1
Strategic Plan Part 1
Strategic Plan Part 1: New Product or Service
Yamilette Albertson
BUS/475
May 1, 2017
Maria Rutledge
2
Strategic Plan Part 1
Coca-Cola New Division
Coca-Cola is a multinationals company that manufactures retails and markets nonalcoholic beverage such as soft drinks, green tea, and healthy beverages among others. It is
located in Atlanta Georgia in the USA. The company has a secret in manufacturing their
products which have made them be competitive in the market. Coca-Cola also has a well-defined
and managed supply chain system that helps it to easily source the law material and distribute the
finals products next to the customers in most parts of the world. However, the company business
does not enjoy the monopoly in the business and it is easy to run it. Coca-Cola Company
experience some competition from the competitors in the market despite that it leads the market.
It is known all over the world and is a very reputable company globally. Coca-Cola Company
manufactures many products for the consumer but has not yet ventured into the water business.
The New Division Product
The new division and product that can be effective and uphold the company mission and
vision, as well as the strategy, are the water division. This division will focus on processing
water for consumption. This water will be made present for all people in the world. It will be
differentiated in various ways to ensure that it meets the needs of the consumers. The mission of
the division will be similar to the company mission statement since water is similar to the other
company products. Therefore, the mission statement will be refreshing the world with healthy
water and create happiness to the society. The vision of the department will be to provide the
people with healthy water that satisfies their needs through quenching their thirst and building a
healthy body.
The product will be made available in various forms. The first one will be through the
distilled water for commercial use and the bottled drinking water. The distilled water shall be
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Strategic Plan Part 1
packed in a container of twenty liters and more. The drinking water will be bottled in three
distinguished ways. First, large volumes will be transported through the use of Lories for
commercial use and small containers such as between twenty and half a litter containers for
domestic consumptions. The products will be differentiated into different prices to accommodate
all types of customers in the organization. This will help in building a strong and wide market in
the market. This will be differentiated accordingly. The products will be processed by including
some healthy minerals that are not available in the competitor products. This will help to create a
great competition against the already existing businesses.
Customer needs and competitive advantage
Water from the Coca-Cola Company will address the need for the customers in various
ways. First, it will provide the customers with products that not only quench their thirst but also
provide them with the health benefits. It will also provide the traveler with portable products
which is highly presentable. This will improve the customer confidence as they travel. It will
also help the young people to grow and develop accordingly as they take the product from the
Coca-Cola Water Division. Above that, it will solve the problems of the organizations that
heavily depend on distilled water by providing them with high quality distilled water for their
processing business. In addition, the product will solve the customer problems at home by
providing them with clean water for consumption.
This will help in gaining the competitive advantage by Coca-Cola Company water
division. The company targeting the travelers will create a market by well-designed bottles that
can easily be carried through the journeys. Providing the products in different quantity packaging
will make everybody afford a certain quantity of water it the process. This will help the division
tap more demographics that covers the need and style of the people in the market. This will tap
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Strategic Plan Part 1
into a bigger market. The division will also take advantage of the well-defined supply chain
system to deliver the product to the consumers thus creating a stiff competition to other players
in the market.
Business vision and model
As stated above, the vision of the department will be to provide the people with healthy
water that satisfies their needs through quenching their thirst and building a healthy body. This
will be achieved by distributing the products to the final consumers and ensure consistency in the
process. This is vital for the business in the process. The company will focus on differentiating
the product to ensure that there is a quantity that can be afforded by all people in the market. The
products will also some minerals that ensure a healthy body.
The business model that the division will use will be a direct sales model whereby the
organization will use its distribution channels, used in distributing soft drinks to distribute water
to the final consumers. A person or a business that need water in high quantity for commercial
use can contact the division though the online platform and make order. Use of the already
existing distribution channels and supply chain system will ease the distribution of the products
and will build the products name easily in the market since the organization has a reputable name
in the market. In addition, the products will be sold at a lower price than the competitor’s
product. This will grow to create a bigger market and attract more customers.
Aligning Division to company
The division mission is aligned with the company values in a big way. It focuses on
making the stakeholders better in the business. The division focuses on satisfying the buyers just
like the vision of the organizations towards the stakeholders. The company aims at satisfying the
stakeholders and so is the division. Therefore, the vision statement is aligned with the
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Strategic Plan Part 1
organization vision. The mission statement focuses on refreshing the world with a quality
product that has benefits to the customers. This is similar to the organization mission statement
that focuses on the inspiring the people’s mind, spirit, and body. This is well gained to the
mission of the organization. Therefore, the division does not contradict the basic mission of the
company whatsoever. The division also helps in creating the value of the division and the
company at large.
The division values include great leadership that tries to better the organization future.
This is in line with the organization values that advocate for leadership that shapes great
company future. In addition, the division upholds a high level of integrity as well as the company
to make the company real and reputable in the market. The division values also include the
quality. This ensures that they process quality water in the organization just like the company
value of doing best what they do.
Strategic direction
The vision of water division and mission as well as values in the organization will play a
vital role in guiding the strategic direction of the division. First, it defines the main reason why
the division is developed and the core reason why it exists. The mission, on the other hand,
defines the main objectives the division in the industry. This guides the division towards sticking
to the core business of the business to avoid ethical problems or deviating for the organization
main mission. Values of the division also guide the strategic direction by defining the
requirement from the leaders and the staff in the division. It also helps in upholding the
organization level of integrity that helps in protecting the company reputation. Quality is a basic
strategic requirement and the company should ensure that it is attained by the division as well as
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Strategic Plan Part 1
the entire company. Therefore, the values, vision, and mission play a vital role in guiding the
division into the strategic direction.
Guiding principles
The division will be committed to diversity. The division will support diversity through
hiring all people in the society. Nobody will be discriminated based on physical appearance or
language. Second, the division will also support ethical behavior. Anyone guilty of unethical
behavior will be subject to internals punishment and legal action. The employee is also exposed
to the risk of being fired from the division based on the magnitude of the unethical behavior. The
division will also ensure proper disposal of the waste materials. The bottles will be made of
disposable and easy to decompose materials to avoid causing an environmental problem
(Hopkins, 2015). It will also promote the local community by hiring some employees. The
division will also ensure that it settles the government demands to avoid legal issues. This will be
managed and done by the division accounting department.
Conclusion
In conclusion I spoke to you about my company, Coca-Cola proposing a new division,
the water division. This division meets the needs of the customers and the Coca-Cola Company
has competitive advantages because of its leading position amongst other companies in the same
market. Our vision and our model for this division is a great and healthy alternative to what we
already offer our customers. This division also benefits our stakeholders and our buyers as we
move and strategize in the right direction while also increasing the employee population with a
great diversity and ensuring we do and take care of business accordingly and within guidelines.
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Strategic Plan Part 1
Reference
Elmore, B. J. (2015). Citizen Coke: The making of Coca-Cola capitalism.
Hopkins, M. (2015). Corporate social responsibility and international development: Is business
the solution?. London: Earthscan.
1
Strategic Plan Part 2
Strategic Plan Part 2: SWOT Analysis Paper
Yamilette Albertson
BUS/475
May 8, 2017
Maria Rutledge
2
Strategic Plan Part 2
SWOT Analysis Paper
Coca-Cola is a multi-national organization with a very much characterized and oversaw
inventory network framework that helps it to effectively source the law material and circulate the
finals items by the clients in many parts of the world. Be that as it may, the organization business
despises the restraining infrastructure in the business. Coca-Cola Company encounters some
opposition from the rivals in the market in spite of that it drives the market. It is known
everywhere throughout the world and is an exceptionally respectable organization
comprehensively (Elmore, 2015). Coca-Cola Company fabricates numerous items for the buyer
yet has not yet wandered into the water business. The company SWOT analysis, therefore, is a
key tool of knowing the best ways of managing the company.
SWOT Analysis Table
Internal Factors
Positive
Negative
Strength
Weakness
•
Culture
•
Strategy
•
Innovations
•
Leadership
Opportunities
External factors
•
Resources
Threats
•
Economic
•
The regulatory policies
•
Innovation
•
Economic
•
Social
•
Competition
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Strategic Plan Part 2
Culture and Resources Trend
The strengths of the organization will be based on the culture of the organization. The
management has been successful in ensuring a strong organizational culture which has been
advantageous as it has increased the productivity of the workforce. The strength has also given
the organization a competitive edge over other rival organizations. The weakness of the
organization is based on the resource trend. The raw materials required to make the purified
water might not be easily available. The chemicals that are necessary for the purification process
will have to be imported from other countries (Boueau & Jesuthasan, 2013). This means that the
organization will have to incur an extra fee in order to achieve the same.
Economic, Legal, Regulatory Forces and Trends
Coca-Cola is an international organization in that its products are supplied to individuals
across the globe as opposed to individuals in one country. The issue of the economic trend is
highly dependent on the recession that the countries are undergoing (Hopkins, 2015). During the
economic recession, people are less likely to spend and more likely to save. Therefore, during
this period of recession, the demand for the organization's products is quite a law as opposed to
the period when the economy is booming. More so, different countries including Europe which
houses the Coca-Cola organization undergo inflation if the last resort fails or if the government
of the day is unable to come up with fiscal policies that ensure that the country’s economy is
stable then the organization will be forced to increase the prices of their products (Coca-Cola,
2013).
An increase in the prices will often affect the demand for the product. This is because
fewer people will be able to afford the product and thus the demand for the product will not be
consistent with the supply of the same. More so, the organization's product cannot be termed as a
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Strategic Plan Part 2
necessity and thus, an increase in the prices is likely to affect the demand as people can easily do
without the soft drink. In 1999, the organization faced serious charges on the basis of a
discriminatory claim. The employees of the organization claimed that the organization failed in
that employees of color were the least paid. This can be termed as discrimination. The
information dominated the internet and for a long period of time, the organization lost its
customers. Different countries which act as consumers to the organization's product have
regulations. Most countries have a regulations board that determines whether the product has met
the threshold or if it is even fit for consumption. Although the soft drinks have in the past passed
the test, recent developments indicate that over consumption of the organization’s product might
not be healthy (Hassan, Amos, & Abubakar, 2014). More so, regulatory policies concerning the
customs fee that should be paid when importing or exporting products change from time to time.
This means that the due fee is quite high.
Criticism of Adaptation to Change
The organization is an innovative one. This means that the management often comes up
with different ideas which aim at ensuring that the organization is able to sustain in the economy.
In order to achieve this, the management is forced to implement different changes. One of the
recent changes that took place can be associated with the packaging approach that was employed
by the organization whereby the management decided to package the products on a first-name
basis with their clients. This approach was quite successful and it increased the sales of the
organization. In order to implement the change, the organization has to communicate the change
process (Boueau & Jesuthasan, 2013). The organization’s ability to adapt to change is quite
commendable. Employees and other stakeholders are resilient to change in that they are willing
to take part in the change process. More so, the organization is able to communicate the change
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Strategic Plan Part 2
to its stakeholders including the consumers. Consumers are aware of the anticipated changes that
the organization aims at implementing. This is a good approach and it actually acts as a
differentiating factor between the means of operation of the organization and other organizations.
Supply Chain
The supply chain generally refers to the movement of products from the manufacturer to
the consumers through the use of different middlemen. The supply chain will be created on the
basis of the mission and the vision of the new division. The supply chain will start from the
manufacturer which will be the Coca-Cola company. After manufacturing the solvent, the
division will circulate the same to bottlers who will bottle the soft drinks and brand the product.
After branding, the product is dispatched to different retailers including supermarkets and shop
owners among others. The products availed to the retailers are easily accessible by the
consumers who will then purchase the product.
During the chain, the organization will aim at ensuring that there are sustainability and
efficiency. The work done by the middlemen will have to be efficient in order to attract
consumers who will be willing to purchase the products. The division aims at ensuring customer
satisfaction and the satisfaction of the stakeholders and shareholders of the organization. Quality
will be a core value in the operation of the division whereby the management will aim at
ensuring that the division successfully comes up with high-quality products which can compete
in the market.
Conclusion
The organization aims at starting a water business which means that it will bottle water fit
for consumption. In order to achieve this, it is important that the management learns of the
challenges that it is likely to face. The SWOT analysis is crucial as it indicates the strengths that
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Strategic Plan Part 2
the organization will benefit from the weaknesses of the organization, the opportunities that are
available to the organization and the threats that face the organization among others. The
organization’s new product will face stiff competition from other water producing companies.
Therefore, it is crucial for the management to ensure that the new division has a competitive
advantage over other organizations. More so, the organization will be diverse which an
advantage to its operation.
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Strategic Plan Part 2
Reference
Boueau, J., & Jesuthasan, R. (2013). Transformative hr: How great companies use evidencebased change for sustainable advantage. San Francisco, Calif: Jossey-Bass.
Coca-Cola. (2013). Coca cola. Place of publication not identified: Spruce Books.
Elmore, B. J. (2015). Citizen Coke: The making of Coca-Cola capitalism.
Hassan, D. N., Amos, A. A., & Abubakar, O. A. (2014). An evaluation of marketing strategies
undertaken by Coca-Cola Company as a multinational corporation in Nigeria. Journal of
Business and Management, 3(2), 5-10.
Hopkins, M. (2015). Corporate social responsibility and international development: Is business
the solution? London: Earthscan.
1
Strategic Plan Part 3
Strategic Plan Part 3: Balanced Scorecard and Communication Plan
Yamilette Albertson
BUS/475
May 15, 2017
Maria Rutledge
2
Strategic Plan Part 3
Balanced Scorecard and Communication Plan
I.
Balanced scorecard outlining strategic objectives of the new division at Coca-Cola
Company
II.
Impact of the scorecard on stakeholders
III.
Developing a metric and target for each strategic objective in the balanced scorecard
IV.
Designing a communication plan
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Strategic Plan Part 3
Balanced Scorecard
Financial perspective
The new division at Coca-Cola plans to promote the financial
growth of the organization by;
•
•
•
Increasing the annual revenue
Maximizing the net profit of the organization
Minimizing the expenses of the firm by a significant
large percent
Customer perspective
Coca-Cola’s new division plans to promote
customer satisfaction and meet their needs by;
•
•
•
•
•
•
Providing products at lower prices
Improving customer services to the new
and existing clients
Making products affordable by making
varying package of products in different
quantities
Providing water products in high
quantities
Providing clean water to customers
Improving customer retention
Internal operations perspective
The division also plans to improve
operations within the organization by
utilizing strategic objectives such as;
•
•
•
Enhancing communications
within the organization and in the
new division
Promoting efficiency by utilizing
technological approach
Improving distribution channels
Learning and growth (Employee) perspective
The division plans to utilize motivational factors and
training to increase employee capacity
•
•
•
•
The division will work on promoting great
leadership through training
It will also enhance employee potential
The division will also recognize employees with
good performance
It will promote diversity at work by employing
individuals in society
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Strategic Plan Part 3
The balanced scorecard is a recognized business tool that is utilized by most company
executives to outline the mission, vision, and objectives of business (Gopinath and Siciliano,
2014). The scorecard is used as a tool that outlines the steps to be implemented in accomplishing
corporate goals. This tool can be effective in persuading the stakeholders to show support for a
company’s mission and vision. Also, the scorecard is crucial in making sure that all stakeholders
agree to the objectives outlined in the tool (Coombs, 2014). Therefore, in a bid to ensure that all
stakeholders buy into the objectives of a company a scorecard is the best tool to use to outline the
proposed objectives of corporate goals.
The above scorecard outlines the objectives of the new division to be opened at CocaCola firm. The new division plans to provide clean water to the public. The division also plans to
meet the customer satisfaction by providing the water products at an affordable and low price.
Also, the division wishes to make sure that it promotes diversity by hiring employees with
different perspectives and other features. These are some of the many objectives that the
scorecard will communicate to all essential stakeholders.
The customers, for instance, will be able to identify the length to which the Coca-Cola
Company is willing to go to meet their needs. It will communicate to the clients of the new
product in the division. It will also explain of how it will fulfill the customer’s needs by
providing clean and affordable water. On the other hand, the personnel at the company will be
made aware of how the company wishes to increase their motivation. The employees will
witness the steps the firm will take from the balance score card to recognize their efforts as well
as promote great leadership at the company (Bischoff, 2011). As such, employees will become
aware of the company’s involvement in their work.
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Strategic Plan Part 3
The shareholders will determine the benefits the company will offer by implementing
objectives outlined in the balanced scorecard. Also, these shareholders will be able to establish
the vision, mission, and goals of the company (Controlling and Berlin Balanced Scorecard
Approach, 2011). In turn, they can decide whether to support the implementation of these goals
or decline their assistance. Therefore, the scorecard affects the decisions of all stakeholders to the
Coca-Cola Company. When the stakeholders get to witness the objectives of the firm and the
benefits each of the goals provides to them, they can decide to support the implementation of the
scorecard. As such, the new division in the firm will receive support regarding finances and
contribution from employees to complete the objectives successfully.
Perspectives
Financial
Objectives
•
•
Measures
Targets
Increasing the annual
The increase in revenue
Have a cash flow of
revenue
of the division will be
$30 million in the
Maximizing the net
determined by the cash
next five years.
profit of the
flow.
organization
•
Minimizing the
expenses of the firm
by a significant large
Secondly, increase in
profitability will be
measured by the net
margin.
percent
Lastly, the reduction in
expense will be
determined by amount of
Increase profitability
by 15% in a year.
Reduce expenses by
9%.
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Strategic Plan Part 3
cash outflow.
Customer
•
•
•
Providing products at
The number of customers
Have approximately
lower prices
purchasing products in
one million
Improving customer
the new division will help
customers in the first
services to the new
measure whether
three months.
and existing clients
reduction in price is
Making products
effective.
affordable by making
varying package of
products in different
quantities
•
Providing water
Increasing number of
existing customers to
Increase in number of
more than one
customers purchasing the
million.
products will also
determine enhancement in
customer service.
Increase sale of
products by 50% in a
month.
products in high
Lastly, number of
quantities
•
products purchased will
Providing clean
help measure whether the
water to customers
difference in packaging,
provision of clean water
and in high quantities is
effective.
Internal
operations
•
Enhancing
The improved
Increase
communications
collaboration between
collaboration in the
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Strategic Plan Part 3
•
within the
employees at work will
organization and in
help determine
the new division
effectiveness of
Promoting efficiency
communication.
by utilizing
technological
approach
•
Improving
distribution channels
The efficiency of the
division will be measured
by observing how
resources in the firm are
firm by 65%.
Active use of
approximately 95%
of the organization
resources.
Increased number of
purchases by 50% in
a month.
utilized.
The number of products
supplied to the market
will determine efficiency
of distribution channels.
Learning
•
and growth
•
The division will
The potential of
Increase employee
work on promoting
employees in the division
potential by 93%.
great leadership
will be measured through
through training
quality of work presented.
It will also enhance
employee potential
•
The division will also
recognize employees
with good
Leadership capacity will
be measured by
establishing coordination
Promote management
capacity by 97%.
Increased number of
employees
recognized.
in the division.
Increase equality in
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Strategic Plan Part 3
•
performance
The number of employees
the employees hired
It will promote
recognized for their work
within the company
diversity at work by
will determine level of
in terms of different
employing
performance.
cultures and race
individuals in society
The increase in number of
among others.
employees from diverse
cultures will help measure
effectiveness of
diversification.
Communication Plan
Coca-Cola’s new division will employ a communication plan that will be used as a tool
for making all the stakeholders aware of the objectives and strategies to be implemented in the
scorecard. The primary purpose of the communication plan is to connect the target audiences, the
message to be communicated and the channels of communication (Lundgren and McMakin,
2013). The plan will outline the relationship between the target audiences which comprises of all
stakeholders and the message which is the objectives of the new division.
The target audience for the communication plan includes the employees, customers and
all shareholders of the company. The plan will communicate of the new products produced by
the new division which is water (Buser, Massis and Pollack, 2014). The tool will make clients
aware of the different packaging styles used for the water products. It will also advertise the new
product to the consumers to raise their awareness of its availability in the market. Moreover, the
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Strategic Plan Part 3
tool will share details concerning the price of the water and in what quantities it will be made
available.
The employees will receive information concerning the introduction of the new division
and the water products. Moreover, personnel will be informed of their requirements in helping to
accomplish the goals of the news division. The procedures and strategies to be used during
implementation will be communicated to the staff using the plan.
Consequently, all shareholders such as the investors, employers and the management will
be informed of the benefits of the new division. It will also communicate the objectives, mission,
and vision of the new section (Lindsey and Karen, 2013). Shareholders will be made aware of
any financial help required from them through the communication plan. However, the
communication plan requires channels through which each of the target audience will receive
essential information concerning the new division at Coca-Cola and its water products.
Coca-Cola is known to utilize the media as a means of advertising its products to the
consumers of its soft drink products. In the same way, the new division will utilize similar
procedures. The division will use TV adverts to make consumers in the markets aware of the
products. It will also utilize social networks such as Facebook and Twitter to notify the
customers of the new products in the new section. Additionally, the employees and shareholders
will receive email notifications concerning the new division. Also, a memo will be prepared and
sent to every essential personnel and shareholder concerning the introduction of the new
division, its mission, vision, and objectives. Therefore, the communication strategy will ensure
that the target audience receives the message of the new department in the organization.
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Strategic Plan Part 3
References
Bischoff, A. L. (2011). Balanced scorecard. S.l.: Grin Verlag Ohg.
Buser, R. A., Massis, B. E., & Pollack, M. (2014). Project management for libraries: A practical
approach.
Controlling and Berlin Balanced Scorecard Approach. (2011). (Controlling and Berlin balanced
scorecard approach.) München: Oldenbourg.
Coombs, W. T. (2014). Ongoing crisis communication: Planning, managing, and responding.
Gopinath, C., & Siciliano, J. (2014). Strategize!: Experiential exercises for strategic
management. Mason, OH: South-Western, Cengage Learning.
Lindsey, Karen. (2013). Leadership Breakthrough: Leadership Practices That Help Executives
and Their Organizations Achieve Breakthrough Growth. Authorhouse.
Lundgren, R. E., & McMakin, A. H. (2013). Risk communication: A handbook for
communicating environmental, safety, and health risks.
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