Comparing what is planned versus what you recommend is an important part of the case analysis. Do not recommend what the firm actually plans, unless in-depth analysis of the situation reveals those strategies to be best among all feasible alternatives. This exercise gives you experience conducting research to determine what a firm is doing now as well as what they should do in the next fiscal year.

Complete the Strategies in Action; Assurance of Learning Exercise 5B of your text.

• Step 1: Go to the Coca-Cola corporate website and click on Press Center. Read through the most recent ten press releases.
• Step 2: Determine two strategies that Coca-Cola is actually pursuing. Give some pros and cons of those two strategies in light of the guidelines presented in Chapter 5.
• Step 3: Determine two strategies that Coca-Cola is not pursuing. Give some pros and cons of those two strategies in light of the guidelines presented in Chapter 5.