De Beers and Coca Cola Essay

Pages: 19 (5181 words)  ·  Style: APA  ·  Bibliography Sources: 18  ·  File: .docx  ·  Level: College Senior  ·  Topic: Business

SAMPLE EXCERPT . . .

It is important for De Beers to focus on their footprints in the environment in the operations that they perform. The main operations of De Beer have been certified. In order to create an opportunity to make a product that is different from everyone else's, the company is also developing a brand of luxury goods and diamonds (Reilly, 2004). It also created a joint venture with successful companies in LVMH in 2001 and also opened a store in Tokyo by the name of De Beers LV. It was very frustrating for the company to open the stores in the U.S.A. which they strongly desired because the U.S. government put a ban on their business due to the alleged violations and mistrust (Business Write, 2003).

De Beers is one of the most reputed company with an immense amount of experience in adapting to the different environments, however, despite all their advantages, the market share of the company is reducing due to other competitors in the market and the interference by the government with demands of expenditure. The company De Beers had been a leader in price for a lot of years even though its monopolistic market position makes them no threat to other companies. In order to build a new brand and create and adapt to a more diverse market, De Beers have opened luxury stores in New York which has become a positive sign for the company for some years because the public buys directly from the store (Reilly, 2004).

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6) Assume the role as the leader of the most influential stakeholder group, and indicate three (3) potential challenges that you may face in encouraging stakeholders to form a coalition to help you achieve your goals. Suggest the significant steps that you would take in order to overcome these challenges that you have identified. Justify the response.

TOPIC: Essay on De Beers and Coca Cola Assignment

The company De Beers Group/Coalition is solely responsible for the high price in the market due to which the supply is restricted and aimed towards the increase in demand. Looking back at the development of De Beers and their involvement in the development of the industry of diamond, they were in a very limited amount and were found solely in the Brazilian jungles and Indian River beds. Those diamonds were also cherished by the nobility only and cost a fortune. A large number of diamond reserves were found in South Africa in 1970 after which the idea of the diamonds becoming available widely was formed. Due to the lack of proper equipment, the individual miners of production levels were restricted and the local businesses gave them expensive equipment at rent to do the work. Cecil Rhodes was one such businessman who started buying claims of diamond mines production. De Beer was set up by him in 1887 and it had by that time owned the right to every mine in the South African territory. The company initially was able to establish full control in the country because (Reilly, 2004):

The color bar was supported by the government at that time which allowed racial discrimination to take place between non-white and white and this offered a lot of advantages of labour employment, and (Reilly, 2004),

A market that was free virtually in order to register and acquire claims.

Moreover the company was in control and had power over all the channels of distribution which allowed them to administer the levels of supply and command the cost of the rough diamonds that were created in South Africa. De Beers, it was clear, was in control of everything n the country and enjoyed being the center of attention of their phenomenal success of the industry of diamonds. It was also clear that De Beers enjoyed the profits which were also being relished by the investors of the company. The company was clearly gaining profit from the operations being performed by their group and they also knew that the diamond industry being profitable was in their best interests as well as their investors. They also contended to make sure that every party from production and mining to the retailers was satisfied (Reilly, 2004).

De Beers for many years had guaranteed the producers with a balanced tide of the foreign currency and the prices were stable by the dealers which were transferred very easy to the consumers. However in the years since the cartel broke up a lot of restricted but important changes have been detected in the diamond industry's structure. The distribution and production have been spread evenly in the market but it is not under a very noticeable pressure and is static. According to the consumers and the retailers, there have not been any large changes in the diamonds supply which is still restricted and in line with the demand in which the per year production has increase to a double along with high demand of the consumers. This has in return led to much higher prices of the diamond (Reilly, 2004).

Part 2:

1. Specify, in brief, the nature, structure, types of products or service of the business you selected. Examine the information within the company's code of ethical conduct, and choose three (3) key issues from within the document that you believe are critical for success. Provide a rationale for the response.

One of the world's largest companies of beverages is the Coca Cola Company which also has twelve other billion dollar brands under its belt namely Minute Maid, Powerade Vitamin water, Coca Cola Zero, Sprite, Fanta, and Diet Coke. The Company is number one in providing ready to drink coffees and teas and also provides juices, drinks and beverages. It sold around 24.4 billion beverage cases in 2009 globally and generated 8.2 billion dollar flow of cash from it. Coca Cola also has the largest system of distribution in the world with around 300 local retailers and bottling partners and their customers in more than 200 countries with daily 1.6 billion servings rate (Coca-Cola 2009, Annual Review).

Coca Cola as a part of its planning made a 2020 Vision in which 6 main areas like productivity, portfolio, partners, profit and people are discussed (Coca-Cola corporate website 2010). This will make sure that the company remains the top in the world. Coca Cola started a Live Positively manta for the sustainability ad managing and measuring their use of water which makes then think as a whole and take sustainable actions through accountability and transparent work (Coca-Cola 2009, Annual Review).

The Sustainability Review of 2008 and 2009 of the company focuses on energy and climate protection, sustainable packaging and water stewardship. They have set their targets for reducing recycling, reusing, carbon emissions and refilling the water that is used in the production of the beverages. The goals of Coca Cola include water efficiency improvement by 20 per cent by 2012, and achieving a status of being 'water neutral' by 2020. The company in 2009 increase the ratio of water efficiency to 2.43 liters for the production of 1 liter beverage and it has participated in a lot of community water partnerships globally to provide the communities with safe drinking water (Coca-Cola 2008/2009, Sustainability Review).

Using the three (3) key issues you selected as a benchmark, compare and contrast the codes of conduct of two (2) similar companies within the same industry as your chosen company.

First Company - Coca Cola

The Sustainability Review of 2008 and 2009 of the company focuses on energy and climate protection, sustainable packaging and water stewardship. They have set their targets for reducing recycling, reusing, carbon emissions and refilling the water that is used in the production of the beverages. The goals of Coca Cola include water efficiency improvement by 20 per cent by 2012, and achieving a status of being 'water neutral' by 2020. The company in 2009 increase the ratio of water efficiency to 2.43 liters for the production of 1 liter beverage and it has participated in a lot of community water partnerships globally to provide the communities with safe drinking water (Coca-Cola 2008/2009, Sustainability Review).

Second Company - Pepsi Co.

PepsiCo is also making way towards the sustainability stance and unveiled 'Performance and Purpose' as their new mantra. The company stated fifteen global commitments and goals which emphasized on water operations and packaging, energy, efficient land use, and protection of the natural resources by innovation. It has also set 2015 target of sustainability which include water efficiency improvement by 20 per cent in return providing 3 million people with safe water to drink and reducing the electricity usage and greenhouse gases by 25 per cent. The company has also planned to use potato peelings for their crisp packaging and announced in 2010 to reduce carbon emissions and water usage to train and fund farmers (Pepsico 2010). Pepsi has also developed a crop management tool which is web based and called i-crop, to help the farmers calculate carbon emissions… [END OF PREVIEW] . . . READ MORE

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