Sweeteners Investigation

This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: “the introduction of the new Coke”.

- 1. How should Vermijs expect NutraSweet to respond to the Holland Sweetener Company’s entry into the European and Canadian aspartame markets?

The use of artificial sweeteners in beverages and food has been on a steady rise since 1969, the year it was authorized in the United States of America. The popularity of artificial sweeteners has been on a rise because of the benefit that it is a zero calorie sweetener .Even though artificial sweeteners have some great benefits many scientists believe that it causes adverse effects such as cancer, weight gain and depression. I strongly believe that consumers are not aware of the side effects of artificial sweeteners hence the increase in consumption since 1969.

Such things as market leadership, joint ventures, managerial expertise, inventive business solutions, and flexible organizational structure have giving Coca Cola a competitive advantage (Coca-Cola FEMSA, 2010). Coca Cola also provide managerial expertise training programs to improve their abilities, The inquiries for both companies on sugar content in the products have increased. Also there are negative doubts about their recipe of sugar content effecting weight control, pop culture, and society. Over the course of the years Coca Cola have adjusted their recipe because they are using crafty marketing and distributing smaller

1. How should Vermijs expect NutraSweet to respond in the Holland Sweetener Company’s entry into the European and Canadian aspartame markets?

Looking to sweeten things up on your paleo diet? It’s easier than you would think! The options of paleo sweeteners are surprisingly vast considering you are on a sugar free path. The hardest part of cutting refined sugars from your life for good will most likely be making everything from scratch! Chances are if it is pre-packaged, it is heavily processed and chocked full of refined sugars. Once you have cut out processed and refined sugars from your life, you would be amazed to see how many everyday foods you can find natural sweetness in.

Sugar currently is the leading cause of obesity in both adults and children. How did sugar become such a necessity that people are damaging themselves just because they want something sweet? Sugar is also the cheapest calorie a person can buy; sugary food has become the cheapest food item in many stores, but it wasn't always this way. Sugar was once a costly foreign import, yet when Europeans developed a taste and preference for sugar, there was no stopping Europes need to have sugar. In “Sweetness and Power,” the author, Sidney W. Mintz discusses how sugar was first introduced in Europe and its evolution from a luxury to an everyday necessity.

In 1982 Equal was one of the first aspartame sweeteners to be displayed for sale to the public. It is and artificial sweetener which people use in there (tea, coffee, pop, cereal, cakes, cookies, gum and candy). Equal contains the following ingredients (dextrose, maltodextrin, aspartame and acesulfame potassium). Equal also known as Egal was discovered by Dr. James Schlatter who was a scientist for G.D. Searle and Company and ran testing on the aspartame sweetener product and by 1981 Equal was approved by the US Food and Drug Administration. Equal chemical make-up aspartame is 200 times sweeter than regular sugar and is sold not just as known name Equal but also under the brand name NutraSweet.

NutraSweet, Equal, Spoonful, and Equal-Measure are all brand names for aspartame, a low calorie sugar substitute used in more than 90 countries to sweeten foods and beverages. Aspartame is a synthetic chemical that is created through the combination of the amino acids phenylalanine and aspartic acid, and a small amount of methanol. Aspartame can be found in several products, such as soft drinks, over-the counter drugs, vitamin and herb supplements, instant breakfasts, candy, breath mints, cereals, sugar-free chewing gum, coffee, juice, and tea beverages, tabletop sweeteners, and gelatin desserts. This product may have seemed like a dream come true when it was first invented in 1981

In the passage “Extract that sweet tooth”, it is stating that the government has put a limit on how much sugar goes into foods. The government believes that sugar should only make up 10% of your daily calories. Although, they are doing this based on a 2000 calorie diet which means that other individuals may have to have a higher or lower amount of sugar based on their diet or food restrictions. If you are on a 2000 calorie diet, you need about fifty grams of sugar to make up that 10%. In this article, it states that if you drink more than one can of full sugar soda it maxes out the limit. However, the American Heart Association suggests about half that limit. The article says that if you have a diet with a lot of sugar it increases

The debate between naturally derived sugars and low-calorie artificial sweeteners has been going on for years now. As our population’s obesity rate grows every year and health concerns related to weight-control grows along with it, natural sugar is scrutinized and we are told to keep away from it as it is our enemy. Over the last couple of decades, we have been introduced to more and more varieties of artificial sweeteners promising to deliver the same sweetness or even more sweetness than natural sugar (some offer as much as 200 times more sweetness than sugar) but with a much lower calorie content, or some even no calories at all. Artificial sweeteners such as Splenda, Sweet n’ Low, NutraSweet, and Equal have become popular as “better alternatives” to table sugar, promising to help battle weight gain and actually assist in losing weight. However, does this make it the healthier option? As with all things, both natural sugar and artificial sugar have their pros and cons, but in order to find the best option in regards to our health and futures, it’s important to weigh them according to scientific findings and research.

The Holland Sweetener Company (HSC) is planning to enter the low-calorie, high-intensity sweetener market which is currently dominated by NutraSweet. Below we first analyze our target industry. Next we look at what kind of response should HSC expect from NutraSweet upon its entry into this market. We will also analyze few likely scenarios that could play out and we will try to estimate the likelihood of each scenario. Based on our analysis, we will give a recommendation for HSC to plan their entry into this market.

Coca Cola’s first main weakness is that it is highly susceptible to any kind of negative publicity. Every kind of negative publicity can hurt the brand badly. Some years ago after traces of pesticides were found in the products of Coca Cola, it had hurt the brand really hard. Sales had dipped in various corners of the world apart from the criticism that flowed. Any such thing can hurt the popularity and sales of coca cola. However, Coca cola can overcome this weakness by being more transparent regarding the ingredients it uses in the production of its brands.

Coca-Cola has many intermediaries. It has signed up as the select soda supplier for few fast-food chains (e.g. McDonald's, Wendy’s and Subway), permitting the organization to get all the advertising support. Work with associates –> examines to know which Coke brands are favoured in which zone.

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.