CASE 12

COCA-COLA: STAYING FOCUS ON TALENT

1. DISCUSSION: What do you feel Coca-Cola has to offer potential employees? How does this help Coca-Cola attract a quality workforce?

Coca-Cola has to offer potential employees because they have attracting high-quality workforce whose talents match well with the jobs to be done. To attract the right people, an organization must first know exactly what it is looking for, it must have a clear

understanding of the jobs to be done and the talents required to do them all. Then it must have the system in place to excel at employee recruitment and selection.

Human Resource planning, Recruiting techniques and Selection techniques will help CocaCola attract a quality workforce. Firstly, human resource planning identifies staffing needs, assesses the existing workforce and determines what addition or replacements are required for the future. The process becomes strategic when this is all done in specific reference to organizational mission, objectives and strategies. Human resource planning include job analysis studies exactly what is done in a job and why also include job description details the duties and responsibilities of a job holder.

Secondly, Recruiting techniques. Recruitment is a set of activities designed to attract a qualified pool of job applicants to an organization. Three steps in atypical recruitment process are advertisement of a job vacancy, preliminary contact with potential job candidates and initial screening to create a pool of qualified applicants. Thirdly, Selection techniques. The selection process is a prediction exercise since the manager is trying to determine which applicants will perform well if hired. For this reason, selection techniques must demonstrate reliability and validity if they are to be effective predictors.

This intentional focus on employing the right people in the right areas of responsibility is of paramount importance to ensuring continued success at Coca-Cola.

2. DISCUSSION : Why would Coca-Cola want to employ the use of external as well as internal recruitment of potential job candidates? Which do you feel would yield the best results, and why?

Coca-Cola want to employ the use of external and internal recruitment because both recruitment methods have potential advantages and disadvantages. External recruitment brings in outsiders with fresh perspectives, expertise and work experience. But less reliable information about the applicant is available and more training time wills probably de required. External recruitment also tends to be tome consuming and expensive. Internal recruitment is usually quicker, less expensive and focuses on person whose performance records are well known. A history of internal recruitment also builds employees commitment and motivation by showing that opportunities exist to advance witin the organization.

Internal recruitment also help to reduce turnover rates and aids the retention of high quality employees.

External and internal recruitment would yield the best result because many candidates and applicants will apply and organization will get the best employees, many selection, potential and experience worker that will be increase organization profit. Changes would need to be made and a more refined focus on human resource would be necessary. Securing the best talent in the market place in futile unless it is also combined with the ability to grow. CocaCola needs to look for opportunities in which to find and develop talent from within the organization. Part of this process includes the creation of new talent in the organization. It is safe to say that Coca-Cola will continue to invest in its people to grow the talent they already possess.

3. Discussion- Which type of training would you suggest for Coca Cola? why would this training method be the best approach for a company in the beverage industry? In 2010 there was a total of 34,645 training hours in Coca-Cola Enterprises. And the most important training method for Coca-Cola needed focus on Market Training . Market Training In April 2010 Coca-Cola Enterprises launched its Go-to-Market initiative in the North Region, designed to bring a new way of working to help to transform sales teams. The objective was to give independent outlets in Great Britain more opportunity to profit using a 'Picture of Success' and ultimately to create sustainable long-term growth for themselves and Coca-Cola Enterprises. Outlets were segmented as Gold, Silver or Bronze, depending on their growth potential. Sales representatives then visited the right outlet at the right time with the right tools. At our Northampton training site, Coca-Cola Enterprises created a real-life outlet, which brought to life some important Go-to-Market concepts. Sales teams experienced marketing tools in an authentic environment and were able to see how these could benefit retailers. E-learning tools were also produced to help support this training. As a result Sales Reps developed skills such as better time management, commercial awareness and how to understand customer needs. This concept was rolled out to all regions by the end of 2010.

Employee development One of our three strategic priorities is to attract, develop and retain a highly talented and diverse workforce. Employees will find information about the performance management process, the Talent Management Review (TMR) process and career development information using the new HeRe! on-line. Employees can access toolkits and other information to support their personal development.

Performance Management Performance reviews are used throughout the year to discuss how an employee is doing tracking against performance and competency goals. Managers discuss performance as part of monthly, mid-year and end of year performance appraisals. From 2010 employees have been able to review and manage their annual objectives on-line.

Following this, each employee is encouraged to draw up an Individual Development Plan (IDP) to set objectives for their career development.

Talent Management Review Our Talent Management Review (TMR) process allows us to review the potential of our employees. This will help identify our key talent, to structure career paths and put into place effective succession plans. The TMR process takes place twice a year a full TMR session held in Spring and a follow up session in the Autumn. The purpose is to ensure we consistently review the potential of our talent and ensure we take appropriate action to develop our employees.

Career Development We have created a toolkit for employees to use to help manage their career to help them identify career goals, gather feedback, analyze strengths and developmental areas and create plans to review regularly.

Coca-Cola Enterprises also have a mentoring programme to help employees build relationships and share knowledge and experience. Coca-Cola Great Britain Learning Tools All employees have access to MyKO, the internal intranet site. Employees have access to various online personal development and career-planning tools from this site, as well as other printed tools that they can use to help manage and review their personal development. Our success depends on motivated and committed employees. We need them to feel that they play a real part in helping our business meet its goals and have an understanding of what they are. We have several different ways of measuring our employees' level of engagement with the business and satisfaction with their working lives. By providing training and development programmes, on-the-job learning and coaching and feedback, we ensure that our employees have the resources and methods they need to learn. Many of our programmes are pan-European - allowing our employees to network and learn from other colleagues across Europe.

Our average training spend per head in 2010 was 1,375 A total of 2,250 hours of training were completed during 2010

Using a range of flexible learning initiatives, we focus on three core areas: 1. Functional expertise - this aims to build the skills required to be 'best in class' in marketing, commercial and franchise leadership (known as the three pillars) 2. Leadership 3. Personal development

Our leadership programmes include:

Personal development - business fundamentals, communication skills, influencing and negotiation, personal effectiveness, planning and project management Leadership development - accelerating sustainable growth (overall leadership), people management, developing women leaders Consumer marketing - the Coca-Cola way of marketing Customer and commercial leadership - planning for market success, collaborating with customers, executing to win, immediate consumption Franchise leadership - system alignment, business awareness, system knowledge, enabling execution, partnership skills.

We also run a comprehensive 90-day induction programme for all new starters. All of our training is set-up and managed by the 'Coca-Cola University' - this is our internal name for our comprehensive programme of training and development. It's available to all employees through our intranet and offers a choice of courses across Europe - including a variety of E-learning and classroom training. Development plans Every Coca-Cola Great Britain employee has a development plan, and this helps us ensure that we match individual skill development with available roles, training interventions and project opportunities. The plan also plays a major part in the development of employee career paths. We offer skills labs to all employees before they review their plans with their leader. These help employees prepare for the meeting to make it as successful and productive as possible. To help employees practice their learning skills, we offer an annual Learning Allowance. This can be used on a choice of learning activities outside of work - anything from sailing to wine tasting. Talent management At Coca-Cola Great Britain, talent management is important for making sure that all employees have the chance to explore new opportunities and grow within their role. Typical career moves for employees have included cross-system moves, secondments to our Global HQ, international career moves and promotion from within. Lateral career moves also help to gain breadth and depth of experience. Our regular people development forums continue to help us identify and grow talent, as well as retaining potential stars. Leadership development Training for managers

We believe that learning is an individual responsibility and a skill in its own right. For example, we believe that a leader's ability to offer coaching is very important in developing people. For this reason we run regular programmes for managers to develop coaching and feedback skills. We also have specific training programmes for leaders at all levels in the organisation. This training is designed to be part of targeted individual development plans and covers everything from overall leadership skills to people management techniques. There's also a specific course for developing women leaders. Performance management process The goal of our global performance management strategy is to enable peak performance. To us, this means creating an environment where employees can excel, develop skills for improvement, and move toward their career goals. All employees take part in the Peak Performance Process, which includes performance, development, and career planning elements that are recorded in our online tool. Compensation and bonuses are linked to this each year. The process is a cycle that includes several key phases throughout the year:

Setting objectives and establishing core competencies Creating a development and career plan Reviewing both of the above regularly, through mid-year and year-end formal reviews Calibrating output across departments throughout Coca-Cola Great Britain

This is managed through face-to-face meetings. There are online tools available to support the process too.

4. Further Research- Research a competitor to Coca-Cola in your local area. How Does this competitor compare to Coca-cola?

The competitor Coca-Cola Company in the local area is PEPSI. Coca-Cola and Pepsi are the two most popular and widely recognized beverage brands in the world. Within their lineup of beverages, Pepsi-Cola and Coca-Cola Classic are the predominant carbonated cola beverages. Taste Coke was first a medicine the made a drink hence why it tastes like medicine. Pepsi on the other hand is brilliant hence why in most polls Pepsi wins in a landslide. Comparison Coca-cola with Pepsi such as

Carbonation-If you are comparing the original Coca-Cola and the original Pepsi COLA, Coca-Cola has 1 gram less carbohydrate than Pepsi. Brand War-Both drinks are no longer seen as a beverage but mainly as a brand. Both companies commit heavily to sponsoring outdoor music festivals and are even charitable Marketing Approach-Both Coca-Cola and Pepsi try to market as part of a lifestyle. Coca-Cola uses phrases such as "Coke side of life" in their website, www.coca-cola.com, while Pepsi uses phrases such as "Hot stuff" in their website, www.pepsi.com, to promote the idea that Pepsi is "in sync" with the cool side of life. Coca-Cola is more popular but Pepsi has a bigger company. Pepsi tries to reach out to the younger generation by appealing to pop culture. If you visit their website you will be greeted with flashy pages containing pop music, cars, and fashion. Coca-Cola's website also has links for music and sports, two arenas in which soda-pop is often consumed; however, Coca-Cola's is less flashy and uses a classical appeal, most likely because of Coca-Cola's long history as the standard for cola beverages. Your mom fucked Pepsi first. Your Advertisements -Coca-Cola had Christina Aguilera featured in their commercials, while Pepsi had Britney Spears , Keshauntae Brown, Michael Jackson, and Mariah Carey .Additionally while Pepsi with its younger audience tends to focus soley on pop stars, it was Coca-Cola who is regarded as having one of the greatest TV advertisiments of all time, featuring a far more mature pop band Blondie and the enormous hit "Atomic", the video played the main chorus of the song to the backdrop of professional footballers taking part in geniune competitive World Cup games and the noise a contender for the coveted title of Greatest Commercial of All Time in many nations. Criticisms Pepsi's criticism doesn't even get its own page, and though there's a lot of talk about environmental damage, there's no mention of hiring mercenaries to assassinate union leaders.