COCA COLA

The company may see this products popularity as a

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The company may see this product’s popularity as a reason not to change or improve it . “Why fix what isn’t broken?” is the phrase that comes to mind . This sort of complacency could hurt Coca-Cola . Nothing is perfect and therefore can always be improved upon, regardless of how well it sells currently . Macro Environment P olitical, legal, regulatory: Coca-Cola has to abide by laws and regulations set by the FDA (Food and Drug Administration) for how they create their products and how they can distribute them .
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E conomic: The recession has taken a toll on Coca-Cola’s sales over the last few years . Like many other companies, Coca-Cola had to adjust their price and marketing techniques to keep their customer base . With people losing jobs and just plain spending less due to financial hardships, many families turned to buying less brand name products and this hurt Coca- Cola’s bottom line . S ocial/cultural: In June of 2012 Coca-Cola announced their collaboration with H . J . Heinz Company, . and Ford Motor Company to create the Plant PET Technology Collaborative (PTC) . This group of companies is going to start working on “the development and use of 100% plant-based PET materials and fiber in their products” (The Coca-Cola Company) . T echnology: Coca-Cola can use the Internet to sell related products online . Selling soda online doesn’t make a whole lot of sense, but they can use the web to help push merchandise that has the Coca-Cola logo on it instead, i . e . t-shirts, can coozies, hats, etc . This can help them compensate for some of their lost revenue and also becomes an advertisement when other potential customers see current consumers wearing their CC merchandise out in public . SWOT Analysis Environment Evaluation Positive Negative Internal Company Strengths - Has been operating for 100+ years - Greatly and openly values employees and partnerships Weaknesses - Relies heavily on bottling partners
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External Environment Opportunities - Currently working on PTC with collaborators, could bring in new customers due to the Company being environmentally conscious Threats - Upcoming election could affect laws and regulations (Romney plans to repeal regulations on companies that Obama has imposed while in office) References: The Coca Cola Company. (2012, September 7). The Chronicle of Coca-Cola. Retrieved from http://www . thecoca- colacompany . com/heritage/chronicle_birth_refreshing_idea . html (M. Collins, personal communication, September 19, 2012). Dasani. Retrieved September 7, 2012. Wiki: http://en.wikipedia.org/wiki/Dasani#United_Kingdom The Economist. (2012, September 23). Cola wars, continued: Good for you, not for share holders. Retrieved from http://www.economist.com/node/21550263
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Pepsi vs. Coca-Cola graph New York Stock Exchange. (2012, September 7). The Coca-Cola Company (KO). Retrieved from http://finance.yahoo.com/echarts? s=ko+interactive#symbol=ko;range=5y;compare=;indicator=volume;charttype=ar ea;crosshair=on;ohlcvalues=0;logscale=off;source=undefined ; Stock Graph (M. Young, personal communication, August 27, 2012).
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