Vision Creation &

Coca Cola’s Thirst Of

Sustainability
GROUP NO 4
 DIFFERENCE BETWEEN MISSION & VISION

• MISSION IS WHAT AN ORGANIZATION IS AND DOES. IT TELLS YOU WHAT NEEDS TO BE DONE.
HOWEVER LACKS DIRECTION.
•
• VISION IS A FUTURE SCENARIO, WHERE THE MISSION IS ADVANCED AND WHERE GOALS AND
STRATEGY ARE BEING EFFECTIVELY ACHIEVED. IT PAINTS A PICTURE OF FUTURE AND ARE
INSPIRATIONAL.
 REQUIREMENTS OF AN EFFECTIVE VISION

FUTURE FOCUSED VALUES BASED

DIRECTIONAL UNIQUE
CLEAR CHALLENGING
RELEVANT VIVID
PURPOSE-DRIVEN INSPIRING
 CHALLENGES OF CREATING EFFECTIVE VISION

• TOO SPECIFIC • MENTOR GRAPHIC CASE ANALYSIS

• TOO COMPLEX
• TOO VAGUE • 1980’S “BEAT DAISY” – TOO SPECIFIC,
• INADEQUATE INADEQUATE
• IRRELEVANT
• BLURRED • 1985 “SIX BOXES” – TOO SPECIFIC
• UNREALISTIC
• A REARVIEW MIRROR • 1989 “10X IMPERATIVE” – TOO
COMPLEX, CUSTOMERS COULDN'T’T
UNDERSTAND
 CASE ANALYSIS - PRESSURE ON COCA COLA

IN 2004 C-COLA WAS ACCUSED FOR :

• WASTEFUL
• UNETHICAL
• POLLUTING BUSINESS

Formal Coercive
External pressure
 RESPONSE

IN 2014  INTERNALLY FOCUSED  INTERNAL VISION TO EXTERNAL VISION

NO MARKETING TO CHILDREN
• FUNDS TO COMPENSATE WATER IT USES ANNUALLY
• ENVIRONMENTALLY FRIENDLY MACHINES TO REDUCE HYDROCARBON EMISSION
 COCA COLA’S 2018 SUSTAINABILITY VISION

“WORLD WITHOUT WASTE”

COLLECTING AND RECYCLING A BOTTLE OR CAN FOR EVERY ONE IT SELLS GLOBALLY BY 2030
AND RENEWING ITS FOCUS ON THE ENTIRE PACKAGING LIFECYCLE.

JANUARY 2018
 ISSUES AND DIFFICULTIES DURING IMPLEMENTATION

BARRIERS TO RECYCLING:
1. COLLECTIONS AND RECYCLING COSTS ARE HIGH
2. STRICT GOVERNMENT REGULATIONS
3. SOME COUNTRIES WITH DEPRIVED INFRASTRUCTURE
4. IF IT DOES, THEN NO MARKET FOR RECYCLED MATERIAL
5. AWARENESS AND INFORMATION
 HOW THEY WANT TO ACHIEVE ?

• THOSE WHO CARE – COCA COLA WILL EDUCATE AND INFORM THEM HOW TO RECYCLE THE
WASTE.

• THOSE WHO DON’T CARE – THEY AIM TO HELP THEM UNDERSTAND THE VALUE OF RECYCLING
THEIR COMMUNITY AND THEIR WORLD.
• HTTPS://WWW.YOUTUBE.COM/WATCH?TIME_CONTINUE=60&V=MD6ORHLBAAA
• HTTP://ADAGE.COM/ARTICLE/NEWS/COCA-COLA-LAYS-VISION-FUTURE-2010-
MEETING/140664/