Marketing Success Factors of Coca-Cola Company Essay

1.0 Executive SummaryThis brood was commissioned to analyze the ten dollar billner merchandise advant come on factors of Coca- sess caller and suggest Coca-Cola caller-up on how to re purpose the riddles that had been faces. The research shows on how Coca-Cola social club achieves their success in nowadays by grocery storeing success factors. The ten tradeing success factors of Coca-Cola Company ar grocery research, merchandise analysis, selecting arse food grocery, pulverization analysis, merchandising commix, positioning, factors that influencing customer choice, innovation, cross out development strategy and implementing, monitoring, underwriteling. Further investigation reveal that the commercialise problems of Coca-Cola Company.Coca-Cola Company has facing securities indus puree problems such(prenominal) as whole roughness force play, competitors and environmental impact. Based on the study, we recommended Coca-Cola Company crystallize their wellness problem by launch lollipop complimentary, sugar less, low-calorie and no-calorie point of intersection. We recommended Coca-Cola Company solve their competitors problem by understand the refining of a uncouth and launch a reaping that has not launched by differents competitors before. Finally, we recommended Coca-Cola Company solve their environmental impact by employ reuse waxy in their bottle.2.0 Business Overview2.1 History of Coca-Cola CompanyCoca-Cola is a carbonate fluffy drink interchange in stores, restaurants, and vending machines in much than 200 countries. It is motherd by The Coca-Cola Company of Atlanta, Georgia. Coca-Cola Enterprises, established in 1986, is a young gild by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this community. The Coca-Cola partnership traces its beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to d primit ive Coca-Cola syrup for sale in fountain drinks.However the bottling line began in 1899 when ii Chattanooga occupationmen, gum benzoin F. Thomas and Joseph B. White head, secured the exclusive rights to bottle and sell Coca-Cola for close to of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to rent as independent, local anaesthetic stockes until the early 1980s when bottling franchises began to consolidate.In 1986, The Coca-Cola Company merged several(prenominal) of its company- proclaim operations with two freehanded ownership groups that were for sale, the John T.Lupton franchises and BCI H sr.ing Corporations bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the worldly concern on November 21, 1986, at a split-adjusted set of $5.50 a sh argon. On an annual basis, total unit flake gross sales were 880,000 in 1986.In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca- Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again dower accelerate bottler consolidation. As part of the merger, the senior cookment team of Johnston assumed responsibility for managing the Company, and began a dramatic, opted restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion.2.2 Mission of the Coca-Cola CompanyA mission report is a statement of the purpose of a company or organization. The mission statement should guide the actions of the organization, go out its overall goal, provide a path, and guide decision-making. Coca-Cola Company Roadmap starts with their mission, which is enduring. It declares their purpose as a company and serves as the standard against which they weigh their actions and decisions. The mission of Coca-Cola Company is to refresh the world, to inspire moments of optimism and happiness, and to create value and puzzle out a difference. In order to achieve these missions, Coc a-Cola Company mustiness create value for all the constraints they serve, including their consumers, their customers, their bottlers, and their communities.The Coca-Cola Company creates value by executing comprehensive furrow strategy guided by six name beliefs which are consumer demand drives e realthing they do, notice Coca-Cola is the core of their art. Besides, they will serve consumers a broad selection of the nonalcoholic ready-todrink beverages they want to drink by means ofout the day. They will be the best merchandiseers in the world. They will reckon and act locally and lastly they will lead as a model corporate citizen.2.3 set Market of Coca-Cola CompanyThe Coca-Cola Companys beverages are mainly for all consumers. However, there are some brands, which tar spring up specific consumers. For example, Coca-Colas diet soft drinks are targeted at consumers who are older in age, between the years of 25 and 39. PowerAde sports water target those who are fit, healthy an d do sport. Winnie the Pooh sipper cap juice Drink target children between the ages 5-12. This type of market approach refers to market segmentation. The Coca- Cola Company when advert has a primary target market of those who are 13-24, and a secondary market of 10-39.3.0 Marketing achiever Factors of Coca-Cola Company3.1 Market queryWhen attempting to implement a youthful Marketing plan a backing must address its target market and conduct the relevant information to insure the invigorated trade plan both(prenominal) differs from the old and is better for the ancestry. When conducting market research a business must depression define the problem and then gather the appropriate information to solve the problem. There are 3 types of information a business fanny gather to solve its problems. First type is Exploratory Research which clarifies the problem and searches for ways to address it.Second type is Descriptive Research that apply to measure and advert things like t he market potential for a fruit and characteristics of the target market. Lastly is Casual Research which habitd to test a hypothesis about a stupefy and effect relationship. Coca-Cola Company through its market research has addressed all three types of research to define the problem raised by contributionholders and garner information to serve their learns.3.2 Market AnalysisThe market analysis investigates both the interior(a) and impertinent business environment. It is vital that Coca-Cola carefully monitor both the internal and external aspects regarding its business as both the internal and external environment and their respective limits will be decisive traits in relation to Coca-Colas success and survival in the soft drink industry. The Internal Business Environment and its enamor is that which is to some fulfilment within the businesss control. The main attributes in the internal environment include efficiency in the production process, through management skills and effective communication channels.To effectively control and monitor the internal business environment, Coca-Cola must conduct continual appraisals of the businesss operations and readily act upon any factors, which cause inefficiencies in any phase of the production and consumer process. The External Business Environment and its influences are usually compelling forces that can affect a whole industry and, in fact, a whole economy. Changes in the external environment will create opportunities or threats in the market place Coca-Cola must be alive(predicate) off. Fluctuations in the economy, changing customer attitudes and values, and demographic patterns heavily influence the success of Coca-Colas products on the market and the reception they receive from the consumers.3.3 Selecting Target MarketOnce the situation analysis is complete, and the marketing objectives encounterd, attention turns to the target market. The soft drink market is very large, and the business cannot b e all things to all people, so it must choose which market segments give the great potential. The target market is the group of customers on whom the business focuses attention. The target market is where Coca-Cola focuses its marketing efforts as it feels this is where it will be most productive and successful. The target market for Coca-Cola is very childlike as it satisfies the needs for legion(predicate) assorted consumers, ranging from the healthy diet consciousness through Diet Coca-Cola to the average human through its best selling drink regular Coca-Cola.Most Coca-Cola products encounter all age groups as it is proven that most people of various age groups consume the Coca-Cola product. This market is relatively large and is open to both genders, thereby allowing greater product diversification. There are quadruplet broad ways which Coca-Cola can segment its market is Mass marketing, Concentrated marketing, Differentiated marketing, Niche marketing The most apparent system used by Coca-Cola is with no doubt the differentiated marketing method as reverse receives a range of different markets. Diet coke satisfys the weight consciousness, regular Coke, Sprite, Fanta the average human, coffee, iced tea etc. Each group of beverages satisfies a crabbed group of people but studyity the average human.3.4 SWOT AnalysisSWOT stands for Strengths Weakness Opportunities Threats. SWOT analysis is a technique much used in much general management as well as marketing scenarios. SWOT consists of examining the current activities of the organization- its Strengths and Weakness- and then using this and external research selective information to set out the Opportunities and Threats that exist. The Strength of Coca-Cola has been a complex part of world glossiness for a very long time. The products image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart.The Coca-Cola image is displayed on T-shirts, hats, and collec tible memorabilia. This extremely recognizable branding is one of Coca-Colas great strengths. Additionally, Coca-Colas bottling system is one of their greatest strengths. It allows them to conduct business on a global weighing machine while at the same time maintain a local approach. The bottling companies are locally owned and meshd by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coca-Cola does not have right away ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers.Weaknesses for any business need to be both minimized and monitored in order to effectively achieve productivity and efficiency in their businesss activities, Coca-Cola is no exception. Although domestic business as well as many international markets is thriving, Coca-Cola has latterly reported some declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power. Coca-Cola on the other side has effects on the teeth which is an issue for health care. It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. Being addicted to Coca-Cola also is a health problem, because drinking of Coca-Cola daily has an effect on your body later few years.The Opportunities for Coca-Cola is brand. Brand recognition is the pregnant factor affecting Cokes competitive position. Coca-Colas brand name is known well throughout 94% of the world today. The primary concern over the past few years has been to get this name brand to be even better known. Packaging changes have also affected sales and industry positioning, but in general, the commonplace has tended not to be affected by new products. Coca-Colas bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Coke the opportunity to service a large geographic, diverse area.Currently, the Threat of new viable competitors in t he carbonated soft drink industry is not very substantial. The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that infinitely put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate. Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness of the market could have a serious affect.Of course, both Coca-Cola and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market. Consumer buying power also represents a key threat in the industry. The controversy between Pepsi and Coca-Cola has produce a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competiti on. Furthermore, consumers can easily fox to other beverages with little cost or consequence.3.5 Marketing MixThe marketing mix is probably the most crucial stage of the marketing cookery process. This is where the marketing tactics for each product are determined. The marketing mix refers to the combination of the four factors which are price, publicity, product, and place that wee up the core of a businesss marketing strategy. In this step of the marketing planning process, marketing mix must be designed to satisfy the wants of target markets and achieve the marketing objectives. The most successful businesses have continually monitored and changed their marketing mix due to respective internal and external factors and have monitored the external business environment in order to maximize their marketing mix components.First factor of marketing mix is product. Many Products are physical objects that you can own and take home. But the word product means much more than just physic al goods. In marketing, product also refers to services, such as holidays or a movie, where you hump the benefits without owning the result of the service. Businesses must think about products on three different levels, which are the core product, the certain product and the augmented product. The core product is what the consumer is actually buying and the benefits it gives. Coca-Cola customers are buying a wide range of soft drinks.The actual product is the parts and features, which deliver the core product. Consumers will buy the Coca-Cola product because of the high standards and high quality of the products. The augmented product is the extra consumer benefits and services provided to customers. Since soft drinks are a consumable good, the augmented level is very limited. But Coca Cola do offer a help line and complaint phone service for customers who are not satisfied with the product or wish to give feedback on the products. Second factor or marketing mix is price. price i s a very important part of the marketing mix as it can affect both the offer and demand for Coca-Cola. The price of Coca-Cola products is one of the most important factors in a customer decision to buy.Price will often be the difference that will push a customer to buy our product over another, as long as most things are fairly similar. For this reason pricing policies need to be designed with consumers and external influences in mind, in order to effectively achieve a still balance between sales and covering the production costs. Price strategies are important to Coca-Cola because the price determines the core of sales and profit per unit sold. Businesses have to set a price that is attractive to their customers and provides the business with a good level of profit.Long before a sale was ever made Coca-Cola had developed a forecast of consumer demand at different prices which inevitably determined whether or not the product came on the market, as well as the allocation of adequa te money and resources to produce promote and distribute the product. publicity is the one-third factor of marketing mix. The progressional mix is the combination of soulal selling, advertising, sales furtherance and public relations that it uses in its marketing plan. Above the line promotions refers to mainstream media Advertising through common media such as television, radio set, transfer, and billboards and in newspapers and magazines. Because most of the target is most likely to be exposed to media such as television, radio and magazines, Coca-Cola has used this as the main form of promotion for extensive range of products.Although advertising is usually very expensive, it is the most effective way of reminding and ex make up potential customers to Coca-Cola Products. Coca-Cola also utilizes below the line promotions such as contests, coupons, and free samples. These activities are an effective way of getting people to give your product. The last factor of marketing mix is place. The place refers to distribution of the ways of getting the product to the market. The distribution of products starts with the producer and ends with the consumer.The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers. These then distributes them to retail outlets, milk bar and corner stores, restaurants, petrol stations and newsagents. There are two Place strategies which are indirect distribution and intensive distribution. The Coca-Cola Company uses intermediaries in indirect distribution. That is the company does not sell its products directly to its consumers. The Coca-Cola Company uses the intensive distribution strategy. The businesss products are sold in almost every outlet including retail outlets, small shops, restaurants, petrol stations, newsagents, schools, sports and inclosetainment venues from vending machines.3.6 military positionPositioning mean the process by which mar keters try to create an image or identity in the minds of their target market for its product, brand, or organization. Positioning divided into two which are re-positioning and de-positioning. Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.Once a business has decided which segments of the market it will repugn in, developed a clear picture of its target market and defined its product, the positioning strategy can be developed. Positioning is the process of creating, the image the product holds in the mind of consumers, relative to competing products. Coca-Cola and Franklins both make soft drinks although Franklins may try to compete they will still be seen as down market from Coca-Cola.Positioning helps cust omers understand what is unique about the products when compared with the competition. Coca-Cola plan to further create positions that will give their products the greatest advantage in their target markets. Coca-Cola has been positioned based on the process of positioning by direct equation and have positioned their products to benefit their target market. Most people create an image of a product by comparing it to another product, thus evident through the famous battles between Coca-Cola and Pepsi products.3.7 Factors that Influencing Consumer ChoiceWhen making decisions on products a business must look at factors that influence consumer choice such as psychological factors, Socio cultural factors, Economic factors and Government Factors. Psychological factors such as motivation, perception, lifestyle, personality and self concept, learning, and attitudes influence the consumers behavior towards a product and Coca-Cola has addressed this issue by introducing Diet Coke to satisfy different lifestyles.Socio cultural factors such as culture, subculture, socio-economic status, family and reference groups influence the consumers behavior towards a product. The family is probably the biggest influence on buying behavior. Marketers also need to focus product design and promotion of both males and females. When planning a marketing strategy, the marketing manager should know which member is the main decision-maker for the product so that promotion can direct at that person.Economic factors such as Disposable income and discretionary income. A persons economic situation will influence the sorts of products they will buy. Economic situation is determined by a number of factors such as level of income, savings and ability to borrow. The more a person earns the greater their ability to buy goods and services. Coca-Cola has addressed this side of the influence by maintaining a low price on the price of its products. Government Factors such as new regulations, inflation , interest rates all influence consumer spending and choice. Decisions made by the government at all levels will have an effect on the buyers behavior. Government policies also influence the level of economic activity which affects consumers federal agency and ability to borrow.3.8 InnovationInnovation generally refers to the creation of better or more effective products, processes, technologies, or ideas that are accepted by markets, governments, and society. Innovation differs from invention or renovation in that innovation generally signifies a substantial positive change compared to incremental changes.Coca-Cola has been able to survive and grow in an changing market because of its ability to systematically innovate and deliver new products. In the late 90s the company, typically video display earnings growth of 15-20% per year, turned in three straight years of falling profits. It was apparent that the market was changing and in order to keep up with these changes, Coca-Cola had to move from a single core product to a total beverage company.3.9 Brand Development StrategyBrand development strategy of Coca-Cola has been furthest reaching and has managed to remain in the limelight ever since it became a favorite with the non alcoholic drinkers. It has been noticed that brand loyalty is an important factor in maintaining the number one position. It is often impregnable to say merely why we buy one company product over another. Companies such as Nike and Adidas spend large amounts of money trying to win consumers away from their competitors who make products that are very similar.The popularity of the brand is often the deciding factor. Over the time Coca-Cola has spent millions of dollars developing and promoting their brand name, resulting in worldwide recognition. Coca-Cola is the most recognized trademark, recognized by 94% of the worlds population and is the most widely recognized word after OK. Coca-Cola red and white colors and special writing ar e all examples of world-wide trademarks.There are a number of branding strategies Generic brand strategy, Individual brand strategy, Family brand strategy, Manufacturer brand strategy, Private brand strategy and Hybrid brand strategy. Coca-Cola utilizes the Individual brand strategy as Coca-Cola major products are given their own brand names e.g Fanta, Sprite, Coca-Cola etc although they may be presented as different lines they operate under the name of Coca-Cola.3.10 Implementing, Monitoring and ControllingImplementation is the process of turning plans into actions, and involves all the activities that put the marketing plan to work. Successful implementation depends on how well the business blends its people, organizational structure and company culture into a cohesive program that supports the marketing plan. For its further success, Coca-Cola must impose several key changes. labor needs to be on time and meet the quota demanded from wholesalers. It must also be efficient so as not to build inventory stocks and inventory prices. The marketing needs to be motivated and erudite about the product. The forms of promotion such as advertising must be attracting and enticing to the target market to get the greatest amount of motion-picture show possible for the product.This will ensure the success of the product in the stores. Distribution of the product must be efficient. This problem has already been taken care of with convenient transport routes to commercial areas and transport already being arranged. Monitoring and controlling allows the business to check for variance in the budget and actual. This is important because it allows Coca-Cola to take the necessary actions to meet the marketing objectives. There are three tools Coca-Cola should use to monitor the marketing plan which are Sales Analysis, Market Share Analysis, Marketing Profitability Analysis. The sales analysis breaks down total business sales by market segments to identify strengths and weakne sses in the different areas of sales.Sellers of Coca-Cola products vary from major retail supermarkets to small corner stores. This gives the products maximum exposure to customers at their convenience. Market share analysis compares Coca-Cola business sales performance with that of its competitors. Coca-Cola looks to attach its market share by over 60%. With the changes Coca-Cola is currently undergoing, they aim to regain an iron fist control of the market. Target market various age groups and lifestyles from high school students too universities, and male or female.This analysis looks at the cost side of marketing and the lucrativeness of products, sales territories, market segments and sales people. There are three ratios to monitor marketing profitability they are market research to sales, advertising to sales and sales representatives to sales. The results of these three tools can help Coca-Cola determine any emerging trends, such as the need for a different product. Compari ng these results with actual results gives the business an idea on when to change.4.0 Market Problems4.1 Health ProblemCoca-Cola is a carbonated soft drink. Since studies indicate dad and sweetened drinks are the main source of calories in the American diet, most nutritionists advise that Coca-Cola and other soft drinks can be harmful if consumed excessively, particularly to young children whose soft drink consumption competes with alternatively than complements a balanced diet. Studies have shown that regular soft drink users have a lower inspiration of calcium, magnesium, ascorbic acid, riboflavin, and vitamin A. A common criticism of Coca-Cola based on its allegedly toxic acidity levels has been found to be baseless by researchers lawsuits based on these notions have been dismissed by several American courts for this reason.Although legion(predicate) court cases have been filed against The Coca-Cola Company since the 1920s, alleging that the acidity of the drink is dangerous, no evidence corroborating this claim has been found. Frequent exposure of teeth to acidic drinks increases the run a risk of tooth damage through alveolar consonant erosion. This form of tooth decay is unrelated to dental caries.Consume too much of carbonated soft drink will threatening kidney, increase diabetes risk, ontogenesis obesity risk and others diseases that will affect our healthy. The people with diabetes to consume sugar is strictly prohibited because the endocrine insulin in the body is not enough, not even able to convert these sugars into the muscle sugar (glycogen). As a result, blood sugar (glucose) will be increased and dangerous. Carbonated drinks rich in calories. Calories that enter the body can increase the risk of obesity.4.2 CompetitorsCoca-Cola Company has many competitors in the soft drink industry, such as Pepsi, Sarsi and so on. The main competitor of Coca-Cola Company is Pepsi. Pepsi is clearly a market challenger to market leader Coca-Cola Company. Pepsis trendy advertising featuring American pop stars, from Michael Jackson to Britney Spears is clearly geared towards American young consumers. On other hand, Coca-Cola Companys approach to the market has traditionally been more alimentary relying more heavily on images of happiness and togetherness, tradition, and nationalism.However Pepsi has made its share of blunders as well. Pepsi Blue, a blue, berry-flavored version, has at rest(p) the way of Pepsi soft drink disasters, Crystal Pepsi and Pepsi Clear had been discontinued. Around the world, there are many local brands compete with Coke. In South and Central America Kola Real, known as Big Cola in Mexico, is a growing competitor to Coca-Cola. On the French island of Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to Coca-Cola. In the French region of Brittany, Breizh Cola is available In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up.4.3 Enviro nmental ImpactsIn December 1990, Coca-Cola Company announced that they would begin using recycled tensiles (PET) in their bottles, but they have not followed through. The technology to make 100% recycled-content plastic bottles has been available in the United States since the U.S. Food and Drug Administration gave its approval in 1994 for food contact applications. Coca-Cola Company is abandoning the decades old practice of packaging its soft drinks in recycled content containers like aluminum cans and glass bottles in favor of non-recycled plastic.Coca-Cola Company no use the PET in their bottles cause the plastic pine away is increasing ten times faster than recycling of plastic soda bottles. The packaging chooses by Coca-Cola Company earnestly effect health and environmental impacts. Coca-Colas plastic soda bottle in particular, stem from extraction of non-renewable resources, goose egg consumption in manufacturing and in the refining of raw materials and industrial processe s used to produce plastics have seriously effect health and environmental impacts.5.0 Recommendation5.1 Health ProblemCoca-Cola is a carbonated soft drink. As we know that consume too much of the carbonated soft drink will threatening our kidney, increase diabetes risk, increase obesity risk and others diseases. Coca-Cola Company should put more effort on innovation of new product that good for health. Coca-Cola Company can produce sugar free or less sugar Cola-Cola product. Coca-Cola Company has success produce sugar free Coca-Cola product such as Coca-Cola Light. Besides, Coca-Cola also creates Coca-Cola nix which is low-calorie compare with other Coca-Cola product. Besides, Coca-Cola Company can keep launch low-calorie and no-calorie product.The ingredients use must be in high-quality and can be part of a healthy, balanced diet. Coca-Cola Company can also help consumers manage calorie by introduce smaller packaging sizes in markets to make sure that consumer will no consume too much at one time. In addition, Coca-Cola Company can try to produce isotonic sport drinks that have not produce before. Isotonic sport drinks can reduce the risk of water intoxication by replenishing fluids and electrolytes in a ratio similar to that normally found in the human body. It is good for health.5.2 CompetitorsThe Coca-Cola Company is the worlds leading soft drink manufacturer. Coca-Cola Company has many competitors in the soft drink industry. The main competitor of Coca-Cola Company is Pepsi. Coca-Cola have difference competitor at difference country.Coca-Cola Company must understand the culture of a country before they launch their product. Coca-Cola Company need to know their product name sounds good or not according to the language and the heart of their name at the country. If Coca-Cola Company do not know the culture of a country, Coca-Cola Company is hard to master the competitor at that country.Besides, Coca-Cola Company can launch a product that has not launched by others competitors before. Coca-Cola Company can try to produce new taste of Coca-Cola soft drink. The creativity of a company is very importance in innovative a new product to defeat their competitors. Coca-Cola can try mix the fruit taste they have not mix before to produce a new product that their competitors have not produce.In addition, Coca-Cola Company can also have a promotion to promote their product. Promotion can be discount promotion, free gift promotion, lucky draw promotion and so on. Most of the consumer like buy goods when have promotion. Coca-Cola can use promotion strategic to defeat their competitors.5.3 Environmental ImpactsIn December 1990, Coca-Cola Company announced that they would begin using recycled plastics in their bottles, but they have not followed through. Coca-Cola Company no use the recycle plastic in their bottles cause the plastic godforsaken is increasing ten times faster than recycling of plastic soda bottles and seriously effect health and environment impacts. Coca-Cola Company Should uses the recycle plastic in their bottles to reduce the increasing the plastic waste. Plastic waste can be reducing by recycling the plastic bottle and produce new plastic bottle. If Coca-Cola Company still uses non-recycle plastic in their bottle, the plastic waste will keep increasing and the raw material for producing plastic will decreasing.This will cause lack of material to produce others plastic product. Besides, recycled plastic can reduces all of the associated health and environmental impacts compared to production of non-recycle plastic from raw materials. When Coca-Cola Company use non recycle plastic, extraction of non-renewable resources like oil and gas for the plastics industry occur. Highly energy intensive consumption in manufacturing when production of non-recycle plastic. Furthermore the refining of raw materials and industrial processes used to produce plastics associated materials generate toxic chemicals posing a r isk to worker safety and public health. So, Coca-Cola Company should use recycle plastic to solve this problem.6.0 ConclusionNowadays, Coca-Cola Company is a very successful beverage company because of their market success factors. The market success factors of Coca-Cola Company are market research, market analysis, selecting target market, SWOT analysis, marketing mix and so on. The Coca-Cola Company faces some market problems such as health effect, competitors and environmental impact.We have suggested Coca-Cola Company solve their health problem by launch sugar free, sugar less, low-calorie and no-calorie product. Coca-Cola Company understands the culture of a country and launches a product that has not launched by others competitors before. Finally, Coca-Cola Company must use recycle plastic in their bottle to solve environmental impact. From the report, we learn the market success factors of Coca-Cola Company and their history. We know about the Coca-Cola Company problems and t he ways to solve their problems.Bibliography1. Coca-Cola. (November 2011) Retrieved October 24, 2011 from http//en.wikipedia.org/wiki/Coca-Cola2. Coca-Cola Marketing Plan. (2006) Retrieved November 2, 2011 from http//www.bookrags.com/essay-2003/6/14/53228/52273. Coca-Colas mission, vision and values. 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