Effective in the Business World: Assignment

EFFECTIVENESS IN
THE BUSINESS
WORLD

Table of Contents
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................1
A. Nature, background and history of a business..................................................................1
B. PESTLE analysis for meeting the aims.............................................................................2
Task 2...............................................................................................................................................2
A. Impact of Globalisation.....................................................................................................2
B. Technology in business......................................................................................................3
Task 3...............................................................................................................................................3
A. Targeted customers of business.........................................................................................3
B. Ways for attracting customers...........................................................................................4
Task 4...............................................................................................................................................4
A. Role of ethics.....................................................................................................................4
B. Combat with environment.................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

Introduction
Business organisations are the backbone of a country who provides products, services,
job opportunities etc. to the citizen of a country. The increasing trend of globalisation is forcing
the organisations to expand their business operations for improving their output and productivity.
The taken organisation in this assessment is Coca Cola which is carbonated soft drinks
manufacturer based in United States. This report will discuss the background of the company
along with the Pestle analysis and impact of globalisation. Further this report will also discuss
the implementation of technology in business and ways for attracting the targeted customers of
organisation. Also the ways through which organisation is combating the environment and roles
of ethics will be discussed in this report.
Task 1
A. Nature, background and history of a business
Coca Cola was invented in 1886 by the founder John Stith Pemberton and originally
intended as a patent medicine. The company is manufacturing different varieties of carbonated
soft drinks. The company produces concentrated drink and then sold it to the Coca Cola bottlers
throughout the world. The bottlers then sell, distribute, and merchandise these soft drinks to the
restaurants, retail stores and vending machines throughout the world. The company is
manufacturing various varieties of cold drinks such as Caffeine-Free Coca-Cola, Diet Coke
Caffeine-Free, Coca-Cola Zero Sugar, Coca-Cola Cherry, Coca-Cola Vanilla, and special
versions with lemon, lime, and coffee (Coca Cola products line, 2018). The company was also
awarded as the third best global brand of 2015 after Apple and Google. The company is running
their operations in more than 200 countries. The secret recipe of the Coca Cola is still unknown
which is a biggest suspense for the people throughout the world (Burnett and Burnett, 2012).
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Source: Coca Cola products line, 2018
B. PESTLE analysis for meeting the aims
Coca Cola is a global business organisation having operations in various countries. It is
very essential for the company to determine the macro environmental factor which can impact
the business operations and customers of the firm. The company can use the Pestle analysis for
determining the impact of these factors on the activities and productivity of the firm. For
example through the environmental factors, company can determine the extent up-to which the
operations of company are harming the environment. Through this determination, company can
take suitable measures which can assist the firm in developing strategies for handling the
environmental concerns (Kolios and Read, 2013). Whereas through technological factors,
company can determine the level up-to which the technology is useful for improving the
productivity of the organisation. The other factors such as political, legal, economical etc. are
useful for the firm in determining the laws and regulations and changes among them of an
organisation so that proper strategies can be developed.
Task 2
A. Impact of Globalisation
The business operations of the Coca Cola started expanding in other countries in the 20th
century. Since then, the company has seen extensive growth and development which assisted the
firm in sustaining in the market at such a position. Due to the globalisation, customer base of the
company has expanded to an unimaginable level as well as the customers are increasing
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Illustration 1: Products of Coca Cola

continuously. The company has expanded the business operations throughout 200 countries
which helped the company in earning huge amount of profit and revenue (Sifianou, 2013). The
globalisation had a positive impact on the business operations of the Coca Cola as due to the
expansion, company had gained huge growth and brand image among the market and the
customers. Due to the globalisation, the company also keeps investing in new techniques and
drinks through which the profitability and productivity of the company can improve in the global
market place.
B. Technology in business
Technology is very useful for the Coca Cola from manufacturing to the delivering of
products to the customers. The company is using technology in the manufacturing of their
concentrated drinks, packing the concentrated drinks in the bottles, delivering the drinks to
restaurants and retail stores. Through the technology, company has seen improved productivity
as well as growth which helped in achieving the sustainability in the market. The company is
using the technology in packing the drinks into bottles effectively without any chance of
pollutants, germs etc. entering into the drinks. Also the company is using effective delivery
system which is monitored by the digital technology so as to ensure that the cold drinks are
reaching to customers in less possible time (Zawislak and et. al., 2012). Through the updated
technology, company is providing their effective products to customers in effective manner for
enhancing their satisfaction.
Task 3
A. Targeted customers of business
The company is basically targeting the customers based on the demographics. The youth
and children are less conscious towards their health due to which company is targeting these for
selling their brand such as coke, coffee etc. the company is targeting the customers belonging to
the middle and upper middle class people who can afford the cold drinks (Acar and Puntoni,
2016). Also the company is targeting the people from all age towards the health drinks such as
Honest tea, costa coffee etc. The company is having a strong customer base due to which the
sales and profit of the company stays on increasing. Also the products such as sprite etc. are
good for relieving the gas which is good for the people having gas problems.
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B. Ways for attracting customers
There are various ways through which the Coca Cola company can attracts a large
number of customers towards the products provided by the firm. The company can use social
media platforms for attracting the youth and children as this segment of the people uses the
social media on a regular basis. The company can use the social networking sites such as
Facebook and Twitter for attracting the potential candidates. Apart from this, the company can
also use the promotions tricks such as providing rewards, offers, coupons code to the customers
so as to influence their behaviour to purchase the products of Coca Cola next time when
shopping (No and et. al., 2017). These rewards and offers will assist the customers in purchasing
the products at low prices which will enhance their experience. The social media is useful for the
company as the company can engage with their customers, take their suggestions and feedbacks
regarding the improvements in the products so that they get the value of the products in return of
their prices.
Task 4
A. Role of ethics
Ethics refers to the norms and standards which should be followed or met by the business
organisations and people so as to decide regarding the wrong and right. Ethics is very important
for the business organisation as with the help of ethical work practices, the brand image and the
performance of the company which is also beneficial for the sustainability of firm. The Coca
Cola is performing the business operations keeping ethical work practices in mind (Wachs,
2017). The company has their own ethical code of conduct which states that the company is
committed to building an ethical business culture throughout the entire Coca-Cola operations.
The code of conduct also states that the business operations must be performed by honesty and
integrity and for this, the starting point is to follow the anti-corruption laws of every country in
which the company's operations are performed.
B. Combat with environment
Coca Cola is adopting several ways for combating with the environmental concerns as
well as to reduce carbon emissions just like PepsiCo the biggest competitors of Coca Cola
(Bernard, 2013). The comparison is as discussed below:
Basis Coca Cola PepsiCo
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Reducing gas emissions The company is focused on
reducing the gas emissions
through switching to cleaner
energy sources and developing
low-carbon technologies. The
goal of company is to reduce
the 50 percent carbon
reduction from our direct
operations by 2020.
The company is seeking a
reduction of 20 percent
greenhouse gas emissions
throughout their value chain,
including agricultural supply
by the year 2030.
Conserving water The company is using
innovative and unique
techniques for conserving the
water. The company has a
water strategy in which the
water used in business
operations is treated to level
which can support the aquatic
life.
The company is trying to
improve their agricultural
supply chain by 15 percent in
high-water-risk sourcing areas
by 2025 through the help from
PepsiCo foundation.
Conclusion
It has been concluded from the above report that the business organisations can use
various strategies for attracting the targetted customers towards the products of the company.
Also the companies can use the Pestle analysis for determining the external factors which can
impact the business operations of the company in the global competitive environment. The
organisations needs to follow the ethical work practices as well as needs to take the measure for
eliminating the impact of business operations and activities of the environment and nature so as
to conserve them for future use.
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References
Books and Journals
Acar, O.A. and Puntoni, S., 2016. Customer empowerment in the digital age. Journal of
Advertising Research. 56(1). pp.4-8.
Bernard, F. ed., 2013. Towards a Landscape approach for reducing emissions: A substantive
report of the Reducing Emissions from All Land uses (REALU) Project. ASB
Partnership for the Tropical Forest Margins.
Burnett, P.J. and Burnett, J., 2012. Liquid pleasures: a social history of drinks in modern Britain.
Routledge.
Kolios, A. and Read, G., 2013. A political, economic, social, technology, legal and
environmental (PESTLE) approach for risk identification of the tidal industry in the
United Kingdom. Energies. 6(10). pp.5023-5045.
No and et. al., 2017. Human resource management: Gaining a competitive advantage. New
York, NY: McGraw-Hill Education.
Sifianou, M., 2013. The impact of globalisation on politeness and impoliteness. Journal of
Pragmatics. 55. pp.86-102.
Wachs, M., 2017. Ethics in planning. Routledge.
Zawislak and et. al., 2012. Innovation capability: From technology development to transaction
capability. Journal of technology management & innovation. 7(2). pp.14-27.
Online
Coca Cola products line. 2018. [Online]. Available Through:
<http://cargocollective.com/Coca-cola/Product-Line>.
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