John R. Stewart

Katie Klingele

Heather Hignojos

COCA-COLA’S MISSION

Mission/Vision Focuses on 2020 Vision Gives a roadmap for the company’s future

Company Goals Millennium Development Goals (8 goals) Goals make a blueprint agreed on by world

industry leaders Policies/Values

Give direction for ethics and behavior

EXTERNAL ANALYSIS

Five Forces Rivalries Entrants Bargaining Power of Buyers Bargaining Power of Suppliers Substitutes

BRAND COMPETITION

•Coca-Cola continues to dominate it’s market share•Pepsi Co. has been gaining more share in the past 5 years•Other brands are becoming smaller in smaller in their market due to Pepsi and Coke’s growth

ECONOMY

Opportunities Number one beverage company in the world

Threats Recession (America and Worldwide)

DEMOGRAPHICS

Opportunities Creating new jobs

Threats Rising costs worldwide

SOCIOCULTURE

Opportunities Conscious of each culture around the world

Threats Word of Mouth

POLITICAL - LEGAL

Opportunities So well known its hard for people to dislike them

Threats Pesticides in India Murders in Colombia Unhealthy Ingredients

TECHNOLOGY

Opportunities Software that pinpoints bottlenecking in the

bottling/ distributing process

Threats News travels too quickly

INTERNAL ANALYSIS

Strategic Management Corporate Structure Corporate Culture Production-Operations Marketing Research and Development Human Resource Management Information Systems

FINANCIAL ANALYSIS

Financial Ratios Liquidity

Leverage

Activity

Profitability

Financial Standing Fair

STRATEGIC ISSUE

Coca-Cola product line too narrow

Alternative 1: Go into snack food industry

Alternative 2: Go into the restaurant industry

Recommendation: Introduce a snack food line