Assignment santi[393]

.docx

School

Miami Dade College, Miami *

*We aren’t endorsed by this school

Course

4720

Subject

Marketing

Date

Jan 9, 2024

Type

docx

Pages

Uploaded by sanv2308

Assignment VISION STATEMENT Our Vision: Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet. As we learned, Coca-Cola is the second largest beverage manufacturer, and we identified its strengths, weaknesses, opportunities, and threats that impact the company the most. Strengths: - Dominant market share - Wide audience reaches - Customer loyalty - Brand identity - Market power with their suppliers and competitors Weakness: - Obesity awareness: people became more concerned about their health (obesity and diabetes). Coca-Cola cola being a carbonated drink manufacturer contributes to this health issue for consumers, without any solution for a healthier version yet. - Biggest competitor Pepsi, being their major food and beverage. Opportunities: - They are so powerful that they can create and diversify new trending products rapidly. - Ability to expand among other markets and foreign countries, they have the capital to invest and try new verticals in which they can create more business. Threats:

- Consumers and other entities suspected that Coca-Cola was using pesticides in their water, harming their product’s health and image. - Water scarcity. - New trends are focusing on healthier, no sugar type of products, forcing them to provide healthier versions to their consumers. WHO WE ARE : THE COCA-COLA COMPANY PURPOSE: TO REFRESH THE WORLD. MAKE A DIFFERENCE. VISION : LOVED BRANDS, DONE SUSTAINABLY, FOR A BETTER SHARED FUTURE.  Our vision is to craft the brands and choice of drinks that people love and enjoy, to refresh them in body and spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet. HOW WE DO IT: LOVED BRANDS •Passion for people and their lives •Cutting-edge excellence in ingredients, innovation, design, experiences, and marketing • Investment for leadership across categories in purposeful brands that consumers love and enjoy •We grow our business by providing people with choices, including beverages without sugar •Acting as a network •Building and nurturing powerful partnerships to bring brands to market

DONE SUSTAINABLY •Water, packaging, and climate challenges are interconnected, and so are the solutions we support •Water is essential to every person and every ecosystem, and it’s the main ingredient in our products •Enable the circular economy through increased collection, design and partnership •Science-based approach to reduce our carbon footprint •Continuously improve sustainable and ethical sourcing practices •Commitment to human rights FOR A BETTER SHARED FUTURE • Invest in employees’ personal growth and talent for today and the future •Empower people through accountability •Create access to equal opportunities and become more inclusive •Create value for customers big and small •Support our communities, especially in times of need •Deliver superior growth BEHAVIORS WE EXHIBIT WE NURTURE A CULTURE WITH A PASSION TO REFRESH THE WORLD. WE MAKE A DIFFERENCE. We act with courage and growth mindset and take an expansive approach to what’s possible to build a better future. The behaviors we strive to exhibit every day include being: CURIOUS •Exploring, understanding, connecting, imagining, wondering about how it could be better or different

•Woodruff quote: “Future belongs to the discontented” EMPOWERED •Accountability and action •Consideration and prioritization INCLUSIVE •Draw on diverse talent and experience to improve ideas •Coupling individual thought with great team interaction AGILE •Learn by doing, use version 1.0, 2.0, 3.0 •Take a more iterative, real world approach THE CONSCIENCE WE FOLLOW: DO THE RIGHT THING •Start with facts, based in science •Use our global scale for leadership, for progress and for good • If we make mistakes, act quickly to make things right The purpose of this exercise is to evaluate Coca-Cola's vision statement and to develop a new and improved statement for the company. Instructions Step 1 Find the company's vision statement. Step 2 Write a new and improved vision statement for Coca-Cola following the guidelines. presented in this chapter. Step 3 Explain in a paragraph how or why your proposed vision statement is better than the existing document.

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