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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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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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 ...
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