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Assess the impact of using the App Annie by Coca-Cola Company to gain the competitive advantage. 
 

Background of Coca Cola Company

The following report addresses the several ethical issues and their resolutions in the background of the Coca Cola Company. Some ethical issues will be discussed and the critical arguments will be made in this discussion report indeed. The important matter that will be highlighted in this report is that of the different ethical matters that have arisen in the due to the use of the App Annie by Coca Cola to satisfy the different needs of their customers. This issue is very much prevalent since there have been some significant market challenges for the company in the recent past (Babatunde and Adebisi 2012). Coca Cola will have to get around these market challenges to be successful in their domain. The fierce competitive environment for gaining the competitive advantage will play a big role in adopting the best strategies for the organization.

Coca cola is one of the most successful and leading brands in the beverage industry. The company is based in United States of America (Coca-cola.com 2018). The company was set up in the year 1892. They prepare a wide range of beverage products for their customers. It has been a very successful company in terms of the revenues and the brand reputation. They have various brands of their products that they provide to the customers. The headquarters of the company is located at Atlanta in USA. They have gained a huge brand reputation and they act as the sponsors for the several theme parks, sports organizations and television shows. The current President and CEO of the company is James Quincey (Coca-cola.com 2018). The flagship product for the company is Coca-Cola i.e. a beverage drink product. They have a wide variety of branches in all the regions of the world in all the continents. Innovation has been one of their biggest strengths to be successful in the competitive business environment. The total number of people working for Coca-Cola is simply more than 700,000 (Coca-cola.com 2018). 

This case deals with the several implications of using the apps Coca-Cola Company is one of the major distributors of several brands across the world. Some of the leading brands of the company are the Dasani Waters, Gold Peak teas and coffees, Honest tea, Minute Maid juices, Powerade sports drinks, Simply juices, vitamin water, Sprite and many more (Appannie.com 2018). All these brands have been very much famous since they have met the desires of the customers in te best ways. There are several mobile apps developed by the Coca-Cola Company so they can provide the best services to their customers. Coca-Cola Freestyle is one of their most favored apps since they help the customers to get their best services (Babatunde and Adebisi 2012). The Coke Notify Service Request is also a very important app for the retailers as well. Another developed app for the college students is the Dasani Purefill i.e. designed to help them to reach self-serve water stations so they do not get dehydrated in the extreme heat of the summer (Appannie.com 2018).

Use of mobile apps by Coca Cola

As per the case, it has been noted highly, that the consumers use the various products of the company almost 1.7 billion times per day. If it can be counted in a minuter manner, the data that comes out is the consumers use the beverage products of the Coca-Cola almost 19,400 times (Appannie.com 2018). The Coca-Cola Company has thousands of outlets all over the world. This is why the consumers get to discuss and interact with them through the various secondary outlets that they have. These consumer interactions are very much important for the increasing brand image of the company (Bovee and Courtland 2012). It has been a great fact that the company has several marketing challenges and these challenges will have to be tackled properly in order to retain their competitive advantage. It is indeed very important to note that the Coca Cola Company has been facing many problems in their marketing operations. In order to cope up with this they will need to adopt some strategies by which they can be able to find a way through. It is only possible when the company will have the proper data and numbers that will help them to address the proper situations (Santos-Vijande, López-Sánchez and Trespalacios 2012). If they get the get the proper data and ideas about the several challenges they will be able to plan something comprehensive in this regard. There are no doubts that the Coca Cola Company is a multi faceted brand. This is why they have these kinds of challenges as well. In this way they must be looking to put these challenges through and find the proper solution. There are several opportunities as well that come along with these challenges. The company will have to capitalize on those facts as well. 


The main discussion then revolves around the proper solution of the problem. It is very important to depend upon the software apps for the correct data on utilizing the several opportunities (Santos-Vijande, López-Sánchez and Trespalacios 2012). They might have opt to optimize their own apps or they also might go on to optimize the several software apps developed by the retailers. In this case, Coca Cola will depend on the App Annie Intelligence for the relevant market information and data so they can make out the digital condition through the actionable data. App Annie will always supply them with the proper data and make them utilize that data to cope up with the challenges (Wagner and Hollenbeck 2014).

Marketing challenges and strategies

Thus the use of the App Annie will help them to understand the several issues like the optimizing of the keywords to the color schemes used for the screenshots and the media buys. The help from the data of the App Annie to the Chambers notes will direct them to attain a better understanding of the various marketing strategies so they can gain the competitive advantage. The Coca-Cola Company customer base is full of diversity and this is why the use of the App Annie database will be very much helpful for them from several aspects as well.

Coca Cola will be able to get a better understanding about the desires of their customers and how they can be able to provide the proper things to the customers by the dataset of the App Annie database. The customers will be able to understand these things in a better way about the services of the company (Wagner and Hollenbeck 2014). Thus they will depend on Coca-Cola products all the more indeed. If Coca-Cola understands the needs of their customers by the help of the App Annie dataset they will be able to add some extra features into their products and services. This will be a boost for them to get over the several marketing issues and challenges. The consumers can also get engaged in using these apps or collect the relevant data so they can get the proper information of how they can improve their experience in the better ways indeed (Campbell, Coff and Kryscynski 2012).

In this way the distribution network of the company will be improved in a much better way and this will in turn help the customers as well. The company will surely be able to gain the bottom line growth through these experiences indeed. The mobile ordering experiences will also gain the betterment in the food services (McGrath 2013). The Chambers Data is also of the opinion that the Coca-Cola Company will be able to gain a much better customer response in terms of their services and products if they use the App Annie database. The best marketing strategies will be utilized for the betterment of the company (Chaffey and Ellis-Chadwick 2012). 

One of the most important issues in this context is the critical aspects and the acceptance of this method by the customers and the marketing managers. Both of them are very important stakeholders of the same (Armstrong et al. 2015). This decision by the Coca Cola Company has been criticized sometimes for being positive and in the negative ways as well. According to some people, it is very problematic for the Coca Cola Company to keep the proper track of all their marketing issues that arise in their different secondary outlets across the several countries. However, it can be said to be much difficult to say how the data providing companies are in a complete basis (Berthon et al. 2012).

Benefits of App Annie for Coca Cola

It is not sure to say that the data that App Annie provides will always be very much appropriate. However, the companies like Coca-Cola will have to rely on this app when it comes to satisfy the needs of the customers. The Coca-Cola has always faced several strong challenges in the marketing process. Some senior managers have sometimes opined that the company must be able to do their own research in finding the problems and their relevant solutions indeed. Some scholars have shunned this viewpoint and they have said that the use of App Annie is very reliable indeed since this gives the marketing managers the proper opportunity fix the several strategies by which the organization should operate. The marketing data analysis by App Annie will surely decrease the responsibilities of the marketing managers to some extent helping them to get over these problems (Berthon et al. 2012).

The demand of some critics can be countered by saying that the marketing data analytic companies like App Annie will always provide the various companies with the proper data and the recommendations by which they can improve their services and implement some strong strategies indeed (Gillespie and Riddle 2015). They will surely make a thorough analysis of the several market trends and suggest the ways the companies can improve their business strategies for the best. It can be argued that the proper suggestions of App Annie will lead the companies like Coca- Cola to utilize the several opportunities. As Coca-Cola will get to know the several things like the revenue of their competitors, the engagement metrics and all other details, this will surely be helpful for them in many ways. They will highlight the competitive threats for Coca-Cola. Thus the company will be highly benefitted as per the expert critics (Lee and Raghu 2014). 

Some of the useful ethical decision making approaches in the business marketing and management are the Utilitarian Approach, Rights Approach, Fairness/ Justice approach, Common good approach and Virtue approach. The Common good approach can be followed in this section since this factor will give the company much benefit in the strategic business management (De Mooij 2013). However, it has to be said in this context that an organization like Coca-Cola must be able to produce the benefits as their products and services vary a lot all over the world (Ferrell and Hartline 2012).

The proper and thorough communication will have to practice in this section to make the organization gain the competitive advantage. This will serve the common good for both the organization and their customers as well. The entire society will be benefitted if the Coca-Cola takes the help from the App Annie in order to improve their services and product quality. They will gain the competitive advantage and serve their customers in a better manner (Shenkar, Luo and Chi 2014). This will do the common good for the society.

Critics' opinions on the use of App Annie

Conclusion

As per the above discussion, it can be concluded that the use of the App Annie to delight the customers of Coca-Cola can be a very useful thing. This will surely bring the competitive advantage for the Coca-Cola Company in a large manner. It must be mentioned that the Coca-Cola Company has many opportunities to grow in this competitive business environment since they have a large number of branches all over the world. This is why it becomes very rough for them to assess the market risks all over. Thus the organization will need to take the assistance from the App Annie to assess the certain risks by a thorough analysis and take the proper steps to overcome them. The common good ethical approach can be applied to this context 

References

Appannie.com (2018). Coca-Cola Relies on App Annie to Help Amaze & Delight Its Customers. [online] App Annie Content. Available at: https://www.appannie.com/en/insights/customer-stories/the-coca-cola-company/ [Accessed 11 Sep. 2018].

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.

Babatunde, B.O. and Adebisi, A.O., 2012. Strategic Environmental Scanning and Organization Performance in a Competitive Business Environment. Economic Insights-Trends & Challenges, 64(1).

Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), pp.261-271.

Bovee and Courtland, 2012. Business Communication Today, 10/e. Pearson Education India.

Campbell, B.A., Coff, R. and Kryscynski, D., 2012. Rethinking sustained competitive advantage from human capital. Academy of Management Review, 37(3), pp.376-395.

Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.

Coca-cola.com (2018). Coca-Cola Global. [online] Coca-cola.com. Available at: https://www.coca-cola.com/global/ [Accessed 11 Sep. 2018].

De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Ferrell, O.C. and Hartline, M., 2012. Marketing strategy, text and cases. Nelson Education.

Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.

Hartley, R.F. and Claycomb, C., 2013. Marketing mistakes and successes. Wiley.

Lee, G. and Raghu, T.S., 2014. Determinants of mobile apps' success: evidence from the App Store market. Journal of Management Information Systems, 31(2), pp.133-170.

McGrath, R.G., 2013. The end of competitive advantage: How to keep your strategy moving as fast as your business. Harvard Business Review Press.

Mithas, S., Tafti, A. and Mitchell, W., 2013. How a Firm's Competitive Environment and Digital Strategic Posture Influence Digital Business Strategy. Mis Quarterly, 37(2).

Santos-Vijande, M.L., López-Sánchez, J.Á. and Trespalacios, J.A., 2012. How organizational learning affects a firm's flexibility, competitive strategy, and performance. Journal of Business Research, 65(8), pp.1079-1089.

Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.

Wagner III, J.A. and Hollenbeck, J.R., 2014. Organizational behavior: Securing competitive advantage. Routledge.

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