Coca Cola, like any large company, faces business problems that could impact their bottom line in the long run if not properly addressed. At present Coca Cola focuses most of its advertising efforts to a younger demographic. Coca Cola as a company needs to address the increased numbers in childhood obesity over the past decade. They need to directly focus their efforts on how they can promote a healthier lifestyle for not only their target demographic, but proceeding generations as well.
It is no surprise to the average consumer that Coca Cola is not directly responsible for the increase in childhood obesity, however they do little to show their efforts in combating this issue. Coca Cola needs to place itself in the best position possible to begin and set an example in this battle. Consumers as well as competitors will be looking to Coca Cola for guidance and direction if they take the forefront. Removing all vending machines from elementary, junior high and high schools will show that Coca Cola cares about removing the temptation of sugary drinks from this demographic. They can also replace soda in vending machines with just water. Increasing the size of the sugar content on the label and moving it the front will put it right in the consumers face and they will not be able to ignore it. Also focusing their advertising towards an older demographic with many types of people to promote a healthy generation is imperative. The efforts they have made towards this movement has gone unnoticed and they need to do a better job of showing consumers that being active and healthy is important for their future.
Coca Cola has both the logistical and financial resources to implement these changes and should be able to successfully do this over a period of time. The changes Coca Cola needs to implement can be done over the next year, and monitored for at least the next four. A more health conscious brand recognition from...