Case Study Analysis on Coca Cola: Recruitment and Selection of Expatriates and International Managers

This case study analyzes Coca Cola's recruitment and selection process for expatriates and international managers. It explores the company's strategies and considerations in sending employees to work in different countries. The study highlights the importance of cultural suitability, language skills, and family support in the selection process. It also emphasizes the need for training and development, performance management, and compensation for expatriates. The report provides recommendations and an implementation plan for improving the company's expatriate management.

Running head: GLOBAL HUMAN RESOURCE MANAGEMENT 1
A case study analysis on Coca Cola Company: The recruitment and selection of
Expatriates and International Managers

GLOBAL HUMAN RESOURCE MANAGEMENT 2
Case study on personal experiences
The case study reflects on the knowledge that has been accomplished through Coca Cola
regarding the human resource management. I have been able to comprehend the recruitment
procedures that are undertaken by Coca Cola to select expatriates. The major aim of the company
is to improve expatriate talent thus persuading them to undertake global assignments. I have
learned that the company has been aiming to develop the congested operation of HR to border
expatriation function. The strategic human resource management problems in the company take
place from the strategic activities. The undertaking of global assignments by an MNC like Coca
Cola has been leading to several issues that have been witnessed by human resource managers in
the form of disastrous results. I have learned that the company regards the issues that are
witnessed by a family due to expatriation. As a result, it regards only those individuals who are
readily willing to work outside their home country. The knowledge that I have gained from the
employer reflects on essential management abilities that takes place in multiple scenarios by
human resource managers along with global policies of the company. The human resource
managers of Coca Cola has been getting equipped with employees related to particular reference
as well as requisite skills in order to become successful on global jobs. The major cause for
sending expatriates to a different country is to provide them with an exposure to the working
culture of that particular country. The expatriates are also provided with performance appraisal
that provides a contribution towards the yearly objectives of the company. I have learned that
human resource managers are imperative in selecting an employee who is willing to work in a
diverse working cultural environment. The expatriates aim at eradicating unnecessary ambiguity
with the help of human resource departments. It is imperative to provide relevant training in
order to accomplish good productivity from an employee. It requires to be kept in mind that it is
required to provide training as well as orientation to the expatriates before sending them to the
host countries. I have gained knowledge regarding the fact that global human resource managers
regard employee relations that differs significantly from one country to a different country. The
strategies that are adopted are used to motivate employees in one country that are regarded to be
useless in some other countries. It has been reflected that Coca Cola is a large multinational as it
has invested a huge amount of resource on expatriates for some particular projects. The company
also respects the tradition as well as culture of expatriates at the organizational level thus making

GLOBAL HUMAN RESOURCE MANAGEMENT 3
them feel valued. The skills of expatriates decide the compensation that they deserve. As a result,
the expatriates require to deal with the tasks at the global level.

GLOBAL HUMAN RESOURCE MANAGEMENT 4
Table of Contents
Introduction......................................................................................................................................4
Role of an Expatriate and International Managers..........................................................................4
Coca Cola Overview........................................................................................................................5
Recruitment and Selection of Expatriates in Coca Cola..................................................................6
Performance management of Expatriates in Coca Cola..................................................................8
Role of Training and Development of Expatriates..........................................................................8
Compensation for Expatriates..........................................................................................................9
Recommendation...........................................................................................................................10
Implementation Plan..................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

GLOBAL HUMAN RESOURCE MANAGEMENT 5
Introduction
As opined by Fulmer & Ployhart (2014), employees are the company’s most important
asset, and is one of the most important factor for the success and failure of any company’s
management. Businesses nowadays have become international and this is considered to be an
important step for a prolonged success. As per DeNisi and Sonesh (2016), when looking at
international assignments the employees are managed on the basis of their recruitment and
selection process, training, development and appraisal process. Since these steps are important
for bringing new people in the organization, it is also important to recruit the right people to
contribute to prolonged organizational success. This is the reason for organizations to recruit
international managers. These international managers or employees are generally referred as
expatriates who move from their home country to an overseas location for work. International
managers are considered as valuable resources and therefore their selection process needs to
function successfully in the organizations (Harzing, Pudelko & Sebastian Reiche, 2016). The
following report will analyze the case study on Coca-Cola and the role of expatriates and
international managers, their performance management and compensation strategies in the
company.
Role of an Expatriate and International Managers
Expatriates are employees of organizations in one country who are sent to other countries
for work and assigned to manage its operations on short-term and long-term business projects.
They help their organizations to establish operations in countries they are sent to serve, enter in
overseas market, transfer knowledge and skills to the business partners of their companies. The
experience gained from an expatriate’s serving period helps organizations to develop their
management skills base and their progress in the industry (van der Laken, van Engen, van
Veldhoven & Paauwe, 2016).
The employees of the companies of one country sign for walking in other nations on
short term and long term business operations and projects are known as expatriates. They help
their own organizations in establishing operations within other nations, enter international
markets or transfer knowledge and skills to the business partners and shareholders of their
organizations. Such experience helps companies in developing the ability of succeeding in
international Markets and also developed the base of management skills. The expatriates are able

GLOBAL HUMAN RESOURCE MANAGEMENT 6
to accomplish a greater level of understanding of the conditions of the local markets, cultural
factors and the business practices well than the employees who conduct international business.
The expatriates do so by working and living in the export territories search local awareness and
understanding helps companies in avoiding small mistakes and reducing the risks which could
potentially become barriers in this market success.
According to Zhu, Wanberg, Harrison and Diehn (2016), expatriates are used to working
closely with global agency, distributors, joint venture partners and subsidiaries for ensuring they
are able to understand the standards, values and culture of the parent companies. The basic
understanding related to cultural differences is also used by them for modifying all the factors
related to the local business practices. By adapting to the practices and culture of the parent
organization, the expatriates are able to make sure that the customers gain consistent service
standards within all the territories of export. Skills and knowledge are transferred to global
partners by expatriates (Tran, 2015). Business companies can enhance financial control and
business over the local operations by appointing expatriates for the management of business
within the territories of export. The help in the establishment of operational and financial targets
along with the partners of business with whom they work for monitoring the performances and
achieving the targets (Zhang, Harzing & Fan, 2018). Headquarters are provided with correct and
up to date reports which enables them in taking remedial actions and measures increase the
partners feel in meeting the targets. It is also insured by the expatriates that all the procedures
and policies as well as the customer service standards and quality are duly complied by the local
partners. The appointment of employees for global assignments can help companies in
developing their management competencies and skills. The expatriates are able to gain a broader
marketing perspective by learning to understand and recognize the conditions of the local market
and its diversity in various territories (Park & Chung, 2019). They are also able to develop
interpersonal and leadership skills for collaborating and managing the multicultural teams.
Business companies can develop talent of management by assigning expatriates which helps
them in developing the appropriate skills for succeeding in international markets (Dowling,
Festing & Engle, 2013).
Coca Cola Overview

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The Coca Cola Company is a multinational giant, retailer, manufacture and marketer of
non-alcoholic beverages serving in more than 200 countries, offering over 500 different brands,
and is the leader in its industry (Coca Cola, 2019b). As the competition is too high for Coca
Cola, it has continuously shown its dominance in the beverage industry to create uniqueness to
stand out. The company started its operations in May 1886 and started gaining success from
1895 onwards by selling their most famous carbonated drink in bottles which was a strategy
adopted to be well recognized in the international market (Ciafone, 2019). Today, Coca Cola is
the highest consumed and loved brand by people all over the world.
Recruitment and Selection of Expatriates in Coca Cola
The expatriate selection process is initiated to fill the abroad positions due to lack of local
people to take the vacant positions of the company or lack of management experience in a
multinational like Coca-Cola. The expatriates are sent according to their talent of handling
international assignments. Coca-Cola focuses on improving talents of its expatriates in order to
send them for taking up international projects in other countries. As a part of their selection of
expatriate strategy, Coca-Cola is concerned of sending the younger employees high potential
rather than the experience executives as expatriates. The candidates are selected keeping in mind
the significant achievements of the candidate, his/her skill sets, and how well they can benefit in
the future. The company does not focus on developing on its repatriation training programs for
the expatriates they are assured of returning to their country of origin once the assignment is
over. The expatriates are also assured of getting the jobs back and this creates a sense of
motivation for them to take up future assignments. There are several factors which Coca-Cola
thinks are of utmost important while selecting candidates for international assignments. It is
important for the expatriates to be aware of the values Coca-Cola holds, and should be able to
deliver the desired performance on the basis of their knowledge and expertise (Coca Cola,
2019c). The expatriates are also expected to gather knowledge from the overseas country they
are working. Moreover, Coca-Cola selects candidates who are capable of managing the business
efficiently with an ability to figure matters in take decisions from a strategic stand. However,
expatriates required to possess certain managerial and technical skills in order to accomplish the
work given during international assignments. On the other hand, the past experience of the
selected candidates are evaluated to check if they are suitable to undertake assignments outside

GLOBAL HUMAN RESOURCE MANAGEMENT 8
the country. Depending on their knowledge, work experience and ability to adapt to environment
of the host country, selected for the international assignment (Suutari, et. al., 2018). However,
technical ability and skills are highly preferred by Coca-Cola while selecting the suitable
candidates. Expatriates having work experience in other countries and who have gained
extensive international knowledge are preferred more, since they are likely to accomplish
specific assignments with their level of knowledge and expertise.
A cross cultural suitability is considered as an important attribute while accessing the
candidature of an expatriate. It becomes highly important for expatriates to understand the fact
that will be placed under a different working environment. Therefore, expatriates should respect
and value other cultures and adjust the differences in cultures, race and believes, values and
norms (AlMazrouei & Pech, 2015). Having a family can have a strong influence on the success
of the international assignments taken by an expatriate. Coca Cola considers the family is an
important part of every working individual. The company understands the issues that a family
might face due to expatriation, and therefore considers employees who are comfortable working
outside their home country. The language skills of an expatriate also an important factor while
their selection (Salgado & Bastida, 2017). This is because expatriates having a good command
on the local language of the host country will help them to establish good working relationships
and trust of their colleagues. Moreover, this is beneficial for Coca-Cola as a strong relationship
with the local people will have a positive impact on the company. Additionally, the skills and
characters of an expatriate are also an important factor while their selection for international
assignments. The company prefers their expatriates to be accountable for their mistakes, be
enthusiastic about their work, have self-confidence and gain good knowledge from their
experience in the host countries. Moreover, much preference is given to people having good
interpersonal skills and an ability to work with people of other cultures.
As a part of their recruitment and selection strategy, Coca-Cola highlights that the
motivation of an individual can help them reach new heights. During the selection process, the
expatriates reviewed on the basis of their explanations to be selected for international
assignments. Mostly, the candidature for expatriates is dependent on their personal abilities,
characteristics and the level of motivation they have to work for international assignments. The
multinational enterprise requirements have a great impact on the decisions to be taken and

GLOBAL HUMAN RESOURCE MANAGEMENT 9
selection criteria expatriates for the international assignments. As mentioned earlier Coca-Cola
focuses on building the skills of their expatriates so that they are able to train the locals and
emphasize negotiating skills in new international business environment (Coca Cola, 2019a). The
company also understands the role of an expatriate is not limited to achieving a single task but
look into various dimensions in order to improve the business of the company in the host
country. Coca-Cola appoints appropriate managers according to their expertise but when there
are no appropriate managers available at the host country, employment of expatriates are used
guarantee the desired value of work. In addition to that, Coca-Cola gives the chance to its
expatriates for their overall managerial development a building there competencies throughout
their international assignments and keep motivating them to achieve the organizational
objectives.
Performance management of Expatriates in Coca Cola
The expatriates are sent to other countries for the purpose of getting an exposure of the
work culture of the country and the policy Coca cola has adopted in that very country to establish
itself as an organization in that country in an incredible manner. The case study of Coca Cola
involves the management of the performance of the expatriates working in the Coca Cola
headquarters at Atlanta, the capital of the American state of Georgia along with other locations in
the United States of America (Noe, Hollenback, Gerhart & Wright, 2017). It is imperative that
the performances of the expatriate employees are measured in a proper and appropriate manner
and the expatriate employees are incentivized accordingly for incredible performance. On a
yearly basis, performance appraisal is conducted at Coca Cola, especially amongst their
expatriate employee that involves the report of these employees pertaining to their contribution
towards the yearly objectives of Coca Cola in the region of the United States of America.
Certain parameters are set by Coca Cola which are to be met by its employees on a yearly basis
(Deresky, 2017). The delivery of incredible performance by expatriates implies that there term at
the offshore workstation of Coca Cola is extended for a considerable period of time depending
on the work exigencies and the skills and abilities of the expatriate employee. It helps in the
integration of the employees of Coca Cola at the global level. As a result, Coca Cola plays an
extremely important role in terms of the diversified approach with regard to the rewarding of
expatriate employees for their commendable performance. The key thing associated with the

GLOBAL HUMAN RESOURCE MANAGEMENT 10
performance management of expatriate employees is the providing of feedback in a timely
manner which helps these employees to make improvements accordingly. It would help them to
progress accordingly at the global level (Innes & Stevenson, 2016).
Role of Training and Development of Expatriates
Training of expatriate employees by Coca-Cola has been an integral part of its human
resource management strategies and policies at the global level. These employees are briefed
about the modus operandi of the Coca-Cola at the US in such a manner so that they get an
overview of the work culture of the US as a whole. It also implies that the expatriate employees
are utilized as per their skills with regard to the respective job roles and they are also trained in
such a manner so that they develop and enhance their skills accordingly as per the protocol and
policy of Coca-Cola in the US (Coca Cola, 2019d). They are also trained about the regulations of
USA with regard to work and employment along with workplace conduct. The key thing which
acts as the driver for the welfare of expatriate employees is the undertaking of a diversified
approach as they have been transferred to the US from different countries. As a result, the
concept of Diversity Management plays a vital role in the overall functioning of Coca-Cola as a
whole at the global level in general (Uysal, 2013). It also involves that there should not be any
kind of discrimination on part of the higher management of Coca-Cola on the basis of the
country of origin as it would lead to the failure of the policy and schemes with reference to the
training and development of expatriates. It is also important on part of Coca- Cola to respect the
culture and tradition of the expatriate employees at the organizational level which would
eventually make them feel valued. The training of expatriates by Coca-Cola would help in the
fostering off an amicable relationship between the employers and employees with regard to the
disciplines relating to the global human resource management (Melkman, 2018). It is essential
for a multinational giant like Coca-Cola to advocate for expatriate training.
Compensation for Expatriates
The compensation of the expatriate would depend on their skills and knowledge with
regard to the handling of tasks at the professional level on daily basis (Bonache & Paz-Aparicio,
2015). It also depends of the level of experience of the expatriate employee along with the salary
at the Coca-Cola workstation of the previous country. Additionally, the cost of living in the US
would also play a vital role in the determination of the salary and compensation for the expatriate

GLOBAL HUMAN RESOURCE MANAGEMENT 11
along with the factors related to the cost of living in the US and the country where the person
was working previously along with the currency of the US and the previous country of
employment. For notable performance, the expatriate employees must be rewarded in the form
bonuses and incentives along with increment in their salary based on performance from time to
time. The appraisal bonus of the expatriate employees on a yearly basis forms a vital part of their
progress and development at the professional level thereby playing an incredible role in their
motivation to be more productive. Compensation for expatriates should be of a reasonable
amount (Ramaswami, Carter & Dreher, 2016). As a result, such a factor would help them to be
attracted and retained accordingly thereby ensuring the loyalty of expatriates towards Coca-Cola
at the US. It would also help in the management of workplace diversity on part of Coca-Cola in
the US at an incredible level. The compensation of expatriate trainees would also be quite
beneficial so that they can contemplate to apply for jobs at Coca-Cola after graduation.
Recommendation
It is an important fact that more attention should be focused on providing clear directions
about the expatriate's job during the assignment and well developed training programs should be
provided not only to the expatriates but also to their families. Since cultural adjustment is a
necessary step, Coca-Cola should provide help with the prevailing issues in the home country as
well as in the overseas country. It is recommended for Coca-Cola to develop pre-assignment
preparation strategies for the expatriates that would help them is there adjustment in the overseas
country. This might include a pre-departure training to help them know about the local culture of
that country. In addition to that, the company can provide support services such as translators,
local mentors, and contact persons to help expatriates adjust in their current work environment.
Overlooking the repatriation support strategies should also be an important strategy by Coca-
Cola. The repatriation support strategies will ensure that the expatriate will not leave the
organization after the assignment is completed in the overseas country. Therefore, the company
can simplify the repatriation process for the expatriates.
Implementation Plan
 The implementation plan will begin with understanding the characteristics of the
expatriates.

GLOBAL HUMAN RESOURCE MANAGEMENT 12
 A proper orientation program will be initiated carrying two parts, i.e., pre-departure
orientation an onsite orientation.
 When the expatriate is sent abroad, organizational orientation will be arranged and a
formal feedback survey on the orientation experience will be taken from the expatriate.
This will determine the importance of a formal orientation program.
 A time frame for the expatriate services will also be determined depending on the job
task we have been provided.
Conclusion
As observed from the aforesaid case study, it can be concluded by stating that the
analysis of Coca Cola pertaining to the United States of America is justified and appropriate. It is
also deduced and implied from the discourse regarding the welfare and development of
expatriates at the Coca Cola offices in the US, most notably the headquarters at Atlanta. The
recruitment of expatriates have also been discussed and demonstrated along with the criteria
adopted by Coca Cola for the selection of the expatriates. The role of the managers at the global
level with reference to the management and supervision of expatriates have also been taken into
consideration. The case study focuses on the background of Coca Cola. The case study on the
company as a multinational entity has also been analyzed and presented accordingly in order to
capitulate upon the scheme related to the welfare of the expatriate employees thereby presenting
its prospects of having a competitive advantage at the global level.

GLOBAL HUMAN RESOURCE MANAGEMENT 13
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