Coca Cola Competitive Strategy

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Executive Summary The company which my group chose was Coca Cola which comes under the non-alcoholic beverage industry. Coca Cola is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups, which is headquartered in Atlanta, Georgia. The company operates a franchised distribution system since 1889 where the Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world. The Business strategy and core values of coca cola recognise the importance of creating shared value for its stakeholders which include the consumers, employees, suppliers and communities. They have integrated corporate social responsibility and sustainable development into the way they run their business. The sustainability programmes are long term investments which over a period of time aim to build value for the business and communities. They have identified the critical material issues which focus on consumer health and wellness, minimising the negative impact on the environment and on how to create value for the communities. In September 2015 Coca Cola was named the beverage industry leader in the Dow Jones World and Europe Sustainability Indices (DJSI) for the second successive year. The Coca Cola Company has taken new initiatives to decrease the use of water and energy in order to reduce waste. The strategy which we adopted was “Renovative” Strategies. Which means

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