In mid-September 2018, reports surfaced that The Coca-Cola Company (Coca-Cola) was monitoring the cannabis industry and was interested in producing cannabis infused drinks using the non-psychoactive ingredient in marijuana that treated pain but didn’t get the user high. Coca-Cola was in search of new alternatives to offset the drag on its soft drinks sale caused by consumer aversion toward carbonated, sugary drinks and it reportedly considered the booming marijuana industry to be a good source of revenue and profits for the company. According to the reports, this decision was taken as a punt for the distant future, when there would no longer be any soda-drinking customers to fall back upon. Is it worth the risk for Coca-Cola to enter into the cannabis market? This case study discusses the several reasons that could have triggered Coca-Cola’s interest in entering the cannabis market by producing cannabis infused drinks. It also hints at the potential of the cannabis market, the growing interest of beverage companies in this space, and its expected growth in future. The case discusses the potential implications which this deal might have on the company, thereby enabling the students to discuss whether it would be a feasible option for Coca-Cola to adopt.

Business Environment Case Studies | Case Study in Management, Operations, Strategies, IT and Systems, Case Studies

Business Environment Case Studies Case Studies | Case Study in Management, Operations, Strategies, IT and Systems, Case Studies

PayPal (7 USD)

Issues

The case is structured to achieve the following teaching objectives:

	Understand issues and challenges provided by the business environment
	Identify the key motives/reasons why companies go for diversification
	Understand the challenges in launching new products
	Understanding diversification as a growth strategy

Contents

INTRODUCTION

ABOUT COCA-COLA

THE CANNABIS OPPORTUNITY

WHY CANNABIS?

REGULATIONS AROUND CANNABIS

THE BIGGER PICTURE

EXHIBITS

Keywords

Tesco,Turkey,Retail,Overseas markets,Political aspects,Economic aspects,Cultural aspects,Country analysis,Competition,Competitive advantage,Emerging markets,Strategic decisions,Entry mode,Exit,International markets

INTRODUCTION - Next Page>>