Strategic plan for coca-cola

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//An organization success is measured by the ways in which it establishes its image in the mind of customers. In the further discussion the mission, vision, and the value statement of Coca-cola is analyzed. Apart from this, the discussion also throws light on the environmental factors that are directly related to the company's growth and profitability. In this respect SWOT and PESTLE analysis of the company is also discussed in the further discussion.//
Executive Summary

In the world of tough competition, every organization strives to achieve a higher degree of success and brand image to maintain its position in the marketplace. To achieve a significant level of competitive advantage, it is highly essential to develop core competencies that are not easy to be replaced by other organizations. The report focuses on the strategic plan of Coca-Cola. Coca-Cola is the world's largest beverage organization that has been liked by most of the population. The company has grown drastically over the past years by expanding itself internationally, developing innovative packaging, introducing new brands, extensive recognition and a widely distributed network. The company's prime aim is to create value for its customers with enhanced profits and productivity.
The company in order to maintain its competitive advantage always tries to maintain a balance between its internal, as well as, external environment. With the extensive use of SWOT analysis, a company can prepare contingency plans for the uncertain situations. In this regard, SWOT analysis and PESTLE analysis are conducted for the company to identify its strengths and weaknesses and its efficiency to deal with opportunities and threats. With the help of these analyses, it is also found that company's biggest strength is in its market share and brand image that helps in retaining its customers. Along with this, it also helps in increasing the customer loyalty that basically provides the company with increased goodwill and social image. The PESTLE analysis also conducted provides a good knowledge of the ways the company complies with various external aspects. With the help of these analyses, the company's market position is analyzed that has also provided some measures by which the company can look after its loopholes and work on it to plan for sustainable development approach. The report also discusses various strategies adopted by the organizations like grand and generic strategies. Along with this, recommendations for the Coca-Cola are also discussed in terms of strategies it should adopt to create more brand awareness and to have increased profitability. Further, the implementation of contingency plans regarding the risks associated with Coca-Cola is also discussed.
Company Background

Coca-Cola is a US-based beverage company headquartered in Atlanta, Georgia. The company sells approximately 1.3 billion beverages per day. Its brand symbol is a white and red trademark. The company exports approximately 70% of its product to Europe, Eurasia and the Middle East and was founded by Dr. John Styth Pemberton in 1886. Asa Griggs Candler bought the formula in 1889, and the company was incorporated in 1892. The company is listed on the New York Stock Exchange, and the Chairman of the company is Muhtar Kent. The company included various other brands, like Fanta, Sprite, Minute Maid, Glaceau Smartwater and many others (Staff, 2015).
Mission

The mission of the company is to refresh the world, mind and the body along with spreading happiness through their brand and to inspire optimism among people. Along with them, the company aspires to create value for its product and to make its product stand out of the market (Staff, 2015).
Vision

Vision is the farsightedness of the company, which the company aspires to create in the future. For the accomplishment of its vision, the company has set certain objectives and included it in its 6 P. They are people, portfolio, partner, planet, profit and productivity.
People: Vision for its people is to provide a greater place for its employees by inspiring each other.
Portfolio: Company offers a portfolio of drinks to its customers and it inspires to satisfy the desire of every individual by doing so (Staff, 2015).
Partner: It aspires to build an environment of trust and loyalty so that good relation can be maintained which will help the business in the long run.
Planet: It aims to build a sustainable environment by being a committed citizen in the global world.
Profit & Productivity: Its aim is to provide a profitable share to its shareholders and aspires to be a productive one.
Values
The company follows six core values to shape and support its work. They are authenticity, excellence, learning, caring, performance and winning customers' heart.

Environmental Scanning of Coca-cola
The internal analysis of Coca-Cola helps in identifying the existing strengths and weakness of the company so that they can be improved, as well as, utilized with uncertain opportunities and threats.
The SWOT analysis
Strengths

The inter-branding in Coca-Cola has made it the best brand on a global basis and has also provided it with increased value. It is also a very popular brand that is not compared easily and is preferred on a very large scale (Frampton, 2012).
Coca-Cola has the world's largest market share along with great financial stability.
Customer loyalty has also provided the company the biggest strength that helps it in penetrating the market in a more intense manner.
The introduction of a new concept called Corporate Social Responsibility (CSR) by the company has boosted its image in social context. CSR practices include recycling, packaging, energy conservation, active healthy living, and water stewardship.
Apart from this, the distribution channels and extensive marketing and advertising policies have provided the company with greater brand image and thus, help the company in retaining its customers (Jurevicius, 2013).

Weakness

The company in-spite of having a good image for drinks like Sprite and Coke has certain drinks that are not addressed to the public. The basic reason of this is the lack of advertising in certain drinks like C2 drink (Defranco, 2015).
A major issue of health is also encountered by the company. The company is found using harmful ingredients in its drinks and is also blamed for using higher water consumption in the water scarce regions. Slowly and gradually people are becoming more conscious about their health and weight due to which the company has suffered from reduced customer loyalty and ...