Assignment 5: Capstone Project: The Coca-Cola Company
Assignment 5: Capstone Project (the Coca-Cola Company)
Kelvin Colbert
Professor Earnest Daniel
Graduate Accounting Capstone
December 14, 2012
Create an executive summary of the company that discusses the company, industry, products and services, and competitive advantages in the marketplace
The Coca-Cola Company, whose headquarter is located in Atlanta, Georgia, is the world’s largest beverage company and has been ranked number one for the past thirteen consecutive years, according to InterBrand’s Best Global Brand Report (Elliott, 2012). This is a huge honor given the fact where the company first started off. The Coca-Cola soft drink made its debut in Atlanta, at Jacobs’ Pharmacy soda …show more content…
The company’s unethical behavior started years ago when the secret formula of the Coca-Cola drink was in question. Coca-Cola, the world 's best-selling soft drink, once contained cocaine, and it is still flavored with a non-narcotic extract from the coca, the plant from which cocaine is derived (May,1988). Some people believe that this action by the company had a main reason behind it, which is the case when most unethical behavior occurs. The Coca-Cola Company’s idea of creating customer loyalty was aimed more at addicting the customer to the product over developing a relationship between the customer and the company (Zarate, 2012). By addicting the customers to the soft drink, revenues will have increased dramatically and demand for the product would have always been extraordinary. This was a very unethical behavior on the company’s part due to the fact that people of all ages were drinking the product and the company was producing a product that could have had potential harm to the society. The impact of cocaine on society can be seen in those that use the substance families, communities, and workplaces. As the public began to turn against cocaine, because its adverse effects and addictive properties were discovered, the Coca-Cola Company eventually switched the soft drink’s formula. If the company did not switch the soft drink’s formula it would have impacted the demand of the product, resulting in less sales revenue and would have hindered the growth of the company. By the end of the 1900’s the Coca-Cola soft drink was completely free of cocaine (Harrell,
Kelvin Colbert
Professor Earnest Daniel
Graduate Accounting Capstone
December 14, 2012
Create an executive summary of the company that discusses the company, industry, products and services, and competitive advantages in the marketplace
The Coca-Cola Company, whose headquarter is located in Atlanta, Georgia, is the world’s largest beverage company and has been ranked number one for the past thirteen consecutive years, according to InterBrand’s Best Global Brand Report (Elliott, 2012). This is a huge honor given the fact where the company first started off. The Coca-Cola soft drink made its debut in Atlanta, at Jacobs’ Pharmacy soda …show more content…
The company’s unethical behavior started years ago when the secret formula of the Coca-Cola drink was in question. Coca-Cola, the world 's best-selling soft drink, once contained cocaine, and it is still flavored with a non-narcotic extract from the coca, the plant from which cocaine is derived (May,1988). Some people believe that this action by the company had a main reason behind it, which is the case when most unethical behavior occurs. The Coca-Cola Company’s idea of creating customer loyalty was aimed more at addicting the customer to the product over developing a relationship between the customer and the company (Zarate, 2012). By addicting the customers to the soft drink, revenues will have increased dramatically and demand for the product would have always been extraordinary. This was a very unethical behavior on the company’s part due to the fact that people of all ages were drinking the product and the company was producing a product that could have had potential harm to the society. The impact of cocaine on society can be seen in those that use the substance families, communities, and workplaces. As the public began to turn against cocaine, because its adverse effects and addictive properties were discovered, the Coca-Cola Company eventually switched the soft drink’s formula. If the company did not switch the soft drink’s formula it would have impacted the demand of the product, resulting in less sales revenue and would have hindered the growth of the company. By the end of the 1900’s the Coca-Cola soft drink was completely free of cocaine (Harrell,