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Spain is a country in which over 21,000 fires happening every year and “coke recently helped to restore some of the forests around Madrid that have suffered badly from forest fires, planting indigenous species and building dams” (The Coca Cola Company: Spain, 2009). Moreover, Coke helps the countries to develop new environmental legislation and protection with its waste recovery or recycling operations. There are no other companies in the world which can claim the same popularity and wider supply chain networks than Coke. In short, the same popularity of Coca Cola products cannot be claimed by any other products, which is the reason why I chose this organization in order to analyse the supply network.
The growth of Coke is phenomenal in some parts of the world and it is necessary to assist the growth prospects with the help of an updated logistics or supply chain management system. Keeping in mind that, Coca Cola is constantly updating their logistics channels, to enhance the capabilities of their distribution system. Route optimization, route planning and load building are some of the strategies adopted by Coke to improve their delivery system. Because of the developments in the infrastructure facilities, new and easy routes might be developed at different areas. Coke explores all such possibilities periodically so that they select the cheapest routes for distributing their products.
Coca Cola is keen in incorporating new technologies into their logistics and supply chain operations in order to improve the services of their distribution channels. Recently, they combined their logistics and retail expertise with SAPs software-development talent to create applications to improve delivery to stores (Foley & Kontzer, 2004). The arrival of SAP software enhanced the capabilities of the account managers, delivery drivers, and
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Coca Cola Company was established in 1886, became an international company in 1984 and doubled the number of its marketing destinations in 1960. According to Senker and Foy (2012), the expansion in business size made the company expand its product line as well through the introduction of Sprite in 1961, Tab in 1963 and Fresca in 1966.
According to the paper supply network can be defined as a model in which products are moved through distribution channels from manufacturers to customers while at the same time consequently adding value to the products. A supply chain is an inter-connection of processes forming a chain. Supply chain network is the process of planning, implementing, controlling effective and efficient forward and reverse flow of products and also the storage of services and goods in relation to point of origin or point of consumption in the intention of meeting customers’ requirements.
Coca-Cola has a strong market presence in the soft drink industry and has been continuously introducing various new products to satisfy the needs of their existing customers as well as attract new customers. Through acquisition of local soft drink products and their various marketing strategies, they have been strategically gaining competitive edge and strong local market presence.
When this organization happens to be a multinational corporation like Coca Cola it is obvious that the brand equity of its products is relatively very high for customers and stakeholders. In regards to a large enterprise like Coca Cola it is easy to state that any large scale change of its product or products could lead to market unrest in a short term.
Deng Xiaoping's policy of opening China to foreign investors in 1979 generates a positive response from Coca-Cola. The company indicates its eagerness to capture China's large market as it was the first US business organization to express its desire to operate and distribute its products (Weisert, 2001).
The writer thinks that Coca Cola has to identify the products whose demand will be the maximum at the time of Olympics. It also needs to maintain continuous flow of raw material supply for the production unit. If the company can handle such pressure, it can surely expect to increase their profits in London Olympic of 2012.
The company believes in listening to its customers and offering products according to their tastes and preferences. Coca Cola’s products are committed to offering fun and joy to people. Therefore they follow the tagline to their product as “Open
The author states that the success of the Coca Cola Company is facilitated by the drivers for supply chain improvement. One driver for supply chain improvement used by Coca Cola Company is the facilities used by the company. The company offers contracts to bottling companies in countries where it does not have manufacturing subsidiaries.