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PART A: INDUSTRY ANALYSIS 2 1.0 COMPANY ANALYSIS COCA COLA AMATIL (CCL) 4 PART B: ISSUES ANALYSIS 5 2.0 KANTER'S 'NEW WISDOM' THEORY 5 2.1 CORE COMPETENCE 5 2.2 TIME COMPRESSION 6 2.3 CONTINUOUS IMPROVEMENT 6 2.4 RELATIONSHIPS 8 3.0 DAY & WENSLEY'S THEORY 8 3.1 COCA COLA KEY SUCCESS FACTORS 9 4.0 COCA COLA'S FUTURE SOURCES OF COMPETITIVE ADVANTAGE 16 4.1 BRAND BUILDING 16 4.1.1 Brand Building & Porter's Five Forces 17 4.1.2 Brand Building & Day & Wensley's Theory 19 4.2 RELATIONSHIP MARKETING 19 4.2.1 Relationship Marketing & Kanter's New Wisdom Theory 20 4.2.2 Relationship Marketing & Porter's Five Forces 20 4.3 INNOVATION 22 4.3.1 Innovation & Kotler's Theory 24 4.3.2 Innovation & Hamel & Prahalad 24 4.4 TECHNOLOGY 24 4.4.1 Technology & Kotler's Theory 25 4.4.2 Technology & Kanter's Theory 25 5.0 REFERENCE LIST 26 Part A: INDUSTRY ANALYSIS Coca Cola operates in the Australian Non-Alcoholic Beverages Industry, which consists of carbonated, non-carbonates beverages and juices. 1. Industry Characteristics & Performance 1.1 Market Size - Total turnover was $3.054 million 1.2 Growth - Slowing, since 2000 has decreased by 3%. 1.3 Industry Life Cycle - Mature, due to saturation by soft drink brands 1.4 Geographic Spread - 80% of establishments...

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