Bus 5910 WA 6

BUS 5910-01 Management Capstone
Written Assignment Unit 6
University of People
Instructor: Dr. Akash Mathapati
Assignment Due Date (Thursday, 9 March 2023)

Introduction
In this unit 6 written assignment, I am expanding on what I submitted in Unit 3 Written Assignment. I
will primarily concentrate on alternative courses of actions and recommended action plans for the
Coca-Cola Company, as shown below:
Alternative Courses of Action.
According to Mikel (2007), companies that want to conquer the future must build on what they have
now rather than relying on future competencies that cannot be guaranteed. Coca-Cola has clearly
identifiable core competencies that, if the company focuses on, the future will be easy to conquer. In
the framework of this case study, the following alternative courses of action can be offered:
1) Because the company intends to target the health-conscious consumer base, it must articulate
the offering in a way that covers the natural ingredient component of Coca-Cola while also
engaging the cola's traditionalists. In doing so, it should heavily advertise with a focus on
natural sugar ingredients in order to maintain a top-of-mind position in the customer's mind.
The advertisement should depict the true natural essence that not only fights obesity but also
provides consumers with a healthy taste and lifestyle. To drive demand before the total
distribution in the markets, the advertisement should market before the total distribution in
the markets (The case solutions, n.d).
2) The company should broaden its knowledge in providing strategies aimed primarily at
increasing consumer satisfaction, as this would imply increase product growth and distribution
across countries. Additional marketable details about health awareness would help to improve
another aspect of the brand's image. This should also include taglines that associate more of
its consumption with happiness, as health is a major concern these days.
3) The Coca-Cola Company should diversify its product line more effectively. The company can
create new products to meet today's demand for a healthy lifestyle. According to recent
studies, the number of customers who prefer organic and natural products is increasing (Glanz
et al., 2016).
4) The Coca-Cola Company should conduct new research that is both transparent and will rekindle
public interest in the company's products (IvyPanda. 2021).
5) Management must devise mechanisms to ensure that all matters pertaining to corporate
communications are in their best interests. This means that management should make certain
that corporate communications are handled professionally. This is due to the fact that
corporate communications have a direct impact on the nature of the image that the
organization projects. If the organization manages its corporate communications
professionally, it will project a positive corporate image. In contrast, if the organization handles
its corporate communications in an unprofessional manner, it will project a negative corporate
image. As a result, the organization's inability to handle communications professionally
exacerbated the situation (Wowessays, 2020).
Recommended Action Plan.
Sweetened beverages have evolved into the primary source of calories in the average person's daily
diet. Many studies indicate that consuming too much sugar is more likely to lead to obesity than
consuming too much fat. Furthermore, it has been found that the rise in sugar consumption around
the world is associated with conditions like diabetes, heart disease, and cancer.
To address this issue, the Coca-Cola Company can implement the following recommendations.
1) To begin, a frequent technology upgrade is recommended for Coca-Cola Company to solve

problems. The business must switch to new technology in order to ensure greater productivity
and efficiency. Because technology evolves so quickly, the Coca-Cola Company must keep
track of technological revolutions to ensure that issues such as plastic bottle waste and water
scarcity are addressed in the most appropriate and effective manner. For example, there are
many technological solutions to the problem of water scarcity, but Coca-Cola Company
requires upgrading technology for better results (Chua, n.d).
2) The Coca-Cola Company's management must take into account various concepts related to
strategic management, given the fierce competition in the soft drink industry. The
management can better meet customer needs by integrating customer focus. This will make
it possible for it to produce its soft drink products in a way that increases client satisfaction
(StudyCorgi, 2021).
3) Coca-Cola should pursue strategies of differentiation and cost leadership (Generic Strategies).
In terms of differentiation, the company should differentiate itself from its competitors by
incorporating something into its product that provides a unique value to its customers. This
can be accomplished through well-planned and managed marketing activities that result from
perceived superior product quality and high brand image and recognition. Cost leadership can
also be attained through economies of scale, learning, knowledge, and experience in
production and operational processes, as well as effective/efficient distribution networks and
manufacturing systems.
4) The management should make sure that its products are well-positioned in the market given
the aggressive competition present within the sector. This is accomplished by fusing ideas like
product customization, branding, sales promotion, and research and development. The
company will be able to develop new products to meet market demand thanks to research
and development. The company will be able to raise market awareness of its products through
sales promotion (StudyCorgi, 2021).
5) Corporate social responsibility should be incorporated by the management. The company will
gain a favourable reputation through CSR, enabling it to carry out foreign direct investment
more successfully (StudyCorgi, 2021).
6) The Coca-Cola Company should implement the Supplier relationship management (SRM)
concept in order to foster positive relationships with its suppliers. Due to the efficient supply
of resources, this will allow it to conduct its operations cost-effectively (StudyCorgi, 2021).
7) Coca-Cola should hold more event sampling in each market to raise consumer awareness of
the no sugar version of Coca-Cola. Consumers will have the opportunity to try out new
flavours and find the perfect beverage to meet their needs. Furthermore, this can raise
consumer awareness and encourage them to try the new flavour (Chua, n.d).
Reference
Chua, Y. (n.d). Challenges and Solutions: The Coca-Cola Company as a Case Study. Retrieved from:
https://pdfs.semanticscholar.org/331a/0407c3563466b1a8b6c15bb0dcf6f60b776b.pdf
Eding, G. and Joy, R. (2010, June 18). The Coca-Cola Company essay: Coke resumes operations.
Retrieved From: https://www.majortests.com/essay/The-Coca-Cola-Company-Coke-Gets-
Back-F3CPVSUQAA.html
Glanz, K., et al., (2015). Reviews of retail food store environments and sales, and their implications
For programs promoting healthy eating. Journal of Nutrition Education and
Behaviour, 48(14), 280-288. Retrieved From: https://pubmed.ncbi.nlm.nih.gov/27059314/
IvyPanda. (2021, July 22). Coca-Cola Company: Strategic Management. Retrieved

From: https://ivypanda.com/essays/coca-cola-company-strategic-management/
Mikel, L. (2007, September 09), Marketing and management basics, (Birmingham, Soul) “Coca-cola
rises 14% on
International sales” Atlanta business chronicle, 2008. Retrieved from:
https://studycorgi.com/corporate-strategy-the-coca-cola-company/
StudyCorgi. (2021, October 29). Coca Cola Company: Strategic Management

Recommendations. Retrieved from: https://studycorgi.com/coca-cola-company-strategic-
management-recommendations/
The case solutions (n.d). Coca-Cola: Green Harvard Case Solution & Analysis. Retrieved from:
https://www.thecasesolutions.com/coca-cola-green-142040
Wowessays (2020, March 03). Free Coca Cola Case Study Example. Retrieved from:
https://www.wowessays.com/free-samples/free-coca-cola-case-study-example/

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BUS 5910-01 Management Capstone

Written Assignment Unit 6

Instructor: Dr. Akash Mathapati

Assignment Due Date (Thursday, 9 March 2023)

Alternative Courses of Action.

Recommended Action Plan.

1) To begin, a frequent technology upgrade is recommended for Coca-Cola Company to solve

IvyPanda. (2021, July 22). Coca-Cola Company: Strategic Management. Retrieved

StudyCorgi. (2021, October 29). Coca Cola Company: Strategic Management

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