Human Resource Management
Introduction
My analysis is based on Coca-Cola Company. This is a beverage company that deals with marketing, distribution and manufacture of non-alcoholic beverages. The company is based in Georgia but has subsidiaries all over the world. The company markets, distributes and sells more than 500 non-alcoholic beverage brands. Its well-known brands include Sprite, Fanta, Abbey, Oasis and Coke (Coca-Cola, 2010).
Overview of Organization
Coca-Cola began with the invention of Coca-Cola by John Pemberton who was a pharmacist. He concocted the Coca-Cola formula in 1886. After patenting the beverage, he partnered with Frank Robinson who did most of the marketing. The soft drink was first sold to the public on 8th may, 1886. The sales of the drink for the first year added up to about $50.John Pemberton sold off the company to another businessman Asa Candler. Candler was an aggressive market unlike the former who turned around the fortunes of the company. The company was incorporated on September 5, 1919. Around 1985 the company changed its formula for the manufacture of the drink and made the company more aggressive in the market. Today, the company sells about one billion drinks each day. The company is currently worth $168.7 billion (J. Pemberton, 2016).
These drinks that the company sells usually come in different packaging formats that is in glass bottles, aluminium cans and plastic bottles. The company is mainly involved in manufacture and distribution of its brand of beverages through franchises that spread the world all over. Coca-Cola is, therefore, a global company. Coca-Cola’s main competitor is Pepsi Company. This has been so since the founding of the latter in the 1960s. Despite this fierce competition most consumers still prefer Coca-Cola over Pepsi. Other competitors include Dr Pepper Snapple Inc., Monster Beverage Corp. and Suntory Beverage and Food Ltd.
Organisation Business Strategy.
The company has adopted Segmentation in its business strategies. This enables them to define the brands and products that are appropriate for a specific customer group (H. Bhasin, 2016). The company does not target a specific segment but what it does is to adapt marketing strategies by adopting and developing new products. On top of this, a mix of undifferentiated and niche targeting strategies so as to drive sales in the market. For instance, its Cola product is popular the world all over by people from different age groups. The diet coke on the other hand targets niche segment for individuals who are more health conscious.
The company also has certain business pillars that have enabled them to remain on top of their game. One is the mode of its operation. In this case, the company has adopted a strategy of outsourcing its bottling franchise. This helps the company to capture important growth opportunities in beverage segments that are doing poorly. Second is cost control. In this strategy, the company has a diversified product portfolio and economies of scale which helps the company to cut costs and thus increase its profitability. A third strategy is continuously exploring promising beverage categories so as to capture growth in different markets. For instance, the company has explored its product portfolio to include beer beverages in some markets such as in Brazil. Finally, the company has adopted a strategy that enables it to maintain a collaborative customer relationship. The company believes in the participative involvement of its customers, shared values for all stakeholders as well as tailoring its portfolio of products and brands based on the local market socioeconomic demographics, stores distinctive characteristic and relevant consumption occasions.
Role of Human Resource Management in achieving these Strategies
At Coca-Cola, the company operates in different environments. This means that the company has to adopt diverse strategies based on the environment it is dealing with. These strategies are usually geared at achieving successful division, coordination and control of all tasks in the company. Most of these activities are delegated to regional heads who oversee that activities run smoothly.
The strategies that company adopt is one job analysis and designing. The company does a job analysis. What qualifications and skills are required for that job group and the kind of person that fits the bill of being hired for such a position. The company HR department checks job description as well as job analysis, human behaviour, performance standard, job context and human requirements before creating a working opportunity for its employees. This information is usually used for recruiting, selection, compensation, performance appraisal and training. The company also does planning and forecasting of positions that are required in the company to ensure there is no business gap. This means that the company has to do strategic planning as well as make plans for hiring (HRM, 2011). This ensures the company succeeds in the implementation of business strategies.
Recommendation
The company needs to adopt more vigour to strengthen its Human resource Management. The company needs to adopt environmental based strategies. This is because certain environments have different needs in terms of the challenges they may face as well the requisite training that may be required. There is also need for creation of business models based on the environment in which a business operates. These business models would ensure efficient running of business with minimal issues arising. This may reduce costs on doing employees analysis as well as market analysis. This is because the companies and employees also know what they are likely to encounter in their business environment. On top of this the company to adopt a more vigorous Corporate Social Responsibility. This is especially so with their employees. There is need to develop them through a CSR program. This may make the employees feel more appreciated and will be willing to be more productive for the company.
CONCLUSION
Coca-Cola has done enough in terms of Human Resource Development. Despite this, there is need to be more vigorous so as to create an enabling business environment for all employees and thus improve the relationship between management and employees.
References
Coca-Cola. (2010). Introduction to our business. Retrieved from www.cocacola.co.uk/about-us/introducing-our-business.html.
Bhasin H. (2016, December 2). Marketing strategy of Coca cola – Coca cola strategy. Retrieved from http://www.marketing91.com/marketing-strategy-of-coca-cola/
The History of Coca Cola – John Pemberton. (2016, August 6). Retrieved from http://inventors.about.com/od/cstartinventions/a/coca_cola.htm
Human Resource Management of Coca Cola. (2011, January 21). Retrieved from http://www.managementparadise.com/forums/human-resources-management-coca-cola.html
