This analysis is carried out for Coca Cola as the company and Coke as the product The following are the factors which I will use as the new leader of the company for the assessment of the business and how can they help the company to improve its performance Analysing the current market position: This is usually the first step which most of the new leaders carry out when they join the companies like Coca Cola and manage the mega brands like Coke. The leaders need to know about the market share and position which the company currently holds in each local market and also overall globally. This enables the leaders to understand their current position at the marketplace. This is important to understand where the company and the brand currently stand at and enables the leaders to decide a direction in which they will like the company and the brand to move. By analysing the current market position, the company can then prepare a strategic plan for the future. Analysing costs and prices for understanding profitability: This is essential to understand the cost structure of the company and understand the profitability of the company. Producing profits is essential for all companies and hence it is important for a new leader to understand the cost and profitability structures of the company. Based on this analyses the leaders can establish the new strategies which can enable them to lower their costs and increase their profitability and improve the performance of the company. Competitive position: The new leaders should also analyse the competition which is faced by the company at the marketplace as it directly affects its performance. The competitor knowledge and the understanding about the competitor strategies can enable the leaders to establish the growth options they have and developing a competitive advantage at the marketplace. Consumer behaviour: Understanding the customers and their needs and behaviours is absolutely essential for the survival of the firms. The leaders need to understand the consumer behaviour so that they can develop plans for making their product offering better and adapt them as per the changing needs of the markets so that the performance of the company can be sustained and improved. Let suppose you are a new leader of Coca-Cola company and following is assessment of the business. As a new leader of Coca-Cola, there will be important factors for assessment of the business. It would be useful to analyse the competition for Coke brand product while launching. It will help to evaluate the marketing of the product and the market situation. A clear differentiation for the product along with defining clear market position will be helpful for the assessment. This can be achieved through competitor analysis and differentiation. The advantages and benefits of the brand along with its positioning strategy needs to be the focus. The understanding of advertising, sponsorship, sales promotion campaigns will help to communication the positioning of the brand in the target market. The cost structure of the company will help to understand the implementation of various strategies for the profitability of the company. The knowledge of the existing competition in the market will help to establish new options of growth and develop competitive advantage for the brand. Consumer behaviour will help to understand the needs and behaviour of the customers and the strategies that can be implemented for the success of the brand. Question# Based on your identified elements/factors, how can the company improve its performance?