Role of Information Technology in Gaining Competitive Advantage

Internal and external business business
environment and assess the role of information
technology to gain competitive advantage
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introduction to The Coco-Cola Company..............................................................................3
Background Information about The Coco-Cola Company....................................................4
Discuss about products and services of The Coco-Cola Company........................................4
Analyse competitive environment by applying Porter's five force analysis...........................4
Analyse inbound logistics, operations and outbound logistics...............................................7
Analyse two support activities in Porter's value chain...........................................................8
Identify key value adding activities with justification...........................................................9
Business could deploy information technology, innovative idea for enhancing competitive
position...................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Information technology is defined as use of computers in order to retrieve, manipulate,
transmit and store data and information (Alreemy and et. al., 2016). This is used by business for
carrying out their operations and activities in an effective and efficient manner. The use of IT has
made work easy for business and organisation for accomplishment of goal and objectives. IT
play effective part in providing satisfaction to consumer, communication, sales, logistics,
research & development and others. Present report is based on The Coco-Cola Company which
was established on 29th January, 1892 at United States. It is regarded as American multinational
business which manufacture non-alcoholic beverages as well as syrups. The main aim of report
is to discuss about background information along with their products and services. It has also
highlighted about competitive environment with use of Porter's five force model along with
operations, inbound and outbound logistics. The support activities are discussed by using Porter's
value chain.
MAIN BODY
Introduction to The Coco-Cola Company
The Coco-Cola Company is public organisation founded in January 29, 1892 headquarter
at Atlanta, Georgia, United States (.Ciabuschi, Dellestrand and Martín, 2015). It is beverage
industry that manufacture various types of non-alcoholic drinks and syrups for consumers. This
was founded by Asa Griggs Candler and John Smith Pemberton who established Coca-Cola. The
respective organisation is serving worldwide. Key people of The Coco-Cola Company are James
Quincey and Brian Smith who works as Chairman & CEO and President & COO of organisation
respectively. Currently, more than 62,600 employee are working in organisation for attainment
of goal and objectives. The different types of products of respective organisation are Coco-Cola,
crystal, crush, citra and so on. It is largest business in US which has above 2800 products selling
in 200 countries. Different types of assets which are owned by The Coco-Cola Company such as
international beverages private limited, Coca-Cola enterprises, refreshment products Finland Oy
and many more. It is also listed on NYSE as well as part of DJIA, S&P 500 index, Russell 1000
Index and Growth Stock.
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Background Information about The Coco-Cola Company
The Coco-Cola Company was formed in 1886 by John and Atlanta Pharmacist at their
chemical company. Bookkeeper named as Frank Robinson who chose name for drink and
followed trademark as Coco-Cola (The Coca-Cola Company, 2020). Pemberton has made toxic
drink for common ailments that is based on cocaine from leaf as well as caffeeine rich of Kola
nut where cocaine was removed in 1903. He also sold syrup to their local fountains and in 1891
Asa Griggs Candler possessed completed ownership of firm and incorporated The Coco-Cola
Company and registered at US patent in 1893. Under leadership of Candler, sales has been rise
from 9,000 gallons to 370,877 gallons in 1900. Similarly, in 1899 respective organisation has
signed their first agreement with independent bottling business, produce bottle and distributed
drink. After 2nd World war, there was change in packaging, development and acquisition of new
products. Also in 1978, it allowed to sold cold packaged beverages at China. In this way,
organisation kept on developing and growing at marketplace in an effective manner.
Discuss about products and services of The Coco-Cola Company
The Coco-Cola Company has more than 500 products in 200 countries in terms of syrups,
drink, beverages, non-alcoholic, juices and so on. Some of the brand of respective organisation
includes Ades, Amita, Bacardi, Cafe Zu, Coco-Cola drink, Daft Cola, Earth & Sky and many
more (Brands overview, 2019). Respective organisation manufacture as well as sells beverages
syrups and concentrates, finished beverages such as water, sport drinks, sparkling soft drinks,
tea, coffee, dairy, plant based drinks and others. This provide services to each and every
consumers by considering their need and demand of people for attainment of positive outcomes.
This is important for organisation to manufacture products as well as provide services in most
appropriate way. The Coco-Cola provide 18% of water product, 3% ready to drink tea, 6% of
juice, 58% of sparkling soft drinks, 11% of low as well as no calorie sparkling drink and 4% of
energy drinks and so on.
Analyse competitive environment by applying Porter's five force analysis
Competitive environment is referred as dynamical outside organisation in which
operations as well as functions of enterprise take place for attainment of goal and objectives
(.Côrte-Real, Oliveira and Ruivo, 2017). Whenever there is increase in seller for similar products
and services then it leads to rise in competition at marketplace among each other. Whereas on
other aspect, if number of provider or seller is low then it leads towards attainment of
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