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Coca Cola Strategy Essay

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STRATEGIES FOR SUCCESSFUL STRATEGIC, TACTICAL AND OPERATIONAL PLANNING
Strategic Planning

One of Coca-cola goals is to maximize growth and profitability to create value for shareholders. The efforts to achieve this goal are based on:

(1) transforming the commercial models to focus on the customers’ value potential and using a value-based segmentation approach to capture the industry’s value potential

(2) implementing multi-segmentation strategies in major markets to target distinct market clusters divided by consumption occasion, competitive intensity and socioeconomic levels (3) implementing well-planned product, packaging and pricing strategies through different distribution channels

(4) driving product innovation along different product categories (5) achieving the full operating potential of commercial models and processes to drive operational efficiencies throughout the company.

To achieve these goals, it is intend to continue to focus the efforts on, among other initiatives, the following:

• working with The Coca-Cola Company to develop a business model to continue exploring and participating in new lines of beverages, extending existing product lines and effectively advertising and marketing our products

• developing and expanding the still beverage portfolio through innovation, strategic acquisitions and by entering into agreements to jointly acquire companies with The Coca-Cola Company

• expanding bottled water strategy, in conjunction with The Coca-Cola Company through innovation and selective acquisitions to maximize profitability across market territories

• strengthening the selling capabilities and go-to-market strategies, including pre-sale, conventional selling and hybrid routes, in order to get closer to the clients and help them satisfy the beverage needs of consumers

• implementing selective packaging

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