The paper "Coca-Cola’ s Organisational Structure" is a good example of a business case study. This paper will focus on Coca Cola because it is one of the biggest soft drink companies worldwide. Coca Cola plays a huge role in the global trade pattern as it operates in more economically developed nations. This means that the company is not greatly affected by the quotas and tariffs imposed by less-developed nations (Bell 2003, p. 45). The products have cheaper prices too. The competitive advantage of Coca Cola includes; its robust brand portfolio, collaborative consumer relationships, business partnerships, managerial expertise, flexible sales and distribution paradigms, sustainable growth, alongside market leadership.
The company’ s comparative advantage is the utilisation of franchise business paradigm whereby it depends on the socioeconomic steadiness of the nations in which it operates in (Hays 2010, p. 30). Coca Cola’ s activities embody some characteristics of New Trade Theory, such that it can generate additional products at a reduced cost than its rivals, exploit that benefit, dominate the market, and finally profit its consumers. Coca Cola’ s organisational structure Coca Cola embodies an example of the Stages Models of Internationalisation.
For instance, the company utilises the U-model of internalisation to obtain prospective consumers around the world (Isdell and Beasley 2011, P. 67). The organisation applies four diverse phases, such as the formation of an abroad production, abroad sales subsidiary, export through independent agents, and no standard export activities. Coca Cola can only operate in countries whose culture allows people to drink its products. The company must follow the set rules and regulations of operating a business in a certain nation. It should also follow the economic systems of its operating nations. Section B: Library Catalogues Hays, C, (2010) Po: Truth and Power at the Coca Cola Company.
New York: Random House. Hays Constance scrutinises the 119-year account of Coca Cola. It is a story of love, teamwork, hope, and opportunity including greed, ambition, hubris, and salesmanship. Coca Cola’ s story reveals its billion-dollar marketing campaigns, globalisation, dynastic bottling businesses, soda fountain shops, and carbonisation. Isdell, N and Beasley, D, (2011) Inside Coca-Cola: A CEO’ s Life Story of Building the World’ s most popular Brand. New York: St. Martin’ s Press. Isdell played a huge role in the operation of the company before his retirement in 2009 as the chief executive officer (CEO) of Coca Cola.
The book tells his amazing professional and personal global story from Turkey, South Africa, India, the Philippines, Germany, Russia, and Australia. The book explains how organisations govern and market themselves. Pendergrast, M, (2000) For God, Country and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It. New York: Basic Books. This author gives an account of the greatest soft drink in the United States and the organisation that produces it.
It provides stunning images of business people who started the company, conmen, and swindlers who made it a global organization. Bell, L, (2003). The Story of Coca-Cola. North Mankato Minnesota: Smart Apple Media. The author discusses how the company was founded and developed. The story is given through another account of Allen Strange who have split personality. The story is different from other books as it presents a story within a story.
Bell, L, (2003). The Story of Coca-Cola. North Mankato Minnesota: Smart Apple Media
Hays, C, (2010). Po: Truth and Power at the Coca Cola Company. New York: Random House.
Isdell, N and Beasley, D. (2011) Inside Coca-Cola: A CEO’s life Story of Building the World’s most popular Brand. New York: St. Martin’s Press.
Paracha, J.M., Waqas, M, and Khan, A.R. (2010) ‘Consumer Preference Coca Cola versus Pepsi-Cola’, Global Journal of Management and Business Research, 12(12), pp. 1.
Pendergrast, M, (2000) For God, Country and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It. New York: Basic Books.
Sandison, N. (2007) ‘Coca-Cola Revives Popular ‘Holidays are Coming Ad’, BrandRepublic, 14 September [Online]. Available at: http://www.brandrepublic.com/News/767575/Coca-Cola-revives-popular-holidays-coming-ad/ (Accessed: 20 September 2014).
Smith, S.M. and Albaum, G.S. (2012) Basic Marketing Research: Volume 1. Utah: Qualtrics Labs, Inc.
TNN, (2014). ‘Coca-Cola Launches Sugar-Free Soft Drink 'Coca-Cola Zero' to Bolster its Portfolio’, The Economic Times, Available at: http://economictimes.indiatimes.com/industry/cons-products/food/coke-counts-on-zero-to-push-cola-sales/articleshow/42975994.cms (Accessed: 20 September 2014).