Analysis of Major Change Management Strategies in Coca Cola Company

This report provides an in-depth analysis of major change management within the Coca-Cola Company. It begins with an executive summary outlining the core focus on how Coca-Cola has adapted to various market dynamics and technological advancements. The report delves into the drivers of change, including customer awareness, lifestyle shifts, retailer interests, market innovation, and technological advancements. It examines how these factors have influenced the company's management strategies. Furthermore, the report explores the implementation of change processes, evaluating the steps taken to ensure smooth transitions. The study also identifies factors that management had to address during these periods of change and concludes with recommendations to control future challenges, offering a comprehensive view of Coca-Cola's evolution in the face of constant change. The paper also examines the administration approaches that directors of the company have implemented for its future operations.

Major change management in Coca Cola Company 1
MAJOR CHANGE MANAGEMENT IN COCA COLA COMPANY
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Major change management in Coca Cola Company 2
Executive summary
In this article, Coca-Cola Corporation has been examined on the foundation of major
change administration in its operations. The hypothesis of managing transformation held by the
main change driving force have been listed like reputation, pressures of fashion, together with
sincerity pressure, the progress of advancement, and the procedure of diagnosis. Coca Cola
Corporation is one of the top organizations that manufacture non-alcoholic or drinks that are
carbonated in entire global community. During the second global conflict, the company was able
to withstand effects of conflict. This paper examines major change management that happened in
the Coca Cola Company. Additionally, this article also examines the administration approaches
that directors of the company have implemented for its future operations. The initial section will
focus on a living description of the company. This paper also presents driver for this change that
influenced the shifts in management. Ideas presented in this paper will illustrate how change
process was implemented, and evaluation of changes as well as steps was taken to ensure the
smooth transition for the change. The other ideas presented in this research will be to determine
various factors that management had to cope with during the change process. It concludes by
explaining some of the recommendations that can be used to control cases of mass
Introduction
In the current marketplace of business operations, Coca-Cola Company that relies on
ancient systems along with arrangements of performing trade will lag about profit as well as
branding. Over the previous years, individuals, systems, together with the business setting have
progressed within Coke Company. Change in management is one aspect that is steady in this
ever-varrying business society (Akomea 2016). From the physical traits of people, up to the

Major change management in Coca Cola Company 3
surrounding, variation is very apparent in operations of most companies such as in Coca-Cola
Company. Just like the people alongside the environment, businesses also undergo different
changes in operations. Such changes can either be massive or minimal depending on various
elements of operations that are affected (Gupta 2013). Sometimes, changes happen in the
management of a company to maintain its operations with an increase in business competition
around the global business environment. As reported by Michela and Vena (2012), the
individuals that go home as champions and on peak have the shared traits of successfully
managing the transformations in operations. Transformation in different administration
operations remain to be the process that any corporation must or need to undergo. For instance,
the business operations of a company such as Coca-Cola will not be complete if it never
experienced any change in the process of its management (Lindberg 2013). Therefore, primary
target of this research article is to address change management in Coca-Cola Company.
` Before the process of discussing the change management of the Coca-Cola Company, the
phrase change must be defined accordingly. According to Salah, Rahim, and Carretero (2011),
change in management to refer to the significant difference in what was before in operations.
However, in business society of Coke Company, change refers to accomplishing different tasks
in the advanced format, following new directives, acquiring advanced technologies, a new
procedure of management, acquisitions as well as emerging and other events within its
operations. However, the study by Wang (2015), change is the continuous process that deals with
the alignment of operations. In such attribute, change in then corporation comprises of ideas of
venturing into fresh regions of business operations that include entering new yields in the new
marketplace, facing the unexpected event like financial crisis along with redirection of
operations of the corporation.

Major change management in Coca Cola Company 4
Several factors made the organization such as the Coca-Cola Company to change. The
most influential aspect according to Mokhov and Ryabukhin (2018) is the external environment
aspects that trigger a change in management in the organization. These external environmental
factors comprise of advancement in technological usage in operation, changes in the expectations
and tastes of the targeted customers, changes due to increased cases of competition in the
markets, and changes in legislation by authority (Lindberg 2013). The other aspects within the
external environment consist of changes in the supply chain, value systems of the community,
distribution chain, communication media, and changes that result because of modification in the
economy whether internationally or locally (Foster 2014). Additionally, internal changes are
some of the vital factors that initiate the change in the management of Coke Company. The
internal change is just the reactions of the organization to the external changes. Some factors
contribute to the internal changes, for instance, the advanced strategy for marketing for existing
as well as for new products produced by a company. Conversely, changes in the management of
Coke organization occurred when its managers attempt to act ahead in order to cope with the
probable dangers and complexity (Al-Zubari, El-Sadek, Al-Aradi, and Al-Mahal 2018). The
appropriate instance is when the corporation expects the harms that might happen and generates
and create good arrangements to contest negate effects of those issues.
Change in management in the Coca-Cola Corporation
Coca-Cola Corporation is the global organization that was invented to deal with non-
alcoholic beverages or soft drinks. The companies headquarter is in Atlanta a city in Georgia. It
was initially invented to deal with the business of selling pharmaceutical products effort it
underwent through a change in management. Change in management in Coca-Cola Company

Major change management in Coca Cola Company 5
remains to be a continuous process. It is followed by a different routine basis in operations (Oh
and Kim 2015). In most cases, change in management of this company targets at attaining the
successful strategies, workforce, along with the process of improving operations of the
organization. Besides, Coke Company has undergone various changes in its management. To
obligate contestants out of business, company’s management embark to claim legal privileges
alongside unique rights for the method in the early days of 1988. However, issues along with
concerns relating to the legality of claims of Candler had emerged (Zeitler, Cecala, and McGrath
2018). In spite of the concern surrounding the legality of ownership of competitors, the company
has continued its focus on advertising their business operations and marketing the products
globally.
Drivers for this change management that influenced the change in Coke Company
In the Coca-Cola Company, drivers of change are those factors that bring change in the
overall operation of the company. These forces tend to compel participants of Coca-Cola
Company to alter their actions due to which change in the management of industry (Alrabiah and
Drew 2018). Drivers of change in management of Coke Company originate in the outer ring of
macro setting. In most instances, the other drivers that affect the major change management in
the Coca-Cola Company are the rings of microenvironment issues (Wolff and Mason 2012).
Some of the essential drivers of change in management that are identified in the Coca-Cola
Company comprise of:-
 Customer awareness
 Change in lifestyle
 Change in the interest of retailers

Major change management in Coca Cola Company 6
 Market innovation
 The trend towards store products
 Advancement in technology being used among other factors
Customers’ awareness
Initially targeted customers did not take an interest in the private brand labels of Coke
Company. The lack of interest among customers was due to the quality of stores in terms of
quality and unattractive store displays of Coca-Cola Company. However, improvements through
advertisements in the quality of private label brands of the company have been the major factor
that has helped in attracting a large pool of customers (Forrest 2013). These customers are
currently aware of the advantages provided by both private as well as private labeled brands of
Coke products.
Change in lifestyle
Change in the style of life of individuals is also an essential driver of change in
operations of Coca-Cola Company. Individuals are getting health conscious as well as getting
aware of what they are paying to get a coke product. They try to attain the best quality products
for the major reason for maintaining healthy and physical fitness while using such products
(Sundar 2012). Due to changes in management and lifestyle of customers, Coco-Cola Company
is currently trying to come up with products that are of high quality and environmentally
sustainable. Conversely, the management of the company is also trying to conveying the
message to different clients that they are caring concerning customers’ health when they use
Coke products.
Change in the interest of retailers

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Initially, Coca-Cola company retailers were only interested in global products as the
company has various branches around the global markets. However, due to changes, the
company started to take an interest in the private labeled brands as they experience the higher
profits being generated by the private brands that they distribute in the market (Lindberg 2013).
Presently, change in management has made it possible for the Coca-Cola Company to be able to
advertise their products at a lower cost and get huge margins of profits as they operate.
Trends towards store products
The brand product of the Coca-Cola Company has improved its quality for a few years.
The improvement is due to the difference between the quality of store products as well as
international products are reduced. At the same moment, store products are readily available
leading to changes in the perception of customers as well as force the market condition to be
changed. Therefore, a major change in management on how advertisement is done by the
company has helped in ensuring that new customers are reached so as information concerning
Coke products to reach many customers.
Innovation of marketing
The process of marketing innovation remains to be the introduction of advanced ways to
market different products of the Coke Company. Due to advancement in technological usage that
is very rapid due to which marketers of Coke products can find a new way on how to market the
company’s products (Morcom 2013). The marketers can do online marketing for their products
that are proved to be very successful in the operations of Coca-Cola Company.
Change in technology

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Technology is advancing at a rapid rate within business operations. New technology is
emerging on day to day operations. All departments in the Coke Company thus need to upgrade
their facilities as well as processes in order to be competitive in different international markets.
Most operators of Coca-Cola Company are presently able to sell their products online due to
which competition is increasing at a high rate (Ayoob 2018). Similarly, new technological Coke
products have introduced that aids in reducing the cost effectively.
Drivers of change are classified either as external or internal drivers. The external drivers
comprise of customer-led drivers. These drivers are transformations in the market structure such
as attitudinal shifts in command, income adjustments, or demographic variations that alter
definitions of worth alongside ease (Anders and Zenker 2014). The other drivers are technology
led drivers which refers to the essential improvements that occurs in either main or enabler
organizations. Additionally, funds led drivers are some of the essential drivers that result in
variations carried on by shareholders of the institution and the ensuing alterations in values of
presentation. Competitor guided drivers in the change management of the Coca-Cola Company
that result due to challenges by existing new entrants along with competitors (Sundar 2012).
Furthermore, government-led drivers can help in forming legislative shifts and policy initiatives
that can impact operations of the business. Therefore, changes that happen in the Coca-Cola
Company may require the change mediator to aid for, publish operational data and assist in
creating prospect pledge of the essential stakeholders. The idea helps in attaining the desired
prospect for the affirmative effect of the variation to be sensed by both management and
customers (Zomorrodian 2015). Changes representatives can sometimes be termed as the group
that assumes the mission of introducing along with administering change within the corporation
alongside its execution.

Major change management in Coca Cola Company 9
How the process of change was implemented in the Coca-Cola Company
The implementation of the change process in the management of the Coca-Cola
Company focused on the marketing orientation of the company by using various approaches. The
major process for implementation consisted of improving the orientation of its products and
marketing orientation (Dey 2017). Besides, the orientation of the company’s products referred to
the techniques or methods that the organization use in understanding particular places that they
placed their main focus of attention upon the process of implementing change in production and
marketing of products. The change process was implemented by incorporating different direction
instead of waiting for the alteration to happen to make it to be at the leading edge of driving
management efforts towards attaining the company’s set goals and mission.
The focus on hiring qualified workforce was one of the approaches used to implement the
change in management within the Coca-Cola Company. The focus on hiring such workers made
the company to rely on the branding of its workers as an approach to curbing the challenges in
operations (Sikdar and Payyazhi 2014). The approach used helped in resolving instances of
several challenges that happen in the course of searching for skilled workforce during
operational processes. Besides, the organization focused on developing the superior feet of
managers to implement operations of changes in management. The change was implemented by
developing a superior fleet of administrators that focused on developing an effective program
while upholding its standards that deal with plans for recruiting workers to be reliable between
top centers for education like colleges and universities. The advertisement was the effective
method used to implement change in the management of Coca-Cola Company (Wang 2015). The
idea helped the organization in attracting a huge number of skilled workforces that were looking

Major change management in Coca Cola Company 10
opportunity for employment. Therefore, focusing on effective progress of the appropriate plan
for notice allowed Coke Company to make the initial expression for diverse individuals.
Evaluation of change and steps were taken to ensure the smooth transition for the change
The need to have an appropriate structured approach that ensured that changes were
thoroughly, smoothly, and well implemented helped in improving transition for the change
management of Coke Company. There is the need to know the wider impact that each step taken
can cause to the operations of an organization (Gupta 2013). For instance, Coca-Cola Company
in present times is in a steady state of change as it responds to the thrilling exterior business
setting, advancement in technology, and local along with worldwide economies. It means that the
workplace processes, strategies, and systems of the Coca-Cola Company are continuously
changing and evolving for it to remain competitive in dealing with non-alcoholic drinks around
the markets. Therefore, the need to have effective organizational change management is useful as
it helps Coke Company to have a smooth transition in its operations (Akomea 2016). It also
ensures the company’s workers to be guided through the change journey. Some of the key steps
that the Coca-Cola Company used to effective change its management processes comprised of:-
 Clear defining the variation and bring it into line with business
 Creating a roadmap for the change
 Determining different influences and those impacted by the change
 Creating strategy of communication
 Offering effective preparation
 Instigating the support framework
 Measure the process of change

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Clear defining adjustment and ring it into line with business
This step may appear too apparent, but several corporations neglect this first important
stride. In Coca-Cola Company, this step is one of the essential elements in change management.
It is one of the things that management of Coke Company used in articulating the required
change and entirely another to conduct the critical review against the objective of the
organization (Anders and Zenker 2014). The initial step of change in management was also used
to review the performance goals so as to ensure the change will be able to carry the
organization’s business in the appropriate direction. It must be able to take operations of the
company into the right strategic, financial, and ethical direction of the management to attain huge
returns during their operations. Besides, this stride also assisted the Coke Company in
influencing the worth of the variation in management (Parry, Kirsch, Carey, and Shaw 2013).
The determination was vital as it helped the management to quantify the efforts together with
inputs they needed to invest. Therefore, this step helped Coke Company’s management to
understand what they need to change and what is required for the effective process of change
Determining different impacts and those affected by the change
Once the management of Coca-Cola Company has known what organization wish to
attain and reason they are then able to establish different influences of the alteration at several
levels of operations. The management used this step to help them review different results on each
part of business and how it flows throughout the framework of the organization to a person (Lin,
Chen, and Su 2017). Therefore, it was an essential step in change management in Coke Company
as it provided the information that forms the blueprint for were training as well as support is
required the most to mitigate the impacts of change in operations of the organizations. The step

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was helping to answer the key question that might arose in the process of change management
(Blasini and Leist 2013). Some of the question that it answered includes an understanding of
impacts of the change, the person that change will affect, and how the change is received in the
operations of the company.
Developing a communication strategy
The step ensured that every worker is taken on the change journey during the
management process. The first two key steps tended to have highlighted different workers that
the company needed to communicate a change in their operations. The step ensured that the
company can decide the most efficient approach of interaction for the collection or individuals
that will carry them on panel (Sghari 2016). The strategy of interaction requirements to
comprised of the timeline for how the transformation was conveyed, vital notes, together with
means of communication of the company’s plan to utilized in the process of changing
management.
Providing efficient training
With the message of change out in the open, it has always been vital for the company to
alert their workers to understand that they will obtain some preparation. They also alert the
workers that they will obtain easy or structured, to educate the abilities as well as understanding
needed to function effectively as the alteration is turned out (Anders and Zenker 2014). Training
process consisted of the set of microlearning units, or the emerged learning styles integrating
session of personal training or on the work mentoring alongside schooling.
Implementing the support structure