Coca Cola Company
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Environmental scan is an evaluation structure in planning used to explore the major aspects of a business venture or a project program in order to gain thorough and detailed perspectives presently and in future (Pahl and Ritcher, 200). This analysis is critical in exploring organizations product aspects, its projects, reputation and goodwill. A big venture as the Coca Cola Company cannot hang off internal and external factors that give it advantage and propel it forth and those that bring inefficiencies and drag it. According to Cummins and Haag, an environmental scan of a business must describe the internal, external, objective or subjective information or various combinations of these in order to obtain critical information (21).
Information must exhibit quality through proper management, organization and dissemination and be treated as an asset of organizations. Coca Cola Company has an enduring purpose, which acts as a gauge for their action, and decisions, to refresh the world, inspire moments of optimism, happiness, and value creation to make difference (Investors et al.). The company works to shape a better future, build collaborations, and ensure integrity and accountability through passion, diversity and quality of their products. Coca Cola Company has existed for about 130 years with over 3500 brands worldwide. It operates in the soft drink industry with presence in over 200 countries all over the world with one of the best performances in world stock markets (Investors et al.).
The company has longer presence in the market and with wider penetration and expanded quality brands. It pays relatively high rates dividends, has since done so in the past fifteen years, and is being more established as it penetrates the market with relatively non-volatile products of beta content at 0.5. Coca Cola Company is established both in fast and slow growth markets hence its activity is split between these two non-comparative markets.
The consideration by people that their products potentially affect health negatively due to its sugar content may make people shift from their products to perceiving healthier products. As much as it owns many brands in the market, Coca cola does not have huge amount of sub industries in the market it does not operate.
Opportunities
The company acquires brands and sub industries costing billions of dollars with a capacity to increase its turnover. Its innovations keep attracting its customers as per their markets with stores almost everywhere in the world up to retail level. Its extensive distribution network allows it to take its products near the consumers.
Challenges
Other companies continually battle with Coca Cola for the market offering more products and better prices. Some countries impose higher taxes on the sale of some selected soft drinks and further ban the sale of others within their territories hence shaking the market. Rise in price of raw commodities for their products may squeeze the company margins. Currency exchange rates are also a threat to the company since they occupy space in every market around the globe, some with volatile currencies.
Conclusion
Majorly, larger companies with presence in markets all over the world have several opportunities to explore and threats to examine. These companies all the same have strengths and weaknesses within their efficiencies due to their size of operation and large resources. For better and feasible operation, the companies explore these factors for improvement of their effectiveness and efficiency of their operations.
Works Cited
Haag, Stephen, and Maeve Cummings. Management Information Systems For The Information Age (8th Ed.). New York: McGraw Hill, 2010. Print.
Investors, et al. 'Mission, Vision & Values’. The Coca-Cola Company.N.p. 2015. Web. 5 Feb. 2015.
Pahl, Nadine and Richter, Anne. SWOT Analysis - Idea, Methodology and a Practical Approach. MüNchen: GRIN Verlag GmbH, 2009. Print.