Coca Cola Business Case Study Term Paper

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Lastly, there were also the issues that had long since followed the brand that Martin, reports on his article that deal with consumer concerns regarding past business practices, tainted soda cans and prejudice against Coke employees.

If I were the CEO of Coke, there are quite a few things that I would change within the structure of the company, branding and techniques. The first thing that I would do is change the face of the company, now let me be clear in exactly what I mean by this statement. Martin reports that the average age of the directors is 68. This needs to change, in my opinion it would be difficult to have innovate thought and concept originating in a room full of individuals whom possibly cannot move past the old ways and concepts that have continued through Coke from its origination up until now. There also needs to be more diversity among the directors, which currently include one female and one African-American member (Martin 8) another important step is to allocate funds to research better sources of natural sweeteners that are easily renewable and better for the consumer, taking into account the desire by consumers for healthier and less sugary beverages. I would continue to find more efficient ways of bottling the product and put more effort into advertising and market research relating to teens and young adults. Martin reported in his article that teens and young adults make up the largest population of carbonated beverage drinkers.

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Therefore, there purchase power and choice for drinks cannot be ignored. I would create a panel of teens and young adults that can help to formulate fresh ideas and concepts for the brand. It would also be beneficial to launch initiatives that would continue to support and increase market share outside of the United States.

On the other hand, I agree with the water conservation initiative. It is imperative that these resources be secured. However, as mentioned above something needs to be done regarding the amount of sugar used in a simple liter if coke. (Coke launches water conservation campaign) discusses that it takes between 46 to 66 gallons of water just to produce enough sugar cane for 1 liter of product. Either the sugar content needs to be dropped significantly or new ways of growing the cane without depleting natural water resources need to be realized and initiated. Otherwise, this will lead to even bigger issues down the road, not just for Coke but also for the world globally in depleting such a resource. These are some of the main issues that would be attended to within the first 3 years. Lastly, I would create a campaign that would embrace new beginnings but give respect to the roots of this globally marketed Beverage Company.

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