Strategic Plan Of Coca Cola Business Essay

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Once sufficient information and awareness is gained about the environment Coca Cola is operating in, the next viable thing to do is to decide on a strategic response to adapt the existing strategy or develop a new one.

In our case, it is required of us to determine what we would change in the Coca Cola strategy and how we will go about doing that.

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What we would change:

One of the strategies that I would change would be Coca Cola’s distribution system. It is important for any business to have a personal relationship with their customer- the individual who purchases the product for their own personal use. At the moment the distribution channel that Coca Cola is using is from the manufacturer to the retailer (consumer) and then to the customer. In this channel there is no direct communication with Coca Cola and its customers, and in this way there is no personal interaction between the two parties. Coca Cola could be losing out on a competitive advantage. The customer doesn’t know anything more about Coca Cola other than its product that it offers. There is no service involved, nor is there personal leisure or personal satisfaction involved.


Strategies on how to get directly to the customer is to at least go beyond giving the customer the product. It goes beyond that especially from a customer’s point of view whereby customers purchase a product when they feel that they are getting value for money. By adapting this strategy Coca Cola could gain more customers, especially the customers who are not only attracted by the product but also the personal experience gained from the business. Another strategy Coca Cola could use would be to have a Coca Cola retail store, and have product development whereby Coke improves its existing products and have other products; this will assist Coke to recognize ways in which they can satisfy their customers.


By getting the customer involved makes us aware of the things that they are feeling and what they want from the company as a whole. Having a direct link to the final consumer of the product creates more awareness about some of the consumers of the coca cola product. For example if the company directly hears the complaints of their various consumers they will be able to improve on something immediately. This will make customers feel more connected to the brand.

Coca-Cola System:

It is evident that Coca Cola’s business model is driven to maximizing profits and to deliver strong returns from all parties involved- which are the customer, suppliers and consumers.

What would we change?

In increasing profits, Coca Cola should invest in labour more than capital- this in its operations and this will in turn have a great positive impact to South Africa’s economy.


By creating more jobs that is labour intensive, reducing machinery and Coca Cola being more dependent on people’s skills and knowledge which is sustainable.


South Africa’s unemployment rates are high and this can in a small way alleviate poverty in certain instances. By providing and securing more jobs for the citizens of the country help the economy become more stable and this contributes positively to the overall GDP of South Africa.

Coca-Cola People (staff)

The Coca Cola Company takes note of the value of its associates, they remain focused on making sure that they have the most talented, creative and motivated people throughout the world.

What would we change?

As much as Coca Cola is looking for staff that is competent, it will be even more advantageous that Coca Cola take individuals and train them into being well equipped individuals.


By training individuals to the best of their ability.


When one person becomes educated and empowered it has an effect on the working capabilities of that person. It is also seen as an encouragement to the other employees, therefore one would want to perform better than the other.

Social Environment:

What would we change?

Coca Cola is doing very well in CSI projects; however one of their major downfalls is that Coke does it at a larger scale. They do not focus on smaller scales such as communities, and on individuals.


Coke can start by going in communities like the well-known townships and invest in there. It is evident that Coke is found in every corner of every shop in the communities, so the community knows about Coke as a brand and for its product. Aspects that Coca Cola can get into are aspects such as: Education, training, development and sports in the community.


This stirs awareness for the company. The company should not only be seen as a million dollar company. It should be seen as one that cares for the people of South Africa or the smaller communities. Coca Cola is advertised and promoted on a huge scale therefore when bursaries and things get given away the most deserving township people do not even know about all these opportunities. This company should take note of the smaller struggles in the country that contribute greatly to the big problems in the country.

Health and nutrition

What would we change?

Coca Cola should accommodate customers that are health conscious. Customers who are not keen in indulging in gas and high sugar level beverages. It would be advantageous for Coca Cola to find a product that will fulfill these customers’ needs and adapt to what satisfies these customers.


Coca Cola can capitalize in producing products that are lighter on gas and lower in sugar levels such as juice. In this way Coca Cola won’t lose out on customers but will be covering a larger market and take advantage of this opportunity to maximize profits.


The "world is going green" and Coca Cola can contribute to this positively. This will attract more potential customers and will ast as an advantage for the company. Many people in this day and age are health conscious so this would be a great opportunity for the company.

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