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As the famous long-history beverage seller ,Coca recently experiences a decline in sales according to its third quarter report.The company focuses on the old forum to advertise Cola ,which neglects the fact that Cola is abandoned by customers because of its unhealthy content.Adam Huang states that CEO’s decision about firing marketing people isn’t appropriate. I agree with this.
Coca is the first one to sell cola in customers’ mind which helps Coca to win in the rivalry competing with companies like Pepsi.Its long-history brand is the strength of the company. Now this strength meets the threat about customers’ preference change(social-factor shifts in macro environment). It’s marketing executive’s mistake as he didn’t do enough market research to realize customers’ current mind.However,he did a great job in assisting company to meet the great opportunity of cooperating with Olympics and World cup in global market . Scoot should be given incentive compensation . His quit shows the wrong HR management of company .If company doesn’t adjust the false management,the whole inspiration of workers will be discouraged .Company should reward scott due to his outstanding contribution in allowing cooperating while still hoping for the correct market method.To attract customers again, marketing persons should focus on the advertising of “ZERO” to impress customer that Cocacola is the first to sell sugarless cola.It should be changed from target niche market (young people) to all-age group by selling its PoD-“ZERO” as increasing concern of health issue provides opportunity for the company.
WWF did not answer questions about what role it played in helping the company define water neutrality or whether Coca-Cola had achieved water neutrality. But TNC did acknowledge that “it’s nearly impossible to make a scientific case for ‘water neutrality’ in a similar sense as carbon neutrality,” even if “companies may choose to discuss ‘water neutrality’ since it is a way to communicate to consumers what they’re trying to do,” according to the statement from Vigerstol. It should be noted that Vigerstol was part of a team of authors that included Coca-Cola executives, who, in a 2013 paper, appeared to define water neutrality as achievable without including supply chain water. (The paper did, however, recommend expanding the “scope of the strategy” to “encompass the entire value chain of the enterprise.”) Such a definition would have been at odds with the Water Neutral Calculator Hoekstra and Ndebele had unveiled at World Water Week in 2008.