The paper analyses decision making process in Coca-Cola Company and how it puts down various strategies and implements them to enable it operates effectively in its competing. It analyses aims and objectives of the company, components of strategic planning that helps in planning process. …
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The study analysed strategic position of the company and discussed several challenges facing Coca-Cola Company. A range of alternative strategic options which meets strategic aims and objectives are also discussed in this paper. Coca-Cola Company is one of the largest producers of non-alcoholic beverages company in the world. It specializes in manufacturing different varieties of soft drinks used all over the world. It started its operations in Georgia, United States of America in 1886 and has grown into a multinational corporation with more than 200 countries in which it operates in. Opening up and operation of this several branches has enabled it satisfy their customers and globalize its market. It is a public company owned by several shareholders and is rated as one of the best company in stock exchange market. The company is majorly designed to produce several concentrates, syrup and beverage bases from its main branch. The manufactured concentrates are then distributed all over the world to more than three hundred bottling partners. The bottling partners are responsible for producing a wide range of Coca-Cola products and distributing them to the final consumers. The main Coca-Cola Company therefore remains to enjoy the name of the brand and it is liable to any problem arising from use of its products. It remains to be the largest and leading manufacturer, marketer and distributor of non-alcoholic beverages up-to-date. ...
The bottling partners are responsible for producing a wide range of Coca-Cola products and distributing them to the final consumers. The main Coca-Cola Company therefore remains to enjoy the name of the brand and it is liable to any problem arising from use of its products. It remains to be the largest and leading manufacturer, marketer and distributor of non-alcoholic beverages up-to-date. Coca-Cola Company has managed to employ over thirty thousand people around the world and greatly involves itself in corporate social responsibilities. They now boast to be the world best soft drink providers since their drink brands have become the world favourite soft drink. Its potential competitors include: Pepsi Company having twenty one percent of the global market, Cadbury Schweppes Company with eight percent while coca cola itself dominates with forty seven percent of the world soft drink market. The rest of percentage is shared among other small soft drink companies which are not a major threat to the company. They include; Cott and AmBev in Latin America. The company has indicated that for it to remain a global soft drink provider it needs to stay local and satisfy tastes and preferences of its customers. 3.0 Strategic aims Every organization has aims that it intends to see through during its operation. Coca cola company has several aims for conducting its business and this includes; inspiring moments of optimism through their brands and their various planned actions, creating value for their customers in different parts of the world by offering quality standardized products, making a difference from all refreshment brands offered and corporate social responsibilities that they get
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