Coca Cola Strategic Management

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INTRODUCTION The Coca-Cola Company (Coca-Cola), the worlds leading soft drink maker, operates in more than 200 countries and sells 400 brands of nonalcoholic beverages. Coca-Cola is also the most valuable brand in the world. Coca-Cola is a globally recognised successful company. The Coca-Cola story began in May of 1886 and continues for more than a century through the times of war and peace, prosperity and depression and economic boom and bust. As late as the 1990's, Coca-Cola was one of the most respected companies in the world, a master of brand —building and known as a very successful management team. Since 1998, the company has been struggling with issues identified in this analysis. Observers wonder if Coca-Cola has lost its fizz and…show more content…
North America (including The Minute Maid Company) now includes Puerto Rico, added from Latin America. Europe and Eurasia changed theirs names to Europe, Eurasia & Middle East. At the same time, Africa & Middle East, excluding the reclassified Middle East segment, Page 7 of 16 FACULTY OF MANAGEMENT & BUSINESS STUDIES Diploma in Human Resource Management Principles of Management changed their names to Africa. Figure 1.2 summarizes the organizational structure of Coca-Cola. During the first quarter of 2001, Asia Pacific was renamed Asia. In 2002, Egypt was reclassified from Europe, Eurasia & Middle East to Africa. In 2004, Coca-Cola reclassified certain departments from the North American operating segment to the corporate operating…show more content…
This added frozen citrus concentrates and other drinks, along with the brands Minute Maid and Hi-C to its growing portfolio. Strategic Issues Coca-Cola faces several significant strategic issues. I will enlarge upon this discussion in Chapter 4. Three primary strategic issues are of importance. The first is the declining sales in the carbonated soft drink sector. The second isthe current health and wellness trend sweeping across the beverage industry.The third issue is the threat of increased competition from PepsiCo. The other strategic issues the company faces include increasing conflict with the bottlers, lack of innovation and food safety and statutory regulatory compliance.

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