The Coca-Cola Company: Strategic Goals

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According to Coca-Cola’s brand website, the company sees itself as capable of considerable growth decades into the future. With a wide consumer market, high existing positions, and the emergence of new economies, the company is able to expand its client base with each year (“Strategy”). The capacity of the Coca-Cola company to perpetually expand and capture new markets is beneficial to its stakeholders. In order to understand how this determination affects the company’s stakeholders, it is first necessary to identify each stakeholder and their expectations. Coca-Cola’s consumer base, their investors, employees and suppliers can all be considered its stakeholders, being invested in the success and growth of the company. For consumers, further expansion of the Coca-Cola brand means an introduction of new Coca-Cola flavors, as well as the continued supply of existing ones. The ability of the company to expand allows it to thrive, supplying their customers with their favorite drinks. Similarly, expansion is also the sign of innovation, one which gives Coca-Cola the necessary resources to experiment with existing flavors, penetrate new market niches, and improve (“Coca-Cola 2022 Brand Updates – News & Articles”). This can be exemplified by the recent emergence of a number of Coca-Cola coffee drinks.

For suppliers, the expansion of the brand means more supply contracts, and better profits. As long as the Coca-Cola company requires materials for its production, its partners will profit from the collaboration. Other partners, such as distributors, also gain an ability to sell more Coca-Cola products, and earn more (“Sales & Distribution”). The last group of stakeholders mentioned, the investors, similarly can expect wider profit margins as a result of the company’s growth strategy. With each year of its expansion, Coca-Cola is able to earn more profits and strengthen its position in the world economy (Lucas). By continuing to support the company, investors are able to continuously reap bigger profits.