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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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