Case Study Coca Cola
Goizueta became a CEO in Coca-Cola in 1981. Bold and aggressive, Goizueta ensured Cokes position as the worlds most-recognizable brand product while making the Atlanta-based company one of Wall Streets most valuable. Cokes value zoomed from less than $5 billion in 1981 to nearly $150 billion in 1997. What was Goizueta?s vision that gave Coca-Cola such success
Goizueta?s vision was to sell Coke in the whole world, in the USA, Europe, the East block and also in places like Russia, Brazil, and Indonesia. He?d sold his Coke to the world. Coke?s success under Goizueta was to a large extent propelled by a globalization vision.
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In 1982, after a year into the top job, he introduced Diet Coke, which became an immediate success and now is now the No. 3 soft drink in America. Due to Pepsi?s gain, he changed the formula in 1985, only to revive Coke “Classic” three months later.
After Goizueta died in 1997, Ivester took over this job as CEO, and refused to abandon the vision and mission of his predecessor. Why might Goizueta?s vision have cause trouble for Ivester
About the time Ivester become CEO, countries like Russia, Brazil and Indonesia experienced crisis. As incomes within those
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