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Coca cola has been in operation for long and effecting change is much challenging to diversity from carbonated drinks which it has been promoting over the years. Change come along with challenges as there are resistance being experienced. The decision by the board of directors to recall former executive Neville Isdell out of retirement in 2001 after having worked with company for 35 years. The main aim of it changes is to diversify its product line to fruit juice and other form of beverages with an aim to be competitive in the market which have been changing over the years which has been threatening the dominance of coca cola in the market.

Some of the notable changes which Neville Isdell wants to achieve are to acquire new brands and introduce new innovative and competitive brands which would change the company operations. He is tasked with the duty of acquiring new brands as Pepsi did with an aim of diversifying its market. However, in mode of diversifications Neville Isdell opted to diversify in the line of beverages such as mineral water, fruit juice and other forms of beverages. The introduction of Coca Cola Blak which is coffee flavored coke and envigar which is a carbonated green tea are doing much better in the market as customers would prefer to take such beverages than the normal tea and coffee.  

Use of innovative brands will help the company increase on its sales volume to boosts its sales to survive in the market and maintain its leadership in production of beverages. The challenges being faced is that it is trying to penetrate in market of other beverages which are already in existence in the market. However, because of its experience in production of carbonated beverages it has enables it to come up with unique products such as carbonated coffee or tea.

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