3. External Fit (Diamond E. Model)
3.1.) Management Preferences
The senior management team wants to increase the efficiency and effectiveness in the production and bottling sector with regards to economies of scale. Coke continues to increase production at a low cost.
Moreover, the senior management continues to think about new products, develop beverages, make new programs and promotions, and meet the needs of customers. Coca cola recently launched their plant bottle packaging, which basically means they have created their PET bottles from plant based materials and continues to update their technology with regards to quality control and use better material for their products.