Strategic Analysis Of Coca Cola Company

2184 Words Dec 1st, 2016 9 Pages
This paper is a strategic analysis of The Coca-Cola Company (Coca-Cola), who along with its global partner operations is widely considered as a leader in the non-alcoholic beverage industry. Coca-Cola is the world’s leading soft drink maker and operates in more than 200 countries and owns or licenses more than 500 brands of soft drink beverages globally. The company is facing many challenges in today’s market because of forces such as the availability of natural resources, socio-economic trends and increased globalization. Multiple analyses of the soft drink industry and the Coca-Cola Company have been performed to understand the company’s internal capabilities as well as the impact of a change in market strategy.
The conclusion of this case study emphasizes that the company lacks product balance when it comes to healthy options, and needs to reduce its dependence on sugar used in the production of its carbonated and non-carbonated beverages as well as diversify its product portfolio into the sugar free carbonated and noncarbonated sector in order to stay atop of the global market and remain competitive.
The Coca-Cola Company can accomplish this by acting on a long term strategic plan (5 years) to phase out the use of refined sugar in its manufacturing processes and replacing it with Stevia extract as a sweetener. Supporting data for this strategic action recommendation is contained within this paper.

Company History
Coca-Cola Company was established in Atlanta, Georgia,…
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