The Coca$-$Cola $($Coke$)$ as the world$$s largest non$-$alcoholic beverage company, has built $15$ billion$-$dollar brands and also claims four of the top five soft$-$drink brands $($Coke$,$ Diet Coke, Fanta and Sprite$).$ Although it fell to the number$-$three spot in $2013,$ each year since $2001,$ global brand consulting firm Interbrand, in conjunction with Bloomberg BusinessWeek, has identified Coke as the number$-$one best global brand. Coca$-$Cola$$s executives and managers are focusing on ambitious, long$-$term growth for the company $$ doubling Coca$-$Cola$$s business by $2020.$ A big part of achieving this goal is building up its Simply Orange juice business into a powerful global juice brand. Decision making is playing a crucial role as managers try to beat rival PepsiCo, which has a $40$ per cent market share in the not$-$from$-$concentrate juice category compared to Coca$-$Cola$$s $28$ per cent share. And those managers are not leaving anything to chance in this hot $$ umm, cold $$ pursuit! In Coca$-$Cola$$s case, a glass of $100$ per cent OJ is possible only through $$satellite imagery, complicated data algorithms, and even a juice pipeline$.$ Standardisation is what it takes for Coca$-$Cola to make this work profitably. And producing a juice beverage is far more complicated than bottling soda. Using what it calls its $$Black Book model$,$ Coke wants to ensure that customers have consistently fresh, tasty OJ available $12$ months a year despite a peak growing season that is only three months long. To help in this, Coke is relying on a $$revenue analytic consultant$.$Orange juice is definitely one of the most complex applications of business analytics,$$ he says. To consistently deliver an optimal blend given the challenges of nature requires some $1$ quintillion $($that is $1$ followed by $18$ zeroes$)$ decisions. There is no secret formula to Black Book, it is simply an algorithm. It includes detailed data about the more than $600$ different flavours that make up an orange and about customer preferences. This data is correlated to a profile of each batch of raw juice. The algorithm then determines how to blend batches to match a certain taste and consistency. At the juice bottling plant, $$blend technicians carry out Black Book instructions prior to bottling$.$ The weekly OJ recipe they use is $$tweaked$$ constantly. Black Book also includes data on external factors such as weather patterns, crop yields and other cost pressures. This is useful for Coca$-$Cola$$s decision makers as they ensure they will have enough supplies for at least $15$ months. One Coca$-$Cola executive says, $$If we have a hurricane or freeze, we can quickly replan the business in $5$ or $10$ minutes just because we$$ve mathematically modelled it$.$ Discussion questions $1.$ Which decisions in this case information could be considered unstructured problems? Structured problems?