ORGANISATIONAL EVENT ANALYSIS FOR EXPERENTIAL LEARNING.
Coca-Cola Company is the world's largest nonalcoholic beverage company. It offers a portfolio of world class quality sparkling and still beverages, starting with CocaCola® and extending through over 400 soft drinks, juices, teas, coffees, waters, sports and energy drinks that refresh, hydrate, nourish, relax and energize. Within our more than 400 brands are nearly 2,400 beverage products. Four of the world's top-five soft-drink brands are ours: Coca-Cola, Diet Coke®, Sprite® and Fanta®. Thums Up and Limca, which are formulated to appeal to local cultures and lifestyles.
With operations in more than 200 countries, we have a diverse workforce of approximately 55,000 Company employees. Our family of beverages accounts for approximately 1.3 billion servings worldwide of the 50 billion beverage servings consumed every day-a figure that indicates both strength and growth opportunity of the company. The Company strives continuously to expand beverage offerings to meet consumers' evolving needs and tastes.
was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. name 'Coca-Cola' was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He kept the name Coca-Cola in the flowing script that is famous today.
In 1891, Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca-Cola business, whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. Within four years, his merchandising flair helped expand consumption of Coca-Cola to every state and territory. Under Robert W. Woodruff six decades of leadership , The Coca-Cola Company took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over.
The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office in 1893, followed by "Coke" in 1945. The unique contour bottle, familiar to consumers everywhere, was granted registration as a trademark by the U.S. Patent and Trademark Office in 1977, an honor awarded very few packages.
Everything we do is inspired by our enduring mission: To Refresh the World... in body, mind, and spirit. To Inspire Moments of Optimism... through our brands and our actions. To Create Value and Make a Difference... everywhere we engage.
To achieve sustainable growth, we have established a vision with clear goals. Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.
People: Being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs. Partners: Nurturing a winning network of partners and building mutual loyalty. Planet: Being a responsible global citizen that makes a difference.
We are guided by shared values that we will live by as a company and as individuals. Leadership: "The courage to shape a better future" Passion: "Committed in heart and mind" Integrity: "Be real" Accountability: "If it is to be, it’s up to me" Collaboration: "Leverage collective genius" Innovation: "Seek, imagine, create, delight" Quality: "What we do, we do well"
Manifesto For Growth (5 P’s)
represents the beginning of a journey which, will never end. It is a foundation upon which will build sustainable growth as each and every member of the Coca-Cola system recognizes and invests in company’s rich long-term opportunities, while also accepting a renewed responsibility for meeting its short-term commitments.
- Coke inspires to be a great work place, where people are inspired to be the best they can be. Profits - Coke maximizes return to shareholders while being mindful of overall responsibility. Portfolio - Coke brings the global marketplace beverage brands that anticipate &satisfy people’s desire & needs. Partners - Coke actively nurtures a winning network of beverage and bottling partners, building mutual loyalty. Planet - Coke acts as a responsible citizen, focus on environmental efforts making making a difference wherever they engage.
BRANDS OF COCA COLA
The Coca-Cola Global System
Global business is organized into six geographic Operating Groups 1. Africa Group 2. Pacific Group 3. European Union Group 4. Latin America Group 5. Eurasia Group 6. North America Group
The Rejuvenation division offers a range of drinks designed to improve how people feel physically and mentally. Products include ready-to-drink coffees, teas and herbal beverages.
The Health & Nutrition division produces a range of products to promote health and well being. In the US, its products encompass Minute Maid Premium 100% juices, Hi-C fruit drinks and Minute Maid Coolers. Replenishment division offers a range of water products around the world. The division also produces a range of energy drinks, such as PowerAde.
Elsewhere in the world, the company has created other products designed to meet the needs of local consumers and communities. For example, in Chile, it developed Bibo (Kapo) because mothers wanted a healthy, noncarbonated drink for their children.
Coca-Cola System The Coca-ColaProduction formula is The Coca-Cola Company's
secret recipe for Coca-Cola. As a publicity marketing strategy started by David W. Woodruff, the company presents the formula as a closely held trade secret known only to a few employees.
The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to various bottlers throughout the world who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sugar (or artificial sweeteners)and then carbonate it before filling it into cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors
The Coca-Cola Company and bottling partners are not one and the same from a legal or managerial perspective. The Company's business is focused on creating and marketing brands and trademarks, while Coca-Cola bottling companies produce and package the finished beverage products and then sell and distribute them to retail and wholesale customers. These bottling partners range from international and publicly traded businesses to small, family-owned operations. Their governance and management structures are separate from those of The Coca-Cola Company.
The company’s bottling relationships can be divided into three types: Bottlers in which coca cola company have invested and have a non-controlling ownership interest Independently owned bottlers in which the company have no ownership interest Bottlers in which the company have invested and have a controlling ownership interest
The Coca-Cola Company owns minority shares in some of its largest franchisees, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the world. Since independent bottlers add sugar and sweeteners, the sweetness of the drink differs in various parts of the world, to cater for local tastes.
Suppliers include those business partners who supply system with materials, including ingredients, packaging and machinery as well as goods and services. At a minimum, all authorized and direct suppliers must comply with all applicable laws and regulations, including those concerning child labor, forced labor, abuse of labor, freedom of association and collective bargaining, discrimination, wages and benefits, working hours and overtime, health and safety, and environmental practices.
Customers include large, international chains of retailers and restaurants, as well as small, independent businesses. Some of our customers are major corporations as globally familiar as the name Coca-Cola; others are the corner market or the local pushcart vendor.
Departments of Coca Cola
Every organization is made up of different departments, each of these departments help Coca Cola achieve their objectives. As Coca Cola is a large multinational company, the amounts of departments are huge. Each country has their own Head Office and departments. Coca Cola is geographically split into five geographic operating segments, also known as strategic business units (SBU's). The five SBU's are North America, Africa, Asia, Europe, Eurasia and Middle East and finally Latin America. If all these departments perform in the correct way then that will continue the success of Coca Cola.
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India After a 16-years absence, Coca-Cola returned to India in 1993 Coca-Cola India started business, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment. Coca-Cola system has invested more than US$ 1 billion in India Coca-Cola is one of the country's top international investors
Coke In India
It employs approximately 6,000 people, and indirectly creates employment for more than 125,000 people in related industries through vast procurement, supply and distribution system The Coca-Cola system in India comprises 27 wholly-owned companyowned bottling operations and another 17 franchisee-owned bottling operations The complexity of the Indian market is reflected in the distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, and trademarked tricycles and pushcarts. Coca-Cola serves in India some of the most recalled brands across the world, which include names such as Coca-Cola, Diet Coke, Sprite, Fanta, along with the Schweppes product range. In 2002, Coca-Cola India (CCI) launched a new advertisement campaign featuring leading bollywood actor - Aamir Khan. The advertisement with the tag line - 'Thanda Matlab Coca-Cola ' was targeted at rural and semi-urban consumers.
Rural marketing strategy CCI's rural marketing strategy was based on three A's Availability, Affordability and Acceptability. The company opted for a hub and spoke distribution system to market in rural areas.( stock was transported from the bottling plants to hubs and then from hubs, the stock was transported to spokes which were situated in small towns.) Large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the stock from the hubs to spokes.stock from spokes to village retailers the company utilized auto rickshaws and cycles. It made an investment of Rs 7 million to meet rural demand . Through its rural distribution initiatives, CCI was able to increase its presence in rural areas from a coverage of 81,383 villages in 2001 to 1,58,342 villages in August 2003
Porter's generic competitive strategies: Cost leadership Differentiation Cost focus Differentiation focus S.W.O.T. Strength Weakness Opportunity Threats
STRENGTHS * Strong brand name * Co-operate identity * Global distribution * Innovation WEAKNESSES * Does not enjoy the number one position in India. * Advertising was not clear and was misunderstood in India
OPPURTUNITIES * Possible growing demand * Expansion – Reaching all segments * Glocalisation * Catering to Health Conciouness of People THREATS * Competition-Pepsi * Health Drinks – Fruit Juice Companies
Suggestion To Stay ahead Of Competition
The three main ways are through innovation,
relations or reputation. First of all innovation can be used. This may certainly give coca cola competitive advantage because it introduces a new product, which many people will want to try People will like to purchase the commodity even though price is high because no substitutes are available. It may also give coca cola brand loyalty which means customers will stay loyal to them no matter what happens.
Many of coca cola’s plastic bottles are recycled and as a result less resources are lost and costs decrease. This makes profits increase. It attracts a new market segment This will mean they will have a higher revenue increasing long term profitability.
Another factor is marketing. This is a very
important factor for coca cola. In order for the company to maintain its strong market position, Coca Cola needs to continuously strengthen its brand to maintain brand loyalty and positive responses and differentiate itself from its competitors If coca cola used strong marketing it may raise barriers to entry, thus decreasing the threat of new entrants to the industry. Coca Cola's brand represents quality, taste and excitement to the market, qualities that remain unmatched by the company's competitors, thus severely reducing any threat of being substituted.
The message that is conveyed through Coco Cola's advertisements implies that no matter what personality or what ever kind of lifestyle someone has drinking cola boosts their confidence as well as allowing them to get pleasure from every day activities that are considered as being dull. This gives a bright, bubbly, lot of energy, loving and not to mention lively atmosphere. The white meaning a loyal, pure and trustworthy company