Business / By Gennaro Cuofano / February 26, 2024
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.”
| Waht | 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.
See AlsoNike Mission Statement and Vision Statement In A Nutshell - FourWeekMBA22 vision statement examples to help you write your ownApple Mission Statement, Vision, & Core Values (2023)What Is a Vision Statement? Examples of How to Write OneWe 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
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 distribution strategy 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.
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