Before conducting an assessment of the business level strategy of Coca Cola Company, it is essential to define it. It pertains to the overarching competitive theme of the business entity in the particular market. It refers to the target population of the business, defining of the client’s needs and preferences which should be satisfied by the company as well as the way for their satisfaction (Hill et al, 2015).
There is a direct interrelation between the business level strategy and the decisions, made by its top management in relation to the enhancement of the set of business activities, which have the potential of gaining the additional competitive advantage within the industry.
These strategies are elaborated after the detailed consideration and critical assessment of strong and weak pints of the existing product lines as well as while taking into account the target market and competition rates among the set of other essential factors, which, in turn, make their impact on the channels for promotion and distribution. There is a direct interrelation between the corporate level strategy and the practical use of the consistent approach, which encompasses the entire set of the business units for realization of the options, which exist in the external environment or addressing the corresponding threats. The process of development and practical implementation of the corporate level strategy integrates the activities of diverse players – for instance, the set of shareholders, who may participate in this strategy realization after being involved into the elected board. In this paper, the assessment of the current business level strategy of Coca Cola company would, be represented.
The Coca-Cola Company is the global company, which is headquartered in USA. Its production line is represented by the nonalcoholic beverages and beverage syrups. It is the globally recognized brand. The differentiation approach represents the business level strategy of this organization. It has contributed the uniqueness of this company among the competitors within its industry. In addition, the top management of Coca Cola has been successful and development of the production, which is highly appreciated, recognized and preferred by its clients on the wide and rather rich global market of beverages.
One of the core reasons for such trend (besides the perfect quality of the production) is the unique advertising campaign - which contributes the differentiation of the company production all over the world. The core reason for using such approach is ensuring the fact that the target market is still loyal to the production, offered by this business entity as well as it assists in attracting more clients to this brand (Ireland et al, 2012).
In addition, Coca-Cola freestyle machine provides its customers with the freedom of choice – as they have an option of mixing various flavors of the classic beverages, offered by this company. That is why, it is possible to state a fact that the strategy of differentiation, which is followed by the top management of Coca Cola, matches the company’s needs to the full extent – as it is mainly oriented on the long term sustainability of the brand on the global markets (Lussier and Kimball, 2013).
At the same time, it is essential to note that the set of modernization-related actions should be undertaken as the market of beverages changes alongside with the tastes and preferences of the consumers. More than that, the top management of this organization should represent its willingness in terms of being adapted to the changes of the market as well as prepare the corresponding production, which would be suitable for addressing of these needs. For this purpose, the new products should be offered to the customers – for maintenance the high status of the brand.
References
Hill, C.W., Jones, G.R., Schilling, M.A. (2015) Strategic Management: Theory. Cengage Learning
Ireland,R.D., Hoskisson, R.E., Hitt, M.A. (2012) Understanding Business Strategy Concepts Plus. Cengage Learning
Lussier, R., Kimball, D. (2013) Applied Sport Management Skills, Second Edition (With Web Study Guide. Human Kinetics
