Essay New Coke - 1970 Words

Table of Contents Topics Page No. 1. Introduction 1 2. The Reformulation 2 3. How had the Coca-Cola management got it so wrong? 3 4. Were there less drastic alternatives? 5 5. Understanding your Loyal Customer 6 6. Conclusion 7 Reference 8 1. Introduction Coke was invented by Dr. John Pemberton, an Atlanta pharmacist and his three-legged brass pot all the way back in 1886; by 1985 Coke was closing in fast on its centennial anniversary. (Cook, 2002) Coke along with the legendary chairman Roberto C. Goizueta had witnessed a remarkable set of accomplishments during the 1980s. There were some creeping problems, however. The 87-year old rivalry between Coca-Cola, the†¦show more content†¦3. How had the Coca-Cola management got it so wrong? The one central mistake in Coca-Colas decision to change the formula was maximization. When Goizueta became chairman in 1981, he was determined to be the chairman of change. His aggressive attitude helped reinvigorate what had become a sluggish company. Goizueta started shattering tradition early in his tenure. Putting the sacred Coke name on a new product for the first time, he had introduced diet Coke in 1982 followed by another new product Cherry Coke in early 1985. (Bastedo Davis, 1993) Goizueta had moved the company aggressively and successfully into new fields, buying Columbia Pictures in 1982. (Bastedo Davis, 1993) Goizueta and the other executives were getting caught up in the success of their previous changes and decided to make one grand decisive move to recapture the soft-drink market they were losing to Pepsi. Cokes only deviation from the standard sequence in market research was that the quantitative survey of individuals appears to have been done before rather than after the focus groups. The results of the focus-group phase and the survey conflicted. Although both the focus groups and the survey had provided indications that there would be consumer dissatisfaction, the survey results indicated that this dissatisfaction would be limited to a small segment of the market; the focus groups suggested the dissatisfaction would be widespread. The researchers trustedShow MoreRelatedCase Study : Introducing New Coke Essay915 Words   |  4 PagesCase study analysis 1 Introducing New Coke Yue Yang (Rose)  Introduction Coca-Cola, as the leading brand in the world, has the highest position in soft drink industry. Its outstanding product â€Å"Coke† has been won the heart of everyone. However, in this case, we realize that they had a failed attempt at introducing the new product called New Coke in 1985. Firstly, the author introduces the history of the Coca-Cola; and how the brand is successfully developing into the most popular brand andRead MoreEssay about Introducing the New Coke2308 Words   |  10 PagesHBR Case Study: â€Å"Introducing New Coke† 1. What is the case about? This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: â€Å"the introduction of the new Coke†. The author Susan Fournier, in the case study went on by presenting the history of the Coca-Cola Company: how the company started and how throughout its history it became a brand, a part of everyone’sRead MoreNew Coke Failure3901 Words   |  16 PagesFailure of New Coke Wright State University MKT 3500 - 01 Marketing Research By Nicole Fore Taylor Gilliam Ashley Hatton John Petry Abstract During the 1980’s Coca-Cola was faced with a potentially company killing problem. They were losing market share quickly to their competitors. Pepsi was stealing a portion of the younger generation with their advertising campaign, and they proved that consumers liked Pepsi better with the â€Å"Pepsi Challenge.† To combat their falling market share Coke decidedRead MoreCoca Cola s New Product Concept Essay1362 Words   |  6 Pagestaste of Coke was going to be changing for the first time in 99 years (Coca-Cola, 2012). (The formula had previously been changed, but the flavor of the drink was considered the same [Klein, 2015]). This landmark change came in the midst of increasing competition with Pepsi, who had rebranded themselves as a more â€Å"youthful† brand decades prior, and soon after taste tests that indicated that consumers preferred a sweeter formula, akin to Pepsi’s main product (Bhasin, 2016). Not long after New Coke’sRead MoreCase Analys is : New Coke1130 Words   |  5 PagesCase Analysis: New Coke Situation Analysis Founded in 1892, the Coca-Cola Company is known to have created the â€Å"world’s best-selling soft drink.† However, in the 1970s, Coca-Cola was rivaled by Pepsi-Cola, a competitor offering a substitute product. Coca-Cola had been winning the war for over 87 years when consumers began to prefer Pepsi-Cola’s product. Even loyal Coca-Cola consumers admitted to desiring Pepsi over traditional Coke. These confessions, combined with Pepsi’s own research findingsRead MoreIntroducing New Coke Essay616 Words   |  3 Pagescase of Coca-Cola changing their well established Coke formula and introducing an new one in 1985 for the purpose of gaining more market share; the reason why such decision was made by Coke’s executives was mainly because of a series of marketing campaign conducted by their major arrival - Pepsi. During mid 1970s, Pepsi has ran a the famous â€Å"Pepsi Challenge† of blind taste tests on all the commercials to show that the majorit y preferred Pepsi than Coke based on its teste. By 1977, Pepsi had exceededRead MoreCase Discussion Questions Coca Cola1023 Words   |  5 PagesWhy do you think that Roberto Goizueta switched from a strategy that emphasized localization towards one that emphasized global standardization? What were the benefits of such a strategy? Roberto Goizueta, a Cuba immigrant who became the CEO of Coke in 1981, switched from a strategy that emphasized localization ( which focuses on increasing profitability by customizing the firm’s goods so that they provide a good match to tastes and preferences in different national markets)to one that emphasizedRead MoreThe Real Lesson of New Coke5544 Words   |  23 PagesThe Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Influence By Robert M. Schindler n April 1985, the management of Coca-Cola Co. announced its decision to change the flavor of the cotnpany s flagship brand. The events that followed from this decision, as well as the faetors which led up to it, have been reviewed, discussed, and extensively analyzed in the popular press, the trade press, and in marketing textbooks. Two books and at least two marketingRead MoreNew Coke: A Brand Failure3865 Words   |  15 Pagesï » ¿NEW COKE: A BRAND FAILURE 1 Analyze the ad agency Coke uses or if done in-house; how does Coke devise its IBP? Integrated Brand Promotion involves the blend and utilization of versatile communication tools that convey messages to consumers regarding the brand. (Thomas C. O Guinn, 2011). It is a unique, distinctive strategy that aims to embed the brand in the mind of the customer. In order to understand the integrated brand promotion strategy of Coca Cola, it is of crucial essence to delve intoRead MoreCompetitive Advantage, Product Leadership, And Customer Intimacy818 Words   |  4 Pages(Ferrell, 2011). Continually, organizations like Coca Cola, 3M, and Microsoft work to gain ground against their competitors by routinely reinventing themselves. Just think about the changes Coca Cola has made in the last 25 years, such as New Coke, Coca Cola II, and Coke Classic all in an attempt to maintain market leverage. Customer Intimacy is a result of a company focusing on the customer causing an affection for the company, which in turn creates a relationship and mutual admiration (Kryszak, 2012)

The Epidemic Of Consumerism Within The United Sates And It

There is a very big epidemic of consumerism within the United Sates and it is a result of the contribution of many factors within our society. It is evident that this is not necessary when one views other communities throughout the world but America has yet to make the changes it needs to solve this problem. A big problem with retailers and producers of products is their use of sweatshops, which are located in and out of the U.S. Sweatshops are a huge problem because they are known for having very low safety standards for their employees and mistreat their employees consistently. The reason they are used is because they can give the company better profits off of their goods. Origins Sweatshops are a workplace where workers are subject to extreme exploitation, including the absence of a living wage, poor benefits, health and safety hazards, and random discipline (AMM 245, Kim). According to the department of labor, a sweatshop is a factory that violates two or more labor laws (http://www.dol.gov/). There is much controversy over the definition but sweatshops are manufacturers that don’t pay living wages, have low safety standards, don’t pay overtime, make employees work an abnormal amount of hours, have physical and mental abuse, among other issues. Sweatshops started in America during the industrialization period of the nineteenth period. People from Europe came to the United States in the attempt to create a better life for themselves and when they arrived most of them

Tourism Theories and Practices

Question: Write an essay on "Tourism Theory and Practices". Answer: Another important factor that influences the sustainability of the Gold Coast is its communication and marketing services. Till 2015, the number of social media follower was found 1,881,173, while the website visitor number was 2,733,949. The overall tourism had also generated sales lead of $6,716,040. In addition to that the Gold Coast tourism had generated more than $35 million exposures through its media destination services (https://www.visitgoldcoast.com/, 2016). The overall marketing and communication channel has been found potential enough to generate higher sustainability in the tourism market. Introduction: Managing tourism sustainability has become a major challenge for the current organizations, as several new elements such as environmental, social and cultural aspects impact on the sustainability of the tourism approaches. The tourist destination region is considered as the geographical area or region that has been designed by the government or tourism bureau which have a common environmental or cultural characteristic. Ruhanen et al. (2015) stated that the attractiveness of the countries, states and provinces are often created the special destination of the national and international visitors. However, different theoretical approaches can be followed to identify different aspects of TDR such as cultural tourism, Eco tourism, sport tourism, etc. (Breen and Hing, 2007). The seven stages of the tourism development framework of Butler (1980) and the application of Game Theoretical Frameworks could be discussed to identify the similarity and the contrasting contribution of the tourist destination region. According to Warnken and Guilding (2013), the game theory states that the rational decision makers need to select moderate strategies to manage the sustainable development of the tourist destination. Any aggression on the tourism approach could hamper the sustainability of that destination. On the contrary, the Butler model focuses on the identification of approaches at the proper time in which those approaches can be replicated (Dupre and Xu, 2015). The stages of the tourist development region are analysed through this model via steps like exploration, involvement, development, consolidation, stagnation and decline followed by the rejuvenation. Comparing these values against the number of visit ratio, the marketers could be able to identify the sustai nability parameter of the tourist destination regions (Dredge and Jamal, 2013). The current study has concentrated on this portfolio, considering the case of the Gold Coast Tourism Destination. Main Body: Gold Coast is a coastal city and one of the Australias premier holiday destinations. Since its establishment by the tourism in 1975, Gold Coast tourism corporation (GCT) has operated as a membership based destination sector. It has become an attracted place for the Australian families for many decades. The Gold Coast region has 70 kilometres of unremitting coastline and is surrounded by rainforest hinterland, including world heritage-listed national parks (www.queensland.com, 2016). Today, Gold Coast is a major tourist destination with its sunny subtropical. According to the opinion of Weaver (2011), the Gold Coast Destination Tourism Management Plan (DTMP) is a milestone commitment which has designed the framework of Gold Coast Tourism Development. The basic vision for developing the Gold Coast area as a tourist place was to be globally recognized by the global tourist segment. Supporting this, Lawton and Weaver (2015) added that the other mission was to be established as a world cl ass vacation and business events destination with its unrivalled variety of entertainment, stimulation and fun. The Destination Tourism Management Plan was an important collaboration between the City of Gold Coast, Gold coast Tourism and the Australian Government to outline the design of the Gold Cost tourism for its future long term success (Cooper and Lemckert, 2012). Adding to this Kennelly and Toohey (2016) stated that the Destination Tourism Strategy provides the framework for the development in the Gold coast tourism by synchronizing the stakeholders in a common direction to maximize the tourism potential in the Gold Coast city. It is also fruitful to balance the social, economic and environmental outcomes. Presently, through an effective approach to marketing, promotion and the infrastructure development program, Gold Coast are operating at the highest standards of services, safety and sustainability. The statistics of the Gold Coast tourism states that nobilities of people, capital, expertise, resources and the images create the sustainable governance of the tourist destination. Dredge and Jamal (2013) also indicated that the spatial restructuring, re envisioning of the community and the pluralisation of the destination affects the sustainability of the tourist destination region. On the other hand, Weaver (2011) stated that cultivation of the heritage tourism has influenced the Gold Coast Tourism receiving mass tourists from different international regions. The historic data also show that Gold Coast also shows a similar pattern of sustained exponential growth since its initial stage, expanding from about 2,000 residents in 1900 to 9,000 in 1947, 33,000 in 1961, 150,000 in 1981, 270,000 in 1991, and about 600,000 in 2010 (Weaver, 2011). Along with these growths, the natural beauty and the beach front have been considered as the essential factors that has made the Gold Coast tourism attractive to the visitors. The beach lengths for 30 km areas, is full of sand volume and provides additional spaces for greater strength of tourists (Cooper and Lemckert, 2012). The Gold Coast Tourism sustainability report also shows that ownership, orientation, spatial configuration, authenticity, scarcity, status, carrying capacity, market and moreover the image is the prime factors that contribute to the sustainable tourism of the Gold Coast city. The TDR attractiveness of the Gold Coast city is driven by the motivating factors which are mentioned below: Travel is escape Travel is communication Travel broadens the mind Travel is recuperation and regeneration Travel is compensation and social integration Travel is freedom and self determination Travel is self realisation Travel is happiness Similar set of attractiveness has been found in the Gold Coast region, where the sunlust, creates repeat visit through the recreational activity. Additionally, Ward and ORegan (2009)also stated that wonderlust also offers multi destination cultural aspects, which helps the Gold Coast tourism earning greater sustainability. The 2015 sustainability report shows that the international visitor arrivals, the Gold Coast performed very strongly with 6.2% growth in terms of strength and experienced a 13.4% increase in international expenditure generating direct receipts to a record $1.1 billion (https://www.visitgoldcoast.com/, 2016). Globalization and the fluid movement of people regarding the residents, recreations, ideas, knowledges, capital infrastructure all are the key component that directs the role of the tourism industry (Tsai and Chen 2011). The bussing city Gold Coast has a huge economic contribution to the country of Australia. Over the past few decades, the Australian tourism has won a remarkable economic, societal and environmental growth through the development of Gold Coast Tourism. According to the opinion of Dupre and Xu (2015), Gold Coast becomes an important component of the Australian economy as it contributed to 8.5% of Australian total export earnings in the last year. Being a coastal resort city Gold Coast has enhanced sea defense, sand volume. The tourism development sector was helped to develop the drainage modification system in the coastal side of Australia (Wong et al. 2011). On the other hand, Dredge and Jamal (2013) stated that there is a wide range of challenges that adversely affec ts the coastal side region of Australia due to the effect of Gold Coast tourism. The average water level is the biggest challenge of the sea side tourism like the Gold Coast. Although, the huge economical and societal development in Australia through the engagement of Gold Coast tourism, made a sustainable market position in Gold Coast, Australia in the tourism global industry. Gold Coast has tangible impacts on the population, economic infrastructure and the environmental factors to address the requirements of the global tourist (Weaver, 2011). Furthermore, the report on Australian tourism, revealed that Gold Cost tourism helps to develop the coastal side lifestyle through its tourism components. Arrival of million visitors has changed the economic structure of the sea side populations. Despite of the global economic challenges and natural disasters in the year of 201-2011 Australia's tourism enlargement was sustained by amplifying consumption of overseas visitors (Dredge and Jamal , 2013). On the back of a strong Australian dollar, 2010-11 also saw a record 7.4 million short-term resident departures from Australia, an increase of 9.9% from 2009-10 (www.visitgoldcoast.com, 2016). The Australian Government released the 2020 Tourism Industry Potential estimating that the Australian tourism industry has to be worth up to $140 billion in overnight spending (www.visitgoldcoast.com, 2016). The prime focus of sustainable tourism is to visit a place as visitors and make a positive impact on the environment, society and economy of the specific tourist region (Abodeeb, et al., 2015).The component of sustainable tourism those are evident with the Gold coast Tourism are Environment, Social and Economic. In the opinion of Breen and Hing (2007), environmental factor generally balance the use of environmental resources and the economic benefits of the Gold Coast tourism sector. Additionally, the social factor of maintaining the communal value is balancing the environmental resources of Gold coast area. On the other hand, the economic component improves the financial growth by balancing the social and communal values. Figure 1: Sustainable Tourism Aligning the sustainability concept with the evidence of the TDR, it can be stated that the degree of local satisfaction with the Gold Coast Tourism, tourist satisfaction, economic benefit have enabled the Gold Coast tourism managing its sustainability. The sustainability report also shows that 2015 has experienced $404,108 membership revenue. Additionally, the increased number of attendants at the Gold Coast event indicates a positive sustainability nature as well. The quarterly Business Events update also stated that more than 90% of attendees rated events as good or excellent. The membership satisfaction rating has been reached to 3.9%, which was 3.85% in 2013-2014. The customer centric service and the innovative tourism offerings have promoted the Gold Coast tourism in the 8th position across all other international markets. The sustainability report also states the sustainability reasons and the impact on the overall Gold Coast Tourism segment. The sustainability report also sho ws that in the June 2015, Gold Coast welcomed 3.3 million domestic overnight visitors, which had generated excess revenue of $2.4 billion in visitor expenditure. The average length stay was found 4 days. The Domestic visitor ratio had been increased by 10.7%, across this same time with the region welcoming 7.4 million visitors, and generated $614 million from the international tourist segments (https://www.visitgoldcoast.com/, 2016). Conclusion: The preliminary analysis of the study reflects that the tourism theory and practices of s tourist destination region. To conduct the study the research associate has taken the Gold Coast Tourism sector of Australia. After reviewing the entire research, it has been speculated that the seven stages of the tourism development framework of Butler (1980) and the application of the Game Theoretical Framework have been discussed to identify the development statistics of Gold coast tourism. The research associate has analysed the developing factor in the Gold Coast Tourism. The overview of the development factors like climate, attractive tourist places, sea side places, etc. has helped to understand the development background of Gold Coast Tourism, Australia. The Gold Coast Destination Tourism Management Plan (DTMP) has been analysed by the research associate to provide a detailed description of the tourism development plan in The Gold Coast region of Australia. Furthermore, identified facto rs that attract the tourists in the Gold Coast region has been evaluated in the study. The accommodation, environment, atmosphere, food processing and the other recreational medium have helped to grow Gold Coast as a unique tourist place in the Australia. The role of Gold Coast tourism has been identified in the entire research work. It has been observed that the international tourists are coming to enjoy the Gold Coast region repeatedly rather than the domestic tourists. Even Australia has got enormous exporting revenue through the development of Gold Coast Tourism. Finally, the study provides the components of sustainable tourism that helps Gold Coast to attain a sustainable market position in the international hospitality industry. Reflective Report: I personally, feel that the Gold Coast Tourism in Australia is the most famous tourist place with having spectacular beaches, fast them park, lots of entertainment and fun. While conducting study I came to know about the seven stages of tourism development framework of Butler (1980) and the application of Game Theoretical Framework which indicates the sustainable tourism development plan for the Gold Coast Australia. After that, I realized the environmental societal and economical improvement of Australia having the tourist spot like Gold Coast. Furthermore, during the research, I perceived the next phase of development plan adopted by the Australian Government by introducing several tourist developments planning for the sustainable growth of Gold Coast in near future. References: Abodeeb, J., Wilson, E. and Moyle, B. (2015) Shaping destination image and identity: Insights for Arab tourism at the Gold Coast, Australia, International Journal of Culture, Tourism and Hospitality Research, 9(1), pp. 621. Breen, H. and Hing, N. (2007) An evaluation of the implementation of a responsible gambling code of practice at the Gold Coast, Queensland, Tourism Review International, 11(4), pp. 349364. Cooper, J. and Lemckert, C. (2012) Extreme sea-level rise and adaptation options for coastal resort cities: A qualitative assessment from the Gold Coast, Australia. Ocean Coastal Management, 64, pp.1-14 Dredge, D. and Jamal, T. (2013). Mobilitys on the Gold Coast, Australia: implications for destination governance and sustainable tourism. Journal of Sustainable Tourism, 21(4), pp.557-579 Dupre, K. and Xu, B. (2015) The new Gold Coast Chinatown: Stakeholders development preferences, International Journal of Tourism Cities, 1(2), pp. 119138. Kennelly, M. and Toohey, K. (2016) National sport governing bodies and sport tourism: Agency and resources, Journal of Sport Management, 12(7), pp. 322344. Lawton, L.J. and Weaver, D.B. (2015) Using residents perceptions research to inform planning and management for sustainable tourism: A study of the Gold Coast Schoolies week, a contentious tourism event, Journal of Sustainable Tourism, 23(5), pp. 660682.

Macbeth Essay Essays (491 words) - Characters In Macbeth

In the beginning of the play we are introduced to three witches who plan to have their next meeting with Macbeth. Macbeth is portrayed as a heroic soldier loyal to the King. Before Macbeth was poisoned by evil, he was a kindhearted character. Macbeth, however, is influenced by the ugly sister?s prophecies and by his wife Lady Macbeth in his motive to kill. Macbeth is mentally weak which allows him to be easily influenced. Lady Macbeth does not believe that Macbeth has the ability to take necessary in order to become King. Her strength motivates him at the start. However, after Macbeth realizes what he has done he continues the murderous acts. As Macbeth becomes more manipulated, he changed mentally through out the play. Macbeth relies on the witches who feed him prophecies and glimpses of the future. After he heard that he would be King, he immediately made that a mindset. When Lady Macbeth found out about the prophecy, she leads Macbeth into her plan, which involved a cold-blooded murder. Macbeth was hesitant, but Lady Macbeth influenced him to agree to kill Duncan. It is Macbeth?s conscience talking when he sees the hallucinations of the dagger and the ghost of Banquo. One of Macbeth?s main concern was being discovered. This is also evident in his terrible dreams in which he hallucinates a voice that cries, ?Macbeth does murder sleep?Macbeth shall sleep no more.? Through out the play, we notice that Macbeth?s actions and thoughts change drastically. He is so overcome by evil that he murders his best friend Bonquo. In act three, Macbeth kills Lady Macduff and her children because they are connected to Bonquo. Macbeth soon develops a fear of loosing his crown and being suspected of murder. He then begins a process in which to secure himself, this by killing the guards. The reason for Macbeth?s killings is to ensure that no one suspects him of killing Duncan and to protect his reign as King Coming down to the end of the play, Macbeth?s wife dies and he shows some morality in the closing scene. He becomes lost and frustrated and wishes for a normal life, but recognizes he has denied himself of this. Then Macbeth discovers that Macduff was born through a C-section (a process where the child it cut out of the mother) birth rather than a natural birth. When he hears this, he fights on, only to be killed by Macduff. Overall, Macbeth can be described as a character that is physically strong, but very weak minded. His wife who had a huge influence in his criminal life contributed to his changes through out the play. He commits various actions in order to cover up the murder of Duncan and to continue his reign as King. No matter what Macbeth did, it was fate for him to be killed by Macduff, according to the prophecy.