The beverage industry is the most competitive industry comprising of products categorized in two segments: alcoholic-based and soft-drink. The soft drink industry has products ranging from carbonated drinks, juices and water where carbonated drinks are consumed the most…
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However, rising environmental concerns and 'green' initiatives adopted by various multinational companies have led Coca-Cola to adopt green marketing strategy. However, it is felt that the initiatives undertaken by them have yet to impact their brand image. This paper will highlight the importance of maintaining their market positioning and careful selection of target segment which will help the company to have more impact when introducing 'green' marketing initiatives. Let us write or edit the essay on your topic "The Coca-Cola Company" with a personal 20% discount.. Try it now The paper recommends initiatives like use of renewable energy, celebrity endorsements, use of social networks site and presence in various 'green' events to build on their brand image of a 'green' organization.
Coca-Cola is a multinational company with majority of its products ranging from varieties of carbonated drinks, juices and water. Carbonated drinks account for a major segment of soft drink industry. Soft drink has been increasingly popular among the younger generations and is the fastest growing industry in the beverage-industry. Coca-Cola has a strong market presence in the soft drink industry and has been continuously introducing various new products to satisfy the needs of their existing customers as well as attract new customers. ...
Carbonated drinks account for a major segment of soft drink industry. Soft drink has been increasingly popular among the younger generations and is the fastest growing industry in the beverage-industry. Coca-Cola has a strong market presence in the soft drink industry and has been continuously introducing various new products to satisfy the needs of their existing customers as well as attract new customers. Through acquisition of local soft drink products, they have been strategically gaining competitive edge and strong local market presence.
Coca-Cola's market strategy has helped them achieve high revenue and a strong brand image. Marketing strategies including buzz marketing, viral marketing, and celebrity endorsements have helped Coca-Cola to retain its brand image as well as remain competitive in the soft drink industry. In recent past, protection and preservation of natural environment have been one of the key promotional themes of many major corporations which are highlighted through 'green marketing'.
Green marketing is a term that is used for activities spanning manufacturing a product to selling that product with a minimum impact on the environment. Environmental concerns like plastic disposal, wastewater discharge and increased energy consumption are some of the targets that companies have been considering. In view of these corporate-trends, the soft drink industry with Coca-Cola leading the bandwagon changed its manufacturing, packaging and distributing practices to address the environmental concerns and projecting themselves to be partners in the novel cause.
With rising global concerns, consumers are also becoming more aware of their environment. They are becoming eco-friendly by
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The Coca-Cola Company is considered the globe’s largest drinks selling business, occupying over half of the international marketplace in carbonated soft beverages in addition to a considerable portion of the noncarbonated section. It possesses four of the globe's five best-purchased soft drinks.
Account Theory TABLE OF CONTENTS TABLE OF CONTENTS 2 INTRODUCTION 3 The Coca-Cola Company 3 CASE STUDY 4 RESPONSE 5 ANALYSIS 6 CONCLUSION 7 REFERENCES 9 INTRODUCTION For several decades, human societies have always considered ethics and accountability important components of processes that result in the creation of ethical values, and in the theories that allowed humans to acquire an understanding of the whole process.
Despite this, the company has faced a lot of ethical challenges that have threatened to slander the company’s name. Delineate the ethical issues and dilemmas (as found in Chapter 3) the company faced. In 1999, the Coca-Cola Company was faced with allegations that its products were contaminated after approximately thirty children from Belgium fell ill, following the consumption of Coke products.
In the third quarter results, the company posted an increased growth in sales volume as the sales grew by 2 percent (Ziobro, 2012). This was better than the previous year third quarter growth, which recorded a paltry 1 percent in same segment. The Coca cola also reported a net revenue growth by 5 percent to reach $5.67 billion in the North American segment in the third quarter an aspect that is attributed to a number of reasons.
Since non-alcoholic beverages fall within the food category under the FDA, the government plays a dominant role in the manufacture of products like Coca cola by setting out regulations within which the firms have to operate. If these standards are not met the firms are subject to heavy penalties.
The company produces more than 500 brands of beverage, mainly sparking beverages. In its product items there are also many ranges of still beverages products, such as enhanced water, juice drinks and juices, variety of ready-to-drink coffee and tea
The author explains that the Coca Cola Company has over the last two decades bee faced with several ethical dilemmas which have adversely impacted it. Some of these controversies have involved ethical allegations against the company, such as: conflicts of interests, financial misconduct and misappropriation, lies, racial discrimination.
Further information was about the company was obtained from a book about Coca-Cola company. Coca-Cola's SEC filings were obtained from the US Securities and Exchange Commission official website.The Coca-Cola Company is a corporation that operates as a manufacturer, retailer and marketer of non-alcoholic beverages syrups and concentrates.
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