Case Study On The Sales Management Of Cocacola 1v5n4u

Sales Management of Coca-Cola Company A Case Study

Angelo M. Magadia BSBA-MM-3-1N

Sales Management of Coca-Cola Company: A Case Study

TABLE OF CONTENTS Mission and Vision Mission Vision Our Winning Culture I.

Sales Operation Techniques and Procedures Incorporate New Technologies Reaching Out To Everyone Keeping Up with Trend

II.

Formulation of Sound Sales Policies and Effective Motivation of Sales People Communication that Leads to Results Training and Mentoring Financial Rewards Energizing Environment

III.

Mental Attitudes, Moral Integrity and High Sense of Values

Mission and Vision

Sales Management of Coca-Cola Company: A Case Study

The company is facing a huge numbers of challenges from all over the world. Competitors are coming up with brand new strategies that threaten Coca-Cola. The company’s mission is to continue thriving as a business over the next ten years and beyond. The company is looking ahead, understanding the trends and forces that will shape its business in the future and moving swiftly to prepare for what's to come. That's what the company’s 2020 Vision is all about. It creates a long-term destination for the business and provides it with a "Roap" for winning together with its bottling partners. Mission “Our Roap starts with of our mission, which is enduring. It declares our purpose as a company and serves as a standard against which we weigh our actions and decisions. a. To refresh the world. b. To inspire moments of optimism and happiness. c. To create value and make difference.” Coca-Cola has used the word “roap” which indicates that their mission statement is positive and optimistic because they’re saying there’s a future to look forward to. Their mission is a standard to which they create values and make differences in communities too poor to afford even basic necessities. So Coca-Cola decides to fund these communities and in turn they create a new place to generate profits (The Coca-Cola Company, 2014). Vision “Our vision serves as the framework for our Roap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable quality growth. a. People: Be a great place to work where people are inspired to be the best they can be. b. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people desires and needs. c. Partners: Nurture a wining network of consumers and suppliers, together we create mutual, enduring value.

Sales Management of Coca-Cola Company: A Case Study

d. Planet: Be a responsible citizen that makes a difference by helping build and sustainable communities. e. Profit: Maximize long term return to shareowners while being mindful of our overall responsibilities. f. Productivity: Be a highly effective, lean organization.” (The Coca-Cola Company, 2014).

and

fast

moving

Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.

Live Our Values Our values serve as a com for our actions and describe how we behave in the world. 

Leadership: The courage to shape a better future

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Collaboration: Leverage collective genius

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Integrity: Be real

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ability: If it is to be, it's up to me



ion: Committed in heart and mind

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Diversity: As inclusive as our brands

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Quality: What we do, we do well

Focus on the Market 

Focus on needs of our consumers, customers and franchise partners



Get out into the market and listen, observe and learn



Possess a world view

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Focus on execution in the marketplace every day

Sales Management of Coca-Cola Company: A Case Study



Be insatiably curious

Work Smart 

Act with urgency

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Remain responsive to change

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Have the courage to change course when needed

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Remain constructively discontent

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Work efficiently

Act Like Owners 

Be able for our actions and inactions

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Steward system assets and focus on building value

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Reward our people for taking risks and finding better ways to solve problems



Learn from our outcomes -- what worked and what didn’t

Be the Brand 

Inspire creativity, ion, optimism and fun. (The Coca-Cola Company, 2014)

Sales Management of Coca-Cola Company: A Case Study

I.

Sales Operation Technique and Procedures

Incorporate new technologies Because Coca-Cola has been selling products for more than 100 years at this point, the firm has seen the face of marketing change drastically. When the enterprise was founded in the late 19th century, chances are marketers relied on signage and ments in the newspaper. Should a company only incorporate those mediums in their promotions now, they're probably going to fail fairly quickly. Adaption is key. Each time marketing technology evolves; Coke has been able to switch up their strategies, taking advantage of every opportunity possible. Here are few examples, Happiness Strikes: In 2010, a Coca-Cola vending machine delivered “doses” of happiness – everything from fresh flowers to pizza – to unsuspecting students on a college campus in New York. The hit viral video inspired dozens of similar stunts around the world and left Coke fans forever wondering, “Where Will Happiness Strike Next?”, Hugs = Happiness: Vending machines need love, too. This unit at the National University of Singapore was programmed to dispense a Coke when someone gave it a hug. On a similar note, a special machine in Puerto Rico accepted smiles as currency this summer, rewarding consumers who shared their inner effervescence with an ice-cold Coca-Cola. The Heat is On: For the past two summers, Limon & Nada vending machines at select water and amusement parks in Spain have adjusted the price of the thirstquenching lemonade depending on the outside temperature. When the mercury rose, the price dropped. Reaching out to everyone Another lesson that can be garnered from Coke's efforts is that companies have to be inclusive, rather than exclusive. This is a strategy that the soda company has been able to embrace in the past, though perhaps a blunder by the business' marketers can better showcase why this is important. Coke did some marketing campaigns celebrating people’s connecting out with one another. Few examples are: Hey Pal, Need a Lift?: To celebrate International Friendship Day, Coca-Cola Argentina installed this 12-ft.-tall vending machine, which could only be reached with a boost from a buddy. Friends who completed the task received not one, but two, Cokes. Small World Machines : High-tech vending machines installed in malls in

Sales Management of Coca-Cola Company: A Case Study

Lahore, Pakistan and New Delhi, India – two cities separated by only 325 miles, but seemingly worlds apart due to decades of political tension – invited shoppers to set aside their differences and share a simple moment over a Coke. Keep up with trends While Coke does offer a number of low-calorie and diet options, sodas have largely been seen as a detriment to people's health in recent years, spurred by healthy living trends. Marketers at Coca-Cola have kept apprised of global trends, and the brand is being lauded as staying relevant even during a time when consumers are looking for healthy beverage options. The Associated Press reported that the manufacturer recently scored many points with consumers when they announced they would no longer be marketing to children. The source said that the brand would be changing labeling and overall promotional strategies, something that many people across the world appreciated. This type of move, even when restricting marketing options, can actually help brands gain customers. Coke showed that it cares about the health of its fans and values their preferences, which can go over extremely well.

II.

Formulation of Sound Sales Policies and Effective Motivation of Sales People

Coca-Cola is a huge international brand that has more than 700,000 employees. The company has very specific practices in place to ensure that employees are motivated to do their best and feel like they have an important role in the company's future. Communication that Leads to Results When Coca-Cola employees are asked for their opinions, they know that someone's listening; Coca-Cola developed its mission statement and core values around employee input. Every year, it distributes a global Employee Insights Survey, seeking employee insight on how the company is run and how things can be improved. The survey is more than just a penand-paper form. It typically comes in the form of a private website or blog, open for a limited period of time, where employees can respond and offer Sales Management of Coca-Cola Company: A Case Study

ideas and criticisms on management and other subjects. Coca-Cola tracks the responses and resulting improvement from year to year. The company's website states that its 2010 survey showed an employee engagement score of 84 percent, which was an increase of two points from 2008. Training and Mentoring Allowing employees the opportunity to grow in their skills and be trained to do even more is a big focus at Coca-Cola. The company offers a number of development programs to encourage and motivate employees. Peak Performance offers continual opportunities for employee rewards; developmental forums offer teaching opportunities; and functional developments let employees build job skills for their area of focus. Coca-Cola University is an online teaching environment for employees. In addition, employees are given short-term assignments that give them a chance to work in a field different from their own, whether it's a different department or a different country. Financial Rewards Coca-Cola also offers financial rewards to motivate employees to reach greater pinnacles. Compensation is competitive. Every year, employees have performance reviews that give them a chance to receive merit raises. A Coca-Cola Red Tag program rewards employees with travel and merchandise as a way to recognize exceptional performance. Employees also get tuition reimbursement, and their children can qualify for scholarship funds. Car discounts, free parking and employee discount programs are also offered. Energizing Environment Coca-Cola also strives to offer an energizing environment that will motivate employees every day. On site,, employees have access to a cafeteria, dry cleaning, a credit union, a store and free parking. Different Coca-Cola work sites offer different perks. In the UK, the Coca-Cola headquarters includes free drinks and fruit, special hours during the summer and an on-site gym.

III.

Mental Attitude, Moral Integrity and High Sense of Values

Sales Management of Coca-Cola Company: A Case Study

The Coca-Cola Company listed top reasons on why people should work with them: Ability to make a difference: being part of a company that creates value & makes a difference everywhere we engage. The Coca-Cola Company is a place where you can make a positive mark on the world. Whether through our sustainability initiatives, human rights work or the ripple economic impact each person creates by simply doing their job well, there are endless opportunities to build shareholder value and make an impactful contribution to many communities. Ability to Grow: it's ... together, we will bring out the best in ourselves and our Company. A career at The Coca-Cola Company is truly a one-of-a-kind experience. It's more than working for the global beverage leader; it's an opportunity to be a part of something that impacts the world. Every person has the opportunity to create a long and successful career with TheCoca-Cola Company. With operations in over +200 countries, and full catalog of development programs, the growth opportunities with this Company are boundless. We want to become... one of the most respected companies in the world. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the globe, you can still find Coca-Cola. In 2012 The CocaCola Company landed the number four spot on Fortune's list of the ‘Worlds Most ired Companies'. Our unyielding commitment to integrity and quality has earned us the respect of customers, partners and consumers globally. We have embarked on a strategic journey... with our bold vision reflected on clear goals for employees all over the world. In 2009, global changes presented us with a unique opportunity to significantly strengthen our business for the long term, prompting us to create our 2020 Vision: Our Roap for Winning Together With Our Bottling Partners. This one-page action plan outlines our goal to double our system revenues by 2020, and was produced based on input from associates, bottlers and other key stakeholders globally. The vision is based on our

Sales Management of Coca-Cola Company: A Case Study

fundamental belief that businesses have the power to change the world while achieving extraordinary financial success. What is most inspiring about this short document is that it reflects a future where success is defined not solely by how much profit the Company generates, but by the work environment, the impact on our planet and the communities we serve, how we treat our partners and how we steward our resources. Values Our values serve as a com for our actions and describe how we behave in the world. With help from our people, we have defined behaviors that reinforce our values: 

Leadership: The courage to shape a better future



Collaboration: Leverage collective genius



Integrity: Be real



ability: If it is to be, it's up to me



ion: Committed in heart and mind



Diversity: As inclusive as our brands



Quality: What we do, we do well

Be part of a diverse team We believe our company should be as diverse as the markets we serve and as inclusive as our brands. This diversity allows us to understand and connect to the needs of our consumers and our customers everywhere we operate and to continue to innovate in everything we do. At Coca-Cola you have the opportunity to work on teams with people who have different backgrounds and ideas and who work in offices across the globe. We are all unified by our love for the Company and desire to add value and make a difference. A unique culture... where people convert their ion into action Being a great place to work where people are inspired to be the best they can be.

Sales Management of Coca-Cola Company: A Case Study

From day one, you'll notice a culture where our people are truly dedicated to living our values. We consider The Coca-Cola Company to be a local business on a global scale. TheCoca-Cola brand represents qualities such as caring, sharing, connecting, integrity and excellence. Our culture mirrors those attributes. To put it simply: we are the brand . One Company. One Team. One ion. 

One Company. As our journey continues, our shared ion is transforming TheCoca-Cola Company. When you the Company, you'll enjoy an environment where ideas are free to find their way, is close at hand and pride inspires us to grow. Each day we're developing meaningful and accelerated learning opportunities and anticipating the skills and resources we will need to meet our future demands.



One Team. At The Coca-Cola Company, it's our people who make magic happen. Our job is to refresh the world, and it requires the vision, innovation, and ion of every single one of them. Each day the relationships you build will help you succeed not only in your job, but in your career as well.



One ion. The love at The Coca-Cola Company goes farther than our portfolio of brands, our people and our company. From our efforts to ensure that we have fair and inclusive workplaces to our responsibilities outside our business, we do our best to spread the joy of The Coca-Cola Company. We believe in fostering a workplace that embraces all of our people's unique abilities. We're committed to ing our communities. And, we're dedicated to preserving and protecting our planet.

Rewarding Environment: benefits & rewards Total Rewards is more than just pay and benefits. It's about the total value of working at The Coca-Cola Company. That includes programs focused on the complete package of pay, benefits, learning and work environment. Our benefits -- coupled with our compensation programs and the opportunities to build a career through the experiences the Company offers -- deliver competitive rewards that continue to differentiate us in the market.

Sales Management of Coca-Cola Company: A Case Study

To ensure that our programs are competitive, the Company regularly benchmarks our programs against those of other leading companies in countries where we operate. We regularly evaluate and, as needed, update our rewards programs to ensure they are aligned to drive the expected business results that are focused on creating sustainable long-term growth.

http://www.coca-colacompany.com/our-company/mission-vision-values http://www.coca-colacompany.com/innovation/dispensing-happiness-12innovative-coca-cola-vending-machines-in-action http://www.coca-colacompany.com/our-company/mission-vision-values http://www.coca-colacompany.com/careers/why-work-at-the-coca-colacompany http://www.coca-cola.co.uk/about-us/our-people/ http://direxxismarketing.com/marketing-operations/a-look-into-coca-colasmarketing-techniques/

Sales Management of Coca-Cola Company: A Case Study

http://everydaylife.globalpost.com/type-employee-motivation-cocacola-offer37161.html

Sales Management of Coca-Cola Company: A Case Study