Milestone 2

User Generated

wuheyrl

Business Finance

Description

My company that I have chosen is Coca-cola and the product made is described in the paper attached! This is a continuation of that previous paper!

This milestone defines an organization’s core competencies, key strengths, and key weaknesses to provide strategic viability for it in the marketplace. These are important because they impact the strategic management process. Business decisions are made to capitalize on strengths, while avoiding potential dealings in which organizational weaknesses could compromise success. Core competencies are defining capabilities that provide strategic advantages because the competition cannot easily duplicate them. These relate to the final project because they provide the foundation for continued growth and success in the dynamic marketplace. They provide guidance that will go beyond the current product or service being presented in the business plan. Specifically, the following critical elements must be addressed:

Section Four: Strengths and Weaknesses

For the company you have chosen, identify and assess at least four, but no more than eight, of each of the following:strengths, weaknesses, opportunities, and threats that may affect new business activities or offerings. You may use topics listed in the Module Four discussion or others that you deem important. Then, identify emerging consumer trends and explain how they impact branding and success of your new product or service. Additionally, analyze how perceived ethics violations might affect branding and success. Finally, assess how all of the SWOT and ethics factors affect branding and operations within the organization.

Section Five:Core Competencies

Continue your paper by identifying and explaining three to five core competencies for the company you have chosen. Explain how and why they are not easily duplicable by the competition. Explain how these core competencies dovetail with your new product or service offering.Upon which competency or competencies will the new business offering benefit and why?What strategic implications will/could this have on the new offering?

Guidelines for Submission

Should utilize double spacing, 12-point Times New Roman font,

one-inch margins, and discipline-appropriate citations.

It should be 8–10 pages in length and follow APA formatting requirements.

Unformatted Attachment Preview

Running head: COKE’S PEPPLE DETOX JUICE Coke’s Pepple Detox Juice Jaclyn Hurley Southern New Hampshire University 5/20/2018 1 COKE’S PEPPLE DETOX JUICE 2 Introduction Coca-Cola Company is world’s largest producer of carbonated soft drinks and captures about 50% of the global market share. Although it began as a pharmaceutical drink, it has evolved over the years due to the consumer taste and preferences. The company operates in more than 200 countries worldwide. Being the world’s largest beverage producer, it focuses on creating a green environment, promotes healthy living, and create a conducive environment for the associates hence promoting the economic boundaries of the regions of its operation. The company has a significant share in the top-five distributors of soft drinks brands globally, CocaCola, Diet Coke, Fanta, and Sprite. The drive of the company is to refresh the world, inspire moments of optimism and joy as well as building value and make a difference in the market. The first mission statement of the company has seen it develop over the years and outweigh its competitors to the extent of becoming the world’s leading company in beverage production. Brand Idea and concept. Coke products are known for various benefits like easy of digestion due to gastric acid in the fizzy drinks, acts like brain stimulant, increases energy and can help to eradicate nausea (Walker, 2018). Nonetheless, in the recent past, people keenly investigate what they put in their bodies. They try to avoid the sugared commodities to prevent health complications. The concern for good health yielded to less consumption of Coke product translating to massive losses. People avoid consuming taking some of Coke's product because of the added sugars during the preparation and processing of the soda. When these excess sugars enter into our bodies through coke consumption, the body converts the sugars into energy, and if the heat is not consumed, it is converted into fats. The excessive use of sugar creates several health risks like high blood pressure, heart diseases, obesity, smaller brain and lowered memory capacity, cancer, damages to COKE’S PEPPLE DETOX JUICE 3 blood vessels as well as type 2 diabetes and stroke. Now that people are running away from Coke, it is high time for the company to add a blended detoxifier purely extracted from apple and pear fruits juices. Even though the composition of Apple and Pear is sugary, there is every reason to consume it because it contains antioxidants (Recipes & Corner, n.d.). Scientists have proved that Apple has a polyphenol content that increases its anti-oxidation capabilities. It also boosts lipid metabolism, and aids in cholesterol absorption and can minimize chances of cancer infections. On the other hand, pear fruit and juice is known for its nutritional and medicinal capabilities. Pear juice has both sugar and organic acid suitable for human consumption. For example, the low glycemic load means the carbohydrates contents are converted into sugars slowly. Phenolic acid promotes faster food digestion, softens the blood vessels and lowers the cholesterol content in the body. The soluble Pectin fiber impasses into fatty substances and helps lower cholesterol levels too and reduce the risk of heart disease and cancer also. Most importantly pear juice is rich in Vitamin C essential agent of anti-oxidant which promotes healthy body metabolism and help to repair tissue and prevent any severe impairment. With these two types of fruits, Coca-Cola can help to retain its market share and creating a new soft drink, Pepple Detox. The new product, Pepple Detox will bring joy to the company in that most people will start buying the new product. The product will be sold to everybody because health issues currently cut across all ages, from youngsters to the old people. It will help people to detoxify their bodies while enjoying and refreshing themselves. The blended coke’s detox, Pepple detox will be significant in health and agricultural sector as the farmers will be tasked supplying more pears and apples to the Coke’s processing plants to manufacture Pepple Detox and meet the rising demand of the consumers. COKE’S PEPPLE DETOX JUICE 4 Features of Pepple Detox Juice The new brand, the Pepple Detox juice will be characterized by high natural mineral elements like Potassium, Magnesium, Calcium, and sodium (Essa & Salama, 2002). These elements are essential for proper muscle and nerve functionalities, keeping the heart in good health. It aids in water regulation in the body and electrolyte levels hence maintaining protein and carbohydrate metabolism. Other components of the Pepple Detox juice will include polyphenol content that increases good for anti-oxidation, good lipids metabolism, and aids in cholesterol absorption and can minimize chances of cancer infections (Essa & Salama, 2002). These desirable characteristic of the Pepple detox juice are appealing to everybody, and it will rain dollars upon market penetration. Marketing strategy for Pepple Detox Juice To market the new brand juice, the company need to deploy different strategies for marketing, both internal and external strategies. This could include advertisement and promotion, the company could use its unique marketing strategy by formulating an outstanding message to create awareness to the target market segment. To certify brand usage, Coca-Cola would use direct distribution, advertising, and even collaborative engagements with the brand to motivate and remind consumers about the existence of Pepple Detox Juice. The company could also be keen on packaging graphics and visual identity systems, VIS (Company and Moye, 2017). The packaging design the Pepple Detox Juice should have an appealing appearance of the brand. Other forms of marketing to consider could be deploying four Ps of marketing, product, price, place, and promotion. Now that the brand, the product was ready, the marketing team could further gather more information from the customers regarding the improvement of the product. For the price, the company could ensure even though their price is a bit higher than that of COKE’S PEPPLE DETOX JUICE 5 regular juices, it is also reasonable to every customer. To identify the most convenient client is the most vital marketing strategy that could be used by the corporate. Since Pepple Detox Juice will be rich in nutrient, vitamin C and other natural minerals like Potassium, Magnesium and Calcium that aid in the good flow of blood in the vessels and prevent chronic diseases regulates heart activities, it will better if they could target on general consumers and but emphasize on people with chronic diseases. Finally, the company could focus on promoting the brand either through the social media or holding camps to create awareness about the existence of the Pepple Detox Juice How the company is differentiating from competition Alignment of pricing with market position and corporate mission Despite the existence of other juices in the market, the company has to strategize on the issue of pricing the brand product. It could consider competitive pricing strategy by setting prices based on the rates of the opponents and the current market. Although the market is very competitive, the company should consider establishing a higher price than the competitors because the brand is worth. Since the firm is well known to many consumers, they could find it easy to purchase from Coca-Cola and thus to give it an opportunity to capture a considerable market share despite the existence of several juice brands in the market. In the beginning, the company could set a higher price than its opponents since the supply of the Pepple Detox Juice will be low in the market and the demand is expected to be too high (Wickford, 2018). But with time, the product will be in the market, and thus, demand declines and customers might not be ready to pay the set price. Due to decline in order, the company could consider setting comparatively stable costs over time and device a promotion mechanism when needed. COKE’S PEPPLE DETOX JUICE 6 The effectiveness of existing branding, and implications for new product, Pepple Detox Juice Other juices and even some Coke brand juices are still in the market and have some the components for the proposed juice. The consumers will have to experience the new Coke juice brand. Since all the ingredients exist in the market, it will be a better option for the company to blend them into one juice, Pepple Detox Juice. Blending will help to put several components together easily because sources are readily available. The existence of other brands in the market will facilitate faster marketing of Pepple Detox Juice translating to high returns. It will be easy for the company to corporate the labor force and use minimized budget to manufacture the new product. With all available resources and expertise in juice production, the firm will easily derive a desirable formula for the product. A desirable characteristic equals to consumers willing to buy the product. Critical demographic features of target market by Pepple Detox Juice brand After design, a product, the next step a corporate embarks on, is the target market. An excellent choice of the target market translates to a lucrative return. For the Pepple Detox Juice, the company chose a niche of the market to be the youth active in social media (Jaekel, n.d.) and mothers who do most of the shopping for their families. Through the social media, the company will manage to reach broad clients, mostly youths, youths and young adults who spend most of their time on social media platforms. The company will target youth demographics and the content developed by the advertisement team suit every single channel. The promotion strategy should be somehow comedic because it encourages customers to set a part-time to be idle and enjoy being on the social media platforms. COKE’S PEPPLE DETOX JUICE 7 Since the Pepple Detox Juice targets customers who spend time on the internet, the promotion team could channel their marketing skills to them and show them how the best is the new brand. They could upload video clips on social media like Facebook, Twitter, Instagram and all other channels and the youth would watch them, like and buy the product and make referrals to their friends and parents. That the best way to describe the target market for the brand is that, say that they are youth who are more energetic, like experiencing new thing and ideas, spends some of their time on social media, and are very interactive. Thus making the product well known readily over the shortest period. This is the best target group for the company because the other market segments, like the aged people, might be reluctant to purchase the Pepple Detox Juice in the claim that it’s just juice like any other. Other behavioral or psychographic characteristics of the target market Youths are very significant and influential customer to the entrance of the new product. If the product promoters can learn their psychological and behavioral characteristics, it could be straightforward to capture a considerable market share on the market entrance. They acutely perceive things differently, and their behavior changes as well. Most of them actively participate in sports and that they need a lot of energy to remain active (Trott, n.d.). And since Pepple Detox Juice is rich in nutrients, it therefore good to target them. They also have different demographic behavior, socio-economic characteristics. The target market for this brand is actively involved in various activities, and thus they need a lot of energy to carry on their duties and to grow as well making it an excellent venue for the marketing team to concentrate on them with a guarantee of success into the market. How Pepple Detox Juice meets a specific want or need of target market COKE’S PEPPLE DETOX JUICE 8 The goal of any company to produce a new product is to meet the needs of the target market segment as well as making profits out of it. Pepple Detox Juice has filled the gap of their relevant consumers by ensuring that they benefit from improved nutrients and composition of the product. The juice will be manufactured in high processing standards making it more suitable for consumption by human life (Vale, 2014). The composition of the juice also makes it more ideal for the people who are health conscious in that it has a polyphenol content that increases its antioxidation capabilities. It also boosts lipid metabolism, and aids in cholesterol absorption and can minimize chances of cancer infections. This altogether improves standards of livings due to its authenticity, naturally produced and genuinely produced. Hence the product has closed the gap that was in the market for diehard Coca-Cola consumers who wished to have a blend of Detox juice from the company. Defends choice of target market relative to product success, based on analysis of target market’s characteristics, needs, and wants The success of any product to the market depends on the choice of the target market, the characteristics, needs and wants of the market segment. The success of the Pepple Detox Juice is attributed to the fact that there is a readily available market and the channels of marketing are available making it possible for the product to flourish in the market. The presence of social media will contribute a lot toward the success of Pepple Detox Juice because the information and marketing will be posted to the press and available to target consumer to view it and make the immediate action. These actions could be going to buy the juice or passing the information to the friends. And in most cases, if the data is delivered to the mothers, then they could include the juice on their shopping list since they do most of the shopping in the house. COKE’S PEPPLE DETOX JUICE 9 Judges how much target market is willing and able to pay for product or service, using target market analysis and research on close competitors’ prices to justify a response Based on prevailing market prices of the juice the target market for the Pepple Detox Juice are not willing to pay the Company the proposed cost because they think that Coca-Cola brand is overcharging them. For example, the current price is $4.29 for a bottle of 52 oz which is as twice as the regular juice costing $2 for b4 oz bottle. If the amount is reduced, the customers would be more than willing to purchase the new product in the market. Fixed and variable cost Packaging and good taste of Pepple Detox Juice are variable costs. These are direct supplements of the Coca-Cola production can be identified directly from the description of variable costs which is the expenses that change in proportion to the activity of a business. The sweeteners and packaging are the. They vary depending on the production volume; for example, they rise as production increases and fall as production decreases. Variable costs differ from fixed costs as fixed costs remain the same despite production output(Harris, 2014). Contribution margin can be defined as sales revenue minus variable expenses. This is the amount of revenue that is available to contribute to covering fixed expenses after all variable expenses have been covered. Warehouse $1.5m Shipping $3m $1.5m Variable cost COKE’S PEPPLE DETOX JUICE 10 Packaging Variable Sweeteners variable Workers Variable Evaluates whether targeted consumers are willing and able to pay more for product or service if it aligns with their preferences for socially responsible and ethical behavior, justifying response with evidence The customers are willing to spend more on the Pepple Detox Juice provided it meets their preferences and ethically manufactured. Three customers conducted a taste on Pepple Detox Juice, and they all agreed that they could be willing to spend some extra coins on the brand provided it does not violate the ethics. Pricing strategies Pricing of Pepple Detox Juice utilizes a licensing framework. Generation and promotion are taken care of by Select Pepple Detox Producers. Brands are progressively running the product engaged promotions that look to depict products as real and common. Presently CocaCola is featuring supportability alongside dietary esteem. Pepple Detox Juice national normal cost will be between $4.29 for a 52 oz. bottle. This will be over double the cost of traditional soft drinks and marginally more than what the competitors sell in the market. COKE’S PEPPLE DETOX JUICE 11 References 1.) Bragg, S. M. (2016). Cost accounting fundamentals: Essential concepts and examples. 2.) Code of Ethics - Strategic and Competitive Intelligence Professionals (SCIP). (2017). Retrieved from https://www.scip.org/page/CodeofEthics? 3.) Essa, H., & Salama, M. (2002). Effect of macerate enzymes on the yield, quality, volatile compounds and rheological property of prickly pear juice. Nahrung/Food, 46(4), 245. doi: 10.1002/1521-3803(20020701)46:43.0.co;2-i 4.) Harris, C. (2014). Fixed and variable costs: Theory and practice in electricity. 5.) Jaekel, B. TBS' largest-ever social campaign spoofs common tropes | Mobile Marketer. Retrieved from https://www.mobilemarketer.com/ex/mobilemarketer/cms/news/socialnetworks/22956.html 6.) Recipes, A., & Corner, H. Cloudy Apple Pear Juice. Retrieved from https://www.happyfoodstube.com/cloudy-apple-pear-juice/ 7.) Trott, O. Behavioral & Psychographic Segmentation: How To Develop Buyer Personas. Retrieved from https://medium.com/data-dump/behavioral-psychographic-segmentation-how-todevelop-buyer-personas-17498dde968f 8.) Vale, J. (2014). Super juice me!: 28-day juice plan 9.) Walker, E. (2018). The surprising health benefits of drinking Coca-Cola. Retrieved from http://home.bt.com/lifestyle/health/healthy-eating/surprising-health-benefits-of-coca-cola11364003752974 COKE’S PEPPLE DETOX JUICE 10.) We Tried Coca-Cola's New "Premium" Juices So You Don't Have To. (2018). Retrieved from https://www.buzzfeed.com/rachelysanders/Pepple Detox Juice-milk-tastetest?utm_term=.fk6dA3le3#.liz8EJOlJ 11.) Wickford, H. (2018). Factors Influencing Pricing Strategy. Retrieved from http://smallbusiness.chron.com/factors-influencing-pricing-strategy-54489.html 12
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Running Head: COKE’S DETOX JUICE

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Coke’s Pepple Detox Juice
Course name
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COKE’S PEPPLE DETOX JUICE

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Introduction
Coca-Cola is a global corporate known for the production of beverage drinks. The
company operates in more than 200 countries across the world. In the recent past, the
company felt underrepresents in dairy production. In anticipation to capture market
segment in milk sector, it partnered with Fair Oak, a well-known milk producer Dr.
Michael McCloskey. Fair Oak is an Indian based farm with an estimated daily production
of 280, 000 gallons of milk. The farm covers an area of 35,000 acres and has over 36, 000
cows. Even though the milk is very healthy for consumption, the firm needs to come up
with a new product, Pepple detox, to act as a detoxifier. People nowadays pay attention to
what they consume. As a result of health concerns, people go for detoxifying agents to
remove any toxic elements in their bodies. Pepple detox ought to be an exceptional juice
product that the company will manufacture by blending two fruits juices, Pear and Apple.
The two extracts contain ant-oxidation components and other elements which are
curative. Therefore, the juice will be suitable for consumption hence beat the health
challenges posed by taking Coke soda. The juice is to be bought for its medicinal and
refreshing value. The product adheres to company’s mission by providing nutritious juice
thus improving health and vitality of the consumers.
Strengths and Weaknesses of the Coke’s Pepple Detox Juice
Consumers will receive the introduction of Pepple detox juice in the market in
different perspectives. Some customers will entirely be against the juice brand while a
large number of customers will embrace the idea. Therefore the brand strengths and
weaknesses will purely be derived from consumer’s comments as well as the marketing
team ideologies. Some of the forces for Pepple detox included but not limited to; it used

COKE’S PEPPLE DETOX JUICE

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the Coke’s distribution channels (Bechtel, 2018). During the marketing of this brand, the
distribution group will use Coca-Cola’s channels of distribution. For example, social
media platform, most of the advertisement and promotions through media where the
target consumers are readily available. The information about the milk spread quickly
because of the awareness and knowledge was open. The use of internet shall facilitate
brand recognition because most of the youth spend time on media platforms like Twitter,
Facebook, Instagram and other platform and they surf the web, they could come up with
the Pepple detox juice adverts and spread the information or to buy the juice by
themselves. Thus the availability of Coca-Cola’s distribution channel significantly boosts
the marketing of Pepple detox juice in the market.
Another strength of the brand is its composition. The new juice, the Pepple Detox
juice will be characterized by high natural mineral elements like Potassium, Magnesium,
Calcium, and sodium (Essa & Salama, 2002). These elements are essential for proper
muscle and nerve functionalities, keeping the heart in good health. Aids in water
regulation in the body and electrolyte levels hence maintaining protein and...


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