Coca-Cola in the World’s most Valuable Brands

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According to Forbes, in 2018, Coca-Cola was ranked 6th in the World’s Most Valuable Brands. This raises the question of how you structure a company that is so large, important, and well-known all around the world. Coca-Cola is structured into 5 different continental divisions: Eurasia & Africa Group, Europe Group, Latin America Group, North America Group, and Pacific Group. Each division has its own sub-divisions based on different countries or regions. These sub-divisions are overseen by vice-presidents in each group. While Coca-Cola has separated its organizational structure into 5 different divisions, it still operates under the president, James Quincey.

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Under the president of the company is a large staff comprised of four different sections, corporate staff; manufacturing; marketing; and finance.

This new organizational structure is just one of many strategies that Coca-Cola has come up with and implemented over the last 133 years as a company. The way that this company is capable and aware of its need to adapt to different regions, areas, countries, and cultures across the world is the reason it is thriving and has gotten to the place that it is at today. Coca-Cola implemented this organizational structure in 2016 to help try to reduce their environmental footprint and better reach the markets in different areas. Coca-Cola is the world’s largest beverage company and is the number 1 provider of sparkling and still beverages. With this being said, more than 1.9 billion servings of Coca-Cola beverages are consumed each day by people all around the world.

One of the Coca-Cola Company’s main focuses is on marketing its products. Coca-Cola is known for being one of the most prolific companies in history when it comes to marketing. They structure their marketing based on the area and culture of a specific group/region. This is why in recent years Coca-Cola decided to split the structure of the company up into the 5 different divisions, so that they could better accommodate the different regions and better target the different markets around the world.

Organizational strategy is defined as an expression of how an organization needs to evolve over time to meet its objectives along with a detailed assessment of what needs to be done. When a company is creating an organizational strategy they first must compare where they are now to where they want to be in the future. This defines the differences that will occur over time and helps a company decide what will need to be done for these differences to take place to reach their goals.

When it comes to the organizational structure of the hiring process the Coca-Cola Company employees are hired and promoted based upon STARs (Situation or Task, Action, Result) that they write or recite in an interview. Those STARs spring out of competencies that are mandated for each job at Coca-Cola. Two of those competencies in almost every employee’s job description are long-term planning and problem-solving, and short-term planning and problem-solving. Coca-Cola kept the definition of organizational strategy in mind when creating and implementing their hiring process because the main goal that they want their employees to achieve is setting short-term goals that will help them reach their long-term goals.

This is how work gets done at Coca-Cola: employee’s complete tasks or solve problems based upon the long-term and short-term impact on the company. Then it’s based upon customers and its other various publics such as the general public, shareholders, media, the government, and so forth. The highest evaluations that employees receive are normally based upon their ability to plan and problem-solve long-term and short-term. This is what managers at Coca-Cola are looking for, being able to problem-solve right now and looking down the road 5 years from now and plan or anticipate the situations that may arise at any given time.

The organizational structure of Coca-Cola aligns with the company’s strategy. One of Coca-Cola’s newest business strategies is to focus on Choice, Convenience, and the Consumer. The structure of Coca-Cola embodies this strategy because in recent years they implemented the 5 different divisions for the sole purpose to enhance the experience and better reach the markets in different areas around the world. The reason they did this is that the markets are different in the various regions around the world.

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Coca-Cola in the World's Most Valuable Brands. (2019, Oct 22). Retrieved from