Vision
The Coca-Cola Co.’s Vision is to double sales worldwide by 2020. To achieve this, Coke understands they must capture the digital ecosystem and become a leader of the online world, as nontraditional platforms are capturing more and more consumption every day.
The current target market is comprised of adults between the ages of 18- 34. The market consists of various segments including: Whites (more so diet), Asians, and Latinos. However, Pepsi shares a very similar target market, but has effectively captured the Black/African American segment. Thus, Coke should not only focus its efforts on expanding on its current market, but garnering a portion of Pepsi’s market share as well.