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PROJECT (Human Resource Management)


HRM department of COCA COLA


prof. Zulfiqar Ali






All praises be to Almighty ALLAH, the Omnipotent Lord of the World and the Most
Merciful, and the Most benefactor who granted me vision and enable me to
contemplate and complete this work within the stipulated period. The Messenger
Hazrat Muhammad (Salalahu Alehe Waalehi Wassalm) who is an eternal torch of
guidance and knowledge for humanity.

I am thankful to the Respected and honourable prof. Zulfiqar Ali, Department of

COMMERCE, for their sincere support regarding this work.

I am also thankfull my group fellows who helped me to fulfil the project.


Pg #

History 6,7,8

Evalution 8,9

Introduction 10,11

Mission 11

Vision 11

Values 11,12

Hirarchy of organization 12

Hirarchy of HRM 13

HR practices 14

Planing and foreccasting 14

Recturtiment and selection 15-22

Porformances appraisal 23

Traning 24

Compensation 24

Role of HR In coca cola 24

Policies to retain employess 25,26

Human resources Issues 26

Marketing issues
Empoyess issues

Ctitsism 27

Suggestion 27

Conclusion 28

The company which we have selected for our project is COCA COLA.COCA COLA is the
world`s largest company. It is a unique brand of leading, producing and marketing of soft
drink all over the world. It was invented by Dr. Jhon S. Pemberton in 1886.before it`s
invention many other kinds of beverages were on its peak regarding their taste, colour and
attraction but when this drink was introduced by the pharmacist named Dr.Jhon
S.Pemberton,it revolutionized the history of drinks. Its quality constantly offering consumers
high quality products. COCA COLA is the global product with universal appeal. Each
country has its own unique needs and requirements but this drink may fulfil the needs of all
countries in one turn .It is most useable drink all over the world.

My analysis regarding this topic we have came to know that COCA COLA is one the best
brand all over the world while many of the other companies are also offering and providing
many opportunities but there1s a distinction between COCA COLA and others. My overall
findings related for this project are recruitment and selection process and other aspects of this
project have been done by the involvement of my other group fellows. It is flourishing all
over the world speedily and steady.

HR Department of COCLA COLA is basically playing an important role in this brand. Its
basic purpose is to satisfy its employees by offering them different incentives on different
products after sale. Its first priority is to promote its own employees rather than external
employees by offering opportunities to internal one.

Opportunity for external applicants is also available in their said department (HRM). A
condition is kept, only a person having 85% marks can be qualified for this job. Therefore,
the focus of this paper will be on four tasks and duties of Human Resource Management
(performance management, compensation, career development, succession planning) based
on the United States procedures.

To conclude the whole discussion it would not be wrong to say that everything has its own
strength and weakness but the importance and need can never be ignored. It has become more
needy than any other kind of energise and boost up the energy of all age of people .It
has become an essential part of every party and celebration. In short it has ful filled the
following above mentioned concepts regarding production, management and selling
Organization cannot focus on what sells, but rather has to focus on what the customer wants
to buy.


Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Rd. John S.
Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda
fountains. He created a flavoured syrup, took it to his neighbourhood pharmacy, where it was
mixed with carbonated water and deemed “excellent” by those who sampled it. Rd.
Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the
beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today.
Did you know? The first servings of Coca-Cola were sold for 5 cents per glass. During
the first year, sales averaged a modest nine servings per day in Atlanta. Today, daily
servings of Coca-Cola beverages are estimated at 1.9 billion globally.
Prior to his death in 1888, just two years after creating what was to become the world’s #1-
selling sparkling beverage, Rd. Pemberton sold portions of his business to various parties,
with the majority of the interest sold to Atlanta businessman, As a G. Candler. Under Mr.
Candler’s leadership, distribution of Coca-Cola expanded to soda fountains beyond Atlanta.
In 1894, impressed by the growing demand for Coca-Cola and the desire to make the
beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his
Mississippi soda fountain, becoming the first to put Coca-Cola in bottles.
Large scale bottling was made possible just five years later, when in 1899, three enterprising
businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and sell
Coca-Cola. The three entrepreneurs purchased the bottling rights from Asa Candler for just
$1. Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the
Coca-Cola worldwide bottling system.

Among the biggest challenges for early bottlers, were imitations of the beverage by
competitors coupled with a lack of packaging consistency among the 1,000 bottling plants at
the time. The bottlers agreed that a distinctive beverage needed a standard and distinctive
bottle, and in 1916, the bottlers approved the unique contour bottle. The new Coca-Cola
bottle was so distinctive it could be recognized in the dark and it effectively set the brand
apart from competition. The contoured Coca-Cola bottle was trademarked in 1977. Over the
years, the Coca-Cola bottle has been inspiration for artists across the globe — a sampling of
which can be viewed at World of Coca-Cola in Atlanta.
The first marketing efforts in Coca-Cola history were executed through coupons promoting
free samples of the beverage. Considered an innovative tactic back in 1887, couponing was
followed by newspaper advertising and the distribution of promotional items bearing the
Coca-Cola script to participating pharmacies.
Fast forward to the 1970s when Coca-Cola’s advertising started to reflect a brand connected
with fun, friends and good times. Many fondly remember the 1971 Hilltop Singers
performing “I’d Like to Buy the World a Coke”, or the 1979 “Have a Coke and a Smile”
commercial featuring a young fan giving Pittsburgh Steeler, “Mean Joe Greene”, a
refreshing bottle of Coca-Cola. You can enjoy these and many more advertising campaigns.

Evolution of the Coca-Cola bottle

The 1980s featured such memorable slogans as “Coke is It!”, “Catch the Wave” and
“Can’t Beat the Feeling”. In 1993, Coca-Cola experimented with computer animation, and
the popular “Always Coca-Cola” campaign was launched in a series of ads featuring
animated polar bears. Each animated ad in the “Always Coca-Cola” series took 12 weeks to
produce from beginning to end. The bears were, and still are, a huge hit with consumers
because of their embodiment of characteristics like innocence, mischief and fun. A favorite
feature at World of Coca-Cola is the ability to have your photo taken with the beloved 7′ tall
Coca-Cola Polar Bear.
Did you know? One of the most famous advertising slogans in Coca-Cola history “The
Pause That Refreshes” first appeared in the Saturday Evening Post in 1929. The theme
of pausing with Coca-Cola refreshment is still echoed in today’s marketing.

In 2009, the “Open Happiness” campaign was unveiled globally. The central message of
“Open Happiness” is an invitation to billions around the world to pause, refresh with a
Coca-Cola, and continue to enjoy one of life’s simple pleasures. The “Open Happiness”
message was seen in stores, on billboards, in TV spots and printed advertising along with
digital and music components — including a single featuring Janelle Monae covering the
1980 song, “Are You Getting Enough Happiness?” The happiness theme continued with
“Open the Games. Open Happiness” featured during the 2010 Winter Olympic Games in
Vancouver, followed by a 2010 social media extension, “Expedition 206” — an initiative
whereby three happiness ambassadors travel to 206 countries in 365 days with one mission:

determining what makes people happy. The inspirational year-long journey is being recorded
and communicated via blog posts, tweets, videos and pictures.
Experts have long believed in the connection between happiness and wellness, and
Coca-Cola is proud to have played a part in happy occasions around the globe.

Introduction of COCA COLA

Coca-Cola was invented in May 1886 in Atlanta, Georgia, to a pharmacist known as John
Pemberton. The product, a mix of liquid caramel after testing and sampling, he realized he
made a sort of unique beverage. His bookkeeper Frank Robinson named the drink like coca
cola as well as inscribing the trademark Coca-Cola writing that is still the same today.
The most popular products of Coca-Cola are Coca-Cola, Fanta and spirit among many
others that we have developed and acquired over the years and are now in more than 200
countries. Together with the bottling company, Coca-Cola top 10 employers with more than
700,000 employees. Coca-Cola is the world's strongest system with over $ 105b system
revenue, more than $ 20 million in operating cash flow.
Coca Cola is in partnership with other companies especially in the world instead of bottlers
have their own bottling operation. Coca Cola provides them with the syrup bottlers with the
right to its name. This contributes to their power to profit.
Although Coca-Cola is not a new name forth local market, Coca-Cola Beverages Pakistan
Limited (CCBPL)began its operations on 26 May 1996 in Pakistan. Coca-Cola Beverages
Private LTD (CCBPL) is a joint venture between Coca-Cola International, Fraser and Nerves
Singapore and package ltd. CCBPL directly employs more than 3,000people in Pakistan
CCBPL creates indirect employment for more than 50,000 people in related industries
through its vast procurement, supply & distribution system.

The Coca-Cola Company is the world's largest beverage company in the world and is the
leading producer and marketer of soft drinks. The company markets four of the world's five
drinks brands: Coca-Cola, Diet Coke, Fanta and Sprite.

The success of Coca-Cola Company revolves around five main factors:

1. A unique brand and recognized-Coca-Cola is one of the most recognized brands in the
2. Quality-constantly offering consumers high quality products

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3. Marketing-offering creative and innovative marketing programmes worldwide
4. Global Availability-Coca-Cola products are bottled and distributed worldwide
5. Ongoing Innovation-continually providing consumers with new product offerings such as
Diet Coke (1982), Coca-Cola Vanilla (2002).
Although Coca-Cola is a global product with universal appeal, the company operates actually
in local environments around the world, with each country having its own unique needs and
So while Coke is probably the only product in the world that is universally relevant in every
corner of the globe, feels that the company's responsibility is to ensure that each can or bottle
of Coca-Cola sold and enjoyed, individual connections are made with consumers. That can
only be achieved at the local level. Facing challenge the Coca-Cola Company today is
therefore to continue to build an organizational structure which will deliver a global

“To benefit and refresh everyone it touches and to create values for our shared owners on a
long term bases by building a business the Coca Cola company trademarks”

 Vision
All of us in Coca Cola Company wake up each morning knowing that every single one of the
world’s 5.6 billion people will get thirsty that day and we are the ones with the best
opportunity to refresh them. Our task is simple: to make coca cola and other products
available, affordable and acceptable to them quenching their thirst and providing them with a
perfect moment of relaxation. If we do this, if we make it possible for 5.6 billion people to
escape coca cola.

 values:
 Their values serve as a compass for their actions and describe how we behave in the
◦ Leadership: The courage to shape a better future
◦ Collaboration: Leverage collective genius
◦ Integrity: Be real◦ Accountability: If it is to be, it’s up to me
◦ Passion: Committed in heart and mind

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Hierarchy of organization:

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Human resources practices

HRM contain on five following processes;

1. Selecting and Recruiting

2. Training and Development
3. Performance Appraisal
4. Compensation
5. Employee relation

Job analysis and design

Job analysis is the procedure for determining the duties and skill requirements of a job and
the kind of a job and the kind of a process who should be hires for the job .job analysis is
divided into two processes they are;
 Job description
A list of job duties, responsibilities, reporting relationship working conditions and
supervision responsibilities.

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 Job specification:
A list of a job’s human requirements that is requisites education, skills, personality, and so
on-other product of a job analysis.
HR department of coca cola used this information for Recruiting, selection, compensation,
performance appraisal, training, and employee’s relationship
 Planning and Forecasting
The process of deciding what positions the firm will have to fill, and how to fill them.
Coca cola HR department involves in company strategic planning and they also make
sufficient planning for hiring new employees in the future. We forecast for the expected
employees needs in the organization. We forecast of employees on the change technology
and increasing in productivity.
After planning we send this report to the head office for approval. If we get approval from the
head office then we start recruitment process
Coca cola company’s HR department checks its own job description and its analysis in which
they get information about the employees work activities, human behaviour, performance
standard etc.

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HR department of COCA COLA use this information for recruiting, selection, compensation,
performance appraisal, and training and employees relationship.

Recruitment and selection process

Human resource management of coca cola believes in the growth of the firm as well as the
employees and having effective communication by ignoring differences with the employees
and giving them information regarding the company’s progress. Their plans and strategies are
integrated with the business objective of the organisation. Human resource’s fundamental
strategy of coca cola is to maintain and strengthen the human capital base, also whether the
employment decision taken is positive or negative, the workforce quality overall, and the
motto remaining the same “if you cannot change people,change the people.”
Majorly the ineffective recruitment and selection is related to the people problem.

“Recruitment is generally treated as a one-way process i.e. Organisations searching for

prospective employees and this approach is known as Prospecting Theory of
Recruitment is generally a deficient relation of selection. The main attention is grabbed by
the selection process .The failures made in the process cannot be swept over by selection
techniques. One of the early famous writers, Taylor (1911) suggested that the process of
selection is very important and mentioned “The best man for the job “though it may not be
acceptable these days.
A position can be vacant for many reasons such as employee has taken maternity leave,
promotion or transfer of an employee, long holiday, sick leave, terminated, left the company,
etc. Therefore, accordingly candidates are hired; some for temporary basis, part-time, full
time, and casual work, permanent, contract basis, etc., human resource management generally
faces criticism because it cannot fully satisfy business success criteria as well as for employee
well-being .Judgement is done by a selector which is provided by recruitment. Human
resource management focuses on long term relationship and commitment with it.

Majorly, there are two different types of recruitment methods generally used by the

External Recruitment (coca cola)

The external labour market is used in this approach

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Closed Searches:

Coca cola Spread the vacancy news through word-of-mouth to friends, family and others..

Links to schools, colleges and universities:

Coca cola Spread information in schools, colleges and universities by announcements and
notice boards.

Recruitment agencies:
Coca cola used agencies to search and deal with the candidates in the initial round of
interviews. This method is a solution if the employer is getting insufficient applications or
else too many unsuitable candidates.
 Increases diversity
 Facilitates growth
 Shortens training time
 A theory that you get new/novel problem solving◦
 Disadvantages
 Expensive
 Slower
 Less reliable data
 Stifles upward movement of personnel

Internal Recruiting◦

Recruiting source seeking applicants for positions from among the ranks of those currently

 Advantages
 Better assessment of candidates
 Reduces training time
 Faster
 Cheaper
 Motivates employees
 High Performance Work System characteristic
 Disadvantages
 Creates vacancies
 Stifles diversity
 Insufficient supply of candidates
•Coca Cola does not prefer external recruitment
•Their basic focus is on internal recruitment. They maintain a talent bank for meeting
internal hiring needs

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• They only do external hiring in case of sudden recruitments. They forecast their
future needs and collect the data of applicants in advance
• They have an offer to drop resume for any job at their website.
They collect resumes at their every territory
•To fulfill their talent bank they visit universities and colleges Previously the Multan
territory visit BZU and IUB and collect the data.
•They take interviews of 350 candidates and selected only 3 applicants Their major
focus is on quality and their standards of recruitment are high.
• Last time their selection standard was 85 % marks in masters.

• Their major recruitment source is E-Recruiting

• They are working on such type of advertisements which are according to the Job
description and specification.
• Their recruitment adds are published by the their Media department.
• Adds and vacancies banners are being offered by every territory as demanded.

Facts About Working at Coca Cola

Minimum Age to Work at Coca Cola: 18 years old (How old do you have to be to work at
Coca Cola?)

Coca Cola Hours of Operation: Available 24 hours a day, 7 days a week

Available Positions at Coca Cola: Merchandiser, Customer Service Team Member,

Transport Driver, Casual Laborer, Machine Operator, Order Builder, Administrative
Assistant, Buyer, Financial Systems Analyst, Brand Manager, Marketing Manager, Human
Resources Manager, Operations Manager.

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CCBPL Jobs 2018 Coca Cola Beverage Pakistan Limited Careers Apply Online

CCBPL has announce various Jobs in Pakistan. Coca Cola Beverage Pakistan Limited is
operational in Pakistan with its production for naturally and artificially favoured soft-drinks
like Sprite, Fanta, Coke Diet and Coke Standard. Drinks are being widely consumed and
hogged by residents of the location and hence, company is looking to hire the staff under
Supply Chain, Finance and Sales department. Both male and female individuals, having
being qualified under degree title, M.BA, MA, Bachelor's in Accounting and Finance or
Related fields are invited to apply online for the positions that are created under multiple
cities, like Karachi, Hyderabad, Sialkot, Gujranwala, Islamabad and other locations. Apply
Online for Coca Cola Limited CCBPL Pakistan Jobs 2018.
 Foreman
 Engineer
 Quality Assurance Supervisor
 Technician
 HR Specialist Capability Development Wellbeing

How to Apply for Coca Cola Beverages Jobs In Pakistan:

Eligible candidates with desired qualification & experience Apply CCBPL Jobs 2018 via
below given link.

Key Responsibilities:

 CCI locations intercompany finished good deployment planning

 Daily monitoring of OOS and taking actions at CCI direct distribution centers.
 Tracking Plan vs Actual for deployment plans
 Weekly / Annual production planning for related category.
 CCI Turkey production capacity planning for related category


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 University Graduate (preferably Industry Engineering)
 Good command of English and fluent in Turkish is must (both speaking & writing)
 Minimum 3 years of experience of demand, supply planning supply chain department of
FMCG sector
 Good command of Microsoft Office Programs (Access, Excel, powerpoint)
 Using effectively modules related to SAP
 IBM Ilog knowledge is an asset.
 Military service must have completed for male candidates.
 Locate / willing to locate in İstanbul.

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The selection process will vary depending on the position you’re applying for, as one
process can’t fit all the different roles .

The process of choosing individuals who have relevant qualifications to fill existing or
projected job openings.

 Selection Considerations
◦ Person-job fit:

Job analysis identifies required individual competencies (ksaos) for job success

.◦ Person-organization fit:

The degree to which individuals are matched to the culture and values of the organization.

Mostly COCACOLA COMPANY used any of the following tools:


•Group Exercise

• Presentations

• Psychometric Tests

• Role Plays or situation exercises

Written Case Study

In this exercise you are given 75 minutes to read a set of case study information and write up
two reports on what you have read. Time management is key in this exercise as is reading
quickly and the ability to pull out the most relevant information from the text. Gain tips and
written exercise preparation with our practice pack.

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Group Discussion

You are placed in a small group of other applicants for the scheme, and given 60 minutes to
discuss the case study given to you earlier in the day. Your task is to come to a group
decision about an outcome and plan of action for a specific problem in the case study.
Throughout the discussion you are being assessed by a team of recruiters, who are marking
you against your communication skills, team working ability and how well you listen to
others. Plan your group exercise strategy ahead of time in order to give over the best


The final task with the business case study is a short presentation. For this exercise you are
given 30 minutes to prepare a 5 minute presentation on an aspect of the case study to deliver
to an assessor.

Coca-Cola Psychometric Tests

Applicants to some positions will be asked to sit psychometric tests at an assessment centre.
You will be told ahead of time which tests to prepare for.

Coca-Cola Interview

All recruitment and selection processes involve one or more interviews. For the majority of
roles, this interview is a competency-based interview, testing your skills and experience
against the required skills for the job you are applying for. In this type of interview, the
interviewer is looking for you to tell him about times you have demonstrated these skills in
the past with examples to back yourself up. Ahead of the interview think of examples that
you can use, and get used to using the STAR method (Situation, Task, Action, Result) to
organise your answer and include all relevant information.

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Other questions at the interview will focus on your knowledge of Coca-Cola Enterprises, and
of the specific area you are applying to. If you are applying to an IT position you may be
asked technical questions as well. Prepare thoroughly for the interview by researching the
company as well as drafting answers to common questions. Following questions which is
asked from interviewer:

1. Tell me about yourself.

2. Why the Coca-Cola Company?
3. How do your past experiences align with this role?
4. How do you manage large projects?
5. What techniques have you found most useful in getting your work done when you
are really busy?
6. Discuss a project you undertook that demonstrates leadership qualities.
7. Any issues with past supervisors? If so, how did you handle this?
8. Tell us why we should hire you.
9. What kind of salary you need?
10. What do you know about the coca cola company?

Coca-Cola does not conduct interviews at regional level. They mostly conduct video
interviews which are basically taken by Head office. However some technical interviews
are conducted at regional level. Mostly labour and technical staffs are selected at regional

Final selection

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Selection Considerations

◦ Are individuals to be hired according to their highest potential or according to the

needs of the organization?

◦ At what grade or wage level to start the individual?

◦ Should selection be for employee- job match, or should advancement potential be


◦ Should those not qualified but qualifiable be considered?

◦ Should overqualified individuals be considered?

◦ What effect will a decision have on meeting affirmative action plans and diversity

Make your decision and review it:

Evaluate final candidates against each other after you have rated them against the criteria to
identify the best candidate based on skills, worker characteristics and organizational fit.
Review all notes and write up the decision.

Performance appraisal
Coca cola performance appraisal is annually HR manager waqar Mahmood said that we
appraise the employee due to their performance about goals of the organization we set the
goals started the year and tell the employees about the goal if the employees achieve this goal
we appraise the employees.

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Steps in appraising performance

The performance appraisal process process contains three steps;

Define the job
Appraise the performance
Provide feedback

Define the job;

Means making sure that you and your subordinate agree on his or her duties and job standard.
Appraise performance;
Means comparing your sub ordinate’s actual performance to the standards that have been set.
Provide feedback;
Means discuss the subordinate performance and progress, and make plans for any
development required.

Training process of employees

Training process is essential part of every employee without training; employee cannot come
to now the procedure of work, rules and regulations of firm, sometimes when new technology
is introduced it is also responsibility of a firm to train its employees.
After recruiting the fresh employee we train them for three months and also pay them salaries
after three months they become part of a firm.
We also give training to already exist employee it depend upon condition for example if new
technology is introduced first of all we give full training to them about new technology then
we allow them to start their job.

Coca-Cola is providing smart wages to its employees , which are competitive and really
satisfactory .With wages lot of facilities and amenities are provided according to the policy.

Structure of wages can be described as:

• Blue collar workers are offered wages along with commission salesman are offered wages
plus commission pursuing certain criteria.

• White collar workers who are the officers and the executives draw a handsome amount
salary with incentives.

Human Resource Management role in Coca Cola:

Human Resource Management at Coca Cola Company has many advantages. It is the global
company and it is impossible to create certain policies or procedures applicable in all
divisions of the company, cultural and political differences need to be taken into account.

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Therefore, the focus of this paper will be on four tasks and duties of Human Resource
Management (performance management, compensation, career development, succession
planning) based on the United States procedures. Basically the HRM practices are necessary
for every organization. But unfortunately in Pakistan not so much used HRM practices. In
multinational companies like coca cola have their own separate department of HRM.
According senior executive of HR “Waqar Mahmood “our HR department consist of 29
people in Gujranwala plant.
Every organization has its own policies and strategies by which they control the functions of
their departments.

Similarly, we also have own policies and strategies by which we control all the functions of
our departments. Coca cola HR department is also conducting all the practices of HRM like
Job analysis and design of work, recruitment and selection, training and development,
performance appraisals, compensation, employee relationships, staff welfare and medical
policies and some other things like that. These all practices are conducted by own policies
and strategies

HR department not make decisions related of its own department, they also conduct in
company’s decision.

Polices to retain the employees:

HR department manage says that employees are our assets, there for we are careful about
their health and benefits. We give following compensation and benefits to retain our

Basic salary
Medical facility
Pick and drop
Gratuity fund
Social security

We get many advantages from our employees because they are happy from company.
Our employees are satisfy from our compensation and in the coca cola never downsizing
occurred which shows that well relationship between employees and company.

Employees are the most important assets of every company so it is very important to give
them importance. The satisfaction of the employees makes the company successful. The
reason is that if the employees of the company are satisfied then they will work hard for the
development of the company but if they are not satisfied with the company’s policies and
they are not given their rights then they will leave the company which can turn into a big loss.
So employees’ relationship is very important for every company.

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Every company has its own policy. We have also got our own policy by which we give
importance to our employees if any employee faces some kind of problem related to his life
or work then he can directly go to the manager and he can share all of his problems. This
thing should be adopted by every company because this makes the employee satisfied with
the company.
We believe that an open door policy is the best policy for employees’ relations because due to
this, our employees feel very independent and they know that if they get any problem, they
can contact directly to the manager of their department. So we strongly believe that such
policy makes our employees satisfy with us.

The Human Resource Issues Faced By Coca Cola:

This assignment will give you an overall thought about human resource issues because Coca-
Cola brought 10,000 employees, and therefore duplicating its work force. In such conditions,
as stated, Coca-Cola faced complexness with unneeded employees and, surrenders and pokes.
Under these fortunes HR direction needed to carry on staff assessment to setup aims to
accomplish company’s ends.

Coca-Cola changed their wage rate in line with other Indian companies, therefore intending it
was dependent on their competitor scheme. This does not follow the Universalist attack as it
contradicts their determination. Coca-Cola alternatively adapted the resource-based attack
they focused on accomplishing competitor advantage by putting in developing human capital.
The fact they concentrated significantly on human resource development satisfied several
standards of this attack.

Marketing Issue
On August 9, 2015 the New York Times published an article that revealed that Coca-Cola
had made a large investment to the non-profit called the Global Energy Balance Network,
which promoted a scientific solution to the obesity crisis, which was that more exercise rather
than cutting back on calories was the way to maintain a healthy weight. Health experts stated
that the non-profit's message was misleading and part of Coke to deflect criticism about the
role the company played on the spread of obesity and Type 2 diabetes.

Employee issues
Racial discrimination
In November 2000, Coca-Cola agreed to pay $192.5 million to settle a class action racial
discrimination lawsuit and promised to change the way it manages, promotes and treats
minority employees in the US. In 2003, protesters at Coca-Cola's annual meeting claimed that
black people remained underrepresented in top management at the company, were paid less

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than white employees and fired more often. In 2004, Luke Visconti, a co-founder of Diversity
Inc, which rates companies on their diversity efforts, said: "Because of the settlement decree,
Coca-Cola was forced to put in management practices that have put the company in the top
10 for diversity.

Since the early 2000’s, the criticisms over the use of Coca-Cola products as well as the
company itself, escalated with concerns over health effects, environmental issues, animal
testing, economic business practices and employee issues. The Coca-Cola Company has been
faced with multiple lawsuits concerning the various criticisms.


Suggestion Through the research result conducted, it can be carried out several suggestions.

1. The packaging for Coca-Cola does not affect significantly from PET and Cans, so that if
the company tend to transform the packaging material in order to lower the cost, then there is
no need to worry about. Just keep in mind that whatever the packaging material it is, as long
as the design and shape is attractive.

2. The price offered for Coca-Cola is need to be monitored due to the challengers arise and
several consumers tend to find any soda that has best price for value for them. So it is needed
to do benchmarking on challengers’ pricing strategy.

3. The volume is the most important things for consumers in which they tend to find the
huge size for them to sharing. This can be point out several things. The marketing program is
already good to target full market coverage, but it is needed to take more focus to the Coca-
Cola with large or sharing size.

4. Even though the consumers tend to find the biggest volume possible, it is needed to
consider the diminishing marginal utility which will lead to lower consumer satisfaction if the
portion given too much.

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5. For further research, the scope of research may expand bigger into the whole company
target market, with more sample size so that it may cover up to one country preferences.

6. The product under research can be done in all variants or any other product. It can be
using other Coca-Cola Amatil Indonesia products such as Fanta, Sprite, A&W, Aquarius,
Minute Maid.

7. Further research may come with the additional method or using another analysis technique,
using mixed method for deeper problem analysis which will getting fit and lead to very
reliable information that can be implemented for company.


For a company like Coca-Cola it is really important to adopt a marketing concept.

Brands, particularly Coca-Cola which is the key to fulfilling our ultimate obligation to
provide consistently attractive returns to owners of our business.
The marketing concept also requires that the company's strategic decisions are taken by
keeping the customer in mind. Especially the desires and needs of customer’s requests. A
holistic approach is taken with the entire organization trying to make the customer experience
better. Applying the concept of marketing also means to know what the market needs and
expects from the company as a result of which the companies implementing the marketing
concept need to conduct more market research.
The marketing concept is more ideology followed by top companies. This is because, with
the growth of the economy, consumers have become more informed and demanding as a
result of which the Organization cannot focus on what sells, but rather has to focus on what
the customer wants to buy.
As we are ultimately customer satisfaction, even the marketing concept requires the
Organization to integrate all its various departments to give value to the customer. This
means that all departments including Marketing, finance, HR or operations should have an
idea of the fundamental objectives of the company, as well as the goal of the company.

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