Running Head ATC’S 6.0 & 7.02Running Head ATC’S 6.0 & 7..docx

Running Head: ATC’S 6.0 & 7.0
2
Running Head: ATC’S 6.0 & 7.0
ATC’s 6.0 & 7.0
A Team Consulting (ATC)
Glynda CarMicheal, Frank LaPrade, Demetreaus Moore,
Shannon Oberlin, Tracy Reynolds, Woody Dessources
MT 490-01 Bachelors Internship in Management
Submitted by: Frank LaPrade
Professor Blake Escudier
Purdue Global University
ATC’s 6.0 & 7.0
6.0 Operational Management Plans Overview
ATC will be open seven (7) days a week, twenty-four (24) hours
each day. Each store owner is responsible that all orders are
processed. All store owners have their designation or
responsibility to ATC and its operation. The store owner has
their job designation according to ATC’s organizational flow
chart.
6.1Technology
A-Team Consulting will acquire a web-server to host the e-
commerce website, and will run on a windows based operating
system. We will use server-software that will be an application
software and database server. Also, that will process the data

consumers input to purchase product from our on-line retail
store. Web tools will enhance visual appearance of the website.
A database system is needed that will store information about
the products and services recorded from the website, and have
networking that will enhance sharing of information between
departments.
6.2 Website Design Requirements
The process of purchasing from a website needs to be simple
with easy-to-understand ordering directions. Also, shipping
instructions must be consumer friendly. The use of the web page
is to focus on the customer with content and navigation to be
visible. The website design will be reviewed according to sales
and remodeled when needed.

6.3 Fulfillment Operations
Flow chart of the drop-shop business.
6.4 Operational Storyboard/Chart
1. Retailer (A-Team Consulting) ATC develops product with
supplier and the niche to sell products.
2. ATC partners with CQ Group International Limited.
3. ATC develops website and displays the EleCycle product.
4. Consumers view and purchases product on website.
5. ATC managers authorizes purchase and a wholesale payment
to dropship supplier (CQ Group International Limited).
6. CQ Group International Limited (supplier) packs and sends
product to customer.
7.0 Financial Planning Overview
A-Team Consulting (ATC) consist of 6 equal owners who all
work together collectively. Each owner has a specific role they
play in the collective efforts of our business. We will create
company positional requirements, and bylaws/procedures will
be put in place so that everyone is following them, for each
ownership job position, in case there is an ownership change.
7.1 Financial Requirement for Store Owners
ATC EleCycle is a small on-line e-commerce retail store. Since
there are minimal required start-up costs the six owners will
provide 1/6th the start-up costs. The financial requirements of

the store will consist of the following: domain registration, on-
line webpage design, web-host to maintain site, virtual
marketing, and any state/federal taxes or fees for
licenses/permits.
The cost of the web-host is paramount and the web-host must be
dependable and capable of all marketing changes performed by
the company. ATC does not carry inventory so site maintenance
must be discrete and a continuous process by the web-host. The
store-front of the store is our marketing tool and must be clear
and concise. Different social media sites must be capable of
driving customers to our store-front without being technically
problematic. Conflict with key marketing schemes will not be
allowed by search engines used by possible consumers.
ATC store owners will be required to go through personal
background checks if financing is required (just like any other
loan). If the drop-shipping company requires other checks and
balances to enlist their products, then each store owner will
have to meet their requirements to be considered an equal
partner. If other requirements are needed, then the owners may
enlist the help of an attorney to settle disputes. Some required
documents might be: personal background checks, ATC
individual business plan, credit reports, tax returns,
financial/bank statements, and any other legally required by law
legal documents.
The following are possible owners start-up costs:
· Name registration – This can be done on line by visiting the
secretary of state website for the state you will be based out of.
They will show a cost to register the business name, and if it is
available for use.
· File for Articles of Incorporation/LLC/Personal Service
Corporation- You will need this document when you have to
open a business bank account. This can be a three to six month

wait on receiving your documents.
· File for Copyrights/Trademark/Company Logo – There is also
a waiting time to collect your documentation, but it is worth it.
This will keep your company logo safe from other persons using
it for unauthorized use.
· Purchase a Domain Name/Web Hosting Site – There are
several different companies out there that sell this service. We
will choose the one that offers the most for their service, buy
remain cost effective.
· Tax ID number – This is required of all businesses. There is a
number you can call to obtain this number, and or apply online.
You would have to first determine the type of filing your
company will be doing.
· Open a Business Account - The bank will require your
business filing paperwork, your tax ID number, and all legal
documentation related to the business. All 6 owners will need to
have to show identification and social security cards to have
listed on the account.
· Apply for a Business Loan/Personal Investments – A-Team
Consulting will have to determine if we will apply for a
business loan or deposit our own personal monies to invest in
our startup business.
· Business Plan – Some banks will require a business plan to
accompany your loan application. Showing projected sales
income and profit and loss and balance sheet.
7.2 Cost Structure, Annual Sales Forecast, and Break Even
Analysis
Suggested retail cost taken fromLaporte (2018), also, using
100% mark-up from $1250 (supplier cost) to $2500 cost to
consumer.
Break Even Analysis - Short Term (1yr)
Monthly Estimates
Quantity

Each
Total
Year Total
Sales Forecast
100
$2,500
$250,000
$3,000,000
Supplier Cost
100
($1,250)
$125,000
$1,500,000
Over-head Expenses
$250,000
($225)
($22,500)
($270,000)
Tax est. - if applicable
10%
($250)
($25,000)
($300,000)
Profits
1ea.
$775
$77,500
$930,000
Break-even cost
Break-Even Cost
1ea.
($1,725)

$1,725
n/a
7.3 Tax Implications
All tax requirements will be handled through ATC’s
accountants. The accountant will be responsible for
maintaining all applicable laws and regulations and
communication of them to the six store owners. All individual
store-owner’s tax’s will be the responsibility of each
storeowner. ATC is not liable for individual store-owner’s
liability of tax, either state nor federal.
Reference
Laporte, J. (2018). Topic: Bicycle Industry in the U.S.
Retrieved from https://www.statista.com/topics/1448/bicycle-
industry-in-the-us/
Coca-Cola Strategic Analysis Implementation

STR/581
Coca-Cola Strategic Analysis Implementation
1
Executive Summary
Largest Beverage Provider
Almost $2 Billion in sales
Presence in 200 countries
Mission, Vision, and Value Statements
Environmental Scan
Internal and External
SWOT Analysis
The Coca-Cola Company is an almost $2 Billion company that
is arguable the world’s largest beverage provider. With presence
in over 200 countries Coca-Cola has grown to become a
household name since its start in Atlanta, Georgia in 1886.
Coca-Cola’s mission “To refresh the world...To inspire
moments of optimism and happiness...To create value and make
a difference” is achieved in conjunction with its vision that is
surrounding six “Ps”. People, Portfolio, Partners, Planet, Profit,
and Productivity all working together to be a great place to
work, offer drinks consumers want while being conscious of the
world and Coca-Cola stakeholders.
In order to be a continually successful company, Coca-Cola

understands the need for environmental analysis to include
internal and external forces driving the business. Social factors
such as the fact that consumers are becoming more health
conscious and economic factors such as inflation, recession and
unemployment rate should be considered in the environmental
scan.
The industry environment should also be considered which
includes demographics, competitors, and consumer preferences.
Internal and external environments can be evaluated with the
help of a SWOT analysis.
The SWOT analysis for The Coca-Cola Company reveals that
the major strength of the firm is the brand name and the
recognizable aspects of it. A weakness as well as an opportunity
is the increased awareness of healthy options even with
beverages. Another opportunity is that of additional flavors. A
threat, as with all companies, is Coca-Cola’s competitors.
Keeping ahead of competitors in terms of technology, flavors,
and overall customer service will help alleviate the threat of
competing firms.
2
Executive Summary Continued
Generic, Grand, Global Strategies
Value Disciplines
Implementation Plan
Risk Management Plan
Generic, grand, and global strategies are recommended in
addition to value disciplines. Focus strategies of both cost
leadership and differentiation are recommended along with
market growth. Each of the three value disciplines of

operational excellence, product leadership, and customer
intimacy are recommended as there are benefits for each in
different areas of the Coca-Cola business. These strategies will
support the implementation plan that begins with building upon
the already successfully developed business structure of Coca-
Cola, and continuing a successful path for the growth of the
business.
The same strategies will be applied for organizational change
management. Both long term and short term goals will be
addressed and a risk management plan put in place. The risk
management plan will identify and prioritize risks that include
new government regulations and potential major changes to the
operations. The Coca-Cola Company will look at expanding its
product line globally creating a wider consumer market and
consider offering new products in other segments of the market.
Patent infringement and poor product performance will also be
addressed in the risk management plan.
3
Company Background
Coca-Cola Start
Dr. John S. Pemberton
1886
Atlanta, Georgia
Sold at Jacob’s Pharmacy
Coca-Cola Name
Frank M. Robinson
Advertising
In 1886, Dr. John S. Pemberton, a pharmacist from Atlanta,

Georgia created a flavored syrup and took it to his
neighborhood pharmacy where it was mixed with a carbonated
water. The beverage that came from this mixture was called
refreshing and delicious by those who tasted it. Dr. Pemberton’s
bookkeeper, Frank M. Robinson, suggested the name Coca-Cola
because the two letter “C”s would look well in advertising and
the Coca-Cola brand was born. Mr. Robinson was also the man
who penned the well-known Coca-Cola script still used today
(The Coca-Cola Company, 2012). Coca-Cola was sold for just
five cents per glass and averaged only nine servings per day.
4
Company Background Continued
1888
Portions of Company sold
Distribution beyond Atlanta
1894
Moved Beyond Soda Fountains
1899
Purchase of bottling rights
1977
Bottle trademarked
In 1888, Dr. Pemberton sold portions of his business with the
majority going to Asa Candler, an aTlanta businessman. Candler
began distributing Coca-Cola beyond Atlanta. Coca-Cola was
originally sold only in soda fountains and in in 1894, Joseph
Biedenharm installed a bottling company in the back of his soda
fountain making Coca-Cola “portable”. Fiver years later the
bottling rights were purchased from Candler by three

businessmen for just $1. It wasn’t until 1977 that the unique
Coca-Cola bottle was trademarked ("Coca-Cola
Journey", 2017).
5
Current Company Status
World’s largest beverage company
500 brands
3900 beverage choices
1.9 Billion servings daily
Over 200 countries
The Coca-Cola Company is now the world’s largest beverage
company with more than 500 brands and almost 3,900 beverage
choices. More than 1.9 billion servings of Coca-Cola’s
beverages are consumed in over 200 countries each day.
According to “Coca-Cola Journey” (2017), “each Coca-Cola
product undergoes nearly 450 different tests to ensure that the
ingredient and packaging quality meets Company standards
(About Us: Coca-Cola Beverages and Products).
6
Mission Statement
Our mission is:
To refresh the world in mind, body and spirit

To inspire moments of optimism and happiness through our
brands and actions
To create value and make a difference.
7
Vision Statement
People: Inspiring each other to be the best we can be by
providing a great place to work
Portfolio: Offering the world a portfolio of drinks brands that
anticipate and satisfy people's desires and needs
Partners: Nurturing a winning network of partners and building
mutual loyalty
Planet: Being a responsible global citizen that makes a
difference by helping to build and support sustainable
communities
Profit: Maximizing long-term return to shareholders, while
being mindful of our overall responsibilities
Productivity: Being a highly effective, lean and fast-moving
organization.
Coca-Cola’s mission and vision work in cohesion, they both
support each other. Both mission and vision addresses customer
market; “to inspire moments of optimism and happiness and in
its 4vision it’s to; bring the world a portfolio of quality
beverage brands that anticipate and satisfy peoples desires and
need” (coca -cola.com).

8
Value Statement
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
9
Environmental Scan
Monitoring of external and internal environments
Remote environment
Social factors
Economic factors
Industry environment
Demographics
Competitors
Consumers preference

One thing to look at when doing an environment scan is the
remote environment. Remote environment as described by
Business Dictionary (2016) is the “ecological, political, social,
and technical factors or forces that affect a firm’s decision-
making abilities and freedom, but are beyond its control or
influence.” One such social factor is the fact that consumers are
becoming more health conscious.
A second important aspect is the economic factor. Economic
factors such as inflation, recession and unemployment rate can
impact Coca Cola negatively or positively depending on how
low or high the numbers are.
10
Internal Environment
Firm’s Resources
Employees
Management
Corporate Culture
Vision
People, Portfolio, Partners, Planet, Profit, Productivity
Values
Leadership, Collaboration, Integrity, Accountability, Passion,
Diversity, Quality
The Coca-Cola Company’s internal environment includes the
firm’s resources such as employees, management, and corporate
culture including its vision and values. The company’s vision
which concentrates on people, portfolio, partners, planet, profit,
and productivity guides all aspects of the employees at The

Coca-Cola Company. The company’s values which include
leadership, collaboration, integrity, accountability, passion,
diversity, and quality will allow Coca-Cola to grow in the
future. Coca-Cola’s leadership value is based on the courage to
shape a better future and the company has recently changed
leadership with the intention of continuing down this path.
11
External Environment
Key insight into outside factors that influence a business’s
operations.
Organization needs to act/react to these changes to continue
flow of operations.
Information gathered can be utilized for enhanced operation
strategies.
External environment consists of two main types of
environments
Micro Environment
Macro Environment
Conducting an evaluation of The Coca-Cola Company's external
operating environment gives valuable insight into the outside
factors that can influence the organizations operations. The
organization itself will need to be able to adapt to these changes
in order to continue the flow of its operations. The information
and data collected can be utilized through additional analysis
and tools for enhancing operations strategies of the
organization. The external environment can be classified into
two types of environments: a micro environment and a macro
environment.
12

Micro and Macro Environment
Micro Environment: specific factors that affect the activities of
the organization and are directly closer to the operations.
Market structure
Consumers
Competition
suppliers
Macro Environment: general outside factors that affect the
organization; has no control over.
Global
Technological
Social culture
Economy
Government/ political
As mentioned in the previous slide, the external environment
can be classified into two types. the micro environment which
focuses on specific factors that affect the activities of The
Coca-Cola Company's operations and generally directly
influence the operating process. These factors include the
market structure, the consumers or customers who purchase
Coca-Cola products, the competition from other major
companies in the industry, and suppliers who provide the raw
materials.
The macro environment focuses on the general outside factors
that a can affect the organization and has no control over. These
can be global factors, technological advancement especially
with research and development, the social culture and attitudes
towards soda products, the economy of the country such as GDP
as well as the economical and political stability, and

government rules and regulation policies for consumer products.
13
S.W.O.T
Strengths
The brand
Global presence
Loyal customers
Weaknesses
Water management
Healthy options
Branching out
Coca-Cola brand posses the largest portfolio of product in the
beverages industry. By already having a strong brand Coca-Cola
is able to introduce a number of new product flavors like
Vanilla Coke and Limon Coke. Its unique product along with its
global population has allowed for the brand to be found in over
200 countries across the world and worth about 79.2 billion
dollars. It is important with having such a large brand that the
distribution network is where it needs to be to allow the cut of
cost along with the mass production needed to produce the
quality of product that the loyal consumers are used to. A part
of Coca-Cola’s weakness is its lack of healthy options. For a
company to produce so many different products and team with
so many other companies, it still lacks availability of a healthy
options for those looking to have a healthier lifestyle. Unlike its
competitor, Pepsi, Coca-Cola has yet to branch out beyond
beverages. Pepsi has teamed with Lays to increase their revenue
and Coca-Cola could do the same (Bhasin, 2017).

14
S.W.O.T
Opportunities
Expansion
Diversification
Developing nations
Threats
Competitors
Healthier Options
There are a number of opportunities available for the company.
To start, because of the points mentioned in the strengths Coca-
Cola has the opportunity to become more innovated with
products offered. This would included adding more favor
options and teaming with other company’s and brands to expand
on the different product types offered. There is also an
opportunity in introducing carbonated drinks to developing
countries especially those who may suffer from hotter summers
and may not be as familiar with the products (Bhasin,
2017). Some threats that the company can face is there are a
number of different direct and indirect competitors. There are
different beverage companies who are offering another
alternative to healthy drinking that can maybe one day become a
problem for Coca-Cola. Another threat is the lack of a healthy
options. Carbonated drinks are not the best option for a healthy
beverage and with Obesity at an all time high, people are being
to try to develop a healthier lifestyle and right now Coca-Cola
does not give them many options to do that.
15

Strategic Recommendation
Generic Strategy: Focus
Grand Strategy: Market Growth
Global Strategy
Value Disciplines:
Operational Excellence
Product Leadership
Customer Intimacy
After reviewing the strategic recommendations of each team
member, it is decided that a combination of the generic focus
strategy, the grand strategy market growth, global strategy, and
all three value disciplines operational excellence, product
leadership, and customer intimacy will be utilized.
16
Generic Strategy: Focus
Cost Strategy
Differentiation Strategy
The focus strategy incorporates both cost and differentiation
strategies cohesively to produce a focus strategy that can more
accurately strategize our market and achieve our business goals.
The focus strategy will allow Coca-Cola to provide products at
acceptable costs while remaining differentiated from the rest of
the beverage market.
17

Grand Strategy: Market Growth
The grand strategy market growth will add customers in
channels where Coca-Cola is already located. Coca-Cola will
need to focus on each factor to accommodate the niche of each
of its regions throughout the world to accomplish the market
growth goals.
18
Global Strategy
The global strategy is recommended simply because Coca-Cola
is a global company and there needs to be a strategy to
accommodate our current global markets. The strategy will be
beneficial to include new means of acquiring more countries
around the world for business with the goal of acquiring every
country in the world.
19
Implementation Plan: Objectives

The objectives of the strategic plan are to build upon the
already successfully developed business structure for Coca-
Cola, and continue a successful path for the growth of the
business. The strategic plan will allow Coca-Cola to create
goals and more value for the business and its brands.
20
Functional Tactics:
Separate each strategy recommended, develop them
Analyze cost and differentiation of current markets
Analyze current markets and regions for growth opportunities
Finding new global markets to move into
Coca-Cola will separate each strategy recommended and
develop upon them immediately. In the generic strategy Coca-
Cola will analyze cost and differentiation of their current
markets and provide feedback of the current conditions. In the
grand strategy Coca-Cola will analyze the current markets and
regions for necessary changes or innovations that may be
necessary for growth. The global strategy will focus on
supporting our current global markets while finding new global
markets to move into.
21

Action Items:
Investment in technology and more efficient logistics
Find lower priced ingredients for the manufacturing process
Action on current markets with advertising and innovation
The current action items for Coca-Cola are the investment in
technology and more efficient logistics to support the analysis
of costs for the focus strategy. Cost leadership will require
Coca-Cola to find lower priced ingredients for the
manufacturing process or purchasing the ingredients in larger
bulk for a lower price. The grand strategy will require
immediate action upon the current markets with advertising and
innovation for domination and growth.
22
Milestones & Deadlines
Monthly Progress Reports
Quarterly Review and Reevaluation
Milestones will include monthly progress reports for each
strategy, the successful execution of action items, and the
overall success of each strategic plan and its goals for the
company. The deadline for the strategic plan’s full
implementation will be 2 years after the start date. The strategic
plan will be reevaluated and adjusted each quarter as necessary.
23

Tasks & Task Ownership
Tasks will be given by the CEO to each of the team members as
necessary. Each team member will be placed on one of the
strategic plans exclusively with another member and expected to
work cohesively to carry out the plan. All team members will
collaborate each quarter and aid each other as necessary on all
plans.
24
Resource Allocation
Coca-Cola currently has multiple resources that will allow the
successful implementation of the strategic plan. All team
members are able to allocate resources as necessary to their
strategy. Each quarter the team will approve the initial plans of
resource allocation and be available for collaboration if
necessary to reevaluate.
25
Organizational Change Management Strategies
Utilizing a combination of strategies to enhance organization
change management.
Generic Strategy.
Cost Leadership strategy.
Value Discipline.
Operational Excellence.

The organizational change management strategies to be applied
for The Coca-Cola company are a combination of generic,
grand, and international strategies as well as value disciplines.
Generic strategies in the cost leadership strategy will provide
The Coca-Cola company with product positioning through
strategic pricing methods as compared to key competitors in the
industry by reducing production costs as well as producing
products on a large scale to minimize operating costs. Value
discipline in operational excellence focuses on cost, efficiency,
and product volume will tie into the cost leadership strategy by
streamlining the process and standardization of products for
overall cost reduction.
26
Organizational Change Management Strategies
Grand Strategy.
Growth strategies.
Expansion of operations and product development.
Horizontal integration by acquisition growth.
International Strategy.
Globalization.
Company reinvestment.
Grand strategies are aimed in achieving the long term goals and
objectives of The Coca-Cola Company and will focus on
growth. Growth strategies can be applied that focus on
expansion of operations, product development by modifying
existing products that can be remarketed to consumers as well
as introducing new products to consumers to earn premium

margins for new products and horizontal integration by
acquisition growth of similar companies. . The International
strategy will be focused on globalization. Since The Coca-Cola
Company has already established recognizable logos and
trademarks as well as the foundation of the company operating
in soda production, The Coca-Cola Company can maximize on
efficiency along with continued investment in the company as a
global strategy.
27
Identify and address risks to carry out implementation plan.
Identify and prioritize risks and establish measurement for
minimizing risks.
A continuous process to monitor risks.
Identifying and addressing risks are necessary in being able to
carry out the implementation plan. There are different risks that
that are presented that must be addressed early on to minimize
its impact and any complications that can arise further along the
process and the risk management plan should be considered a
continuous process in monitoring identified risks and external
factors that can also impact the company negatively.
28

New regulations posed by government bodies that restrict
marketing and production or require additional regulations for
soda production.
Food and Drug Administration, European Food Safety Authority
etc.
Adaptable to major changes to meet compliance.
Economic Downturn.
Pose a threat to operations and sales of company.
Procedures set in place for economic shifts.
Reducing resources, reroute product volume, reevaluate budget
criteria.
Some of the risks identified are new regulations by government
bodies that restrict marketing and production or require
additional regulations for soda production. Government body
regulations such as through the Food and Drug Administration
and European Food Safety Authority may introduce new laws or
amend acts that can impact the company and major changes will
require adaption in order to be in compliance with the law.
Economic downturns can also pose a threat to the operations
and sales of The Coca-Cola Company. Certain procedures will
need to be set in place when these economic shifts take place to
sustain its business. these procedures can include reducing
resources or raw materials, rerouting product volume and
reevaluating budget criteria needs.
29
Oversaturation of local market.
Numerous competitors offering the same product.
Consider offering new products in other segments of the market.

Look into countries with wider consumer market.
Patent infringement concerns.
Branding awareness concerns.
New or enhanced product ideas.
Poor product performance.
Product image and taste
Understanding consumer responsiveness to soda products.
Oversaturation of the local market is another risk when there
are numerous competitors offering the same product. The Coca-
Cola Company will need o consider offering new products in
other segments of the market, capitalizing on brand awareness
and consider operating and increasing sales in countries that
have a wider consumer market. Patent infringement concerns
are another risk in terms of new or enhanced product ideas that
may have been patented by others as well as branding concerns.
Poor product performance is the last identified risk which can
be influenced through product image and tastes to consumers. It
is necessary to understand consumer responsiveness to soda
products which can vary from country to country and ad in
determining well a product will perform on the market.
30
Conclusion
Understanding internal and external factors
SWOT Analysis
Strategic Recommendation
Implementation Plan
In conclusion, Coca-Cola is a company that has been around for

a long time. Its mission, vision and value statement gives its
consumers an understanding of where and what they stand for as
a company. Assessing the company’s internal and external
environment helps to provide major insight on information
needed to help further the company’s operations. This
information can also help the company make the necessary
changes to help improve on sales and company/ customer
relationship. An evaluation on the company’s current
competitive position showed different opportunities available to
further the company’s competitive advantage as well as to
maintain it. Conducting a SWOT analysis gives the company a
focal point on different areas to help increase productivity.
Strategic recommendations can help Coca-Cola evaluate what is
working and what is not and implement any changes
accordingly. Coca-Cola’s implementation plans will allow all
employees to be on the same page as well as give employees a
clear understand of their role within the company. The
implementation plans must be realistic, achievable and
measurable and a risk management plan should be in place in
case anything from the plan needs to be changed or removed.
31
References
Bhasin, H.SWOT of Coca Cola. (2017). Retrieved from
http://www.marketing91.com/swot-coca-cola/
Coca-Cola Company. (2016). Retrieved from http://www.coca-
colacompany.com/our-company/leadership
Coca-Cola Company. (2017). Mission, Vison and
Value. Retrieved from http://www.coca-colacompany.com/our-
company/mission-vision-values
The Coca-Cola Company. (2016). Coca-Cola Journey. Retrieved
from http://www.coca-colacompany.com/press-center/press-
releases/the-coca-cola-company-announces-senior-leadership-
succession-plan

32
Executive Summary
The Coca-Cola Company is an almost $2 Billion company that
is arguable the world’s largest beverage provider. With presence
in over 200 countries Coca-Cola has grown to become a
household name since its start in Atlanta, Georgia in 1886.
Coca-Cola’s mission “To refresh the world...To inspire
moments of optimism and happiness...To create value and make
a difference” is achieved in conjunction with its vision that is
surrounding six “Ps”. People, Portfolio, Partners, Planet, Profit,
and Productivity all working together to be a great place to
work, offer drinks consumers want while being conscious of the
world and Coca-Cola stakeholders.
In order to be a continually successful company, Coca-Cola
understands the need for environmental analysis to include
internal and external forces driving the business. Social factors
such as the fact that consumers are becoming more health
conscious and economic factors such as inflation, recession and
unemployment rate should be considered in the environmental
scan.
The industry environment should also be considered which
includes demographics, competitors, and consumer preferences.
Internal and external environments can be evaluated with the
help of a SWOT analysis.
The SWOT analysis for The Coca-Cola Company reveals that
the major strength of the firm is the brand name and the
recognizable aspects of it. A weakness as well as an opportunity
is the increased awareness of healthy options even with
beverages. Another opportunity is that of additional flavors. A
threat, as with all companies, is Coca-Cola’s competitors.
Keeping ahead of competitors in terms of technology, flavors,
and overall customer service will help alleviate the threat of

competing firms.
Generic, grand, and global strategies are recommended in
addition to value disciplines. Focus strategies of both cost
leadership and differentiation are recommended along with
market growth. Each of the three value disciplines of
operational excellence, product leadership, and customer
intimacy are recommended as there are benefits for each in
different areas of the Coca-Cola business. These strategies will
support the implementation plan that begins with building upon
the already successfully developed business structure of Coca-
Cola, and continuing a successful path for the growth of the
business.
The same strategies will be applied for organizational change
management. Both long term and short term goals will be
addressed and a risk management plan put in place. The risk
management plan will identify and prioritize risks that include
new government regulations and potential major changes to the
operations. The Coca-Cola Company will look at expanding its
product line globally creating a wider consumer market and
consider offering new products in other segments of the market.
Patent infringement and poor product performance will also be
addressed in the risk management plan.
Running Head: PRODUCT DESCRIPTION AND MARKET
COMMUNICATIONS STRATEGY
PRODUCT DESCRIPTION AND MARKET
COMMUNICATIONS STRATEGY 11
Product Description & Market Communications Strategy
A Team Consulting (ATC)
Glynda Carmicheal, Frank LaPrade, Demetreaus Moore,

Shannon Oberlin, Tracy Reynolds
MT 490-01 Bachelors Internship in Management
Submitted by: Frank LaPrade
Professor Blake Escudier
Purdue Global University
4.0 ATC’s EleCycle Product Description
The A-TEAM EleCycle (ATC) is a great product. It gives easy
and quick access from point A to B with minimum physical
effort. Also, the Carbon Fiber Mountain Electric Bike is an
excellent, light, hard, quality product, with 100% Toray Carbon
Fiber Aviation graded frame, and is comfortable. It has a Power
Assisted System, Torque Sensor, Assist Sensor, and “read real-
time stampede strength” from the pedals, and assists the cycling
smoother. The ATC has a high performance Panasonic Lithium
Battery which supports a distance of approximately 230 Km.
(ELECYCLE GS Carbon fiber electric bike., 2018).
4.0.1 EleCycle Product Specifications (ELECYCLE GS Carbon
fiber electric bike., 2018).
· Weight 18 Kg, 1.5 times rigid strength.
· High quality motor – 36 V 250 W – Support Max Speed 40
Km/h (24.8 mph).

· Shimano Hydraulic Disc Brake – Shimano M446 Hydraulic
Disc Brake with Servo Wave.
· Disc Brake System –Easy maintenance.
· Shimano Transmission System with 27 Gears.
· High temperature protection, Battery PTC protection, Short
circuit protection – Charging over-voltage protection with
charging over-current protection – Anti-reserve Charging.
· Discharging over-current protection – Battery under-voltage.
4.0.2 ATC’s EleCycle GS Carbon fiber electric bike –
(ELECYCLE GS Carbon fiber electric bike., 2018).
4.0.3 EleCycle Power assisted system, Handlebar and Front
LCD Display
(Picture and specs by: ELECYCLE GS Carbon fiber electric
bike., 2018).
4.0.4 Panasonic Lithium Battery & Protections & Size
Specifications
(Picture and specs by: ELECYCLE GS Carbon fiber electric
bike., 2018).
4.0.4 ATC’s EleCycle Specifications – cont.
ELECTRIC SYSTEM
(Specifications from: ELECYCLE GS Carbon fiber electric
bike., 2018).
Motor
Rear 250w /350w brushless PMDC,XOFO / BAFANG brand
Battery
36V 8.7Ah Panasonic 2900P / Charging Time 2.5H-3.5H
Controller
Intelligent Charger
Charger
110-240V, 50-60Hz, US/EU Plug
Speed Sensor

Speed Sensor, Assist Level 0-9 or 1-9
Display
Multifunction, LCD Display
Throttle
/
TRANSMISSION SYSTEM
(Specifications from: ELECYCLE GS Carbon fiber electric
bike., 2018).
Brake
Disc Brake, SHIMANO L/R M446
Shifter
SHIMANO Altus M370/ 4000
Derailleur
SHIMANO Altus M370/4000
Crank
Aluminum Alloy
Chain
KMC X10
Freewheel
9 Gears
FRAME SYSTEM & OTHERS
Frame
Carbon Fiber
Handlebar
Carbon Fiber
Stem
Carbon Fiber Outside + Aluminum Inside
Seat Post
Carbon Fiber
Front Fork
Air Suspension Fork
Wheel Rim
DA 17:27.5*36h Aluminum Alloy Double Rim

Tire
HUTCHINSON 27.5” * 2.0”
Seat
Specialized Cushion
WHOLE BIKE
Net Weight
18Kg
Load
120Kg
Size
27.5” / 1690 * 600 * 990MM
Range
150Km/ 93Mi
Gradeability
15⁰
4.1 Manufacturer Source Profile
A-Team Consulting (ATC) EleCycle supplier is: CQ Group
International Limited, which is a global business type
manufacturer, trading company.
4.1.1 Global Description
· Location: China (Mainland)
· Main Products: Electric Bicycle, Electric Bike, E-bike.
· Total Annual Revenue: US $1 Million-2.5 Million established
in 2014.
· Global markets: Western Europe 30% -- North America 15% --
South America 10%.
· Descriptions taken from (CQ GROUP INTERNATIONAL
LIMITED., 2018).
4.1.1.1 They are a professional and experienced sales team
mainly engaged in export trade, and specializing in various
products such as: electric bicycles, electric scooter, electric

bike kits, electric golf carts, electric sanitation trucks, electric
road sweepers, vinyl floor & more (CQ GROUP
INTERNATIONAL LIMITED., 2018).
4.1.1.2 Today, their products have been successfully exported to
Italy, UK, Germany, Slovenia, USA, Australia, Canada, South
Africa, Southern Asia. The manufacturer always assures
excellent quality, high efficient OEM capabilities and on time
production (CQ GROUP INTERNATIONAL LIMITED., 2018).
4.1.1.3 Buyer Interaction: Response rate (last 30 days) 98.4%
of buyers who contacted this supplier received a response
within 24 hours. Average response time (7days). supplier
average response time of received inquiries is within 12 hours
(CQ GROUP INTERNATIONAL LIMITED., 2018).
4.1.1.4 Quotation performance (last 30 days) the supplier has
sent 22 quotes to buyers in last 30 days. Overall Rating: 4.8 to
5 buyers are very satisfied with manufacture’s service. On-time
shipment, product quality buyers are satisfied (CQ GROUP
INTERNATIONAL LIMITED., 2018).
4.2 Cost Analysis for Drop Shipment
Increasing the company sales means to manage business
expenses, this part of the action is the key to greater profits. It
is good idea to evaluate company’s expenses for delivering
product and benefits as well. The lowest shipping cost might
not be the best option; it might cost the company more in the
long run.
4.2.1 Shipping
In order to get the product from point A to point B, we must
consider speed delivery, damage, tracking ability and easy
return. These steps will affect company’s bottom line and
customer service.

4.2.2 Hard Cost
To analyze shipping cost we need to determine the bottom line
cost to ship products, know the price of services of shippers
such as: FedEx, UPS, DHL, and the Postal Service. Cost of
shipments from point A to point B includes the transportation
cost, insurance, pick-up, preparation, over-sized package fees,
and any miscellaneous cost. If company uses their own delivery
trucks, calculate the driver, router, and loader pay and benefits,
truck payments, maintenance, gas, tires, and insurance (Ashe-
Edmunds, 2017).
4.2.3Benefits
To get the products physically delivered, it is important to
calculate the overall shipping cost. Late deliveries can reduce
company’s sales or jeopardize customers and vendors
relationship. Low price, slow delivery option might end up
costing the company more than it save over the long term
(Ashe-Edmunds, 2017).
4.2.4Service
There are different shippers, some give the real-time tracking,
while others give estimated times of arrival. There is a question
about delivery, if it requires to take product to their center
factor in your time, staff and mileage expenses should be added
to the cost (Ashe-Edmunds, 2017).
4.2.5Cash Flow
Quicker delivery results, quicker sales and vendor payments,
this is a factor that should be consider into the shipping cost
analysis. The sooner the company gets cash the better it will be
to reduce interest payments on credit card. Getting cash in
quicker might also help the company order more products, and

increase sales, (Ashe-Edmunds, 2017).
5.0 Strategy Overview
With or target market in place, we will evaluate possible
positioning strategies for our store. Here is where we will have
to use the 4 P’s of marketing as our first strategy. They stand
for, promotion, price, place, and product. We have our product,
the A-Team EleCycle. the place is where the store location will
be. The price, we have as well, now what we will do next is a
promotion of sorts to draw attention to our store location, via
several forms. A-Team consulting feels that the market is
changing with the times, and what initially looked like a 30-
year-old target market for or A-Team EleCycle is trending in
the age group 50’s and older. This gives A-Team Consulting the
opportunity to focus marketing efforts toward a demographic
with an eye for leisure, sustainability, and health. Comment by
Frank Laprade: a Comment by Frank Laprade: Comment by
Frank Laprade: 50's Comment by Frank Laprade: Comment by
Frank Laprade: eliminate this
With more time available due to retirement and vacation
opportunities, there is more time for leisure. A-Team EleCycle
is focusing on taking advantage of this market by providing this
demographic an option of leisure, sustainability, and health. The
A-Team EleCycle allows the user less effort through its electric
option. The smooth riding, sustainability with lower
maintenance costs, without emissions, and the ability to pack
and go for a cardio work-out. The feel of throttle power
“without a throttle,” a light-weight foldable frame, and no
storage tank makes this product environmentally eco-friendly.
Comment by Frank Laprade: work-out Comment by
Frank Laprade: Comment by Frank Laprade: virtually
Comment by Frank Laprade: and Marketing
communication and social media tools. Comment by Frank
Laprade:
5.0.1 The 4 P’s Strategy
Strategies around price, product, promotion, and place will be

established to better emphasize what it is A-Team Consulting
stands for and how processes will be implemented to ensure the
target market is reached. The initial focus is on product
positioning and differentiation. 5.1 Positioning
Now that we have determined who our target market is, let’s
evaluate possible positioning for A-Team Consulting.
Successful positioning requires key words and phrases. The
Internet is a continuous data collection machine. To optimize
store positioning, A-Team Consulting will use search engine
optimization by positioning with high-traffic, highly related
keywords and phrases (Ingram, 2017). Keywords such as
leisure, recreation, healthy alternative, activity, retirement,
environment, and value are important in attracting the market of
50 years and older. The product is sleek, the price is
competitive, and the initial website will be tailored to attract
the demographic who “controls 70% of America’s disposable
income and who are becoming far more web savvy than most
people believed” (Shaoolian, 2017). In positioning, it is very
important to identify with the market and find other ways to
connect. Focusing on this demographic places emphasis on
understanding and offering a product that is different and
relevant to needs. A good positioning strategy elevates the
marketing efforts and helps a buyer move from knowledge of a
product or service to its purchase. (Lauren, 2018)
5.2 Differentiation
In order to make our product different from others, we need to
connect emotionally with the intended audience. Focusing on
three main objectives.
First, is to provide visualization into what makes A-Team
Consulting unique. Establishing a set of core values determined
to be our foundation. What makes our product stand out from all
the rest is ATC EleCycle is environmentally friendly and
focuses on sustainability through environmental integrity. The
A-Team EleCycle offers a 36V 8.7 ah Panasonic 2900P battery

with a 2.5 to 3.5-hour charge (ELECYCLE GS Carbon fiber
electric bike, 2018). Comment by Tracy Reynolds: cite
should be (Ele-Cycle, 2015)
Second, is how A-Team Consulting focuses on customer service
and relationship building strategies by offering a live chat
solution to enable assistance to customers while navigating our
site. This will provide the target market with a more face-to-
face interaction for the sales channel. The A-Team EleCycle is a
flexible, innovative product that requires a connection be made
with the consumer. Providing a full product description,
illustrating focus on environmental integrity and relaxation, and
creating the best user-friendly customer service options will
differentiate A-Team Consulting from the competition.
Comment by Frank Laprade: why this Comment by
Frank Laprade: site Comment by Frank Laprade: C
Third, inventive innovation of our brand by providing additional
items to our product line. Accessories that will make your ATC
EleCycle look like new. There will always be focus on
continued growth through customer feedback and managing
current social trends but continuing to maintain product
integrity to retain customer loyalty. 5.3 Marketing
Communication Tools and Social Media
To position and differentiate A-Team Consulting, marketing
communication tools and Social Media options will be utilized.
Automation is the platform for the drop-shipping businesses.
Set-up for communication and advertising does not need to
weaken the cash flow. Google offers many tools for easy data
tracking and advertising. As discussed in the positioning
strategy, the utilization of a search engine optimization is
important for directing a target market to the site. Google
AdWords Key Planner is a marketing communication tool that
will allow A-Team Consulting the ability to identify key words
and phrases that the target-market is currently using (Ingram,
2017). Another inexpensive marketing communication tool can
be purchased through HubSpot. This software is a customer
service haven. The tools provided allow for marketing

communication and management across the board on overall
communication tactics and increasing consumer traffic by its
leading feature to create campaign landing pages (HubSpot,
2018). Comment by Tracy Reynolds: full reference :
Technical. (2015). Retrieved from
https://www.electricbike.com/category/technical/
5.3.1 Social Media Tools
Social media has also become an inexpensive way to reach
consumers and communicate activities, promotions, and
customer interaction. Understanding what social media avenue
to take means understanding the target market. While the
activity of online searching is improving among seniors so has
adopting social media. According to Pew Research Center’s
Social Media Update for 2014, more than half of senior adults
use Face Book (Shaoolian, 2017). Although, there is a slight
cost to advertising on Facebook. The site allows for a small
business to choose the audience of interest and increase overall
site traffic. Creating a user friendly profile will allow A-Team
Consulting the ability to share customer testimonials and videos
highlighting the unique attributes of such an amazing product.
Social media sites allow and provide a free platform for
communication plus customer feedback that can be tracked and
analyzed for continued growth. Comment by Tracy
Reynolds: 4PS OF MARKETING. (2017, November). Retrieved
from https://www.4psofmarketing.com/
for the cite above Ingram

References
Ashe-Edmunds, S. (2017). Shipping cost analysis. Retrieved
from http://smallbusiness.chron.com/shipping-cost-analysis-
76138.html
CQ GROUP INTERNATIONAL LIMITED. (2018). Retrieved
from
https://www.facebook.com/pg/elecycle/about/?ref=page_internal
ELECYCLE GS Carbon fiber electric bike. (2018). Retrieved
from http://www.ele-cycle.com/product/ELECYCLE-GS-
Carbon-fiber-electric-bike.html
Ingram, D. (2017). How to advertise a business for free on the
internet.
Retrieved from http://smallbusiness.chron.com/advertise-
business-internet-3464.html
Lauren, Lynn. (2018). What is positioning in a marketing plan?
Retrieved from http://smallbusiness.chron.com/positioning-
marketing-plan-22983.html
Professional manufacturer of electric bicycle, electric scooter
and bike kits. (2018). Retrieved from http://www.ele-cycle.com/
Shaoolian, G. (2017). How to find and reach your "older" target
audience online.
Retrieved from
https://www.bluefountainmedia.com/blog/reach-older-audience-
online/
4PS OF MARKETING. (2017). Retrieved from
https://www.4psofmarketing.com/
Minimum Expectation for the 490Retail.com Product Plan

Unit 3 & 4 – Due for Assignment 3 of Unit 4
2.0 Situation Analysis (Online Retailing Market)
· Analyze the market of online retailing and various strategies
used by different companies. Provide examples and evaluation
of different online stores considering their delivery strategy and
communications with consumers.
· Differentiate how drop shipment strategy differs from other
organizational delivery structures. Describe how this strategy
differ from non-online retailing?
What is Online Retailing
What various strategies are used in online retailing?
What are some of the largest online retailers, how do they
operate?
How does the team product and strategy fit within online
retailing for the future?
3.0 Market Analysis (SWOT) (This is for the Product Market)
(See Sample Marketing Plans)
· Analysis of the Product Market through completion of a
SWOT analysis.
· Using inductive reasoning, provide evidence that explains the
background and contemporary tactics used to develop each
element of the SWOT.
Complete a SWOT analysis for the product and market approach
strategy.
Provide a minimum of 3 statements for each SWOT category.
Each statement must be relative to the product and the market
approach strategy. Assumption for store owners is minimal
financial resources.

4.0 Product Description
· Students will analyze the supplier market and decide on a
specific supplier. The teams will negotiate an agreement with
the supplier for drop shipment throughout the United States per
orders received.
· Teams will evaluate additional product options available to
offer consumers. These might be: Individual Branding on
Packaging, Inserts with shipments, specific information on
packaging materials. The teams will negotiate fixed pricing for
all items.
4.1 Manufacturer Source Profile
4.2 Cost Analysis for Drop Shipment and other services
offered
5.0 Marketing Communications Strategy Overview
· Evaluate possible Positioning Strategies for Store. These
differentiation strategies will help store owner determine how
best to design their websites based on the product offering and
positioning.
· Evaluation and suggestion for the most effective
communication channels, based on suggested positioning
strategies for store owners to communicate with potential
consumers
5.1 Positioning for Store
5.2 Differentiation ideas for Store Owners
5.3 Marketing Communication Tools
5.3 Social Media Marketing Options
6.0 Operational Management Plans Overview
· For the Operational Management planning, your team must
analyze the task functions of personnel required by the store.
Are these employed or contracted?

· For the Operational Management planning, your team must
analyze the technology required to effectively operate as a
490Retail.com store owner.
· Evaluate and suggest additional technology applications
“Store Owners” should consider for their store operations.
(Mobile, Accounting, Etc?)
· Design the Fulfillment Channel, include listing the reports
determined in last deliverable. This would be discussed and
designed in a Graphic view.
· Analyze potential issues that might occur within the
fulfillment channel.
· Analyze and chart the various communications within the
distribution channel, and provide how these communications
will be taking place. (What reports are needed and for whom?)
6.1 Technology Requirements for Stores
6.2 Website Design Requirements
6.3 Fulfillment Operations
6.4 Operational Storyboard/Chart
7.0 Financial Planning Overview
· Evaluate the cost structure for the entire store operations,
providing an annual sales forecast and break even analysis.
· Prepare analysis of suggested cost requirements for Store
Owners beyond the operation of the store (accounting, legal,
etc)
· Evaluate Tax implications for offering this online store and
specific product.
· Evaluate Tax implications to provide recommendations for
Store Owner.
7.1 Financial Requirements for Store Owners
7.2 Sample Sales Forecast & Break Even Analysis for
Product Operations
7.3 Tax Management requirements for Store Owners

8.0 Legal Considerations Overview
· Evaluate and present the legal issues related to the operational
strategy.
· Analyze potential for Global operations of the product and
distributions.
· Evaluate and create all agreements necessary for legal
operations between all entities, Supplier with Store Owners and
with Product Consumers.
· Evaluate how Economic changes might affect operations and
provide contingencies.
8.1 Required Legal Contracts with Manufacturer
8.2 Required Legal Contracts with Store Owners
8.2.1 Global Restrictions
8.3 Economic Environment Contingencies
1.0 Executive Summary (Goes in as the first item of the plan -
after entire plan completed)
· Review all prior deliverables and write the Executive
Summary and product a final Completed Plan including all edits
for faculty feedback during the course.
· Presentation to 490Retail.com Management: Maximum 10
minute Persuasion audio power point presentation for the yes/no
decision to incorporate the product store.

Running Head ATC’S 6.0 & 7.02Running Head ATC’S 6.0 & 7..docx

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