RUCHI SRIVASTAVA

PUSHPAM RAJ
ROHIT GUPTA
SANJEEV JHA
ABHISHEK KUMAR

WELCOME TO PRESENTATION
ON COCA-COLA

INTERNATIONAL BUSINESS

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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 World’s Most Powerful Brand

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.

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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 7
 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
Brand Localization Strategy: in India’
A: “Life ho to aisi”
B: “Thanda Matlab Coca-Cola”
C: “Open Happiness”

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.12
 Going
Global Our
Coke Pumps Quality
Promises
Targeting
Coca Hookha young
MARKETING
Mind
STRATEGY
Change Of
Coca Cads Bottle
Designs
Cocateria Fun Island
 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 ANALYSIS
SWOT ANALYSIS
Strengths Weaknesses
•World’s largest brand •Negative publicity
•Large scale of operations
•Robust revenue growth in two •Decline in cash from operation
segment. activities
Opportunities Threats
•Acquisition •Intense competition
•Growing bottled water market •Dependence on bottling partners
•Has sufficient capital to expand •Sluggish growth of carbonated
beverages
What’s new in Coca-Cola India
2009
Coca-Cola India Launches
Fanta Apple

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 HR POLICY
According 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.
GLOBAL HR POLICY OF
COKE
Job Analysis

Forecasting

Staffing

Training

Performance Appraisal

Compensation 19
 Job analysis and designing

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.
 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 APPRAISAL
They 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

op
en
do
o rp
ol i
cy
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.
 EUROPE
AN
NORTH UNION
AMERICA

EAST
EUROPE

PACIFIC
REGION

LATIN
AMERICA
AFERI
CA
 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 programme
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 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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