Problem:
Use Coca-Cola and identify one of its competitors for the following task. The Standard & Poor's Industry Surveys are good resources for this activity. Then, using the nine components and nine characteristics of a mission statement as described in your text, compare the two mission statements with special emphasis on competitive advantage.
Note: Gaining and sustaining competitive advantage is the essence of strategic management according to David (2011). Be sure to highlight the distinctive competence of the two companies to differentiate their self-concepts.
The nine characteristics are: Customers, Products/Services, Markets, Technology, Concern for growth, Philosophy, Self-Concept, Concern for Image, and Concern for Employees.