The Strategic Management of Coca-Cola and Starbucks Company

Main Article Content

Sukhumpong Channuwong


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.


Download data is not yet available.

Article Details

Research Article


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

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.