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Current event analysis

24/12/2020 Client: saad24vbs Deadline: 7 Days

Current Event #2 – Coca Cola


Coca-Cola saying goodbye to half its drink brands


Coca-Cola is planning to kill off 200 drink brands, which account for about half of its portfolio, as it works to return to pre-coronavirus levels of growth.


In a bid to better weather the pandemic, the company plans to shift focus onto brands "that can be scaled to drive profits for the long term," CEO James Quincey said during an earnings call Thursday.




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The streamlining is taking place during a rough stretch for Coca-Cola and almost all companies that cater to social events. Half of Coca-Cola’s sales come from stadiums, movie theaters and other places where people gather in large numbers — venues that have been closed in an attempt to curb the spread of COVID-19.


As it reshapes its portfolio, the company expects to offer "approximately 200 master brands" while phasing out some products.


YOUR ASSIGNMENT:


Do A competitive Analysis of Coca Cola relative to materials we covered in class such as:


The internal environment


Review of current objectives, strategy, and performance


Availability of resources


Organizational culture and structure


The customer environment


Who are our current and potential customers?


What do customers do with our products?


When do customers select our products?


Why (and how) do customers select our products?


Why do potential customers not purchase our products?


The external environment


Competition


Economic growth and stability 

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