Coca Cola.docx

Coca Cola.docx

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CocaCola

StudyonCocaColaCompany

Abstract:

TheCocaColaCompanyisanAmericanmultinationalbeveragecompanyandmanufacture,retailerandmarketerofnon-alcoholicbeverageconcentratesandsyrups.Inthisreportwewillstudythiscompanyfromthreeaspects:

theroleofculture,internationalstrategicmanagement,organizationalbehaviorandhumanresourcemanagement.ThefirstpartincludestheintroductionofCocaCola’sorganizationalcultureanditsrelatedcasesconcerningcross-culturalcommunicationandnegotiation.CorporateculturedisplaysanimportantroleinCocaCola’sglobalexpansionwhiledifferentnationalculturesalsoaffectthecompany’sglobalsubsidies.Intheprocedureofglobalization,CocaColahasdonewellincross-culturecommunication;however,ithasfacedsomesetbacks.Coca-Colacarriedoutaseriesofstrategies,suchasglobalintegrationandresponsivenessandacquisition,aswellaschangingitsorganizationalstructuressoastocompetemoreeffectivelyintheinternationalarena.ThenoticeablecompanybehaviorsandHRmanagementhavemadegreatcontributiontothesuccessofCoca-ColaCompany.Theactivitiesandpromotionsheldworldwhileandthetreatmentsofstaffhavespreadthereputation,aswellasitscorporatecultureofCoca-Colatoeveryone.LeadershipisakeysecretbehindtheconsiderableachievementofCoca-ColaCompany.

KeyWords:

CocaCola,Culture,StrategicManagement,HRManagement.

1.TheRoleofCulture

1.1CocaColaCompany’sOrganizationalCulture（黄舒婷）

Organizationalculturereferstothebehaviorsofpeopleaspartofanorganization,includingorganizationvalues,visions,norms,workinglanguage,systems,symbols,beliefs,andhabits.Asacollectiveculturechoice,organizationalcultureusuallygivesgreatinfluencetopeoplefromwhicheverculturebackgroundaftertheyentertheorganization.Itaffectsthewaypeopleandgroupsinteractwitheachother,withclients,andwithstakeholders.Multinationalcorporationsalsohavetheirorganizationalcultureswhichareoftencalledcorporatecultures.EmployeesofMNCsareexpectedto“fitin”theircorporatecultures.However,corporateculturesdonotdevelopindependently.Companiesoftendevelopcultureswithinthecontextoftheirhomecountryandhostcountries’cultures.Therefore,interactionalsoexistsbetweencorporateculturesandnationalcultures.

CocaColaCompany,themostsuccessfulmultinationalbeveragecorporationintheworld,hostsitsownculturebeliefthathasledtoitssuccessworldwide.Nowwewillgiveabriefintroductionaboutitscultureregardingitsvalueandmarketingphilosophy.OnCocaColaCompany’swebsite,wecanfindthefollowingvalues:

●Leadership:

Thecouragetoshapeabetterfuture

●Collaboration:

Leveragecollectivegenius

●Integrity:

Bereal

●Accountability:

Ifitistobe,it’suptome

●Passion:

Committedinheartandmind

●Diversity:

Asinclusiveasourbrands

●Quality:

Whatwedo,wedowell

Fromthesevalues,wecanseetheCocaColadisplaysahighindividualisticculture,inwhichindividualgoalsandmanagementofindividualsareemphasized.Leadership,collaboration,integrity,accountability,passion,diversityandqualityarethecompany’ssevenindividualgoals.Inanindividualisticculture,takingcareofoneselfcomesfirstbecauseonebelievesthatoncehe／sheistakencareof,thenthegroupisalsotakencareof.Itcanbeseenthatthe“Passion”and“Diversity”ofCocaColadirectlydemonstrateCocaCola’santicipationonitspeople--toloveyourworkandtobeinnovativeatwork.Hence,CocaCola’sculturehasatrendofindividualism.

CocaCola’scultureisalsoatypicalAmericanstyleculturewhichisactivityoriented,personoriented,openandloose.Holdingsuchculture,CocaColahasdevelopedmoresmoothlyandsuccessfullythanotherMNCs.CocaCola’ssuccessintheinternationalworldstartedin1906whenCocaColawasbottledinCubaandPanama.Theirglobalnetworkstartedtobebuiltin1920sandnowthecompanyisoperatinginmorethan200countriesproducingnearly450brands.CocaCola’smarketingphilosophyis“FocusontheMarket”.Itcanbefurtherexplainedasfollow:

①Focusonneedsofourconsumers,customersandfranchisepartners;②Getoutintothemarketandlisten,observeandlearn;③Possessaworldview;④Focusonexecutioninthemarketplaceeveryday;⑤Beinsatiablycurious.TheshortmarketingphilosophyshowsCocaCola’sinternationalizedambitionwhichpursuesglobalmarketandaconstantdevelopment.SowecanseeindividualismandweakuncertaintyavoidancearethetwofeaturesofCocaCola’sculture.

HowcanCocaCola’scorporateculturebeadaptedtodifferentnationalcultureduringitsoperationindifferentcountries?

Itcanbestudiedfromthreeaspects:

localizationstrategy,tolerantcultureandpeople-orientedmanagement.HerewewilltaketheexampleofCocaCola（China）Co.,Ltd..First,CocaColautilizelocalizationstrategy,permeatingitsculturetolocalemployees.InCocaCola（China）’s28subsidiaries,34bottlingfactoriesandotheroffices,localtalentsareemployed.InChina,over99%oftheemployeesareChinese.Besides,CocaCola'slong-termstrategiesoflocalizingproductionandbuildinginfrastructurethroughpartnershipswiththeChinesegovernmentanddomesticcompanieshaveallowedittoestablishnationwideoperationsandgenerateastrongmarketpresence．Throughlocalization,CocaColaisabletorealizecultureintegrationofcorporatecultureandnationalculturesinChinaandothercountries,becauseithelpstrainalargeamountoflocalmanagementtalentsandbusinesstalents,helpspromoteinternalandexternalcommunication,andhelpsguidenationalculturestowardsglobalizationthroughthecompany’sproducts,cultureandsocialinfluence.Second,CocaCola’scorporateculturehasthecharacteristicoftolerance.Unlikeorganizationswithfamilyculture,CocaCola’ssuccessivepresidentswerenotinheritedbymembersinonefamily.Thepositionswereoftendecidedprofessionally.Itindirectlyshowsthatthecompanyislowinpowerdistance.ThisAmericancompanyemployspeoplewithtalentfromnomatterwhichcountry,raceandbackground.Inthepresentglobalizedbusinessworld,hightolerantculturemaymoreeasilyadaptsitselftodifferentenvironmentaroundtheworld.Third,thecompany’sindividualisticculturedisplaysitsemphasisonpeople-orientation.“People-oriented”inmanagementthinkingmeanstoreach“peopleandthings”,“peopleandpeople”inharmony;harmonyhaspromotedtherealizationoftheultimateachievementofthegoalsoftheenterprise.CocaCola（China）Co.,Ltd.hasputforwarditsirondiscipline,loveofeducationinmanagementprinciples.Staffsatalllevelswithinthescopeoftheirworkhavegreaterdecision-makingpowerandinitiativeisverystrong.Suchhumanizedmanagementofthesystemsothatemployeesoftheenterpriseshaveaveryhighloyalty.

Ontheotherhand,differentnationalculturesalsohavesignificantinfluenceonCocaCola’sculture.Philosophically,theEnlightenmentisconsideredtobethesourceoffreedomanddemocracy.Developedfromthewesternculture,thevalueoffreedomandopenshapethecorporatecultureofCocaCola（America）tobeindividualisticandopen-minded.Chinesecultureisarepresentativefamilyculturewhichpaysattentiontopersonalrelationandthequalityofunity.CocaColaCompanyasawiseutilizeroflocalizationstrategyquicklyrespondedandadaptedtotraditionalChinesecultureafteritsentranceinChinamarket.Thecompanyhaslotsofimpressiveadvertisingslogan,suchas“永远的可口可乐，独一无二好味道。

”（PermanentCocaCola,uniqueCocaColataste.）TherewasalsoafamousvideoadvertisementinChina.（Seesvideofile--[可口可乐广告]-风车篇1996在线观看-酷6视频）TheredsmallwindmillsinsertedinCocaCola’sbottlesinthesnowfieldgavetheChineseaudiencesafeelingofpeaceandwarm.ThisfeelingwasinlinewithChinesecultureandvalue.Afterwards,moreandmoreChineseelementslikefamilyandtraditionalfestivalswereusedinCocaCola’sadvertisement.CocaCola（China）’scultureisactuallyaSino-Usculture.

Inconclusion,organizationalcultureasasharedcultureforanorganizationholdsitsspecialculturefeatures.CocaCola’scorporatecultureshapedwithindividualismandAmericanstyleopennesshasdemonstrateditsadvantagesinthecompany’sglobalexpansion.Anditcanbealsonotedthatnotonlycorporateculturecanaffectacountry’sideaaboutnewproducts,butalsonationalculturescanimprintamultinationalcorporationwiththeirowncultureelements.

1.2Cross-culturalCommunicationandNegotiationofCoca-Cola（伍艳婷）

Communicationtakesonspecialimportanceininternationalmanagementonaccountofthedifficultiesinconveyingmeaningsbetweenpartiesfromdifferentcultures.Oneshouldadaptoneselftothelocalculturewhenonecommunicateswiththenatives.

Thecommunicationsbetweenanenterpriseandthelocalconsumersareofparamountimportance.Advertisingcanbeviewedasawayofanenterprise’scommunicationwithconsumers.Coca-Cola’shavedonereallywellinadvertisingindifferentcountries.Forexample,whenCocaColaisshootinganadvertisingfilmwiththesamecontent,theywillpreparevariousversionsofthefilmforbroadcastingindifferentcountries.IfthefilmisgoingtobebroadcastinAsiancountries,theherooftheadvertisingfilmisprobablyafootballstarfromThailandwhileinSouthAmerica,thestarmaybeafootballstarfromArgentine,andwhileinU.S.A,youmayseeanAmericanfootballstarintheadvertisingfilm.Throughchoosingthethingsorpeopletheconsumersarefamiliarwithasatypeofcommunicationmedium,Coca-Colacanrapidlyapproachtoandgainthetrustandfavor