STRUCTURE FOR THE CUEGIS ESSAY:

CHANGE - Transformation that happens within an organization, industry or market.

CULTURE - Refers to the shared values, beliefs and behaviors that shape how people interact
with one another
ETHICS - Moral principles and values that help bring about decisions and build trust with
stakeholders
GLOBALIZATION - It is the coming together of businesses, individuals and governments from
across the globe and open up barriers to communicate and conduct trade
INNOVATION - It is the art of building and introducing new products and services that helps
satisfy consumer needs and wants
STRATEGY - the various methods that are used to achieve institutional goals and objectives.

INTRODUCTION
- Define the key terms of CUEGIS
- Overview of the organization

BODY (3-4 PARAGRAPHS)

- FOR EACH PARA
Main point
Relevant concept
Relevant concept
Stakeholder
Supporting evidence
CONCLUSION
- Summary of main points
- Final view
- Answer to the question

IMPORTANT POINTS FOR CUEGIS ESSAY

- Coca Cola was founded by John Stith Pemberton in 1886 in Atlanta, Georgia
- CURRENT CEO OF COKE - James Quincey
- It was first sold at local pharmacies as an alternative to alcoholic beverages
- No marketing budget or any strategy except for providing coupons for free samples
- It was then bought over by Asa Candler and started to aggressively advertise on
newspapers, calendars and radio channels. Its unique franchising model was also
established at this period of time and became America’s number one soft drink.
- As the organization grew substantially, so did its marketing budget and strategies.
- Vision statement of coca cola - “to craft the brands and choice of drinks that people
love and enjoy, to refresh them in body and spirit. And done in ways that create a
more sustainable business and better shared future that makes a difference in
people’s lives”
 - WRITE ABOUT STAKEHOLDERS CONFLICTS
- Though Coca-Cola is an American brand, over 70% of its revenue is generated from
non-US sources - peak globalization

CHANGE
- The company has gone through several stages of change to stay relevant in the market
and to maintain its brand image as the world’s best soft drink company. One notable
example of change at Coca-Cola is the company's response to the growing trend
towards healthier lifestyles and diets. In response to this change, Coca-Cola has
introduced low- and no-sugar options, such as Coca-Cola Zero Sugar, which is a
sugar-free and calorie-free drink. This change has enabled the company to appeal to a
wider range of customers, including those who are health-conscious and looking for
healthier drink options.

TIMELINE OF ORGANIZATIONAL CHANGES:

Reorganization in the 1980s: (FOCUSED ON EFFICIENCY, CENTRALIZE OPERATIONS AND

STREAMLINE PRODUCT LINES) - further growth and maintenance of the worlds best sd comp
In the 1980s, Coca Cola underwent a significant reorganization aimed at improving
efficiency and competitiveness. The company centralized its operations, streamlined its product
lines, and invested heavily in marketing and advertising.
The reorganization helped Coca Cola maintain its position as the leading soft drink company
and paved the way for further growth and expansion.

New CEO and Strategy in the late 1990s:(DD, MORE PRODUCT OFFERINGS AND GLOBAL
REACH, ACQUIRING SEVERAL NEW BRANDS AND DIVERSIFYING.
In 1997, Coca Cola appointed Douglas Daft as CEO, who implemented a new strategy
aimed at expanding the company's product offerings and global reach.
The strategy involved acquiring several new brands and diversifying into new beverage
categories, such as juices and sports drinks.

Restructuring in the early 2000s: (EFFICIENCY AND PROFITABILITY, ELIMINATED

THOUSANDS OF JOBS, CONSOLIDATED ITS BOTTLING AND DISTRUBITION)
In the early 2000s, Coca Cola underwent a major restructuring aimed at improving
efficiency and profitability.
The company eliminated thousands of jobs, consolidated its bottling and distribution operations,
and implemented cost-cutting measures throughout its supply chain.

Refocus on Core Brands in the mid-2010s:

In the mid-2010s, Coca Cola refocused on its core brands and divested several non-core
brands to improve profitability.
The company also invested heavily in innovation and marketing to adapt to changing consumer
preferences and address concerns around health and wellness.
These are just a few examples of the major organizational changes that Coca Cola has
undergone over the years. Each change reflects the company's efforts to adapt to changing
market conditions, maintain its competitive edge, and meet the needs and expectations of its
stakeholders.

EXPOSURE TO VARIOUS DIFFERENT MARKETS THROUGH THE MEANS OF

SPONSORING POPULAR SPORTS EVENTS SUCH AS THE FIFA WORLD CUP AND
CRICKET TOURNAMENTS - THIS IS WHERE THERE IS A VIEWERSHIP COUNING TO THE
BILLIONS AND COCA COLA THEREFORE WILL GET EXPOSURE TO AS MANY OF THESE
PEOPLE AS POSSIBLE - ABOVE THE LINE MARKETING

CULTURE
- A strong organizational culture is essential for a company’s success. An example of
Coca-Cola's culture is its commitment to diversity and inclusion. The company has a
strong emphasis on creating a workplace that is inclusive and respectful of all
employees, regardless of their background or ethnicity. The company has several
initiatives aimed at promoting diversity and inclusion, such as its "Diversity and Inclusion
Council," which works to ensure that the company is fostering a diverse and inclusive
workplace.
- As they are exposed to different religions and cultures in each of their operating regions,
the employees are offered paid leaves on days of religious occasions. For example, in
the Middle East, the employees are offered leaves on the day of Eid or the employees in
India are offered leaves on holy festivals such as Diwali, Holi etc. This acts as a way of
motivating the employee and giving him or her a break to recover from the workload.
- Another significant cultural change in Coca Cola was the adoption of a more
customer-centric approach in the early 2010s. This shift was driven by the recognition
that the company needed to better understand and respond to the changing needs and
preferences of its customers. However this was extremely complex and hard to
implement as there was a need for a complete mindset shift and also changes right from
marketing to finances, especially in an organization that is massive
- Another significant cultural change is the change from a centralized structure from a
decentralized structure which was extremely

INNOVATION
- PRODUCT INNCATION: Coca-Cola is known for its innovative products and for its use
of new technologies. The company has been at the forefront of innovation in the
beverage industry, including the introduction of low- and no-sugar options, and it has
embraced new technologies, such as digital platforms for marketing and customer
engagement, to improve its performance and reach a wider audience. The company has
 a strong focus on sustainability, and it has set sustainability targets, such as reducing its
water usage and carbon footprint, to improve its environmental performance.

- MARKETING INNOVATION - Coca cola has been considered the king of marketing for
a long time now and has been the pioneer of mobile marketing. Coca cola was one of
the first beverage companies to appeal to the Gen-z population by leveraging the
massive growth of mobile phones and social media in order to market their products.

- Sustainability innovation: Coca Cola has made significant efforts to address

sustainability and environmental concerns, which has involved innovative approaches to
packaging, waste reduction, and water conservation. For example, the company has
introduced plant-based bottles, launched recycling and waste reduction initiatives, and
implemented water stewardship programs.

ETHICS
- Coca-Cola has faced criticism for its ethical performance, particularly in relation to water
depletion, pollution, and exploitation of workers in developing countries such as mexico.
In response, the company has taken steps to improve its ethical performance, including
setting sustainability targets, such as reducing its water usage and overall carbon
footprint, and implementing fair labor practices. In 2019, the company launched its
"World Without Waste" initiative, which aims to collect and recycle the equivalent of
100% of its packaging by 2030.

- Being ethical consists of making decisions which involve the socially accepted moral
principles; whether a decision is morally right or wrong. Coca-Cola, in the past, has dealt
with many obstacles in relation to ethics. The company has been accused of causing
pollution in several villages in India. The villagers have accused Coca-Cola of depleting
most of the local groundwater since the arrival of the Coca-Cola bottling plant in 2015,
leaving villagers with almost no water to use. Furthermore, the inhabitants have
complained that the company has caused air and land pollution – such as polluting soil
and groundwater, causing the loss of contract workers and farmers in the village. The
company was asked to shut down by the pollution council of Kerala, India. On the other
hand, the company started The Coca-Cola scholars program which has been a
provider of scholarship for over a quarter of a century, created in 1986. The program
consists of young students who want to make the world a better place through
community service and more. Additionally, Coca-Cola has given out over 22 million USD
as grants. It has employed workers for over a century. Furthermore, employees and
workers may suffer from unethical conditions that they are working in, Coca-Cola is
known for employing child labor working in unhygienic conditions.

- GROUNDWATER EXTRACTION - DEPLETE - VILLAGERS AND FARMERS WERE

LEFT WITH NO WATER - NOW USE ETHICAL PRACTICES SUCH AS
 REPLENISHING THE GROUNDWATER AND RECYCLING OF THE WATER
RESOURCES TO REDUCE THE IMPACT ON THE ENVIRONMENT AND PEOPLE
- HAITI - STRIKE DUE TO OVERWORK
- MEXICO - LARGEST CONSUMER OF COCA COLA - PLASTIC USAGE IS
EXTREMELY HIGH - MEXICAN AUTHORITIES FILED A LAWSUIT AGAINST COCA
COLA FOR THEIR ENVIRONMENTAL IMPACT - NOW THEY ARE USING
RECYCLABLE MATERIALS IN THEIR BOTTLES AND ALSO PARTNERING WITH
ORGANIZATIONS SUCH AS OCEANCLEANUP IN ORDER TO BRING ABOUT A
POSITIVE CHANGE IN SOCIETY.

GLOBALIZATION

- The Company first began international expansion through local production in Canada,
Cuba, Puerto Rico and the Philippines.
- In 2023, coca cola is a global behemoth operating in over 200 countries and is
recognized by approximately 95% of the world’s population. It is the world’s largest
producer, licensor, and distributor of non-alcoholic beverages. Throughout the past two
decades, Coca cola has managed to achieve recognition through its aggressive
marketing strategies implemented primarily through the means of media channels such
as Television and sponsorships. Another reason behind its global presence is its
business model, the manufacturing units are established in the form of franchises- The
Coca-Cola Company licenses its franchisees to produce and distribute the end product
to local regions using the franchisor's trademark, trade name, and logo, and thus
establishing the presence in those regions.
- Globalization a worldwide movement towards economic and financial
advancement.Globalisation in terms of business is a company which operates in a single
country and expands in multiple countries Coca-Cola, listed as the 7th most globalized
company, has a 29% share of the global market. Coca-Cola sells its signature range of
soft drinks in over 200 countries, it has continued to build momentum and has expanded
world-wide.
- Ranked as the largest beverage company in the world, Coca-Cola has continued to
embrace all countries, languages, cultures, ages and races by clearly displaying
messages of different languages on their soda cans. Though Coca-Cola is an
American brand, over 70% of its revenue is generated from non-US sources.

STRATEGY

- The Coca-Cola Company has a focused growth strategy that is centered around
expanding its product range, improving its customer engagement, and leveraging new
technologies. The company has a portfolio of more than 500 brands, including
Coca-Cola, Sprite, Fanta, and many others, which enables it to appeal to a wide range of
customers. The company’s success was mainly because it has been prioritizing its brand
 over product. It is not simply a bottle of soda, but a unique experience that brings family
and friends together. The brand has also retained its iconic red and white logo theme for
over two centuries, making it widely recognizable to nearly four generations of the
human population.

Ansoff’s matrix:

James Quincey, the current CEO of Coca Cola, has spoken about the importance of adapting to
changing market conditions and consumer preferences. In a 2019 interview with CNBC,
Quincey discussed Coca Cola's strategy of diversifying its product offerings and investing in
innovation to stay competitive in the marketplace.

Stakeholder conflicts:

1. Coca Cola vs. Employees:

In 2019, Coca Cola's workers in Haiti went on strike over wages and working conditions, which
they claimed were insufficient.
The strike led to disruptions in the company's operations and highlights the potential conflicts
between employee needs and business objectives.

2. Coca Cola vs. Health Advocates:

Coca Cola has faced criticism and lawsuits over its marketing of sugary beverages to children
and the role of its products in contributing to obesity and related health issues.
Health advocates have called for stricter regulations and taxes on sugary drinks, which could
impact Coca Cola's sales and profitability.