Manufacturing Strategy

This report discusses the manufacturing strategy of Coca-Cola Singapore and its impact on business performance. It explores the link between organization, marketing, and manufacturing strategy. The report also highlights the current business environment and provides recommendations for improving the manufacturing capability of Coca-Cola Singapore.

Running head: MANUFACTURING STRATEGY
Manufacturing Strategy
Name of the Student
Name of the University
Author Note:

1MANUFACTURING STRATEGY
Table of Contents
Introduction..........................................................................................................................2
Discussion............................................................................................................................3
Coca-Cola Business.........................................................................................................3
Coca-Cola Objective and Strategy...................................................................................4
Terry Hill Framework for Coca- Cola Singapore............................................................6
Present business environment which can affect company strategy.................................7
Linkage between organization, marketing, and manufacturing strategy.........................8
Present manufacturing strategy of Coca-Cola.................................................................9
Competitive advantage and business performance of Coca-Cola.................................10
Infrastructure and Control design of Coca-Cola............................................................11
Conclusion.........................................................................................................................12
Recommendation...............................................................................................................13
References..........................................................................................................................14

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Introduction
The following report mainly highlights about Coca-Cola Singapore whose headquarter is
established in downtown, Atlanta, Georgia. Coca-Cola is considered as a catalyst for both social
interaction and inspiring innovation (Powell and Gard 2015). It is considered to be unique kind
of movement in the industry which has been arranged in chronological way. Coca-Cola
Singapore has ultimately lead to creation of global brand which tends to provide huge among of
moments for everyday refreshment. Coca-Cola Singapore beverages Ltd is a part of Coca-Cola
group entity which is managed by Bottling Investment Division Group. It is considered to be
fully owned entity for organization whose headquarter is based in United States (Pansari and
Kuma 2017). Coca-Cola Singapore tends to provide benefit along with refreshment to large
number of people. The main belief of this idea is all about grounding in local insights and
beliefs. Coca-Cola organization focus on providing a huge variety to parents, youth and lastly
children. At present, the choices are inclusive of large number of this like water, sports drinks,
tea and coffee products. In the near future, it will come up with huge number of options for
consumers.
In the coming pages of the report, an idea has been provided with business of Coca-Cola.
After that, an identification has been with respect to objectives and different kind of strategies.
An analysis has been done with respect to current business environment which can affect the
organizational strategies. A proper link has been established between marketing, organization
and lastly manufacturing strategies. The present manufacturing strategy of this organization has
been discussed in details. After that, a discussion has been provided with respect to business
performance and competitive advantage. The last section of the report mainly deals with list of
recommendation for improving the present manufacturing capability of Coca-Cola Singapore.

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Discussion
Coca-Cola Business
The business of Coca-Cola Singapore tends to operate on large scale and even in
community where people tends to business. Coca-Cola aims to create global reach with main
focus on the overall strength of Coca-Cola System (Gorodnichenko, Kukharskyy and Roland
2018). The organization tends have more than 250 bottling partners on worldwide platform.
Coca-Cola is not only a single entity but is legal or even managerial perspective. The
organization does not control the various bottle partners located on global platform. Coca-Cola
can be stated as comes up with system which tends to operate with the help of different local
based channels. The main focus on the product is all about reaching marketplace which begins
with Coca-Cola.
The organization owns a brand name and is mainly responsible for different kind of brand
initiatives. The bottling manufacture tends to manufacture, packages and distribution of beverage
to large number of customers and different kind of vending partners (Irefin and Mechanic 2014).
Coca-Cola organization focus on distribution and production of coke, soft drinks on global
platform. The organization tends to offer sparkling beverages which are inclusive of both
sparkling beverages and still beverages. The sparkling beverages are mainly inclusive of
nonalcoholic some ready to drink beverages along with carbonation with some carbonated
drinks, carbonated waters and lastly some flavored waters. Organization comes up with still
beverages without any kind of noncarbonated waters. It aims to provide some kind of beverages
ingredients, mountain along with powder for purified some water products. The business system
of Coca-Cola Singapore has been explained with the help of proper diagram.

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Fig 1: Coca-Cola Business System
(Source: Alserhan 2017)
Coca-Cola Objective and Strategy
Coca-Cola Singapore aims to improve their profit along with maintaining long-term
growth in the whole beverage industry. The main five strategies of Coca-Cola Singapore are

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Driving revenue and growth of profit: Singapore tends to play key role in overall
growth plan of Coca-Cola Singapore (Boyjoo et al. 2017). Coca-Cola makes use of revenue
growth strategies for business in such a way that can be easily varied in different market type.
The employees in Coca-Cola receives incentives as per the need. In the growing market, Coca-
Cola focus on increasing the overall volume, keeping the beverages and strength the foundation
of overall success. In growing market, Coca-Cola Singapore tends to set up balance between
both volume and pricing (Karnani 2014). In the present developing market, we merely focus on
more price/mix and improving the profitability by providing small packages. It merely tends to
provide some kind of premium packages like glass and bottles.
Investing in Business and Brand: Healthy business of Coca-Cola mainly tends to have
ongoing investment. Coca-Cola Singapore tends to make choice with respect to more and better
marketing of the given brands (Irefin and Mechanic 2014). It mainly emphasizes on increasing
both quality and quantity for advertisement. Coca-Cola Singapore has mainly stressed
advertising on media by more than 250 dollars. Coca-Cola focus expansion of some kind of
beverage portfolio. The organization should focus on addressing much stronger and more
impactful kind of advertisement (Edmans, Goldstein and Jiang 2015). At the same instance,
Coca-Cola has invested in a brand named Suja which is a premium organic and cold pressed
juice.
Coca-Cola becomes more efficient: Coca-Cola focuses on building in much greater
amount of growth amount. The organization makes planning to invest in better kind of
marketing. It also emphasizes on increasing the overall financial flexibility (Pansari and Kumar,
2017). The organization emphasized increasing the efficiency and productivity along with

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reducing the overall cost. Coca-Cola emphasizes on understanding more than 600 million dollars
in overall productivity improvement in the year 2015.
Terry Hill Framework for Coca- Cola Singapore
Terry Hills Manufacturing framework for Coca-Cola Singapore
Business
objectives of
Coca-Cola
Singapore
Marketing
Strategy of
Coca-Cola
Singapore
Criteria of
products
Manufacturing
Strategy of Coca-
Cola
Manufacturing
strategy
Coca-Cola
Singapore
Top on list
Growth
Profit
ROI
Products
Market
Mix
Level of
Innovation
Different
types Soft
drinks
Different kind of
technologies in
the process.
Capacity
Role of inventory
Providing
functional
support
Working
structure
Organizational
structure
Working
structure
Mode and way
of payment
A proper diagram has been provided below which will help in having a proper understanding
with respect to Terry Hill framework for Coca-Cola Singapore.

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Fig 2: Terry Hill Framework for Coca- Cola Singapore
(Source: created by Author)
Present business environment which can affect company strategy
The current business environment of Coca-Cola Singapore mainly comprises of both
micro and macro environments (Powell and Gard 2015). The macro factor mainly highlights
some external factors like political, social, legal and economic factor which can easily affect the
overall operation of Coca-Cola. While the macro-environment mainly highlights some of the
internal factors which can affect the internal business operation. The internal factors are mainly
inclusive of employee relation, motivational factors and lastly workplace environment (Hair Jr et
al. 2015). The macro environmental factors mainly come up with customers, competitors,
stakeholders, supplier, and media. Coca-Cola Singapore is focusing on customer strategy which

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is needed for expanding and developing status of this brand in the international market. For
achieving this, Coca-Cola Singapore has established huge amount of consumer base both in
national and international markets in more than 200 countries where they tend to operate. In the
year 2005, they tend to huge amount of increase the overall percentage of loyalty of customers
(Serôdio, McKee and Stuckler 2018). It is mainly used in different kind of market segment
strategies which is needed for attracting customers along with sales. The organization also tend
to place different kind of policies which can easily encourage in decision making. Coca-Cola
Singapore tends to focus on improving the overall productivity in last few years.
The macro environment of Coca-Cola emphasizes some of the external factors which can
affect the organization policy regulation. Some of the factors can be government policies,
inflation rates and lastly import and export of management (Krzywoszynska 2015). Coca-Cola
has invested huge amount of money in improving the technology which can help in potential
growth. It can be easily used for improving the overall production. The organization emphasizes
some external factors which are needed for growth in the whole international market. Coca-Cola
Singapore has clearly helped in managing the external environment in more effective way in
competition with some rivals like Pepsi and Miranda along with others. Below a diagram has
been provided which helps in having a proper idea regarding the strategy of Coca-Cola.

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Fig 3: Coca-Cola Strategy
(Source: Karnani 2014)
Linkage between organization, marketing, and manufacturing strategy
Coca-Cola Singapore comes with effective kind of strategy for linkage among with
organization, marketing and lastly manufacturing strategy like
Market Segmentation: It can be considered to be a strategic kind of method which is
needed for dividing the overall market based on various aspect like volume, capacity of different
buyers (De Mooij 2018). It is mainly used for maximizing the overall sales which can reduce the
profit in each of the sectors. Coca-Cola Singapore makes use of this particular technique in
emerging market and developing market. In the emerging market, the main focus on increasing
the overall sales instead of profit. It will ultimately result in increase in domain and making a
much greater foundation for some future business.

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Brand establishment and Customer Relationship: For Coca-Cola Singapore, it
becomes very much important to expand the organization portfolio. Various consumers all
around the globe tend to trust a branded product and often tends to pay extra money rather than
making a choice for some kind of unheard brand (Ottman, 2017). The brand name of the product
is also taken into consideration for status quo in the whole market. Coca-Cola Singapore makes
the right decision of making an investment in the development of the brand. It is mainly done for
making the right value of investment in the development of brand value.
Increase in financial efficiency: For various organization inclusive of Coca-Cola
Singapore the main focus is all about maximizing the overall investment along with maximum
value of profit (Cheptegei and Yabs 2016). For achieving this, financial efficiency tends to play a
key role. Coca-Cola tends to play a key role in achieving the overall financial flexibility for
implementation of a solution.
Increasing the process efficiency: An organization like Coca-Cola Singapore can be
easily termed as efficient when the whole process is easily reduced along with affecting the
overall quality (Sinha and Sheth 2018). Process time tends to play a key role at times when the
demand is easily increased. Insufficient pre-planning can easily result in various kind of
disruption in overall demand of supply. Coca-Cola Singapore took a step to reshape their whole
business processes and redundant of certain areas. It mainly focuses on removing a layer of
functional management which can connect with business indirect way with the headquarters.
Emphasizing on core competencies and business models: Coca-Cola Singapore comes
up with a business model which is inclusive of portfolio of more than 500 brands (Holt 2016). In
the last years, they tend to generate huge amount of revenue through growth in retail sales. It

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focuses on gathering a huge variety of customers which can generate revenue from all segments
neglecting the market condition. Below a diagram has been provided for having a clear view of
the marketing process of Coca-Cola Singapore.
Fig 4: Manufacturing Process overview of Coca-Cola
(Source: Created by Author)
Present manufacturing strategy of Coca-Cola
At present, Coca-Cola Singapore comes up with main five strategies that are
Driving Revenue and profit growth: Coca-Cola tends to serve in huge number of
national and Singapore is just one of the nation (Sheth 2017). The organization focuses on
revenue of developed strategies in different business in such a way that it can be varied by the
market type. In the present growing market, Coca-Cola Singapore aims to provide affordable
beverages to its customer worldwide.

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Investing in brands and Business: Coca-Cola believes the fact that healthy business in
country requires investment on continues platform (Melton, Damron and Vernon 2017). The
organization mainly emphasizes improving the brand by increasing the overall quantity and
quality of advertisement. In the same instances, the organization emphasizes on investing in
expansive beverages.
Delivering more efficiency: The organization focuses on growth momentum which is all
about investing in marketing (Melton, Damron and Vernon, 2017). It also helps in gaining
financial flexibility that is the organization focus on increasing efficiency along with reducing
the overall cost.
Simplifying Coca-Cola: Some industries like Coca-Cola Singapore has changed a lot in
the last few years (Alserhan 2017). There has been continuous evolving taste of customers which
has been coupled up with sweeping innovation in the given retail and supply.
Refocus on core model of Business: Coca-Cola Singapore is considered to be creator for
refreshing the whole beverage industry (Pansari and Kumar, 2017). The organization includes
more than 500 brands which are inclusive of juices, coffee, and tea. Among the provided brand,
there are more than 20 which tends to generate a billion dollars in overall retail sales. In the
coming pages, the four strategic pillar of Coca-Cola that is workplace, market place,
communities and partners has been explained by the help of diagram.

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Fig 4: Strategy pillars of Coca-Cola
(Source: Serôdio, McKee and Stuckler 2018)
Competitive advantage and business performance of Coca-Cola
Coca-Cola Singapore tends to come up with competitive advantage over the competitors
in various aspects like cost control, marketing through channel, collaboration of customer
relationship and lastly cost control.
Operation: Coca-Cola Singapore tends to outsource its bottle operation to one of it
franchisee named FEMSA (Powell and Gard 2015). It considered being as one of the largest
bottling franchisees of Coca-Cola market of beverages in the globe. It has ultimately the
organization in understanding the whole growth opportunities in some of the underdeveloped
non-carbonate beverages.

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Cost Control: It mainly helps in diversification in overall portfolio of the given product.
Both outsourcing and economies help in reducing the overall operation cost and increasing
profit.
Strong portfolio of brand: Coca-Cola Singapore tends to offer a powerful and range of
beverages to large number of customers (Hair Jr et al. 2015). It ultimately aims to exploring the
whole beverage categories which are needed for understanding the various markets. The
beverage portfolio comes up with carbonated soft drinks, energy drink and even beer in some
markets of Brazil.
Collaboration of customer relationship: Coca-Cola aims to participate in marketing
which can easily build up share value among all the stakeholders. Proper tailoring of products
and packages in different stores is totally based on some socioeconomic based demographic
results.

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Fig 5: Competitive advantage of Coca-Cola
(Source: Cheptegei and Yabs 2016)
Infrastructure and Control design of Coca-Cola
Coca-Cola Singapore tends to operate on the local scale where various communities of
Singapore can easily do business (Serôdio, McKee and Stuckler 2018). The organization tends to
build up a global reach along with local focus for improving the overall strength Coca-Cola
System. Coca-Cola tends to comes up with more than 250 bottling partners. Coca-Cola does not
focus on a single entity which can be taken into account from the perspective of the manager.
The organization does not even own or control over its bottling partners. The system of Coca-
Cola operates different brands and local channels (Krzywoszynska 2015). The main focus of
Coca-Cola is all about understanding the reach of products in marketplace.

16MANUFACTURING STRATEGY
Fig 6: Coca-Cola Singapore
(Source: Hair Jr et al. 2015)
Coca-Cola owns the brand and is mainly responsible for initiatives for consumer brand
marketing. All the bottling partners tend to work closely with various customer, convenience
stores and movie theatres. Coca-Cola focuses on localizing the strategies which are developed in
partnership with different organization. Coca-Cola tends to sell its products to its customers at a
rate of 1.9 billion serving on a single day. In the year 2006, Coca-Cola owns a bottling based
operation which has been brought as result of Bottling investment group (De Mooij 2018). It was
mainly created to ensure the fact that bottling operation tends to receive proper investment for
their long-term success.

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Fig 7: Coca-Cola Singapore
(Source: Powell and Gard 2015)
Conclusion
Coca-Cola Singapore tends to set up a strong brand name in the domain of beverages
industry. The organization comes up with some flexible strategies and proper innovation which
makes Coca-Cola as the best one in the domain of the soft drink industry. Coca-Cola
organization tends to take care of their employees for creating a good working environment. It
mainly focuses on the fact that Coca-Cola organization tends to understand the current
technology which is needed for running organizations. The organization makes use of various
kind of technology for building database and data warehouse with respect to customers and their
suppliers. Coca-Cola makes use of search engine for advertising products and making sure that
brand reaches to large number of people on everyday basis. In the above pages of the report, an
idea has been provided with respect to business of Coca-Cola Singapore. All the objectives and

18MANUFACTURING STRATEGY
strategies of Coca-Cola has been taken into account. An analysis has been done with respect to
present business environment which can affect the organizational strategies. A discussion has
been provided with respect to linkage between marketing, manufacturing strategies of Coca-Cola
Singapore. The present manufacturing strategy of the organization along with business
performance and competitive advantage has been discussed in brief. The last section of report
mainly deals with list of recommendation which is needed for improving the manufacturing
capability which can improve the business competitive advantage.
Recommendation
There is list of recommendation for Coca-Cola Singapore like:
 Coca-Cola Singapore should focus on understanding the limitation which is not being in
the given service industry. The organization focuses on engaging consumer who is
handicap.
 The organization should not compete with Starbucks or even similar organization is
driven page. The overall marketing strategy of the consumers does not major kind of
impact on its product.
 A very high level of engagement is generally needed by various consumers for promoting
brand and creating a fan following.

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