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Essay / Research Paper Abstract
A 5 page paper that discusses threats and opportunities for this company and reports actions Coke has already taken in response to issues that could threaten the company. The second part of the paper presents a Porter's 5 Forces Analysis of the soft drink industry. Recommendations are made. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: ME12_PGcocpr9.rtf
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Unformatted sample text from the term paper:
brand name. The competition, however, has been getting stronger over the last decade or so and consumers are demanding different kinds of products. The company can no longer expect to
hold the major market share doing the same old things. Coca-Cola has faced numerous threats over the years and has been successful in turning those threats into opportunities. A
good example was a conflict with their bottlers. Coca-Cola provides the syrup to independent bottlers who mix it, bottle it, and ship it off to distributors. They were always very
important in gaining market share (Harrison, 2009). But as the bottlers grew, they began investing less in their businesses to become more profitable (Harrison, 2009). The result was that Pepsi
was taking market share away from them (Harrison, 2009). The CEO at the time realized he had no leverage with the bottlers. This could present a real threat to the
company. So, he decided to begin buying a small bottler and invested the needed resources to make that bottler very efficient (Harrison, 2009). He bought more small bottlers, doing the
same thing (Harrison, 2009). The threat was an opportunity for the company to gain more leverage over bottlers, basically, forcing them to become more efficient Another threat Coke faces is
consumer demand for healthier beverages (Allen et al., 2007). This presents a real threat since most of the companys beverages are carbonated (Allen et al., 2007). This presents an opportunity
to Coke to make and sell healthier drinks with the goal of having revenue from the healthier drinks to overcome the loss of carbonated drinks (Allen et al., 2007). This
is, in fact, what Coca-Cola has been working on for a few years. The company promoted Mary Minnick who heads marketing, strategy and innovation at Coca-Cola. She has been trying
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