P. 86 ex. 3

Part 2 I = Interviewer, MS = Marjorie Scardino

I:	What trends do you see emerging in the strategy of large companies?
MS:	I'm not a great student of everybody else's strategy, but I would suspect they are trends towards globalism, toward having more international operations, rather than simply having a national business. They are probably trends towards more focus on people, and more focus on the people who work in a company as the company. And probably more a change in the management style of companies towards more teamwork and more collegiality and less sort of authoritarian ways of running the company, and therefore the ideas that come from that kind of an organisation.
I:	What strategies have influenced or impressed you?
MS:	There's one... Strategies that impress me are strategies that are extremely clear, and define a very unique goal. I think one of the strategies that impresses me is Coca-Cola's. And I'm sure it's strategy has several levels. But it is encompassed in what they call their 'goal' or their 'mission', which is something like: Put a cold bottle of Coca-Cola within arm's reach of every thirsty person in the world. So that means: here's what their main product is – and they're going to focus on that; they're going to focus on international markets, not just parochial markets; and they're going to focus on distribution, wide distribution and promotion. And so that sort of encompasses everything. That's a good strategy, very clear, I'm sure nobody who works in Coca- Cola doesn't understand what they're after.

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