Analysis of approaches to TNCs' strategy management in the soft drinks market in terms of crises

The purpose of this paper is to evaluate changed approaches to strategy management applied by trans-national corporations (TNC) in time of economic crisis and in the increasingly competitive and aggressive business environment. This paper is based on TNC's that operate in the soft drinks market with a particular emphasis on key leaders in the industry, such as Coca-Cola and PepsiCo. Upon the review of approaches to crisis strategy management used by leading TNCs, we have identified multiple key approaches to strategy management that relate to commercial and organizational aspects of functioning. Among the identified approaches, there are preferences for projects with high net present value (NPV) and threshold internal return rate (IRR), projects with high IRR, but low NPV; Matrix model of business management; shell-type corporations with introduced multi-level decision-making model; strategic alliances; and finally the 2G integrated approach that assumes integrated efforts and involvement of facilities that belong to various corporate business units. The research has also led to the recognition of common aspects in strategy management in TNCs in the CIS market. © 2016 International Information Institute.