...What does Coca-Cola stand for? Is it the same for everyone? Explain. Coca-Cola must understand and recognize that “refreshment” means different things to different people around the world. One of Coke’s strengths is how well it weaves the soft drink, Coke, into people’s definitions of refreshment no matter where in the world they live. Coca-Cola has successfully marketed to billions of people around the world. Why is it so successful? Coke has created a highly current, uplifting global campaign that translates well into different countries, languages, and cultures. Coke’s advertising has primarily focused on the product’s ability to quench thirst. Other than that, they also have different strategies that contribute to their success such as advertising, sponsors and “band wagon.” They advertised through radio, television, billboard and even its own museum. Coca-Cola also sponsors for the Olympics and other sporting activities such as NBA, FIFA World Cup, and English Football League. “Band wagon” aimed at showing the customers that their product is the number one product and customers who are on the winning side will tend to purchase their products. Can Pepsi or any other company ever surpass Coca-Cola? Why or why not? What are Coca-Cola’s greatest risks? Coke’s greatest risks have to be the managing of its mass communications strategy and reaching the brand’s target market—it is so massive that the right media and marketing message is critical, and creating effective...
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...3/29/15 Week 1 Cocoa-Cola Analysis 1. My “eye-ball” assessment of Coke’s changes over the period from 1996 to 2010 is that they improved their finances in many ways indicating overall growth. Their revenue doubled along with their gross profit while at the same time their retained earnings tripled. They also paid out more dividends. The balance sheet indicates that Coke has added long term assets and some long term debt. They have a capital surplus which did not exist in 1996 and five times the amount of shareholder’s equity indicating they leveraged some of their investments with not just long term debt but shareholder’s equity also. 2. From looking at Coke’s financial statements we can see the growth that they experienced in the 14 years between statements. Their revenue went from $18,546 to $35,119 during this time period. Coke added new products during this time which had success and would add to their increase in revenue. They introduced the fridge pack, vanilla coke, cocoa-cola zero and simply orange. Their current and long term assets increased which would be due to the acquisitions and mergers that Coke had. During this time period Coke took over Schweppes, Energy Brands, Odwala and created a new beverage company with Nestle. This added to their inventory and property, plant and equipment. These events also added to their long term debt and possibly their treasury stock if they used a mix of loans and stock sales to finance the purchases. In 1996 we...
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...time researching what it is, its benefits, side effects, or other details that one would be interested in knowing about before trying a completely different and new product because they have a general idea of its use and effects which falls under the characteristics of Limited Decision Making. In their pursuit to attract the “well-heeled consumer”, Ethel’s is capitalizing on its chic chocolate house and premium gourmet chocolate all geared in attracting the coffee house crowd by “coddling their patrons in the lap of luxury” and allowing them the opportunity to “enjoy the sweet taste of the good life” (Marketing 100 Case Study). Because Ethel’s prices are a little more expensive than what the average consumer is used to paying for a cup of cocoa, it will likely take a bit more thought to bring customers through the doors and invoke a high involvement on the part of the consumer. Extensive decision making now becomes a main factor because it will likely mean that this is a product that may not be consumed on a regular basis due to its high price point. Despite the lure of luxury the $42 for a box of chocolates,...
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...sentenced cocoa official tomore than 20 years in prison based off of charges of misappropriation of assets, fraud etc. There were several individuals involved in this fraud, making it collaboration. They were also higher up in the company, and had the ability to create fake suppliers. They paid these suppliers, but were actually paying into their own bank accounts. No information was given for motives, or rationalization, however clearly the opportunity was there.The Ivory Coast just sentenced cocoa official tomore than 20 years in prison based off of charges of misappropriation of assets, fraud etc. There were several individuals involved in this fraud, making it collaboration. They were also higher up in the company, and had the ability to create fake suppliers. They paid these suppliers, but were actually paying into their own bank accounts. No information was given for motives, or rationalization, however clearly the opportunity was there.The Ivory Coast just sentenced cocoa official tomore than 20 years in prison based off of charges of misappropriation of assets, fraud etc. There were several individuals involved in this fraud, making it collaboration. They were also higher up in the company, and had the ability to create fake suppliers. They paid these suppliers, but were actually paying into their own bank accounts. No information was given for motives, or rationalization, however clearly the opportunity was there.The Ivory Coast just sentenced cocoa official...
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...Life Is Like a Box of Chocolates. In everyone’s life, people go through steps, obstacles, and challenges that shape them into the individuals they are. Common obstacles in everyone’s life are their adolescent years. As everyone can attest, the adolescent years may be the most fun but also the hardest, most emotional, and most rough times in everyone’s life. To become individuals, we all have to go through our own journey, which includes the letdowns and miracles because it is what builds us to be the person we grow up to be. Some people may waste life, some may rush through it, but the ones who cherish every moment and live every minute as it was their last, get the richest experience life has to offer. Life is a mystery, and you never know what is going to be handed to you. Just like when Tom Hanks said, "Life is like a box of chocolates, you never know what you're going to get". To get life’s richer experiences, take risks, have fun, and take on critical decisions instead of being afraid of them. In my life, there have been several people who have made the most impact in my life, and my number one fan, although our relationship has been up and down is my mother. My mother has never pushed me aside, and has always kept me under her angelic wings like the precious son I am to her. I have disappointed her time after time, but she has never given up on me. Although there have been times where she said she’s one incident shy, but I know my mother’s strength, and she’ll never...
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...Case Study - Slavery in Chocolate 1. What are the systemic, corporate, and individual ethical issues raised by this case? • Local and Global Laws are not enforced due to lack of resources or the desire to enforce the laws. • The number of farmers (1M) and the system makes it difficult to identify the source of the cocoa beans harvested using slavery. • Global decline in cocoa bean prices drove farmers to use slavery to lower labor cost. • Corporations are unable or unwilling to take action to improve the situation in harvesting the cocoa bean. • The fundamental demands of shareholder profits drives corporation to turn a blind eye to how cocoa is harvested. • Chocolate Consumers are kept so far removed from the Cocoa source that they are unaware or choose to be ignorant of the cost involved to create chocolate. 2) In your view is the kind of child slavery discussed in this case absolutely wrong no matter what or is it only relatively wrong i.e. if one happens to live in a society like ours that disapproves of Slavery. I believe that Slavery is wrong. Kidnapping is wrong. Forced labor for children is wrong. I would like to believe Slavery is absolutely wrong but this is coming from a Western perspective where we hold personal freedom as a right. We also don’t see the populations of poverty that some third world countries face. In countries where there is a high infant/child death rate due to poverty, and starvation, living as a slave could be seen as a preferable...
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...Cocoa is produced in countries who are located in a certain belt. This belt lies between 10ºN and 10ºS of the earths equator. Countries such as Côte d'Ivoire/ The Ivory coast, Ghana and Indonesia are in this area, therefore they are the highest producing countries of cocoa in the world. Cocoa trees grow to their full potential when they are in humid tropical climates, being grown in evergreen rainforests, cocoa trees get a perfect mix of medium to high temperatures, shade and rainfall. The designated area of the belt means that the rainforests have a very short dry season, at the very most, the dry seasons or otherwise known as the dry spells, will last for a maximum of two months. The cocoa tree produce (cocoa beans) is extremely dependent...
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...is the increasing cost of chocolate. The chocolate demand is primarily increasing because more people in Asia can afford it (Wilmore 9). On page 9, the author states, “ In 2013, the world consumed about 77,000 more cocoa than was produced” ( Wilmore 9). This means that people ate so much chocolate that the amount made was not enough to satisfy the needs of a person. This is a serious issue and is creating problems because the demand for chocolate is higher than the supply, the cost of it will eventually rise. This then will set a trend and other products’ cost will rise....
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...Research Plan Research topic: Slavery in the Chocolate Business Group member: Li Ruixuan, Chen Yi, Ai Huanyu, Jin Peiyao, Wu Jindi. Research method: This case talks about Slavery in the chocolate industry. They treat children as slavery, and force them to do hard work. The reason by various factors, we can discuss form systemic, corporate and individual ethical issues. Such as systemic, economic systems should be taken into consideration. Cocoa bean prices had declined, between 1996 and 2000, the price control by the global market but farmers had no control. Farmers turned to slavery to try to cut labour cost for their survival in this situation by the low prices. Slavery on farms is illegal in the Ivory Coast but the law is rarely enforced. But the government from their country has their own situation, a shortage of enforcement officers, the willingness of local officials etc. The case information we found it by some website: http://www.foodispower.org/slavery_chocolate.php http://vision.ucsd.edu/~kbranson/stopchocolateslavery/index.html And we also got some useful information from the book in page 64-67. Division of labour and schedule including presentation preparation: We followed the question below the case from the book to division of labour. Each question was answered by one or two group member, the number decides by question. Presentation follows the report, which part of report you did, then which part of presentation you do. Initial findings: After...
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...of cocoa What are the drivers that increase the price of cocoa? 1.1. The demand The demand growth for chocolate increases the price of cocoa, which is chocolate's main ingredient. Demand for chocolate increased by 20% between 2002 and 2011, as measured by chocolate product consumption (ICCO cocoa market review Jan 2012). Increased standard of living in India and China is increasing the demand for chocolate products, which used to be considered an elite luxury item. The massive population in these countries is driving up the demand for chocolate and increase the price of cocoa. Between the years 2002 and 2012 the growth of consumption of chocolate products has been varying between 15 – 20 per cent annually. 1.2. Status in Africa The general world’s and UN’s attention is targeting to act against child slavery and general working conditions in African nations. The recent examples from West Africa are suggesting the situation is improving, but Ivory Coast example from 2009-2010 demonstrates the fact that the majority of world’s cocoa is produced in unstably ran nations where human rights are not respected and general stability is poor. When workers in Africa will receive proper wages and working conditions, African production costs will increase, and raise cocoa prices. 2.13 Crop and Harvest The crops which are smaller than expected in cocoa producing countries will lower the supply of chocolate. World chocolate consumption is increasing, so the price of cocoa increases...
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...subject of Global Marketing Lecturer: Ms van Essen Class 2IBL3 Student number: 500662293 Domain Economics and Management 2013, September SWOT-‐Analysis Tony’s Chocolonely, 2013 2 Summary Tony’s Chocolonely is a leading fair-trade brand operating in the chocolate industry. It was founded in 2005, and officially registered at the Chamber of Commerce as Tony’s Factory BV (LLC) in 2006 in Amsterdam. The company’s core competence is to ensure cocoa farmers a stronger (financial) position and to make the best chocolate. The company has five main short- and long-term objectives for the upcoming years. These are: increase brand awareness, to be able to follow the whole process of bean to chocolate bar, enter new markets, grow (+50% net sales compared with 2012) and increase profitability (+4% net profit over net sales) Tony’s Chocolonely is still a quit unknown brand; most people are not informed about the fair-trade label and the other good work in which the brand commits. Therefore this report analyses the following issue: “Is the marketing concept of Tony’s Chocolonely...
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... First of all, harvesting the cacao pods is usually done by hand. It involves removing pods from the trees and opening them each by each to get the seeds. (50-60seeds) Cacao seeds are left to ferment for about 5 days on the sun -flavour development -white-yellow seeds turn to brown cocoa beans Cocoa beans undergo drying process (7 days) before they are ready to ship to chocolate manufactories worldwide. At chocolate factories, cocoa beans are inspected and approved to insure that only the high quality cocoa beans will be used. After successful inspection beans are cleaned and sorted. Cocoa beans are roasted in large rotating cylinders (30min - 2hours) to develop the aroma, flavour and colour of the chocolate. As soon as beans are cooled, a machine removes the shells. Cleaned beans are turned in chocolate liquor, which set the main integrant for every chocolate product. To produce cocoa powder, the chocolate liquor is pumped into giant hydraulic press. Cocoa powder is removed from the filters, then cooled and grind on cocoa powder. Production of chocolate consists of carefully mixing the variety of integrants like sugar, milk, cocoa butter and chocolate liquor. The ready chocolate mixture is ground by passing between series of heavy rollers, then undergoes stirring (few hours up to several days) to achieve the best flavour. Finally, chocolate must be temper which involves heating, cooling and reheating the mixture. Depending on the...
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...The influential members of London’s elite society in the seventeenth – century viewed the consumption of hot chocolate and later solid chocolate treat that were sold in upscale boutiques as a sign of being prestigious. While doing the same time period America settlers pioneered were developing cheaper chocolate bars for consumption to the masses. Centuries passed, and in the 19th hundreds America pioneers grown tired of the taste of mass production chocolate and desired the taste of prominent chocolate. In 1911 Ethel’s Chocolate Lounges, whose named in honor of the matriarch of the Mars Family was founded with her husband Frank entered the chocolate market despite only a 3% growth in the U.S. Chocolate industry. The main reasons of the slow growth were the lack of industry innovation and the less desirable tasting chocolate. The creation of Ethel’s Chocolate Lounge took the existent markets and the original connection between chocolate and the elite social circles and turned it into the new must have. Ethel’s is an establishment that offers exquisite chocolates, in a posh, location. The consumer and the buyer would need to make sure that the purchase makes sense economically, and they would have the acquired taste to enjoy the variety of sweets and chocolates that Ethel’s has to offer. The consumer would have to engage in the extensive decision making would best determine whether or not they could indulge at Ethel’s. The products that Ethel’s is marketing are targeting...
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...expectations. Failure to do so will almost always result in consumer dissatisfaction with the goods or services. If your consumer is not happy they will pass the word on to their friends and family. Word of mouth is the ultimate in consumer buying decisions. What sort of impact you get or your remembrance of the first impression can be a powerful tool in getting patrons to patronize you establishment. The name Ethel's seem to imply strength, warmth, home, maturity and trust. The type of consumers that will buy at Ethel’s Chocolate Lounges will be the consumers that upon entrance will feel that atmosphere that Ethel’s exhibit. They will want to use the place and be able to meet and greet family and friends for a cup of coffee, tea cocoa and along with enjoying warm atmosphere with chocolate truffles or some of the other delights that Ethel’s sell. As stated in the case study centuries ago some people were unable to purchase famous chocolates because of the high cost. So they had to settle for cheaper chocolate. Along came Ethel’s with an air of friendly gourmet chocolate and a place that everyone can enjoy without having to spend a fortune to enjoy the fine chocolate. Add to this equation the want of having a sudden taste for chocolate along with the catchy set up of the décor as...
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...cocoa delights has 15 stores chain in Melbourne, Australia in 2015. Product line includes Australian made highest quality chocolates with wide varieties. 1.2 Mission Statement Cocoa Delights is committed to becoming the leader in the Australian market for premium quality chocolate and maintaining a company culture which fosters and encourages continuous improvement. Our mission is to provide Australian consumers with the highest quality chocolate on the market whilst maintaining the promise to trade fairly with both local and overseas suppliers, promoting sustainable behavior and reducing our ecological footprint. 1.2.1 Dimensions of Mission statements and purpose By reviewing Marketing plan of December 2010, I received key marketing objectives to understand company’s mission purpose and vision. According to plan, a mission should: 1. To increase revenue by 6% yearly over the next three years. 2. To become the gourmet chocolate market leader within five years. 3. To become established as the national retailer of choice for chocolate connoisseurs within the next three years. 4. To increase our share of the dark chocolate market by 15% over the next three years. 5. Establish Cocoa Delights as Australia's most respected chocolate maker. 1.2.2 Strategic directions and targets for Cocoa Delights According to Marketing Plan of December 2010, cocoa delights positioned itself in the market as an up-market provider of gourmet chocolates...
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