Enterprising Companies of the Year

REVIEW | GREENHOUSE

WWW.THEENTERPRISEWORLD.COM | AMERICAS EDITION | DECEMBER 2023

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6 Innovative Tools for Social Media Recruitment

Case Study How COCA-COLA Unbottled Brilliance to appease Masses?

ENTERPRISING Companies Of The Year

Upshot

TASMANIA: Experience Nature Like Never Before

DAWN CHRISTINE Owner Dawn Christine, Architect PLLC

CRAFTING ARCHITECTURAL EXPERIENCES WORTH REMEMBERING

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Follow Us On: For Editorial Concerns: editors@theentetpriseworld.com For Sales & Branding Enquiries: sales@theenterpriseworld.com For Subscription: info@theenterpriseworld.com Publisher The Enterprise World Creative Content Editor

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This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair.

We try to bring a perfect platform for business organization to showcase their valued products/ services.

Copyrights © The Enterprise World | 2019. All Rights Reserved. The images and content included in this magazine should not be copied, transferred or reproduced in any form or by any means, electronics, mechanical, photocopying, recording, otherwise, without proper permission from The Enterprise World.

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From pioneering sustainable practices to revolutionising technologies, these forward-thinking organizations not only respond to evolving needs but actively shape the trajectory of tomorrow.

Their impact resonates beyond profit margins, influencing societal progress and contributing to a future defined by progress and ingenuity.

Featuring for The Enterprise World’s this issue of Enterprising Companies of the Year are the stories of such companies.

For the cover read about Dawn Christine, Architect PLLC is a 360-degree architectural service firm. From the initial design concept and interior design to engineering construction drawings, the firm brings your vision to life through its completely functional design analysis.

Through its computerized 3D visualization, the interior and exterior building designs can be seen and virtually experienced. This approach empowers the clients and helps them make good design decisions early on in the process. An additional benefit of computer visualization is that it helps maximize the design and budget of the client.

Dawn Christine, Architect PLLC, focuses on projects where the client wants to take the 'out of the box' route for their projects. That includes projects focusing on the artistry of architecture together with the traditional form and function. Currently, the firm continues to expand beyond North Carolina and into Florida and Virginia, where Dawn has active architectural licenses.

Moreover, it is constantly improving its products and services and taking the design deliverables to another level from standard “plans and elevations” to 3-dimensional digital deliverables like animations and perspectives. Showcasing its commitment, the firm will continue to improve the photorealism of its deliverables and ultimately move to virtual reality presentation.

Shalmali Shalmali W.

From Editor’s Desk

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nterprising companies are at the forefront of shaping tomorrow, wielding innovation as a powerful tool to influence the future landscape. These visionary entities leverage creativity, technology, and strategic thinking to drive advancements across industries.

By embracing risk, adapting to change, and fostering a culture of continuous improvement, enterprising companies pave the way for transformative shifts.

CONTENTS

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Dawn Christine, Architect PLLC

UPSHOT

Tasmania: Experience Nature Like Never Before

How Coca-Cola Unbottled Brilliance to appease Masses?

20 CASE STUDY

28 REWIEW

gREENHOUSE

38 Article

6 Innovative Tools for Social Media Recruitment

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DAWN CHRISTINE,

ARCHITECT PLLC CRAFTING ARCHITECTURAL EXPERIENCES WORTH REMEMBERING DAWN CHRISTINE | OWNER

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The Eiffel Towers and Burj Khalifas of the world would not have the celebrity status they have today without someone drawing them on a piece of paper first. Fast forward, and the mere drawings are now buildings admired by hundreds and thousands of people globally, as some spend their hardearned money for a chance to admire them closely.

But why do only a handful of buildings garner this mass appeal while others fail? One of the primary reasons for this is their architectural brilliance.

One does not have to understand architectural technicalities to see they are beautiful. It all eventually boils down to how these spaces make you feel, whether through their interior or exterior.

Experiential architecture is an architectural sub-type that focuses precisely on this aspect—Experience.

In this process, every building design is from the perspective of experiencing the space and form. Dawn Christine, CEO of Dawn Christine, Architect PLLC, is an expert in experiential architecture. With a master's in architecture from North Carolina State University, she is one of the most inspiring business leaders you should be aware of in 2023.

construction drawings, the firm brings your vision to life through its completely functional design analysis.

Through its computerized 3D visualization, the interior and exterior building designs can be seen and virtually experienced. This approach empowers the clients and helps them make good design decisions early on in the process. An additional benefit of computer visualization is that it helps maximize the design and budget of the client.

Choosing Faith over Fear Dawn is a woman of faith, so when her fear rears its ugly head, her faith stands strong and rejects the lies that fear has to offer.

At the University of Florida, Dawn renamed Architecture to Archi-Torture due to its grueling nature, where anyone pursuing it would hardly get any sleep. She would work day and night in the design studio, not leaving until she was exhausted from building models. At one point, she even injured herself once while cutting the chipboard.

In her adulthood, Dawn was impacted significantly by the creative passion, discipline, and commitment she developed through extra-curricular activities from her youth. Throughout the years, she has learned that motivation and commitment should come from the child, not just parents.

From Concepts to Reality

Coming back to the architectural profession, she says, not only is the field challenging overall, but some difficulties are also created due to its male-dominated nature. Although the scenario is changing as more women enter the field, numerous other challenges still remain.

Dawn Christine, Architect PLLC is a 360-degree architectural service firm.

From the initial design concept and interior design to engineering

These challenges range from a lack of respect from men in the construction industry to dealing with men who resist taking direction from women and

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trusting their expertise.

As a result, it can take quite some time for a woman to build trust and common ground with the men in the construction industry.

However, Dawn has no doubt that with the effort from both sides, one can achieve fantastic results. In the architectural industry, no matter the architectural project, problem-solving skills are essential at every level. Those who create the synergies can also raise their performance levels.

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I don’t believe there is a perfect path, but there is YOUR path. Choose wisely and pursue wholeheartedly. Everything looks easy until you try it - Dawn Christine.

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Her challenges did not stop there.

Dawn got married at the age of 21 and had her firstborn son at 22. Between undergraduate school at the University of Florida and Graduate School at NC State, she gave birth to a baby and took a break from school.

Having such a break can be a huge detriment for a career-oriented woman, even more so for a woman with children.

Fortunately for Dawn, the professional absence did not negatively impact her. On the other hand, during her break, she started her own art business called Crossworks.

At the time, the only Christian artwork on the market were realistic pictures of Jesus, the disciples, or Mary.

Continuing on the path of Arts, Dawn wanted to create a line of Modern Christian artwork that was abstract, light, and airy. She crafted most of these artworks with soft pastels, purchased a scanner and high-quality photo printer, and began selling her original art prints.

Juggling between two professions, Dawn reached a point where she had to choose between art business and finishing her architectural degree. She eventually picked the latter and dedicated 100% of her efforts to the field of Architecture. In 2001, Dawn completed her degree from NC State and worked as a part-time intern for 15 years. Skip to 2014, she finished her last licensing exam and became a Registered Architect.

Today, Dawn hopes to inspire other men/women/teens/or young professionals to choose a path, commit unswervingly, and progress through challenges.

“I don’t believe there is a perfect path, but there is YOUR path. Choose wisely and pursue wholeheartedly.

Everything looks easy until you try it” - Dawn Christine.

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Not Confined to Metrics Dawn says the financial rewards and company growth are just natural outcomes of good leadership and does not extensively study the metrics or income numbers and financial growth. She measures her success with the number of award-winning projects, places where the firm was published, the number of happy clients, and the overall satisfaction from creating a team of hard-working people who have fun along the way.

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it is designed from the inside out. Most architects design the form and then consider how the space fits inside the form.

When Dawn is generating a concept for a project, she is thinking about what each client needs and how they will experience the architecture as they move from one space to the next, not just physically, but visually as well. She layers each perspective on top of the next and essentially builds a multifaceted 3-dimensional canvas that God-Willing Success inspires and evokes emotion. As a result, the home becomes a series of Dawn primarily credits her success to her places that offer an invitation to belief in the God of the Bible, who set her embrace both the sacred and the feet on Solid ground. common moments in time. This is what experiential architecture is all about.

“Colossians 4:23 says 23 Whatever you do, work at it with all your heart, as Out-of-the-Box Thinking working for the Lord, not for human masters, 24 since you know that you will Dawn Christine, Architect PLLC, receive an inheritance from the Lord as a focuses on projects where the client reward. Work diligently. Work for wants to take the 'out of the box' route something that is higher than yourself.” for their projects. That includes projects focusing on the artistry of architecture Her dad always said that how you handle together with the traditional form and your failure will determine your success. function. Currently, the firm continues When challenges eventually arise, she is to expand beyond North Carolina and confident in her knowledge that no matter into Florida and Virginia, where Dawn what happens, all things (good and bad) has active architectural licenses. will work in her favor in the long run.

Moreover, it is constantly improving its Romans 8:28 “All things work together products and services and taking the for good to those who love God and are design deliverables to another level called according to his purpose.” from standard “plans and elevations” to 3-dimensional digital deliverables like Trials can make you better or bitter, says animations and perspectives.

Dawn. It is how you perceive the Showcasing its commitment, the firm challenges that promote success. Most will continue to improve the successful people are made successful photorealism of its deliverables and through trials and not because things are ultimately move to virtual reality easy. While it is easy to have a positive presentation. outlook and lead people when things are in your favor, the real test is the Connecting the Business Components challenging times.

The entrepreneurial responsibilities are Creating Worthwhile Experiences extensive. While these responsibilities are directed toward the client first, it is Dawn is an experiential architect. An also vital for an entrepreneur to work experiential architect designs a building together as a team with staff and from the perspective of how you employees on every project. “experience” space and form. Essentially,

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Going beyond, an entrepreneur must coordinate with the engineers and contractors who fine-tune the technical aspects. Ultimately, the job requires an entrepreneur to orchestrate all the components of practice, business, and personal time by creating synergies with everyone involved.

These synergies create success on numerous levels. That includes keeping the staff engaged and excited, promoting a unified technical team with the engineers and contractors, and managing client expectations. In addition, establishing deadlines, budgets, and work-life balance is also imperative to creating a healthy and thriving working environment.

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with her professional and personal life and utilized every inch of her home office.

Dawn had no answer to these questions. However, one day during her commute to work, a song crossed her mind. It was called “Walk on Water” by Britt Nicole, and it went something like this:

It was only a matter of time before she needed a proper office. The firm was growing, and Dawn wanted to obtain a space in downtown Cary, the seventhlargest municipality in North Carolina.

Dawn says she would have loved to work with the other firms and their fantastic projects, but had to prioritize her motherly duties. As it turned out, the firm she chose to work for was perfect for getting an adaptive and flexible schedule. As her children got older and became independent, Dawn's career began to feel restless. Confident in her abilities and in conducting successful projects, she decided to step out on her own in the world of architecture.

For Dawn, leaving the comfort and stability of the job was not easy, especially being a single mother and the sole provider and caregiver. She faced a lot of fear in her heart and mind. The doubt started to arise:

Dawn wept as she listened to the song.

It became clear to her that she needed a leap of faith, and so she did. Dawn notified the architect she was working with that she had decided to enter a world of the unknown.

“How in the world are you going to do this? If you fail, you will end up on the street. How are you going to have the energy and fortitude to start a business from the ground up while taking care

Trusting her gut, she started her first architectural firm in her own house. It felt remarkable for Dawn how quickly she became busy and hired interns to help her. She struck a delicate balance

Before starting her professional journey, Dawn worked under the guidance of female architect Meg McLaurin for 15 years. She had two more children during that period and maintained a part-time schedule.

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of a home and raising kids? How are you going to pay for everything? “

“You look around It's staring back at you Another wave of doubt Will it pull you under You wonder What if I'm overtaken What if I never make it What if no one's there?

Will you hear my prayer?

When you take that first step Into the unknown You know that He won't let you go So what are you waiting for?

What do you have to lose?

Your insecurities, they try to alter you You know you're made for more So don't be afraid to move Your faith is all It takes in you You can walk on the water too So get out and let your fear fall to the ground No time to waste Don't wait Don't you turn around and miss out Everything you were made for I know you're not sure So you play it safe Try to run away If you take that first step Into the unknown He won't let you go”

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Several months of place-hunting had passed, yet nothing was clicking. One day, through a referral from a friend, Dawn was introduced to a man who offered her a fantastic office space right in the downtown Cary , and she took that opportunity. Today, it remains the official location of the firm.

Key Architectural Accolades The firm received recognition for several architectural achievements in over 19 articles. One of its recent achievements was hosting a film crew Mavinga Productions LLC. The crew utilized the office to shoot some parts of the film. Not just that, Dawn and one of her employees, Becky Kelly, also made cameos in the movie.

Enabling a Strong yet Healthy Environment One pattern Dawn notices specifically in the Architecture industry is the demand for long hours. Typically, the better the design firm or the project, the more demanding your life becomes. She truly believes in the need for our society to create a better worklife balance for everyone involved.

Healthy people create strong yet healthy businesses. According to Dawn, a strong and healthy family is the backbone of a strong community and nation. She emphasizes that the negative mindset toward parents who need time off for family activities, caring for children, and taking care of themselves needs to shift.

In her firm, Dawn treats her employees with respect. She sees them as friends with families who have a life outside of work.

She enables a working environment that keeps the priorities of people in the correct order. Moreover, she easily becomes friends with the clients thanks to her down-

to-earth approach and genuine concern for them and their projects.

“Faith, Family, Friends, and career.

With this approach, we are able to create fresh and fantastic designs because the team isn’t overworked and underappreciated.” –Dawn Christine Rapid Fire Q&A Session (This can be designed separately) 1. Can you tell us which your favorite book is? And your favorite part of the book (if any)?

I love the bible. It is deep enough for a scholar to drown in and shallow enough for a little child to indulge in.

I actually love how Walt Disney came up with the concept for his business. He had humble beginnings and a genuine desire to create something fantastic for people. He created not just a theme park, but a complete experience well thought out from arrival to activities in the park, and departure.

4. Which is the most inspiring quote you have read?

“The flower that blooms in adversity is the rarest and most beautiful of all.” Walt Disney 5. It is a rat race out there. How do you cope with that?

Balance.

Each detail is carefully crafted and cared for. This is exactly how I approach architectural design. I approach it from the perspective of crafting an entire experience from beginning to end, from inside to outside, not just a building.

2. Which person do you admire the most?

What was the point that triggered the Growth of the firm?

Jesus. He saw the raw, unfiltered reality of the human heart and still chose to love and care for people.

3. Whose business story do you find the most inspiring?

I went to a conference in NYC that inspired me and there I gained confidence in building the firm from a business perspective rather than the design side.

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asmania, an island state of Australia, is located 240 kilometers to the south of the Australian mainland. It is separated by the Bass Strait, with the archipelago, containing the southernmost part of the country. It accommodates the surrounding 1000 islands and is the 26th largest island in the world. It is Australia's least populated state with a population of 5,69,825 residents as of December 2021. It constitutes a southern extension of the Great Dividing Range. The state owes its name to the Dutch explorernavigator Abel Janszoon Tasman, who became the first European to discover the island in 1642.

Till 1856, the island was known as Van Diemen's Land, named for Anthony Van Diemen, the governor of the Dutch East Indies who had sent Tasman on his voyage of exploration. An alternative settlement was established by Capt. David Collins at a distance of 5 km to the south in 1804 in Sullivans Cove to the western side of Derwent, where the freshwater is available in abundance. This settlement became known as Hobart Town, later shortened as Hobart, which was named after the British Colonial Secretary of that time Lord Hobart.

At least, one-fifth of Tasmania is a World Heritage Area. The area which covers 1.58 million hectares includes national parks, marine, and forest reserves. So it is safe to say that 20% of it is a World Heritage Area that extends far South to the Cradle Mountain in the west. Many of the remote destinations that are untouched or unspoiled are accessible only by foot.

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Experience Nature Like Never Before

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Culture: Shell stringing is a cultural practice in Tasmania. It comprises collecting, preparing, and stringing shells to make necklaces and bracelets by Tasmanian Aboriginal women. This skill and knowledge is passed from mothers to grandmothers to their daughters and granddaughters. It helps to maintain an important link between traditional and contemporary Aboriginal life.

Neckace-making is one of the most significant cultural traditions of Tasmanian Aboriginal women. A tradition as ancient as it has continued without interruption before the European colonization in 1803. Whereas colonization disrupted or destroyed so much of its Aboriginal life and heritage, necklacemaking has not only continued but evolved.

Famous foods: Tasmania is famous for its foods and fresh produce too.

The high-quality food and wine are literally at your doorstep when you're there. If you're a food enthusiast and one who is excited about trying out new delicacies this is the perfect place for you. From scallop pies to wine and some of the best freshly shucked oysters, there is plenty to eat and drink. If you're lucky enough to visit the aesthetic state of Tasmania, you cannot ignore the dishes and produce the island has to offer.

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Wild abalone and lobster: Tasmania is well-known for its marine life and great fishing. It is one of the world's top suppliers of wild abalone and lobster. Apart from having the cleanest air in the world, it also enjoys the throne of the world's last remaining unspoiled marine environments. Without a doubt, it is the wild abalone and lobster that thrive on Tassie's coastline. This seafood is recognized as some of the best in the world.

Black truffles: Ever since the first black truffle was discovered in northern Tasmania in 1999, the island has emerged as one of the bigger producers of this delicacy. France isn't the only country known for truffles. The black truffles available here are also famous as much as in France. Detection of the same might be different, but the exposure is almost the same.

Farmed salmon: The Atlantic Salmon is the salmon of choice for many chefs not just in Tassie, but around Australia and, indeed the rest of the world. The crystal clear and pollution-free water is just perfect for breeding topquality salmon. The fact is that it's rich in omega-3 fatty acids, vitamins and minerals. It means it tastes good, and is healthy for you too, a rare combo, isn't it?

Premium fresh fruits and vegetables: You will hardly find a better place for fresh fruits and vegetables anywhere else in the world. Whether you like to buy fresh fruits and vegetables from the supermarket, fresh farmers' produce is a scene you can't find anywhere else in the world. The perfect environment, ideal climate, and passionate farmers are some of the key reasons why the state is so loved for its amazing, fresh, and premium fruits and vegetables.

Leatherwood honey: Leatherwood honey may not be as sweet as the other ones, but this is thick, creamy, and amber-yellow, with a unique flavor and pungency. The rainforests in the western part of the island enjoy plenty of rainfall. It results in the humongous growth of leatherwood trees, which give plenty of honey to produce in huge quantities.

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Places to Visit in Tasmania: The island has a whole lot of tourist attractions. Greenery, nature, and clean air are the highlights of the island state.

Bruny Island: The Bruny Island is a popular spot for a day trip from the city for foodies and nature buffs. The island lies across the D'Entrecasteaux Channel from the seaside town of Kettering. It's famous for its flavorsome foods such as handmade chocolates, local berries, artisan cheeses, and succulent seafood.

Tasman National Park: Nature lovers will have a good time here, especially people who love solitude. An extremely good way to replenish your energy levels. This park protects the most incredible coastal scenery. The wind-lashed Tasman peninsula is 56 kilometers east of Hobart. You get to experience the raw beauty of nature here.

Three Capes Track: This four-day, three-night hike, is suitable for all kinds of hikers, even children. It's one of the best things to do in Tasmania, during the Spring season. Hard-core hikers can also bear the hiking during winter if they are dressed appropriately.

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Salamanca Place: At, Salamanca place there are adoringly restored sandstone buildings, and is a tourist hub in the heart of Hobart's historic waterfront.

Built by convicts between 1835 and 1860, these beautiful Georgian buildings were once warehouses along the commercial center of old Hobart. Today, there are house art galleries, cafes, restaurants, shops, etc.

Cataract Gorge, Launceston: A mere 15-minute leisurely walk along the river from Launceston's city center, the wild and romantic Cataract Gorge is a deep chasm carved over many centuries by the South Esk River. Sharp walking paths, built in 1890 cut into the cliff face on both sides of the gorge, offering heart-stopping views of the river far below.

Fascinating Facts about Tasmania Ÿ Tasmania is the world's 26th largest island and it has the world's cleanest air. Ÿ It was first “discovered” on November 24, 1642, by Abel Tasman. Ÿ More than 20% of the island is Tasmanian Wilderness World Heritage Area Ÿ Hobart is the capital city of Tasmania, the second driest capital city in Australia. Ÿ It has the oldest trees in the world and has dense rainforests.

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Case Study

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Which drink do you prefer with pizza and burgers, Pepsi or Coca-Cola? It is a usual thing to find Coca-Cola bottles in nearby grocery shops. If you enjoy watching sports, then it is obvious to notice Coca-Cola ads. Have you ever thought about how this brand became so huge and grew as one of your household names? In this article, you will read about the successful journey of one of the world’s leading beverage brands, Coca-Cola.

without making efforts to run many independent bottling facilities.

Learning from Mistakes The brand’s products have undergone some transformations driven by necessity. Some of them were supposed to reduce product costs and increase market share.

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Alternative to Morphine John Pemberton, who was injured during the American Civil War, is considered to be the man behind the brand. Pemberton, who had a medical degree, was also addicted to morphine and wanted to find some alternative to it. Soon in 1885, he registered Pemberton’s French Wine Coca as a nerve tonic. It was inspired by FrenchCorsican Wine Coca.

The Kola Coca, a Spanish drink, was represented in a contest at Philadelphia in 1885, exactly one year before the discovery of Coca-Cola. In 1888, there were three versions of Coca-Cola in the market. Later in 1953, the company purchased the rights to this Spanish drink. The brand wanted to be recognized by its original name rather than ‘Coke’. Moreover, it wished not to get confused with other non-healthy drinks. In 1894, the first bottling of the drink was started at Vicksburg, Mississippi, whose proprietor was Joseph A. Biedenharn.

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The Coca-Cola System The wide acknowledgment and spread of the brand Coca-Cola were given credit to its unique franchise distribution system known as ‘The Coca-Cola System’. The system has been operating since 1889, and the brand generates concentrated syrup which is depleted into a variety of bottles around the world. This strategy helped the company maintain control over the secret recipe of the brand

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Removal of Cocaine: During the 19th century when opium and caffeine were perfectly legal in the market, Coca-Cola used to contain small quantities of cocaine in it.

Due to public pressure, it took gradual steps to eliminate sources of cocaine from its products.

New Coke: Despite its massive success, Coca-Cola decided to change the formula of its product in response to the huge popularity of its biggest competitor, Pepsi.

Soon, ‘New Coke’ was launched in the market when the company anticipated that people would prefer the sweeter taste of Pepsi.

The product was a massive failure since the company underestimated the customer bond with its original product. Within 79 days, the company had to revert to its original product.

Zero Sugar: The company vowed to stick to its original product but change its recipe and packaging due to its zero sugar version. It was an optimization of flavors and existing ingredients.

Sweetener changed to high fructose corn syrup: Due to the high production of sugarcane, its prices dropped significantly. To reduce production costs, the company replaced sweeteners with high fructose syrups.

Recipe and flavor variations: The company introduced new flavors in addition to its classic CocaCola. Due to high caffeine and sugar content, some people avoided using classic Coca-Cola and preferred another product like Sprite, Maaza, etc.

Potential Growth The company has drafted a plan to execute in the upcoming years to spur additional growth. It will guide the company in reshifting its efforts towards more efficient actions. The plan includes: •

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Focus on developing markets: The world’s major population is concentrated in the developing market, and Coca-Cola found a golden opportunity to shift its marketing there. It made brand diversification and created a strong foothold globally.

Brand portfolio optimization: The company has consolidated other products to balance its portfolio. It will be easier to focus on particular brands and spread across the world.

Brand building: With the help of resource allocation, the company delivers world-class targeted marketing.

Innovation: Coca-Cola wants to attract new customers to drink its beverages, hence its goal is to increase the frequency. The company brings more trial products and projects to raise innovation.

Revenue Growth Management: The company is planning to place focus on areas with potential growth with the help of data and digital tools. It will help to target specific consumers and address appropriate product lines.

Digital Transformation: Coca-Cola is undergoing a digital transformation to operate the organization more productively. It is leveraging data-driven decisionmaking.

Coca-Cola: A Household Name The company’s success has been mostly driven by its innovative ways of advertising and marketing campaigns.

It was the 6th most powerful brand in 2020. Its advertising budget increased

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The exclusive thing about Coca-Cola was that from the beginning, it tried to bring human connection through its ads. The company emphasizes making people feel their identity is associated with the product. Its celebrity endorsements have targeted a vast group of customers. Its endorsements included Ray Charles, Aretha Franklin, Magic Johnson, and Elvis Presley. It made the company an outstanding part of local culture which has skillfully attached the country’s history, music, movies, etc., and Coca-Cola became a household name.

Inevitable Part of the Food and Beverage Industry Coca-Cola is popular for its key products Diet Coke and Coca-Cola. It owns 500 different individual brands worldwide. Along with owning these brands, the company successfully built strategic partnerships that helped it to grow exponentially. The list of successful partners includes McDonald’s, Subway, Domino’s Pizza, Burger King, etc. Furthermore, it has made partnerships with numerous venues around the world like stadiums, movie theaters, concert halls, etc. The company has been part of sponsorship programs for the Olympic Games.

concerns leading to type 2 diabetes and obesity. According to WHO, an adult should consume only 6 tsp of sugar every day; however, 1.5 cups of Coca-Cola contain twice the sugar. Due to this, the company has received a lot of criticism and negative attention.

It has been recognized globally as the single producer of plastic waste.

Without a plastic disposal strategy, most of its plastic goes into the ocean and creates environmental disasters.

The company started redesigning its bottle to use fewer plastics to reduce the amount of plastic used during the production process. Recently, it introduced a ‘Plant Bottle’ made from plant-based materials.

Social Media Powerhouse Coca-Cola has millions of followers across the world, making it a social media powerhouse. The company leverages the social media platform to create awareness about the brand and strengthen personalized relationships with customers. In 2018, it committed to becoming the most optimistic brand on social media. Consumers appreciated this approach and embraced the transformation.

While having a powerful marketing team, it leveraged its millions of followers to create content on its behalf. By using creative hashtags (for example, the #shareacoke campaign) for the brand, it encouraged customers to post CocaCola-themed posts. Its social media performance is as follows: •

Largest Producer of Plastic The brand has been part of serious controversies and faced major criticism despite being one of the most successful brands in the world. Being a sugary drink, there were a few health

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The company’s website is ranked 10th among the “Food & Beverages Category” and receives 1.8 million daily visitors.

8% of the total traffic comes from YouTube, which features promotional videos on the channel.

Coca-Cola

tenfold in the last five years. This is how the company tries to maintain pressure on its competitors. Today, it is making ten percent of its total revenue on advertising and marketing. It includes approximately $4 billion on social media promotions, commercials, sponsorships, and print advertisements. In 1894, the first outdoor wall advertisement to promote the drink was painted in Cartersville, Georgia.

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The LinkedIn account has 6 million followers and regularly posts company updates for the business community.

There are 3.3 million followers on its Twitter account, which consists of 300,000 tweets.

The Instagram account boasts 2.8 million followers and promotes short stories about the brand.

With a staggering 105 million followers, the Facebook account ranks as the 5th most followed account on the social media platform.

Key Takeaways: Here are some key takeaways from the case study of Coca-Cola: •

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The company’s long-term strategic plan includes focusing on developing countries to leverage their population and their needs. Consumer beverages have huge growth potential, which may revamp their operational network.

Its advertising approach addressed human connections to bring more innovation and creativity to the world of advertising.

Despite being criticized for having negative impacts on health and the environment, Coca-Cola continues to grow into the world’s number-one brand in the beverage category.

The secret of its success lies in cracking strategic partnerships with successful brands and expanding its business all over the world.

Within a few times, Coca-Cola was identified as an American icon by inserting its products into movies and television services. It became part of local culture and grew as a household name.

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Greenhous Greenhous Product Product Review 38 | December 2023

Establishment Year: 2012 Founder: Daniel Chait Headquartered: New York City No. of Employees: 501 to 1000 employees Website: https://www.greenhouse.com/

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Overview: Greenhouse is a candidate hiring software. It guides organizations to implement hassle-free hiring processes. A software that is designed to make the hiring process simpler. A non-biased platform makes the process more fair and equitable for every candidate. It provides an opportunity for potential candidates to an organization. All people-first companies are on the constant lookout for deserving candidates. The software helps organizations to attract, hire, and on-board top talent.

The process is made a lot easier and the right candidates for the job are discovered. It tracks the right candidates for an organization, so it is of course time-saving and brings efficiency into the hiring process. The platform offers various products and services for candidates and organizations to get noticed and notified of job postings.

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Pros and Cons: Greenhouse has a proactive approach to helping organizations to hire candidates. The platform is reliable when it comes to remote recruiting, social media recruiting, and much more. It is the right applicant tracking software that guides hiring managers to meet candidates

PROS

CONS

Well-aligned Decision Making Features

UI can be better

Candidates like the way the platform works

All candidates cannot be seen in a single pipeline

Quick response by customer support

Candidate search via data functionality can be improved

Value for Money

Page loading times can be optimized

Core Features: Greenhouse features help organizations to set up a considerate interview process. Employers can easily obtain potential employees' information and automate the process of outreach. A special feature wherein the candidates have the facility to pre-record the correct pronunciation of their names. It also helps to indicate their pronouns so the hiring team gets it right, and the candidate feels recognized.

Greenhouse promotes itself as a people-first employer brand. It automates surveys to measure candidate experience, manages data from in-person interviews with candidates, and provides liberty to candidates to selfschedule their interview timings.

Greenhouse Plans: •

who are fit for the job. The talent acquisition industry has been open to adopting applicant-tracking software.

According to experts, it is showing gradual growth in the industry. So, it is proved that it is well-accepted by many organizations. Let us dive deep into its pros and cons to see the reason for this acceptance:

Essential Plan: The essential plan of Greenhouse software includes applicant tracking, structured hiring, team collaboration, multichannel sourcing, mobile app, core reports, candidate experience, etc. However, the essential plan comes with some restrictions.

Features like advanced data configuration, single signon, and advanced career page configurations are not included in this plan. So the essential plan is useful for small-scale businesses and individuals.

40 | December 2023

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Advanced Plan: The advanced plan includes everything that is included in the essential plan. Plus it offers some enticing features like hosting 10+ online events regarding hiring, a dedicated single sign-in, higher data configuration, and custom reports that help to track the candidates’ profiles.

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Expert Plan: In the expert plan, all features of the essential and advanced plans are included.

Additionally, expert data configuration, developer sandbox, and BI connector, these features are offered too. With these features offered, the candidates and the hiring organizations find it easy to locate each other.

Various candidates from diverse backgrounds and different fields are found on the platform which helps the candidates to start the “getting hired” process faster.

Customer Reviews: A lot of startups and established business organizations are using Greenhouse software. Each one has a different review of the hiring software. Some customers are happy about the quick response of their customer service team while some are a bit concerned about the UI of the platform. Let’s read some more reviews here:

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Easy to navigate, even easier to customize and optimize: I found Greenhouse very versatile. If you conduct highvolume recruitments, you can utilize templates and make copies of previous requisitions to streamline what could be a very administrative process. At the same time, Greenhouse has awesome features for creating a personalized candidate experience, and I've had candidates share that they love the DEIB features (voice pronunciation recording, pronouns, and more!).

Greenhouse continues to implement new features that streamline existing manual processes I followed, I like the new 24-hour interview reminder!

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Great ATS System: I like how easy the greenhouse is to use. It allows me to easily manage my positions and candidates. I can set reminders to follow up with candidates and easily keep track of where candidates are in the interview process with the "Pipeline" tab on roles.

Greenhouse also makes it easy to find and pull data for all different parts of the process from time in stage to passthrough rates. It allows you to build custom reports and save them making it easy to keep track of any data you may need. I would recommend Greenhouse to other companies as their ATS tool as it is something that has worked very well for myself and our recruiting team.

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SOCIAL MEDI SOCIAL MEDIA

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44 | December 2023

Innovative Tools for Social Media Recruitmen

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