VRIO FRAMEWORK OF COCA-COLA
HEADQUARTER –U.S. INDUSTRY SERVED- BEVERAGES CEO - James Quincey MAJOR COMPETITOR- PEPSICO VRIO FRAMEWORK VRIO tool used to analyze the firm internal resource and capabilities to find out that they can be a source of sustained competitive advantage. This tool is developed by BARNEY J.B, according to him, the resource must be valuable, rare, imperfectly imitable and non-sustainable VALUABLE : coca- cola resource considered valuable if they add value by enabling a firm to exploit opportunities or defend against threats. This is done by increasing differentiation and decreasing the price of the product. coca cola manages their brand image in global market and connects with people all over the world due to their different and unique taste. They had better sales and long reputation as the leader of the cola world. Coca-cola biggest formula is the biggest success and differentiates their product from the other beve