FACULTY OF MANAGEMENT AND HUMAN RESOURCE DEVELOPMENT SHD 3583 BUSINESS STRATEGY TITLE: EVALUATION OF COCA-COLA VISION AND

MISSION
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Mission At Coca-Cola Company, we strive: To refresh the world in body, mind and spirit. To inspire moments of optimism through our brands and our actions. To create value and make a difference everywhere we engage.

Evaluation of the Mission Statement In our opinion, we think that the mission statement of the Coca-Cola Company is too general and broadly stated. Most practitioners and academicians of strategic management feel that an effective statement should include nine components which are customers, products or services, markets, technology, concern for survival, growth, and profitability, philosophy, self-concept, concern for public image and concern for employees. In the Coca-Cola mission statement, some of the components were not included and we think that the mission statement should be more specific by adding more statements inside. Overall, we think that current mission statement will be remain but with some addition statement. The proposal of new mission statements is as below:

a) To refresh the world in body, mind and spirit In this statement, the components such customers, products or services and markets are included. It is a good and ambitious mission statement as it is targeted to the whole world by presenting the benefit of their product which can refresh the customers in the sense of body, mind and spirit. Therefore, this statement should be remained.

b) To inspire moments of optimism and happiness through our brands and our actions In this mission statement, the components such as customers, products or services, self-concept and concern for public image are included out the nine components.

Coca-Cola strives to provide happiness to the customer through their brands and actions. This means that when people think of Coca-Cola brands, they will smile and feel the bonding between them. The actions means that the social and community responsibility that needed to be done by Coca-Cola to help the society and making the world to a better one.

By having this meaningful statement, it is good enough by remaining it because it can be a competitive advantage from the competitors.

c) To create value and make a difference everywhere we engage This statement is a bit vague and unclear by not mentioning on the direction of the value that should be created. The components included are self-concept and concern for survival, growth and profitability. Proposed mission statement: To create value to obtain growth and sustainability and make a difference everywhere we engage.

d) Share it, everyone can drink. (philosophy) In this statement, it suggests that good things shall be share among each other so that everyone can feel the happiness together.

e) Provide good training platform for employees to obtain and develop skills and knowledge which can help to achieve company goals and objectives. (concern for employees) In this statement, we suggest that Coca-Cola Company should provide a good training platform for their employees so that they can remain responsive to change and develop skills so that each of them will shine throughout the process of learning.

f) Become good corporate citizen worldwide (concern for public image) This statement will serves as a compass for Coca-Cola Company in whatever actions that they do in serving the community to make sure that the company is moving in the right path.

Vision

The vision serves as the framework for their Roadmap and guides every aspect of the business by describing what Coca Cola need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.

Evaluation of the Vision Statement Unlike the other conventional business vision and mission, Coca-Cola has a more complementary vision than the mission does. Coca cola has divided the vision into six distinguish part; they are People, Portfolio, Partners, Planet, Profit, and Productivity. Based on the vision statement, this is how we evaluate it: People are refers to the employees who are the force achieve business vision, and also their customer. Coca Cola strive to form a great workplace that aims to provide their employee the best they can. This is because they think that their employees is the significant people that makes effort in building relationship with its consumers as balance of power between companies and consumers that continuing to shift in the consumers direction. Portfolio is refers to Coca-Cola promises for their products quality. Coca-Cola continues its effort to become a leaner and more efficient company that provides more healthy options to its consumers and manufacturing whole range of beverages while provide refreshing beverages for every lifestyle and occasion. Partners are referring to the power of winning customers and suppliers network in enduring the value and achieving goals together. It helps Coca-Cola to get the best

quality supply in an affordable price from the network they build with the customer. Planet refers to building an image of environmentally friendly company and their effort in Corporate Social Responsibility. Coca-Cola plans to reduce its overall carbon footprint by 15% by 2020, and it is seeking ways to replenish the water that it uses to produce its products. Its devotion to giving back clean and drinkable water is only one of its current initiatives that are centred on becoming an environmentally friendly company. Profit is refers to maximize long-term return to provide additional value for shareholders by increases its dividend over the years to complement its rise in stock value. By gaining steady profit, the company can be independent without depending on other financial institution. Productivity is refers to Coca-Cola will become a more effective, lean and fastmoving organization. Coca-Cola's 2020 Vision aims to make the company more efficient, green and profitable with the goal of providing more value to its investors over the next decade and beyond. The vision is a long term game plan for growth. It explained how Coca Cola can create values by driving economic profit growth. Coca Colas vision is highly focusing on 2020, which they aim to double its global revenue with the current system. In another word, the Coca Cola 2020 vision is a ambitious, audacious yet achievable goal that take about a decade for Coke and its bottlers to replicate what took a century-and-a-quarter to do.

Coca-Cola should retain its vision, it is because: Coca Cola's vision statements are very complementary. Coca-Colas vision is clearly justified very details on what Coca-Cola wants to become in future at the year of 2020, they have think further into the future. From the business vision, it shows that the company doesnt plan for marathons, but its in the ultra-marathon business. Coca-Cola has covered quite well for every important element in its vision. The people come at the first place. This indicates that the company values their employees as those who produce and distribute the drinks in more than 200 countries while customer who has greater power over product decision than the company.

The Coca Cola vision has successfully tell people what the business is about in the near decade and has shown their big dream in making the world a better place by driving the economic profit growth. However, Coca-Cola isnt satisfied to just become one of the companies that give the best product for the customer. Seeing the fact that the balance of power between companies and consumers is continuing to shift in the consumers direction, Coca-Cola wants to engage closer relationship with customers, who change rapidly. Thus, to coordinate with customers rapid change in their consuming behaviour, the vision will require consistent updates.