Business Management: Coca Cola Case Study

BA Business Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background/outline of project and related organisation.............................................................1
Goals and objectives...................................................................................................................3
Leadership and management behaviours....................................................................................6
Group and team behaviour .........................................................................................................7
Motivation and Perception........................................................................................................11
Reflection..................................................................................................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
The term business management can be defined as a systematic process of controlling
overall activities and operations in an effective manner so that company can get their desired
outcome. For success of a company, it is essential for managers to keep an extra sight of eyes
over each and every operation that is performed in a certain day. In the absence of proper
management of business, this may lead to a range of obstacles which may become cause of
dissolution of a firm. The report is based on a company that is “Coca cola”. This companies
headquarter is in Georgia, USA. The company deals in production and selling of a range of soft
drinks all around the world. In this project report, detailed information about various aspects is
included such as background of chosen company, their goals, leadership & motivation
behaviour.
MAIN BODY
Background/outline of project and related organisation.
Outline of project- The project is based on core concept: business management. Under
this project a company has been chosen about which a detailed information is mentioned in order
to find out ways in that they manage various aspects.
Background of company:
The company was founded in year 1892 and its history start from year 1886 when Dr.
John tried to make a unique test of soft drink which could be offered as soda in the market. In the
starting, Dr. John created a syrup and added some carbonated water that resulted in an excellent
test. This drink was tested by Dr. Perberton and named as coca cola by Frank M. Robinson. Until
his death in 1888, only two years after producing this became the world ’s most powerful
flavored soda, Dr. Pemberton sold parts of his company to different individuals, with the bulk of
the property being sold to Asa G. Candler, an Atlanta entrepreneur. Under Mr. Candler 's
guidance, Coca‐Cola sales spread outside Atlanta to drinking fountains.
Among the greatest obstacles for early bottlers were rival imitations of the brand
combined with a shortage of quality in the labeling across the 1,000 processing operations at the
period. The bottlers decided that a regular and distinct bottle was required for a distinctive drink
and in 1916 the bottlers accepted the special contour bottle.
1

Evolution of coca bottle- The 1980's contained unforgettable phrases like "Coke is It! "Track the
breeze" and "Feeling can't beat." Coca‐Cola began with computer graphics in 1993, and the
iconic advertisement "Still Coca‐Cola" was introduced in a series of advertisements featuring
interactive polar bears.
In 2009 the initiative "Free Happiness" was launched worldwide. "Free Happiness"' main
message is an invite to billions across the globe to stop, renew themselves with a Coca‐Cola, and
start to experience one of the basic pleasures of existence. The slogan "Free Happiness" was used
in supermarkets, ads, TV commercials and broadcast advertisements coupled with elements of
video and music. These all efforts make effective promotion of company’s product all around the
world which was going to lead increased goodwill. In 1985, April 23, respective company focus
on the publicity as well as they also attempted to modify the formula of beverage with a New
Coke (Allen, 2020). They conducted follow up taste test or evaluation in order to reveal effective
preferred taste of customers of the new coke of both Coke and competitor Pepsi. On the other
hand, in respect of Coca Cola management unprepared in order to the public nostalgia for old
drink this is leading to the backlash. In respect of this, Coca Cola gave in to protests as well as
return to the previous formula with the name of Coca Cola Classic. Then on July 10th 1985, new
Coke get available as well as it was renamed with the Coke II in year 1992 after that in 2002 it
get discontinued. In July 5 2005, it is exposed that respective company may resume their
operations in the Iraq for foremost time from the time when Arab League banded or boycotted
the firm in 1968.
At 2007 April, in Canada the respective company rename the Coca Cola Classic with the
Coca Cola. They mainly remove the classic word because firm is no longer manufacturing and
selling the New Coke so they eliminate the differentiate among the both drinks. In this the
formula of developing Coke remains unchanged just company stopped printing word Classic on
labels of 16 - US – fluid - ounce (470 ml) bottles. This is at the some parts of the south eastern
United States as well as this strategy of change in order to revive the image of product. Along
with the, Coca Cola removed word Classic from all the Coca Cola products by year 2011 (Davis
and Comeau, 2020). After than in 2012, respective company decided to resume their business at
the Myanmar which is after the absence of 60 year because United State imposed investment
sanctions against the respective nation. The bottling plant of the Coca Cola is located at the
Yangon as well as it is also considered as the company five years plans. Moreover firm invested
2

$ 200 million in the Myanmar. Respective company along with their partners invested US $ 5
billion in their operations at the India by the year 2020. In 2013, respective company announced
that the Coca Cola Life will be introduced at Argentina as well as some other location around the
world which can be Stevia as well as Sugar. Moreover, in July 2017 the respective company
drinks was banded or discontinued at the Britain.
In addition to this, according to the Coca Cola Company their main ingredients for
developing a drink are carbonated water, sugar (sucrose or high-fructose corn syrup (HFCS)
depending on country of origin) (Jena, 2020). Moreover it also includes caffeine, phosphoric
acid, natural flavourings, caramel colour and many more. Respective company always come up
with innovative drinks which attract more and more customers as well as it also increase the
sales around the world. Recently Coca Cola launched cherry vanilla flavour at the United State
on the 10th February 2020.
Goals and objectives
For every company it is essential to develop proper aim and objective because through that
they able to conduct their business operations and functions accordingly and properly. Moreover
it also enhances the company performance as well as it also improves the staff’s quality of work
because they know how to conduct work so that they can attain the desire goal and target
successfully at the potential marketplace. A goal is considered as a thought or idea based on the
future or required result which an individual or a group of people imagine, conduct plan
accordingly as well as commit for attaining it successfully. It is also determined that people
involve in attaining and reaching goal by setting a deadline because that help in developing
strategies according to the specific deadline (Santos and Mayoral, 2020). Moreover objective is
considered as similar to the goal which a company want to attain in a specific period of time
because through that they able to attain their desire target successfully which are of grow
business. In respect of Coca Cola the aim of firm is to enhance their profitability ratio in order to
maintain a long term growth for the business sustainability in the industry of beverage. It is so
because when a company want to sustain in the industry or market them able to increase their
sales as well as market presence because that will help in ensuring the sustainability as well as
profitability ratio impressively.
On the other hand objective of Coca Cola objective is to become a globally known
business which ensures that all of their business operations and functions are conducted properly
3