During today’s workshop we analysed all of our Macro and Micro research, which we’d delegated between ourselves during last week’s session.
Cultural and Public
Customers becoming more health conscious has led to the company having to branch out to making healthier drinks options such as Diet Coke and Coca-Cola Zero to satisfy the customer’s needs.
Coca-Cola’s main competitor is Pepsi; there has been a rivalry battle between the two companies for over a century. Some of Coca-Cola’s other competitors are; Red Bull and Soda Stream.
Coca-Cola bought a stake within Innocent Smoothies in 2009 to compete with Tropicana, they now own over 90% of the business. Coca-Cola also described their soft drinks as sparkling instead of carbonated to denote healthier connotations to compete within their competitive market.
Coca-Cola has used different packaging and flavours to target all consumers e.g. their standard sized bottle is usually aimed at children in school or lower class people, as they are inexpensive.
Kerala state in India showed the Coca-Cola brand as very ethically uncaring. Coca-Cola had been extracting 510,000 litres of water everyday, meaning that local villages were going without.
Coca-Cola has used technology to produce the first recyclable bottle made entirely from plants called the ‘PlantBottle’, reducing their dependence of fossil fuels and other non-renewable resources.
Coca-Cola reward their suppliers who help their company cut their carbon footprint including; reducing packaging weight, using less power and increasing efficiency in logistics.
Coca-cola has a positive effect on the global economy by creating 92, 400 jobs worldwide and supporting 10 times that.
Coca-cola has to do a lot to combat the fact government’s worldwide target them for causing obesity and other health problems.
For next week, the main tasks we will focus on are, individually researching different infographic designs and collectively research TOWS and analyse the critical success factors.
http://www.coca-cola.co.uk/search-results.html?keywords=demographic&submit.x=0&submit.y=0&submit=Submit – 1st and 3rd Links (04/10/13)