Stand Up by Everyday Sunday free essay sample

Here it is, women and men of honor, the collection that began everything! Stand Up, the 2002 presentation collection from vivacious rockers Everyday Sunday. Would You Leave begins the collection off with their signature, glad, lively solid with a great guitar as its base. Meddle with Your Mind is somewhat edgier than the past track yet gets that elevating sound that were accustomed to got notification from these folks. Hold up keeps up the glad tenseness that Everyday Sunday fans arent precisely used to hearing. A rap-roused tune brings another unforseen contort to the melody and the general collection as their keen, signature verses make this an invite reward for all fans. Stand Up, the title track, eases back things down a touch of, returning us to the sound that we as a whole know and love from these folks as they make a delicate stone beat that shows off a significantly done, heart snatching span joined by a completion of a similar quality. We will compose a custom article test on Stand Up by Everyday Sunday or on the other hand any comparative theme explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page Live for You Tonight raises the vitality with a techno-ish foundation to make a theme that you can absolutely shake out to with your buds. Holding tight is an amazing force melody with high-flying vocals and remarkable verses. An excellent ensemble goes with their typical stone sound about mid-path to the furthest limit of the melody which makes a superb consummation. Lose it Again siphons up the vitality as a rockin guitar solo beginnings off this track, and incredible, sing-a-long verses run close by the cheerful, up-rhythm beat that is rounded with out-of-this-world guitar licks. Only a Story shares a story through innovative verses that discussion about experiencing a drive-through in reverse and living for God as he adventures through life. Sleeper begins with an acoustic understand that branches into an eletric guitar lick that carries us into another melody with a delicate stone beat that gets invigorated in the tune with some incredible high-flying vocals. This Time begins wi th an alternate sound that simply cannot be depicted in words as it follows the folks normal sound with amazingly innovative verses and a great scaffold for sure. Dont Leave blends an acoustic guitar in with an excellent string area. These sounds branch out to meet an ordinary beat of electric guitars and drums with clear, narrating verses. Stand Up (Remix) wraps this collection up with a wonderful remix of the title melody as new, intriguing sounds are added to the track. Main concern: this is an extraordinary collection for anyones melodic assortment, regardless of whether youre new to the hints of Everyday Sunday. In addition to the fact that this is an extraordinary C.D. for any Everyday Sunday fan, however it likewise truly shows that theyre not scared of evaluating various sounds while as yet adhering to their regular old stone sound that weve developed to know and love. In light of the entirety of the various styles and sounds that they adventure into in this collection, this would be an incredible present for anybody regardless of what kind of music theyre into. Appreciate!

Homeland Securtiy. Post-Mortem of the US Governments Response to the Essay

Country Securtiy. After death of the US Governments Response to the Times Square Cesium Terrorist - Essay Example Upon the arrival of the assault, Times Square had its typical measure of guests and wind conditions were quiet. Following the assault, NYPD and NYFD rushed to react, however later emergency and radiation the board endeavors by the EPA were moderate and thwarted salvage endeavors. Conceptual This update was made as the aftereffect of a post-hoc assessment of the Times Square cesium fear based oppressor assault. It means to feature the noteworthiness of long-and momentary fatalities, cost of property harm, and loss of open trust in wellbeing as results of radiological assaults; and in view of this importance, utilizes these results to gauge the general achievement of the bureaucratic government’s reaction to this assault. Besides, this update endeavors to feature regions that could have been improved before the assault to forestall this degree of decimation, including better administration of existing assets, better security of existing radiological supplies, and a superior comprehension of the atomic psychological militant danger. Ultimately, this update intends to feature the already surprising result of wind to show the impact perplexing factors can have on the bureaucratic, state, and nearby governments’ reactions to emergencies like this. ... Kelly expressed that, â€Å"The Committee will without a doubt concur that the peril introduced by unobtrusive radiological sources that are nearly simple to get is significant,† (Kelly 2002). In his article â€Å"Nuclear Terrorism Reconsidered†, Gavin Cameron offers a clarification of a terrorist’s inspiration to utilize these weapons by saying, â€Å"The specialized attainability of radiological fear based oppression make it by a long shot the most probable type of atomic weapon. [†¦] Radiological weapons would, as atomic yield weapons, set a gathering apart and take its fear mongering to an alternate level† (Cameron 1999). In this statement, Cameron shows why radiological psychological warfare stays such an engaging style of assault for some psychological militants: this kind of assault imparts a similar open dread as an atomic assault yet is considerably more mechanically in-go after numerous fear based oppressor gatherings. There are a few factor s that add to the viability of a radiological psychological oppressor gadget. Among these are â€Å"the measure of material discharged, the nature of the material, the subtleties of the gadget that circulates the material, the bearing and speed of the breeze, other climate conditions, the size of the particles discharged, [†¦] and the area and size of structures close to the discharge site† (Kelly 2002). These factors are significant during the time spent surveying the harm brought about by an assault and potential clearing and purification plans. In light of these vulnerabilities, estimations of the effect of such a weapon are amazingly mistaken and hard to decipher. Results Fatalities are the most clear quantifiable result of a radiological psychological militant assault, yet may not be the most instructive in this assault. In a radiological assault, fatalities must be isolated into present moment and long haul fatalities.

You cant live without clean water

You can’t live without clean water Nobody can. We can mobilize and make this happen! Help eradicate the most prevalent and preventable problem in developing areas around the world starting here and now: http://www.globalgiving.com/pr/1700/proj1667a.html In the summer of 2007, four Harvard graduates will go to Costa Rica to work with their partners in a community to eradicate the persistent and preventable problem of access to clean drinking water. They hope to create a model for global engagement for students and their partner communities across the world. Please help them take this first step. Click the link to find out more! These are the children of the town of Jazmín, the individuals worst hit by a lack of access to safe drinking water. Worldwide, over two million children die annually from preventable and treatable water-related illnesses. Millions others remain ill for months. The country is one of stark contrast; some of the best health and education systems in Latin America, but not reaching all of its citizens. However, it is also a promising environment with many opportunities to engage these challenges. Despite a well-staffed clinic, with full support from FIMRC and countless international volunteers, the population still suffers from a lack of access to safe drinking water while saturating the clinics capacity. The geography of the community is an important factor in addressing the challenges faced by the people of Jazmín. Here you can see houses on the hill, with the pig farm in the distant top. The area where water collects and flows down to Jazmín is downstream of a pig farm, the root of many ailments for this and surrounding communities. If you want to learn more about this project, visit Alfinios website here thanks This entry is on behalf of my Zambia tripleader Alfinio, who is working on sustainable development all over the globe. He also researches with Susan Murcott, a lecturer in MITs Course 1: Civil and Environmental Engineering department.

Giving A Voice Langston Hughes, An American Poet And...

Giving a Voice to the Voiceless Langston Hughes is an American poet and social activist. Hughes’ poems tend to resonate with the majority of his readers because he discusses topics that transcend time. Hughes wrote his poetry so eloquently that his poetry can be interpreted in many different ways depending on the reader’s personal background and what they bring to the reading. Even today his readers can connect to his poetry because he discusses subjects that we are faced with today, such as identity issues. Hughes is known for focusing on issues that were confronting the nation during his time. Hughes used his African-American roots to highlight the themes of his poems. Hughes’ poems provide a critique of relations between blacks and whites in America. He does this by discussing various societal events throughout history and he key roles black people have played in these events. The power of one race over another is a theme in Hughes’ poems that dem onstrates the injustice of racial inequality. Hughes uses the topic of suffrage throughout his poetry to show the plight of black people as they seek to have freedom and a voice in society. The American Dream is another topic that Hughes uses to establish the relations between blacks and whites and their desire for attaining their dreams. The power of one race over another is a theme in Hughes’ poems that demonstrates the injustice of racial inequality. In the poem â€Å"Negro† Hughes says, â€Å"I’ve been a victim: TheShow MoreRelatedThe Harlem Renaissance Poetry1097 Words   |  4 PagesStarting around 1918, and progressing through the 1920s and 30s, a section of New York City called Harlem began to be the center of a group of talented African American artists, composers, poets, and dancers. This period of time, with all the literary works, music, art, and poetry coming out of the Black experience, was called the New Negro Renaissance, or the Harlem Renaissance. This was a time just after World War I when there was again hope hope that Whites and Blacks could coexist and appreciateRead MoreThe Life and Poetry of Amiri Baraka Essay905 Words   |  4 Pagesupbringing and lifestyle. Everette Leroy Jones was born on October 7, 1934 in the industrial city of Newark, New Jersey. His parents, Col t LeRoy Jones and Anna Lois Jones, were two lower-middle class workers who held jobs as a postal supervisor and social worker, respectively (Young 1). Leroy went to public schools in Newark, and graduated from Barringer High School in 1951. He was offered many scholarships, but accepted the one from Rutgers University. However, he was disappointed in Rutgers, andRead MoreAfrican American Culture in a Modern American Dominant Sociology2841 Words   |  12 PagesAfrican American Culture in a Modern American Dominant Sociology Intro to Sociology September 3, 2010 Janice Caparro African American culture in the United States refers to the cultural contributions of Americans African descent to the culture of the United States, either as part of or distinct from American culture. The distinct identity of African American culture is rooted in the historical experience of the African American people. The culture is both distinct and enormously influentialRead MoreHow Storytelling Is A Link And Establishes Order Essay1945 Words   |  8 Pagesfuture generations of listeners. Brought about by pain, inhumanity, and suffrage of their people. African-American writers sought to necessitate change throughout their writing. Through their storytelling, these writers have vividly portrayed the way African-Americans were mistreated, disenfranchise, their feelings toward oppressions, and their ability to endure despite it. African American Authors such as James Baldwin, Lorraine Hansberry, James Oliver Killen, Nora Zeale Hurston and Toni MorssionRead MoreThe World s Best Ho pe1951 Words   |  8 Pagesthat it is flawed. Europe is represented here as ‘destroying her powerful good† giving the EU an antagonistic presence. This gives us insight as to why America remains solitude, meanwhile showing us their attitudes to the European orderliness. Further consequences exist in the form of America becoming very nationalistic. Immigration quickly reduced after WW1 due to societal fear of outsourced employees stealing American jobs, also the fear of controversial European ideologies, such as communism infectingRead MoreAlice Malsenior6001 Words   |  25 PagesAlice Walker: Peeling an Essence As an African- American novelist, short–story writer, essayist, poet, critic, and editor, Alice Walker’s plethora of literary works examines many aspects of African American life as well as historical issues that are further developed by Walker’s unique point of view. Writers like Alice Walker make it possible to bring words and emotions to voices and events that are often silenced. Far from the traditional image of the artist, she has sought what amounts to a

Youth Gangs and Violence In Schools Essay - 1298 Words

The theme, which I have decided to research and base my portfolio on, is Youth Gangs and Violence In Schools. The term â€Å"Youth† is defined by the Compact Oxford English Dictionary as the period between childhood and adulthood and is also commonly used as a noun to describe young people. The same dictionary defines a â€Å"Gang† as an organised group of criminals or disorderly young people. Youth gangs are groups of young people who assemble and often engage in criminal and illegal activities such as graffiti, vandalism, theft, robbery and violent activities including, gang fights and brawls. The Compact Oxford English Dictionary defines â€Å" violence† as behaviour involving physical force intended to hurt,†¦show more content†¦====================================================================== I must confess that I do have a real personal interest in the topic. This is so, for a number of reasons, but I shall only mention the two most important. ===================================================================== Earlier this year, I was elected the President of the my school Student Council. Presently, the Council is working closely with the School Violence Committee, seeking to reduce the incidence of gang violence in my school. I would like to achieve this goal, but I firmly believe that if we are to achieve it, then we must first understand the reasons why gangs develop and the reasons for their anti-social behaviour. This is the main thrust of my interest in researching this topic. ====================================================================== The other reason is my experiences have shown me that the physical injuries caused by gang violence can be life threatening and should be avoided at all costs. A couple of years ago during lunchtime, a friend of mine was badly beaten at the hands of a gang at school and was left for dead. 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What are the risks of Anabolic-Androgenic Steroids (AAS) within sport Free Essays

string(30) " decrease in body fat levels\." Chapter one: Introduction Sporting performance can be influenced by many differing factors. Aside from training, nutrition is the most important influence. To reach one’s highest potential, all of the body’s systems must be working optimally (ADA, 2000). We will write a custom essay sample on What are the risks of Anabolic-Androgenic Steroids (AAS) within sport? or any similar topic only for you Order Now Alongside a healthy diet many performers supplement an ergogenic aid; increasingly however many others use drugs to gain an advantage over their opposition. Anabolic-Androgenic Steroids (AAS) are one such drug used within sport to boost performance. In 1993 more than one million sports participants, ranging from recreational gym users to elite athletes were using anabolic steroids regularly (Yesalis, Kennedy, Kopstein, Bahrke, 1993). More recently it has been reported that 6.1% of 15-18 year olds within US high schools had taken a form of anabolic steroid (ADA, 2003). This review aims to address the rationale behind the use of anabolic steroids, the relative risks and benefits of the drug, as well as previous research within the field, ultimately determining whether sporting organisations are correct in illegalising the drug and providing the reader with the information to make an guided decision for themselves. 1.1 Background to anabolic steroids Anabolic steroids are the derivatives of testosterone (Bahrke and Yesalis, 2002). Primary research of testosterone in 1935 led to the development of AS. Testosterone is the primary natural male hormone. It is responsible for the androgenic and anabolic effects observed during male adolescence and adulthood. By 1935 testosterone had been isolated and chemically characterised (Kockakian and Yesalis, 2000). Testosterone itself is not considered an anabolic steroid due to it retaining its’ full androgenic effect on the body (Herbert, Hapt Rovere, 1984). 1.2 Rationale behind Anabolic Steroids Anabolic steroids are used, variably, by athletes and others to increase lean body mass, to reduce fat, to enhance performance and sustain periods of training (Hartgens and Kuipers, 2004). Anabolic steroids, dependent on chemical structure, bind to specific androgen protein receptor sites in the sarcoplasm of cells found within skeletal muscles. Complexes are formed through such binding with the product being transported through the cells nuclear membrane to interact with intra-nuclear chromatin and activate RNA polymerase, protein synthesis is triggered. Protein synthesis is the process in which cells build protein (Bruce, 2002) ultimately this increase is protein results in a build up in cellular tissue within the muscle, thus increasing muscular mass. Average male skeletal muscle consists of six to twelve kilograms of protein (McArdle et al., 2010). Strenuous physical activity such as weight training constantly increases the body’s protein requirements, as well as stress up on the body. Both in which Anabolic steroids are rumoured to remedy. Physical activity comprises any body movement produced by the skeletal muscles that results in substantial increase over resting energy expenditure (Bouchard, 2006). In a day and age where millimetres win races, every edge a performer believes they can gain is crucial. Common belief that No one is guilty of steroid use except the other guy, the other team (Yesalis SR, 1934) aids widespread usage. 1.3 Differing types Anabolic steroids can be taken by four different methods: Injection, Orally, Nasally and transdermally. For each method there are countless steroids available (steroids.com, 2010). Most individuals who use anabolic steroids obtain the drugs from the black market (Tolliver, 1998). Table 1 shows the number of steroids currently available on the market. However this list can never be fully complete as athletes, researchers and trainers are always developing new drugs and in particular, combinations of drugs to try pass the stringent tests. Each modification to testosterone results in distinct changes in the deliverability, potency and the body’s adaptive responses to AAS (Hall, 2006). 1.4 Guidelines Anabolic steroids are banned by athletic organisations to protect athletes from potentially harmful side effects (Quinn, 2010). Due to banning by all leading sports organisations it is important to note that no guideline amount can be stated. Doses used by weightlifters and bodybuilders have been at least 100 times those indicated for therapeutic use (Rogol and Yesalis, 1992). Chapter Two: Scientific evidence Following its’ development from 1935 onwards AAS has become one of the most researched performance enhancing substances available. (Celotti and Negri-Cesi, 1992). Almost all research has been into effects the drug has on the physical and psychological body, both positively and negatively. A number of reviews and they’re point of study are available in appendix two following. 2.1 Physical effects – Positive Several studies have examined the positive effects AAS has on both the animal and human body. Despite their development in the 1930s, as recently as 1996 the true anabolic effects were often disputed. Early studies in the physical effects of AAS by Wright (1980) showed that inexperienced weightlifters did not benefit from a dose of AAS but that more experienced weightlifters showed an increase in both muscle and strength. Due to the study coupling protein supplements along with AAS it was widely believed that it was in fact the protein supplement that benefitted the weightlifter, and that the strength was as a result of the extra muscle mass gained by the added protein. Bhasin et al., (1996) remedied all doubt regarding the anabolic properties of AAS. It was shown that a relatively high dose of 600mg/wk added to a group of males performing weight training resulted in a 6.1kg increase in lean muscle mass over a ten-week period. In fact, even males not performing weight training increased lean muscle mass by 3.2kg. This is mirrored by Sjoqvist et al., (2008) who reached a conclusion that since adequate doping tests have been introduced in powerlifting, records have seized to be broken. Herbst and Bhasin (2004) reported that high doses of AS in any adult male resulted in a significant decrease in lipid molecules within the body. A common result of increased muscle mass is an increase in metabolic rate. An increase results in more energy being expended throughout the day than being taken in through the diet. Fat stored in the body is used as a fuel source in situations such as this, thus resulting in a decrease in body fat levels. You read "What are the risks of Anabolic-Androgenic Steroids (AAS) within sport?" in category "Essay examples" Kuhn (2002) hypothesised that steroids may also block any catabolic effects of glucocorticoids released during training, thus allowing for a high intensity, longer workout. 2.2 Physical effects – Negative Though AAS produces many benefits within the body to enhance athletic performance, many scientists believe that they also result in negative and dangerous consequences. During studies physiological side effects are broken down into: Cardiovascular, Liver, Reproductive and Dermatologic. In relation to cardiovascular, there are many risk factors: blood volume, salt and water retention, hypertension, ventricular function, effects on blood lipids and lipoproteins and blood clotting. Of the above risks most research has been concerned with AAS’s effect on blood lipids and lipoproteins and blood clotting. AAS has an adverse effect on plasma levels of lipids within the blood (Thiblin and Petersson, 2005). This has particularly been present in athletes who took AAS orally (Lombardo et al., 1991). Rockhold (1993) reported high-density lipoproteins (HDL) fell by 22%. The reduction in HDL have been linked with an increasing risk of cardiovascular disease (Wagner, 1991). In terms of blood clotting many animal studies suggest a relationship between AAS dosages and the clotting of blood. The clotting of blood results in several conditions, such as stroke. So far, during study only one death has come from a stroke-linked death (Lombardo et al., 1991). In relation to the liver. Peliosis hepatitis is associated with orally ingested AAS in particular. Tumours can also be caused, though rare. Tumour rupture ultimately prove fatal (Friedl, 2000). Liver failure occurs in extreme cases (Evans, 2004). In men high doses result in quantity and quality of sperm being greatly reduced (Torres et al., 2001). Testicular atrophy ultimately results if long term use continues. There is very little research exploring AAS and the reproductive system of women. Hartgens and Kuipers (2004) showed an increase in clitoral size, reduction in breast size and uncommon menstrual irregularities. Parssinen and Seppala (2002) found that acne and loss of hair were very common dermatological effects in men of using AAS. All effects have been shown to be fully reversible within several months of the dosage being ceased (Friedl, 2000). Haff and the NSCA stated that the effect of long term use of excessive high doses of AAS is virtually unknown. Parssinen and Seppala (2002) conducted a study that followed the participants of the Finnish powerlifting competition in 1977 for a period of 12 years. Premature death was 4.6 higher in these participants than the average population of Finland. As powerlifting does not cause mortality, AAS was widely blamed. 2.3 Psychological effects Psychological and behavioural changes in participants, such as increased aggressiveness and irritability have been presented by Goldman et al., (1984) and Wright (1982). Several reports (Pope and Katz, 1987) suggest that AAS causes clinical depression amongst many other mental disorders. While Schulte, Hall and Boyer (1993) studied one male taking AAS over a four-month period. The subject was observed to become aggressive towards his wife and child. No previous aggressive behaviour had previously been recorded. Steroid abuse would appear to make subjects aggressive and depressed as well as easily irritated. Out of one million or more steroid users within the U.S. in 1993 only an extremely small percentage experience enough disturbances to result in clincical treatment (Yesalis, Kennedy, Kopstein Bahrke, 1993). In terms of psychological benefits it is believed that an improvement in physical looks, as well as the enjoyment of winning would boost confidence as well as a short period of happiness. This however is not a direct effect of AAS and simply an effect of winning and hard work that can be achieved by other means. A summary of all effects found can be found in Appendix two. 2.4 Numbers using anabolic steroids Highest levels of use of AS have been attributed to American football players, weightlifters, powerlifters and bodybuilders since the 1960s (Yesalis, Courson Wright, 2000). Several studies were carried out throughout many years, categorised as: adolescent, college and athlete studies. In 1987 the first national study occurred in the U.S. at adolescent school level by Buckley et al., (1988). Investigations discovered that 6.6% of male school children were/or had taken AAS. 38% of this 6.6% population had taken the performance enhancing substance before the age of 16. In the mid 1990s these findings were confirmed by multiple state studies carried out. Whilst the more prevalent studies have been carried out within the U.S. it is important to note that many other studies in Britain, Sweden and Canada have also taken place. Showing a 1.2 – 5.9% generalised usage (Williamson, 1993). Amoung college atheletes Anderson et al., (1985 – 1993) and the NCAA (1997, 2001) conducted a series of five surveys on both males and females. Finding that steroid use had seemingly dropped from 4.9% in 1985 to 1.4% in 2001. However Yesalis et al., (1990) believed that athletes were lying about their use. Yesalis used indirect questions aimed at others around the performers to divulge such information. A massive 14.7% usage in all sports was recorded when asking others, compared to roughly 4.9% when the performers themselves were asked. In terms of the professional athlete many researchers used the Olympics (both summer and winter) as a base for their study as it is the pinnacle of all sports. Silvester (1993) surveyed athletes in the 1972 olympics in Munich. It was found that 68% of all the track and field athletes admitted using AAS. Widespread athlete usage was supported when in the 1992 Winter Olympics 80% admitted AAS use (Pearson and Hanson,1992) while 75% of medallists admitted the use (Pearson, 1994). Due the illegalisation, by WADA and the IOC, of all drugs these findings are now deemed useless as often any athlete who attempts the use of AAS is caught, for example British athlete Dwain Chambers, who received a two-year ban from the sport. Chapter three: Conclusions In conclusion it has been widely demonstrated and acknowledged recently that a high dose of Anabolic-Androgenic Steroids, when coupled with a healthy diet and effective training program, improve a performer’s strength and muscular size, and decrease levels of fats and muscle catabolism. Thus resulting in an overall improvement in sporting performance in almost all sporting events. The continued use of AAS can also be associated with a variety of health problems, both physically and psychologically, that outweigh the positive effects. Due to the cycling requirement and short-term damage caused deemed unacceptable, much more research needs to be undertaken to fully investigate the long term effects of high-level doses. AAS has ultimately been banned by the IOC and many other leading sporting organisations to protect the health of their athletes. Whilst this is the case many performers still increasingly chose to take them in some form to gain ‘the edge’ over their opposition. There are many other socially acceptable ergogenic aids available to sports performers, such as creatine. It has been estimated that creatine is used by up to 99 percent of elite athletes in today’s world, thus deeming it socially acceptable and fair. If 99 percent of elite athletes used anabolic steroids would they also be deemed fair also? Figure 1.0: Mechanism of Anabolic Steroid effect References American Dietetic Association, Dieticians of Canada and the American College of Sports Medicine: Nutrition and Athletic Performance. (2000) Journal of American Dietetic Association. 160: 1543-1553 Anderson, W., Altrecht, M. McKeag, (1993) D. Second replication of a national study of substance use and abuse of habits of college student athletes. Final Report. NCAA Bahrke, M.S. (2000). Psychological effects of endogenous testosterone and anabolic-androgenic steroids. Anabolic steroids in sport and exercise. 2nd ed. 247-278. Yesalis, C. Bahrke, M. (2002).M. Anabolic-Androgenic Steroids and Related Substances. Current Sports Medicine Reports, 4:246-252, Bhasin, S., Storer, T.W., Berman, N., Callegari, C., Clevenger, B., Philips, J., Burnnell, T.J., Tricker, R., Shirazi, A., Casaburi, R. (1996). The effects of supraphysiological doses of testosterone on muscle size and strength in normal men. N Engl J med. 335:1-7. Buckley, W.E., Yesalis, C.E., Friedl, K.E., Anderson, W.A., Streit, A.L. Wright, J.E. (1988). Estimated prevalence of anabolic steroid use among male high school seniors. Journal of the American Medical Association. 200(23): 3441-3445. Celotti, F. Negri-Cesi, P. (1992). Anabolic steroids: a review of their effects on muscle. 146:823-828. Evans, N.A. (2004). Current concepts in anabolic-androgenic steroids. AM J sports med. 32:534-542. Friedl, K.E. (2000). Performance enhancing substances. Human kinetics. 209-228 Goldman, B., Bush, P. Klatz, R. (1984). Death in the locker room, Steroids in sport. South bend, IN, Icarus Press Hall, R.C. (2006). Abuse of supraphysiological doses of anabolic steroids. South med J. 98:550-555. Haff, G.G. (2006). Anabolic-Androgenic Steroids. NSCA’s performance training journal. 7-14. Herbert, Hapt Rovere (1984) Herbst, K.L. Bhasin, S. (2004). Testosterone action on skeletal muscle. Current opinion on clinical nutrition and metabolic care. 7:271-720. Kochakian, C.D., Yesalis, C.E. (2000). Anabolic-androgenic steroids: a historical perspective anddefinition. In C.E. Yesalis (Ed.), Anabolic steroids in sport and exercise. 2nd ed. (pp. 17-49). Kuhn, C. (2002). Anabolic steroids, recent progress in hormone research, 57:411-434 Lombardo, J.A., Hickson, P.C. Lamb, D.R. (1991). Anabolic/Androgenic steroids and growth hormone. Exercise science and sports med. Vol 4:249-278 McArdle, W.D., Katch, F.I. (2010). 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Business Assessment Coca-Cola

Question: Comparative Analysis of the companys competitive position in its various markets. 3) What considerations should your company look at when trying to create Social Impact? Answer: Introduction In the year 1886, in downtown Atlanta, Georgia, Coca-Cola was first created by John S. Pemberton and was served at Jacobs pharmacy. The name Coca-Cola was given by the company accountant Frank Robinson who thought the presence of the tow Cs would look good in advertising. When the company was first founded, the average drinks served per day was nine adding up to total sales of fifty dollars that year. Today, the company has grown to serving anywhere near 1.8 billion drinks per day. The Coca-Cola Company, now headquartered in Atlanta is an American multinational company which is the number one maker of soft drinks in the world with around 3500+ products, 128 years of history and billions of drinks being served every day. In the year 1919, the company was bought by Ernest Woodruff and a group of investors for twenty five million dollars and the vision of Coca-cola as an international commodity were initiated by Mr. Woodruff which is being followed till date by the company and its vario us subsidiaries (coca-colacompany.com, 2015). The company comprises of around four hundred different brands and includes some of the famous brand names under which their offerings are distributed including Coca-Cola, Sprite, Fanta, Diet Coke, Coca-Cola Zero, Aquarius, Minute Maid, Dasani, and Bacardi and so on (coca-colacompany.com, 2015). The primary offerings of the company are in the form of still and sparkling beverages. The former includes non-alcoholic beverages that are non-carbonated including drinking water, enhanced waters, energy drinks, juices, teas, coffees and sports drinks. The latter comprises non-alcoholic carbonated beverages. The companys products are designed to appeal to a variety of consumer bases with Coca-cola Zero being sweetened with a blend of low calorie sweeteners and Diet coke with aspartame, a thoroughly tested and safety approved sweetener to decrease the calorie content of the beverage making them a useful tool for weight management. In addition, the company offers innovative marketing campaigns and advertising projects and its association with celebrations and happiness sub-consciously seem to affect peoples choices making it a success over its rivals. The main aim of this essay is to research and analyze the business prospects and competitive position of The Coca-cola Company based on a comparative analysis with its main rival Pepsi Co using the competitive advantage theory and its social impact in terms of corporate social responsibility and sustainability initiatives. The Coca-Cola Company has been chosen for this study mainly because of its global presence and popularity with the masses. According to a former chairman of the company, the company derived its main strength from being global (Vrontis and Sharp, 2003). Even though it was based in America, most of the company profit came from elsewhere in the world. The multinational company is one of the pioneers when it comes to soda drinks and carbonated drinks served and consumed around the world by people of all age groups. The company has the highest market share in the industry and serves as one of the most favorite brands due to the innovation they bring into every product a nd hence, it would be interesting to study how the company evolved over a period of time, their strategic positioning, sustainability and their plans for the future considering the highly competitive industry situation. Comparative Analysis Coca-Cola and Pepsi are the most popular and most successful products in the entire history of soft drinks business. The companys have a huge market share and are worth billions. PepsiCo was bought out of bankruptcy at just twelve thousand dollars earlier in its lifecycle and now it has emerged as the only sustained rival of The Coca-Cola Company (Tedlow, 2002). Michael Porters five forces is one of the de facto framework used for industry analysis. The Coca-Cola Companys competitive position in the industry compared to its rival Pepsi can be determined based on one such analysis of the five forces which include: Competitive rivalry, threat of new entrants, threat of substitutes, bargaining power of suppliers and bargaining power of buyers. Competitive Advantage Theory - Porters Five Forces Competitive Rivalry The soft drink industry is almost completely monopolized by PepsiCo and The Coca-Cola Company which these two companies holding up to seventy percent of the entire market share. Since the year 2004 until the present date, Coca-Cola has held the highest with 40 - 50%, PepsiCo around 25% and Dr. Pepper holding the third place followed by others (Statista, 2015) though these companies have continually failed to reach the success that Coca-Cola and Pepsi has witnessed. While the taste distinction between the two drinks is very subtle and is not easily recognized when consumed unlabeled, the coca-cola has always dominated the industry. The initial success of Pepsi over Coke was in the form of their pricing strategy. In the 1930s when Coca-Cola had entirely monopolized the soft drinks market in the U.S, Pepsi, a company that had just erupted from its bankruptcy, formulated an entry strategy based on price. It was then that the popular Cola war began. While Coca-Cola was aimed at mass market, the depression during the period gave way to the emergency of Pepsi which was similar in taste but was offered at dramatically lower prices. This in combination with the companys solid distribution chain led to the success of Pepsi. But after World War II this had to end and Pepsi had no choice but to increase prices. The company that had solely depended on the price umbrella till then had to change strategy. Product and market differentiation took over the key place since then. After Donald Kendall took over, Pepsis prospects began to change drastically and it became the brand that was near equal to Coca-Cola and the change that coke was slow to recognize as it viewed its product as beyond competition (Tedlow, 2002). The two main companies then began to advertise mainly on their product differentiation, advertising strategies rather than pricing. Coca-Colas worldwide advertising budget per year is almost near a quarter of a million dollars while PepsiCo comes somewhere near. The advertising of Coca-Cola depends heavily on the themes of celebrations, happiness and togetherness and has been recognized globally while Pepsis advertising has been limited comparatively and depends on celebrity endorsements, hit music and appealing to the younger generation. In fact, PepsiCo has also been claimed to be the first ever company to use a celebrity endorsement for their product when they used Barney Oldfield, an auto racing pioneer for advertising their drink. Jennifer Lopez, Britney Spears and David Beckham are some of the popular stars that have endorsed Pepsi (Bush, Martin and Bush, 2004). But PepsiCo has one advantage over the Coca-Cola Company in terms of product diversification. While Coca-Cola heavily relies on its soft drinks and offers most of its products in the category, PepsiCo has a diverse range of products including healthy food. For example, PepsiCo acquired Quaker Oats to enter the healthy food sector in 2005 and Gatorade to increase its energy drink market (Andersson, Arvidsson and Lindstrom, 2006). Consequently, in the year 2006, the sales revenue of Coca-cola fell slightly behind PepsiCo for the same reason and by the end of the year 2010, the gross profit of PepsiCo was higher than Coke. Also, the research and development investment of PepsiCo is larger. Given these circumstances, the competition from PepsiCo will always be a major threat to Coca-Cola. Threat of New entrants Threat of New entrants in this industry is very low, the main reason being the presence of strongly established brand names of Coca-Cola and Pepsi. Entry requires high capital costs for production facilities, warehouses, transport and labor. The building of a new efficient plant cost around seventy five million dollars back in the 90s. The strong marketing and advertising of the duopolies of Coke and Pepsi has resulted in higher brand loyalty and equity with a strong consumer base in the over 200 countries they have presence. Also, as discussed earlier, billions of dollars worth of money goes into the advertising of products of these companies every year which is quite a sum for a new entrant to match with and increase visibility of their products. For a newcomer to counterpart this level of presence is almost unfeasible. Also, any new comer would definitely face the toughest level of competition from the established two companies in terms of innovative product lines and price wars m aking survival difficult for the new companies. In addition, Coca-Cola and Pepsi have their own bottlers in designated geographic areas that are committed to the companies and the company arrangements are such that these bottlers do not take up new entrants. Alternatively, the new brands can build their own bottling plants which also require a considerable amount of capital investment and lowers the feasibility. Also, both the companies follow backward integration process which makes it very difficult for new market entrants to find bottlers for their products. PepsiCo and Coca-Cola offer their retailers a margin of 20-30% for the shelf-space offered which is a high margin which the new entrants would find difficult to compete with. Moreover, it would also be difficult to convince retailers to substitute coke of Pepsi with their products considering the strong customer base and brand loyalty. Its virtually impossible for a new product to match a scale of popularity as that of Pepsi and Coke. Threat of Substitutes Threat of substitute products is very high in this industry with a range of products starting with water, tea, coffee, to fresh juices being presented to consumers by different companies (Marc, 2014). Also, Coke and Pepsi are increasingly adjudged junk food and are marked as being very high in calorie content. With increase in health awareness among buyers, energy drinks, sports drinks and bottled waters are a threat to the carbonated drinks. To overcome this problem the companies came up with the diet versions of the drink. They also have entered the market for afore mentioned products. The suppliers of substitutes again are put in a situation where they have to compete with these giants for industry presence. Also, given the size of the organization and the large and established distribution channels, it enables the companies to get in contracts with Universities, Stadiums and organizers wherein they become the key supplier and only supplier for a particular length of time. Also, the products and their perceived value are very low in this industry. All the products and substitutes are priced at almost similar prices and the advertising and marketing activities for the products make the difference. Hence the switching costs are very low and consumer shifting towards substitute products is very high. In a blind test conducted for a study, participants could not even tell the difference between Pepsi and Coke (Deichert et al, 2006). Bargaining Power of Suppliers The bargaining power of suppliers in this industry is very low. The ingredients that go into the making of soft drinks are very simple which include water, colorants, flavors, caffeine, sugar and sweeteners. The bottles are supplied by separate bottlers. 36% of the largest coke bottler company, the Coco-coal enterprises is also owned by The Coca-Cola Company itself. With that percentage of ownership, the supplier bargaining power cannot be very large. These materials are easily available and at very low cost and with the presence numerous suppliers, the bargaining power of suppliers of these commodities in the industry relatively weak (Jannoun, 2011). Also, the basic merchandise due to its low cost makes the switching cost low too giving manufacturers the option to easily switch suppliers as per the convenience. Coca-Cola and Pepsi is possibly the largest customer these suppliers could ever possess. Bargaining power of buyers The bargaining power of buyers in any industry is always high. Since soft drink industry is also consumer based which have commodities directed at the buyers, the profitability of the business naturally depends upon the buyer. In todays market consumer preferences are more deviated towards differentiated products. Soft drinks have been around in the world since the eighteenth century and to keep them going innovation plays a key role. New formulations, bottle designs, packaging and appearance with new colors, flavor of formula are designed to make complete brand awareness in consumers minds as a means of providing competitive advantage. The different ways in which the commodities are made available for consumers include convenience stores, soda fountain, vending machines, restaurants, canteens and other categories in different quantity packaging where the sales depends on the buying power of the consumers to pay the said price. Large retailers like Wal-Mart, Costco and others may have increased bargaining power because of the large quantities in which the purchase is made but it is also zeroed by the brand loyalty of the end consumers. But due to the bulk quantity of products, these retailers can buy products at a lower price than most. But restaurants do not have that liberty as the quantities ordered by them arent as much. But with increasing consumer demand this scenario may witness a change in the future. Social Impact of Coca-Cola Coca-Cola builds and nurtures strong brands and identifies the importance of doing the right thing by the society through their sustainability programs. Their measures are intended at reducing the impact the company has on the environment and health and well-being of consumers. The main areas of concentration include conservation of water (water efficiency and quality), water being the primary raw material that goes in to the making of the products, energy efficiency and preservation of soil pollution. They follow the corporate social responsibility law to secure our future. But there have many issues relating to excessive water usage, effects on peoples health (the main problem being obesity) and several human rights violation issues that have been reported constantly on the company. Coca-Cola Corporate Social Responsibility The company has a clearly defined plan for sustainability with priorities on delivering for today without affecting the future and to lead the industry. According to the company, the CSR responsibilities are at the core of whatever they do and they believe in bringing about a change climatic change and eco-friendly packaging and use of recycled products. Energy and climate change The gas emissions from manmade activities pose serious threats to the longevity of the planet and coca-cola strives to build a business that has low carbon emissions. The company has made commitment to reduce the carbon footprint of its beverage by one third in the year 2020 compared to the level in 2007. Average reduction of carbon footprint is aimed to be achieved through every stage of the production process. Beginning with purchase of sustainable ingredients to the packing to the bottling to transportation to disposal a comprehensive approach to reducing environmental impact every step of the way has been proposed (Cokecce.com, 2015). Reducing emissions from manufacturing is the first step. This is proposed to be achieved by focusing primarily on energy efficiency in their manufacturing plants by closely monitoring and efficiently managing the energy consumed. Continual investment in innovation, RD and state of the art production lines, piloting of energy management standard 50001 in few facilities, and aim at sourcing their energy from renewable sources as much as possible. Reducing emission from trucks used for transporting and cold drink equipments is the next step. Production and distribution of products locally to reduce transportation costs and emissions is being followed in addition to efficient maintenance of the vending machines and coolers. Backhauling with suppliers and customers is another initiative aimed at reducing emissions (cokecce.com, 2015). Sustainable Packaging and Recycling In safeguarding the contents of a product and for safe damage-free transportation, packaging of a material plays a key role. But materials used for packaging could be high in carbon footprint and often non-biodegradable items end up polluting the land. The company CSR values are committed towards ensuring the use of sustainable packaging and easy recycling in order to achieve a point where there are no wastes in their operation. Right from design, material used, weight, recovery, disposal and recycling the prime objective is to reduce carbon footprint and optimize usage. According to the company, 99.5% of their produced waste is recycled. In an aim to achieve circular economy, the recycling of materials is given priority (cokecce.com, 2015). Thirty two percent of items used for packaging comes from recycled sources according to the company at present (cokecce.com). Use of virgin PET in packaging materials is being reduced and replaced by use of renewable material such as PlantBottle which is a plastic material comprising twenty five percent recycled PET and 22.5% plant material. In two of the largest markets for the company in France and Great Britain, the company has spent millions to set up pipelines for recycling PET. Also, through various non-government organizations and several awareness campaigns, the company is hoping to push more and more of their consumers towards recycling. For instance, the recycle for our future campaign encourages at-home recycling by studying the recycling habits of consumers and launching an online recycling program. Another aim is to have zero percent landfill and to achieve this; the company is constantly investing in recovery infrastructure. The company data prove that 99.5% of waste was recycled in the year 2013 and zero landfill rates was achieved at fourteen of the company plants. Constant redesigning of packaging to decrease the weight and yet not compromise on the quality is done through a process called lightweighting. Through this process, a 3g reduction in weight was achieved for their 500 ml PET packaging in the year 2013 compared to the previous year and their lightest aluminum can weighs just 10g. Conserving Water Water is essential for everyday functioning of human body and one of the most precious resources of the world. In production of Coca-cola beverages, it also serves as the primary ingredient and is central to all the raw material used by the company in one form or the other. Raising concerns regarding climatic changes leading to low rainfall, the depleting ground water resources and ensuing water scarcity is a major concern for the environment and consequently the company too (Biswas and Bozer, 2015). Through their water stewardship policy, the company aims to set standards to ensure water efficiency by utilizing only that much required for manufacturing and as little as possible for every liter of beverage that is produced (cokecce.com, 2015). The water conservation policy is based on four primary principles that include: conservation of water resources for operations and society, ensuring absolute water efficiency but reducing the water usage quantity, water recycling, treatment and in order to support aquatic life it is returned to the environment and water resource replenishing in low water quality areas before use in the making of beverages. Areas of water stress are identified using mapping and the watersheds in those areas are replenished. From the use of three liters to make a liter of beverage, by 2013 the company had reduced the usage to 1.35 liters per liter of beverage produced. The company aims to reduce the amount even further by the year 2020 (cokecce.com, 2015). Promoting Healthy Living Obesity is a growing epidemic in the world and a constant challenge to health. In order to prevent the disorder and to lead a life of health and happiness, the least that is required of people is to live an active life. The company indulges in a range of activities and campaign to promote healthy living including sports activities providing the opportunity for the community to involve themselves in physical activities more often. Through continued association with various organizations, both national and local, the company runs physical activity programs for people to participate in. the brand name and their influence is utilized by the company in their advertising campaigns where they promote physical activity. For instance, the most recent campaign of the company was the Happiness is movement campaign associated with the 2014 FIFA world cup. Others include the Sweden swimming federation, Norway city ride, and the street games of Great Britain and so on (Cokecce.com, 2015). The Spec ial Olympics National Summer Games that was held in Great Britain in the year 2013 was proudly supported by the company. Also, according to the company the artificial sweeteners employed in the making of low calorie versions of the beverage including diet coke and coca-cola life are harmless and are clinically tested to be safe. In addition, high fructose corn syrup used in the sparkling beverages or any food tem isnt responsible for weight increase in consumers. The ingredients used are approved by the FDA (Food and Drug Administration) as safe to be used in the preparation of beverages. Therefore, in an aim to promote healthy living the company has its core the three principles: Think, Drink and Move (coca-colacompany.com, 2015). Workers and Workplace In their belief, it is the employees that make or break a company. Employees hold the primary key to the companys success and sustainability. The company hopes to recruit the best talent from each community and gift them with a rewarding career while promoting independent thinking and provide them with a safe and healthy workplace to keep them winning. Their workplace diversity program has its main focus on fostering a culture that is diverse and inclusive, ensuring class of the art safety standards in their operations and ensuring worker safety in the plants, and to develop a program wherein the employees are encouraged to lead an active and healthy living (Cokecce.com, 2015). The Health risk assessment program of the company analyses the current health state of the employees and provides them with access to fitness programs and centers across the geographical area of the positioning. Seventy six percentages of the companys employees are part of an individual development plan for th emselves. The global corporate challenge that the company initiated encouraged people to pursue activities like walking, cycling and swimming. Thousands of people participated in the initiative and walked at an average of 13000 steps per day per person which is a good physical activity. The company is aimed at protecting human rights and values the rights of the workers immensely. Ten components of the human rights policy include valuing diversity, stakeholder and community engagement, ensuring human rights, freedom of association, workplace security, child labor laws, forced labor laws, work hours and normal wage and benefits, proper guidance and protection for reporting of employees and ensuring safe and healthy workplace. It is the responsibility of every employee in maintaining the harmony of the workplace and ensuring it is free from discrimination or harassment of any kind. In addition to all these, the company has a sustainability program that is not isolated just for preserving water. It is the food water energy nexus that is the concern of the future of the planet. The three are interrelated and interdependent; the prospect that must not be ignored if a complete sustainability has to be achieved (Koch, 2015). The company aims to not restrict their water stewardship program to the four walls of their organization but increasingly delve into agricultural activities and other activities and create awareness about use of water efficiently (coca-colacompany.com, 2015). Their program is intended at extending to water sources available domestically and making water, sanitation and hygiene a universal availability. The sustainable development goals of the company are to be agreed upon in the month of September later this year increasingly concentrating on the food-water-energy nexus. Devastating Impact on Water Resources The most recognizable brand while claiming to adhere to strict ethical standards and social responsibility has been in the news constantly for drinking the world dry. The coca-cola company, in its quest for water resources required for its plants has been reported to dehydrate the society by drying up farmers wells and thus impacting the local agricultural activities. The company has been accused of maintaining its clean sheet only through the multi-million dollar advertising capacity and strong brand image while seriously violating workers rights in countries such as Colombia, Russia, Guatemala and Russia. According to the company sources itself, they admit that without water it was impossible to run their business and that the entire company depended upon uninterrupted access to tons and tons of water. One liter of coca-cola requires the availability of three liters of water and the operations of the company has been accused of exacerbating water shortages in areas that are already suffering from decreasing rainfall and subsequent water shortages. In addition, the water extracted by the company is drawn towards the surface through various strata of rocks and during the course are contaminated heavily with foreign particles which according to analyses is very harmful to human beings. This makes the water unfit for production which is ignored by coke. Apart from production uses, the industry also requires huge quantities of water for cleaning and other purposes. This is particularly true in case of the Indian subcontinent where the company is vastly opposed by different community campai gns around various states. For instance, in the year 1999, the company set up a plant operation in Kaladera village in Rajasthan which is well known as the desert state of India. According to the villagers and farmers, this activity exacerbated an already precarious water situation. The entire area depended upon the scarce groundwater supply and setting up of the plant caused a severe decline in water level as the following years saw a ten meter decline in water level which was drastic. The accusations were met by the company by pointing out the various rain water harvest facilities established by them but again there were problems concerning the maintenance. In an another infamous case, the companys renewal of license was declined and protested by the village council of Plachimada in the southern state of Kerala, India in the year 2004 citing overuse and contamination of water resources in the area. Elsewhere, in El Salvador the exploiting of groundwater resources by the company has been an ongoing activity f or around twenty five years. Land and Soil Contamination Again, this problem has been most prominent in India where the communities living in and around the company plants and bottling enterprises experience devastating water shortages and environmental impact. The sludge-like waste by-product produced by the company were found to contain toxic levels of dangerous chemicals including lead and cadmium and this waste was provided by the company as fertilizer to the farmers. While coca-cola maintains that the product is harmless, farmers have been increasingly protesting against those waste being dumped in their agricultural fields. Contamination of the Product itself Accusations on Coca-Cola containing dangerous levels of pesticides have been around forever. In 2003, the CSE (Center for Science and Environment) tested the beverages produced by the company and found them to contain pesticide concentration thirty times larger than the allowed concentration by European Standards (Killercoke.org, 2013). In Indian agriculture, DDT, a pesticide is banned was also found in the drink. Accusations on pollution, water depletion, soil contamination and a subsequent result in decrease in fertility of their agricultural lands was made my Indian Ministers and farmers and Coca-Cola was even banned from cafeterias for a while. In addition, the purified tap water drink Dasani, during its launch, was found to contain bromates which are cancer causing agents and immediate recall ensued. Workers Right Violations Anti-union activities of Coca-cola were also increasingly documented. In an infamous case in Colombia, trade union leaders were reportedly tortured and murdered by paramilitaries who had links with the government. SINALTRAINAL, a main trade union of the company filed a complaint in USA in the year 2001 against the company and the bottling agency. The unions maintained that in addition to the murders in Colombia, many others were into hiding and have received death threats. Also, in Turkey, the company was sued on behalf of several truck drivers, trade unionists and their families for alleged workers rights violation. While Coca-cola maintains that the workers protests were illegal. The company has also been accused of dismissing workers who participated in strikes. In Guatemala there has been an ongoing struggle by workers against the company. Impact on Health As health concerns of people spur, the consumption of coke has decreased according to the company authorities. According to Wal-Mart, one of the largest retailers of the commodity the movement of coke has decreased than what it was a decade ago. With the all other healthy choices available drinking coke has decreased giving way to lots of water, juices and energy drinks. While the exact reasons for the epidemic of obesity in the U.S hasnt been known yet, people constantly associate it with soda and beverages like coke. Weight loss stories of people who quit drinking coke have inspired many. This reality was ignored by coke for a long while but they have to accept it now. Cultural shifts of a community dont happen all of a sudden. Coca-Cola took the symptoms lightly and now has witnessed a diet change that doesnt include guzzling of coke like water. The New England Journal of Medicine first reported a possible case of spermicidal effects of coke in the year 1985 which was proved two years later by researchers in China but did not have any effect. In 2010, according to a Danish study it was reported that a thirty percent decrease in sperm count could be noticed in men who drank more than thirty two ounces of coke daily. This was also reported as result of healthy food intake by cola drinkers while non coke drinkers ate more nutritious fruits and vegetables. Sixty four milligrams of caffeine is present in a twelve ounce bottle of coke. While caffeine is an ingredient people rely on to keep them active, the prolonged intake of caffeine can be harmful to health as it boosts heart rate and constricts blood flow in arteries and veins. The sugar intake done by consuming coke also has harmful effects on the body. The high sugar and calorie content are said to be responsible for obesity problems and diabetes. The artificial sweetener aspartame that is used in diet coke to reduce sugar intake have been proven to have neurological side effects. The phosphoric acid concentration in the beverages have been said to cause osteoporosis by destroying the bones and teeth. Coke products are also known to contain cancer causing agents. Currently, there are also law suits against the company for marketing their vitamin water as healthy while it was anything but. For reasons unknown, diet coke has also been associated with risk of stroke. Conclusion and Recommendation In conclusion, it is clear that the profitability and effectiveness of the company is well supported by the strong brand image, competitive position and market share. The companys strategy and tactics complement each other help the company stay ahead of competition with its prime rival PepsiCo. A comparative study based on the Porters five forces model reveals that the companys position is secured for the near future with absolutely no threat of new entrants or bargaining power of suppliers and buyers. The only concern of the company is the competition from PepsiCo which is a serious threat that the company needs to constantly look forward to. It has been going on for a century and is more likely to keep going and this requires coca-cola to be constantly ahead of its game. It was noted that the product diversification of PepsiCo is better than that of Coca-Cola which has its business solely concentrated on the beverages sector. Coca-cola needs to think more about diversifying too and project a unique brand image in all aspects of the business. In studying the social impact of the company, the company has a very clearly defined sustainability policy in place and has been thriving constantly to reduce their impact on environment, energy and climate and use of water resources. But at the same time, the company has also been in the central point of several controversies and accusations relating to using up of water resources, concentration of toxic chemicals and carcinogens in their product, contaminating the land and soil and for constantly violating workers rights. The company needs to be more vocal about its sustainability plans and demonstrate them to the authorities concerned. Another serious concern is the increasing health interest among people who think soda to be harmful to their health and are switching to healthier options like green tea, fresh fruit juices and drinking lots of water. The declining sales in the soft drinks sector is one key challenge the company needs to attend to. The U.S market, which is one of the primary markets of Coca-cola, the sales has been decreasing constantly over the years. People are on the look-out for healthier options that is low in calorie and also promote their health. In order to overcome this issue, the company needs to concentrate more on the healthy substitute options which are in vogue today more than the carbonated drinks which are viewed by majority as life threatening. The company can hence concentrate more on health and wellness. References Albanese, F. (2001). Merchandising and Licensing to Improve Brand Equity. The Coca-Cola Case. Emerging Issues in Management, (1). Andersson, E., Arvidsson, E. and Lindstrom, C. (2006). Coca-Cola or Pepsi; that is the Question - A study about different factors affecting consumer preferences. School of Management and Economics. 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