Introduction

Largest manufacturer, distributor& marketer of non alcoholic beverages, concentrates ,syrups Headquarters at Atlanta, Georgia 450 brands (Coke, Fanta, Sprite, Minute maid, Dasani water)

Out of 53 Bn beverages consumed/day, coke contributes 1.5 Bn

Threats to cokes future profitability

Growing health concern Water scarcity in multiple regions Inability to expand in developing areas Ongoing relationships with bottling partners Unfavourable economic conditions in us & global markets

Economic Slowdown
July 2008,Muhtar Kent took over prior CEO Neville Isdell Although coke was better than many other companies in non alcoholic market,still faced certain challenges Objectives: To continue use its brand Build financial strength Global Reach Focus on INNOVATION & COLLABORATION

Digital asset management(DAM)

Initially used Non integrated Collection Tools NEED For DAM: As continued its global presence ,a growing amount of digital content remained in unorganised manner Employees spend large time searching through the content such as sales fig,images,videos and cultural information They found difficulty handling disorganised records Different teams around the globe lacked access to this information

COLLABORATION TOOLS
IBMs Content Manager S/W Create online image libraries and digital archives (images, documents, videos), accessible to all employees via standard platform through web Microsoft Collaboration Tools Share point online Adhoc team Collaboration Line meeting Web conferencing Office communication server online-Unified communication

BENEFITS
Enhanced communication and collaboration across company Executives could broadcast live video to all of companys knowledge workers Employees can schedule Live meeting Web Conferences using MICROSOFT OUTLOOK Engage in chat sessions using office communicators instant messaging tool Share point provided platform for a new intranet featuring industry news, video and audio content, executive blogs and employee polls

Common Innovation Framework(CIF)

A system that allows Coca Cola employees to worldwide to search for all the available coke beverages It combines Project management and business intelligence Helps develop new beverages, design new equipment ant creating packaging concepts for new as well as established products The goal of system is to make beverage and brand concepts that can contribute to success of products CIF allows managers and personnel in disparate areas of company (Finance, R&D etc) to view practices that made it successful in other countries and apply those concepts to future products COKE ZERO is an example how CIF fuels innovation and collaboration at the company

Cokes partnership
Its partnership with its bottlers is important to its success but sometimes strained It Relies mostly on independent local bottlers and has significant investments in many bottling companies Challenge: To get all of approx 300 companies coke deals with, onto same platform for information sharing

Coke one bottler Model

Based on version 6.0 of SAPs ERP platform Supports 650 business processes common to all bottlers Advantages: For smaller bottlers, Readily available intellectual property Opportunities to get better deals Faster implementation of new processes Higher Capability

Disadvantages: Larger bottlers struck their own partnership with other technology companies

Mycokerewards.com
A social network site that acquires members by appealing to their tastes in sports, music, entertainment and beverages Interactive showcase of coke products A place where drinkers of any coke-trademarked beverage can redeem points for items that interest them Coke also innovating with existing social networks like facebook Burn Energy Drinks, a coke Brand launched an application,BURN ALTER EGO, that combines existing facebook friendships Allows users develop virtual persona that has a Nightlife entirely separate from their own These initiatives foster INNOVATION & COLLABORATION between CocaCola employees

CocaCola & competition

PepsiCo Biggest Competitor Has gained market share while coke has lost ground Other smaller companies like Cadbury Schwepps threaten to chip away cokes dominance Surviving strategy Investment In Innovation And Collaboration

Case study Questions

1. Analyze CocaCola and its business strategy using tha value chain and competitive forces models. What is the relationship of collaboration and knowledge management to coca-colas business strategy? Why is Coca-Colas relationship with the bottlers so important? What is coke doing to improve its ability to collaborate with its bottlers?

2.

3.