Every component of the strategy works together for the development of the organization. In the business scenario, the management formulates the overall strategy, which is to be followed by the smaller units like the different departments of the organization. Evaluating the market and the aspects of the company arrives at the choice of the strategy. There are different tools in assessing the market conditions and the features of the company like the SWOT analysis, PEST analysis, Five Forces, STP etc. These evaluation techniques give a detailed picture of the market conditions and the features of the company. This helps in the formation of the strategy by the management. The main aim of the company is to increase the sales of the company and the strategies underline this notion. After the evaluation of the features of the market and the company, the management selects a strategy that will pertain to the development of the company. (Strategy, n.d.; What is strategy, n.d.; Applied Strategic Technologies, n.d.; Jenkins, Ambrosini and Collier: 2-4)
In this paper, two companies have been taken through which a detailed analysis will be undertaken in the case of the strategic management. The companies in question will be Pepsi and Coca Cola. Pepsi and Coca Cola share a traditional rivalry in the soft drinks market and are the two biggest players in the market. The development of the companies has been possible because of the visions of the management in setting up of the strategies of the companies.
Strategy is perhaps the most important functions of the management. The performance of the companies depends on the strategies undertaken by the management to a major extent. As the importance of strategy has been underlined so far, a question rises – What is strategy? Strategy can be comprehensively defined as follows:
"Strategy is the direction and scope of an organisation over the long-term: which