Cocacola.docx
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Cocacola.docx
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Cocacola
Coca-Cola
1.Overviewofthecompanyanditsgeneralfinancialstate
1)Introduction
Coca-Colaisacarbonatedsoftdrinksoldinstores,restaurants,andvendingmachinesthroughouttheworld.ItisproducedbyTheCoca-ColaCompanyofAtlanta,Georgia,andisoftenreferredtosimplyasCoke(aregisteredtrademarkofTheCoca-ColaCompanyintheUnitedStatessinceMarch27,1944).Originallyintendedasapatentmedicinewhenitwasinventedinthelate19thcenturybyJohnPemberton,Coca-ColawasboughtoutbybusinessmanAsaGriggsCandler,whosemarketingtacticsledCoketoitsdominanceoftheworldsoft-drinkmarketthroughoutthe20thcentury.Between1999to2012,Coca-Colawastheworld'smostvaluablebrandbasedonInterbrand.
2)Ingredients
Itsmainrawmaterialsarecarbonatedwater,sugar(sucroseorhigh-fructosecornsyrupdependingoncountryoforigin),caffeine,phosphoricacid,caramelcolor(E150d),naturalflavorings,acanofCoke(12flounces/355ml)has39gramsofcarbohydrates(allfromsugar,approximately10teaspoons),50mgofsodium,0gramsfat,0gramspotassiumand140calories.
3)Franchisedproductionmodel
TheactualproductionanddistributionofCoca-Colafollowsafranchisingmodel.TheCoca-ColaCompanyonlyproducesasyrupconcentrate,whichitsellstobottlersthroughouttheworld,whoholdCoca-Colafranchisesforoneormoregeographicalareas.Thebottlersproducethefinaldrinkbymixingthesyrupwithfilteredwaterandsweeteners,andthencarbonateitbeforeputtingitincansandbottles,whichthebottlersthensellanddistributetoretailstores,vendingmachines,restaurantsandfoodservicedistributors.
SinceannouncingitsintentiontobegindistributioninBurmainJune2012,Coca-ColahasbeenofficiallyavailableineverycountryintheworldexceptCubaandNorthKorea.However,itisreportedtobeavailableinbothcountriesasagreyimport.
4)Itsgeneralfinancialstate(profit,turnoverandshareprice)
In2013thefinancialreportofCoca-Colainthird-quartershowsupthatprofitrose5.9%,affectedbytheincreaseinsalespush.Thecompanyachievedaprofitof$2.45billioninthequarter,and54centsearningspershare.Theprofitwas$2.31billionlastquarterandtheearningsare50centspershare.Excludingspecialitems,thequarterearningsof53centspershare,comparedwith51cents.ByThomsonReuterssurveyofanalystshadexpectedto53centsearningspershareandrevenueof$12.05billion.Grossmarginnarrowedto60.7%from60.1%.
2012WorldTop500BrandsAnnounced:
Coca-Colarankedthirdanditsturnoveris46542milliondollarsandtheprofitsis8572milliondollars.Itssharepriceis40.13$inDecember11,2013.
2.Marketingstrategiesandsalesperformance
1)rangeofproducts
Coca-Colaisoneofthemostwidelyusedsoftdrinkintheworld.Thecompanyhasveryefficientandextensivedistributionsystemintheworld.ThereisagreatvarietyofbrandsofferedbyCoca-colathroughouttheworldlikeDietcoke,sprite,Fanta,Rccola,Minutemadeetc.youcanfindtheCoca-colasoftdrinksanywhereineverycountryoftheworld.
2)marketingstrategiesandsalesperformance
The'Coca-Cola'brandhasbeenadoptedthestrategyofglobalmarketing.TheyareconsideringthewholeworldassinglemarketplaceanduniformmarketingstrategywasbeingusedCoca-colaformanyyears,butnowthetrendischanginganddifferentmarketingcampaignsarebeingdesignedfordifferentregionsoftheworld.Businessdecisionsaremadeonadomesticbasistofitinwiththecultureandneedsofthedomesticcommunity.In1919Coca-Coladecideditwastimetogoglobal.TheCoca-ColaCompanydecidedtotakeitsoperationsbeyondnationalboundariesandmarketingresearchwasstartedincentralAmerica,chinaandmanyothercountriesoftheworld.BecauseofsuccessfulandefficientmarketingresearchCoca-colawasabletoproducegloballyindifferentregionsoftheworld.
IfwelookonadvertisingperspectiveofCoca-cola,advertisinghascreatedademandfor'Coca-Cola'worldwide.However,advertisinghastobeinlinewiththedomesticculture.Anadaptedmarketingmixmeansadjustingthemixwiththeprevailingculture,geographic,economicandotherdifferencesindifferentcountries.Differentlanguagesandculturescausedproblems.
Inaddition,accordingtoBettman,Coca-Cola’sbottlingsystemisoneoftheirgreateststrengths.Itpermitsthemtodotheirbusinessonaglobalscalewhileatthesametimemaintainanationalapproach.ThebottlingcompaniesaredomesticallyownedandoperatedbyindependentbusinesspeoplewhoareauthorizedtosellproductsoftheCoca-ColaCompany.BecauseCokedoesnothavecompleteownershipofitsbottlingnetwork,itsmainsourceofrevenueisthesaleofconcentratetoitsbottlers
BrandimageisthesignificantfactoraffectingCoke’ssale.Coca-Cola’sbrandnameisverywellknownallovertheworld.Packagingchangeshavealsoaffectedsalesandindustrypositioning,butingeneral,thepublichastendednottobeaffectedbynewproducts.Coca-Cola’sbottlingsystemalsoallowsthecompanytotakeadvantageofinfinitegrowthopportunitiesaroundtheworld.ThisstrategygivesCoketheopportunitytoservicealargegeographic,diverse,area.
EventhoughCoca-ColaandPepsicontrolnearly40%oftheentirebeveragemarket,thechanginghealth-awarenessofthemarketcouldhaveaseriousaffect.Ofcourse,bothCokeandPepsihavealreadydiversifiedintothesemarkets,allowingthemtohavefurthersignificantmarketshares.Inresponsetothishealthconsciousnessissue,thecompanyintroducedDietCokein1982.Suchchangeofconsumerlifestylehadalsoledtotheintroductionofitsbottledpurifiedwater.
3.Culture
1)Mission
Themissionofcoca-colais:
Torefreshtheworld-inmind,bodyandspirit.
Toinspiremomentsofoptimism-throughourbrandsandactions.
Tocreatevalueandmakeadifferenceeverywhereweengage.
2)Vision
Toachieveourmission,wehavedevelopedasetofgoals,whichwe
willworkwithourbottlerstodeliver:
Profit:
Maximisingreturntoshareholders,whilebeingmindfulof
ouroverallresponsibilities
People:
Beingagreatplacetowork,wherepeopleareinspiredto
bethebesttheycanbe
Portfolio:
Bringingtotheworldaportfolioofbeveragebrandsthat
anticipateandsatisfypeople'sdesiresandneeds
Partners:
Nurturingawinningnetworkofpartnersandbuilding
mutualloyalty
Planet:
Beingaresponsibleglobalcitizenthatmakesadifference
Productivity:
Beahighlyeffective,leanandfast-moving
organization
3)Values
Leadership:
Thecouragetoshapeabetterfuture
Collaboration:
Leveragecollectivegenius
Integrity:
Bereal
Accountability:
Ifitistobe,it'suptome
Passion:
Committedinheartandmind
Diversity:
Asinclusiveasourbrands
Quality:
Whatwedo,wedowell
4)TheLogo
TheCoca-ColaZeroLogoistheprimaryassetfortheCoca-ColaZeroBrandandisthepreferredLogotorepresentthisBrand.
WearecommittedtousingtheCoca-ColaZeroLogoinitspurestoriginalform.ByboldlyusingtheScriptand"Zero"lockuponitsownorincombinationwithotherelements,wecancreateexecutionsthatretainthetrueessenceoftheCoca-ColaBrand,yetfashionsanenduringanduniquevisionfortheCoca-ColaZeroBrand.
5)HRManagement
CocaColaisoneoftheleadingbeveragecompaniesoftheindustry.Itrunsitsbusinesscampaignsallacrosstheworld.Itisimportantonthepartofmanagementtoorganizetheactivitiesofhumanresourcesandorganizingtechnologyalongwithotherresources.
ManagementatCocaColaCompanyfocusesontheacquisitionandretentionofhighlyskilledandknowledgeableemployeessothatitcanmaintainitstoppositioninthemarket.Ittreatstheseresourcesasanasset.Itprovidessuchconditionsofemploymentandproceduresthatenablesallemployeestodevelopasenseofunitywiththeenterpriseandtocarryouttheirdutiesinthemostwillingandeffectivemanner
Everyorganizationhasitsownpoliciesandstrategiesbywhichtheycontrolthefunctionsoftheirdepartments.Similarly,wealsohaveownpoliciesandstrategiesbywhichwecontrolallthefunctionsofourdepartments.cocacolaHRdepartmentisalsoconductingallthepracticesofHRMlikeJobanalysisanddesignofwork,recruitmentandselection,traininganddevelopment,performanceappraisals,compensation,employeerelationships,staffwelfareandmedicalpoliciesandsomeotherthingslikethat.Theseallpracticesareconductedbyownpoliciesandstrategies.
6)Jobanalysisanddesigning
1.Jobanalysisistheprocedurefordeterminingthedutiesandskillrequirementsofajobandthekindofpersonwhoshouldbehireforit.Jobanalysisconsistsoftwoproductsoneisjobdescriptionandsecondjobspecification.
2.CocacolacompanyHRdepartmentcheckitsownjobdescriptionandjobanalysisinwhichtheygettheinformationaboutemployeesworkactivities,humanbehavior,performancestandard,jobcontextandhumanrequirementsandalsootherinformationrelatedtothisconduct.
3.HRdepartmentofcocacolausedthisinformationforRecruiting,selection,compensation,performanceappraisal,training,andemployee’srelationship.
4.Designingorganizationalstructure:
authority&control
TheCoca-ColaCompanycurrentlyemploysapproximately94800employees.Accordingtoageneralorganizationalchartobtainedfromthecompany’swebsite,therearemorethan5hierarchicallevelsatthecorporatelevel.
Forexample:
theheadoftheCanadiandivisionreportstothepresidentandCOOoftheNorthAmericanGroup.ThatpresidentreportstotheCFO,whoreportstotheOffic
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