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The Coca-Cola Company is a market leader in retailing, manufacturing and marketing of nonalcoholic beverage syrups and concentrates (Neil, 1995). The company is well-known for its major product Coca-Cola, which has been invented by John Stith Pemberton, a pharmaceutist, in 1886. In 1889, Asa Candler first bought the Coca-Cola brand and formula and later, in 1892, incorporated the company (Neil, 1995). Currently the company offers over 500 brands in more than 200 territories or countries and supplies 1.6 billion servings every day. The company runs a franchised system of distribution, dating since 1889. It produces only syrup concentrates, which it then sells to different bottlers internationally. The Coca-Cola Company owns its anchor bottler Coca-Cola Refreshments in North America (Neil, 1995).
According to previous research, the company despite the existing weaknesses and strengths remains a strong brand and a market leader in the soft drinks industry (Paul, 2004). For instance, Dasani water, one of its products, remains the second best-selling bottled water in the global markets. The huge investments the company channels to market research and advertisements show the willingness of the company to diversify its products to meet the contemporary changing consumer, tastes, preferences and trends (Paul, 2004). However, the company faces a stiff competition from other companies, such as Pepsi Company, since the company has not been able to fully implement non-carbonated production technologies (Paul, 2004).
Implementation of the Company’s Strategy
Change has become the main issue for organizational leaders. Change is happening in all places and its complexity is increasing. How well the organizational leaders manage this change will determine the organization’s success (Minal, 2010). The Coca-Cola Company has faced a number of changes both in the internal and external environment, which has led to its success. In the external environment the company changed the tastes and expectations of the consumers. This included adopting Coca-Cola Zero and Diet Coke to deal with obese consumers, as obesity was seen to increase, especially in the United States. The company also introduced Enviga, a soft drink meant to burn calories in order to deal with the health and fitness of its customers. This change is caused by health and fitness trends and consumer tastes, which had a major impact on the company’s business (Minal, 2010). This has also enhanced the company’s brand. In addition, Coca-Cola has attracted lots customers and maintains a competitive advantage over its rivals.
Besides, the company employs the employee motivation. Employee motivation is vital for the success of every company (Minal, 2010). This can be achieved through rewarding the staff by increasing their salaries, increasing their rest days, recognition, career development and promotions among others. The Coca-Cola Company always rewards its staff in order to increase the work efficiency, thus leading to the company’s success. The company’s culture affects the industrial relations between the employees and managers. Poor culture results to disagreements between the top management and the staff, leading to no motivation and inefficiencies in production (Porter and Kramer, 1999). For instance, reducing employees rest days, bias in promotions, poor working environment may lead to conflicts with the management, leading to the work done inefficiently (Porter and Kramer, 1999). However, the company is well known for ensuring that it maintains a healthy organization culture that enhances the working of the employees.
The paper has encompassed a strategic implementation of the Coca-Cola Company. It is evident from the paper that Coca-Cola Company has gone through a lot of challenges and weaknesses, but it is still the strongest brand in the market of soft drinks. This is due to the strong implementation strategy used by the company.