Coca Cola Strategy Essay

1.0 Introduction

Numerous definitions of strategy exist, in most circumstances strategy can loosely be explained as an overall plan of deployment of resources to ascertain a favourable position within a market (Zablah, Bellenger and Johnston 2004; Grant 1994, p 14). Further, imbedded in many successful organisations are strategies, the importance of which is to remain relevant in the market, and successful in the various attributes of business; profiteering, employee motivation, maintaining sustainable core competencies, effectiveness in operation, or efficiency in the conduction of operations. Therefore challenges involved in the formulation and implementation of a strategy can revolve around the overall external market, as well as internal

The scope of this essay is to address coherently with examples a number of key areas of strategy; strategy and its importance, challenges in relation to development and implementation of strategies, and a discussion of the relevance of strategy in the modern

Coca-Cola realises that competing with other brands directly would be nearly self-destructing, so in order to compete they diversified their portfolio in different industries and developed these organisations to maximise profit, ultimately being more competitive (Vrontis and Sharp 2003). On the other hand, an instance where not-for-profits would implement different strategies to both a business and to each other would be in examples such as a cancer research institute versus a university society versus a homeless shelter. In these cases, the common ground of being not-for-profit is almost obsolete, since the function of each organisation is diverse and defined by the characteristics such as the level of professional commitment (Newman and Wallender 1978). In a cancer institute, it is likely that commitment would be at some of the highest levels, whilst in a university society the commitment levels may only be high in the executive position