What do you think is the business case with particular emphasis on the financial and the brand development dimensions of the business case?

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As we discussed in class, this reflection asks you to place yourself in the position of a senior marketing executive at the Coca Cola corporation. And you have just led the development of the global campaign to develop the brand image for Coca Cola as a modern environmentally progressive company.
You are not some overly aggressive, cold-hearted capitalist. In fact, just the opposite is true. Your friends and colleagues consider you to be a very conscientious, hard-working, and kind to the people around you. You were considered highly talented with a good education and you diligently built an very successful career over the years.
Reflection question 1 (maximum 500 words): Pretend you are our Coca Cola friend. What do you think is the business case with particular emphasis on the financial and the brand development dimensions of the business case? Feel free to write in the first person to really place yourself in our friend’s shoes. Please make separate comments for,
The so-called developed economy countries (e.g. Canada/US, Europe, Singapore etc.)
The so-called developing or emerging economy countries
Reflection question 2 (maximum 500 words): Now you are back to being yourself. Where did you struggle the most in thinking through the business case and defending the recycle plan? How do you think you will reconcile the conventional needs of a financially successful business and your own outlook on the world. There is no right or wrong here and you should feel free to express your honest thoughts.
Notes on assessment
Graded out of 5 points:
2 points – sincerity of effort. Did you make an earnest attempt to place yourself into the challenging business issues of Coca Cola?
2 points – clarity of thought development. Are your points well-structured and rational and not a stream of personal opinions. Did you make any effort to reference notable sources?
1 point – professional writing. Your basic command of professional written English is clear.

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