led the introduction of
diet Coke®, the very first extension of the Coca-Cola trademark; within two years, it had
become the top low-calorie drink in the world, second in success only to Coca-Cola.

The 1990s were a time of continued growth for The Coca-Cola

Company. The Company's long association with sports was strengthened during this
decade, with ongoing support of the Olympic Games, FIFA World Cup™ football
(soccer), Rugby World Cup and the National Basketball Association.

Coca-Cola is committed to local markets, paying attention to

what people from different cultures and backgrounds like to drink, and where and how
they want to drink it. With its bottling partners, the Company reaches out to the local
communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it
touches. Coca-Cola has grown to the world’s most ubiquitous brand, with more than 1.4
billion beverage servings sold each day. When people choose to reach for one of The
Coca-Cola Company brands, the Company wants that choice to be exciting and
satisfying, every single time.

In Coke’s earlier years, the soft drink contained large amounts of

cocaine and caffeine. The government began to notice this and Coca Cola was forced to
change their recipe. The cocaine made the drink very addictive which was part of the
reason the drink was such a big hit. The company started advertising the soft drink in
ads, in national magazines, national radio, television broadcasts, celebrity
endorsements, and coupons for free samples of soda. The free sample of soda was very
sneaky because once you have that sip of the soda you become hitched to it because of
the addictive substance found in the ingredients. All together the final outcome of Coca
Cola is that it has now spread all across the globe and is very popular and only took
around 80-110 years to make it available in every country.

So, The company focuses on its 6 P’s as vision. Other than profit,
partners (including customers) & productivity, it emphasizes on people, planet &
portfolio. Portfolio anticipates and satisfies people's desires and needs & helps to retain
customers for a longer period by providing them maximum satisfaction.In the same way ,
they fins themselves responsible enough to take initiatives for the development of
society. They want to keep more focus on their quality of the product & the people. So,
they say that “Quality is our highest business objective”.

Their Commitment to Sustainability – Based on the data collected for 2007/08

 Respecting People – They offered more than 1,600 training classes to Company
associates in order to make them more efficient.
 Protecting the environment- They achieved a 2% improvement in water use
efficiency in 2007 compared to 2006.This is being improved with the help of their
R&D to protect the nature for long.
 Supporting Communities – In 2007, The Coca-Cola Company and The Coca-
Cola Foundation made charitable contributions of $99 million to community
 initiatives worldwide. They are continuously supporting community because they
want to give something back to community.

 Offering Safe, Quality Products –They have launched more than 150 low and no-
calorie products in 2008, as well as more than 200 juice and juice drink products.
They are trying to diversify their products in such a manner so that everybody
can get one according to his needs & choice. More costumer satisfaction is the
ultimate result of this.

 Social obligations:-They are doing social services in order to improve the

communities worldwide. The Coca-Cola Foundation funds for a number of
society improvement programs.

This Company is built around two core assets, its brands and
its people. That's what makes working people so special. They believe that work is more
than a place where one goes every day. It should be a place of exploration, creativity,
professional growth and interpersonal relationships. It's about being inspired and
motivated to achieve extraordinary things. So, they want people to take pride in their
work and in building brands others love. After all, it's the combined talents, skills,
knowledge, experience and passion of all people that make the ultimate brand popular in
such a big way.

Their 92,400(approx) associates around the world live and work in the
markets they serve -- more than 86 percent of them outside the U.S. In this
geographically diverse environment, they learn from each market and share those
learnings quickly.

As a result, the Company culture is ever more collaborative. From

beverage concept and development to merchandising, our associates are sharing ideas
across departments and markets in new ways. Consequently, our associates are
increasingly enthusiastic about their work and inspired to turn plans into action.

As a result, it has got a huge market & potential for its product .The Coca-
Cola Company offers nearly 400 brands in over 200 countries .All the above stated
efforts by company & its associates make it a successful brand.