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According to Coca-Cola, Our mission statement is to maximize

shareowner value over time. In order to achieve the mission; we must
create value for all the constraints we serve including our consumers,
our customers, our bottlers, and our communities.

Our Roadmap starts with our mission, which is enduring. It declares

our purpose as a company and serves as the standard against which we
weigh our actions and decisions.

To refresh the world...

To inspire moments of optimism and happiness...
To create value and make a difference.
The Coca-Cola Company creates value by executing comprehensive
business strategy guided by six key beliefs:
1. Consumer demand drives everything they do
2. Brand Coca Cola is the core of our business.
3. They will serve consumers a board selection of the nonalcoholic
ready-to-drink beverages they want to drink throughout the day.
4. They will be the best marketers in the world.
5. They will think and act locally.
6. They will lead as a model corporate citizen.
Our vision serves as the framework for our Roadmap and guides every
aspect of our business by describing what we need to accomplish in
order to continue achieving sustainable, quality growth.

People: Be a great place to work where people are inspired to be

the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage
brands that anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by
helping build and support sustainable communities.
Profit: Maximize long-term return to shareowners while being
mindful of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving
Competitive Advantages of Coca-Cola

Weve seen that Competitive advantage in simple terminology is what

your company is best at. Why do your customers buy from you and not
your competitors? What is the value that the business can create for the
Another look at competitive advantage allows us a different perspective
into its relationship with business models, innovation and information
systems. A competitive advantage is attainable if the current strategy is
value-creating, and not currently being implemented by present or
possible future competitors. Sustaining a competitive advantage is
difficult and although a competitive advantage has the ability to
become sustained, this is not necessarily the case. A competing firm can
enter the market with a resource that has the ability to invalidate the
prior firms competitive advantage, which results in reduced
rents. Sustainability in the context of a sustainable competitive
advantage is independent with regard to the time frame. Rather, a
competitive advantage is sustainable when the efforts by competitors to
render the competitive advantage redundant have ceased. When the
imitative actions have come to an end without disrupting the firms
competitive advantage, the firms strategy can be called sustainable.

Dell became really successful by exploring the web as a distribution

channel. Gillette has made a fortune by establishing a continuous
relationship with customers based on its disposable razors. Apple
resurged based on its core capacity of bringing design to computers and
electronic gadgets. Cisco became famous for its capacity of configuring
activities in new and innovative supply chains. Intel thrived for its
capacity to get partners to build on its processing platform. Google
tapped in an innovative revenue streams by linking highly specific
search results and content with text ads. Wal-Mart became dominant by
its ability to slash cost throughout its business model.

Coca Cola is an example of a company with sustained competitive

advantage, innovation, an extensive business model and an intelligent
and substantial distribution network. The best example of a company
with a sustainable competitive advantage is The Coca-Cola Company.
The Coca-Cola Company was incorporated in 1892 to produce the
sweet fizzy drink first developed by a pharmacist that has become
the worlds most recognized brand.

Today, almost 120 years later, The Coca-Cola Company is still going
strong and is one of the most sought-after stocks on the New York
Stock Exchange. Coca-Colas competitive advantage has proven its
sustainability over the last 100 years.

This can be ascribed to:

The secret recipe for Coca-Cola, which arguably tastes better

than other cola drinks.
Their ability to continue developing new products and re-
inventing old ones Coca-Cola currently offers over 400 brands
in 200 markets worldwide.
The worlds most comprehensive distribution system has made
Coca-Cola accessible to billions of people worldwide. Coca-Cola
is often available in ample supply to people in areas where other
consumer goods companies would never consider delivering their
products. The African continent is an excellent example its
fairly common to see a small shop selling cold Coke in the
middle of nowhere.
Coca-Colas production techniques are so well developed that it
costs a fraction of the selling price to manufacture their product,
resulting in high profit margins.