Carefully read the attached case study and answer the following questions: Muhtar Kent Reflects on His Coca-Cola Journey and Legacy as Companys 15th Chief Executive ATLANTA Muhtar Kent, who joined The Coca-Cola Company in 1978 after responding to a classified ad and climbed to the companys highest office in 2008, today officially passes the CEO baton to James Quincey. We sat down with Kent, who will remain chairman of the board, to reflect on his nearly nine-year tenure as the companys chief executive and get his thoughts on the future of the Coca-Cola system. When you became CEO in July 2008, what were your top priorities? Neville [Isdell] had stabilized the company and transferred to me a company that was stronger than when he found it, for sure. What was needed then was an agenda of growth. We put together a compelling vision, together with our bottling system, and launched it in 2009. In the past, we'd had visions that were specific to the company, but this was the first system-wide vision ever launched. We needed to bring in our bottling partners and have them embrace and co-create this vision with us. And thats what we did. The second priority for me was to put together a growth agenda and bring to the forefront the value of all our brands in this new vision, and make them stronger. We embarked upon a host of strategies that paid off and, today, are transferring a company that is foundationally much stronger with a much more aligned bottling system than the one I took over. And Im sure this improvement will continue into the years ahead. 'We embarked upon a host of strategies that paid off and, today, are transferring a company that is foundationally much stronger with a much more aligned bottling system than the one I took over. And Im sure this improvement will continue into the years ahead.' What excited you most when you came into the CEO role? A couple of things. I was coming in from a bottler, so I had a unique perspective few people in the company had. I worked within the company for the first 20 years of my life, then left and became a bottler. I grew and IPOd that bottler on the London Stock Exchange. And then I came back to the company, at the invitation from Neville, and ran our Asia business. Although I'd lived in Thailand as a child, Id never really been involved in our Asian business. Id been involved in our European, Middle Eastern, North African businesses and also through Coca-Cola Amatil, a little bit in Australasia but never really China and the Asian sphere of influence. So that was very intriguing to me. And it was very appealing to work with Neville again, my very close friend and partner from our work together in Eastern and Central Europe in the 1990s. You have led the evolution of the global bottling system, including refranchising territories across North America, Germany, China and Africa to strong and capable bottling partners. Why is this work so important and what most excites you about the Coca-Cola franchise system of the future? We cannot, as a company, succeed if our bottlers are not successful. Its that symbiotic a relationship. And part of what we do every day, apart from polishing our brands, is making sure our bottling system is aligned and fully buys into our strategy. If we take the right actions, then our 250 or so bottlers around the world decide to invest in the business. And when they make investments in new trucks, new lines, new factories, new cold drink equipment and new people on the commercial end of the business coupled with the creative marketing we are responsible for, and guided by the strategy we set then our business prospers. So, strengthening the bottling system, which hadn't had a unified transformation for a long time, was a critical priority. This is probably the biggest, most cohesive transformation of the structural Coca-Cola bottling busi Answer ALL the questions in this section. SECTION B [60 Marks] Answer ANY THREE (3) questions in this section. Question 1 (20 Marks) Discuss the elements of the marketing mix for Coca Cola. Use examples in your response [No marks will be awarded for regurgitation of theory] Question 2 (20 Marks) Discuss any four (4) external macro environment factors where Coca Cola operates. [Give practical examples, any regurgitation of theory without practical examples will not be awarded marks] Question 3 [20 Marks] Conduct SWOT analysis for Coca Cola. Question 4 [20 Marks] Conduct a market analysis using Porter's five forces model for the beverages industry where Coca Cola operates. Question 5 [20 Marks] Discuss market segmentation as a valuable tool in a companys marketing effort and explain how Coca Cola segmented its market. [Include a discussion of the process and criteria that can be used to segment a market]