Role of Technology in Sales Growth: A Case Study of Coca Cola

Running head: GLOBAL SALES MANAGEMENT
Global sales management
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1GLOBAL SALES MANAGEMENT
Introduction
In the current business scenario, technology plays an important role in determining the
competencies of the organizations. This is due to the reason that technological advancements are
evident in the current time and leveraging on them will only increase the organizational
efficiencies. Moreover, it should also be noted there are diverse challenges for the contemporary
business organizations that are being faced by them and technological leadership can play an
effective role in mitigating these challenges to a certain extent (Pagani and Pardo 2017). The
intensity of these challenges is more for the multinationals as they are facing from the
perspectives of different countries. Thus, it is important for the major multinationals to review
their external business environments and initiate the business strategies accordingly.
Determination of the external challenges will also help the contemporary business organizations
to design their strategies accordingly.
Among the major multinationals across the world, Coca Cola is one of the leading names
with having their presence in majority of the countries across the world. Thus, determination of
the external environments will be more varied in the case of Coca Cola. In addition, they are also
known for their extensive usage of technologies in their business operations. Thus, there is huge
scope evident for analyzing the business factors of Coca Cola (Yadav, Stapleton and Van
Wassenhove 2013). This report will discuss about the different factors in technological
development for Coca Cola, which will include utilization of the technology in driving the sales
growth, channels being used by them and the extent to which the technologies of Coca Cola are
successful in extending the reach of the brand. Furthermore, PESTEL analysis will also be done
in order to review and identify the critical external factors for Coca Cola in terms of their global

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business operations. Based on the identified factors, a few recommendations steps will be
discussed.
Role of technology in sales growth
It is identified that Coca Cola is utilizing the use of technologies in different steps of their
business operation and the core objective is not only to drive sales but also increasing the internal
efficiency. There are few technologies being initiated by them, which are focused on increasing
the sales volume while some others are focused on other areas. However, on the other hand, it is
identified that Coca Cola has initiated the use of technologies across their operational process
involving each steps (Elmore 2014). This is ensuring that the effectiveness and efficiency of the
internal process of Coca Cola is getting enhanced, which is in turn offering favorable outcome
from the market. For instance, Coca Cola is leveraging on the advanced technologies in their
production process by means of automated bottling process. This is helping them to increase the
productivity rate in the production process and increase in the average production. It should also
be noted that with the increase in the production level, economies of scale is being gained by
Coca Cola (Pfizer, Bockstette and Stamp 2013). Hence, the profit margin of Coca Cola is more
compared to their contemporaries. Cost leadership is being gained by them due to this
automation in attracting and retaining the customers.
It is also identified that usage of new technologies by Coca Cola is evident in the value
distribution process also, which is also contributing in increasing their sales revenue and
volumes. For instance, they have introduced greener bottles in the market in order to reduce the
environmental impact from the plastic pet bottles. Technological advancements in developing the
packaging helped Coca Cola to increase the value proposition for the customers. In addition, this

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is also enhancing the sustainable approach of the brand in the market. The above identified
technology in the production process of Coca Cola is enabling them in gaining cost leadership
while the technological advancements in the value distribution process are enabling Coca Cola in
initiating differentiation strategy. Lastly, it is also identified that they are also initiating
technological advancements in capturing value (Alvarez 2015). This is due to the fact that newer
promotional technologies such as automated dispensers are being introduced by them. With the
help of these dispensers, customers can try different combinations of beverages from Coca Cola.
This data is being collected in order to have the understanding about the dominant trends of the
customers along with providing the innovative choice to them. Thus, it is ensuring better brand
recall value for the customers along with offering the future products according to the dominant
taste and preference pattern in the market. All of these usages of technologies are ensuring the
value proposition is maximum for the customers and are contributing in the sales growth.
Effectiveness of the initiated technologies