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Coca Colas Business Level and Corporate Level Strategies - Essay Example

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The author of this essay "Coca Colas Business Level and Corporate Level Strategies" comments on the Coca-Cola Company that has experienced great success in its operations over the years. Reportedly, the company was established in 1986 and has its headquarters in Atlanta, Georgia. …
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Coca Colas Business Level and Corporate Level Strategies
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Download file to see previous pages Coca-Cola company’s success cannot be attributed to serendipity; rather, the effectiveness of the management of Coca-Cola has facilitated the eloquent positioning in regards to competition. In essence, the management of the company has put in place strategies, both in the corporate-level and in the business-level, in order to ensure that the company is flourishing. The separation of these two critical levels of strategies is salient to the long-term performance and organization. The objective of business-level strategy is to create a value that appeals to the customer without compromising the cost-efficiency of producing the value. In other words, a business-level strategy focuses on how the company will satisfy the needs of the target customers in the existing market through meeting their needs accordingly and thus being competitively advantaged. On the other hand, a corporate-level strategy focuses on the strategy of the organization in its entirety. Whereas the business-level strategy focuses on a single business unit, the corporate-level strategy focuses on the entire portfolio of the organization’s business. The corporate-level strategy involves deciding the products and markets that the company will venture into (Carroll and Buchholtz, 2014). In this discussion, the business-level and corporate-level strategies employed by the Coca-Cola Company will be addressed, as well as how these strategies differ from the principal Competition, PepsiCo, and in different market situations.
In the business-level, Coca-Cola has complied with Michael Porter’s three generic strategies of attaining competitive advantage. On the first note, Coca-Cola employs a differentiation strategy in its bid to separate and make itself unique from other companies in the market. It is evident in the unique design used in the packaging bottles. In fact, the shape of the bottle has a positive psychological impact on the consumption of the company’s beverages. Research shows that people feel skinnier and better when the shape of the bottle is curvy and yet slim (Jansson-Boyd, 2010). By so doing, the products of the company are consumed to a higher extent as compared to the competitors. ...Download file to see next pagesRead More
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