Business Proposal




Inthe current business environment, businesses are obligated to come upwith sustainable and innovative solutions. Such approaches commitfirms to respect both health and environment in their operations.Better products triggers several benefits such as improved reputationand customer satisfaction. Over time, Coca Cola Company has beenaccused of developing products that catalyze lifestyle diseases suchas obesity. The firm has a global presence hence the implications ofits products are felt by many individuals. While the firm continuesto deny the matter, studies indicate that carbonated and sugarydrinks developed by the organization cause obesity. Nonetheless, thefirm has continuously engaged in research activities and innovationmeant to improve the health benefits of their products.

Visionfor the Idea

Healthremains significant aspect in the operations of the company. Thedifficulty lies on the promotion of well-being of the consumers dueto the increased health complications such as obesity that arise fromconsumption of sweetened drinks. Coca Cola musttakeelaborate steps that will result in the production of non- orlow-calorie beverage options (Banutu-Gomez,2012).It should commit itself to provide the calorie information on itsproduct packs. Withimproved quality, the company will end the negative criticism abouttheir products. It will also mitigate the health challenges thatemanate from the consumption of unhealthy food items.Every individual is vulnerable upon taking sweetened drinks. The ideaproposed is the development of non- or low-calorie beverage optionsthat will consider the health well-being of the consumers.

Thedevelopment of the non- or low-calorie beverage options should goalongside renewed awareness campaigns through marketing and CSRactivities. Through appropriate marketing, marketing anddistribution, the firm will ensure that the consumers have the rightinformation about the products they are consuming. On CSR activities,the firm should sponsor physical activity programs in the areas whereit operates (Beer,2010).Through such sensitization programs, the firm will improve itsreputation as well as establish itself as a firm that considers theinterests of the consumers. With the markets being sensitized on thelinkage of sugary products and diabetes, thefirm oughtto take proactive steps, as this would be crucial in value creation.

Benefitsof the Idea

Manycompanies have identified strategies and tactics that are crucial infacilitating their international success. Strategies are modeled in amanner they complement each other while working in harmony to providemaximum return enhanced by efficiency. Under the international law,firms are obligated to respect health and environmental concerns intheir operations. The interests of the stakeholders remain a keycomponent in the in the policies of a firm. Such firms value theinsights of their stakeholders as they help in shaping thesustainability reporting.

Bydeveloping non-or low-calorie beverage options, Coca Cola will be in a position toattract and retain the clients. There are a significant number ofpeople who do not take the company’s drinks for fear of gettingobese or diabetic. Such segment of the clients will form significantpart of their customer base. It is expected that the return on theinvestment will be huge to sustain the production process as well asgenerate profit. Additionally, the firm will be benefit in terms ofreputation as it will reduce the negative publicity about itsproducts. CocaCola Company will hence create its image as a good andconsumer-friendly corporate. Beinga globally-recognized brand, Coca Cola will not undergo massiveinvestments in terms of developing new plants.

Investmentin the idea has internal benefits to the company, as they will helpthe company develop new resources and capabilities. When acquiredinternally, it assists in efficient utilization of resources andconscientious policies such as health benefits. One of the mostrecognized attribute of is the aspect that the organization as wellas the public will benefit from as it advances the greatest aggregategood of the community(Kaeokla &amp Jaikengkit, 2012).The benefits to be enjoyed by the recipient are deemed equal in valueto those that benefit the company. The company’s benefits arerealized through the enhanced economic environment that the companywould operate in considering the improved competitive edge andreputation.


Inthe execution of the idea, financial, logistic, machinery, and humanresources are required. Finances will help support the purchase ofthe materials required. It is also important to have financialcapacity that will help in supporting innovation. Employees will haveto be re-trained about the proposed idea. The chemical engineers, forinstance, will be trained on the new innovation. Still on humanresources, the firm will recruit employees to support the increaseddemands. The employees must have the capacity to sustain theinnovation as well as help in ensuring the standards are met.

Departmentaland Organizational Relationships

Interdepartmentaland inter-organizational relationships are essential in enhancing thesuccess of the idea. The main departments involved in the exerciseinclude research and development, supply, human resource, marketing,and finance. Research and development division will play significantrole in the development of non-or low-calorie beverage options. The marketing department has a roleto play in creating awareness about the product, including the healthbenefits and the content. The approach for use is to eliminate thenegative publicity about the products. Human resource division willensure that human capital is available. Employees will playsignificant role in the execution of the idea hence it is appropriatefor the department to develop appropriate strategy on the newresponsibilities and needs. The teams have to consult widely toensure that the resources are available for the development of theidea. Further, the firm has to work with organizations in theexecution of the idea. The government, for instance, will have toascertain the safety requirements as stipulated in the new idea.

PotentialTimeline for Completion

Theproposed idea can be completed within a span of six months. Today,Coca Cola Company has plants in various places around the world. Thefirm also has an elaborate research and development division thatengages in activities that are meant to improve the quality of theproducts. With such investments, the firm will not undergo hugeinfrastructural development to enhance the execution of the idea. Theproposed period will be enough to develop the concentrates requiredwith the appropriate calorie contents. Within 2 months, the productcan be shipped to the various bottling plants around the world.During the similar period, the firm will develop the appropriatestructures in terms of supply and human resource to kick start theidea.


Thephilosophy behind this idea is to ensure that businesses contributepositively in order to enhance the realization of positive outcomesamong the stakeholders. Within the beverages industry, poor ethicsmay result in the sale of unhealthy and unhygienic drinks thatthreaten the life of the consumers. The discussion provides adetailed plan on how firm can produce an innovative product that hasno or low calorie levels. It is believed that the idea will improvetheir profitability and business growth.


Banutu-Gomez,M. B. (2012). COCA-COLA: International Business Strategy forGlobalization. InternationalTrade &amp Academic Research Conference (ITARC ),3(1), 155-169.

Beer,L. A. (2010). Astrategic and tactical approach to global business ethics.New York: Business Expert Press.

Kaeokla,P., &amp Jaikengkit, A.-O. (2012). The Costs and Benefits ofCorporate Social Responsibility. Journalof American Academy of Business, Cambridge, 232-237.