Contents

• Executive summary
• Introduction
• o Company Overview
• o Environment / Industry Overview
• Future Objectives for CCA
• Theory of Strategic Planning
• o Importance of Strategic Planning
• o Framework for strategy development at CCA
• o Measurement of success of strategic planning and actions
• Strategy Development, Monitoring and Measurement for Identified Objectives
• o Consolidation of leadership position in the non-alcoholic beverages segment
• o Leverage technology to improve operations
• o Increase market share of CCA in the premium beer segments
• o Increase market share of food segment of CCA
• Conclusion
• References

Description

Coca Cola Amatil (CCA) operates in two segments – beverages and food products, being the Australian market leader in the former. Due to changing consumer profiles, tastes and health and wellness consciousness CCA needs to continually invest in a well diversified portfolio to reduce its dependence on this segment which has reached saturation in the Australian market. CCA therefore must strategically plan to increase its diversification efforts in premium beers (alcoholic beverages), food products (in the health and wellness segment which have synergies with existing brands). In addition, it needs to plan and budget for continuous product, packaging and marketing innovations in existing products and work towards leveraging technology better so as to make its operations more effective and efficient.