The company whose mission statement I will examine is Cott. Cott formed in the 1950s in the USA and were marketed as a standalone brand of drinks, shifting in the 1980s towards providing generic, unbranded soda drinks and shelf stable juices to supermarkets and other major chains (Cott, 2014.) Since then, they have bought other companies providing such supermarket-based brands as Ben Shaw, After Shock Energy and Red Rain (Wikipedia, 2016.) Cott's mission statement is “to be the lowest cost, preferred supplier of a broad range of attractive and innovative private label soft drinks to aligned retailer partners” (Mission Statements, 2016.) Looking at the Cott 'About Us' website, their range of beverages include such low cost drink brands as Vess, …show more content…
For instance, “In June 2013, Cott’s U.K. reporting segment acquired 100% of the share capital of Cooke Bros Holdings Limited, which includes the subsidiary companies Calypso Soft Drinks Limited and Mr. Freeze (Europe) Limited. Calypso Soft Drinks produces fruit juices, juice drinks, soft drinks, and freezable products in the United Kingdom” (Cott, 2014.) It would appear that, not content with manufacturing their own brands of drinks, they have now taken over other renowned competitors across the globe. Additionally, they are now internalising production, ostensibly as opposed to purchasing ready made products previously. “In addition to serving thousands of private label lines with more than 145 blends of juices, Cott’s Cliffstar subsidiary presses most of its own grapes, cranberries, and prunes to ensure consistent quality, flavor, and color in all its beverages” (Cott, …show more content…
Infact, its mission and vision appear to have guided its strategy of diversification and the takeover of other, already present businesses. In order to become the lowest cost, preferred supplier of low cost drinks (Cott, 2014) they are purchasing other companies to add those brands to their roster, and possibly also to remove any competition. Further proof of this is that, according to their website, they are now even producing alcoholic drinks such as beer for supermarkets who have their own brand lines (Cott, 2014), which is testament to their adaptivity in spotting an opportunity to spot demand for cheap drinks and become the provider of that 'in demand'