Posted: March 21st, 2022

Project Proposal

Project Proposal
Introduction
Coca Cola is an American multinational beverage company who sells products in over 200 countries (The Coca Cola Company, 2022). The company is currently headquartered in Atlanta, Georgia where it initially began in the year 1886 (The Coca Cola Company, 2022). Over the last 10 years, the market capitalization for Coca Cola has boosted from approximately 152 to 267 billion dollars (Companies Market Cap, 2022) which means that Coca Cola is a valuable publicly traded company.

Project Idea
This project dubbed “Big Coke Energy” focuses on establishing the new Coca Cola product – “Coca-Cola with Coffee Mocha” as a viable competitor in the global energy drink space. The project will use both traditional retail channels and the use of social media platforms to reach out to both the Generation Z and Millennial market segments.

Business Case
With both the global energy drink and coffee spaces set to grow by annual compound growth rates of 7% (Investopedia, 2021) and 5.3% (Statista, 2022) respectively by 2025, there is an obvious thirst amongst consumers for more caffeine in their choice of beverage. As Coca Cola does not have a foothold in either space presently, there is an opportunity for Coca Cola to expand its business. This expansion may prove to be vital as more customers abandon traditional sugary drinks for healthier alternatives and energy drinks. Rivals such as PepsiCo, Red Bull and Monster Energy already successfully occupy these spaces.

Project Objectives
 To establish Coca-Cola with Coffee Mocha as a viable product in the energy drink space by capturing at least 3% of the overall global energy drink space in the first year
 Capture 10% of the 18 to 25-year-old demographic in North America
 To increase Coca Cola’s global revenue by 5% in the next 36 months
 To secure at least one partnership with a video game company within the next 12 months to help break into target markets

References
Companies Market Cap (n.d). Market capitalization of Coca-Cola (KO). https://companiesmarketcap.com/coca-cola/marketcap
Coffee. (n.d.). Retrieved from https://www-statista-com.library.sheridanc.on.ca/outlook/cmo/hot-drinks/coffee/worldwide
Fontinelle, A. (2021, September 28). The Jolting Rise of the Energy Drinks Industry. Investopedia. https://www.investopedia.com/articles/investing/022315/energy-drinks-industry.asp
The Coca-Cola Company (2022). We are Coca-Cola Canada. https://www.coca-cola.ca/our-company
The Coca-Cola Company (2022). About the Coca-Cola Company. https://investors.coca-colacompany.com/about

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Introduction to the Project Proposal Coca-Cola is a multinational beverage corporation based in the United States that sells its products in over 200 countries (The Coca Cola Company, 2022). The corporation is currently located in Atlanta, Georgia, where it was founded in 1886. (The Coca Cola Company, 2022). Coca-market Cola’s capitalization has increased from around 152 to 267 billion dollars during the last ten years (Companies Market Cap, 2022), indicating that the company is a valuable publicly listed corporation.

Concept for a Project

This project, called “Big Coke Energy,” aims to establish the new Coca-Cola product, “Coca-Cola with Coffee Mocha,” as a competitive contender in the worldwide energy drink market. The concept will make use of both traditional retail channels and social media platforms.

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