CocacolaWord文件下载.docx

CocacolaWord文件下载.docx

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3）Franchisedproductionmodel

TheactualproductionanddistributionofCoca-Colafollowsafranchisingmodel.TheCoca-ColaCompanyonlyproducesasyrupconcentrate,whichitsellstobottlersthroughouttheworld,whoholdCoca-Colafranchisesforoneormoregeographicalareas.Thebottlersproducethefinaldrinkbymixingthesyrupwithfilteredwaterandsweeteners,andthencarbonateitbeforeputtingitincansandbottles,whichthebottlersthensellanddistributetoretailstores,vendingmachines,restaurantsandfoodservicedistributors.

SinceannouncingitsintentiontobegindistributioninBurmainJune2012,Coca-ColahasbeenofficiallyavailableineverycountryintheworldexceptCubaandNorthKorea.However,itisreportedtobeavailableinbothcountriesasagreyimport.

4）Itsgeneralfinancialstate（profit,turnoverandshareprice）

In2013thefinancialreportofCoca-Colainthird-quartershowsupthatprofitrose5.9%,affectedbytheincreaseinsalespush.Thecompanyachievedaprofitof$2.45billioninthequarter,and54centsearningspershare.Theprofitwas$2.31billionlastquarterandtheearningsare50centspershare.Excludingspecialitems,thequarterearningsof53centspershare,comparedwith51cents.ByThomsonReuterssurveyofanalystshadexpectedto53centsearningspershareandrevenueof$12.05billion.Grossmarginnarrowedto60.7%from60.1%.

2012WorldTop500BrandsAnnounced:

Coca-Colarankedthirdanditsturnoveris46542milliondollarsandtheprofitsis8572milliondollars.Itssharepriceis40.13$inDecember11,2013.

2.Marketingstrategiesandsalesperformance

1）rangeofproducts

Coca-Colaisoneofthemostwidelyusedsoftdrinkintheworld.Thecompanyhasveryefficientandextensivedistributionsystemintheworld.ThereisagreatvarietyofbrandsofferedbyCoca-colathroughouttheworldlikeDietcoke,sprite,Fanta,Rccola,Minutemadeetc.youcanfindtheCoca-colasoftdrinksanywhereineverycountryoftheworld.

2）marketingstrategiesandsalesperformance

The'

Coca-Cola'

brandhasbeenadoptedthestrategyofglobalmarketing.TheyareconsideringthewholeworldassinglemarketplaceanduniformmarketingstrategywasbeingusedCoca-colaformanyyears,butnowthetrendischanginganddifferentmarketingcampaignsarebeingdesignedfordifferentregionsoftheworld.Businessdecisionsaremadeonadomesticbasistofitinwiththecultureandneedsofthedomesticcommunity.In1919Coca-Coladecideditwastimetogoglobal.TheCoca-ColaCompanydecidedtotakeitsoperationsbeyondnationalboundariesandmarketingresearchwasstartedincentralAmerica,chinaandmanyothercountriesoftheworld.BecauseofsuccessfulandefficientmarketingresearchCoca-colawasabletoproducegloballyindifferentregionsoftheworld.

IfwelookonadvertisingperspectiveofCoca-cola,advertisinghascreatedademandfor'

worldwide.However,advertisinghastobeinlinewiththedomesticculture.Anadaptedmarketingmixmeansadjustingthemixwiththeprevailingculture,geographic,economicandotherdifferencesindifferentcountries.Differentlanguagesandculturescausedproblems.

Inaddition,accordingtoBettman,Coca-Cola’sbottlingsystemisoneoftheirgreateststrengths.Itpermitsthemtodotheirbusinessonaglobalscalewhileatthesametimemaintainanationalapproach.ThebottlingcompaniesaredomesticallyownedandoperatedbyindependentbusinesspeoplewhoareauthorizedtosellproductsoftheCoca-ColaCompany.BecauseCokedoesnothavecompleteownershipofitsbottlingnetwork,itsmainsourceofrevenueisthesaleofconcentratetoitsbottlers

BrandimageisthesignificantfactoraffectingCoke’ssale.Coca-Cola’sbrandnameisverywellknownallovertheworld.Packagingchangeshavealsoaffectedsalesandindustrypositioning,butingeneral,thepublichastendednottobeaffectedbynewproducts.Coca-Cola’sbottlingsystemalsoallowsthecompanytotakeadvantageofinfinitegrowthopportunitiesaroundtheworld.ThisstrategygivesCoketheopportunitytoservicealargegeographic,diverse,area.

EventhoughCoca-ColaandPepsicontrolnearly40%oftheentirebeveragemarket,thechanginghealth-awarenessofthemarketcouldhaveaseriousaffect.Ofcourse,bothCokeandPepsihavealreadydiversifiedintothesemarkets,allowingthemtohavefurthersignificantmarketshares.Inresponsetothishealthconsciousnessissue,thecompanyintroducedDietCokein1982.Suchchangeofconsumerlifestylehadalsoledtotheintroductionofitsbottledpurifiedwater.

3.Culture

1）Mission

Themissionofcoca-colais:

Torefreshtheworld-inmind,bodyandspirit.

Toinspiremomentsofoptimism-throughourbrandsandactions.

Tocreatevalueandmakeadifferenceeverywhereweengage.

2）Vision

Toachieveourmission,wehavedevelopedasetofgoals,whichwe

willworkwithourbottlerstodeliver:

Profit:

Maximisingreturntoshareholders,whilebeingmindfulof

ouroverallresponsibilities

People:

Beingagreatplacetowork,wherepeopleareinspiredto

bethebesttheycanbe

Portfolio:

Bringingtotheworldaportfolioofbeveragebrandsthat

anticipateandsatisfypeople'

sdesiresandneeds

Partners:

Nurturingawinningnetworkofpartnersandbuilding

mutualloyalty

Planet:

Beingaresponsibleglobalcitizenthatmakesadifference

Productivity:

Beahighlyeffective,leanandfast-moving

organization

3）Values

Leadership:

Thecouragetoshapeabetterfuture

Collaboration:

Leveragecollectivegenius

Integrity:

Bereal

Accountability:

Ifitistobe,it'

suptome

Passion:

Committedinheartandmind

Diversity:

Asinclusiveasourbrands

Quality:

Whatwedo,wedowell

4）TheLogo

TheCoca-ColaZeroLogoistheprimaryassetfortheCoca-ColaZeroBrandandisthepreferredLogotorepresentthisBrand.

WearecommittedtousingtheCoca-ColaZeroLogoinitspurestoriginalform.ByboldlyusingtheScriptand"

Zero"

lockuponitsownorincombinationwithotherelements,wecancreateexecutionsthatretainthetrueessenceoftheCoca-ColaBrand,yetfashionsanenduringanduniquevisionfortheCoca-ColaZeroBrand.

5）HRManagement

CocaColaisoneoftheleadingbeveragecompaniesoftheindustry.Itrunsitsbusinesscampaignsallacrosstheworld.Itisimportantonthepartofmanagementtoorganizetheactivitiesofhumanresourcesandorganizingtechnologyalongwithotherresources.

ManagementatCocaColaCompanyfocusesontheacquisitionandretentionofhighlyskilledandknowledgeableemployeessothatitcanmaintainitstoppositioninthemarket.Ittreatstheseresourcesasanasset.Itprovidessuchconditionsofemploymentandproceduresthatenablesallemployeestodevelopasenseofunitywiththeenterpriseandtocarryouttheirdutiesinthemostwillingandeffectivemanner

Everyorganizationhasitsownpoliciesandstrategiesbywhichtheycontrolthefunctionsoftheirdepartments.Similarly,wealsohaveownpoliciesandstrategiesbywhichwecontrolallthefunctionsofourdepartments.cocacolaHRdepartmentisalsoconductingallthepracticesofHRMlikeJobanalysisanddesignofwork,recruitmentandselection,traininganddevelopment,performanceappraisals,compensation,employeerelationships,staffwelfareandmedicalpoliciesandsomeotherthingslikethat.Theseallpracticesareconductedbyownpoliciesandstrategies.

6）Jobanalysisanddesigning

1.Jobanalysisistheprocedurefordeterminingthedutiesandskillrequirementsofajobandthekindofpersonwhoshouldbehireforit.Jobanalysisconsistsoftwoproductsoneisjobdescriptionandsecondjobspecification.

2.CocacolacompanyHRdepartmentcheckitsownjobdescriptionandjobanalysisinwhichtheygettheinformationaboutemployeesworkactivities,humanbehavior,performancestandard,jobcontextandhumanrequirementsandalsootherinformationrelatedtothisconduct.

3.HRdepartmentofcocacolausedthisinformationforRecruiting,selection,compensation,performanceappraisal,training,andemployee’srelationship.

4.Designingorganizationalstructure:

authority&

control

TheCoca-ColaCompanycurrentlyemploysapproximately94800employees.Accordingtoageneralorganizationalchartobtainedfromthecompany’swebsite,therearemorethan5hierarchicallevelsatthecorporatelevel.

Forexample:

theheadoftheCanadiandivisionreportstothepresidentandCOOoftheNorthAmericanGroup.ThatpresidentreportstotheCFO,whoreportstotheOffic