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WELCOME TO PRESENTATION ON COCA-COLA

INTERNATIONAL BUSINESS

RUCHI SRIVASTAVAPUSHPAM RAJROHIT GUPTASANJEEV JHAABHISHEK KUMAR

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COMPANY CORPORATE OFFICE

Complete Address:-

Head office – ATLANTA GEORGIA USA.

Share Registry office: - LINK MARKET SERVICES LIMITED LEVEL 12, 680 GEORGE STREET , SYDNEY , NSW, AUSTRALIA, 2000

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COMPANY PROFILE

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed Holland.

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Cont..

The company was formed to sell three main

products.

1. Pemberton's French Wine of Cola (later known as Coca-Cola).

2. Pemberton's Indian Queen Hair Dye,

3. Pemberton's Globe Flower Cough Syrup.

The World’s Most Powerful Brand

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Cont…• The Coca-Cola Company is the world's largest beverage

company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world.

• The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day.

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BOARD OF DIRECTORS

1. Mr David M Gonski, (Chairman, Non Exec. Director)2. Mr Terry J Davis (Executive Director, Managing Director)

3. Ms Jillian R Broadbent, (Non Exec. Director)4. Mr Wallace Macarthur King, (Non Exec. Director)

5. Mr Geoff Kelly (Non Exec. Director)6. Mr Irial Finan (Non Exec. Director)

7. Mr David Edward Meiklejohn (Non Exec. Director)8. Ms Catherine Brenner (Non Exec. Director)

9. Ms Nessa O'Sullivan (CFO)10. Mr Ken McKenzie (CFO)

Company Secretary: - Mr. George Thomas Forster

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COCA-COLA PRODUCTS AND BRANDS

The Coca-Cola Company offers nearly 400 brands in over 200 countries

• Diet Coke (introduced in 1982), which uses aspartame, a synthetic phenylalanine-based artificial sweetener in place of sugar

• Diet Coke Caffeine-Free • Cherry Coke (1985) • Diet Cherry Coke (1986) • Coke with Lemon (2001) • Diet Coke with Lemon (2001) • Vanilla Coke (2002) • Diet Vanilla Coke (2002) • Coca-Cola C2 (2004) • Coke with Lime (2004) • Aquarius Mineral Water (2004) • Diet Coke with Lime (2004) • Diet Coke Sweetened with Splenda (2005) • Coca-Cola Zero (2005) • Coca-Cola Black Cherry Vanilla (2006) • Diet Coca-Cola Black Cherry Vanilla (2006) • Coca-Cola BlāK (2006) • Diet Coke Plus (2007) • Coca-Cola Orange (2007)

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COCA-COLA INDIA

• 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.

• Coca-Cola re-entered India in 1993. The vision of the company is to lead beverage revolution in the world and provide it’s consumer quality beverages at affordable price. As on June 2005, Company has 78 manufacturing locations across 24 states of the country.

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PRODUCTS IN INDIA BY COCA-COLA

• Coca-Cola• Thums-up• Fanta• Limca• Sprite• Maaza• Kinley• Georgia• Minute Maid

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COCA-COLA COMPETETOR

• PEPSI• NESTLE• PARLE

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COCA-COLA MARKETING STRATEGIES

Marketing strategy a part of the marketing management process: The marketing management uses marketing strategies so that they can meet the customer's needs. The marketing strategy involves pricing, advertising, branding, packaging.

• Some of Coca-Cola’s latest domestic marketing strategies include Coke dominating sales. Thousands of consumers visit fast-food restaurants every day and Coke feels that it is very important to have the consumer see and drink their product at such chains as McDonalds, Burger King, and Domino’s Pizza.

Brand Localization Strategy: in India’A: “Life ho to aisi”

B: “Thanda Matlab Coca-Cola” C: “Open Happiness”

Coke Pumps

Coca Hookha

Coca Cads

Cocateria Fun Island

Change Of Bottle

Designs

Targeting young Mind

OurQuality

Promises

GoingGlobal

MARKETING STRATEGY

Going Global: They plan to take up global marketing strategy through standardization and integration of the many services to ensure uniform growth for the company “Coke” throughout the world.

Global marketing strategies will be incorporated not in a specific area or country but other country also which was neglected till now, will get 100% recognition to the company “COKE”.

Places already company’s supplying

• Change Of Bottle Designs: As they are targeting young minds of India they have changed the design of the bottle to attract the young minds of India. As bottles of coke company have always been simple they are going to launch designer bottles with few new old attractive taste.

MARKET ANALYSISSWOT ANALYSIS

Strengths Weaknesses

•World’s largest brand•Large scale of operations•Robust revenue growth in two segment.

•Negative publicity

•Decline in cash from operation activities

Opportunities Threats

•Acquisition•Growing bottled water market•Has sufficient capital to expand

•Intense competition•Dependence on bottling partners•Sluggish growth of carbonated beverages

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What’s new in Coca-Cola India 2009

Coca-Cola India Launches Fanta Apple

HR POLICYAccording to Robert Goizueta( former CEO of coca cola)

In an age where everyone has basically the same information at the same time the advantage goes to that firm who have employee, who can create a competitive advantage.

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GLOBAL HR POLICY OF COKE

Job Analysis

Forecasting

Staffing

Training

Performance Appraisal

Compensation

HR department check its own job description and job analysis in which they get the information about employees work activities, human behavior, performance standard, job context and human requirements and also other information related to this conduct.

Job analysis and designing

Planning and Forecasting

HR department involves in company strategic planning .

They also make sufficient planning for hiring new employees in the future.

They forecast for the expected employees needs in the organization.

After planning they send this report to the head office for approval. If they get approval from the head office then they start recruitment process.

Recruitment process

Give ads in:-

News papers.

Company website. Institutions

Selection process

Interview.

Group exercises. Presentations. Psychometric tests.

Role plays/Situational Exercises.

Training process of employees

After recruiting the fresh employee they trained them for three months and also pay them salaries, after three months they become part of a firm.

they also give training to already exist employee it depend upon condition.

PERFORMANCE APPRAISALThey appraise the employee due to their performance about goals of the organization. They set the goals started the year and tell the employees about the goal if the employees achieve this goal they appraise the employees.

Steps in appraising performance

The performance appraisal process contains three steps;

Define the job.

Appraise the performance .

Provide feedback.

Compensation and benefits

HR department manage says that employees are our assets, there for they are careful about their health and benefits. They give following compensation and benefits:

Basic salary.

Bonus. Medical facility.

Pick and drop.

Gratuity fund

Social security

EMPLOYEES RELATIONSHIP

open door policy

GLOBAL HRM AT COCA COLA

OBJECTIVE OF THE CASE:

To build a cadre of internationally minded high level managers from which the future senior managers are drawn.

ABOUT THE CASE

Coca cola co. is the most successful MNC’s. It operate business in 200 country.It made the positioning of its brand as multi local company. That is having the philosophy of “think globally act locally”.

Cont…

Coca cola manage its global operation

through 25 operating division.

These 25 division are

manage by six regional group.

EUROPEAN

UNIONEAST

EUROPE

LATIN AMERIC

AAFERI

CA

PACIFIC REGION

NORTH AMERIC

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WAYS TO ACHIEVE HRM FUNCTION

By propagating a common HR philosophy within the company.By developing a group of internationally minded mid level executive (corporate HRM group) for senior management responsibility.The corporate HRM group has about 500 top level manager.

Cont…

Characteristics of corporate HRM group

managers are

a. expertise of particular field

b. good knowledge of the company

c. who can add value by the expertise they

bring to each assignment.

d. who can enhance their contribution to the

company by having international experience

Cont…

MISSION OF CORPORATE HRM GROUP

• Providing a philosophy around which local business develops its own HR practices

• Common salary philosophy

• These corporate HRM group is paid according

to US based compensation package.

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HR POLICY ACCORDING TO CASE

Think globally act locally:- Is a good definition of transnational strategy followed by coca cola.

The strongest strength lies in its ability to conduct business on a global scale while maintain a local approach.

Coca cola manage the department through a decentralize HR system.

Coca cola has an international advisory council to help senior manager in making effective decision for the coke.

Cont…Coca cola works on common salary philosophy.

Coca cola staffing policy follows a polycentric approach.

The corporate HRM group has about 500 mid level manager.

These HRM group conduct a two week HRM orientation every year.

Q1.Substantiate the phrase “ think globally, act locally”, from the perspective of key HRM function that could be practiced by Coca Cola.

“Think globally, act locally” Ans:Coca cola's staffing follows polycentric

approach for managerial positions as they have to do that because they "Think Globally and act locally”

Their HR policy also follows the combination of Ethnocentric as well as Geocentric approaches.

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Cont…

. This policy makes sense because this is aligned with their global strategy

Coca cola is a customer driven company. They try to manage/expand their business by

hiring the local candidate They think that the local people can

understand the local customers and employees better

service programme39

Cont…

At the same time they empower their local

managers with global experience they have by sending 500 high-level managers under global

.This way they add value to the local business from their learning experience from the other parts of the world.

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• By developing a 25 operating divisions• By developing the corporate HRM groups

from these 25 operating divisions.• By conducting two-week HRM orientation

sessions for HR staff from 25 operations• Empowering the local people for management

positions, this helps manage the employees and customers in the best possible way and expansion of the business is

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500 high-level managers are involved in its "global service program”.

Coca -cola in one part of the world learns from the experiences from other part of the world through the two week orientation session

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Q2.What in your opinion ,is the objective of the two week HRM orientation session organized by the corporate HR?

ANS. OBJECTIVE OF TWO-WEEK HRM

ORIENTATION SESSION• This two week orientation session is the exclusive

workshop being organized by the corporate HR

• This session is being organized for the HR staff from

each 25 operating divisions.

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Cont… These session gives an overview of the companies

HRM philosophy.

The corporate HRM groups tries to impart the companies philosophy to local units.

This session also work as an information sharing process.

This session facilitates the rapid transfer of innovative and valuable HRM tool from region to region

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