Main Article Content
This study aimed to analyze the strategic management of Coca-Cola and Starbucks Company, which are the most successful companies in the global market. Success of these two companies is based on the good understanding of organizational environment and culture, marketing strategy, assessment of market trends, and analysis of competitors as well as social responsibility and social reward. Strategic management is a positioning of the organization in its competitive environment and then formulating and implementing strategy. Managers of these companies develop and maintain a keen understanding of the environment, in which their organization operates, from general economic conditions to the specific actions of competitors. The results from this study were found that in order to survive and to prosper, organizations need to manage their strategies, structure, resources and behavior carefully. Managing an organization’s strategies includes analyzing environment, setting goals and objectives, and formulating and implementing strategies. When these multiple strategic processes are effectively integrated and managed, an organization is well positioned for long-term survival and prosperous operations.
Article Accepting Policy
The editorial board of Thai-Nichi Institute of Technology is pleased to receive articles from lecturers and experts in the fields of business administration, languages, engineering and technology written in Thai or English. The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions. Therefore, those interested in participating in the dissemination of work and knowledge can submit their article to the editorial board for further submission to the screening committee to consider publishing in the journal. The articles that can be published include solely research articles. Interested persons can prepare their articles by reviewing recommendations for article authors.
Copyright infringement is solely the responsibility of the author(s) of the article. Articles that have been published must be screened and reviewed for quality from qualified experts approved by the editorial board.
The text that appears within each article published in this research journal is a personal opinion of each author, nothing related to Thai-Nichi Institute of Technology, and other faculty members in the institution in any way. Responsibilities and accuracy for the content of each article are owned by each author. If there is any mistake, each author will be responsible for his/her own article(s).
The editorial board reserves the right not to bring any content, views or comments of articles in the Journal of Thai-Nichi Institute of Technology to publish before receiving permission from the authorized author(s) in writing. The published work is the copyright of the Journal of Thai-Nichi Institute of Technology.
Burke, W. (2008). The most successful global companies. Business, 2, 32-35.
Douglas, N, (2008). History of Coca-Cola. Business, 5, 15-23.
Jay, B., & Ricky, W. (2009). The management of organizations: Strategy, structure and behavior. Boston: Houghton Mifflin.
Kelvin, b. (2008). News on consumers, food products, and government releases. Washington, DC: Food Marketing Institute.
Linda, P. (2008). Anatomy of a business plan. Chicago: Kaplan.
Louis, E., & David, L. (2009) Contemporary business. London: The Dryden Press.
Mary, W. (2008). Ten most admired companies in America. Business, 3, 23-28.
Pearce, J., & Robinson, R., Jr. (2009). Strategic management. Boston: Time Mirror.
Raymond, A., & John, R. (2009) Readings in human resource management. San Francisco: McGraw-Hill.
Scanlantan, B.K. (2007). Managerial leadership in perspective: Getting book to basic. Boston: Times Mirror.
Scholtes, P. R. (2007). The team handbook: How to use teams to improve quality. Boston: Times Mirror.
Sharon, S., & Alanson, V. (2007). Leadership communication and interpersonal relations. Boston: Times Mirror.
Smith, C. (2008). History of Starbucks Company. Retrieved January 10, 2008, from https://www.starbucks.com
Turban, E. (2008). Electronic Commerce: A managerial perspective. Upper Saddle River, NJ: Prentice Hall.
Turner, N. (2008). Marketing brainstorm work. Investors Business Daily, 12, 24-25.
William, M. (2008). Starbucks Company’s mission statement. Business, 12, 23-24.