coco cola case

8/6/2019 Coco Cola Case

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CocaCola From Then To Now

Coca-Cola From Then To Now

Coca-Cola enterprises Incorporuted is a giant company that employs 66,199, operates 444facilities, uses 47,235 vehicles, 1,9 million pi~ees of cold drink equipment and sold nearly 5.1billion cases all over the world (Coca-Cola facts 99). 'fhese lIumbers are very impressive, andCoca-Cola may be the most powerful company in the world.


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available everywhere. The sales sky rocketed. People started calling Coca-Cola Coke Ththe customers to call it by its full name, but Coke just stuck. In 1894, the company openefirst syrup manufacturing plant outside Atlanta in Dallas Texas. The following year planopened in Chicago and Los Angeles. Three years after the Coca-Cola Company's incorpoCandler announced in the annual report: Coca-Cola in the now drank in every state and tin the United Staks (History of Coca-Cola Company).

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Joseph A. Bidenharn, of Vicksburg, Mississippi installed bottling machinery in his candin 1894 a;ld became the first person to bottle Coca-Cola in the United States. Candler solCoca-Cola Company in 1919 for $25 million to an Atlanta banker na.tJledErnest Woodru1(in E. Wood ruffs 33-year-old son Rob~rt Woodruff was elected presidcnt of Coca-ColaC0mpany. The Business was fe-incorporated as a Delaware corporation, and 500,000 sh:common slock were sold publ.iclyfor $40 per shares. Robert Woodruff bought Coca-ColCompany to even greater highs for more then six decades. In 1960, the Coca-Cola Comp


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Ivester, the architect of Coca-Cola's restructured bottling operations, took over the companywhenGuizuetapast away. Coca- Cola and Ivester ran into some legal problems when Ivestertookover. In 1997, the French government blocked the company from trying to buy Oranginafrom Peknod Ricard.Then in 1998, an antitrust lawsuit from Pepsi -Cola challenged Coca-Cola's dominance in theU.S. fountain -drink business. In June of 1999, products bottled where shut down for two weeksbecause some of the bottles where contaminated in Belgium and France. This was the companylargest product recall in the company's history. Corporate Culture The Coca-Cola Companyprovides assistance to American Red Cross and Big Brother Big'Sister. These are ju:>ta few ofthe noble acts the Coca-Cola Company has become involved in over the years. Coca-Cola is aleading company, which will continue to grow ip.all respects. Most importantly, it will growbecauseof the company's value system, and quality for not only it~product but also life.The company offers a great 40 Ik plan, with a full range of options. The first benefit that may


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" all benefit plans, induding post-retirement health care and life insurance benefit plans,amounting to approximately $119 million in 1998. In addition, they also contribute to avolimtary beneficiary association trust, which will be used to partially fund health care befor future retired employees.Seeing how Coca-Cola employs thousands of people, they try to increase scouting their yemployee's talent for potentially higher positions. These people start their jobs in front linbeverage sales, distribution, production, or service positions. The biggest thing Coke is lofor is long term thinkers, says one insider, They don't want cowboys. They want conservapeopl~who ar~ into adding shareholder values (Coke insider, Investors Business Daily CCola). In 1994, the Coca-Cola Company was awarded the Optimas Award for global outlosuccess for developing the standardized corporate culture. The company maintained a lonstanding commitment to equal opportunity, affirmative action, and valuing the diversity o


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programs allow employees to further build new skills, while it also allows employees to buildskills for the first time. The skills the employee's posses aid the company in share-owner valueThe Coca-Cola Company is the'world's largest bottler of liquid nonalcoholic refreshment inwhich they produce, market, and distributes their products in nearly 200 countries throughoutworld. Eachday these countries consume 100 billion servings of Coca-Cola products whichstresses the importa.l1c:ef the valuable service that Coca-Cola's distribution and bottling centeprovide for the company. The World's most effective and pervasive distribution syste1l1s brokup into'lwo different sectors which are then divided even further into sub-units such as thefollowing: 1.) The North American Se~tor - Coca-'ColaUSA[whichoperatesin theU.S.]- CoColaLTD [responsible for soft drink operations in Canada.] - Houston Base Coca-Cola Foods[produces and markets juices and juice like drinks.] 2.) Thc International Business Sector -ThGreater Europe Group [manages the regions that are part of the European Unic::.] Central &Eastern Europe * Scandinavia * Soviet Union -The Latin American Group Overseas * Mexic


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bottlers in an effort to cut costs, pool resources, generate more buying power, improve ocommunication throughout the organization, and increase profits. This strategic alliancethe company to produce products that taste consistently good, contain the same amount oingredients, are packaged interchangeable, and are stocked and served to the customer insystematic way all across the country. One of the main components of Project Infinity isapplication for sales and distribution that Ceca-Cola buHtfor the bottling companies yeacalled Basis (Beverage, Analytical, Sales, Information, Systems), which is used for routidelivery trur.ks and determining specific customer needs in terms of volume. In additionserves other fUJ)ctionsas wel1including such responsibilities as accounting, logging in oentries: and paymeut&.Basis is the central piece of COCa-COla distribution center becauused primarily as their dispatching and replenishing system. Without Basis Coca-Cola wunable to keep track of their invf.::ntoryand supplies, which would eventually have a dissoeffect ()!1heir ov.erallinternal structure.


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about making appropriate changes or adjustments at a moments notice. This project isparticularly beneficial to the many large bottlers that have acquired smaller bottlers in an effto stren'gthenthe bottling system, because SAP will allow Coca-Cola management to run allplants as one big unified company.Furthermore there is an eminent awareness throughout management to remain focused on thcustomer and their needs. SAP enables the company to do this through shared knowledgebetween each and every bottler. Coca-Cola has also instaUedATLAS (Analysis, Tools,Logistics, And Sales) which will eventually replace Basis, for creating and organizing deliveroutes for each distribution center. In the long-run Coca-Cola feels as though SAP &ATLAwill help the tntire organization become more efficient while minimizing costs. Another aspinvolving Coca-Cola's distribution system is the companies' ambitious product line. The CocCola Company successfully markets and sells over 160 beverages to a variety of customersthroughout their delivery channels. These beverages arc classified into four separate groups,


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.,.),. fully replenished machines.Furthennore the drivers are trained by the company to focus on product presentation in wh

they are to follow strict company policies on how to properly stock Coca-Cola products inoutlets, as well as grocery stores throughout the country. 1'hp-drivers begin each day at 6:0the morning by meeting with sales managers, account representatives, and merchandisers tout exactly how the products will be delivered and sold throughout the day. Employees atievcls throughout the distribution system take an extremely aggressive approach to producand delivering Coca-Cola products in real i.imewithout jeopardizing the quality of each anevery product item. This shared dedication to the company iswhat has er.abledCoca-Colasaturate the national market and begin its quest for global dominance. International DistribInternationally Coca-Cola Company distributes 160 beverage varieties in nearly 200 countworldwide. Coca-Cola owns 50% of the international soft drink market. Coca-Ccla worksextremely hard to be one of the few companies in the world to successfully reach literally


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expansion ofbottkrs in forty-five international countries.To this day Woodruffs theory is stm being implemented as part of Coca-Cola's strategic gloapproach.As a result of this strategy, 80% of Coca-Cola's operating income was coming frooutsidethe United States by the 1990's. In 1993, there was concern with expanding Coca-Cointernational distribution due to a competitive global market. In 1993,more than 6.3 billioncases of Coke and Coke Classic were sold worldwide, in more than 195countries. Diet Cokalso the number one low-caloric soda in the world. available in 117countries (GlobalDominance, 3). Along with the expansion came problems for the Coke brands such as FantaSprite, and Minute Maid. Coca-Cola didn't want to rely on its bJttlers to distribute and marktheir products. So, Coca-Cola and a regional manager in the Phillippines came up with a newstrategymodel for internationaj expansion. When entering a new market; the Company wous~ek to establish dislrilmtion of Coke products in key population centers and develolJrelationships with the important retail channels (Global Dominance, 4).


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CCJC is extremely competitive. In their vast market, there are five hundred differentmanufa~turers.Approximately one thousand new types of beverages are introduced annuaThe CCJC offers more than twenty-five brands and sixty flavors. Fifty percent of all soft dsales are made through vending machines making them an important part of sales at the CThe CCJC maintains nine hundred thirty thousand machines, more than twice the amountclosest competitor.In 1942.Coca-Cola production began in Argentina. Coca-Cola began flying off the shelveday it was introduced. A total of seven tw~nty-four bottle cases arIdeighteen single 185-mbottles were sold that day. Sales in Argentina climbed up to 300,000 cases by the end of 1Coca-Cola de Argentina S.A. currently seHsapproximately 1,000 times more beverages anthau that historic year when it all started in 1942. They accomplish these goals by using a3,000 trucks and 18,000 reliable employees who see to it those Coca-Cola rroducts are reaavailable ~nevery corner of the countiy. In the 1930'sCoca-Cola was imported into Denm


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.China'spopulationis about 1.2billionand Coca-Colacoversapproximately900millionototalpopulation.Coca-Colais still trying to reach more consumers in China, so they're establishing a newdistributionstrategy to reach the other 300 million people in less-populated and distant areTheywant to develop a direct distribution system through route sales and opening mere scenters in the smaller cities. Coca-Cola's main focus in China is to create affordable packaand improvingdistribution. China's consumers prefer to drink Coke out of non-returnablebottles or cans. Coca-Cola has twenty-three operating plants throughout China, but manywestern provinces,:still do not have franchises. Hong Kong, which is southeast of China, i

. , to the world's tallest bottling plant, which measures fifty-seven stories. F!lture success forCola in China depends on its mL!in competitor Pepsi Co. Coca-Cola's key strategy for succethe world is investing in infrastructure. Coca-Cola invests billions of doll.ars to consolidatedevelop new markets. The Coca-Cola system has successfully applied a simple formula on


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National/Foreign Section, p. A4. Available: BOSTON GLOBE File: 631. Coca-ColaCoca-ColaEnterprises, Inc., 2000. Coca-Cola's G10b~1Dominance. www.coca-cola.comCoke Insider. Investors Business Daily. Mahoney, Ed. Distribution Manager for Coca-CEnterprises. wWw.businessworld.comThe Coca-Cola Company. Facts, Figures, and Features. Atlanta: The Coca-Cola CompanThe Coca-Cola Company Overview. Hoover's Company Profiles. www.companyprofi.leshttp://www.coca-colacompany.com/The Coca-Cola Company. The Chronicle of Coca-CSince 1886. Atlanta: The Coca-Cola Company, 1950.

coco cola case

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