Case Study Coca Cola
Goizueta became a CEO in Coca-Cola in 1981. Bold and aggressive, Goizueta ensured Coke's position as the world's most-recognizable brand product while making the Atlanta-based company one of Wall Street's most valuable. Coke's value zoomed from less than $5 billion in 1981 to nearly $150 billion in 1997. What was Goizueta's vision that gave Coca-Cola such success? Goizueta's vision was to sell Coke in the whole world, in the USA, Europe, the East block and also in places like Russia, Brazil, and Indonesia. He'd sold his Coke to the world. Coke's success under Goizueta was to a large extent propelled by a globalization vision. In 1982, after a year into the top job, he introduced Diet Coke, which became an immediate success and now is now the No. 3 soft drink in America. Due to Pepsi's gain, he changed the formula in 1985, only to revive Coke "Classic" three months later. After Goizueta died in 1997, Ivester took over this job as CEO, and refused to abandon the vision and mission of his predecessor. Why might Goizueta's vision have cause trouble for Ivester?
Ivester would like to continue in the same direction like Goizueta did, but since there not were any more new markets do marketing in for Ivester, I think he rather should have worked with new products in the existing markets. I think Mr. Daft will try to manage the company due to the long-term vision, because he doesn't would like to experience the same destiny as Ivester. He'd better follow the long-term plan and not stick the company's vision thru 113 years. 18 months into his tenure, Ivester's style and substance was tested in ways he never could have anticipated. Although he took over one of America's most admired companies after spending years preparing for the role, the ex-accountant steered a company that faces a world of trouble. Ivester has watched the global crisis leave the mighty Coke machine sputtering -- its sales and profits battered by the turmoil abroad. In Brazil and Japan, two of Coke's biggest overseas markets, flattened consumer-buying power left growth last year almost nonexistent. In Russia, where Coke has invested more than $700 million over the past eight years, the
Some common words found in the essay are:
Cola Co's, Brazil Indonesia, Suddenly Pepsi, Russia Coke, Wall Street's, Indonesia He'd, Classic Goizueta, CEO Coca-Cola, Cola War, Stanley Makadok, goizueta's vision, russia brazil indonesia, coke world, long-term vision, russia brazil, vision statement, products existing, existing markets, long-term plan, trouble ivester, brazil indonesia, products existing markets,
Approximate Word count = 743
Approximate Pages = 3 (250 words per page double spaced)
|
