Rapid Change The Coca Cola Company example essay topic

INTRO There are many factors, internal as well as external that impact the planning function of management within an organization, and Coca-Cola is no exception. More than a billion times every day, thirsty people around the world reach for Coca-Cola products for refreshment. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. The Coca-Cola franchise covers a population of approximately 398 million people. Coca-Cola Enterprises employs approximately 72,000 people who operate 463 facilities, 54,000 vehicles and approximately 2.4 million vending machines, beverage dispensers and coolers. RAPID CHANGE The Coca-Cola Company experienced a period of rapid change during the 1900 thru 1909 time frame when the company experienced a period of rapid growth.

This rapid growth was attributed to three pioneers sectioning off the country into territories and selling bottling rights to local entrepreneurs. Their combined efforts attributed to advancements in bottling technology which improved efficiency and product quality. "By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were only open during hot-weather months when demand was high" (Coca-Cola, 2004). During the 1920's and 1930's Coca-Cola began its international expansion led by Robert W. Woodruff, who was the Chief Executive Officer and Chairman of the Board. Coca-Cola plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa.

"By the time World War II began, Coca-Cola was being bottled in 44 countries" (Coca-Cola, 2004). These two different periods of time were when Coca-Cola experienced its most crucial rapid change due to bottling innovation and company expansion. GLOBALIZATION Beginning in the 1920's building their global network, Coca-Cola is now the "world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands in over 200 countries" (Coca-Cola, 2004). Competing globally is a difficult task due to the unpredictability of foreign markets (Bateman &Snell, 2003). Coca-Cola not only recognized the opportunity in the global market but was able to expand successfully. Canada and Panama were the start of their global market in 1906.

Since then they have expanded throughout the world. Coca-Cola successfully meets consumer's tastes globally; as a result 70% of their income is from outside the United States (Coca-Cola, 2004). TECHNOLOGY Coca-Cola originated as a soda fountain beverage in 1886, and at that time sold for only five cents a glass. While "early growth was impressive, it was only when a strong bottling system developed that Coca-Cola became the world famous brand it is today" (Coca-Cola, 2004).

Along with its network of bottlers, the company comprises the most sophisticated distribution system in the world. When we think of how far we come, it's somewhat difficult to believe that not all places have risen to our level. "In some of the higher elevations of the Andes, Coca-Cola is sometimes transported by four-legged power" (Coca-Cola, 2004). E-BUSINESS INNOVATION The market today is always changing. A company must be in tune with what consumers want.

Consumers get bored, and often want new products. In order to meet the wants and needs of customers a company must introduce new products or services Bateman &Snell, 2003). Coca-Cola in an effort to meet customer's needs created C 2 which is a low care soft drink. This was in response to the low care diets and the demands of consumers. They also intend to launch a new soft drink called Coca-Cola Zero. This is a zero calorie soft drink.

Knowing the importance of innovation the Coca-Cola Company has always strive d to create new products. They already have Coke with Lime, Lemon, Vanilla and Cherry. Raspberry will be the new flavor added to Coke coming soon. They also have plans to sweeten Diet Coke with Splenda, a sugar substitute that is safe for diabetics" (Coca-Cola, 2004). DIVERSITY The diversity at the Coca-Cola is evident with their presence in more than 200 counties. They feel that they are empowered within their business structure as well as the communities they serve because of their differences.

Their attribute their success to their consistent values. They understand that their future growth is "dependent upon their ability to develop a worldwide team that is rich in its diversity of people, cultures and ideas" (Coca-Cola, 2004). Knowing that diversity is not limited to the internal structure of an organization, Coca-Cola has used this same approach regarding their suppliers. Through their supplier diversity program they are building relationships with minority and women owned businesses by giving them equal access to procurement opportunities.

ETHICS The Coca Cola Company seems to pride itself on the ethical foundations of honesty and integrity. Coca Cola believes that these two ethical foundations are "the cornerstone values of the Coca-Cola Company" (Coca-Cola, 2004). The following from The Coca-Cola Company regarding their employee's obligation to uphold the company's ethical standards, "As company representatives, we all have the responsibility to act in every situation according to the highest standards of ethical conduct" (Coca-Cola, 2004). Coca-Cola institutes that its employees are the representation of the ethical standards behind the product. Coca-Cola has had some challenges throughout its existence as a company (i.e. "New Coke") and has felt the need to face each and every situation with Honesty and Integrity, believing that in order to remain valid and legit in the market place, a company must retain its ethical standards at all times. CONCLUSION

Bibliography

Coca-Cola Company. (2005).
A Global Business. Retrieved June 7, 2005, from web global business.
html Coca-Cola Company. (2005).
from web work. html from web company / history bottling. html Bateman, T.S. & Snell, S.A. 2003.