COCA COLA

Evaluation of the Company's Strategy



Executive Summary

In this paper, we have presented a discussion on the strategic position of the Coca Cola Company in the market of the United Kingdom. We have also looked on the relative strategic position of the company in the world market as well. We have done a critical evaluation of the organisation's strategic position and the analysis of the organisation's strategic direction in terms of BCG Matrix. Later, we have evaluated the company's position in terms of SAFS Framework which is the suitability, acceptability, feasibility and sustainability of the company. Afterwards, we have presented with the conclusions and recommendation for the company to focus on its strategies in the future.

Table of Contents

Executive Summary2

Introduction4

Critical Evaluation of the Organisation's Strategic Position4

Analysis of the organisation's Strategic Direction5

BCG Matrix6

SAFS (Suitability, Acceptability, Feasibility and Sustainability) Framework7

Suitability7

Acceptability8

Feasibility8

Sustainability9

Conclusions and Recommendation9

References11

Evaluation of the Company's Strategy

Introduction

In this paper, we will have a discussion on the strategic position of coca cola in the market of United Kingdom. We have to evaluate the existing strategy of the business and have to make the recommendations to the company's Board of Directors as to the future development of the business' strategy. Coca-Cola is a non-alcoholic soft drink and is one of the top brands of the world. As for now, this beverage is sold in more than two hundred countries.

Today's portfolio of The Coca-Cola Company includes more than 230 brands of non-alcoholic beverages such as Fanta, Sprite, juice (e.g. Cappy), water, soft energy drinks, isotonic (e.g. Powerade), tea and coffee. Sam Coca-Cola is sold in multiple variants of taste such as Cherry Coke or Vanilla Coke, no sugar such as diet Coke (also known as the Coca-Cola light), and without caffeine. Its share in the global soft drinks market is currently 50%. According to the recent research, it is recognized that the country has a market of 94 percent of people around the world, and 97 percent in the United Kingdom.

Critical Evaluation of the Organisation's Strategic Position

The strategy of the company is its stable growth. Only the development of the products will help them in achievement the long-term plan, while allowing the company to prosper and grow. The most powerful part of the Company is its marketing strategies and innovation. Due to the placement of the right strategy, the company is the most successful one in the production of soft drinks in the world and its brands are recognisable everywhere in the world. One of the company's principles is to seek opportunities in everything and everywhere. Here are some striking examples of this: The company's portfolio includes more than 2,800 products in over 200 countries. They produce juices and nectars, bottled water, sports and energy drinks, iced tea, baby food and brew. The company's research centres are working daily on inventing new flavours that will energize the customer, to quench their thirst and cheer up (Laws, 2011).

With the largest distributive system, the company quickly delivers its products to different parts of the ...