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Mission, Vision, Value and Management

Hieu Nguyen
MGT/521
August 9th, 2016
Dr. Andrea Diese

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Mission, Vision, Value and Management
Introduction
These statements of vision, mission and values can define and guide organization's ability to
create the future of communities (Gottlieb, 2007). One of the main reasons is comparing and
evaluating the Coca-Cola Companys mission, vision, values against the criteria of robust
statements. Secondly, the paper shows an identification of the companys core competencies and
strategic goals, and comparing them with the companys mission, vision, and values. Finally,
determine if the Coca-Cola Company lives up to its own mission, vision, and values.
Compare the organization's mission, vision, and values against the criteria for robust
statements
A mission statement of Coca-Cola is Our Roadmap starts with our mission, which is
enduring. It declares our purpose as a company and serves as the standard against which we
weigh our actions and decisions.
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To refresh the world

To inspire moments of optimism and happiness

To create value and make a difference.(The Coca-Cola Company, n.d.)

An effective mission statement is the most importance of a company. An effective mission

statement defines the fundamental, unique purpose that sets a business apart from other firms of
its type and identifies the scope of the businesss operations in product and market terms (Pearce
and David, 1987). Identifying exact mission of a company is fundamental for organizational
management as well as strategic management. A mission statement should contain eight
components:
1. The specification of target customers and markets.
2. The identification of principal products/services.

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3. The specification of geographic domain.
4. The identification of core technologies.
5. The expression of commitment to survival, growth, and profitability.
6. The specification of key elements in the company philosophy.
7. The identification of the company self-concept.
8. The identification of the firms desired public image. (Pearce and David, 1987).
In the mission statement of the Coca-Cola Company, To refresh the world defines the
market customer and philosophy. Then, To inspire moments of optimism and happiness
identifies the principal products and To create value and make a difference defines the company
self-concept. The Coca-Cola Companys mission statement is fine because it contains four out of
eight key components.
The Coca-Cola Companys vision statement is Our vision serves as the framework for
our Roadmap and guides every aspect of our business by describing what we need to accomplish
in order to continue achieving sustainable, quality growth.
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People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.

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Productivity: Be a highly effective, lean and fast-moving organization. (The CocaCola Company, n.d.)

An organizations vision statement aligns with the organizations future goals. In the vision
statement, the Coca-Cola Companys goals are clearly defined by achieving sustainable, quality
growth. In order to achieve goals easily, the company has been guiding efforts of employees by
drawing six elements that are people, portfolio, partners, planet, profit, and productivity. The
elements - people, portfolio, profit, and productivity - help the company achieve the quality
growth goal in the future while partners and planet elements are responsible for achieving
sustainability. Thus, the Coca-Cola Companys vision statement is broad, clearly and determined
by the organizational goals and global directions.
Values are enduring, passionate, and distinctive core beliefs. Theyre guiding principles
that never change (Erica Olsen, 2011). The Coca-Cola Companys values are essential elements of
guiding employees actions. Its values are Our values serve as a compass for our actions and
describe how we behave in the world.
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Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

Accountability: If it is to be, it's up to me

Passion: Committed in heart and mind

Diversity: As inclusive as our brands

Quality: What we do, we do well (The Coca-Cola Company, n.d.)

The values statement is quite effective in conveying the companys core values to
customers and its stakeholders. The core values of Coca-Cola Company are drawn from
employees actions. These values have been influencing employees behaviors in communities,

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inspiring and motivating their efforts of working. Although the values statement does not include
the companys mission, the values are guiding the employees behaviors what they do and who
they meet.
Core competences of The Coca-Cola Company
A core competency refers to the specific set of departmental skills, knowledge, and
experience that allows one organization to outperform another (Jones & George, 2009, p. 3). In
another word, the competencies are uniqueness of the company.
The Coca-Cola Companys core competencies include a strong brand, distribution system
and administrative control. These can help the company to focus on what make them different
from other companies. The Coca-Cola Company is the most popular branded drink in the world
(Britannica Concise Encyclopedia, 2014). Additionally, it is known as the most valuable brand in
the world. The Coca-Cola Company owns hundreds of brands such as soft drinks, juices, teas,
coffees, water products, and other beverages. The Coca-Cola Company has an efficient and
effective distribution system. The Coca-Cola Companys products are being sold in businesses
such as supermarkets, restaurants, schools, colleges, entertainment places, and etc. in over 200
countries in the world. Otherwise, its employees are one of the most important elements to make
The Coca-Cola Company successful. With the human resources policy think globally and act
locally, The Coca-Cola Company has been globally developing workplace around the world
aligned to its policy to provide a healthy working environment. Besides, the company puts its
employees into the value Our values serve as a compass for our actions and describe how we
behave in the world as a guidance for employees actions. These core competencies The CocaCola Company is owning cannot be matched by any companies.
The Coca-Cola Companys behavior and business goals

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The company has announced its current goals related to achieve its vision by 2020. Its
goals are
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Profit: more than double system revenue while increasing system margins.

People: be a great place to work.

Portfolio: More than double our servings to over 3 billion a day. Be No.1 in NARTD
business in every market and every category thats of value to us.

Partners: be the most preferred and trusted beverage partner.

Planet: global leadership in sustainable water use. Industry leadership in packaging,

energy and climate protection.

Productivity: manage people, time and money for greatest effectiveness.

These goals ensure the company still keeps the position of best-selling drinks in the world.
There are clear and visible for employers and employees to focus on what they need to do in
order to achieve the companys vision.
The organization lives up to its own mission, vision and values. With the vision achieving sustainable, quality growth - and the value guidance of employees behaviors, The
Coca-Cola Company has been maintaining a position as the No.1 best-selling drinks in the world
by continuing to reinvigorate growth, increase profitability, and deliver greater long-term,
sustainable value to many partners (The Coca-Cola Company, 2015). According to recent The
Coca-Cola Companys 2015 report, the company is building and developing strong partnerships
to bring its business to life in over 200 countries in the world. The Coca-Cola Company is serving
over 1.9 billion times a day, developing its bottling system to ensure the products ready to
purchase, and partnerships with vital stakeholders (The Coca-Cola Company, 2015). Additionally,
the company is creating greater value by concentrating on portfolio role to drive profit growth,
increasing efficiency and productivity to reduce costs and invest savings, refocusing on our core

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business model of building the worlds most-loved beverage brands and leading an unmatched
global system of bottling partners (The Coca-Cola Company, 2015). Finally, to achieve sustainable
growth, The Coca-Cola Company has been supporting key principles of human and workplace
rights, and considered sustainability as a main value creator (The Coca-Cola Company, 2015).

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References
Coca-Cola Co... (2014). In Encyclopedia Britannica, Britannica Concise Encyclopedia. Chicago,
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Gottlieb, H. (2007). 3 Statements That Can Change the World: Mission / Vision /
Values. Retrieved from
http://www.help4nonprofits.com/NP_Bd_MissionVisionValues_Art.htm
Jones, G., & George, J. (2009). Contemporary Management (9th ed.). New York, NY: McGrawHill/Irwin
Pearce, J., & Fred David. (1987). Corporate Mission Statements: The Bottom Line. The Academy
of Management Executive (1987-1989), 1(2), 109-115. Retrieved from
http://www.jstor.org/stable/4164734
The Coca-Cola Company, (n.d.). Mission, Vision & Values. Retrieved from
http://www.coca-colacompany.com/our-company/mission-vision-values
The Coca-Cola Company, (2015). Our Journey Forward. Retrieved from
http://www.coca-colacompany.com/packages/2015-year-in-review