Read Ch 2 (below) and complete steps 1 and 2 . For Coca-Cola's Mission Statement use the mission statement given at the top of page 29 in the Cohesion case.

Step 1: In a word-processing document, construct a 9 X 2 matrix. Place the nine mission statement components down the left column. Across the top of the file have two columns, one being Coca-Cola and the other being PepsiCo or Dr Pepper Snapple.

Step 2: Write Included or Not Included in each cell of your matrix to indicate whether you feel each particular mission statement includes the respective mission statement component written from a customer perspective. Justify your opinion.

Core Values, Vision, and Mission CHAPTER 1 * THE NATURE OF STRATEGIC MANA Provided on the corporate website, Coke's core values conter on seven words: leadership, collaboration, integrity, accountability, passion, diversity, and quality. Coke's vision statement has not changed in more than a decade; provided on the corporate website, it reads (paraphrased): People: To be a workplace where people are inspired to be the best they can be. Portfolio: To offer quality beverage brands that anticipate/satisfy consumer desireseeds. Partners: To nurture customers and suppliers working together to provide value. Planet: To be a responsible citizen helping build and support sustainable communities. Profit: To maximize long-term return to shareowners given our overall responsibilities. Productivity: To be an effective, lean, and fast-moving company. Coke's mission statement too has not changed in more than a decade and is given on the corporate website; it reads (paraphrased): "To refresh the planet; to create moments of optimism and happiness; to provide value and make a difference." Business Ethics and Diversity The Coke website says the company "directs zero advertising targeted to children under age 12 " Also, in regards to business ethics, the company places substantial nutrition information, including calories, on the front of most of their cans and packages. A wide range of packaging sizes are provided and over 100 reduced, low, or no-calorie beverages, Coke annually publishes an elaborate Sustainability Report that details the company's water stewardship, women's economic empowerment, and philanthropic giving. In addition, the company's year 2020 sustainability goals include the fim giving back 1 percent of the company's operating income annually, and recovering 75 percent of the recyclable bottles and cans introduced into developed markets. The report is available on the corporate website. Financial Position Coke's fiscal year ends on December 31. As indicated in Exhibit 1, Coke posted revenues of $35.4 billion in 2017 , compared to $41.8 billion in 2016 , a 15 percent decline. Net income was $1.28 billion compared to $6.66 billion in 2016 , an 81 percent decline. Declines in both of these numbers are alarming. Note all the negative numbers in Exhibit 1, even though for most companies 2017 was a very properous year. Coke's balance sheets are provided in Exhibit 2. Note that Coke purchased $3.7 billion of its own stock in 2017. In 2017, Coke paid $5 billion out to shareholders in dividends even though the company's net income was only $1.28 billion. Thus, basically the company borrowed money to pay dividends; this event resulted in a negative retained earnings for the year 2017 and a large drop in retained earnings on the 2017 balance sheet, as shown in Exhibit 2. Note in Exhibit 2 that Coke's paidin-capital increased a whopping 89 percent in 2017 revealing high use of equity as a source of capital. source. Based on information at www.coca-colacompany.com