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Roughly Done Essay

1498 words - 6 pages

Part A
How coke become an Aussie brand:
Like most amazing stories, it started with a small idea. A delicious and refreshing idea, as described by Coca-Cola inventor Dr John Stith Pemberton in his first advertising campaign.

The year was 1886, and Dr Pemberton, a chemist from Atlanta, USA, needed to test the theory. With jug in hand, he walked down the street from his premises to Jacob’s Pharmacy where staff tasted the syrup and soda mix. It went on sale for five cents a glass.

Dr Pemberton’s bookkeeper, Frank M. Robinson, also had an idea. He thought two ‘C’s would look good on a label, and came up with the new product’s name. He handwrote it on a label, and with a stroke of the pen ...view middle of the document...

Australian plants supplied not only Americans but Australian service men and women as well, from urban bases to ‘jungle units’ stationed in the Pacific theatre.

During the war the small Coca-Cola plant in Brisbane became the focus of this operation, with manufacturing often running 24 hours a day to service the United States South Pacific headquarters, also located in Brisbane.

* Post World War Two
By 1950 the post-war economy had stabilised, and The Coca-Cola Company began to grant franchises across Australia. At one stage, Coca-Cola was bottled in 30 different locations throughout Australia from small, single-town bottler serviced country towns such as Inverell and Cairns, to large conglomerate bottlers spanning regional areas. Ultimately these bottling companies and franchise territories where consolidated into the single territory held by Coca-Cola Amatil today.

Innovation in computerised bottling systems, new delivery methods, and the introduction of high-speed packaging technology has helped grow the reach of Coca-Cola across the Australian market since the heady days of the 1950s.

* Today
Today Coca-Cola Australia together with its bottling partner, Coca-Cola Amatil offer more than 240 products including regular and low kilojoule soft drinks as well as waters, sports drinks, energy drinks, teas and flavoured milk. Its leading brands include Coca-Cola, Diet Coke, Coca-Cola Zero, Sprite, Powerade, Goulburn Valley and Pump to name a few.

This part consists of macro environmental factors and their impact on industry:
As industry we discuss Soft Drink Industry:
Industry Structure
The Soft Drink Manufacturing industry has lost its fizz. During the five years through 2012-13, industry revenue has grown at a weak annualized rate of 0.9% as deteriorating economic conditions, inclement weather and changing consumer trends weighed against the industry. Since the global financial crisis in late 2008, the economy has gradually weakened under the weight of escalating domestic and global uncertainty. Consumers have generally become less confident, choosing to pay down debt rather than spend on discretionary purchases. Demand for carbonated beverages has been affected by changing social trends, with more health-conscious consumers moving away from sugary, high-calorie beverages. This has prompted a shift to low and no-sugar carbonated soft drinks. Sports and energy drinks have proved an opportunity for producers, with both products recording stellar growth over the period. Another modest year is expected in 2012-13. The weak retail environment has been the major impediment to growth. IBISWorld estimates industry revenue to grow 2.0% over the year to reach $3.5 billion.
Industry conditions are forecast to improve over the five years through 2017-18, underpinned by strengthening demand and ongoing marketing initiatives and product innovation. Rising health awareness and concern at the high sugar content of some carbonated beverages will...

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