CocaColaProject.Naama.doc - See discussions stats and author profiles for this publication at https\/www.researchgate.net\/publication\/334746764 Coca Cola

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See discussions, stats, and author profiles for this publication at: Coca Cola Strategy Project Thesis · February 2019 DOI: 10.13140/RG.2.2.14307.50727 CITATIONS READS 0 13,591 1 author: Naama Al Tunaiji Johnson & Johnson 4 PUBLICATIONS 0 CITATIONS SEE PROFILE Some of the authors of this publication are also working on these related projects: Water Quality Analysis In Dubai Creek, UAE: With The Focus On Heavy Metals And Nutrients View project Coca Cola Company Strategy Project View project
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All content following this page was uploaded by Naama Al Tunaiji on 29 July 2019. The user has requested enhancement of the downloaded file.
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P a g e | 1 Final project: Coca Cola Company Master of Business Administration (MBA) Managing Strategy Spring 2018-2019 Done by: Naama Alteneiji (U17*****5) Saja AlNoman (U17*****5) Instructor: Syed Awais Ahmed Table of Contents 1. Introduction .......................................................................................................................... 4 2. Coca cola Vision & Mission ................................................................................................. 5 2.1 Coca Cola Company’s Vision ........................................................................................... 5 2.2. Coca Cola Company’s Mission: ...................................................................................... 7 3. Five forces analysis ............................................................................................................... 8 4. Resources and capabilities ................................................................................................. 10 4.1. Tangible resources: ........................................................................................................ 10 4.2. Intangible resources: ...................................................................................................... 10
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P a g e | 2 5. SWOT analysis ................................................................................................................... 15 5.1. Strengths ........................................................................................................................ 15 5.2. Weaknesses .................................................................................................................... 16 5.3. Opportunities ................................................................................................................. 16 5.4. Threats ........................................................................................................................... 16 6. Business strategy ................................................................................................................ 17 6.1. Broad differentiation ..................................................................................................... 17 7. Corporate strategy ............................................................................................................. 18 7.1. Coca Cola and Nestle .................................................................................................... 18 7.2. Coca cola and Costa ...................................................................................................... 18 8. Value chain .......................................................................................................................... 18 8.1. Primary activities: .......................................................................................................... 19 8.2. Support activities: .......................................................................................................... 21 9. CSR strategy ....................................................................................................................... 23 9.1. Actions to protect and sustain the environment ............................................................ 23 9.2. Actions to participate in the community service ........................................................... 24 9.3. Actions to enhance employee well-being ...................................................................... 24 10. Reading 1: Which strategy when .................................................................................... 24 11. Reading 2: Fundamental dimensions of strategy .......................................................... 28 12. Reading 3: Strategy diamond .......................................................................................... 29
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P a g e | 3 13. Reading 4: Stress test your strategy ............................................................................... 37 14. Reading 5: The Different Approaches Firms Use to Set Strategy ............................... 40 15. Reading 6: Secrets to successful strategy execution (Information, decision rights, motivators, and structure) ..................................................................................................... 43 16. Conclusion ......................................................................................................................... 43 17. References ......................................................................................................................... 45 1. Introduction The Coca Cola history started in the year 1886 when a pharmacist called Dr. John Pemberton created a soft drink that was sold at his neighborhood pharmacy. Prior to Dr. John Pemberton’s death in 1888, he sold portions of his business to several parties but the majority was sold to Atlanta businessman Asa Candler. At first the Coca Cola soft drink was sold per glass but then a businessman called Joseph Biedenharn started putting the Coca Cola soft drink in bottles. In addition, in the year of 1899 three entrepreneurs purchased the bottling rights for the Coca Cola drink from Asa Candler for a one-dollar only. Benjamin Thomas, John Lupton, and Joseph Whitehead developed the Coca Cola bottling system. Moreover, one of the first marketing efforts of Coca Cola was issuing coupons, and then the company used newspaper advertising. Coca Cola created a famous advertising slogan that is still used in the company’s advertisements which is ‘’the pause that refreshes”; the slogan first appeared in the year of 1929 (Coca Cola Company, About Us: Coca-Cola History, 2019). In addition, when the Coca Cola Company started, it was selling soft drinks only but later the company
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