Corporate Level Strategy Coke Cola Case
Corporate level strategy Coca-Cola Company is now the largest soft drink company in the world. Moreover, the company has become the largest manufacturer, distributor, and marketer of non-alcoholic beverage concentrates and syrups which operate in more than 200 countries. After years of globalization and brand building, Coca-Cola proudly pronounces its Mission Statement “At The Coca Cola Company we strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference” (thecoca-colacompany.com). And its goals: “The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands,
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The mineral water brands include: Kildeveld and Kurvand in Denmark and the soft drink brand Hyvaa Paivaa in Finland. The sale will net Carlsberg US$225m. The two companies have entered into a license agreement regarding Ramlosa in Denmark and energy drink brand Battery in Finland (Thecoca-colacompany.com). Furthermore, The Coca-Cola Company’s proposed acquisition of the largest Chinese juice maker Hui Yuan, which is likely to complete in the first half of 2009, will give it an even sharper competitive edge for future growth of juice market. The Coca-Cola Company believes that it is important to give something back to the communities in which it does business. This philosophy has become the key part of the corporate culture. Coca-Cola has a strong commitment to the wider community through every aspect of the way the company operates. For instance, Coca-Cola sponsors sporting activities such as the Olympic Games, football’s World Cup. Moreover, on September 11, 2001, thousands of Coca-Cola bottling partners used their trucks and distribution centers to deliver whatever was needed to help people in New York City and Washington, D.C., after terrorists attacked the World Trade Center and the Pentagon. Another example is that in 2001, The Coca-Cola Company develops reading programs in local communities as a marketing partner with Warner Brothers Pictures. The programs build on interest in reading inspired by Harry Potter books and movies.