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Internal Value

In: Business and Management

Submitted By cannyj2
Words 253
Pages 2
The internal value strategy describes how a company competes in the marketplace.
Coca-Cola’s core capacities include consumer marketing, commercial leadership, and franchise leadership.
As an approach to its consumer marketing, Coca-Cola implements integrated market programs to raise people’s awareness of the brand so to increase sales volume.
To develop its competitive advantage in commercial leadership, the company takes the initiatives to understand customers’ needs and build the right promotional tools.
As for the franchise leadership, Coca-Cola has identified the importance of growing together with its bottling partners. By sharing market information and aligning incentives, Coca-Cola and its bottlers have worked collaboratively to stay in tune with market trend.
While Coca-Cola's core capacities are supporting its fundamental operation, the company also faces several challenges.
With our society's growing awareness about healthy lifestyle, more people concern about consuming Coca-Cola's products because they contain high level of sugar. Coca-Cola’s primary response to this problem is support for activity programs.
Food safety is another challenge. Water, as the main resource for its products, is faced with shortage and pollution. Coca-Cola has developed a program that specifically deals with water-related issues.
Also, As Ayaka mentioned, Strong competitors, such as Pepsico, have always been a risk for the company. Coca-cola has responded to the intense competition by differentiating products and expanding to other segments.
In general, As the largest nonalcoholic beverage company in the world, Coca-Cola presents a clear set of information through its annual reports and…...

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