Coca Cola.docx

1、Coca ColaStudy on Coca Cola CompanyAbstract:The Coca Cola Company is an American multinational beverage company and manufacture, retailer and marketer of non-alcoholic beverage concentrates and syrups. In this report we will study this company from three aspects: the role of culture, international s

2、trategic management, organizational behavior and human resource management. The first part includes the introduction of Coca Colas organizational culture and its related cases concerning cross-cultural communication and negotiation. Corporate culture displays an important role in Coca Colas global e

3、xpansion while different national cultures also affect the companys global subsidies. In the procedure of globalization, Coca Cola has done well in cross-culture communication; however, it has faced some setbacks. Coca-Cola carried out a series of strategies, such as global integration and responsiv

4、eness and acquisition, as well as changing its organizational structures so as to compete more effectively in the international arena. The noticeable company behaviors and HR management have made great contribution to the success of Coca-Cola Company. The activities and promotions held world while a

5、nd the treatments of staff have spread the reputation, as well as its corporate culture of Coca-Cola to everyone. Leadership is a key secret behind the considerable achievement of Coca-Cola Company.Key Words: Coca Cola, Culture, Strategic Management, HR Management.1. The Role of Culture 1.1 Coca Col

6、a Companys Organizational Culture(黄舒婷)Organizational culture refers to the behaviors of people as part of an organization, including organization values, visions, norms, working language, systems, symbols, beliefs, and habits. As a collective culture choice, organizational culture usually gives grea

7、t influence to people from whichever culture background after they enter the organization. It affects the way people and groups interact with each other, with clients, and with stakeholders. Multinational corporations also have their organizational cultures which are often called corporate cultures.

8、 Employees of MNCs are expected to “fit in” their corporate cultures. However, corporate cultures do not develop independently. Companies often develop cultures within the context of their home country and host countries cultures. Therefore, interaction also exists between corporate cultures and nat

9、ional cultures. Coca Cola Company, the most successful multinational beverage corporation in the world, hosts its own culture belief that has led to its success worldwide. Now we will give a brief introduction about its culture regarding its value and marketing philosophy. On Coca Cola Companys webs

10、ite, we can find the following values: Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, its up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well

11、From these values, we can see the Coca Cola displays a high individualistic culture, in which individual goals and management of individuals are emphasized. Leadership, collaboration, integrity, accountability, passion, diversity and quality are the companys seven individual goals. In an individuali

12、stic culture, taking care of oneself comes first because one believes that once heshe is taken care of, then the group is also taken care of. It can be seen that the “Passion” and “Diversity” of Coca Cola directly demonstrate Coca Colas anticipation on its people-to love your work and to be innovati

13、ve at work. Hence, Coca Colas culture has a trend of individualism. Coca Colas culture is also a typical American style culture which is activity oriented, person oriented, open and loose. Holding such culture, Coca Cola has developed more smoothly and successfully than other MNCs. Coca Colas succes

14、s in the international world started in 1906 when Coca Cola was bottled in Cuba and Panama. Their global network started to be built in 1920s and now the company is operating in more than 200 countries producing nearly 450 brands. Coca Colas marketing philosophy is“Focus on the Market”. It can be fu

15、rther explained as follow: Focus on needs of our consumers, customers and franchise partners; Get out into the market and listen, observe and learn; Possess a world view; Focus on execution in the marketplace every day; Be insatiably curious. The short marketing philosophy shows Coca Colas internati

16、onalized ambition which pursues global market and a constant development. So we can see individualism and weak uncertainty avoidance are the two features of Coca Colas culture.How can Coca Colas corporate culture be adapted to different national culture during its operation in different countries? I

17、t can be studied from three aspects: localization strategy, tolerant culture and people-oriented management. Here we will take the example of Coca Cola(China) Co., Ltd. First, Coca Cola utilize localization strategy, permeating its culture to local employees. In Coca Cola(China)s 28 subsidiaries, 34

18、 bottling factories and other offices, local talents are employed. In China, over 99% of the employees are Chinese. Besides, Coca Colas long-term strategies of localizing production and building infrastructure through partnerships with the Chinese government and domestic companies have allowed it to

19、 establish nationwide operations and generate a strong market presenceThrough localization, Coca Cola is able to realize culture integration of corporate culture and national cultures in China and other countries, because it helps train a large amount of local management talents and business talents

20、, helps promote internal and external communication, and helps guide national cultures towards globalization through the companys products, culture and social influence. Second, Coca Colas corporate culture has the characteristic of tolerance. Unlike organizations with family culture, Coca Colas suc

21、cessive presidents were not inherited by members in one family. The positions were often decided professionally. It indirectly shows that the company is low in power distance. This American company employs people with talent from no matter which country, race and background. In the present globalize

22、d business world, high tolerant culture may more easily adapts itself to different environment around the world. Third, the companys individualistic culture displays its emphasis on people-orientation. “People-oriented” in management thinking means to reach “people and things”, “people and people” i

23、n harmony; harmony has promoted the realization of the ultimate achievement of the goals of the enterprise. Coca Cola (China) Co., Ltd. has put forward its iron discipline, love of education in management principles. Staffs at all levels within the scope of their work have greater decision-making po

24、wer and initiative is very strong. Such humanized management of the system so that employees of the enterprises have a very high loyalty.On the other hand, different national cultures also have significant influence on Coca Colas culture. Philosophically, the Enlightenment is considered to be the so

25、urce of freedom and democracy. Developed from the western culture, the value of freedom and open shape the corporate culture of Coca Cola(America) to be individualistic and open-minded. Chinese culture is a representative family culture which pays attention to personal relation and the quality of un

26、ity. Coca Cola Company as a wise utilizer of localization strategy quickly responded and adapted to traditional Chinese culture after its entrance in China market. The company has lots of impressive advertising slogan, such as “永远的可口可乐，独一无二好味道。”(Permanent Coca Cola, unique Coca Cola taste.) There wa

27、s also a famous video advertisement in China.(Sees video file- 可口可乐广告-风车篇1996在线观看-酷6视频) The red small windmills inserted in Coca Colas bottles in the snowfield gave the Chinese audiences a feeling of peace and warm. This feeling was in line with Chinese culture and value. Afterwards, more and more C

28、hinese elements like family and traditional festivals were used in Coca Colas advertisement. Coca Cola(China)s culture is actually a Sino-Us culture.In conclusion, organizational culture as a shared culture for an organization holds its special culture features. Coca Colas corporate culture shaped w

29、ith individualism and American style openness has demonstrated its advantages in the companys global expansion. And it can be also noted that not only corporate culture can affect a countrys idea about new products, but also national cultures can imprint a multinational corporation with their own cu

30、lture elements.1.2 Cross-cultural Communication and Negotiation of Coca-Cola(伍艳婷)Communication takes on special importance in international management on account of the difficulties in conveying meanings between parties from different cultures. One should adapt oneself to the local culture when one

31、communicates with the natives.The communications between an enterprise and the local consumers are of paramount importance. Advertising can be viewed as a way of an enterprises communication with consumers. Coca-Colas have done really well in advertising in different countries. For example, when Coc

32、a Cola is shooting an advertising film with the same content, they will prepare various versions of the film for broadcasting in different countries. If the film is going to be broadcast in Asian countries, the hero of the advertising film is probably a football star from Thailand while in South Ame

33、rica, the star may be a football star from Argentine, and while in U.S.A, you may see an American football star in the advertising film. Through choosing the things or people the consumers are familiar with as a type of communication medium, Coca-Cola can rapidly approach to and gain the trust and favor