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Coca Cola - Vision, Mission, Goals & Corporate Strategy

The case in this course is an ongoing exercise, meaning that we will be taking an intensive look at one company over the course of our five modules. This session, we will be conducting a strategic analysis of The Coca-Cola Company. In order to be best prepared and perform well on the case assignments, you should complete the Background Information readings and the SLP before writing the Case.

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.

Required Reading

Hammonds, K. (2007). Michael Porter's Big ideas, Fast Company, 44, Retrieved on August 15, 2011 from:

In this assignment, you will be critically evaluating the vision, mission statement, and goals/objectives of Coca-Cola.

Keys to the Assignment

After studying the background materials and completing the SLP, you are in an excellent position to evaluate a company's published mission, vision, values, and objectives/goals. This case asks you to begin your strategic analysis of The Coca-Cola Company by evaluating the company's mission, vision, values and goals. To do this, follow the following procedure:

Step 1: Visit the official company website of The Coca-Cola Company, and identify the company vision, mission, values, and goals.

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 4-5 page response, 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:

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

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

Conclusion: Summarize in the light of your thesis statement.