For The Coca-Cola Company's Dasani water brand, how should we weigh the environmental benefits of reducing plastic usage against potential decreases in product shelf life and increased production costs?

Introduction

The Coca-Cola Company's Dasani water brand faces a critical trade-off between reducing plastic usage and potential decreases in product shelf life and increased production costs. This scenario involves balancing environmental sustainability with product quality and economic viability. I'll analyze this trade-off by examining the product context, stakeholder impacts, metrics, and potential experiments to inform a strategic recommendation.

Step 1

Clarifying Questions (3 minutes)

• Based on recent market trends, I'm thinking sustainability might be a key driver for Dasani. Could you share more about Coca-Cola's current sustainability goals and how they relate to Dasani specifically?

Why it matters: Helps align our solution with broader company initiatives Expected answer: Ambitious plastic reduction targets set for next 5 years Impact on approach: Would prioritize more aggressive plastic reduction strategies

• Considering Dasani's market position, I'm curious about its current profit margins. Can you provide insight into how sensitive Dasani's profitability is to production cost increases?

Why it matters: Determines how much cost increase we can absorb Expected answer: Moderate margins with some room for increased costs Impact on approach: Would influence the extent of sustainable packaging changes

• Looking at consumer behavior, I'm wondering about the importance of shelf life to our target demographic. Do we have data on how often Dasani water is consumed immediately versus stored for later use?

Why it matters: Helps balance shelf life reduction against environmental benefits Expected answer: Mix of immediate consumption and short-term storage Impact on approach: Would inform packaging decisions based on usage patterns

• Regarding technical feasibility, I'm thinking about our current production capabilities. What alternative packaging technologies or materials have we already explored or implemented for Dasani?

Why it matters: Identifies potential solutions already in our pipeline Expected answer: Some biodegradable options tested, but not at scale Impact on approach: Would focus on scaling existing solutions vs. new innovations

• Considering project timeline, I'm curious about any upcoming regulatory changes. Are there any impending plastic regulations that might affect our decision-making process?

Why it matters: Ensures compliance and proactive adaptation Expected answer: Potential single-use plastic bans in key markets within 2 years Impact on approach: Would accelerate timeline for sustainable packaging transition