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Strategic Resource MNG: Fahad Umar
Strategic Resource MNG: Fahad Umar
Fahad Umar
Abstract: The paper as titled strategic resource management focuses on four main
aspects, which include human resource management, management of physical
resource marketing and information system respectively. An explicit analysis of the
four key areas of resource management was conducted, as to how it is applicable in
Coca-Cola Company,
Introduction..................................................................................................................3
Reference ....................................................................................................................19
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Strategic Resource Management3
Introduction
Company is a global multinational beverage company with one of the best brand all
over the world. The company produces wide range of non-alcoholic beverages, which
are sold in over 200 countries. The chain of production of Coca-Cola products has to
companies for final production and distribution to final consumers, the bottling
companies usually sale the product to retail stores, vending machines and individuals
The company’s objective is to bring a global beverage brand that will quench people’s
beverage desire, to foster the best customers and suppliers network and to create a
mutual and durable value. Aside form the upper mentioned few objectives of the
company it’s also an objective of the company to gain customers loyalty, increase unit
Managing the most important asset of the company will eventually help and foster the
company to achieve its underline objectives; the company has total staff strength of
about 700,000 operating across the world. Effective management of Human capital of
such number will ensure productivity and will enhance the market share value
likewise it will reinforce the company against its competitors, which are some of its
objectives.
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Role of HRM in Coca-Cola Company
company like the Coca-Cola Company, it’s the people factor that creates such a
global company, and for it being a global company it is almost impossible to have a
global unify policies and regulations for all its branches over the world. The divers
management play a vital role in dealing with such divers differences in it proceedings
Resource Management of the company focused on recruiting and retaining the best
heads so as to maintain its topmost position in the competitive beverage market in the
guidelines to ensure the company has the right employee at the right place so as to
achieve the overall company’s goals and objectives. Some of their duties include
this the HR are on constant consultation with operating managers on issues relating to
employee with a favourable environment that foster sense of unity among them so
that they can conduct their duties effectively as an individual and as a team.
Furthermore, the Coca-Cola Company values its employee as its best asset.
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The coca-cola company is a multi-local enterprise for the reason being a global
company that operate in over 200 countries across the world. The company operate
globally to fit in the local needs, rules, regulations, laws and culture. This is the
reason the company employ many local staffs to operate in their locals. According to
the Director Human Resource Coca-cola Northwest Europeans division the company
strive to limit international employees on field and focus on involving the locals
because the locals are more well equipped to carry out operations at their localities.
Nevertheless, the need for expertise is still important for two good reasons. First is to
fill the need for any specific skills that might not be available in the location. A clear
example is when the company set up a new operations in some Eastern European
countries, there was need for a well experience financial manager which the company
had to provide form Chicago. Second reason is for employee development, there are
The Coca-Cola Company recruits about 700,000 staffs in around 200 countries and
all employees as well as valuing their diversity. The Coca-Cola Company also try its
The company values its employee as its best and most valuable asset. The retention
strategy here has to do with the benefits employee drive form working in the
company, over the past century employee of this company have been working with
unfailing set of values to help the company in achieving its goals and objectives.
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Maintaining those employee values will always be a priority of the company as it’s
Coca-Cola Company provides its employee with a satisfactory wages and salaries
aside from the basic amenities and facilities they are being provided with and the
company embraces its employee development strategy by making their dreams come
true in the sense that, the company are involved in some many innovative programs
that encourage and support employee to do better. This policy of valuing its employee
as its best asset seem to be in other words the retention strategy being used to
The recruitment processes of Coca-cola Company is very well organise starting from
the main sequential recruitment processes start immediately when interested qualified
candidate apply with their CV’s and credentials, this will be examine below.
Selection process: The selection processes differs with the nature of the job candidate
applied for, although the company uses a sequence series of Interview, Group
The interview is being conducted in a way so the applicant can reveal more his/her
group excises is basically more of a team work. The company uses the group exercise
to rate how an effective team member could an applicant be and to know the level of
applicant communication skills while the presentation excises is being used by the
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company to find out how confidence an applicant is as well as how effectively he/she
can address a good number of people. Furthermore, the psychometric test is designed
to test applicant abilities and potentials in some occasions the company uses a
personality tool to find some certain things on the applicant. Lastly is the situational
in this regards applicant are being exposed to different kinds of situations and are
being observe on how they react, this will determine the kind of positions they are
suited for.
The Coca-Cola Company as mentioned earlier value its employee as its best and most
important assets, this is why the company the company develop and reward them with
a favourable working environment where they can excel in their various performance,
develop their professional skills and finally help them in achieving their career goal.
the IPO (Individual Performance Objectives), employee are being reviewed using this
form at mid-year and end of year performance check and performance appraisal
respectively which are letter joined up to determine the total business objectives.
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properly communicated to the employee and will make an impact in the company’s
reward philosophy.
The Company operate under combined structured learning system, coaching, trainings
and feedback. This is also to ensure that employees are capable enough to discharge
their duties in customer relations as well as career goals, the company operate a
employee development comes about from Job, 20% from coaching and feedback and
employee progress with roles and regulations set within the company, progression not
just about getting promotion but about building experience and capability. inside the
acquaintance within employee’s role that will broadening employee’s chance into the
next level.
its goals and objectives. These employees also represent the company in their various
environments as Coca-Cola ambassadors where ever they are. The company treats it
employees fairly and respectively on every issue with respect to the company’s
values. As one of its objective is to create good and supporting working environments
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Coca-Cola Company has one of the best benefits and compensation package all over
the world, high performing employees and a well setup benchmarked among all
Creating frequent dialogue with different employees around the world, this is to foster
the company gain some vital information’s on how to strengthen its business
strategies, increase its awareness and implore avenue to share success and new
opportunities. Example of such is the 2008 Beijing Olympic which the company
organised to promotes its products, this was the idea the company’s employees and
bottling partners.
Stakeholder’s analysis
with the interest of the company’s government. These are classified into primary,
individuals or companies working for the mother company that will directly or
stakeholders are individuals or companies that have a substantial influence within the
mother company.
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Stakeholder analysis is the key part of the stakeholder management. The Coca-Cola’s
plan. This is what the Coca-Cola Company uses to identify what interests the
company on how to assess the different types of stakeholders, the company will
reflect this assessment on its project plan, its programs, policies and other actions.
The Coca-Cola Company report (2006) also suggested that the major objective of the
company is to use its strong assets, which include brands, distribution system,
3 To gain customers The Coca-Cola Company uses its name, taste and
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ElAmin (2007) It’s very important to manage the physical as well as the technological
mention few. These are crucial for the Company to function well, specific buildings
for work to be executed and efficient safety and maintenance precautions for effective
machinery and plant work. The Company’s buildings are built in a standard and
professional design with modern smart looking finishing and very presentable.
The company’s headquarter is located in United State of America, in Atlanta city with
many branches across the world, considered as the most diverse beverage brand
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In the United State of America, the company’s brand collections are harmonized by
the Barq’s root beer, Nestea, Citra, Cherry Coke, Fruitopia, Minute Maid Soda and
Dasani. Likewise in china, the company sell what is known as Tian Yu Di meaning
Teas, Water and Juice. In Japan Mori no Mizudayori meaning mineral water, in Spain
SONFIL meaning juice blend, in Brazil Kuat meaning guarana soft drinks in addition
to this there are many of different local beverages. Adding Schweppes product to its
collection yield the company to about 36 new brands in more than 160 countries
Bottlers
Coca-Cola Enterprise is one of the largest bottling company in the world operating in
8 different countries, which is fully owned by The Coca-Cola Company. Aside from
Coca-Cola Enterprise, the company has a strong relationship with three different
categories of bottling companies, first it the independent bottling company the one
that the company has zero ownership of, the second category of it is the one in which
the coca-cola company has interest in due to its investment in it and lastly is the one
help the company in distributing their products across every continent around the
In the year 1997 to 1998 the company’s investments and acquisitions activities sum
up to $1.1 and $1.4 billion USD respectively and in the year 1999 it sum up to $1.9
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marketing to support and promote its brands, investing in marketing will significantly
foster customer awareness as well as consumer preference. This will enhance growth
per capital consume, market share value and total growth in volume.
that the company produces more than 500 different brands of non-alcoholic soft
drinks in over 200 countries over the world and providing over 1.6 billion daily. The
company’s target market is not restricted to gender, age or geographical area. The
company’s target market is to server its products globally with divers distribution to
people at their convenient places, homes, schools, offices, restaurants, parties, bars,
producing the right products, at the right price, in the right place and at the right time
with appropriate promotion. Coca-cola Company always invest in use the timeless
Acceptability of product, the company with the use of effective marketing strategy
integrate and the product on people’s daily lives. Affordability of product, the
value and lastly is the availability of product which most people can testify to the fact
that the product is everywhere needed with one of the best world recognised band of
soft drink in the world. The company established an effective distribution channel
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globally the guarantees the ubiquity. These marketing activities help the company in
achieving some of its objective of being the global number one beverages company.
that will help the entire company in increasing unit sale of products and increasing
market share value of the company. The marketing department work as a team made
marketing ideas are combined to come up with a single marketing campaign which
might as well be used in different localities across the region. This is why the
company considered the employees to be the strength of its brand and ties it success
directly behind the employees because it’s their ideas and initiatives that make the
Marketing operations
below.
consumer and the general public through predefined set of information. Information
problems and how to go about reaching them and avoiding them respectively.
Marketing research explicitly fish out relevant information needed to address some of
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information categorically, absolute analysis of collected data and come up with results
and its repercussions. Marketing research has everything to do with intensive deep
The customer and commercial leaders are put in place to help the company in fasten
concentrate on increasing market share value by providing each market with the best
possible commercial capacity. This signifies working hand in hand with Coca-Cola
manage negotiations, bids and tender between them and the company.
Sales management involves local subordinates that put the marketing strategies into
practice in each business unit sale of the product. Gathering vital information on how
to penetrate the product to fit into their different localities, so also building a good
relationship with customers as well as the local bottlers. Furthermore, they work
communication and media affairs to make certain that the company meet its
commercial objectives.
promotes its brand and product across the world. According to the company’s annual
report for the year 2013, the company invested $3.27 Billion USD on advertisement
of it products globally.
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Processes used in developing market
The Company is well known for promoting research and development, which made it
environmental trends and health conscious in marketing of its productions. This made
it possible for the company to acquire more than 60% market share in the whole
• Product. The coca-cola company have wide range of products varieties to give
a customer a wide choice range not to restrict it to few certain varieties. The
company produces over 35,000 rage of product few of which were mentioned
above, with coke being the bench mark and other major popular varieties
include Fanta, Sprite, Coca-Cola, Coke Zero, coke light to mention few. The
company majorly produces concentrates and syrups which are being sold to
bottling subordinates across the world to provide packaging and dilute the
• Price. The company offers a wide range of price rate of products as there are
wide range of varieties, prices are suitable for every class of people a major
• Place. As mentioned earlier, the product is present globally with little few
across the globe. The company sponsor some games like cricket to promote its
product to fans and audience, another promotion technique being used by the
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well equip with modern IT facilities, this facilities business processes and flourished
some of these facilities, operations could not be smooth and efficient. Example is
computers or the Internet, with out any of the two operation is almost impossible in
some of the company’s departments ICT for example. Without an effective ISM most
of the departments will be redundant, which will cause a major lost in profit and will
For a company that is operating globally in more than 200 countries, monitoring
information is very crucial to determine the success or failure of the company. The
Coca-Cola Company started with Information system named the legacy system,
which result to be inefficient and difficult to operate. The system did not automate
most of the company’s operation including financial plans, which has to be inserted
However, as the company was growing global, there was high need of a system
capable of handling and integrating several aspect of its global corporation, this is
when the company came across a system called the Strategic Enterprise Management.
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An effective functional system that provided the company with several futures,
including financial planning, data collection and retrievals, sales forecast to mention
few. Presently, the company is fully implementing and relaying on the system for
company’s financial records, inflows and outflows to mention few. Centralizing those
information will give managers a clear view of company’s position and will also help
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Reference
cola.com/marketing/
http://www.coca-colacompany.com/sustainability/global-challenges.html
G.A Cole (2006). “Personnel management theory and practices ” Hemisphere D.P
publication Ltd.
United State Security and Exchange Commission (2006) “The Coca-C0la Company”
Report, Washington DC
environment-of-coca-cola-company-business-essay.php
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