Overview
Coca-Cola’s mission statement is available on the corporate website at http://www.coca-colacompany.com/our-company/mission-vision-values. The purpose of this exercise is to evaluate Coca-Cola’s mission statement and to develop a new and improved statement for the company.
Challenge
- Review Coca-Cola’s mission statement.
- Develop an improved mission statement by completing Learning Exercise 2B in your text.
- address steps 1-3
Purpose
The primary purpose of this exercise is to show students how to obtain vital information for doing case analysis or preparing a strategic plan for any publicly held firm. The secondary purpose is to familiarize you with (1) strategy terms introduced in this chapter and (2) key sources of information for doing strategic planning. Generally, in a strategic-management course, teams of students prepare a strategic plan (case anal-ysis) for some assigned company, so this exercise can assist in learning how to get started in such a project. Instructions Step 1
Read the Coca-Cola Cohesion Case and list what you consider to be the firm’s strengths, weaknesses, opportunities, and threats. Then, go to the corporate website at www.coca-colacompany.com, scroll down to the bottom of the website, and click on Investors. Click Annual Reports and then click 2017 Annual Report or Form 10K. Download this pdf file to your desktop; peruse the information and add to your list of Coca-Cola’s strengths, weak-nesses, opportunities, and threats.
Step 2 Step 3
Go to your college library website and download to your desktop Standard & Poor’s Industry Surveys PDF file for the beverage industry. Use this information to add to your list of Coca-Cola’s strengths, weaknesses, opportunities, and threats.
Go to the www.finance.yahoo.com website. Enter the stock symbol KO. Note the wealth of information on Coca-Cola that may be obtained by clicking any item along the row below the company name. Use this data to refine your lists of key external and internal factors. Each factor listed for this exercise should include a percentage, number, dollar, or ratio to reveal some quantified fact or trend. These factors provide the underlying basis for a strategic plan because a firm strives to take advantage of strengths, improve weaknesses, avoid threats, and capitalize on opportunities. Avoid vagueness in strategic planning
