This ppt is made by Maira Shehzad Kaiser Durrani. A student of Iqra University and her group members in introduction to business class. in this ppt information about products and services and company of Coca Cola is provided
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
This ppt is made by Maira Shehzad Kaiser Durrani. A student of Iqra University and her group members in introduction to business class. in this ppt information about products and services and company of Coca Cola is provided
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
these presentation was made by Georgian-American University students for Mgmt mid-term, it covers coca colas Environment,Organizational Culture,SR an Ethics,Organizational Strategies,Organizational Structure and Design And HR Mgmt
Coca cola supply chain divided as parts for good supply chain ;all parts want to be good
Coca cola company gets in formations from this information they will decide the manufacturing quantity
For a better supply chain information follow and material follow want to be very efficient and affective
According to the information follow and orders they make plans about manufacturing .
They keep stock in warehouses for the demand and orders then company will distribute the stock for customers
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
these presentation was made by Georgian-American University students for Mgmt mid-term, it covers coca colas Environment,Organizational Culture,SR an Ethics,Organizational Strategies,Organizational Structure and Design And HR Mgmt
Coca cola supply chain divided as parts for good supply chain ;all parts want to be good
Coca cola company gets in formations from this information they will decide the manufacturing quantity
For a better supply chain information follow and material follow want to be very efficient and affective
According to the information follow and orders they make plans about manufacturing .
They keep stock in warehouses for the demand and orders then company will distribute the stock for customers
Download Human Resource Management of Coca Cola
http://www.managementparadise.com/forums/human-resources-management-h-r/213746-human-resource-management-coca-cola.html
organizations should have to maintain their businesses in a marketing oriented way. It doesn’t matter whether the organization is large scale or small but almost all the organizations have to achieve their best not because they have to but to survive in the market. In order to survive in the market they have to provide quality for customers which is better than the competing organizations. So therefore every organization need to have a quality oriented businesses for their survival.
During the module “Quality Management” we have been asked to fulfill a report and a presentation as the semester assignment.
We have chosen “Coca-Cola” which is the leader in beverage industry for our assignment. As the leading beverage brand in Sri Lanka they have good quality strategies within their organization. So it’s one of the best chances we’ve got to study the quality oriented strategies of this company as they have reached their best level.
Coca-Cola Strategic Analysis Implementation
STR/581
Coca-Cola Strategic Analysis Implementation
1
Executive Summary
Largest Beverage Provider
Almost $2 Billion in sales
Presence in 200 countries
Mission, Vision, and Value Statements
Environmental Scan
Internal and External
SWOT Analysis
The Coca-Cola Company is an almost $2 Billion company that is arguable the world’s largest beverage provider. With presence in over 200 countries Coca-Cola has grown to become a household name since its start in Atlanta, Georgia in 1886. Coca-Cola’s mission “To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference” is achieved in conjunction with its vision that is surrounding six “Ps”. People, Portfolio, Partners, Planet, Profit, and Productivity all working together to be a great place to work, offer drinks consumers want while being conscious of the world and Coca-Cola stakeholders.
In order to be a continually successful company, Coca-Cola understands the need for environmental analysis to include internal and external forces driving the business. Social factors such as the fact that consumers are becoming more health conscious and economic factors such as inflation, recession and unemployment rate should be considered in the environmental scan.
The industry environment should also be considered which includes demographics, competitors, and consumer preferences. Internal and external environments can be evaluated with the help of a SWOT analysis.
The SWOT analysis for The Coca-Cola Company reveals that the major strength of the firm is the brand name and the recognizable aspects of it. A weakness as well as an opportunity is the increased awareness of healthy options even with beverages. Another opportunity is that of additional flavors. A threat, as with all companies, is Coca-Cola’s competitors. Keeping ahead of competitors in terms of technology, flavors, and overall customer service will help alleviate the threat of competing firms.
2
Executive Summary Continued
Generic, Grand, Global Strategies
Value Disciplines
Implementation Plan
Risk Management Plan
Generic, grand, and global strategies are recommended in addition to value disciplines. Focus strategies of both cost leadership and differentiation are recommended along with market growth. Each of the three value disciplines of operational excellence, product leadership, and customer intimacy are recommended as there are benefits for each in different areas of the Coca-Cola business. These strategies will support the implementation plan that begins with building upon the already successfully developed business structure of Coca-Cola, and continuing a successful path for the growth of the business.
The same strategies will be applied for organizational change management. Both long term and short term goals will be addressed and a risk management plan put in place. The risk management plan will identify and prioritize risk ...
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
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2. INTRODUCTION
The Coca Cola Company is one of the biggest manufacturers, distributer and
marketers of beverages in the world. It was formed in 1886. Coca Cola offers
more than 400 brands in approximately more than 312 countries.
3. HISTORY
Coca Cola is a multinational company who started its business on May 1886 in
Atlanta as a beverage (formal drink) industry. Dr. John Styth Pemberton made
a cough syrup which he named “coke” on 8th may 1886. Its price was 5 cent
per glass and was available at the largest pharmacy of Atlanta known by the
name of Jacob’s Pharmacy. Later on it was purchased by a well known
businessman Asa Griggs Candler who introduced it as a “carbonated soft
drink” in the market and hid marketing tactics led coke to Coca Cola and it
dominated the market of carbonated soft drinks throughout the twentieth
century.
4.
5. In 1895 the company started to sell their product coke in bottles which was a
strategy of the company to be recognized well in the International market.
Their strategy worked and the bottled form of coke was successfully
recognized all over the world in the beginning of 1896. Now a day’s Coca Cola
is the most famous and highly consumed brand in all over the world.
The Coca-Cola Company re-entered India through its wholly owned subsidiary,
Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the
opening up of the Indian economy to foreign investments in 1991. Since then its
operations have grown rapidly through a model that supports bottling
operations, both company owned as well as locally owned and includes over
7,000 Indian distributors and more than 2.2 million retailers. Today, our brands
are the leading brands in most beverage segments. The Coca-Cola Company's
brands in India include Coca-Cola, Fanta Orange, Limca, Sprite, Thums Up,
Burn, Kinley, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and
the Georgia gold, range of teas and coffees and Vitingo (a beverage fortified
with micro-nutrients).
6. In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-
Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells
concentrate and beverage bases and powdered beverage mixes, a Company-owned
bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen licensed
bottling partners of The Coca-Cola Company, who are authorized to prepare, package,
sell and distribute beverages under certain specified trademarks of The Coca-Cola
Company; and an extensive distribution system comprising of our customers,
distributors and retailers. Coca-Cola India Private Limited sells concentrate and
beverage bases to authorized bottlers who are authorized to use these to produce our
portfolio of beverages .These authorized bottlers independently develop local
markets and distribute beverages to grocers, small retailers, supermarkets,
restaurants and numerous other businesses. In turn, these customers make our
beverages available to consumers across India.
7. ORGANIZATION STRUCTURE
According to the organizational chart there are five hierarchical levels at the
corporate level.
Managing Director (MD)
Human Resource Managers
Marketing Manager
Finance Manager
Production Manager
Quality Manager
Administrator Manager
10. PLANNING
The Coca Cola Company consists of just a three layers of flat hierarchy. Due
to this the top level management has the duty of setting the goals and
objectives of the company. Planning is also done by the upper level managers.
11. ORGANIZING
Organizing is the second management function. The following steps are taken by
the Coca Cola Company in organizing their goals and objectives:
Departmentalization
Work Specialization
Delegation and Accountability
Resource Allocation
12. Departmentalization
On the basis of functional approach the Coca Cola Company is divided into
different departments. Grouping of employees is done on the basis of their
common skills and work activities. Such kind of approach helps the company in
solving their problems and it also make the less the need of training to the
employees specially. The general manger is head of all the departments so all the
department have to report to the general manager in the Coca Cola Company.
There are five major departments in the company which are as follow:
Production Department
Industrial Relations Department
Sales and Marketing Department
Human Capital Department
Finance Department
13. Production Department: This department looks around all the production of
the company. All plants in the country are in under its control.
Industrial Relation Department: This department deals with the problems of
the employees. The department listen the problems of the employees and
send them to the higher authorities for settling them up and stop them from
becoming a hurdle in the work progress of the company.
Sales and Marketing department: This department makes sure that the
product is easily available in the market for the customers to buy and deals
with the issues of advertisement, promotion, and distribution of the product.
Human Capital Department: This department takes care of the efficient
workers of the company, they select some efficient workers of in the company
recommend their names for promotion in job so that the workers remain
happy and don’t leave the company. Management level employees are dealt
by the department.
Finance Department: The department is concerned with cost and price of
the products produced by the company. It also tackles with import related
issues of the company. Finance department is assisted by the sales and
marketing department in making invoices and payroll entries.
14. Work specialization
There is a high percentage of work specialization in the Coca Cola Company
because every manager is appointed in the function in which he is expert so
there is no boredom or monotony. All the promotions of the employees are
based on their performances. No favoritism is allowed in the company.
15. Delegation and Accountability
There is a high percentage of delegation in the company. The work is done
with proper authority and responsibility. Every manager is made accountable
for the actions of his subordinates. All the subordinates are guided very
keenly by their respective managers at the time of accomplishing some goal.
Keeping the delegation process on the other side the managers also motivate
their subordinates to boost up their energy and make them more effective by
using different methods. They make their subordinated think that they have
to give their best to their managers which increases their performance,
quality of work and satisfaction of the customers.
16. Resource Allocation
When the issue of resource allocation comes into action ,the Coca Cola
Company has given the authority to managers to use the resources of the
company where ever and whenever they are needed. Only they are required
to get the approval from the manager if those assets belong to his
department. The resources can be capital, labor, machinery or anything else.
17. DIRECTING
The following major steps are taken by the Coca Cola Company in the Directing
function:
Motivation
Communication
Corporate Culture
18. Motivation
Coca Cola Company gives high attention to the motivation of the employees.
Promotions of hardworking employees are a part of the company’s policy.
Promotions of employees are done on the performance basis which is a great
motivation for the employee that higher his performance there is more
chance of his promotion.
Beside from promotion strategy the Coca Cola Company also uses the
compensation strategy to motivate the employee; Coca Cola is paying
industrial average in compensation. Not only this different campaigns and
competitions between the employees itself are also used to motivate the
employees.
19. Managers play a very important role in the motivation of the employees in
Coca-Cola Company. They help them in all their problems either they are
personnel or professional. They give them feedback on their performance
which makes the employee feel good. Working environment and a challenging
milestone are a major factor in employee motivation in the company.
20. Communication
There is an open environment in the Coca Cola Company which allows the
employees to communicate with each other and it allows the information to
flow inside the company and discourages the barriers between members to
share information. Before making the decisions the top level managers discuss
it with the middle level managers and before decision making it is shared till
the end of the hierarchy. The Coca Cola Company allows the employees that
anyone of them can meet the general manager if he/she is facing any kind of
difficulty.
Interdepartmental communication is done in the form of formal and informal
manners. To get the feedback of the employees and get the view of the
employee about the manager the grapevine is used.
21. Corporate culture
The top management of the Coca Cola tries to follow the prescribed culture
of the organization. Coca Cola has formal and documented values that are
communicated to all the employees. The top level manager acts as role
models to make sure that the rules and regulations are been applied in the
company and closely administrator review their employee’s behavior.
22. STAFFING
The company does the recruitment process when there is a position empty
and the recruitment is always done on permanent basis in Coca Cola
Company.
Recruitment is done when the manger needs the employee under him and he
send the request to the general manager and after the approval of the
general manager the request is sent to the Human Resource Department.
In Coca Cola firstly all the vacancies are announced within the organization so
that if there is someone who can fulfill the requirements can get him/herself
promoted or can refer someone of his relative to join if he is capable of that
job. If there are no suitable persons than the company searches its bank
where there are huge amount of application of the applicants. If there also
they find no person suitable for the job then at last they give the
advertisement in the newspaper etc.
23. CONTROLLING
In this function the company evaluates that either they have achieved the goals
which they had set before. If the answer is “yes” then the employees and
managers are rewarded with bonuses and other ways and vice versa. In the
following we’ll come to know that how the Coca Cola Company performs its
controlling function?
Sales Person’s Reporting System :
Sales person had to report to the market developer area every day about his
activities. He give him record of the per day sales and he can get any kind of
assistance by the area market developer anytime on any matter.
Attendance of the sales person is taken with the punch card system, with the help
of which the entry and exit time of the sales person is recorded.
Every sales person is given a route card in which there are details of the visit of
the outlets, how much time he spent on the outlets, number of sales made on the
outlets, the time taken during travelling from one outlet to the other, name of the
loader and sales person and the entry and exit time of the vehicle.
24. Apart from this the sales person is also given a forum to fill up for the orders
of the next day to be loaded in the truck. This makes the managers know that
how much sales of which brand and the size of the product are been done by
the sales person. The information is useful for the human resource
department because they have to evaluate the total performance and
calculate the total salary of the sales person.
Sales Person Evaluating System :
Evaluation of all the sales person is done on quarterly basis. Evaluation helps
in the promotion of the people to higher levels in the organization. The
evaluation is a great motivator for the sales person because due to this he
works hard to get promotion or at least the monetary reward. Monetary
rewards are not only given to the best sales person, they are also given to the
best market developer and the best sales manager of the year.
25. Performance development plan is kept as base to evaluate the performance
of the employee. The measurement of performance is done on the basis of
achievement of targets which were set and communicated at the start of the
year in front of each sales manager, each quarter to market developer and
monthly to ever salesperson.
This performance develop plan evaluates the sales made by the salespersons
on the basis of call slips, route calls, call completion, effective and
productive call, attendance of the salespersons, growth in sales done by the
sales man, market development and the punctuality of the sales person .
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