Introduction
Companies always operate in a certain environment; the formulation and implementation of business strategy are also restricted by the particular environmental factors. In other words, environment decides the enterprises’ strategy, decisions making, organizational structure and management styles. The environmental awareness has become the starting point of the environment analysis. In general, the corporate strategy has two environment factors to consider, internal and external environments. Furthermore, because the influence degrees are different, the outside environments divide into the macro environment and industry environment.
The productivity and operation of modern enterprises have been increasing impact from the external environment. The strategic management for the organization need has an overall and objectives analysis about the change of the external environment, based the research result to set up the organizational goals and strategy plans. The enterprise and its external operation conditions are in an interaction and interrelated relationship. The purpose of study on the peripheral environment is supporting a chance to the organizations to finger out the possible developing opportunity and potential threat, use them to be the conditions and limitations to develop the business strategy.
Background information:
The Coca-Cola Company was established in 1892, headquartered located at Atlanta, United States Ochoa, is the world's leading owner and marketer of non-alcoholic beverage brands and the world’s largest manufacturer largest beverage company, which has a 48% global market share. Along with the world most valuable brand Coca-Cola, The Coca Cola Company own and market four of the world’s top five non-alcoholic sparkling beverage brands, including Diet Coke, Fanta and Sprite. The Coca Cola Company own or license and market more than 500 non-alcoholic beverage brands, which include waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Coca Cola has expanded its operations over the past 120 years. They now operate in over two hundred countries with nearly 2400 product offerings. (2009)
The objective of The Coca Cola Company is to use their “formidable assets brands, financial strength, unrivalled distribution system, global reach, and a strong commitment by our management and associates worldwide to achieve their long-term sustainable growth.” (Coca Cola 2010) Coca Cola has expanded its operations over the past 120 years and more than two hundred countries. As the Coca Cola Company’s website described, they refer to their employees as “associates.” The company had 92,800 associates worldwide in 2009; more than 87% of them are outside of the U.S. (Coca Cola 2010)
The Coca Cola Company got the first position in the beverage market, depend on their strategic business combination, they are owned four of top five most popular soft...
