Coca-Cola

ARTICLE ESSAY

THEARTICLE

“In India, pressures on the water supply created by a Coca-Cola plant have caused wells to dry up. Is it just a politically motivated thirst that has led local people to protest?” was written by Mark Thomas for the February 2, 2004 edition of the New Statesmen.

Coca-Cola opened a new manufacturing plant in Plachimada, Kerala, a drought striken area, and pretty much ruined the crops and the scarce clean water supply.

TERMS:

Foreign Uncontrollable:

Definition: Elements of a foreign environment over which a marketer does not have control, such as: political/legal forces, economic forces, competitive forces, level of technology, structure of distribution, geography and infrastructure, and cultural forces. Application: Coca-Cola has no control over the climate in Plachimada, but they could decide not to go into business there.

Market Research:

Definition: The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.

Application: Coca-Cola