Value Discipline for Coca-Cola Company?




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Gloria Parsley
Student (MBA), United States

Value Discipline for Coca-Cola Company?

Would you agree that the Coca-Cola Company's primary value principle is Operational Excellence? Although they are innovative in product leadership and aggressive in their branding and customer intimacy, it seems that their main focus is operational excellence.
I'm interested in hearing other opinions.
 
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Jaap de Jonge
Editor, Netherlands
 

Coca-Cola Value Discipline

Thanks for your question. Imho the main strengths of Coca-Cola Company (CCC) are in its strong and global mother brand (Coca-Cola), sub-brands (Coke, Sprite, Fanta, etc) and even sub-sub-brands (Zero) and obviously in marketing (global, lifestyle). This would primarily point in the direction of Product Leadership. Even if they are also Operational Excellent in their global distribution capabilities.
Customer intimacy however is not something I associate with CCC.

   

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