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Business Strategy

Assignment 1

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Transcript of Business Strategy

STRATEGY What is our Mission? What business are we in? What about our Vision? What do we want to achieve? Do we need OBJECTIVES to get what we want? What are our CORE COMPETENCES? "Mission relates to goals, and refers to the overriding purpose of the organisation" Johnson, G., Whittington, R., Scholes, K. (2012) Fundamentals of Strategy. Pearson Good and unique products for our consumers
Positive brand
Social valued brand "This refers to the desired future state of the organisation. It is an aspiration that can mobilise the passion of our members" Johnson, G., Whittington, R., Scholes, K. (2012) Fundamentals of Strategy. Pearson We are a worldwide recognized BEVERAGE BRAND To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference. Source: http://www.coca-colacompany.com/our-company/mission-vision-values (2013) People Portfolio Profits Planet Productivity Of course, as Johnson et al. (2012) propose, the objectives are more precise statements of the organisations goals over some period of time So we can ask ourselves... What is needed to achieve our vision in the coming period? 3500+
Worldwide Hit 4000+ Products Worldwide Source: http://www.coca-colacompany.com/our-company/ (2013) 1,322,000
Per Quarter 1,322,000+
Per Quarter 500,000
Per Quarter Be a great place to work where people are inspired to be the best they can be Maximize long-term return to shareowners Be a highly effective, lean and fast-moving organization G ALS What must be done if we want to achieve an objective Source: http://www.coca-colacompany.com/sustainabilityreport/world/sustainable-packaging.html#section-managing-packaging-to-manage-risk (2013) More than $150M COST-SAVINGS with lightweight packaging systems 2 years ago Trimmed the weight of our 20-ounce PET plastic bottle by more than 25%
Shave 30% from the weight of our 12-ounce aluminum can
Lighten our 8-ounce glass bottle by more than 50% Source: http://www.coca-colacompany.com/sustainabilityreport/world/sustainable-packaging.html#section-managing-packaging-to-manage-risk (2013) By 2015, improve packaging material efficiency per liter of product sold by 7% compared with a 2008 baseline Source: http://www.coca-colacompany.com/sustainabilityreport/world/sustainable-packaging.html#section-managing-packaging-to-manage-risk (2013) Core Competences are the ways that resources are used or deployed effectively... Johnson, G., Whittington, R., Scholes, K. (2012) Fundamentals of Strategy. Pearson "WHAT WE DO WELL" LAUNCHED 500+ new products in 2012 Named CREATIVE MARKETER OF THE YEAR by the Cannes Lions Festival PARTNERSHIP with JBF Industries Ltd. to build the world’s largest facility to produce the key ingredient used to make PlantBottle packaging TM Source: http://www.coca-colacompany.com/annual-review/2012/highlights.html (2013) What ISSUES need to be considered in our strategy? Bottom
Up Top
Down - Vision - Command - Decision making - Symbolic - Environmental uncertainty - Experimentation - General Goals
- Coordinating emergent strategies - Benefits for motivation RESOURCES

"The assets that organisations have or can call upon" PHYSICAL

Machines, buildings, raw materials, products, patents, data bases, computer systems... FINANCIAL

Balance sheet, cash flow, suppliers of funds... HUMAN

Managers, employees, partners, suppliers, customers... Johnson, G., Whittington, R., Scholes, K. (2012) Fundamentals of Strategy. Pearson What PLANNING TECHNIQUES can we use? ESTE Politics Economics Social Technological Environmental Legal "PESTEL framework provide a comprehensive list of influences on the possible success or failure of particular strategies" Johnson, G., Whittington, R., Scholes, K. (2012) Fundamentals of Strategy. Pearson STARS QUESTION
COWS DOGS BCG Matrix Market share Market growth Self sufficient Heavy investment Cash provider Closure Investment
and growth Selective
growth Selectivity Harvest / Divest Selective
growth Selectivity Selectivity Harvest / Divest Harvest / Divest Directional policy matrix "Long term direction and scope of an organisation, witch achieves advantage in a changing environment" Source: http://www.coca-colacompany.com/our-company/mission-vision-values (2013) Source: http://www.coca-colacompany.com/our-company/ (2013) Source: http://www.coca-colacompany.com/sustainabilityreport/world/sustainable-packaging.html#section-managing-packaging-to-manage-risk (2013) Industry attractiveness Business strength Source: http://www.popandroll.com/coke-art/Coca-Cola_Logo_Script.jpg (2013)
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