REPORT ON: COCA-COLA

TOPIC: MENTORING AT COCA-COLA

SUBMITTED TO:
M. NAZMUL AMIN MAJUMDAR
COURSE TITTLE: HUMAN RESOURCE MANAGEMENT
COURSE ID: MBA 509
SECTION: 04
SUBMITTED BY:

Name ID
Nayna Sharmin 1810531
Muhammad Shariful Islam Shaon 1810530
Farjana Akter Drishty 1921341

INDEPENDENT UNIVERSITY, BANGLADESH

|Page
 Table of Contents
Introduction ............................................................................................................................................ 1
History of the industry ........................................................................................................................ 1
Present position of the beverage soft drink industry ......................................................................... 2
History of Coca- Cola company ........................................................................................................... 3
Present position of Coca Cola company in market ............................................................................. 4
Product of Coca-Cola .......................................................................................................................... 5
Competitor of Coca-Cola company ..................................................................................................... 6
Major competitors of coca cola company: – .................................................................................. 6
Objective of the report ........................................................................................................................... 8
Difference between mentoring and coaching program ..................................................................... 9
Mentoring ....................................................................................................................................... 9
Coaching.......................................................................................................................................... 9
Mentoring program in Coca-Cola.................................................................................................. 10
Coaching program in Coca-Cola .................................................................................................... 10
Some of the coaching and mentoring models used by Coca-Cola Foods in their training
programmes are:........................................................................................................................... 11
How mentoring programme of Coca-Cola Foods help the protégé to achieve different goals? ..... 12
Coca Cola train employees ............................................................................................................ 13
Evaluation of mentoring process used by Coca-Cola Foods. ............................................................ 14
Conditions for the success of the Mentoring program:.................................................................... 16
Conclusion: ............................................................................................................................................ 17
Recommendations: ............................................................................................................................... 18
References ............................................................................................................................................ 19

i|Page
 Introduction
History of the industry
The beverage industry consists of two major categories and eight sub-groups. The non-alcoholic
category is comprised of soft drink syrup manufacture; soft drink and water bottling and canning; fruit
juices bottling, canning and boxing; the coffee industry and the tea industry. Alcoholic beverage
categories include distilled spirits, wine and brewing.

The Soft Drink Industry consists of establishments primarily engaged in manufacturing non-alcoholic,
carbonated beverages, mineral waters and concentrates and syrups for the manufacture of carbonated
beverages.

In 1767, Englishman Joseph Priestley first discovered a method of infusing water with carbon dioxide
to make carbonated water when he suspended a bowl of distilled water above a beer vat at a local
brewery in Leeds, England. His invention of carbonated water (also known as soda water).

In 40’s, the beverage industry was known as the bottling industry but after post-war American recovery
the name was change to the Soft Drink Industry. The beverage industry suffered during the times of
war, but acted as a push for economic recovery.

In the 60’s people also began to drink soft drinks in containers. Cans were highly popular in the soft
drink industry, which introduced the “Touch n’ Go” slogan.

In 70’s Carbonated beverages becomes the No.1 beverage of choice. Other top picks were coffee, milk,
tea, and juices.

In 90s.” New Age stood for new beverages to hit the market, free of artificial flavors and preservatives.
Sparkling juice drinks increased in sales and juice became a heavy contender for success. Sports drinks
became vitamin and antioxidant heavy, in order to separate the good drinks from the bad drinks.

The soft-drink battleground has now turned toward new overseas markets. While once the United
States, Australia, Japan, and Western Europe were the dominant soft-drink markets, the growth has
slowed down dramatically, but they are still important markets for Coca-Cola and Pepsi. However,
Eastern Europe, Mexico, China, Saudi Arabia, and India have become the new “hot spots.” Both Coca-
Cola and Pepsi are forming joint bottling ventures in these nations and in other areas where they see
growth potential. (Fargos, 2005)

1|Page
Present position of the beverage soft drink industry
The global carbonated soft drinks market size was worth USD 392.6 billion in 2016. Increasing
consumer disposable income, growing population, and increasing access to products due to the
expansion of distribution channels are likely to augment the demand over the forecast period.

Sales of carbonated soft drinks are significantly based on the ability of the company to develop new
products on the basis of changing consumer requirements. Companies are focusing on using equipment
and technology which can improve the production output with the reduction in lead time and cost.

Carbonated soft drinks manufactured by PepsiCo, Coco-Cola, Dr. Pepper Snapple and many others
contain various ingredients such as artificial sweeteners, vitamins, caffeine, fruit extracts, preservatives
and added flavors & colors etc. Such beverages are regulated by various regulatory bodies around the
globe withholding a plethora of regulations owing to the health concerns and safety standards. World
Health Organization (WHO) urges all countries to impose tax on sugary drinks to reduce obesity
problem which is spreading rapidly primarily in North America and Europe. Mexico’s 10.0% tax
introduction on sugary beverages led to the average reduction of 6.0% in its purchase during 2014.
This is likely to reduce the consumption of carbonated soft drinks over the next eight years.

2|Page
History of Coca- Cola company
In 1886, pharmacist John Pemberton from Columbus, Georgia invented the original Coca-Cola drink
and sold it as a medicinal beverage. Pemberton's bookkeeper, Frank M. Robinson, is credited with
naming the products and creating its logo. Robinson chose the name Coca-Cola because of its two
main ingredients (coca leaves and kola nuts) and because it sounded like an alliteration.

The Coca-Cola formula and brand were fully bought with US$ 2,300 in 1889 by Asa Griggs Candler,
who incorporated The Coca-Cola Company in Atlanta in 1892. By 1895, Coca-Cola was being sold in
every state in the union. In 1919, the company was sold to Ernest Woodruff's Trust Company of
Georgia.

As of 1948, Coca-Cola had claimed about 60% of its market share. By 1984, The Coca-Cola
Company's market share decreased to 21.8% due to new competitors, namely Pepsi.

Since 1919, Coca-Cola has been a publicly traded company. Its stock is listed on the New York Stock
Exchange under the ticker symbol "KO". One share of stock purchased in 1919 for $40, with all
dividends reinvested, would be worth $9.8 million in 2012, a 10.7% annual increase adjusted for
inflation.

3|Page
Present position of Coca Cola company in market
James Quincey is the Chairman and CEO of the Coca Cola company. Coca Cola has earned revenue
of US$ 31.85 billion in 2018 and they have 62,600 employee working in the company. The present
price at which Coca Cola is selling their stock is 51.39 USD. February 15, 2019, there were 206,575
shareowner accounts of record. In 2018, Coca-Cola's U.S. market share amounted to 43.3 percent.

Brand value Dollars in Billion (US)

90 80.69 83.84 80.31
78.42 78.14 79.96
80 73.76 74.29
67.63 67.99
70
58.21
60
50
40
30
20
10
0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
year

As seen from the fig, there was a steady rise in brand value till 2015 but has started decreasing in the
recent years. The primary reason behind this is majority urban people are now health conscious
considering the long term effects of obesity and other side effects growing in the newer generations.
The effect is seen not only on Coca Cola, but also on PepsiCo and brand value of both these beverage
giants has reduced.

4|Page
Products of Coca-Cola
.

5|Page
Competitor of Coca-Cola company
Major competitors of coca cola company: –

1. Pepsico
2. Dr Pepper Snapple
3. Red Bull
4. Nestle
5. Parle
1. Pepsi – The biggest and closest competitor of Coca Cola; its arch rival Pepsico was formed
after the merger of Pepsi and Frito lay in 1965. The brand has seen growth in organic revenue
in 2017. It has 20 billion dollar brands in its product portfolio. US it its largest market where it
is engaged in intense competition with Coca Cola. Its Net revenue in 2017 was 63.5 Billion
Dollars and Gross Profit 28.8 Billion dollars. The two brands compete across several categories
including sod beverages, health and energy drinks as well as bottled water and juices. In fact,
Pepsi is the toughest competitor of Coca Cola and their rivalry has come to be termed as Cola
wars.
2. Dr Pepper Snapple – Pepper Snapple has a portfolio of more than 50 refreshing brands.
These brands include carbonated soft drinks, juices, teas, mixers, waters and other beverages.
The brand is a major competitor for Coca Cola in the US market. Its 2017 revenue was 6.4
billion dollars of which 90% was earned from the US market. Dr Pepper Snapple has made a
series of strategic acquisitions over the last three decades to grow its business and customer
base.
3. Red Bull – Red Bull despite its limited product portfolio is a major competitor for the energy
drink products of Coca Cola. It is a famous brand that sells across 171 countries and is now
focusing on core markets of western Europe and USA for farther growth. In 2017, the brand
sold more than 6.3 Billion cans and its turnover reached 6.282 Billion Euros. Red Bull saw its
sales booming in 2017 in five major markets including Turkey, India, Netherlands, Northern
Europe and United Kingdom. This has led to better financial figures including operating profit
and revenues for Red Bull in 2017. Red Bull is the toughest competitor for the energy drinks
by Coca Cola.
4. Nestle – While Nestle is not a direct competitor of Coca Cola, still it competes with the brand
across some specific product categories like bottled water. Its Nestle Pure life and Poland
Spring are two bottled water brands that are quite popular and major competitors for Coca
Cola’s Dasani.

6|Page
 5. Parle – Parle is an Indian brand and competes with Coca Cola across some specific product
categories that include bottled water and juices. Parle’s Frooty, Appy and Bailey are major
competitors of Coca Cola’s minute maid and other juice products as well as juice drinks and
bottled waters in the Indian market.

7|Page
 Objective of the report

1. To find out the difference between mentoring and coaching program.

2. How mentoring programme of Coca-Cola Foods help the protégé to achieve different goals?
3. Evaluation of mentoring process used by Coca-Cola Foods.
4. Conditions that make mentoring program successful for business.

8|Page
Difference between mentoring and coaching program
Mentoring and coaching are used interchangeably in the business context. That’s why at many
organizations, a mentor is expected to undertake coaching responsibilities as well. But despite what
most people might think, there is a big difference between a mentor and a coach.

Mentoring

"A mentor is a more experienced individual willing to share knowledge with someone less experienced
in a relationship of mutual trust. "– David Clutterbuck

A mentor is someone who offers their knowledge, expertise and advice to those with less experience.
They share their experience and skills to guide the mentees in the right direction. A business mentor
provides support to the mentees regarding their career growth and interpersonal skill development.
Specifically, a mentor helps mentees to explore their career options, set development goals, develop
new contacts and identify resources. Therefore a mentor serves as a professional advisor and role
model for the mentees. Mentoring relationships are informal, while sometimes the relationships could
be more formal. In formal mentoring relationships, mentors follow a structured approach to set realistic
expectations and gain mutual benefits. Good mentors are always willing to share their skills and
knowledge with the mentees. Mentors can help employees to gain more confidence in their work and
develop skills to add value. Confident and satisfied employees steer organizations forward.

Coaching

Coaching is about connecting with people, inspiring them to do their best and helping them to grow.
It’s also about challenging people to come up with the answers they require on their own.” Ed Batista

Guiding and empowering employees rather than just telling them what to do, providing opportunities
for growth, development and autonomy, is not only much more rewarding, but far more productive
(Bungay Stainier, 2016; HBR Guide, 2014; Simpson, 2014; Whitmore, 2009).

For many businesses, identifying and prioritizing goals is a big challenge. Business coaches help to
address this challenge by helping businesses prioritize their goals on the basis of importance of the
task. They follow a lot of formal structured approach to resolve problems and manage specific aspects
of the duty. A good business coach focuses on identifying goals, prioritizing them and choosing the
right path to achieve them. In doing so, business coaches help businesses become more accountable,
goal-driven and competitive.

9|Page
Mentoring program in Coca-Cola

 The mentor is usually someone “higher” up in the organization, someone who has experience
and knowledge about who’s who, what’s what and how things get done.
 Coca-Cola foods uses mentoring program as a way to build a relationship between their
employees.
 It is a formal relationship structured around the development needs of the “mentee”.
 Mentoring at Coca-Cola Foods is the creation of formal relationship between two different
department and status in the organization.
 The goal of mentoring relationship is to help the mentee understand the organization and their
role in better with the help of some one better in the organization.
 The mentee learns more about the culture, mission and context of how things get done than
he/she would if working alone.
 Additionally, mentee gains a confidant through neutral coach and observer who can help the
mentee plan a career within the organization.

Coaching program in Coca-Cola

 Enables learning and development to occur and thus performance to improve.

 The coach focuses on assisting the coachee to increase and expand their human capacities
aiming at producing insight that allows them to see their situation from a different and wider
perspective.
 Coaching can occur down the hierarchy, up it for laterally.
 In coaching relationship is not of almost importance, rather the agreement that the coaching is
valuable critical element.
 The coach usually pays particular attention to the behavior of the coachee, allowing the coach
to observe any “block” that could affect the coachee’s performance.

10 | P a g e
 Mentoring Coaching
 Mentors helps mentee through  Coach helps through day to activities,
providing career guideline reinforcement and feedback

 The mentor is usually someone  Coaching can occur down the

“higher” up hierarchy, up it for laterally.
 in the organization
 Mentoring is a long term process  Coaching is a short term process
 Develop certain attitude and  Develop certain hard skill within a
behavior which require long term certain period
relationship
 Helps to develop less experience  Coaching helps to develop skills which
employee for future career is current job related

Some of the coaching and mentoring models used by Coca-Cola Foods in their training
programmes are:

The Hersey-Blanchard model with its emphasis on both task and support skills as a requirement of
good coaching. This model focuses on using different leadership styles. For example, instead of using
just one style, the model encourages successful leaders to change their leadership styles based on the
maturity of the people they’re leading and the details of the task.

Front-line Leadership programme which has basic principles defining the tone and style of the
conversation, and then other modules focused on the formats for communicating to enhance
performance. The Front-line Leadership series clearly advocates mutual goal setting, discussion and
problem solving within an atmosphere of trust and collaboration.

Peer mentoring is a form of mentorship that usually takes place between a person who has lived
through a specific experience (peer mentor) and a person who is new to that experience (the peer
mentee). Occasionally, employees are posted to countries not of their origin, on special assignments.
This is meant to realize their vision 2020 of sustainable diversity across the Coca-Cola market.

11 | P a g e
How mentoring programme of Coca-Cola Foods help the protégé to achieve
different goals?
The goal of the mentoring program is to establish a trusting relationship with accountability and
responsibility from the mentor and mentee.
 Development of Low-performing Employee- A mentoring program can help the protégé to
develop their role or find a new one that is a better match for their interests in the company.
Pairing employees with the right job can increase productivity. To retain skilled employees and
develop future leaders, it’s critical to understand employee career objectives and align hem
with organizational goals. Mentors can offer valuable insight into what it takes to get ahead.
They can be the protégé’s guide and "sounding board" for ideas, helping them to decide on the
best course of action in difficult situations. They may learn shortcuts that help them to work
more effectively and avoid "reinventing the wheel."

 Improve protégé’s communication skills – Just like your mentor, the mentee may also learn
to communicate more effectively, which can further help at work. The protégés need to be
ready for a relationship in with they feel free to ask question and gain knowledge from the
mentor. Mentee can learn to communicate with others in more senior positions, as well as
gaining confidence in dealing with people from unfamiliar backgrounds.

 Knowledge Transfer- Helping employees acquire necessary knowledge, skills and expertise
is essential for any organization. Mentoring is an effective approach to organize, create, capture
and distribute knowledge.

 Learn new perspectives – Again, protégé can learn new ways of thinking from their mentor,
just as the mentor can learn from the protégé. Mentors provide a secure environment to talk
about difficult situations, and brainstorm creative solutions.

 Advance mentee’s career – A mentor helps mentee stay focused and on track in their career
through advice, skills development, networking, and so on.

12 | P a g e
Coca Cola train employees

Coca-Cola University (CCU) is our Company's education curriculum, which provides a wide range of
courses through classroom learning, e-learning and field training to help associates develop personally
and professionally. CCU's learning portfolio focuses on leadership; marketing; human rights; ethics
and compliance; diversity; sustainability; finance; and other competencies. We offer thousands of
courses to associates through CCU. In 2009, more than 27,000 associates participated in 1,720 CCU
classroom sessions worldwide, and 39,100 associates participated in e-learning courses.

13 | P a g e
Evaluation of mentoring process used by Coca-Cola Foods.
1. Protégé identified: In this step Coca-Cola need to identify people for the mentoring program.
They would have to identify people those who are eligible for the mentoring programme.
Eligible applicants are sorted in multiple ways like developing job level, department and
individuals characteristic. Once target group is identified mentees can be chosen by
volunteering, nominated or competing thought testing and application.
2. Identify developmental needs: After identifying protégé they need to prepare a developmental
plan for the protégé. In this step protégé need to interact with the mentor to find out where they
need to develop. The mentee and their boss can disclose areas they feel need to work and skill
deficiencies can be revealed through assessment. This help considerably to strengthen the link
between development and business strategy. Coca-Cola Foods wants to make a formal
relationship structured around the developmental needs of the protege.
3. Identify potential mentors: After finding protégé and their problem potential mentors are
need to be selected so that they could mentor them in the program. In this step mentor could be
selected by the protégé or could be recruited by the senior managers.
4. Mentor-Protégé matching: While recruiting or selecting mentor protégé need to match their
personalities with them so that there is understanding between them & relationship between
them should be compatible.
5. Mentor & protégé orientation: In this step here would be introduction between the mentor
and the protégé. Mentor would welcome the participants and thank them for their interest in
Mentor-Protégé program. The purpose of this program is to help protégé grow from within and
to strengthen the critical areas in the organization. The orientation would cover time
commitments, types of activities, time and budget support, relationship with the organization,
schedule of meetings etc.
6. Contracting: In this step an agreement should be created between the mentor and the protégé.
In the agreement, everything would be written regarding the program i.e. schedule of the
program, invest of mentoring activities by each party.
7. Periodic meeting: This process helps to reach mentors and protégé meet for performance
planning, coaching and feedback sessions. The frequency can be determined by the nature of
the Relationship and by geographical proximity. Giving this goal and technique opportunity to
take practice and feedback. The coach helps the person increase competence and the probability
of success.

14 | P a g e
 8. Periodic report: The periodic report is very important to evaluate the success of the mentoring
program If the periodic status is by both mentor and mentee. Depending on the level of
formality in the program, this step or may not occur.
9. Conclusion: A Mentoring relationship concludes when the items delineated in the initial
agreement have been accomplished or when time/business/budget constraints will prevent the
relationships from continuing. It may also be concluded when one of the pair believes it is no
longer productive for them to work together.
10. Evaluation and follow-up: After the relationship concludes, both the mentor and mentee are
questioned, via interviews or other assessment instruments, about the value of the process,
timing, logistics, time constraints and any other valid concerns that could affect the mentoring
process. Communication is a play major role in building a coach/coaches relationship. Both
parties can benefit from analyzing a number of key skills (active listening and questioning)

15 | P a g e
Conditions for the success of the Mentoring program:
The selected group of protégés should have to be eligible for the mentoring program.

1. Selected mentor and protégé should have to enjoy their works which help to understand their
job more board.
2. To screen for people who have the sensibility commitment and sense of responsibility to be
great mentors.
3. Doing periodic meeting and provide a report for feedback about their activities.
4. Including a mentor job description that outlines program expectations and requirements.
5. An over view about program including mission and goals.
6. The mentor should be experienced, a productive senior employee who helps develop less
experienced employees or protégé.

16 | P a g e
 Conclusion:

The implementation of coaching and mentoring programs at Coca-Cola was successful, as these

programs helped strengthen the company and also fostered professional growth and development for

the employees. Because there is a great deal of evidence regarding the important contributions which

mentors make to career success, and because Coca-Cola has tied both mentor and coaching programs

to business goals, it would seem that Coca-Cola Foods’ approach is in line with both the scientific

evidence and with recent proponents of achieving competitive advantage through people.

17 | P a g e
 Recommendations:

The recommendation of Coca-Cola Company is based on performing various valuation models, which
include HR practices, economic profit analysis, relative valuation and a fundamental price to earnings
valuation model that revealed the Coca-Cola Company to be overvalued. Even though they find the
stock to be overvalued and they feel that KO has some promising outlooks as well as possible
challenges in the near future and they want to recommend it as a hold instead of a sell. The Coca-Cola
Company is the 1 company within the non-alcoholic beverages industry. Opportunities that exist for
the company in the future is expanding market share in the non-carbonated beverages segment, a
restructuring of their business model, and better consistency of earnings results. A challenge that the
Coca-Cola Company is facing is the struggle with their global competitors in the fact that their HR
practices are greater and less than coke. If coke wants to more reputation in the world they must
produce more incentives for employees from which they more have done work hard and produce good
quality. Their new management team needs to work on implementing cohesive goals between the two
to reach the Coca-Cola Company’s long-term growth potential. Restriction of business model and
better consistency take earning results. Their new management team needs to work on implementing
cohesive goals between the two to Breach the Coca-Cola Company’s long-term potential.

The organization is also aware of the following issue-

1) The incorrect matching of mentors/coaches and learners.

2) The lack of top-down support.

3) The creation of false promotional exaction.

4) The overdependence of the mentor is a mentee

5) Gender issue

6) The blurring of role boundaries and so on

18 | P a g e
 References

Ben bou, &. B. (2000). Establishing a formal programme for organizational sources. Business
Mentoring & coaching training & development.

(n.d.). Briefing On Coaching And Mentoring Management Essay. Briefing On Coaching And
Mentoring Management Essay.

Gross, R. (1977). Evoking Excellenge in others,Boston. Evoking Excellenge in others,Boston.

Gross, R. (1977). The Lifelong Learner, New York: Simon and Schuster. The Lifelong Learner, New
York: Simon and Schuster.

Bono, J. E., Purvanova, R. K., Towler, A. J., & Peterson, D. B. (2009). A survey of
executivecoaching practices. Personnel Psychology, 62, 361–404.

Burke, R. J. (1984). Mentors in organizations. Group and Organization Studies, 9, 353– 372.

https://www.academia.edu/34213481/AN_ANALYSIS_OF_SOFT_DRINK_CONSUMPTION_TRE
NDS_ITS_HEALTH_IMPLICATIONS_AND_FUTURE_PROSPECTS

http://www.ilocis.org/documents/chpt65e.htm

https://commons.marymount.edu/loclee/beverage-industry/

https://allthatsinteresting.com/coca-cola-history-america

https://smallbiztrends.com/2016/02/difference-mentor-coach.html

https://www.ukessays.com/essays/management/briefing-on-coaching-and-mentoring-management-
essay.php

https://www.coca-colacompany.com/stories/associate-training

https://www.coca-colascholarsfoundation.org/blog/third-year-coke-scholar-coaching-program-
begins/

https://www.premiumtermpapers.org/leadership-strategy-of-coca-cola-company-limited/

http://www.iosrjournals.org/iosr-jbm/papers/Conf.ADMIFMS1808-2018/Volume-1/12.%2077-
85.pdf

19 | P a g e
20 | P a g e