Coca-Cola's Marketing Strategy - Essay Example

Coca-Cola's Marketing Strategy Introduction Coca-Cola Company is a renowned carbonated soft drink company all around the world and this essay will highlights one among its major weaknesses and ways of strengthening it. The company faces major environmental issues and among them is its consumption of water during the production process. This challenge as left the firm suffering negative publicity due and criticism from organizations those push for environmental conservation. Major Concerns The major concerns about the firm water usage are as follows. The company’s major raw material is water hence firm uses a lot of water (DuBrin 131). The company has been accused of using up water from the aquifers that are around their production plants creating acute water shortages around. Anders approximates that the firm uses almost three litres of water to make just one litre of Coca-Cola (12). They have been accused of discharging toxic water containing Malathion, DDT and chlorpyrifos. These are pesticides, which are carcinogenic and are known to lead to individuals’ immune systems being compromised. Besides the obvious health, concerns a rising from the toxic waste from the firm poses a major environmental threat to water reserves and the soil (White et. al. 15). DDT is a non-biodegradable pesticide thus its effects in the soil have a long-term effect to the soil and water and the communities around the enterprise. The company has been accused of dehydrating the communities around it destroying their agricultural calendars. Farmers are unable to sustain their farms, which they usually do by irrigation to sustain their crops putting their entire families at the risk of losing their lively hood (White et. al. 17). The impact of the water shortages has been felt most in the semi-arid areas such as Uttar Pradesh and Rajasthan where the company has over exploited the valuable resources. Remedy for Coca-Cola Water Issues Coca cola has made efforts in an attempt to conserve water such as cooling water recirculation, water reuse and water recycling, and proper use of de-ionized water (Anders 73). Besides the aforementioned techniques, the firm may consider employing landscaping as a major way of improving their ways of conserving water to help in settling the water disputes due to their high water consumption. The major ways which landscaping is employed in landscaping are as follows. Xeriscaping Landscapes This concerns careful designs of landscapes that would see to it very little water is used and wasted and increase the precipitation of nature. It takes in to consideration factors such as the climate of the area where Coca-Cola intends to develop (Austin 9). The landscaping also considers summer and wind patterns through the enterprise. In addition to the wind patterns, landscaping also factors in the topography of the land where Coca-Cola would love to set up its factories. Xeriscaping emphasizes mainly in the reduction of grass fields, which are used for aesthetic value but end up using a lot of water for irrigation to keep them lively. Incases the plants used in this landscape for require irrigation soaker and drip irrigation methods are used since they deliver water directly to the foot of the plant. The process also involves water harvesting during the rainy season to save on the water that runs into waste. Topography greatly determines the flow of water within the enterprise and is based on planning and design suitable plant selection to match with the soil properties of the region being developed, appropriate maintenance, pollution prevention since the is little or no grass turfs which require fuel for maintaining the turfs and it may also be done manually , water conservation and soil analysis (Austin 12). Merits of Xeriscaping Landscapes This is a major method that has wholesome benefits, which include reduced water loss, it ensures that rainwater is used to the maximum. Ornamental plants used in such a landscape in times of drought require little water for irrigation, decreased energy use, reduced heating and cooling costs, it makes it possible to avail more water for other domestic and environmental and the societies uses, lower labor and maintenance cost (White et al. 93). It provides a habitat for the indigenous plants and animals. In addition to the numerous advantages of Xeriscaping landscapes, they also have a more impressing visually. Statistical analysis of landscaping as a method of water conservation The graph above illustrates the advantages, and efficiency, that xeriscaping has on water consumption. Xeriscaping, over a period of twelve months, reduced water consumption by a significant ratio compared to what was previously being consumed by conventional landscaped plants. Financial Advantages of Landscaping In Water Conservation Water conservation has great financial returns not only in low water supply but also in areas with abundant water supply. This is because it generally reduces the electrical bill due to reduced pumping costs (Irvine 49). It also reduces the money spent on treatment of water. It also increases the reliability of water supply saving on extra money that would have been spent incase water supply was cut short. Funds that would have been spent on expense if conservation were not done can be used in the diversification of Coca-Cola’s portfolio. The company would also reduce pertinent court issues regarding their water pollution and other disputes regarding similar topics. Xeriscaping landscaping could significantly reduce the water loss in the Coca-Cola firms if they adopt this type of technology. As study done in five industrial sites revealed that up to sixty six million gallons of water were saved out of conservation using landscape oriented methods (Anders 68). The financial impact of these reflected to investments funding of up to 84% after one and half years of conservation. Shortcomings of Xeriscaping Landscapes as Water Conservation Method The use of xeriscaping as method of landscaping would translate to the Coca-Cola spending a lot more during the establishment of its premises. It would cost the company a dollar to two and a half more dollars compared to the more common methods of landscaping per square foot. Counter Argument Xeriscaping landscape encourages use of gravel, which may be injurious. According to White et al, xeriscaping may be expensive to implement compared to other landscapes (96). It may also encourage the reintroduction of unwanted old species such as rattlesnakes and coyotes. It has also considered aesthetically unpleasant due to reduced use of vegetation cover. The outdoor activities of the firm are considered In conclusion, xeriscaping concentrates on the efficient use of water by firms and individuals. Using drought resistant plants, and other related techniques, Coca-cola will have the ability to conserve and utilize water in their plants. Coca-cola, through xeriscaping, will benefit from soil improvement, which will reduce complaints from conservation bodies. Through xeriscaping, Coca-cola will display its environmental-conscious aspect of its operations; thereby, winning the hearts of many along the way. Works Cited Anders, Julia. Coca-Cola's Marketing Strategy: An Analysis Of Price, Product And Communication. Munich: GRIN Verlag GmbH, 2013. Print. DuBrin, Andrew J. Essentials Of Management. Cincinnati: South-Western College Pub., 2000. Print. Water Conservation. Irvine, CA: Saddleback Educational Publishing, 2009. Print. White, Kim Kennedy, and Leslie A Duram. America Goes Green. Santa Barbara: ABC-CLIO, 2013. Print. Xeriscaping: Promises and Pitfalls. Austin, Tex.: Water Conservation Division, City of Austin Environmental & Conservation Services Dept., 1994. Print. . Read More