Coca Cola: Company Report
Stephen G. Fajks
Word Count: 2289
Coca-Cola Amatil’s bottled water company Mount Franklin is Australia’s number one brand of bottled water on the market today in front of hundreds of other competitors (Financial Review –Water, Water Everywhere). Pump, another of Coca-Cola Amatil’s bottled water companies is also a high seller of bottled water. Mount Franklin and Pump combined make up a quarter of Australia’s bottled water sales (Financial Review –Water, Water Everywhere).
Coca-Cola Amatil is continually striving for growth in the Pacific region including Australia, New Zealand, Fiji, Indonesia and Papua New Guinea (Financial Review –Water, Water Everywhere). The core objective of Coca-Cola Amatil is to be the monopoly of the carbonated and non-carbonated beverages. They also strive for expansion in the health and wellbeing market (Financial Review –Water, Water Everywhere).
To do this Coca-Cola Amatil has to be an ethical as well as a corporate, socially responsible organisation. They must learn to deal with the macro environment (Elliot, Rundle-Thiele & Waller, 2010). They must first target a specific market and then position their product accordingly in order to achieve the highest returns (Financial Review –Water, Water Everywhere).
Everyone purchasing an item wants value for their money. Coca-Cola Amatil needs to give this value to its customers. Mount Franklin has a three year partnership with the National Breast Cancer Foundation (Financial Review –Water, Water Everywhere). This is giving value for money to its customers because each bottle of water the consumer buys is supporting the National Breast Cancer Foundation and therefore its research efforts. This is significant because a large proportion of the target market has been affected by breast cancer, either...