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Added on: 0000-00-00 00:00:00Order Code: Question Task Id: 0
Internal Code: MAS1803
Essay Writing Assignment:
Task:
Coca Cola Goes Green; The Launch of Coke Life
In June 2013, The Coca-Cola Company (TCCC) launched Coke Life, a naturally sweetened but sugar reduced carbonated soft drink. Coke Life complemented TCCC’s established product line consisting of Coca-Cola Classic, Diet Coke, and Coke Zero. Coke Life substituted a portion of the sugar component with stevia leaf extract and contained 35 per cent less sugar than Coca-Cola Classic. TCCC claimed that “Coke Life is for adults looking for a great tasting Coke [one with] fewer kilojoules and [that is] sweetened from natural sources”. Affected by government interventions, such as the implementation of special taxes and warning labels, the consumptions of soft drinks had slowed down significantly, which had cause leading soft drink manufacturers to introduce “green” product modifications of their traditional beverages. When TCCC launched Coke Life, the market for carbonated soft drinks was highly competitive and was shrinking in part due to concerns over soft drinks contributing to obesity and type 2 diabetes. Was Coke Life likely to be successful? Or was it simply a “greenwashed” product in a highly segmented market?
Details
The key objectives of this case are to comprehend the impact of changing consumer behavior on the financial performance of a company; to understand the concepts and importance of market segmentation, positioning, and branding; to analyze value propositions and value creation; to critically evaluate marketing decisions from a financial and an ethical perspective; and to critically discuss the role of governmental policy making in order to intervene in worrying consumer behaviour.
Using the case Analysis Method you are to consider the following factors (Students should choose those that they believe are most important)
1. Business model
2. Product/service offering and branding
3. Business relationships (e.g. customer, supplier, alliances/partnerships)
4. Market segmentation and targeting
5. Internal/organisation related factors
Essays should not exceed 1,500 words, using size 12 point font with 1.5 line spacing format. Essays must be fully and accurately referenced or they will not be graded. Students should aim for a 10 per cent to 15 per cent Turnitin similarity index with direct quotes properly referenced with quotation marks, source and page number (please contact the instructor if you need advice regarding Harvard referencing). Secondary research can be included in the assessment to consolidate arguments. The case analysis should be in an essay format.
Uploaded By : jack
Posted on : February 01st, 2018
Downloads : 13
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