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Mission statement of Coca Cola

By Ovidijus Jurevicius | 07.09.2013 | Comments

Company Background

Name The Coca Cola Company
Logo The Coca Cola Company logo
Industries served Beverages
Geographic areas served Worldwide
Headquarters U.S.
Current CEO Muhtar Kent
Revenue $ 48.01 billion (2012)
Profit $ 9.01 billion (2012)
Employees 146,200
Main Competitors PepsiCo Inc., Dr Pepper Snapple Group, Inc., Unilever, Groupe Danone, Kraft Foods Inc., Nestlé S.A. and many other companies.

The Coca Coola Company is the largest beverage business in the world serving more than 200 countries and offering more than 500 brands.

Mission

Coca Cola mission statement 2013

“To refresh the world - in mind, body and spirit… To inspire moments of optimism - through our brands and actions… To create value and make a difference everywhere we engage”
Evaluation
Does it include...?
Customers Products/Services Markets
No No Yes
Technology Concern for survival Philosophy
No No Yes
Self-concept Concern for public image Employees
No No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Customer-oriented
No No Score
Excellence Integrity
No No 1.3/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

Coca Cola Company’s mission is quite poor and we have evaluated it only 1.3 marks out of 4.5. The mission only includes two components and doesn’t mention any values by which the company guides its actions. It is customer-oriented, which means that the mission is flexible and enduring.

Yet it seems that Coca Cola mixed its vision statement with a mission and revealed their reason for being in the vision. Coca Cola’s vision includes following six Ps:

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.
Productivity: Be a highly effective, lean and fast-moving organization.”

Company’s vision describes firm’s customers, products, markets, concern for survival, philosophy, self-concept, concern for public image and concern for employees, which is exactly what a good mission should include. Coca Cola also provides seven values, which guide its employees’ actions, but doesn’t mention any of them in its mission.

  • Leadership
  • Collaboration
  • Integrity
  • Accountability
  • Passion
  • Diversity
  • Quality

We can conclude that Coca Cola’s mission is created poorly and should be replaced by its vision statement and include at least some of the values mentioned separately. By doing this, the company would be able to clearly communicate its 'reason for being' to all stakeholders in one coherent statement.

Sources

  1. Coca Cola Company (2013). Mission, vision & values. Available at: http://www.coca-colacompany.com/our-company/mission-vision-values
  2. Coca Cola Great Britain (2013). Coca Cola’s mission, vision & values. Available at: http://www.coca-cola.co.uk/about-us/coca-cola-mission-vision-statement.html

Written by Ovidijus Jurevicius

I'm interested in strategic management, business strategy or any other business related topic. I like sharing my knowledge and ideas about these topics with you. Let's hope you like them!

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