BUS300: Coca-Cola Process Strategy and Customization Report

This report analyzes Coca-Cola's process strategy, focusing on its adoption of mass customization to meet consumer demands. The report begins by defining process strategy and its four types: product focus, repetitive focus, mass customization, and process focus. It then examines how Coca-Cola utilizes mass customization through innovations like the Coca-Cola Freestyle machine, which allows consumers to customize their drinks, and personalized product campaigns, such as putting names on bottles. These strategies enable Coca-Cola to offer unique products at lower costs, enhancing customer satisfaction and maintaining a competitive edge in the market. The report concludes that mass customization is essential for Coca-Cola's success and provides key insights into the company's approach to production and customer engagement, supported by academic references and Coca-Cola's own resources.

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Introduction
Process strategy is the pattern of decision which is made in managing the process so that they
will achieve the competitive priorities. In this process, resources of the organisation are
transformed into goods and services. The objective of this process is to build the production
process that meets all requirement of the customer in order to provide the high satisfaction by
maintain the cost and the other managerial activities. This strategy is classified in four
strategies and these are product focus, repetitive focus, mass customization, and process
focus (Chang, 2016). In this report, the discussion is made on the process strategy of the
organisation. Coca-Cola has been taken into consideration to analyse its process strategy.
Process Strategy
Mass customization
It has been seen that the Coca-Cola adopt the mass customisation strategy of process strategy.
The Coca-Cola always modifies their product and also introduces the new services which can
replace the traditional product. As per this strategy, the organisation mainly focuses on the
existing product so that the production cost is less and the services provided to customer are
unique product. Less cost and different product of Coca-Cola states that the company adopts
this strategy in order to satisfy the consumers’ needs and desires (Ahlstrom, 2016)
Customise product of the Organisation
In the recent days, the Coca-Cola introduces its Coca-Cola Freestyle. This device is also
called the novel beverage dispensing system; in this consumers can choose the drink from the
different flavours as per their own choice. It replaces the existing strategy of visible stores

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and cash accountant. Coca-Cola Freestyle is an appropriate example of using the mass
customisation strategy (Coca-Cola HBC, 2018).
Ground Breaking Freestyle
The other example of Coca-Cola customisation is fountain. Connected digital technology
enables Coca-Cola to analyse consumption pattern on a new level. The company also
introduce the ground breaking freestyle fountain which serves up over 150 flavours. The
brand can deliver everyone their favourite drink no matter how it is. These machines are also
giving the company a whole new world of metrics to analyse. These services provided by the
company indicate its strategy of mass customisation (Thompson, Strickland, & Gamble,
2015).
Coca-Cola made a global mass customisation implementation that worked for them. The
company put the labels on the bottles in order to notice the changes to the coke bottles in
order to show the changes in the consumer’s eyes. The company put the different names on
million bottles so that the consumers recognise the changes of brand. Personally
Customisation product campaign made the people feel special by seeing their name on labels.
These factors lead the brand to be able to roll this out globally (Ansoff, Kipley, Lewis, Helm-
Stevens, and Ansoff, 2018).
Conclusion
From the above analysis, it is concluded that the process strategy is essential is necessary for
the organisation in order to achieve the success in the market. Process strategy is classifies
into the four categories such as Product focus, mass customisation, repetitive focus and
process focus. Coca-Cola adopts the mass customisation in order to provide the high level of

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satisfaction to consumers. Coca-Cola Freestyle and ground breaking fountains are the recent
customisation product of the company.

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References
Ahlstrom, M. (2016) Mass Customization – Value Creation in a Commoditized Market.
[online] Available from: https://www.invetechgroup.com/insights/2016/10/mass-
customization-value-creation-in-a-commoditized-market/ [Accessed 4/04/12].
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R. (2018) Implanting
strategic management. Springer.
Chang, J.F. (2016) Business process management systems: strategy and implementation.
Auerbach Publications.
Coca-Cola HBC. (2018) Production processes. [online] Available from: https://it.coca-
colahellenic.com/en/our-activities/plants-and-processes/production-processes/ [Accessed
4/04/12].
Thompson, A., Strickland, A. J., & Gamble, J. (2015). Crafting and executing strategy:
Concepts and readings. McGraw-Hill Education.