COCA-COLA

MISSION 
“To refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness
through our brands and actions, and to create value and make a difference.”

VISSION
 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

VALUES 
“Leadership, collaboration, integrity, accountability, passion, diversity, and quality.”
Discuss if you agree with the VMV statements 

As a consumer who always avails their products and has seen their services, I disagree with the
Vision, mission, and value statements of Coca-Cola. I’ve experienced and seen on social medias their
negligence and carelessness.

In my view, as an individual, the mission of Coca-Cola is extremely customer-oriented. They

focused on the demands and needs of their client as they aim to “refresh the world” which gives
refreshment not only for the body but also for the spirit. To attest, our world is full of struggles, and
difficulties but through a glass of Coca-Cola, refreshes and energized us because the company doesn’t sell
a drink in a bottle but happiness in a bottle. The drink inspires people in one gulp, it serves as an inspiration
that despite the difficulties we’ve gone through in our situation today it signifies that there’s always a new
and fresh start for everything. However, as a consumer, I disagree. Coca-Cola is allegedly involved in some
racial, gender preference, and equality issues that differ from its mission. I’ve read reviews regarding those
issues and it stated there they did not like the disgusting assumptions and is being racist. It clearly
contradicts their mission which is to be a refreshment, happiness, and inspire people because it is
understandably offensive

On the other hand, I also disagree with the company’s vision. Considering that, in order to achieve
their mission, they should have set objectives in aiming it which will help on the progress and development
on the application in their workers. As a consumer, I was actually astonished at how they implemented their
strategy because it had impacted us and the brand itself embedded in our minds. Also, I know this is part of
their strategy where they focus on their brand rather than the product because customers will always
remember their brand. However, the company is associated with child labor, working hours, product safety
and quality, and the safety and health of all the workers. If that’s the case, they cannot apply and put into
practice their vision because it is not efficient and it doesn’t make them responsible. If the company wants
to spread happiness, refreshment, and inspire people, it should start from themselves. How can they
spread those if they have issues that need to attend to. Also, it decreases the productivity of their workers if
they didn’t secure their health and safety, the working hours, and especially they show child labor. In
addition, the company will not satisfy the needs and wants of the consumer if they have issues in the safety
and quality of the beverages they sell. Now, as a consumer, I’m having doubts if I’m still going to purchase
to their company hearing this issues. They may have good marketing strategies but are poor at
maintaining relationships with workers and consumers.

Coca-Cola’s values statements are Leadership, collaboration, integrity, accountability, passion,

diversity, and quality. And I agree with those core values because these values help to support the
achievement of the statement of the company’s mission but not in Coca-Cola. This is important to us,
consumers because the values will help us educate and understand the standpoint of the company and in
this way, we can perceive if their value reflects on their image and reviews that have been received
especially in the issues mentioned above.