Coca Cola Company. Case Study. Business & Marketing

Coca Cola Company Case Study
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Coca Cola Company Case Study
As far as the Coca Cola company is concerned, it is in the middle of a dilemma in terms of its business development. This is based on the fact that the company is currently experiencing a downturn in terms of its financial and market growth that has seen the sale of soft drinks drop by more than 25% since 1990 (Sanger-Katz, 2015). In essence, the public is continually being made aware of the dangers of consuming soft drinks and is slowly opting for healthier alternatives to sodas such as water (Adams, 2011). At the same time, the company is currently embroiled in endless litigation battles with numerous cities that seek to impose sod taxes on soft drinks as a means of getting more people to consume less sugar. In every sense, the Coca Cola company is staring a bleak future and one that portends the eventual decline of the company towards collapse unless radical changes are made.
Taking into account the current downturn facing the soft drink industry, the Coca Cola company has a significant number of decisions that it needs to make. However, the two most pressing decisions facing the company are whether it should continue investing into the production of soft drinks and whether it should persist in pursuing legal battles against cities and counties that seek to impose soda taxes. These are the two most critical decisions facing the company seeing as they will determine not only the business trajectory that the company takes, but also the corporate social responsibility initiatives that the Coca Cola company will pursue.
On these two decision issues, it is important to consider two major factors: public perception and financial feasibility (Suddath & Stanford, 2014). As the clamor against the consumption of soft drinks continues to gain traction, the company will have to consider how its image will be affected seeing as soft drinks have been credited as contributing factors to th...