Coca-Cola has been one of the popular drinks around the World but, during the last 20 years, its popularity has declined among several groups of consumers. Among the main reasons for the decline of popularity, there reasons are associated to the increase of health diseases such as obesity, diabetes and other weight related problems has led to questioning the ingredients in the product. For instance, more than 30 percent of the adults are obese in US. The high sugar content in the product has been the main reason behind this health issues. Governments around the world are considering extra-taxations and prohibition to foster the reduction high sugar contents in this type of products. As stated previously, people have started to change their attitude towards the product and have given more importance to healthier lifestyles. This change from the consumer has affected the sales of Coca-Cola company and its reputation.

Based on the previous inputs and your knowledge of the case, could you please identify how Coca-cola is redefining its sales strategy based on acquisitions of external brands and product innovation?

subject : sales and purchasing management