COCA COLA COMPANY PROJECT

COCA COLA COMPANY

ALEXANDER WILLIAM ALCÁNTARA

RODRÍGUEZ (professor)

MEMBERS:
❖ SANCHEZ SAMANIEGO, ANTOLINA CIELO (coordinator)
❖ FUENTES FERNANDEZ, JOEL
❖ REGINALDO ARIAS, BRITNEY
❖ LAMILLA LOAYZA, JHONATAN
❖PRINCIPE BRAÑEZ, SWEET
 COCA COLA COMPANY PROJECT

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In this document, we will address various points that the Coca-Cola company uses, so that today in
day be known worldwide. Explaining its foundations and the main features that
presents the company, thus understanding its history, mission, its objectives, focusing in a way
concrete in its organization to understand its areas and the sector it belongs to, its management of the
company and its environment perceiving what its innovative tools are with a perspective
global that is used to understand what the function of the administrative area of a
company.

1.2. Justification of the Project

The scope of this work will help us better understand the study of a process.
administrative, its organization (objectives, mission, and vision) and the variables that influence
the company's environment and how it has been innovating along the course of its history, of Coca-
Cola company.

The present project aims to be a source of study that will benefit

directly to the students helping to develop their analytical skills of a
company. It also indirectly benefits any reader who shows personal interest.

[Link]

General objective
• To make known and understand the necessary information as an example for the future.
projects.
Objetivos específicos
• Clearly and correctly inform about the background of the company COCA COLA.
• Achieve a concrete analysis of the variables of the organization's environment.
• Deliver the project with a 100% quality level.

1.4. Definition and scope

The final project of Fundamentals of Management aims to meet the

following objectives:
In the first chapter, we will observe the presentation of the company noting its history, its
current situation, mission, vision, and values of the company can also be visualized
data that we easily do not find.

In the second chapter, we will find the business organization developing two
main points which are: Elements of Organization and Structure, Manuals and
In these points we will see the difference between objectives, resources, the organizational chart of
the company (current), policy manual, among others.

In the third chapter we will explore the management of the innovative company and its environment where
we will see two types of analysis: the Analysis of the organizational environment variables and
the SWOT analysis, this analysis will allow us to make a proposal by obtaining a value
added.

Finally, in the fourth chapter we appreciate the conclusions, recommendations, and appendices.
 COCA COLA COMPANY PROJECT

CHAPTER 1: COMPANY PRESENTATION

1.1 Company Background.

1.1.1Historyofthecompany

History
The Coca Cola company was created on May 8, 1886, at Jacobs' pharmacy in Atlanta.
Georgia. At that time, Dr. John Stih Pemberton began to offer his customers
from his pharmacy, Jacob's Pharmacy,
like a syrup to combat digestive problems that also provides energy.
During the early days, I sold about nine glasses each day, at a price of 5.
cents per glass. The drink became so popular that immediately, Pemberton,
He reports that what he had created was a total success. His friend, Frank M. Robinson, was the one who
he proposed the name Coca-Cola. At that time, he wrote it by hand, with a typeface
that they still use as a logo to this day. In 1889, the secret formula was purchased.
by Asa G. Candler. Three years later, The Coca-Cola Company was founded in 1892,
formed by Asa Candler, his brother John S. Candler and Frank Robinson. Two years
they then registered the trademark at the Office of Industrial Property Registration of the
United States.

Current situation
While Coca-Cola company remains one of the largest and most commercial brands of
everyone, currently as it is already known many companies with this pandemic (COVID
they reduced the consumption of their main products, which had the worst quarter in
25 years.
El fenómeno se sintió en todo el mundo: la facturación neta cayo en Europa, Oriente Medio
and Africa 37%, 25% in Latin America, another 23% in Asia-Pacific, and 16% in North
America.

Source: France 24, 07/22/2020

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On the other hand, Quincey indicated in a press release that his team is "adjusting and
"accelerating strategies in this fast-changing scenario" referring to the
coronavirus and that measures will be taken to achieve progress.

Coca Cola returned due to the growth in its organic sales this year after the crisis.
caused by the pandemic, but surpassed Wall Street's estimated quarterly earnings
Street thanks to a cost-cutting plan.

The health crisis accelerated the beverage manufacturer's efforts to eliminate many.
marcas que no daban rentabilidad y enfocarse hacia los productos populares como el agua
flavored and sugar-free sodas, along with a deep restructuring that
with great sadness led to thousands of layoffs.

Address

The company's direction is given from 4 fronts:

• Decision making
• Communication
• Motivation
• Control

RUC: 20415932376
NUMBER OF WORKERS
In general, there are 3,600 direct employees and 10,000 indirect jobs in the chain.
value and marketing. They meet the needs of nearly 336,000 customers in the
country of which 98% are small traders, such as kiosks, stores and
self-service.

ANTIQUIDY
Its market launch was on January 29, 1892, and it has been 130 years since then.
in Atlanta, Georgia and the USA.
In 1899, the first agreement to bottle Coca-Cola throughout the territory of the U.S. was signed.
UU, which is still in effect today.

SUBSIDIARIES
• Costa Coffee
• Coca-Cola European Partners
• Coca-Cola Amatil
• Coca-Cola Beverages Philippines
• Fuze Beverage
• Chi Limited
• Energy Brands
• Odwalla Inc.
• Minute Maid
• Coca-Cola Beverages
• Coca-Cola Beverages Africa
• Coca-Cola Bottling Co. Consolidated
• Equatorial Coca-Cola Bottling Company
 COCA COLA COMPANY PROJECT

• Coca-Cola HBC
• Coca-Cola Bottlers Japan Holdings
• Andina Bottling Company

PRODUCT
The carbonated drink is produced in different presentations and sizes:

• Coca Cola

• Coca Cola without sugar

1.1.2 Mission

Coca-Cola is a globally recognized brand, whose slogan is to refresh.

world with its diverse drinks, managing to inspire moments in each of them
optimism and happiness, this makes her so preferred and recognized for the quality of her
products.

1.1.3Visión

To be the best total beverage leader that generates economic, social, and environmental value.
sustainable, managing innovative and winning business models, with the best
world collaborators. Likewise, to provide their employees with a pleasant environment.
work and fulfill their duties.

1.1.4 Values

• Leadership: The courage to shape a better future.

• Collaboration: Leveraging Collective Genius.
• Integrity: Be real.
• Responsibility: If it is to be, it depends on me.
• Passion: Committed in heart and mind.
COCA COLA COMPANY PROJECT

• Diversity: As inclusive as our brands.

• Quality: What we do, we do well.

CHAPTER 2: THE BUSINESS ORGANIZATION

2.1Elements of the Organization

2.1.1 Objectives

• Achieve full operational potential.

• Drive growth through innovation.
• Grow through mergers and acquisitions that create value.
• Promote the sustainable development of our company

2.1.2 Legal Basis

• Law number 728, law on productivity and labor competitiveness.

• Regulation of the ordered text of the employment format law number 001-96-TR.
• Law number 27 0 29, modification of law 2598. National tax systems and
elimination of costs.
• Law number 27735 that regulates the granting of bonuses for the
employees of the private sector during national holidays or festive days.
• Law number 266 44 regarding prenatal and postnatal leave for working women
pregnant woman.
• Law number 713 law of paid rest.
• Law number 854, law on working hours and overtime work and its
amendments.

2.1.3 Resources

• Finance resources:
This area is responsible for obtaining funds and providing capital that
It is used in the operation of the company, seeking to have the
necessary economic resources for each of the departments with the
object of being able to function properly.
• Human Resources:
Its objective is to obtain and maintain a working human group whose
characteristics align with the company's objectives through
appropriate programs for recruitment, selection, training, and development.
• Marketing:
The marketing team works constantly in order to increase
the
sales volume, market share, and profits through
understanding of customers, consumers, and competitors. The knowledge
of the team and its ideas
they help build coherent marketing strategies for the brand, creating
always the maximum impact. In marketing, every day is different.

• Audit:
The audit committee is responsible for reviewing the reliability and integrity.
of quarterly and annual financial information in accordance with the requirements
accounting, internal control, and auditing.
• Corporate practices:
 COCA COLA COMPANY PROJECT

The corporate practices committee is composed exclusively of

independent counselors and is responsible for preventing or reducing the risk of
perform operations that could harm the value of our company or that
benefited a particular group of shareholders.

2.1.4 Structure

• President:
He is in charge of the entire organization being the highest authority, he must
respond for all departments and must ensure the proper
operation of its entire region.
• Vice President:
It is the one who helps the president in managing the entire organization, it can
to replace the president in a situation where he is not present.
• Production Manager:
In charge of everything related to production and its sub-departments,
like the position of machinery, quality, and inventories of goods in process
or completed. It is the highest degree in the production field of Coca Cola at
regional level.
• Industrial Manager:
Together with their subordinates, they have the role of being the face for the maintenance and
adequate functioning of the machinery before their area manager.
• Resource Manager:
He/She is responsible for inventory stock as well as for the purchase of supplies.
• Quality Manager:
Coca Cola maintains a high level of quality standards, this area must see
that at no time the quality of the processes and products is compromised
affected.
• Chief Financial Officer:
In charge of the accounting and financial part of the company, in order to
measure its economic performance, must present reports
subsequently about the financial status of the organization.
• Marketing Manager:
The company spends a large amount on advertising, in 2018 it spent almost 100.
millions of dollars in marketing, this team must ensure that each
the inverted currency is worth it for the organization.
• Human Resources:
Every company has Human Resources, and Coca Cola is no exception due to its
high quality standards. The staff must be very competitive.

2.1.5 Process

At this point, we will visualize the administrative process of the Coca Cola company where
we will find information about your planning, organization, direction, and control as
company.
On the planning side, we will find how the company employs strategies, policies,
purposes, values, and programs; we will also find their mission and vision.
On the other hand, in the case of the organization we will find departmentalization where
we will find the marketing department, finance department, and the department
of production. Likewise, on the organizational side, we will also find the
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coordination this will allow us to harmonize the information becoming a

complement included in a counterweight.
Then, in the management section, we will learn about decision-making, motivation,
supervision, communication and their integration.
Finally, at the checkpoint we will see the financial control, customer control, of the
perspective, of learning and knowledge and above all the quality one; likewise
we will contemplate production control and finally packaging control.

2.1.6 Infrastructure

Coca-Cola Peru is the corporation of the Company in the country. The first bottles of this
recognized brand arrived in Peru establishing itself definitively in the country. Together with
Argentina, Bolivia, Paraguay, Chile, and Uruguay, that is, it constitutes the Business Unit.
Southern Latin America.
The Coca-Cola System in the country is made up of Coca-Cola Peru, based in Lima, and
its bottling partner is Arca Continental Lindley. They are the ones who produce, package,
they distribute and market the entire portfolio of brands from the Coca-Cola family.
The Coca-Cola System in Peru has 8 production plants in strategic locations.
of the country like Lima where two of them are located, Trujillo, Arequipa, Cusco, and Iquitos. To
next, a brief information about each of them.

• Pucusana Plant:
It was inaugurated in September 2015. The new plant has six lines of
high-tech production and a maximum production capacity of up to
1,000 million liters of beverages per year. Address: Km 60.5 Panamericana Sur,
Pucusana–Lima.
• Zarate Plant:
Non-carbonated sensitive products such as nectars, isotonic drinks are bottled.
waters, fruit beverages among others. This plant also serves the Sierra and Jungle.
central Peru. Address: Jr. Cajamarquilla 1241, San Juan de Lurigancho–
Lima. Phone: +511 319 4000.
• Trujillo Plant:
This modern infrastructure was inaugurated in 2013 after an investment of US$
125 million in its construction. The mega plant Trujillo supplies the north of Peru,
from Ancash to Tumbes, as well as the northern Sierra and Jungle: Cajamarca, San
Martin and Amazonas. Address: Calle Lindley 200, Sector Santa Rosa, Trujillo Peru
Phone: +51 (044) 485700.
• Arequipa Plant:
Address the growing demand from southern markets, including Moquegua,
Arequipa, Tacna, and Puno. It has the capacity to produce drums, plastic, and glass.
Dirección: Av. Arequipa 111, Tiabaya–Arequipa. Teléfono: +51 (054) 439600.
• Cusco Plant:
It serves the markets of the southern Sierra and Jungle, including Cusco and Madre de Dios.
Produce containers, plastic and glass. Address: Av. De la Cultura 3785, Cusco–
Cusco. Phone: +51 (084) 228511.

• Iquitos Plant:
This last one belongs to Embotelladora La Selva S.A This plant produces PET
and returnable glass, and serves the markets of the Jungle. Address:
Putumayo/Alzamora S/N. Iquitos.
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The system works together in the technical, quality, and environmental fields, as well as
in the definition of the general lines of the business such as the launch of new
products, marketing, advertising, and communication. This demand has been addressed
thanks to their aggressive plan to expand production capacity which they started in the
2009, and they assure that they will continue in the upcoming years.

2.2 Structure, Manuals, and Policies

2.2.1 Current organizational chart of the company, recognizing the areas that
they make up.

Source: Own preparation.

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2.2.2. MOF

POSITION: Chief of Marketing.

DEPENDENCIA: Departamento de Publicidad.
REPORTS TO: Marketing Manager.
THEY REPORT: Graphic designers, advertisers, social communicators.
JOB PROFILE:

A postgraduate degree in Marketing, commercialization or related fields, with a minimum of 3 years of experience, leading
marketing areas. Completely masters the English language. Has a dynamic profile, possesses skills
negotiation, teamwork, good interpersonal skills, and open to change.

OBJECTIVE:

Lead the marketing area in each line of business, achieving contributions to the established objectives.
in the management that will report.

FUNCTIONS:

• Support management in promoting products or services through various means of communication.

mass communication.
• Creatively seek to capture the attention of the public and focus on the consumption of the products that
They are offered to impact the market through advertising media.
• Search for and hire the most effective advertising media for the company.
• Develop work plans aimed at achieving results for your department.
• Select and train personnel under your charge.
• Design, execution, and monitoring of the marketing plan.
• Develop strategic promotion and communication campaigns.
• Analyze the computer supplies market, negotiating with the main clients.
• Analyze market indicators and statistical data.
• Preparation and presentation of reports for the area.

DESCRIPTION OF STEPS:

1. Develop a proposal for promotion and advertising for the company

2. Prepare a quotation for the media plan.
3. Develop creative and promotional materials for the presentation of the advertising campaign.
4. Register and send the system and information according to the regulations for submission.
5. Send the completed campaign presentation to the Marketing Department for its
approval.
6. Sent to the General Directorate,
7. Receive authorization and identification key for the campaign.
8. Implementation of the campaign.
9. evaluation and continuous monitoring of it.

Prepared by: Human Resources Manager

Reviewed by: CEO
Last review: April 10, 2017
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POSITION: Sales Manager.

DEPENDENCIA: Departamento de Ventas.
REPORTS TO: Sales Manager.
THEY REPORT: Sales promoter, inventory assistant, sales assistant.
JOB PROFILE: Professional in sales and specialized in sales and/or related fields, experience
minimum of 5 years, with the ability to anticipate problems and detect irregularities in order to
Generate solutions; positive and proactive attitude, with knowledge in marketing, advertising,
project planning, accounting, finance, master at least 3 languages besides the native language
mother tongue and mastery of systems and ICT.

OBJECTIVE: To organize and participate in the market through adequate and timely management
commercial, focused on the development of new businesses at the local, departmental, national, and
international, through the management, planning, execution, and control of sales processes.

FUNCTIONS:

• Develop strategic plans for sales, budgets, and other accounting packages that the
organization needs.
• Prepare monthly reports of the sales made in the company through records, invoices.
files and other documents that are part of the sales department, to or affect the
members of the company at the economic level and likewise not lose clients and employees due to poor
implemented strategies.
• Coordinate, review and approve the budget for the purchase of raw materials required for the
sale of products in the department.
• Responsible for a certain number of salespeople, in charge of training the staff of
department.
• Evaluate whether the established objectives have been met, the imbalances, and the possible measures.
corrective.
• Know and permanently apply rules and procedures.
• Coordinate and negotiate with executives and high-level personnel, the future, the programs, the policies,
among others, for the well-being of the organization.

DESCRIPTION OF STEPS:
1. Receipt of the claim.
2. Claim analysis.
3. Decide whether it is appropriate or not.
4. Inform the client about the actions that will be taken.
5. Implement corrective actions.
6. Inform the client of the solution to the problem.
7. Archive the documentation of the process.
 COCA COLA COMPANY PROJECT

CARGO:Contabilidad
DEPENDENCY: Accounting department.
REPORTED TO: Accounting Manager.
Accounting assistant
JOB PROFILE
Education:
Professional in accounting, knowledge in administrative and accounting processes,
continuing education in update courses in accounting.
Skills:
• Ability to obtain and manage the company's money through the alternatives that
evidence the market.
• Mastery of national and international legislation.
• Ability to make decisions quickly and promptly for each business area.
• Analytical capacity and being attentive to changes in local and global trends that
may affect the company's finances.

Skills:
• Good management of the workplace environment
• Maintain the initiative
• Flexibility
Attitudes:
• Negotiation
• Communication
• Leadership
Analysis
• Decision making
• Be objective
Knowledge:
• Management of Microsoft Office Management of automated accounting and financial systems,
knowledge of legal, tax, and accounting regulations for civil organizations
authorized donations
Experience:
• From 2 to 5 years, having solid training and professional skills in preparation.
from the financial statements for accounting purposes, an interpretation of financial information
adequate.

OBJECTIVE
Meet the company's goals for expenses, revenues, and profitability while maintaining a relationship
stable with suppliers and subordinates, as well as operate the policies, standards, systems and
necessary procedures to ensure accuracy and security in the collection and recording of the
financial operations, budgeting, and achievement of the entity's goals

FUNCTIONS:
• Coordinate the registration of the institution's financial and accounting transactions
• Prepare financial statements
Monitor the cleansing of the accounting accounts
• Improve control mechanisms for the proper management of resources
financial
• Issue normal policies and guidelines of an accounting nature that guarantee compliance of
tax obligations, as well as optimizing resources
• Supervise that the correct registration of financial operations is carried out, as well as the work.
of the accounting analyses.
• Keep the budget execution record updated according to the regulations
established rules.
 COCA COLA COMPANY PROJECT

• Keep the account catalog and accounting guide updated

• Permanently clean up the accounting and budget records
• Control the availability of bank accounts, checks, investments
• Preparation and control of withholding certificates, sales tax,
employment certificates, industrial and commercial retention that are requested by the
suppliers and/or third parties.
DESCRIPTION OF STEPS

1. Receive and verify the accounting movement reports of the different accounts of the states.
financial.
2. Analyze and apply the necessary tools for the interpretation and verification of the statements
financial
3. Describe the financial situation and propose measures, options, and alternatives to have
liquidity, solvency, and capacity to meet obligations.
4. Send financial statements and proposal of options and measures to the secretary of
Administration and Finance.
5. Receive the financial statements and propose alternatives for decision-making.

Prepared by: Human Resources Manager

Reviewed by: general director
Last review: April 10, 2017

POSITION:FINANCE MANAGER
DEPENDENCIA:DEPARTAMENTO FINANCIERO
REPORTS TO: GENERAL DIRECTOR
REPORTING: TREASURY AND ACCOUNTING

Occupational Profile

Education:
Accounting, financial administrator, or related degree; having a master's degree or postgraduate degree in the economic area.
administrative, finance and/or human resources.

Skills:
• sensitivity to the social and political problems of the country.
• High sense of order, discipline, and organization.
• Effectiveness in decision-making.
• Teamwork and leadership.
• Assertive communication.
• Process orientation and systematization.

Skills:
• Management of office tools.
• Master a second language (English or French).

Attitudes:
 COCA COLA COMPANY PROJECT

• Transmit instructions with respect.

• Engage in open dialogue with your collaborators.
• Generating trust.
• Be reasonable.
Knowledge:
• Microsoft Word Management.
• Management of automated accounting and financial systems.
• Knowledge of legal, fiscal, and accounting regulations for civil organizations and donor entities
autorizadas.

Experience:
Minimum 5 years preparing budgets, developing financial initiatives, and conducting analysis
financial.

Objectives:
• Plan the growth of the company, both tactically and strategically.
• Capture the necessary resources for the company to operate efficiently by allocating resources from
agreement with the needs of the company.
• Optimize financial resources and maximize profits.
• Contribute to maximizing the value of the company

Functions:

• Coordinate and participate in the preparation of financial statements and reports based on monitoring.
of the processes.
• Coordinate the preparation of the annual budget of income and expenses.
• Control the institution's finances and improve its performance.
• Support in economic decision-making for resource optimization.
• Provide financial security, so that the organization is not affected.
• Use the equity funds to provide greater benefits to the company.
• Supervise that the necessary cash flow for the operation of the programs is maintained.
company.
• Monitor the financial status of the organization to ensure compliance with goals
budgeted.
• Review, approve and present the various financial reports to the different agencies of the
organization for its due compliance.
• Direct and manage relationships with auditors for optimal communication within the company.
DESCRIPTION OF STEPS

1. Print Balance Sheet and Income Statement at the end of the period, once they have been
incorporated the accounting entries made.
2. Review the Balance Sheet; if not approved, it is returned to the accountant with a letter of
observations and it is reviewed according to them, the same applies to the state of
result.
3. Sign the Balance Sheet and in case of approval, send it to the general director, the same applies.
for the Income Statement.
4. Sign financial statements and send to the accounting office. File the original and a copy of the
Financial Statements

Prepared by: Human Resources Manager

Reviewed by: General Director
Last reviewed: April 10, 2017
 COCA COLA COMPANY PROJECT

POSITION: HUMAN RESOURCES MANAGER

DEPENDENCY: HUMAN RESOURCES DEPARTMENT
REPORT TO: DIRECTOR GENERAL
REPORTS TO: HUMAN RESOURCES ASSISTANT

Occupational Profile
Education:
Bachelor's degree in Business Administration or in Human Resource Management.
Supplementary training in Administration and Management of organizations, leadership of teams
work, regulations and current procedures of public entities and administration

Skills:
• Ability to lead the development of policies, practices, projects, plans, and programs in the area of
human resources management
• Project management
• Application of labor standards

Skills:
• Manejo y uso del computador.
• Master at least a second language.
Aptitudes:
• Leadership
• Objective
• Ordered
• Focused on results
• committed
Knowledge:
• Management of Microsoft Word.
• Management of automated accounting and financial systems.
• Knowledge of legal, fiscal, and accounting regulations for civil organizations and charitable organizations.
authorized.
Experience:
• years as head of administrative units.
• Minimum 1 year as head of the human resources unit.

Objectives:

• Strengthening the employer-employee relationship through administrative and psychological techniques that
allow analyzing the behavior and performance of Human Resources.
Functions:

• Search and selection of personnel.

• Plan, organize, and verify the efficiency of the Human Resources subsystems.
• Design and coordinate training and development programs for employees.
• Intercede for the proper conduct of labor contracts between employees and the company.
• Inspect hygiene and occupational safety standards.
• Supervise and verify service processes in personnel management.
• Supervise and verify service processes in personnel management.
• review the payroll processes in order to ensure the timely deposit of employees and assigned personnel of the
company.
• Preparation of a work letter for active staff, respecting the employment modality.
• Coordinate and control the exit process for staff disincorporation, whether due to dismissal or retirement.
voluntary or termination of contract.
 COCA COLA COMPANY PROJECT

2.2.3. Policy manual:

Global policy of the Coca-Cola company:
Su aplicación es global y comprende todas las marcas que contienen alcohol añadido, usan
a commercial name related to alcohol or a non-alcoholic variety of a brand or
category with alcohol. Compliance with its provisions is mandatory for the
employees. The policy has four components:
• Responsible marketing:
Builds and maintains the reputation, brands, and businesses of the coca company.
it provides a detailed marketing guide. Its objective is to ensure that
its marketing does not target or appeal to people below the LPA. Thus
how to promote responsible consumption.

• Local associations and communication programs:

They help to reduce and prevent harmful alcohol use; combat the
driving under the influence of alcohol or raising awareness about consumption
responsable. Se contará con una asociación o programa de comunicaciones un
year after the launch of an alcoholic beverage brand.

• Information and transparency:

Provide information to people so that they can make responsible decisions
about alcohol consumption.

• Guidelines for associates and partners as role models:

Our goal is to ensure that our associates and partners are
ambassadors of responsible consumption. Set an example of responsible consumption
it means that if our associates or partners wish to enjoy a brand of
drink alcohol responsibly and encourage others to do the same
do it the same way.

Global Marketing Policy for Responsible Alcohol Beverage Consumption:

It is based on the responsible marketing policy regarding alcoholic beverages. Through
the objective of this policy is to ensure that all its activities demonstrate and promote the
moderate consumption of alcohol in a responsible manner. It extends to its bottler and
other partners, in the markets where they have a brand, contracts with the agencies of
advertising will include a compliance clause.

Politics is not limited to the following aspects:

• Consumer advertising: TV, radio, print media, etc.
• Direct marketing.
• Digital media: web, social networks, advertising.
• Point of sale materials and sales materials.
• Cross-promotion offers and experiential marketing programs.
• Product positioning through sports, events, events and
celebrities.
• Market research.
 COCA COLA COMPANY PROJECT

Quality policy:
Quality is manifested in each of the actions and is accompanied throughout.
what they do. Each person within the Coca-Cola system takes this mission seriously and
works tirelessly to ensure that the system keeps its promise to deliver
quality products and services.
It is believed that quality is the cornerstone of their success because it is an integral part of their
legacy; inherent to this belief is dedicating to their gold standard: "Perfect product, of
trust anywhere.

The commitment to delivering quality products: includes the focus on the following
areas:
• Supplier Management:
the manufacturing of high quality finished products using the best
available raw materials.
• Global Standards:
consistent execution by our Company, our suppliers and
our bottling partners.
• Commitment:
ensure that our products and services meet or exceed expectations
our clients, consumers, and other partners.
• Continuous Improvement in our entire global system:
proactive assessment and attention to emerging issues and trends that may affect
to our products, clients, and consumers.
• Productividad:
always seeking the optimization of industrial and logistics processes
maintaining our excellence in quality at the same time.

Food Safety Policy:

At Coca-Cola Company, you have the fundamental responsibility to ensure strict
safety standards for the products we manufacture and distribute. Each employee
that has a direct impact on the ingredients, packaging, production, storage or
transportation of products, through the supply chain, is responsible for the
food safety.

The commitment to food safety: has a special focus on the following

areas:

• Risk Assessment and Minimization:

implement food safety programs in the facilities of
elaboration, storage and distribution.
• Suppliers:
Ensure the safety of raw materials, ingredients, and packaging.
• Compliance with Regulations:
guarantee the consistent execution of our policies, those of our
suppliers, co-packers, consumers, bottling partners and distribution.
• Continuous Improvement through our global system:
Provide proactive identification and efficient risk management in
food safety issues associated with products, processes and
technologies.
 COCA COLA COMPANY PROJECT

2.2.4. Organizational change

The company will establish a structure of new operational units and categories.
drinks with world leadership, backed by a new service unit.

In ATLANTA, August 28, 2020 The Coca-Cola Company announced changes

strategic to reorganize and allow the Coca-Cola System to continue with its tactics
based on a portfolio of beverages positioned to capture growth in a
market that is changing rapidly. Building a global organization
in networks, combining the power of scale with deep local knowledge. The Company
will establish new operational units focused on regional and local execution, which
they will work closely with five global category leadership teams
to scale ideas quickly.

Operational units:
Nine units will be established to replace the current units and business groups.
operational units that will help optimize the organization. These units will be highly
interconnected, with a more consistent structure and a focus on elimination of
duplication of resources and the more agile expansion of new products.

Global category leaders

The Coca-Cola Company is carrying out a process of streamlining the portfolio
which will lead to a selection of global, regional, and local brands with greater potential
growth. To promote this initiative and support the operational units, the
The company is strengthening and deepening its leadership in five global categories with
the greatest consumption opportunities:

• Coca-Cola
• Flavors
• Hydration, functional beverages, coffee, and tea
• Nutrition, juices, milk and plant-based drinks
• Emerging categories

Service Unit
The Company announced the creation of the Services Unit, an organization that will work
at the service of operational units, categories, and functions to create efficiencies and
provide scalable capabilities worldwide. This will include data management, analysis
consumers, digital commerce, and social/digital centers. This unit will eliminate the
duplication of efforts throughout the company and is designed to work in partnership with
the bottlers.

Alignment of the workforce with new priorities

The structural changes of the company involve the reassignment of some people and
resources, which will include voluntary and involuntary employee reductions. To
to minimize the impact of these structural changes, the Company announced a program of
voluntary retirement that will give employees the option to take a package of
disengagement, in case they are eligible for such a purpose.
 COCA COLA COMPANY PROJECT

CHAPTER 3: MANAGEMENT OF THE INNOVATIVE COMPANY AND ITS ENVIRONMENT

3.1 Analysis of the organizational environment variables.

3.1.1 PESTEL Analysis

POLICY:
• The Food and Drug Administration (FDA) considers non-drinks
alcoholic beverages such as Coca-Cola fall within the food category. The
The government regulates the manufacturing procedure of these products.
• Companies that do not meet government standards are subject to
fines. Coca-Cola is also subject to the Health and Safety Law.
Occupational and local, state, federal, and foreign environmental regulation.
• Political conditions, specifically in international markets: conflict
civil, government changes and restrictions on the ability to relocate
capital across borders.
• Coca Cola retains all rights related to its business, including the
past and future products developed with a patented process

ECONOMY:
Coca Cola products are distributed to hundreds of countries. These countries have
different customs, cultures, tastes, and desires. Coca Cola has changed and
updated how it manages its products by creating new flavors to accommodate
these clients. They have an equity of more than $80 billion. Most of
this comes from the beverage industry. And its revenue (approximately 70%)
they come from countries outside of the United States.

SOCIAL:
• Most people are showing a growing interest in styles of
healthy living. This has greatly influenced sales within the beverage sector
non-alcoholic drinks since many customers switch to cola and water
diet soda, such as Coke Light or Zero.
• Clients aged 37 to 55 have to do with their nutrition. Moreover,
a large part of the baby boom population. As they become
older people, who are more concerned. About the life options that
will affect their life expectancy. This will continue to affect the beverage sector not
alcoholic beverages through the increased demand for healthier drinks.

TECHNOLOGICAL:
• The effectiveness of a company's advertising, marketing, and programs
promotional; for example, television, web, and advertising on social media
they are in constant evolution. The ability of a company to promote
effectively their products through these impact sales channels.
• Packaging design: In the past, the introduction of cans and plastic bottles
the company's sales volume increased due to how easy they are
containers were for transporting and disposing.
• The new equipment: Due to technology constantly advancing,
New equipment is constantly being introduced. Due to these new
technologies, the production volume of Coca-Cola has increased
considerably compared to that of a few years ago.
• New factories: Coca-Cola Enterprise (CCE) has six factories in the Kingdom
United using modern technology to ensure quality and speed
 COCA COLA COMPANY PROJECT

of product delivery. In 1990, CCE opened one of the largest factories of

soft drinks from Europe in Wakefield, Yorkshire.

ECOLOGICAL:
This multinational is one of the least environmentally friendly there.
where it is installed. For example, there are more than 170 universities like the one at
Atlanta, Toronto, California or Berlin that impose barriers to their products
precisely because of these bad environmental practices that have expelled Coca
Tail of its campuses. For every liter of Coca Cola produced, 175 are exploited.
liters of water, in the year 2004 for example, used 283,000 million liters of
water. This amount would allow everyone to drink for ten days, or
provide drinking water for 47 days a year to people who do not have access
currently in the world of drinking water.

3.1.2 Analysis of Porter's 5 Forces

• The suppliers: Most of the ingredients needed for the drinks

Snacks are basic products such as flavor, color, sugar, caffeine,
packaging, etc. So the inputs of these products have no power
on the negotiation of pricing for this reason; the suppliers
of this industry are relatively weak.
• The substitutes: A large number of substitutes are available on the market,
such as water, tea, juices, coffee, etc. The other companies also
they differentiate by well-known brands on a global level, by brand value and the
availability of products that substitutes that cannot be challenged.
To protect itself from these companies, the soft drink industry chose to
diversify its products. Coca-Cola offers a wide range of products
like Coca-Cola Cherry, Coca-Cola Vanilla, Diet Coca-Cola, Coca-Cola
Light without caffeine, caffeine-free Coca-Cola, etc.

• Customers: In this industry, they have bargaining power, as the source

principle of income and market share in the beverage industry
food is fast food, small businesses, food stores,
vending machines etc. The profit margins in each of these segments
they notably demonstrate the purchasing power and how special customers
pay different prices based on their bargaining power.
• New entrants: There are many factors that make it difficult to enter.
in the beverage industry. Some of the important factors are the
brand image and loyalty, advertising expenses, bottling network,
the fear of retaliation from retail distribution and the chain of
global supply.
• Market competition: Competition in the beverage industry can
is classified as a duopoly with Pepsi and Coca Cola. The share of
the market of other competitors is too low to encourage any
price war. Coca-Cola gains competitive advantage through the
well-known global brands and for achieving the best prices
elevated.
 COCA COLA COMPANY PROJECT

3.1.3 SWOT Analysis

Source: Own elaboration.

3.2. Analysis of the organization's Technological Innovation proposal.

Our central job is to follow the consumer

The goal of this innovative proposal was to respond to the constantly evolving tastes.
like changes in shopping habits. Offering a variety of beverages and packaging
for different occasions and needs.

According to the information obtained, the proposal to follow the consumer proved to be beneficial for the company.
since they sought to create consumer experiences through programs like Sip &
Scan also presented an innovative model 'Coca-Cola Freestyle dispenser', this
The model is compatible with Bluetooth; these mentioned models were well received.
by consumers because this system saves them time and makes it easier for them
buy because everyone does it with their mobile or through an app.
 COCA COLA COMPANY PROJECT

3.3. Development of the organization's business model and value creation.

Fuente. Elaboración propia.

3.4 Quality Models.

TOTAL QUALITY IN THE COCA-COLA COMPANY

Consumers around the world trust that The Coca-Cola Company (TCCC) will
always offer refreshing products of unquestionable safety and high quality
quality.
At Coca-Cola, we believe that quality and food safety are the cornerstones of
our success, because they are an integral part of our legacy and a true reflection of our
Slogan 'Perfect product, trustworthy anywhere'.
Therefore, the implementation of processes that guarantee food quality and safety
Our beverages are one of the fundamental priorities of the Company and
bottlers.
These systems are applied worldwide through procedures and programs that
they allow us to control all our processes from the reception of raw materials to
the distribution of our products
In addition to this, the Coca-Cola system is governed by the Coca-Cola Operating Requirements.
(KORE), a demanding program developed by the Company and specifically designed
for our activity that incorporates norms and requirements that go beyond the
scope of ISO certifications.
 COCA COLA COMPANY PROJECT

The policies and certifications that ensure the quality of Coca-Cola

One of the cornerstones of Coca-Cola's success is to ensure consumers everywhere

the world the same safety and quality standards in their refreshing drink,
regardless of the country they are in.
Quality is manifested in each of our actions and accompanies us in everything we do.
we do. Thus, each member of our company takes on this mission as
own, with the aim of ensuring the promise of quality in our products.

Committed to quality
• Management of suppliers
• Estándares globales
• Commitment
• Continuous improvement throughout our global system
• Productivity

Objective: the highest safety

With the intention that the Coca-Cola Company meets strict safety standards
In the products that it manufactures and distributes, a thorough control of everything is maintained.
supply chain, from start to finish. Every employee who interacts with
the ingredients, packaging, preparation, storage, or transportation of the products is
responsible for this safety that the Coca-Cola System links to its reputation with
consumer.

3.5 Analysis of environmental technology proposals.

Coca Cola has proposed to use at least 50% national recycled material.
in their containers by 2030. In addition, Coca Cola used WEF (World Economic Forum)
as a platform to announce its partnership with the Chinese online retailer [Link].
The collaboration is intended to leverage JD's national logistics system in a
pilot project to help collect used beverage bottles from households that
they will send to the recycling facilities in collaboration with the beverage giant, which
will enter the circular value chain. With this, a localized approach will be explored for
return used PET bottles and recycle them into other useful products.

CHAPTER 4: CONCLUSIONS AND RECOMMENDATIONS

4.1 Conclusions
Principales hallazgos y conclusiones. Deben ser tres conclusiones como máximo.

One of the conclusions is that Coca Cola has a very consolidated image, making
to achieve a position in the 'top of mind' among all soft drinks and derivatives. Being Coca
Cola is a brand that has always been connected to consumers, and for that reason, it cannot be...
stop developing new marketing actions: innovating and expanding the
portfolio of its products

It is important to highlight Coca Cola due to the unity, dedication, effort, and its way of
organization leads this company to success.
 COCA COLA COMPANY PROJECT

The indicators that arise from the implementation of improvement processes will be able to
support the entire proposal presented in this project, and we are convinced that the
results will be satisfactory, just as they were in the presented project.

4.2 Recommendations

• The Coca Cola company should reduce its sugar content as the high
the consumption of the product is harmful to health, so it should be given more importance
in the areas of healthy living. Since over the years their advantages could
verses damaged by that factor.
• Regarding the variety of the Coca-Cola product, it must demonstrate new developments.
to encourage the consumer.
• Customer satisfaction always drives loyalty, which is why it is recommended.
make the most of the communication channels available with customers
y consumidores, dando solución de problemas de manera oportuna y eficaz,
promote products, and among many more strategic plans
• Investigate the different brands that are related to the product that
we choose, that is Coca Cola Company like for example the soda Pepsi or
BigCola in order to examine the similarities and differences they present in the process
administrative as well as to compare the techniques or strategies they use
to stand out in a competitive market.
• Establish various adaptive strategies in any situation since you are
regulate the performance of manufacturing, setting a coherent objective in addition to
help to focus on providing a high level of service.

4.3 Annexes

RETURNABLE COCA

Coca-Cola Zero Sugar

 COCA COLA COMPANY PROJECT

Coca-Cola Quarterly Results. France 24, 22/07/2020

BIBLIOGRAPHICAL REFERENCES:

1. Empresa Coca Cola: Políticas de

companya[Link]

2. Lindley Arcacontinental 2021[Link]

[Link]

3. COCA JOURNEY, The Coca Cola company announces strategic changes to move forward in
its growth plan. 08/28/2020[Link]
press/press-releases/the-company-coca-cola-announces-strategic-changes-for-
to advance

4. Legal Basis, Leticia Avendaño, 2015[Link]

company-law-docx

Coca-Cola Journal hey[Link]

coca preparation
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carbonic acid