Submitted by: Submitted by lclc065
Views: 539
Words: 2211
Pages: 9
Category: Business and Industry
Date Submitted: 04/17/2012 02:46 PM
Creating an effective organisational structure
01_Introduction
The Coca-Cola Company is truly global, and its main product is
recognised and consumed worldwide. The Company organises and
structures itself in a way that reflects that fact. At the same time,
the Company looks to meet the particular needs of regional
markets sensitively and its structure also needs to reflect that fact.
This Case Study illustrates the way in which the Company has
built an organisational structure that is robust and yet also flexible
enough to meet these particular requirements.
02_A global and local strategy
2. quality – consistently offering consumers products of the
highest quality
3. marketing – delivering creative and innovative marketing
programmes worldwide
4. global availability – Coca-Cola products are bottled and
distributed worldwide
5. ongoing innovation – continually providing consumers with
new product offerings e.g. diet Coke (1982), Coca-Cola Vanilla
(2002).
The illustration below shows the worldwide distribution of sales of
Coca-Cola products by quantity in 2003.
2003 Worldwide Unit Case Volume (Total 19.4 billion)
The Coca-Cola Company is the world’s largest beverage company and
is the leading producer and marketer of soft drinks. The Company
markets four of the world’s top five soft drinks brands: Coca-Cola,
Diet Coke, Fanta and Sprite. The success of The Coca-Cola Company
revolves around five main factors:
1. a unique and recognised brand – Coca-Cola is among the most
recognised trade marks around the globe
Latin America
25%
Europe, Eurasia
& Middle East
22%
North America
29%
Africa 6%
Asia 18%
Although Coca-Cola is a global product with universal appeal, the
Company actually operates in local environments around the
world, with each country having its own unique needs and
requirements. So while Coca-Cola is probably the only product in
the world that is universally relevant in every corner of the globe,
the...