Our vision

Our vision

      Our vision, strategy and approach

      Coca‑Cola HBC wants to be the undisputed leading beverage company in every country where it does business, including Armenia.

      Coca‑Cola HBC Armenia’s approach reflects who we are and how we behave. 

      Our values

      Everything starts with our values. They are what make us different and motivate, inspire and energise us to help us reach our goals. 

      • Authenticity: we have deeply felt values, act with integrity and do what is right, not just easy 
      • Excellence: we strive to amaze, with passion and speed 
      • Learning: we listen and have a natural curiosity to learn 
      • Caring for our people: we believe in our people, invest in them and empower them 
      • Performing as one: we believe in the power of working together, contributing in every interaction 
      • Winning with customers: our customers are at the heart of everything we do 

      Our people

      Our people play a fundamental role in the sustainable growth of our business. This is why we are committed to recruiting, developing and engaging talent and encouraging a high performance mindset across the business. 

      Strategic framework 

      It all comes together in our strategic framework, driven by four strategic priorities: community trust, consumer relevance, customer preference and cost leadership.


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      We are in good shape for growth, as we are an inherently competitive selling organisation. Our strategic framework reminds us that success will come from collaboration across the business and with our partner in growth, The Coca‑Cola Company.


      Strategic priorities

      To deliver our vision we focus on four strategic priorities.

      For almost a decade, Coca‑Cola HBC Armenia has worked to embed corporate responsibility and sustainability into all of our business processes and decisions. We identified the environmental and social issues that are most material to our business, consulted with key stakeholders and developed ambitious strategies and commitments to create value for all stakeholders and minimise negative impacts. We have also consistently set ambitious long-term targets and reported against them, holding ourselves accountable to delivering on our commitments. 

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      Community trust

      Building trust within our communities 

      We believe that our business can only be as healthy and strong as the communities in which we operate. In the long run, healthy, sustainable businesses require thriving communities. Trust is the foundation of our relationships with customers, consumers, employees, institutions, business partners and shareholders, and we build trust by focusing on three strategic objectives: to produce wealth for the community, to reduce our environmental impact and to promote well-being.

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      Consumer relevance

      Offering our consumers the right products for all occasions 

      For Coca‑Cola HBC Armenia, consumer relevance means meeting and exceeding consumer expectations by offering the right products, in the right packs, through the right channels for the right occasion. We continuously increase our product range delivering high quality standards for each product. These products must be consistently fresh, in premium condition, and presented cold when that is appropriate. 


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      Customer preference

      Delivering the products and services our customers expect 

      Building successful relationships with our customers is fundamental to our success. We work hard to ensure our people are constantly focused on customer needs and satisfaction. We aim to exceed expectations in terms of delivery and execution to be the best supplier, and work as partners in creating value to achieve the best possible relations with clients.

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      Cost leadership

      Focusing on a cost efficiency mindset 

      In 2016, raw material costs were stable compared to 2015, and foreign exchange movements in certain countries continued to have an adverse impact on our profitability. However, our focus on cost control continued, and this helped to ensure that the increase in revenues due to price and product mix improvements benefited our bottom line. Our comparable operating margin increased from 7.5 percent for 2015 to 8.3 percent for 2016.

      Our wider purpose

      We believe what we do matters – to our business and beyond.

      In Armenia, as in every country in which Coca‑Cola HBC operates, we have an impact on the lives of consumers, our employees and communities. This brings a wider responsibility – a wider purpose for our business. 

      That purpose is to bring togetherness, spread happiness and inspire a better future. 

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      In 2016 Coca‑Cola HBC Armenia celebrated its 20th annniversary

      Our purpose motivates our people to make a meaningful contribution – not just to our business but to society as a whole. It expresses our love for our brands, the passion we have for our business, our care for one another and our optimism which keeps our aspirations and expectations high. 

      Togetherness is what defines us – we always stand up for one another, look to bring meaning to our everyday lives and contribute to the greater good of the world  

      Happiness is what we spread with every bottle in the marketplace. Our happiness comes from within and it spreads – to our consumers, customers and partners as we share our love for our brands and our joy in life  

      A better future as, every day, we are inspired to keep giving to our communities so we can grow together towards a sustainable future.