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Essay / Research Paper Abstract
A 3 page paper. This is a company that has always grabbed opportunities and overcome threats. This essay discusses some of the threats in the last several years and how the company has responded. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: ME12_PGckoth0.rtf
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Unformatted sample text from the term paper:
those challenges. They face new threats today. For one thing, some competitors are getting stronger. For another thing, consumers are demanding different kinds of products. The company will need to
change its focus if it is to continue as the largest cola manufacturer in the world. One of the strategies Coca-Cola has always used is to turn threats into opportunities.
This is, of course, the best approach any company can use. One example has to do with the companys bottlers. For those who do not know, Coca-Cola produces the syrup
which they sell to bottlers who complete the product and distribute it. Most of the bottlers are independent companies who have been the catalyst for the companys continued growth in
market share (Harrison, 2009). Some bottlers became greedy insofar as they stopped investing in their bottling companies, which led to higher profit margins for them (Harrison, 2009). It was not
long before Pepsi began gaining market share. The company executives realized they had absolutely no leverage with the bottlers and their lack of improvements would eventually pose a very serious
threat to Coca-Cola. The CEO attacked this threat by buying many of the smaller bottlers, investing the resources to make them more efficient and operate them themselves (Harrison, 2009). This
gave the company more control over what could have been perceived as a threat outside of their control. A threat shared by all cola manufactures is consumer demand for healthier
drinks. This threat began some years ago. Consumers have become much more educated in terms of what is healthy and not healthy and many are making appropriate changes in their
food and beverage habits. At the time this demand began, all of the Coke products were carbonated. The company has in fact been working on this issue for several years.
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