The Coca-Cola Company Strategy Brands Quality Competition Globalisation Marco Montemari Leadership

Globalisation: Coca Cola refreshes people across the globe by meeting the demands of local tastes and cultures. But to do this properly, they must understand the lives, the hopes and the aspirations of their consumers. So they must become a truly local business. Their business success depends on the prosperity of the community where they operate. Strategy: the Coca Cola Company must face the challenge of a new environment. This challenge must drive their decisions and their actions. What’s more, they must intensify their focus on innovation and flexibility. Brands: as the global leader in the non-alcoholic beverage industry, they offer nearly 400 brands. Many of these brands, including soft drinks, fruit juices, bottled waters and sports drinks are only available in specific regions of the world.

Quality: the company has a Quality System which is a world-wide initiative involving every aspect of its business. Everyone who works for or with Coca Cola is expected to maintain the highest standards of quality in products and relationships. Competition: Pepsi vs. Coca Cola is the competitive struggle between two economic giants whose financial weight can be calculated in the billions. It is a conflict between two very rich multinationals, both as determined as each other to win over the international beverage market. Leadership: the Coca Cola Company has always had clever leaders. Under Neville Isdell’s leadership, they have positioned the company for growth, guided by their mission to provide beverages that refresh people around the world.