Coca-Cola's Business Overview

1291 Words Jan 8th, 2018 5 Pages
It is important to keep in mind, however, that if these statements are vague, meaningless, or filled with empty jargon, they will mean nothing to the audience. The audience is broad all stakeholders are involved and the statements may be broad as well, but the statements need to convey something specific about the company, what it does, how it does it, and where people should see the company in the future (Heathfield, 2012). In this paper, Coca-Cola's mission, vision and value statements will be analyzed against the best practices for these types of statements, in order to set the stage for an analysis of Coca-Cola's strategic framework.

Mission Statement
Coca-Cola's strategic framework is based around what the company terms its "2020 Vision", a play on words that implies the company's mission and vision are both forward-thinking and clear. The mission statement is actually three mission statements: "To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference" (Coca-Cola Company, 2012). A mission statement should describe the overall purpose of the organization. It should convey the company's products, services, markets and may include elements of the company's strategy. The wording should also separate the organization from other organizations (McNamara, n.d.).

Based on the criteria above,…
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