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Essay / Research Paper Abstract
A 16 page paper examining Coca-Cola's external environment including the recession-choked economy in advance of creating a strategic plan for the company. Bibliography lists 12 sources.
Page Count:
16 pages (~225 words per page)
File: CJ6_KSstratCoke.doc
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Unformatted sample text from the term paper:
the mission of the Coca-Cola Company (NYSE: KO) has been to make the product a universal, global one. Long before the globalization trend that has now become so familiar
was ever conceived, it was Cokes policy to work to place its product "within arms reach" of anyone with the most casual of thoughts of wanting one right away. Environmental
Scanning The environmental scan identifies conditions as they are, as well as attempts to identify trends that will become more relevant in the
future. There is little time to waste in a highly competitive environment that changes rapidly. When environmental scanning uncovers an identifiable trend, the sales organization needs to be
able to move on that trend quickly. If the issue has to go to committee after committee or the organization learns about a new trend in the business press,
it is likely that the time of the opportunity has passed by. No one at Coca-Cola needs a committee to realize that the
economy is having real problems and consumer confidence is flirting with all-time lows. Though the government keeps telling us that there are "signs" that massive spending is having some
effect, more than a half million jobs continue to disappear each month. Further, it seems that most consumers are not looking ahead to likely conditions in the future.
If China does indeed establish a "credit limit" for the US and the Treasury merely prints the money the government is determined to have, then it is possible that we
will have inflation rates not seen since the late 1970s. If this occurs then Coca-Colas future sales are at even greater risk.
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