Coca-Cola Management Project Essay examples

3318 Words Feb 17th, 2012 14 Pages
• Company Introduction
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups and one of the most highly recognized soft drink brands in the world.(1) The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John S. Pemberton in Columbus, Georgia. (2)
The Coca-Cola formula and brand was bought in 1889 by Asa Candler (co-founder of Coca-Cola) who incorporated The Coca-Cola Company in 1892. (3)
Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.[4]
The company operates a franchised distribution system
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These strategic goals are decide by the top management with consultation by the parent company head quartered at Singapore. However, they are reviewed every year in the annual meeting to make sure that they are in line with the changing environment. They are:

 To continue to be an organization providing the quality products to the valuable customers.
 To select and retain the professional people for the organization.
 To project an outstanding corporate image.
 To satisfy the customer through extra ordinary service and an excellent service along with the complete tactical and operational support.

The top management of the company on an annual basis devises these goals together with the consultation of the lower level employees. Then each departmental director is given these annual tasks that then subdivide it on the quarterly or monthly basis to have a proper check to ensure that these objectives are achieved, mainly through marketing, is the job of the director of each division. For this year, these goals are:

 To increase the revenues by 20% as compared to last year.
 To increase the total retail customers by around 10%.
 To increase the market share by 5%.
 To reactivate the discontinued customers by 30%.

Operational goals are decided by the top management in consultation

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