WANG SIJIA

191920970
DENG BOER
191921040

ORGANIZATION
COMMUNICATION
STRATEGIES
 CONTEN
TS
INTRODUCTION
1

OBJECTIVES OF
2

STUDY
LITERATURE
3

REVIEW
FINDINGS &
4 DISCUSSION
CONCLUSIO

5
NS
INTRODUCTI
ON
Background & History

Coca-Cola was invented

by Dr. John Stevens
Pemberton on May 8,
1886 in Atlanta,
Georgia. It was first
provided as a fountain
drink by mixing Coca-
Cola syrup with
carbonated water.
Mission

• To refresh the world.

• To inspire moments of optimism
and happiness.
• To create value and make a
difference.
 Vision
• People: Be a great place to work where
people are inspired to be the best they
can be.
• Productivity: Be a highly effective,
lean, and fast-moving organization.
• Portfolio: Bring to the world a
portfolio of quality beverage
brands that anticipate and satisfy
people's desires and needs.
• Partners: Nurture a winning
network of customers and
suppliers, together to create
mutual, enduring value.
• Planet: Be a responsible citizen that
makes a difference by helping build
and support sustainable communities.
• Profit: Maximize long-term return to
shareowners while being mindful of
overall responsibilities.
 Objectives

The main objectives for the Coca-Cola Company are to

be globally known as a business that conducts business
responsibility and ethically and to accelerate sustainable
growth to operate in tomorrow's world.
 Branches

As of December 31, 2008, The Coca-Cola Company had operations in

more than 200 countries / regions and sold nearly 500 brands and 3,000
beverage products. The company has more than 92,400 employees
worldwide, providing consumers with nearly 1.6 billion services every
day, and net operating income of more than 31.9 billion US dollars. In
today's world, no other product can be immediately recognized by its
brand like Coca-Cola.
OBJECTIVES
OF THE
STUDY
• corporate communication
strategy
• internal structure of the
organization
• communication strategy
• resolve the conflicts and
crises
• communication
management
LITERATURE
REVIEW
• David J Veale Management three approaches ‘People: Be a great place
that Coca Cola to work where people are
• Jeffrey M Development inspired to be the best
took to this aspect
Wachtel Review they can be’
of training

• Coca Cola manages to use
both coaching and mentoring
methods concurrently for the
benefit of its employees.
• Asian financial crisis was a period of
financial crisis that gripped much of Asia
beginning in July 1997, and raised fears
of a worldwide economic meltdown due
to financial contagion.
• Singh and Yip explain the main actions
taken by Coca Cola Indonesia.
• The companies first response was a
price increase (to increase profitability),
then a change in the mix of packaging
(from high cost aluminium to a lower cost
glass), to reduce manufacturing cost and
increase further more the profitability.
Finally, having assured itself of a certain
amount of cash (following the above
actions), Coca Cola Indonesia focused on
asset buying.
 FINDINGS
&
DISCUSSION
  The Coca-Cola Company is highly decentralized
 two main operating groups:
(1) bottling investments
(2) the corporate
 organic model is concerned with efficiency,high low
Organizational standardization,responsiveness specialization,high
structure low intergrating mechanisms ,the simple complex
centralization,the high low communication and the
top to down
 high standardization is very vital to continue being
efficient in production
 The company utilization of complex integrating
mechanistic model makes it able to clear the
coordination of the company globally
 centralization keeps organizational deliberations in
line with the company’s goals and objectives
 Communication strategy used to communicate
within organization and the public
Within:
 decentralize some of its activities to achieve localization
 horizontal communication is increasing within the organization
 informal communication between colleagues or colleagues at the same level
of organizational structure
 If the company communicates strategically within the organization, it will
help to establish a good company reputation, which is affected by the
company ’s logo, behavior, symbolism, and organizational performance
 Image, identity and reputation, crisis management, community relations and
corporate ethics, employee relations and human resource management are the
basic functions of the organization, and these functions depend on effective
company communication
 Communication strategy used to communicate
within organization and the public
Outside:
 Brand management:
The company has ensured a strong brand awareness; the name is known for
quality and satisfaction
 Public relationship:
Coca-Cola has one of the largest advertising budgets in the world
 Media management:
the media is the main tool used to send messages to customers. It works
effectively and helps to communicate with external businesses.
 In 1999, more than 200 people,
including elementary school
students, reported discomfort.
Coca-Cola was forced to recall its
soft drinks in Western European
countries including Belgium,
France, the Netherlands and
Luxembourg.
Under the guidance of the new
CEO, the company adopted a
"local thinking, local action"
marketing approach, emphasizing
the importance of meeting the
cultural needs of customers in the
local market.

Crisis management and culture

Conflict faced
by organization
The Coca-Cola Company has invested more than
a billion dollars in India. On the other hand, the
public have blamed the company for deteriorating
water resources in the country for years. In March
2000 Coca-Cola opened a plant at Plachimada,
intended to produce 1.2m bottles everyday. The
conditional license granted by the local village
council authorized the use of motorized pumps,
however, the company drilled more than six wells
and illegally installed high-powered electric
pumps to extract millions of liters of freshwater.
The water table hence fall rapidly.
 For the case in India, the company claims
that its industry is responsible for less
than 0.5% of total water usage in India, as
well as they mentioned that they only use
2-3 bore wells and extract the water with
normal pumps. They also claimed that the
Central Ground Water Authorities
confirmed there was no clear relation
between the plants’ operation and changes
in groundwater levels around its plant.
The Coca-Cola Company also released
another set of data to support itself that
they have no contribution to depleting
water resources in different developing
The facts that Coca-Cola countries.

Company claims
SWOT analysis

Strengths Weakness
• Brand Equity • Competition with Pepsi
• Company valuation • Product Diversification is
• Vast global presence low
• Largest market share • Absence in health beverages
• Fantastic marketing • Water management
strategies
• Customer Loyalty
• Distribution network
 Opportunities Threats
• Diversification • Raw material sourcing
• Developing nations • Indirect competitors
• Packaged drinking water
• Supply chain improvement
•Market the lesser selling
products
CONCLUSIO
N
THANKS