Top 5 Challenge Trends, Top 5 Solution Trends

• Select one challenge and one solution trend which you believe is most applicable to Coke’s situation today. 

One of the “Top 5 Challenge Trends” which most applicable to Coke’s situation today is "Greater Personalization and Customization". In order to meet the needs of the health conscious, Coca-Cola’s globalized vision has been the company’s ability to customize its product line Coca-Cola’s globalized vision has been the company’s ability to customize its product line. To live healthier is a worldwide trend. You must customize your products to make them believe that it's not only tasty but also harmless to their health or even beneficial to them. Moreover, Coca-Cola has invested significant time and money into researching and understanding different marketing trends and consumer segments based on lifestyle, age, and income to accurately develop and market its products. For example, Coca-Cola zero sugar is the sugar-free cola that looks and tastes even more like Coca-Cola original taste but without the sugar. It replaces Coca-ColaZero, which we launched in 2006, and is a strategy to states that the product will help people reduce their sugar intake.

One of the "Top 5 Solution Trends” that most applicable to Coke’s situation today is "Rise of the Creative Class". Today, with blogs, Flickr, and YouTube, anyone can post their creative efforts. The smartphone, mobile devices, cellular network push the communication to a new age. New social media like Instagram, Facebook, Youtube, and Pinterest has become a popular way to put the advertisement. By operating those communities, Coca-Cola’s marketing strategies played a significant role in successfully globalizing the company and have the opportunity to revise its negative public image of selling unhealthy soda.

• Which one of the five building blocks should Coke focus on to capitalize on the trends you selected. Why?

Learning from the past experience

Learning from the past is essential for companies to review projects and products to learn what worked and what didn’t. essential for companies to review projects and products to learn what worked and what didn’t. In spite of its tremendous financial and marketing achievements, the road to success has not always been an easy one for Coca-Cola. Some countries have banned or heavily restricted the sale of their products, claiming that some of Coke’s staple soft drinks are threatening public health and encouraging obesity. Coca-Cola states on their official website, "Countless conversations take place online about Coca-Cola every day, and we want our Company’s more than 100,000 associates in more than 200 countries to join those conversations, represent our Company, and share the optimistic and positive spirits of our brands."Retrieved from https://www.coca-colacompany.com/stories/online-social-media-principles

Coca-Cola said that "It is critical we always remember who we are –the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands – and what our Company’s role is in the social media community – to inspire moments of optimism and happiness and build our brands. The same considerations that apply to our messaging and communications in traditional media still apply in the online social media space, including on what you might consider “internal” platforms. Have fun, but be smart. Use sound judgment and common sense, adhere to the Company’s values, and follow the same Company policies that you follow in the offline world. To get you started or to help you improve your social media skills, we offer training to our associates and our agency partners through our online learning portals, and we’ll continue to regularly evaluate our training classes and update them as social media evolves."Retrieved from https://www.coca-colacompany.com/stories/online-social-media-principles. Their purpose can not be more clear which is the public image they want.

Reference

1. "Countless conversations take place online about Coca-Cola every day, and we want our Company’s more than 100,000 associates in more than 200 countries to join those conversations, represent our Company, and share the optimistic and positive spirits of our brands."Online social media. (n.d.). Retrieved from https://www.coca-colacompany.com/stories/online-social-media-principles
2. "It is critical we always remember who we are –the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands – and what our Company’s role is in the social media community – to inspire moments of optimism and happiness and build our brands. The same considerations that apply to our messaging and communications in traditional media still apply in the online social media space, including on what you might consider “internal” platforms. Have fun, but be smart. Use sound judgment and common sense, adhere to the Company’s values, and follow the same Company policies that you follow in the offline world. To get you started or to help you improve your social media skills, we offer training to our associates and our agency partners through our online learning portals, and we’ll continue to regularly evaluate our training classes and update them as social media evolves."Online social media. (n.d.). Retrieved from https://www.coca-colacompany.com/stories/online-social-media-principles