Discussion Question

. Discussion 1; There are three different types of non customer’s tiers that can be transformed into customers.  The first non customer tier involves the company’s closeness to the market. These are the customers who purchase the company’s products on different occasion. Some of the consumer initiatives of the company for instance Share a Coke and the Coca Cola HBC needs a first tier non customer. Coca-Cola Company has effectively expanded its blue ocean strategy by indulging into the demands of the first tier non customers.  The second tier noncustomers includes different insight into the assumption of the company and the customer’s existing that can be rewritten and challenged in order to develop a significant value. In the case of Coca- Cola, the company has specific strategies in the areas of supply management. There are different procurement opportunities managed by the prime suppliers and limited opportunities for small business therefore, the company has effectively developed the 2nd tier noncustomer which provides an effective partnership with the prime suppliers and the company (Coca- Cola Supplier Diversity 2016). In this way, the company accepts both the direct and indirect approaches for second tier noncustomers. The direct method involves engagement of the supplies on the contract of the company and hence, a report is made on the total amount paid to the supplier. On the other hand, the indirect approach calculates the spending of the second tier with the percentage of the company’s customer business. The third tier noncustomers involve noncustomers who have not been acknowledged or targeted of as potential customers by the company players (Jerevicius, 2013). This is as a result of the business opportunities and the needs of the customers linked with them. The product utility of the company offers exceptional utility since it strives to indentify the mechanisms in which other products such as sprite can change customer’s lives. This is significant since it indicates that how the product is developed becomes a significant role to its customer’s utility and less to the products technical possibilities (Jerevicius, 2013). The core competence of Coca Cola Company involves brand building, therefore, in order for the company to achieve a blue ocean strategy it is important for the company to analyze and understand the present condition in the market place and analyze the main aspects of investments and competition.

Discussion 2; Coca Cola Company produces more than 500  soft drinks brands worldwide and apart from coke other products include, sprite, fanta, vitamin water, Minute Maid, Dasani, Simply and Fuze Tea The (Coca-Cola Company, 2016).  These products can be applied in the Boston Consulting Group portfolio analysis grid and the stars include products earnings that are growing, stable and low and include products such as Minute Maid, Dasani. The questions marks earnings are growing, low and off course unstable and indicate negative cash flows and potentiality in their strategy and they include Coca-Cola products such as Fuze Tea, and Simply products. On the other hand, the cash cows illustrate both cash flow and earnings are stable and high and include products such as Coke beverages. Finally, the dog’s cash flows are negative or neutral and instability in the earnings and include coke products such as fanta product (Coca-Cola Company, 2016).










Jerevicius, O. (2013). Strategic management; BCG growth- Share matrix; retrieved from https://www.strategicmanagementinsight.com/tools/bcg-matrix-growth-share.html

The Coca-Cola Company (2016) Brands the Coca-Cola Company; retrieved from http://www.coca-colacompany.com/brands/the-coca-cola-company/

Coca- Cola Supplier Diversity (2016), PARTNERSHIP Development Recognition; 2nd Tier Program; Retrieved from http://supplierdiversity.coke.com/SitePages/2ndTierProgram.aspx




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