Environmental Scan

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Running head: Environmental Analysis

Environmental Analysis
An organization is a creature of its environment. Its very survival and all of its perspectives, resources, problems, and opportunities are generated and conditioned by the environment. Thus, it is important for an organization to monitor the relevant changes taking place in its environment and formulate strategies to adapt to these changes (2007,Web-articles). In other words, for an organization to survive and prosper, the company must master the challenges of the ever-changing political, economic, technological, social, and regulatory environment. By performing an environmental scan and analysis for The Coca Cola Company, this will provide a framework to maximize opportunities and allocate the essential resources in anticipation of environmental changes. The Coca-Cola Company is the world’s largest manufacturer, distributor, and marketer of non-alcoholic beverage concentrates and syrups. With a base Atlanta, Georgia, Coca Cola sells concentrated forms of its beverages to bottlers, which then produce, package, and sell the finished products to retailers. The Coca-Cola Company sells over 400 different products and operates in over 200 countries (1974, The Coca-Cola Company). Along with Coca-Cola, recognized as the world's most valuable brand, the Company markets four of the world's top five soft drink brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1 billion servings each day (2008, Reliable Plant). The Coca-Cola Company is more valuable today than ever. Over the past ten years, The Coca- Cola Company’s market value has increased to over $55 billion from approximately $6.7 billion. Almost half of this...
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