Sales and Purchasing Management Report - Coca-Cola Analysis

This report provides an in-depth analysis of Coca-Cola's sales and purchasing management. It begins with an introduction to the company's competitive strategy, emphasizing product quality and customer preference. The report details the objectives and strategies of the sales department, focusing on availability, acceptability, and affordability in international markets, as well as sustainable growth. Key elements of Coca-Cola's sales plan, including introducing new growth strategies and enhancing customer engagement, are examined. The sales management operations, such as brand reinvention, customer focus, and strategic consensus, are discussed. The roles of the sales manager, including strategic planning and performance monitoring, are outlined. Important sales metrics, such as revenue generation and market penetration, are also evaluated. Finally, the report explores Coca-Cola's sales organizational structure, highlighting the sale of syrups, concentrates, and finished beverages. The conclusion summarizes the key strategies and organizational structure, emphasizing the importance of customer preference and brand reinvention. The report is supported by several references to academic sources.

Running Head: SALES AND PURCHSING MANAGEMENT
Sales and Purchasing Management
Name of the Student:
Name of the University:
Author Note:

1SALES AND PURCHASING MANAGEMENT
Introduction
Strategy of the Company
The organization selected under this respective part related to the system of sales and
purchasing management function of the organization is Coca-Cola. One of the major parts of
competitive strategy associated with the respective brand in their international market operation
is to provide their customers with advanced quality of drinks as per their taste and preference.
More emphasis is given under the area of low sugar and no sugar category of drinks evaluating
the expectations of customers in different locations.
Strategy and Objective of Sales Department
Apart from this respective factor, one of the core major strategy and objectives that are
associated with the sales department of the company in the global market is to ensure better and
adaptive mode of availability, acceptability and affordability of the brand in all international
markets. Sustainable growth of the company, keeping pace with the market to ensure its future
presence on a complete basis.
Sales plan of Company and major elements
Some of the major important aspects that are associated with the sales plan of the brand
Coca-Cola in the market is to give more emphasis on three major components that are associated
with the system of affordability, availability and acceptability in order to deliver competitive and
adaptive services to the customers in their international market operation.
Some of the major elements that are associated with the sales plan objectives of the
organization in the market basically involves the system of introducing new and innovative
growth strategies for the business along with giving more emphasis on business tactics for the

2SALES AND PURCHASING MANAGEMENT
future (Badrinarayanan, Ramachandran and Madhavaram 2019). The other major tactic which
the organization is planning to implement as part of their future oriented business strategy is to
adopt effective changes in their current growth strategies
For example, selling additional and extra products to those people who are already the
regular customers of the respective brand.
Sales management operation of the organization Coca-Cola
Some of the core major factors that are associated with the system of sales management
operation of the organization Coca-Cola in their international marketing function are mentioned
below:
 The first and foremost process of the company is associated with the system of giving
more emphasis under the area of Achieving brand reinvention (Cheptegei and Yabs
2016). This generally involves the function of giving more emphasis towards building
strong mode of brand loyalty in the international market through the process of gaining
better response from the customers for their product.
 The other major area is related to the system of focusing more on certain factors that are
related to customer sophistication on a complete basis. This basically involves the core
process under which certain needs and preference of the customers towards the products
are evaluated and identified. Along with this respective part innovative mode of brand
redesigning is made to remain more stable and competitive in their market operations to
build better customer base.

3SALES AND PURCHASING MANAGEMENT
 A clear evaluation of the customer response regarding the available product category are
made along with bringing future innovations for the same as per the customer expectation
and preferences made.
 Achieving strong form of strategic consensus is considered to be the other major aspects
related to sales development operation of the respective brand in the market. Under this
the plan of the company is to give more emphasis on their sales value and revenue
generation (Serôdio, McKee and Stuckler 2018). On the other hand, Coca-Cola has taken
the additional mile by construction a product that has directed to add to sustainable sales
by drawing and keeping the best human capital and spending in worker relations and
client relation management (Rey-López and Gonzalez 2019). This respective strategy
adopted by them has helped the brand to implement systematic mode of positioning
strategy along with activating positive feeling in consumers intelligence.
 The last major sales management strategy adopted by the brand basically involves the
process of building innovative brand loyalty through effective advertising movements
and strategies.
Main Task of Sales Manager in sales operation
Some of the major task associated with the sales manager within the internal sales
operation of the organization generally involves.
 Implementing and designing strong form of strategic sales plan which helps under the
area of expanding the organizations strong presence and customer base in the market. The
other major segment is related to the process of managing recruiting, setting objectives

4SALES AND PURCHASING MANAGEMENT
along with monitoring certain performance levels that are associated with the sales
representative of the company (Agnihotri and Krush 2015).
 One of the major parts is associated with the system of ensuring whether the sales
department of the organization operates cross functionally with the executives who are
related to other departments.
For example, they cooperate with marketing to generate lead sources and enlarge the
targeted customer base, or with research and product teams to make sure customer needs
are met.
Important metrics in Sales plan
Sales metrics within the internal environment of the organization is prepared for the
purpose of analyzing and evaluating the performance measures that are associated with the
company on a complete basis. Some of the major components that are associated with sales
metrics of the company generally involves
 The total revenue earned and generated by the company in the market on a complete
basis.
 The other part is associated with the process of evaluating the total percentage and value
of revenue earned from the side of existing customers through the function of upselling,
cross selling, repeated orders made and expanded contracts (Arab 2018)
 Evaluating the year to year to growth factors associated with the organization along with
identifying their market penetration measures to remain more competitive and sustainable
in the market.
Sales Organization Structure of the Brand

5SALES AND PURCHASING MANAGEMENT
As compared to the sales organizational structure of the brand in the international market,
the primary business operation of the brand Coca-Cola gives more emphasis on the system of
selling and manufacturing beverage syrups and concentrates along with some quantity of
finished beverages for the purpose of operation associated with canning and bottling and other
distributors.
Some of the syrups and concentrates which are related to the brand is sold to the bottling
partners, which are basically authorized to distribute, sell and manufacture branded products.
The business system consisting of The Coca-Cola Company and bottling partners is referred to
as 'the Coca-Cola system'.
Conclusion
One of the major parts of competitive strategy associated with the respective brand Coca-
Cola in their international market operation is to provide their customers with advanced quality
of drinks as per their taste and preference. The major process related to the sales operation of the
company is associated with the system of giving more emphasis under the area of Achieving
brand reinvention. As compared to the sales organizational structure of the brand in the
international market, the primary business operation of the brand Coca-Cola gives more
emphasis on the system of selling and manufacturing beverage syrups and concentrates along
with some quantity of finished beverages for the purpose of operation associated with canning
and bottling and other distributors.

6SALES AND PURCHASING MANAGEMENT
References
Agnihotri, R. and Krush, M.T., 2015. Salesperson empathy, ethical behaviors, and sales
performance: The moderating role of trust in one's manager. Journal of Personal Selling & Sales
Management, 35(2), pp.164-174.
Arab, N., 2018. Relationship between dimensions of Brand Equity and 4Ps of Marketing Mix-
Place, Product, Promotion, & Price: Coca Cola-Consumer Based Qualitative Survey.
Badrinarayanan, V., Ramachandran, I. and Madhavaram, S., 2019. Resource orchestration and
dynamic managerial capabilities: focusing on sales managers as effective resource
orchestrators. Journal of Personal Selling & Sales Management, 39(1), pp.23-41.
Cheptegei, D.K. and Yabs, J., 2016. Foreign market entry strategies used by multinational
corporations in Kenya: A case of Coca Cola Kenya Ltd. European Journal of Business and
Strategic Management, 1(2), pp.71-85.
Du Plessis, C., 2015. Brand storytelling: the case of Coca-Cola's journey corporate website.
Ling, X., 2017. Customer Relationship Management: Case study Coca-Cola Company.
Rey-López, J.P. and Gonzalez, C.A., 2019. Research partnerships between Coca-Cola and health
organizations in Spain. European journal of public health, 29(5), pp.810-815.
Serôdio, P.M., McKee, M. and Stuckler, D., 2018. Coca-Cola–a model of transparency in
research partnerships? A network analysis of Coca-Cola’s research funding (2008–2016). Public
health nutrition, 21(9), pp.1594-1607.

7SALES AND PURCHASING MANAGEMENT