2.2 environmental audit of Coca-Cola Company This task gives internal and external audit of coca cola.

And shows Coca-Cola's strengths weaknesses opportunities and threats, It also shows a marketing objective and strategy to increase market share And a tactical plan to achieve the market objective and strategy. The brands of The Coca Cola Company represent some of the most popular beverage brands in the world. Coca cola is one of the best selling soft drink products on the market. It is sold in hundreds of countries around the world. Recently coca cola had to evolve from the fizzy drinks to a more health conscious product as the lifestyles and cultures of the coca cola products have been changing. Coca cola realizes that they have to produce what the customer want so they introducing more health conscious products. Environmental Audit for Coca-Cola Company Macro Environment. Pestel Force Political - A large multinational corporation such as Coca Cola have to abide by strict laws and legislation, this is not just within the US, but around the world where they also have a large influence in the global market. There are many laws which Coca Cola have to be aware of, such as VAT and corporation taxes, employees and staff get paid around the globe, and also confide with the environmental laws of each country they operate in, such as Carbon tax and waste disposal. Additionally, within the US no company by law can have monopoly power within their market sector, which has been an issue for Coca Cola: In 2000, a United States federal judge dismissed an antitrust lawsuit filed by PepsiCo Inc. accusing Coca-Cola Co. of monopolizing the market for fountain-dispensed soft drinks in the United States. Environmental Coca-Cola has made a sustained effort to meet consumer demands with regard to becoming a more environmentally friendly brand. By setting up a Seven-Point list of goals alongside WWF (The World Wide Fund for Nature) to be achieved by 2020, Coke is enabling the brand to come across as in touch with consumer expectations from an ethical point of view. This seven-point plan ranges from making the bottles, cans and cardboard more recyclable and covers key issues such as a reduction in carbon emissions, thus having a less adverse effect on

the environmental welfare of animals and their surrounding environment, through Cokes production line. Coke makes their environmental efforts abundantly clear and available for consumers to grasp as they have dedicated a comprehensive section of their website to their greener approach and awareness of their effects on the environment. (http://www.cocacola.co.uk/environment/). This provides a market opportunity for coke to establish them as a brand, which has a vested interest in the welfare of the planet, and thus appeal to consumers who are environmentally concerned. However, it may be argued that despite these efforts to be seen as environmentally conscious, Cokes reputation among customers, and how they are perceived by the media, creates a negative brand image in light of their environmental impact. Coke facing problems in India as a negative relationship with the environment is clear. Coke is adversely affecting the welfare of the local, underdeveloped community in India, particularly on farmers through production, where they rely on large water consumption as a key ingredient, which is both wasteful and polluting. This is a threat to the brand in a growing environmentally concerned world. Factors like these can be exploited by rival brands and in the media and threaten Cokes success. Social The main social changes that will affect Coke in the UK include, shifts in consumer taste and income, as well as increasing health concerns, celebrity influence, and technological advances that change the way consumers relate to brands such as coke. These social factors push businesses in the soft drinks market to diversify their product range, to cater to a wider and more diverse demographic. For example coke differentiates by producing Coke original, Coke Zero and Diet Coke. Diet coke appeals to more health conscious customers, looking for low calorie alternative. Economic This economic factor affects the Coca-Cola Company because a bigger portion of its operations are in China. If the economy in China is deteriorating, it would affect the CocaCola Company as well. Coca Cola is a large multinational company and has operations all over the world, therefore providing jobs. For example, it can be said that each job at Coca-Cola creates ten further jobs in other business sectors especially in the supply industry, transportation and retail. Its clear that

coca cola have huge economical impacts internationally, having affected the world through their advertisement and through their diverse range of communications. Not only has this created vast amounts of job opportunities for developing countries, it has also provided a social network for countries as Coca-Cola gives 1 % of the operating profit to social initiatives. The company invests a total of 40 million Euros to secure competitiveness in Europe as well as Austria as a business location in the long term. Technology Coca Cola Corporation takes the benefits of technology to the limit. The high level of innovation within the company is used to keep its brand fresh and relevant; the advertising techniques constantly change depending on seasons, events and targeted marker segments, as well as to suit specific communities they are operating in. Development of social networking; such as Facebook and Twitter, made it easier to maintain a close relationship with consumers and obtain greater control over whom and how Coca Colas product are seen by the public. As well as to indirectly reach customers regarding promotions, Thanks to development in technology, Coca Cola was able to meet the needs of their environment aware market segment; in 2009 the company introduced greener bottles and packaging. The company also used improvement of technology to design free style dispensers which allows the consumers to create their own drink as well as provide Coca Cola with market research data which helps development of new products. Legal The main legal factors affecting Coke may be seen as changes in legislation and regulation in the UK and international soft drinks market, and different pressure groups lobbying for more environmentally friendly or ethically sound practices. For example, activists have been said to be pushing for more government control over product labeling and advertising standards. Coca Cola have a legal responsibility to show ingredients clearly and honestly on their packaging.

Micro Environment Customers - Coca Cola Company is a globally established and recognized brand, 85% of the world population is well aware of its existence. It targets all age groups as well as reseller and international markets. Coca Cola focuses on five core principles in terms of making their products appeal to customers: availability; affordability; acceptability activations, attitude. Coca colas aim is to place their product in a convenient location for a convenient price. Growing range of products is designed to meet the needs of every consumer, and often these are being exceeded. Improving availability and attractiveness constantly motivates consumers to choose Coke; it focuses on making the drinks more personalized and unique, for example the 2013 share a Coke with campaign. Coca Cola Corporation aims to be number one consumer marketing company, it takes clear actions to differentiate its products and obtain an outstanding relationship with its consumers. Suppliers Suppliers are a key part of the micro environment, as they provide the products and packaging that make Coca Cola. It is important that Coca Cola carefully monitors it supply chain, to make sure they are following the right regulations and laws within the country they are operating and selling. They also provide training to ensure the best level of quality across their distribution chain. Competitors PepsiCo is the main competitor to Coca-Cola and is generally considered much more ethically aware in their practices than Coke, having been on the Worlds most ethical business list for seven years running putting coke at a disadvantage to their main competitor in the soft drinks market. Coke are faced with an internal issue because despite making efforts to become more environmentally centered in manufacturing of their products, they are struggling to keep up with that of Pepsi in terms of environmental approach, which within the competitive marketing environment gives Pepsi the upper hand, especially with the growing customer base who value environmental friendliness.