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WWW.THEENTERPRISEWORLD.COM | APAC EDITION | NOVEMBER 2023
Influential Business
LEADERS To Watch Out For.
UPSHOT Exploring the Wonders of a Central American Gem Costa Rica
CASE STUDY How Coca-Cola Unbottled Brilliance to appease Masses?
NARI KATGARA Country Development Manager
Leading
JEENA & COMPANY
A LEGACY OF LOGISTICS EXCELLENCE
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From Editor’s Desk
The Titans of Tomorrow! Dear Readers, It is with great pleasure and excitement that we present to you the latest issue of our magazine, dedicated to unveiling the titans of tomorrow, the “Most Influential Business Leaders to Watch out For.” In this edition, we delve into the dynamic landscape of global business, shining a spotlight on individuals whose innovative strategies, vision, and leadership have not only shaped industries but are also poised to redefine the future. As we navigate through the pages of this issue, you will encounter profiles of business leaders who have distinguished themselves through their unparalleled achievements, resilience in the face of challenges, and unwavering commitment to excellence. From seasoned veterans who continue to revolutionize traditional sectors to young disruptors challenging the status quo, the diversity of talent and expertise showcased here is a testament to the vibrant tapestry of leadership in today’s business world. One of the key themes that emerge from our interviews and analyses is the significance of adaptability and innovation. The ever-evolving nature of the global economy demands leaders who can navigate uncertainty, embrace change, and drive innovation. The individuals featured in this issue have not only met these challenges head-on but have also emerged as trailblazers in their respective fields. Furthermore, we explore the impact of technology on business leadership, examining how digital transformation and artificial intelligence are reshaping industries. The intersection of technology and leadership has given rise to a new breed of business leaders who harness the power of data, analytics, and connectivity to drive organizational success. On the cover of this issue, we have featured Nari Katgara (Country Development Manager) at Jeena & Company. As part of the 5th generation of the family, Nari is one of the significant driving forces behind Jeena’s international expansion. As a country development manager, the organization has seen remarkable success under his astute leadership. In the special profile section, we have featured the story of Laura Brandao (CEO of Lighthouse Lending Capital). Happy Reading!
Utkarsh D.
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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. The Enterprise World solely owns all the reprint rights.
On the cover of this issue, we have featured Nari Katgara (Country Development Manager at Jeena & Company). As part of the 5th generation of the family, Nari is one of the significant driving forces behind Jeena’s international expansion. As a country development manager, the organization has seen remarkable success under his astute leadership. Nari’s journey has been a constant learning experience. He attributes his knowledge to the guidance of the best leaders in logistics, including his father and uncles. “The more we are exposed to practical situations, the more adept we become at handling operational issues,” he says. Logistics and supply chain management are complex fields, requiring continuous learning and adaptation. Nari’s tenure at Jeena Global allowed him to apply his knowledge effectively, and he looks back on his journey with gratitude. His work combines customer retention with new acquisitions. However, his responsibilities extend beyond customer relations. Nari conducts industry research and manages operations, sales, and finance remotely. This multifaceted role is a significant achievement, and it underscores his commitment to the company’s success. In the special profile section, we have featured the story of Laura Brandao (CEO of Lighthouse Lending Capital). Laura Brandao is a staunch supporter of diversity, inclusion, and equity in the business world. A career spent advocating equal access to financial programs for women, minorities and disadvantaged people has brought Laura to the intersection of passion and obsession. Whether it is buying a home or starting a business, she has fought for equal financial access and opportunity for all.
LEADERS IN SPOTLIGHT
For the cover read about-
CONTENTS
12
Nari Katgara
Exploring the Wonders of a Central American Gem Costa Rica
UPSHOT
22 Exclusive profile
Laura Brandao
How Coca-Cola Unbottled Brilliance to appease Masses?
32 CASE STUDY
42
NARIKATGAR
LEADING A LEGACY OF LOGISTICS EXCELLE
JEENA & COMPANY Country Development Manager
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ENCE
Cover Story
RA
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L Legacy companies are the ones that have stood the test of time. Jeena & Company is one such organization that has been standing tall since 1900 and is a renowned name in the logistics and supply chain industry. Nari Katgara, part of the 5th generation of the family, is one of the significant driving forces behind Jeena’s international expansion. As a country development manager, the organization has seen remarkable success under his astute leadership. Let’s delve into the journey of Jeena & Company, the legacy of the Katgara family, and Nari Katgara’s insights into the logistics and supply chain industry. Transforming Logistics in India and Beyond
revolutionize the traditional logistics landscape in India. In 2019, the company expanded globally, starting with its first international office in Australia. The Jeena management wanted someone from the founding family to hold the reins, and that’s exactly when Nari was entrusted with the responsibility of leading Jeena Global Pty Ltd, the sister company. Nari asserts, “Ever since, it has been a wonderful journey. All this while, I have learned the nitty-gritty of logistics and supply chain management. With my skilled backend team in India, I have been able to handle end-to-end processes in Australia single-handedly. I’m glad that despite the volume of responsibilities I shoulder, I have been able to offer customer-centric solutions at all times.” Learning from the Best Nari’s journey has been a constant learning experience. He attributes his knowledge to the guidance of the best leaders in logistics, including his father and uncles. “The more we are exposed to practical situations, the more adept we become at handling operational issues.”
Established in 1900 by Pallonji Katgara, Jeena & Company, a familyowned business, has grown into a global leader. It provides end-to-end logistics and supply chain solutions.
Logistics and supply chain management are complex fields, requiring continuous learning and adaptation. Nari’s tenure at Jeena Global allowed him to apply his knowledge effectively, and he looks back on his journey with gratitude.
Nari’s journey with the company began as a fifth-generation member of the founding family. Raised in a family passionate about logistics, he felt a deep calling to join the company. His inspiration was clear - he wanted to
His work combines customer retention with new acquisitions. However, his responsibilities extend beyond customer relations. Nari conducts industry research and manages operations, sales, and finance
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remotely. This multifaceted role is a significant achievement, and it underscores his commitment to the company’s success. Innovation: The Driver of Success Companies that embrace innovation are often the ones that thrive. It’s not merely about introducing new products or services but about fostering a culture that encourages creativity, experimentation, and the pursuit of novel ideas. Innovations can lead to breakthroughs in processes, products, or even business models, allowing companies to stay ahead of the curve and cater to the everchanging needs of their customers. This undeniable truth remains at the core of Jeena & Company. “Innovation is one of the three value pillars that Jeena & Company stands for.” Nari recognizes that sustainable growth is unattainable without a commitment to innovation. In fact, without continuous innovation, a company risks stagnation. As a result, it serves as the foundational principle of Jeena’s operational framework, whether in India or Australia. This steadfast commitment drives the company to continually develop its offerings and solutions, ensuring its relevance in an ever-changing business landscape. Adapting to Post-Covid Scenarios The Covid-19 pandemic transformed businesses worldwide. It forced companies of all sizes and industries to adapt swiftly or risk obsolescence. Supply chains faced challenges, emphasizing the need for resilience and diversification. Nari mentions that people started to notice the importance of logistics during the crisis. He says, “Truth be
As businesses have already witnessed the worst, conquered the nemesis, and emerged victorious, they are now better prepared and equipped to face any obstacles that might come their way. They now prioritize contingency planning, better equipping themselves to face future challenges. This transformation has been a significant turning point for the logistics industry. Challenges and Success Within the business world, each sector has its own requirements and challenges. Some issues drastically effect across a range of industries and sectors. Every business strives to maintain the quality of its customer relationships, the vibrancy of its brand, and the satisfaction of its workforce. A successful company overcomes obstacles to set itself apart from its competitors.
“
The more we are exposed to practical situations, the more adept we become at handling operational issues.
“
told, logistics have got a due recognition during the pandemic. People across the globe realized that logistics is the lifeblood of the world economy.”
Cover Story
A similar level of challenge was faced by Jeena & Company. Shifting his base from India to Australia when there was an urgent need for someone to take charge of the business was indeed the biggest challenge for Nari, as he hadn’t been with the family business in India for long. Having said that, deciphering customer behavior and expectations in an international destination was also a challenge that he faced during his initial days. However, these challenges introduced him to unexplored horizons and aided him in pushing his boundaries. Nari attributes Jeena & Company and Jeena Global’s success to the quality of its services and ethics. According
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to him, without uncompromised values and excellence in services, it is next to impossible for any company to survive for more than 12 decades. “It is a matter of pride for all of us that Jeena & Company has not only survived but also thrived in the last 123 years.” The Power of the Team The company’s workforce is its biggest power! Jeena & Company boasts a team of over 1000 logistics architects across 27+ offices in India. Nari prioritizes hiring individuals eager to grow with the company. The company’s pan India team comprises highly-skilled and experienced professionals. The team’s diverse experience in various logistics verticals contributes significantly to the company’s success. Nari adds, “At Jeena, long-standing relationships are valued, be it at the customer level, agent level, or employee level. The average stint of employees here has been recorded to be 10 years, which speaks volumes about the company’s and employees’ growth potential. We ensure all the necessary support is given to establish the growth of employees within the organization. Parallelly, our team goes beyond their way to ensure that our company climbs the ladder of success.” Tailored Solutions for Success Being the oldest Customs House Agent, Jeena & Company is a leading name in the industry. It is a proud go-to solutions provider when it comes to freight forwarding and customs clearance. The company offers a plethora of services and solutions spanning the entire spectrum of logistics and supply chains. They range from air and sea freight forwarding, customs clearance and compliance, door-to-door freight, project logistics, 3PL, warehousing, contract logistics, transportation, time and temperature-sensitive logistics, and multimodal logistics to several value-added services.
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Cover Story
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Cover Story Nari asserts, “We have never believed in offering mere services. Our workforce consists of logistics architects who curate tailored solutions to meet the requirements of our customers. We maintain long-standing relationships with our customers and industry stakeholders instead of focusing on ad hoc transactions which certainly puts our company ahead of the curve in this competitive market.” Taking the Company Forward Being quick to adapt and change is important for a company’s progress. Jeena & Company has always been good at that, which helped it to thrive in a dynamic environment. Now, Nari wants the company to get even more agile in every aspect of the business. Jeena has always been at the forefront of embracing the latest technology and innovation. With some of the path-breaking technology initiatives in the pipeline, it is aiming to achieve complete automation in workflow. Also, with the pace at which the company is working on being more sustainable with expansion plans in place, Nari thinks that the company will continue to show growth trends in the near future. Word of the Wise Nari’s favorite quote reflects his approach to life and business: “Break the thumb that makes the rules thereof.” He believes in doing things differently, striving for innovative solutions that break away from convention. We found a business leader in Nari who has a passion for logistics, a commitment to innovation, and a vision for global success. Under his guidance, Jeena & Company continues to be a force to reckon with within the world of logistics and supply chain management. Watch out for Nari Katgara and the remarkable journey of Jeena & Company as they redefine excellence in the industry. “Technology also has a pivotal role to play in a company’s growth.”
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22 | November 2023
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INTRODUCTION Welcome to the world of natural beauty, rich culture, and abundant biodiversity—a world known as Costa Rica. In this article, we'll explore why this small country is special. We invite you to join us in an exploration of the countless riches that make this place a really attractive location. This central American country is known for its beautiful landscapes, magnificent beaches where the water meets the land, and lush woods teeming with rare creatures and vegetation. It's like stepping into paradise. What's even more impressive is how this country makes money in a way that doesn't harm the environment. They use clean and green energy sources, which means they take good care of nature. It's a place where modern life and nature coexist in harmony. So, if you are a wanderer seeking new experiences, a cultural enthusiast ready to learn new things, or someone who wants to unwind on a beautiful beach, then this place has something for you. Let's read further about this extraordinary location, where simplicity and elegance combine to create one of the best experiences.
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Geography and Biodiversity: A Natural Paradise Ÿ A sandwiched land - Costa Rica is a land sandwiched between the Pacific Ocean and the Caribbean Sea, providing different beaches and a tropical environment ideal for outdoor activities all year. This little country is located in the heart of Central America, which has a stunning geographical tapestry that's sort of breathtaking. Ÿ Blessed with nature - In Costa Rica, the environment is a living tribute to the craftsmanship of nature. A varied range of habitats is created by lush rainforests, towering volcanoes, and foggy cloud forests. It's a site where you may spend one day exploring vibrant coral reefs, hiking through lush rainforests, and witnessing the captivating dance of hummingbirds.
Costa Rica's natural marvels are designed to be explored, rather than just admired. Tourists from all over the world visit this magical land to enjoy its unique sights and activities. Adventurous Coast - If you're looking for adventure, Costa Rica gets you covered. Surfers enjoy the waves at Playa Tamarindo, zip-liners fly over the jungle canopy, and climbers reach the Arenal Volcano's top. A visit to Tortuguero National Park provides wildlife fans with the opportunity to
see sea turtles breeding along the beach, which is an incredible sight. Ecotourism - Ecotourism is a cornerstone of Costa Rica's tourism business. From the foggy heights of Monteverde to the variety of Manuel Antonio National Park, visitors may immerse themselves in unspoiled natural beauty. Birdwatching is especially popular, with toucans, quetzals, and parrots lending brilliant splashes of color to the surroundings.
Ÿ Cloud Forest Reserve - The Monteverde Cloud Forest Reserve, with its mysterious mist and verdant canopy, shows the country's dedication to protecting its natural heritage. Corcovado National Park, located on the Osa Peninsula, is widely regarded as one of the most biodiverse areas on the planet. Jaguars, tapirs, and scarlet macaws thrive in their native habitats nearby. Tourism and Natural Wonders: A Paradise for Explorers
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tropical fruits. Try the sweet and juicy mangoes, pineapples bursting with flavor, and papayas that taste like sunshine. They make refreshing snacks and delightful additions to meals. Seafood by the Coast - If you're near the coast, seafood is a must-try. Freshly caught fish, shrimp, and lobster are often grilled or prepared with zesty sauces. It's a taste of the ocean on your plate.
In this segment, you are going to explore some of the best coastal food varieties in the world:
Tamales - These are like little pockets of happiness. Tamales are made from corn dough stuffed with tasty fillings like chicken, pork, or vegetables, wrapped in banana leaves, and steamed to perfection. They are a special treat, especially during holidays.
Fresh Coconut Water - When you're walking on the beach, you might come across vendors selling fresh coconuts. They will chop one open for you, and you can sip on the cool, sweet coconut water inside. It's nature's own refreshing drink.
Empanadas - A crispy, golden pastry filled with savory ingredients. Empanadas are a popular snack in Costa Rica. You can find them with various fillings like cheese, beef, or beans.
Tropical Fruits Galore - In Costa Rica, you can find a rainbow of
Salsa Lizano - This is a special sauce you'll find on many Costa Rican tables. It's a bit sweet, a bit tangy, and adds a
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special kick to your meals. Locals love to drizzle it on everything from rice to beans. Artisanal Ice Cream - Cool down with some handmade ice cream. Costa Ricans take pride in crafting unique flavors like blackberry and guanabana. It's a delightful treat on a hot day. Chocolate Tours - Did you know that Costa Rica grows some amazing cacao beans? Take a chocolate tour and learn how chocolate is made, from bean to bar. And, of course, you get to taste the delicious results. Casado and Gallo Pinto - Cuisine in Costa Rica is kind of a delicious story that tells you about its culture and past. One of the famous dishes here is called "Gallo Pinto." It's a mix of rice and beans, and people eat it a lot. They often have it with eggs, cheese, and tortillas. Another yummy meal is called "Casado." It's a big plate with rice, beans, meat or fish, and sweet plantains. It's so tasty and filling!
Costa Rica, with its stunning beaches, lush jungles, and rich culture, is a dream destination for many. But before you can dive into the wonders this country has to offer, you need to know how to get there and where to stay. Here we will provide you with a brief guide. Ÿ Getting to Costa Rica By Plane - The easiest way to reach this country is by flying into one of its international airports. The two main airports are: Ÿ Juan Santamaria International Airport (SJO) - Located in the capital city of San Jose, this is the largest and busiest airport. It's a great choice if you plan to explore the Central Valley or head to the Pacific coast. Ÿ Daniel Oduber Quirós International Airport (LIR) - Situated in Liberia, this airport is closer to the beautiful Guanacaste region and the Pacific beaches. Visa Requirements - Before you book your flight, make sure to check if you need a visa to enter Costa Rica. Many countries, including the United States, Canada, and European Union nations, don't require a visa for stays of up to 90 days for tourism purposes. However, it's essential to verify this information based on your nationality.
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Ÿ Culture - Costa Rica's culture is as varied and rich as its natural beauty. It is a nation that is proud of its indigenous roots and historical ties to Spain. But what actually distinguishes Costa Rican culture is the kindness of its people, known as Ticos and Ticas. Ÿ Ticos and Ticas - Ticos and Ticas are known for their friendliness and kindness. They welcome guests and are eager to share their traditions and beliefs. From lively celebrations such as "Fiestas Palmares" to traditional dances such as "el Punto Guanacasteco," Costa Rica's cultural tapestry is woven with vibrant strings of joy and camaraderie. Ÿ Pura Vida - "Pura Vida" is a word that captures the Costa Rican spirit. It translates to "pure life" and is used to convey a cheerful attitude about life, especially when faced with difficulties. Pura Vida is a style of life that stresses gratitude, contentment, and appreciation for simple pleasures.
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A land where Nature and Culture Thrive Costa Rica, where nature and culture thrive with its unique geography, diverse culture, and commitment to sustainability, is not just a destination; it's an invitation to explore, experience, and embrace the beauty and richness of life. As we've journeyed through the wonders of Costa Rica, we've discovered a nation that values its natural heritage, embraces diversity, and welcomes visitors with open arms. Costa Rica is a testament to the power of a growth mindset—a mindset that has enabled this nation to thrive, adapt, and lead the way in sustainability and well-being. So, whether you're an intrepid explorer, a culture enthusiast, or simply seeking a taste of pure life, this town invites you to immerse yourself in its vibrant tapestry of culture, nature, and adventure. In short, this article is an imaginary tour of Costa Rica. where you have explored its local food, culture, geographic diversity, and treasures. This is the time to plan your vacation to Costa Rica. Come, explore this gem, and let the wonders of Costa Rica leave an indelible mark on your heart and soul.
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Cover Story
LAURA BRANDAO A Dynamic Leader Creating a Vision
Lighthouse Lending Capital | CEO
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I
with her dynamic leadership is helping companies and individuals create a strong vision for the future. Highlighting along with her journey at Lighthouse Lending Capital is also the importance of its BLOC (Business Line of Credit) program.
motivation to secure a BLOC because it can enable them to grow their business without compromising the equity in their company.
Serving the underserved is core to Lighthouse’s mission. These groups include women, minorities, combat Lighthouse Lending Capital disabled veterans and other socially and economically disadvantaged sectors in our Laura Brandao is the CEO of communities. The program allows these Lighthouse Lending Capital (a division groups to compete for contracts on an of Equity Prime Mortgage) and a equal footing by providing the surety staunch supporter of diversity, funds required to be considered for the inclusion, and equity in the business BLOC funding. world. A career spent advocating equal access to financial programs for Lighthouse has partnered with the In the dynamic tapestry of today's ever- women, minorities and disadvantaged marketing and services company, evolving business landscape, dynamic people has brought Laura to the BLOC4bonds, to help small businesses as leaders stand as architects of change, intersection of passion and obsession. they compete in bidding on government shaping industries and workspaces of Whether it is buying a home or starting contracts. Enabling them with access to tomorrow. Their innovative thinking, a business, she has fought for equal capital is just one way this partnership adaptability, and visionary approach to financial access and opportunity for all. supports growth. challenges create a ripple effect that Laura’s newest project stems from a The numbers indicate that small resonates far beyond their commitment to help small, minority businesses owned by women, serviceorganizations. With the power to and disadvantaged businesses reach disabled veterans, and those in embrace emerging technologies, their financial goals. Her target economically and socially disadvantaged navigate complex global markets, and market? The nearly 150,000 circumstances are afforded a smaller foster diverse and inclusive contractors doing business with the overall percentage of the available loans environments, these leaders infuse federal government. She has been a than traditional small businesses. In 2023, every corner of their industries with champion of this mission since the loans provided to the groups named new energy. inception and Lighthouse is proud to above comprised only 3.5% of the total As they dismantle traditional support her in this effort. average award by type. The reasons for hierarchies and blur the lines between this can be many, but one of them is Developing a program geared sectors, dynamic leaders redefine certainly that small business owners may specifically to providing access to collaboration, spurring creativity, and not know what benefits they are entitled capital for these businesses represents to, and they don’t apply for them. igniting cross-functional synergies. a one of a kind opportunity. Their commitment to continuous Angelyca Russell – BLOC Recipient learning and ability to pivot swiftly Lighthouse and Partners and the ensure that they remain at the forefront BLOC Program A beneficiary of this program is Angelyca of industry trends. Through their Russell, President of AEM Services. unwavering dedication, these leaders A business line of credit (BLOC) is Laura and Angelyca spoke this month and inspire others to push boundaries, designed to give small businesses discussed Angelyca’s experience with the break molds, and realize their full access to capital they need to manage BLOC program and how this partnership potential, ultimately propelling us into and grow their business. was able to assist her in getting her a future brimming with possibilities. company approved and funded to grow. There are many reasons why a small Featuring for The Enterprise World’s business would benefit from a BLOC Angelyca grew up in a home where her this issue of The Most Successful and it can be an excellent way to parents were entrepreneurs and small Business Leaders to Watch Out For is manage and grow a business. Federal business owners. They owned and the story of Laura J. Brandao. Laura, contractors have a very specific operated a construction business in
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Cover Story
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Cover Story 36 | November 2023
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Cover Story Nashville and worked hard to make it a success. Their business was a minority owned one but not woman owned. Angelyca is a self-confessed go-getter with boundless energy and a drive to succeed. She learned her work ethic from her hard-working parents and while she was taking small business classes at Georgia Tech in 2012, she learned about the programs that were available to help support small businesses that were less likely to be approved for financing. Angelyca learned about the SBA’s 8A program, and the set-asides provided for businesses that needed to be on equal footing to compete for federal contracts. She subcontracted with her parent’s company for smaller jobs but when she was ready to branch out and start her own painting business, she was connected with BLOC4Bonds and developed a working relationship with them which resulted in her securing the BLOC that launched her company, AEM Services LLC. Her business opened in 2014 and by 2021, Angelyca was securing contracts worth nearly 11.5 million dollars. She believes that the relationship between herself and BLOC4Bonds has allowed her to grow her company to the successful enterprise it is today. Since the beginning of her venture, Angelyca has had two children and continues to grow her business. She has written a book entitled, “How to do Business with the Government” and despite the challenges her company faced during the years of the pandemic, she has thrived and grown on both a professional and personal level. Angelyca offered some advice to entrepreneurs who could benefit from the BLOC program and the support of financial investment as provided by Lighthouse and BLOC4Bonds. She
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emphasized the critical importance of developing and maintaining relationships with others and finding mentors to help guide their decision making. She also recommends that they keep educating themselves through classes, especially those related to doing business with the government. Angelyca also advocates for giving back to others through being genuine and connecting with those who need assistance. She believes that staying true to your roots and providing support and guidance to those who are coming along behind you is the way to build trust and foster success for yourself and others. She believes, as Laura does, that there is an abundance of success available for anyone who has the drive and willingness to work hard. Laura’s Mission and Vision for the BLOC Program For Laura, the mission of Lighthouse Lending Capital is in alignment with her own personal beliefs and values. She has been a stalwart advocate for the underserved and unrepresented in the financial industry for over twenty years and continues to offer her experience and support to these groups in their drive to succeed.
roadblocks herself and is more than happy to share her experiences and the lessons she learned that helped guide her to the success she enjoys today. With Lighthouse and its partners in the BLOC program, Laura has found yet another way to give back to the communities she wants to see served in their financial goals. Being able to offer an equal footing to small businesses owned and operated by groups that might otherwise not qualify for the programs that would allow them to bid on contracts, Lighthouse and its partners are levelling the playing field and giving hope and inspiration to many who might not have had the financial support to follow their dreams. The Value of Small Business Success for Everyone There is an innate value to promoting the success of an underserved group of entrepreneurs. Small businesses provide employment opportunities within communities that may be socially and economically disadvantaged because of high unemployment.
There is also benefit to be found in the market competition that keeps prices down and quality arguably higher. There is also the value that hope and inspiration provided to the youth who can now see a future in owning a small business even if Laura has been a proponent of women they come from a place that might otherwise not provide the opportunity. in business for years and has lent her name, reputation, and endless energy to Those with the drive and energy to reach for their dreams can look to others before the promotion of equality in the them who lead by example. mortgage industry. She is the chair of many organizations designed to There is a ripple effect to success. By encourage and educate women and offering the chance for success to those support them in achieving their career who might not have even considered the goals. possibility for themselves can She is also a mentor and coach to many encouragement for them to work even harder toward beating the odds and women who credit her with helping surpassing their own expectations. them overcome obstacles and forge a path to promotion within their organizations. Laura has faced
Through her stewardship of Lighthouse LC, Laura is realizing a dream of her own. She can assist those in need of the support to build their own businesses and be given the opportunity to thrive. Throughout Laura’s career, she has always maintained her belief that there is an abundance of success in the world and more than enough for everyone to be afforded their share. It is with that unwavering recognition of the need for fairness that she has pursued the goal of offering an equal share of support to those who would likely not be able to take advantage of programs like the federal BLOC, so they can be given their own chance to shine and, ultimately, succeed. By covering the gap in the funding required to be eligible, Lighthouse can place the missing plank in the bridge and prevent deserving entrepreneurs from missing the chance to walk the path onto the other side of opportunity. As an advocate for inclusivity, diversity and equality for all, Laura has and will continue to promote her vision of a world where the uniqueness of each of us is to be recognized, celebrated, and supported without regard to circumstances that should not be the dictator of eligibility. To achieve this mission, it is imperative that ways to offer equal opportunities to all groups in our society be available. The Business Line of Credit program at Lighthouse LC in concert with its partners, will ensure that small business owners who face obstacles like gender, ethnic origin and disability as a result of service to their country can be assured of a level playing field when it comes to being considered for the financial assistance they need to successfully grow their own business and forge their individual path to realizing their dreams. Once the support is in place, it is up to the entrepreneur to invest their time, sweat and hard work to ensure that success is the result of the effort.
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Case Study
w o H
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Co
Unbottle
w
oca-Cola
ed Brilliance To Appease Masses?
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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. •
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
Case Study
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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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