The mission statement of Coca Cola company states that “Our mission statement is to maximize shareowner value over time. “ To achieve this mission coca cola marketing has decided to create value for all the customers they serve, which includes their consumers, their bottlers, as well communities where the company operates. The coca cola marketing creates value by following comprehensive business strategy, which is basically guided by certain principles and belief. These principles / beliefs of coca cola marketing  are

* consumer demands drive everything we do,
* brand coca cola marketing is the core  business,
* We will serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink through out the day,
* We will be the best marketers in the world,
* We will think and act locally and
* We will lead as a model corporate citizen.

The ultimate objective of coca cola business strategy is to increase volume as well as expand their share of world wide non alcoholic ready to drink beverages , sales, and at the same time maximize their long term cash flows.  They also aim to create economic value added by improving economic profit.  With coca cola marketing, they have been able to create a system that has more than 16 million customers around the world that sells or serves their products directly to consumers. The focus of coca cola marketing is on enhancing value for these customers and helping them grow their beverage businesses. They strive to understand each customer’s business and needs, whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market