Coca-Cola’s Purpose is to “refresh the world. make a difference.” Its vision and mission are to “craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.”
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How
Why
Purpose
“Refresh the world. Make a difference.”
Coca-Cola’s purpose is concise and impactful, emphasizing the dual goals of refreshing individuals and communities while striving to make a positive difference in the world. It captures the essence of what Coca-Cola aims to achieve beyond just providing beverages—it seeks to create positive experiences and contribute to the betterment of society.
Vision
“Craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.”
Coca-Cola’s vision is comprehensive and forward-thinking. It not only focuses on creating beloved brands and refreshing consumers physically and spiritually but also places a strong emphasis on sustainability and making a positive impact on people’s lives, communities, and the planet. This vision demonstrates Coca-Cola’s commitment to environmental and social responsibility alongside its core business.
Mission
Coca-Cola is among the most valuable consumer brands, and it’s easy to think of it as a single-product company. Yet, Coca-Cola has a set of brands, systems, and processes engineered in the last decades to make it the food company we know today… (Additional mission details provided)
Coca-Cola’s mission reflects its position as a valuable consumer brand with a diverse product portfolio. It highlights the company’s ability to create emotional connections with consumers through marketing and its aim to reinforce distribution and sales. The mission also underscores Coca-Cola’s transition to a broader food company, showcasing its adaptability and evolution in response to market demands.
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Coca-Cola Purpose
Refresh the world. Make a difference.
In the 2019 letter to James Quincey, CEO of Coca-Cola highlighted:
Our company started in 1886 and grew with a purpose to refresh the world. This became refreshment not just in a physical sense but also in spirit, and not just to refresh people but also to communities.
Since then, we’ve grown enormously as a business, spreading joy, optimism, and happiness. We’ve made a difference with our brands, beliefs, and values. Much has changed in the last 133 years. Today, we are a total beverage company.
We’re present in almost every beverage category, and we have more than 500 brands. Over 700,000 people in our system help deliver those brands to customers and consumers every day.
But, looking forward, the world faces myriad new challenges, and so does our business.
We have to ask ourselves: Is the original purpose of the company still valid? Should it evolve as the world evolves?
Coca-Cola Vision
Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities and our planet.
As clear from its vision, there are three core values that we can extract from Coca-Cola’s vision:
Create loved brands: For that Coca-Cola means 1. Passion for people and their lives 2. Cutting-edge excellence in ingredients, innovation, design, and marketing 3. Investing for leadership across categories in brands that consumers love 4. Acting globally and locally 5. Building powerful partnerships to go to market
Done sustainably: 1. Start with facts, based in science 2. Grow our business, reduce sugar and provide consumer choices 3. Make packaging part of a circular economy, with a focus on 100% collection 4. • Be water balanced, improving water security where needed most 5. Reduce carbon footprint 6. Source more sustainably and ethically
Better shared future: 1. Invest in employees’ personal growth and talent for today and the future 2. Empower our people, provide access to equal opportunities, and become more inclusive 3. Create value for customers big and small 4. Support local communities to achieve more, including in times of need 5. Deliver returns to shareowners. Our investors range from major institutions to millions of individuals
Coca-Cola Mission
Coca-Cola is among the most valuable consumer brand, and it’s easy to think of it as a single-product company. Yet, Coca-Cola has a set of brands, systems, and processes engineered in the last decades to make it the food company we know today.
Coca-Cola is very good at marketing itself. The company runs successful marketing campaigns with the aim to associate positive emotions with its brands. Coca-Cola’s target is to reinforce its distribution and sales as it becomes a product tied to the daily lives of millions of people.
Coca-Cola distribution strategy
Coca-Cola follows a business strategy (implemented since 2006) where through its operating arm – the Bottling Investment Group – it invests initially in bottling partners’ operations. As they take off, Coca-Cola divests its equity stakes, and it establishes a franchising model, as long-term growth and distributionstrategy.
Key Takeaways from Coca-Cola’s Purpose, Vision, and Mission:
Purpose: Coca-Cola’s purpose is to “refresh the world. make a difference.” It aims to bring both physical and spiritual refreshment to individuals and communities.
Evolution: Despite evolving into a total beverage company with over 500 brands and a global presence, Coca-Cola remains committed to its original purpose but recognizes the need to adapt to new challenges.
Vision: Coca-Cola’s vision is to create beloved brands and beverage choices that refresh people in body and spirit, all while fostering a more sustainable business and a better-shared future that positively impacts people, communities, and the planet.
Core Values:
Create Loved Brands: Coca-Cola focuses on innovation, partnerships, and excellence in marketing to create brands that consumers love.
Done Sustainably: The company emphasizes sustainability, reducing its carbon footprint, improving water security, and sourcing materials ethically.
Better Shared Future: Coca-Cola invests in employee growth, promotes inclusivity, supports local communities, and delivers returns to shareholders.
Marketing: Coca-Cola is known for its successful marketing campaigns that associate positive emotions with its brands, aiming to become a part of people’s daily lives.
Distribution Strategy: Coca-Cola employs a distributionstrategy that involves initial investments in bottling partners’ operations through the Bottling Investment Group. As these operations grow, Coca-Cola divests its equity stakes and establishes a franchising model for long-term growth and distribution.
Coca-Cola follows a business strategy (implemented since 2006) where through its operating arm – the Bottling Investment Group – it invests initially in bottling partners operations. As they take off, Coca-Cola divests its equity stakes, and it establishes a franchising model, as long-term growth and distributionstrategy.
Coca-Cola’s top investors include Warren Buffet’s company, Berkshire Hathaway, with 9.23% of shares, and other mutual funds like The Vanguard Group, holding 7.9% of shares, and BlackRock owning over 6.45% of shares of the company. Other individual investors like Herbert A. Allen, director of The Coca-Cola Company since 1982, and Barry Diller, Chairman of the Coca-Cola board since 2002. And former CEO Muhtar Kent.
Coca-Cola’s Purpose is to “refresh the world. make a difference.” Its vision and mission are to “craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.”
Coca-Cola is the market leader of the soft drink industry. It is also the most widely recognized brand, with a Business Insider study revealing that a staggering 94% of the world population recognizes the red and white logo. However, Coca-Cola faces significant challenges with increasingly health-conscious consumers and less access to water resources.
The Coca-Cola Company is an American multinational beverage corporation founded in 1892 by pharmacist Asa Griggs Candler. Many consumers associate the company with its signature soda in a red can or bottle. In truth, however, The Coca-Cola Company owns a plethora of soft drink, juice, tea, coffee, and other beverage brands.
The Coca-Cola Company has 21 different billion-dollar brands or brands that generate more than $1 billion or more in revenue each year. The company also sells its products in nearly every country in the world, with Cuba and North Korea the only two countries where it is not sold officially. What’s more, the Coca-Cola brand is worth $87.6 billion, making it one of the most valuable among all companies. Though these figures allow Coca-Cola to enjoy market dominance in many countries, the company is nevertheless subject to intense competition.
PepsiCo was founded in 1902 by American pharmacist and businessman Caleb Bradham as the Pepsi-Cola Company. Bradham, who hoped to emulate the success of Coca-Cola, marketed the beverage from his pharmacy and registered a patent for its recipe the following year. Today, Pepsi is a global company with a portfolio of 23 billion-dollar brands, or brands earning more than $1 billion in annual revenue. Sixteen of these brands are beverage-related, while the remaining seven are associated with snacks and other food products.
In 1965, PepsiCo acquired Frito-Lay in what the chairmen of both companies called a “marriage made in heaven”. The resultant company transformed PepsiCo from a soft drink organization and set it on a path to becoming one of the world’s leading food and beverage companies. Today, PepsiCo claims to operate in more than 200 countries and territories around the world with seven distinct divisions and many successful brands.
Adidas’ mission is “To be the best sports brand in the world.” Adidas AG is a German multinational initially founded in 1924 by Adolf Dassler who developed spiked running shoes out of his mother’s house. Today, the company is the largest sportswear producer in Europe and the second largest globally behind rival Nike.
Tesla’s vision is to “create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles,” while its mission is “to accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.” Tesla used a transitional business model as its ecosystem grows.
Amazon’s mission statement is to “serve consumers through online and physical stores and focus on selection, price, and convenience.” Amazon’s vision statement is “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”
Apple’s mission is “to bring the best user experience to its customers through its innovative hardware, software, and services.” And in a manifesto dated 2019 Tim Cook set the vision specified as “We believe that we are on the face of the earth to make great products and that’s not changing.”
Netflix’s core mission, strategy, and vision are that of “improving its members’ experience by expanding the streaming content with a focus on a programming mix of content that delights members and attracts new members.”
Coca-Cola’s Purpose is to “refresh the world. make a difference.” Its vision and mission are to “craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.”
Starbucks highlights its mission as “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” And its vision is to “treat people like family, and they will be loyal and give their all.”
Microsoft’s mission is to empower every person and every organization on the planet to achieve more. With over $110 billion in revenues in 2018, Office Products and Windows are still the main products. Yet the company also operates in Gaming (Xbox), Search Advertising (Bing), Hardware, LinkedIn, Cloud, and more.
Walmart’smission can be summarized as “helping people around the world save money and live better – anytime and anywhere – in retail stores and through eCommerce.” While its vision is to “make every day easier for busy families.” Walmart defines “busy families” as the bull’s eye of its business strategy.
Nike vision is “to bring inspiration and innovation to every athlete in the world.” While its mission statement is to “do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work.”
Google mission statement is to “organize the world’s information and make it universally accessible and useful.” Its vision statement is to “provide an important service to the world-instantly delivering relevant information on virtually any topic.” In 2019, Sundar Pichai emphasized a renewed mission to allow people “to get things done!”
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
