Strategic Choice and Evaluation A multi-domestic strategy is defined as “a multi- domestic corporation that views itself as a collection of relatively independent operating subsidiaries each of which focuses on a specific market” (Miltenburg, 2009, p.7). The Coca Cola Corporation adopts the multi- domestic strategy. Coca Cola manufactures all products independently in each country depending on the external and internal environments of each country. Coca Cola must develop their strategies based on the nature of the culture, status, and people in each country. The factors that must be identified in order for Coca Cola to realize growth are value disciplines, the generic strategies, and the grand strategy.
Value disciplines The value discipline model created by Michael Treacy and Fred Wierruna describes three alternative approaches to the generic strategy. Michael and Fred “believe that strategies must center on delivering superior customer value through one of the three value disciplines” (Pearson & Robinson, 2011, p. 185). The value disciplines are operational excellence, customer intimacy, or product leadership (Pearson & Robinson, 2011). Operational excellence is accomplished by a focus on lean and efficient systems, cost efficiency, and convenience so that consumes are provided with products they require at a minimum cost. Customer intimate corporations focus on establishing a long-term relationship with consumers through a focus on products or services. Product leadership focuses on a commitment to continual development and the eagerness to take risks (Pearson & Robinson, 2011). A company must select one of the three disciplines and execute it consistently and vigorously ( Pearson & Robinson, 2011). Coca Cola employs the product leadership approach. The company produces four of the five highest selling carbonated beverages around the