Acc Project Paper
Acc Project Paper
______________________PROJECT COLA________________________________________________________________________________________________________
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Cassandra Chew
Mbere Monjok
Kristina Nguyen,
Mohammad Punjwani
Normandie Scanlon
William Stripling
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TABLE OF CONTENTS
EXECUTIVE SUMMARY 1
COMPANY OVERVIEw 2
PRODUCTION 2
MARKETING 2
OPERATIONS 3
Organizational Structure 3
Regional Structure 3
Foreign Operations 4
Expansion in China 4
Rising Costs in the US 5
VISION 2020 6
PROBLEMS 6
LOSS OF LOCAL BUSINESS 6
WATER WARS 7
RECOMMENDATIONS 8
CONCLUSION 9
BIBLIOGRAPHY 10
EXECUTIVE SUMMARY
Purpose: The purpose of this document is to summarize the following report on the structure and functionality of Coca-Cola. This report details some of the problems that the company is currently facing and recommends possible solutions.
Company Overview: Coca-Cola is a multinational retailer of beverages and syrups to businesses around the globe. The marketing strategies, which Coca-Cola employs, must be tailored to the many cultures and languages present in the regions of sale. Employing over 94,000 people in more than 200 countries requires that Coca-Cola rely on a regional approach to marketing. Targeting preferences become easier, but costs increase with overlapping positions. Coca-Cola’s plan for the future focuses on building brand loyalty among younger generations and emerging markets. As of now, China has the third largest market for Coca-Cola with an expected 7 billion dollars invested by 2014.
Problems: Coca-Cola is facing a loss of local business due to health concerns and a downturn in the economy. The increasingly health conscious American population is less...
