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Running head: ENVIRONMENTAL SCAN1Coca-Cola Environmental ScanStudents NameInstitutionENVIRONMENTAL SCANCoca-Cola Environmental ScanDetermining the creation of value and sustaining competitive advantage using theenvironmental scanning strategy.The Coca-Cola Company is among the most significant beverage competitors thatencompass Companies like Mountain Dew and Pepsi. For the Company to create value anduphold a competitive edge, it must scan its environment to be in a position to appreciate trends inthe general environment and envisage their repercussions. Due to this, Coca-Cola gathers itscustomer's demographic information to distinguish unique preferences. In the contemporarysetting, the utilization of the internet is an effective way for the Company to establish the numberof individuals utilizing its website, take discount advantages, do online orders and share pastshopping experience ideas.Additionally, Coca-Cola can opt to scrutinize its website to identify its competitors andestablish the comments its customers espouse. Besides, this website can also help the entitydetermine products that sell rapidly. To this end, Coca-Cola can utilize the external technologicalfactor to acquire a competitive advantage against its competitor like Pepsi and enhance itsproduct efficacy (Jurevicius, 2020). For Coca-Cola to sustain its competitive advantage, it hasemployed several strategies that enclose the ability to utilize its capabilities and resourcescompa ...


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