GRAND STRATEGY OF COCA-COLA

The Grand Strategy Matrix has become a popular tool for formulating feasible strategies,
along with the SWOT Analysis, SPACE Matrix, BCG Matrix, and IE Matrix and so on. Grand
strategy matrix is the instrument for creating alternative and different strategies for the
organization.
Grand strategies are very important to any company rather big or small. Without a grand
strategy, a company is at risk of working without a plan, goals, or direction. Grand strategies
help companies shape the course of their business and are focused on long-term goals. The
strengths, weaknesses, opportunities, and threats (SWOT) of the Coca-Cola Company, the
grand strategy selection matrix that applies to the Coca-Cola Company.
In 2014, the sales of carbonated soft drinks declined by 0.9% in 2014, 1.2% in 2015, and 0.8%
last year. Although the Coca-Cola Company has the largest market share in the non-alcoholic
beverage industry, PepsiCo can increase its revenue with the help of the company’s
convenience snacks.
Basically the 4 quadrants of strategies revolve around :
First quadrant revolves around market development, market penetration, product
development etc.
Second quadrant revolves around product development, liquidation, horizontal integration.
Third quadrant revolves around related diversification, unrelated diversification,
retrenchment.
Fourth quadrant revolves around related diversification, unrelated diversification, joint
ventures etc.

ADVANATAGES AND DISADVANTAGES OF ALTERNATIVE STRATEGIES:

It’s a surprise that something can keep its value for so long. 
This model allows better implementation of strategy because of the intensified focus and
activities.
It conveys a lot of information about corporate plans in a simplified way.

Grand Strategy Matrix may not be as simple as it seems.

It is based upon application to real life due to the unforeseen factors and also complications
in the business world.
In addition, the relationship between market share and profitability differs in different
industries.
Another issue about this model is that, the grand strategy options are mostly
concern on cash related issues but not values of the firm.