Strategy, Balanced Scorecard and Strategic Profitability Analysis

Introduction

Based on the organisation, Coca-Cola Company, as the worlds’ leading beverage company

and the most valuable brand in the world. Its unique strategies, passionate company culture

and outstanding working-teams trigger it to be recognised as one of most popular and

successful company in the world. The purpose of this report is given to access the current

position of Coca- Cola then analyse the strategy, objectives and value proposition of Coca-

Cola. Then, Porters Fives Forces Framework will be used to illustrate the five forces of Coca-

Cola. Lastly, Balanced Scorecard will be utilised as a contemporary performance

measurement framework to evaluate the strategies and current financial and non-financial

managements of Coca-Cola as well as recommendations provided.

2. Strategy

Coca-Cola is primarily a marketing company that sold more than 2,400 products to

consumers. They sell four largest (by sales) drink beverage brands (Kwon, 2008). Also,

creativity is an important strategy for Coca-Cola. They work hard for their marketing

strategies in order to solid their connection to the client's brand. Therefore, innovation plays

the crucial and significant role in the Coca- Cola Company. Their marketing strategy is

directly related to the consumer from advertising, point of sale, to the final use of Coca-Cola

beverages. They use innovative supply chain, including new product development, enhance

brand value, packaging and design of a variety of new advertising campaigns every level

(Hariharan, 2013).

As a reputed marketing expertise, Coca- Cola establishes the solid success that is responsible

for more than a century. Coca-Cola's biggest advantage is its brand. It took a lot of efforts and

the critical strategy to create a well-known brand. In addition, Coca-Cola also has been

followed over the years, in order to take advantage of its strategic capabilities, a variety of...