The Giant Coca-Cola Company

Superior Essays
1. Growth challenges
In this chapter, a growth challenges in front of the giant Coca Cola Company would be analyzed as well as their influence on growth processes in the company. The product development in terms of growth would be examined as well.
For the purpose of examined issues, it is worth mentioning that Coca Cola was created and developed in response to health issues and concerns. At the very beginning in 1886 a pharmacist, called John Pemberton removed the alcohol from his product French Wine Coca tonic and turn it into Coca-Cola – a phenomenon in the beverage industry. Since 2000s the company and its products have been subject to devastating criticism by wide range of consumer and social groups standing against profound health risks
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Intake of sugar while consuming one can of coke is estimated to be equal to ten spoons of sugar. Social awareness regarding children and their consummation of soft and fuzzy drinks soared in the United States over past decade and raised difficult and reasonable question towards Coca Cola Company’s practices thus causing profound negative growth indicators. In 2013 Michelle Obama raised a campaign against obesity bringing new importance of the issue, motivated Americans to drink more water. As a result former mayor of New York City insisted on banning the sales of high-sugar soft beverages which was another step back in the growth potential of the company in terms of United States.(Stewart, J., Feb.2014). What not so helpful was also the fact that Coca Cola purchased Vitaminwater parent Glaceau in 2007 in an attempt to promote healthier company policy. The health community, however, become even more furious with Coke’s attitude to promote new product as healthier when the amount of sugar is almost the same compared to the regular …show more content…
Since then, the company is trying to become part of the solution, not part of the problem without compromising company traditions in taste and quality. In 2013 Coca-Cola introduced Coca-Coca Life which is naturally sweetened by stevia and reduced calories beverage which was launched in Argentina and Chile. With the introduction of Coca Cola Life, in United States there has been a 1% growth over few months and the company will continue to strive for further growth by implementing innovative products in its portfolio (Trefis Team,

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