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  • CASE STUDY. Coca-Cola Is Everything: SCM, CRM, Collaboration, You Name It

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    Charmane Barte-Matala
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    This document discusses a case study about Coca-Cola's IT-enabled initiatives including supply chain management (SCM), customer relationship management (CRM), and collaboration efforts. Some key points discussed are: - Coca-Cola develops its own set of software services for bottlers to use in SCM, which standardizes processes. This standardization is important for efficiency across the large network. - Two forms of e-collaboration discussed are an online community and collaboration portal. These allow for knowledge sharing and improved relationships between Coke and bottlers. - My Coke Rewards is an example of a switching cost, as it encourages loyalty to Coca-Cola brands through rewards. Switching costs do not need

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    Case Study

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    This document discusses a case study about Coca-Cola's IT-enabled initiatives including supply chain management (SCM), customer relationship management (CRM), and collaboration efforts. Some key points discussed are: - Coca-Cola develops its own set of software services for bottlers to use in SCM, which standardizes processes. This standardization is important for efficiency across the large network. - Two forms of e-collaboration discussed are an online community and collaboration portal. These allow for knowledge sharing and improved relationships between Coke and bottlers. - My Coke Rewards is an example of a switching cost, as it encourages loyalty to Coca-Cola brands through rewards. Switching costs do not need

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    Download as docx, pdf, or txt
    258 views1 page

    CASE STUDY. Coca-Cola Is Everything: SCM, CRM, Collaboration, You Name It

    Uploaded by

    Charmane Barte-Matala
    This document discusses a case study about Coca-Cola's IT-enabled initiatives including supply chain management (SCM), customer relationship management (CRM), and collaboration efforts. Some key points discussed are: - Coca-Cola develops its own set of software services for bottlers to use in SCM, which standardizes processes. This standardization is important for efficiency across the large network. - Two forms of e-collaboration discussed are an online community and collaboration portal. These allow for knowledge sharing and improved relationships between Coke and bottlers. - My Coke Rewards is an example of a switching cost, as it encourages loyalty to Coca-Cola brands through rewards. Switching costs do not need

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 1

    CASE STUDY.

    Coca-Cola Is Everything: SCM, CRM, Collaboration, You Name It


    Questions:
    1. Describe the various IT-enabled initiatives discussed in this case study and categorize
    them as either above-the-line, below-the-line, or some combination of the two.

    2. Why is standardization so important in supply chain management? Coke is developing
    its own set of software services for bottlers to use. Do you think Coke charges the
    bottlers for these software services? Why or Why not?

    3. Describe two different forms of e-collaboration in this case study. For each, articulate the
    benefits to Coke.

    4. How is My Coke Rewards an example of a switching cost? How can a switching cost not
    gave a monetary penalty associated with it?

    5. Referring back to the discussion, what do you believe to be Cokes overall organizational
    structure? Top-down silo, matrix, or fully integrated? Why? How does Cokes use of
    technology support your decision?

    6. What sort of business intelligence could Coke gather from its My Coke Rewards Web
    site? How could it use this information for customer relationship management activities?

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