Challenges in the Global Business Environment Assignment - 2

Challenges in the Global Business Environment - Assignment Example In few countries, for example in United States the unethical practice is offering bribery to officials and this is considered as highly unacceptable (Bruner et al, 2003). This paper will focus on the challenges faced by the Coca-Cola Company and how the company has eliminated it by using the code of ethical conduct and appropriate strategies. The US beverage business is a multifaceted and global combination of various businesses which supply a large amount of energy drinks that is consumed by world population. It includes local, regional and international regulations for the production and sale of soft drinks and other energy drinks, including their quality and safety, advertising and marketing, and business lobbying activities. The US beverage business comprises of soft drinks, sport drinks, juice drinks and energy drinks. The target group is young adults, teenagers and people between the ages of 18-34 years. The company chosen is Coca-Cola which was formed by Dr. John Stith Pemberton and today it is considered as the number one beverage corporation in the entire world. It is the most renowned brand in the world with almost 500 brands and above than 1.6 billion (bn) products are sold to consumers each day in further than 190 countries. It offers variety of nonalcoholic beverages such as light and diet soft drinks, juice drinks, waters, coffees, teas, and sports and energy drinks. To maintain sustainable growth, it was the first company in the US to go global (Lussier, 2011). Other than diet coke and coca-cola, it also sells other commercial brands such as Minute Maid, Dasani water and PowerAde (Ferrell et al, 2009). The key issues which are critical for success of the Coca-Cola Company are: to capture the sustainable expansion with exact focus on rising global markets in country such as Russia, India, Brazil, and China; to execute innovation enabled approaches; and creating