Running Head: CASE APPLICATION 1: TASTING SUCCESS 0
Case Application 1: Tasting Success
Scott Schneeloch
Centenary College
BUS1010 – Principles of Management
Professor George Repic
May 3, 2016
Which decisions in the story could be considered unstructured problems? Structured
problems?
Structured issue for Coke’s executives and managers are focusing on ambitious, long term
growth for the company – doubling the business by 2020. A big part in achieving this goal
is building up its “simply orange” juice business into a powerful global juice brand.
Unstructured that orange juice is one of the more complex applications of business
analytics. To continuously deliver on optimum blend given the challenges of nature
requires numerous decisions.
How does the Black Book help Coke’s managers and other employees in decision making?
An algorithm. It includes the detailed data about the more than 600 different flavors that
make up an orange and about customer preferences. The data is correlated to a profile of
each batch of raw juice. The algorithm determines how to then blend batches to match the
certain taste and consistency.
What does Coke’s big data have to do with its goals?
Simply put, because of big data, managers can measure, and hence know, radically more
about their businesses, and directly translate that knowledge into improved decision
making and performance.
What is revenue analytics? How can it help managers make better decisions?
Revenue Analytics is a Pricing and Revenue Management consulting firm, and is the