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Coca Cola - Vision Mission Goals

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Identify Coca-Cola's vision, mission, values, and goals. (look at the Annual Report). Determine which of the elemts consdier the goals and needs of specific stakeholder groups(examples). Consider what changes are needed to improve the vision and mission statements, statement of values, and statement of objectives/goals.

Consider this as a formal business report that is being developed for the Board of Directors and CEO as Coca-Cola's consultant.
Executive summary: a synopsis of the main points, conclusions and recommendations made in the longer report. If you have never written an executive summary before, or would like a refresher, check this website: http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc

Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.
Main Body: The "meat" of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with headings.
NOTE: You must use section headings in all papers.

Conclusion: Summarize your paper in the light of your thesis statement.

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EXECUTIVE SUMMARY

Coca Cola Company has executed the most successful beverage strategy of the past 50
years. Its strategic communications, however, fall short of the success of its underlying strategy.
Coca Cola advertises a formal mission statement that does little to communicate its strategy to its
stakeholders, and should therefore reshape a more specific formal mission statement. Its vision
statement is hidden deep within its website, and also falls short of guiding the company's future.
While the vision statement more closely aligns with the company strategy, it should also be
reshaped in order to provide a more specific tract for future growth and goals.

INTRODUCTION

Coca Cola Company is the most successful beverage enterprise in the United Statesâ?"it is
the largest (as measured by customer volume), among the oldest (125 years in business), and
most profitable (with 59 consecutive years of dividend growth), (Coca Cola, 2011). Coca Cola
operates under a winning strategyâ?" and when a strategy is working, it should be largely left
alone. All that remains is synchronizing all the elements of an organization in order to execute
such a strategy with efficiency. The most fundamental purpose of a strategy, after all, is to
"inform each of the many thousands of things that get done in an organization every day, and to
make sure that those things are all aligned in the same basic direction," (Hammonds, 2001). Coca
Cola can refine their operational execution through the use of more relevant and effective
mission and vision statements.

COCA COLA'S MISSION

The mission of Coca Cola Company is, "To refresh the world...To inspire moments of
optimism and happiness...To create value and make a difference, (Coca Cola, nd). In some
respects, this makes for an effective mission statement. For example, it is universally
understandable to stakeholders inside- and outside the organization, (Zahorsky, 2011). The
mission places a focus on customer experienceâ?"clearly defining the expectations of the product.
It also references investors, with clear focus on creating value. There is, however, some room for
improvement.

ROOM FOR IMPROVEMENT: MISSION STATEMENT

Taken out of context, Coca Cola's mission statement could apply to any company, in any
industry. There is a vague reference to "refreshment," but the focus of the first statement is on
globalization of the market, not on the product. The mission of an organization should address
the fundamental purpose for existence, (Adams, nd). Coca Cola's statement, taken as a whole,
induces distractionâ?""moments of optimism and ...

Solution Summary

Illustrates Coca Cola Corporation's corporate strategy. Focuses on the strengths and weaknesses of the vision, mission, and goals. 7 Pages, 1,400+ words, APA format with references.

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See Also This Related BrainMass Solution

Evaluating the vision, mission statement, and goals of Coca-Cola

Most companies have something that resembles a vision, mission, set of values, and or stated goals/objectives that define who the company is and how the company plans to do business. However, organizations may not always label these statements properly - calling a vision a mission, or calling their values a set of beliefs. Sometimes, they do not have a mission at all, operating instead on a set of goals.

Readings:

http://www.fastcompany.com/magazine/44/porter.html
http://managementhelp.org/freenonprofittraining/strategic-planning.htm
http://www.quickmba.com/strategy/strategic-planning/
http://www.quickmba.com/strategy/vision/
http://managementhelp.org/strategicplanning/mission-vision-values.htm
http://humanresources.about.com/cs/strategicplanning1/a/strategicplan.htm
http://www.businessweek.com/magazine/content/08_02/b4066080139784.htm?chan=search
http://www.12manage.com/methods_stakeholder_analysis.html

Critically evaluate the vision, mission statement, and goals/objectives of The Coca-Cola Company.

Step 1: Visit the official company website of The Coca-Cola Company, and identify the company's vision, mission, values, and goals. (Hint: Click on the 'About The Coca-Cola Company' link - then click on the "Our Company" link at the top of the page....on the left panel, you will find the mission, vision, and value statements). Be sure to look at the most recent Annual Report.

Step 2: Critically evaluate these elements. Use the criteria in the background materials as well as the readings for the SLP to support your assessment of the quality of the vision, mission, values and goals.

Step 3: Determine which (if any) of the elements consider the goals and needs of specific stakeholder groups. Write down any examples.

Step 4: Consider what changes are needed to improve the vision and mission statements, statement of values, and statement of objectives/goals.

Step 5: In a paper, identify the company's mission, vision, values and goals.
Keep in mind that this may not be how the company labels these elements - use your knowledge of such statements to identify them.

Critically evaluate these elements, including consideration of how these elements do or do not account for stakeholder's interests.

Suggest any changes that would strengthen these elements and bring them more into line with what the background readings suggest.

Step 6: Prepare your report with proper documentation of sources, both internal citations and a complete reference list - or footnotes - whichever you prefer.

Step 7: Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as Coca-Cola's consultant. This is a professional document. Follow the format below:

Executive summary: a synopsis of the main points, conclusions and recommendations made in the longer report. If you have never written an executive summary before, or would like a refresher, check this website: http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc

Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.

Main Body: The "meat" of the paper. Emphasize analysis, not just description. Delineate separate topics or sections with headings.

Conclusion: Summarize your paper in the light of your thesis statement.

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