Written Assignment .docx - Written Assignment Cocau2019s...

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Written Assignment - Coca’s Cola Vision It is not unheard of that the COVID-19 crisis has affected the markets on a global scale: bankrupted organizations, closure of stores and restaurants, travel restrictions, cultural sites... The multinational Coca Cola has also been affected. The second quarter of 2020 has been called the most difficult and complex in the company's history (J. Quincey, CEO Coca Cola). However, their efforts paid off, as MNC was able to pull through, especially with a "combination of focus and flexibility." Indeed, MNC made strategic decisions that paid off. Coca Cola's goal was clear: to recover from the bad times, meet its financial goals again and return to a position of strength. The company was able to turn the negative into a positive because, according to Quincey, "The crisis is serving as a catalyst to accelerate the strategic transformation of the Beverages for Life business. First, they opted for product diversification, which means offering more products to consumers, responding to different consumer needs "prioritizing fewer but bigger and stronger brands." Secondly, Coca Cola decided to be more selective and to "support and develop smaller, more sustainable propositions and abandon unnecessary brands" and to take

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