A company like Coca-Cola has many internal and external strengths, but when launching a product of this sort, they begin to run into many internal and external weaknesses as well. As far as internal strengths go, Coca-Cola itself is a strong company to say the least. Not only are they a $23 billion company, but in 200 nations, Coke sells about 400 drink brands, including four of the top five sellers right now. They own 36% of the largest Coke bottler in the world, Coca-Cola Enterprises, which staffs facilities all over the world.
Although Coke has never produced an organic product, they do own Odwalla, which is a natural juice company. This product would not be marketed as an Odwalla brand, but Odwalla's knowledge of natural juice making will be a great strength for Coca-Cola.
Organic products are on the rise, with 70% of Americans having purchased something organic at least once. While organics are becoming more and more popular, there still are not many well-known organic companies; therefore, Coca-Cola will not have much competition.
Perhaps one of their biggest strengths is the brand loyalty their customers have. When this product is launched, avid Coke drinkers will choose this organic fruit juice or soda over any other competitor simply because it's a Coca-Cola product and they trust it.
As for internal weaknesses, again, Coke has never produced an organic product. While they will be somewhat ahead because of their connections to Odwalla, they do not have ties with organic suppliers, nor do they have the equipment or materials needed to manufacture such a product. They will have to create a new manufacturing process, which costs money.
Coca-Cola also owns Minute Maid and Fruitopia, so if the new organic juices and sodas are a hit, it could potentially hurt the sales of their subsidiary products.
In regards to the fact that the brand loyalty to Coca-Cola could help the... [continues]
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