THE BUCHAREST UNIVERSITY OF ECONOMIC

STUDIES

ENGLISH PROJECT
TYPES OF BUSINESS COMPANY STRUCTURE

Student:Moraru Raluca-Monica
Group 115,First Year

THE COCA-COLA COMPANY

The Coca-Cola Company is an American multinational beverage corporation and

manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups, which
is headquartered in Atlanta, Georgia. The company is best known for its flagship
product Coca-Cola, invented in 1886 by pharmacist John Stith
Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889
by Asa Griggs Candler (December 30, 1851 - March 12, 1929), who incorporated The CocaCola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently
offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion
servings each day. The company operates a franchised distribution system dating from 1889
where The Coca-Cola Company only produces syrup concentrate which is then sold to
various bottlers throughout the world who hold an exclusive territory.
SHORT HISTORY
It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty.
Eight hundred miles away, another great American symbol was about to be unveiled.Like
many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by
simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it
was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was
combined with carbonated water and sampled by customers who all agreed -- this new drink
was something special. So Jacobs' Pharmacy put it on sale for five cents a glass. Pemberton's
bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct
script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9
glasses of Coca-Cola a day.A century later, The Coca-Cola Company has produced more than
10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without realizing
the success of the beverage he had created. Over the course of three years, 1888-1891,
Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about
$2,300. Candler would become the Company's first president, and the first to bring real vision
to the business and the brand.In 1991 Coca-Cola enters the Romanian market.
DEPARTMENTS
I.THE COMERCIAL DEPARTMENT includes 4 main fields:
1. Field Sales: the presence on hundreds of routes through the sales force.
2. Key Accounts: a tight collaboration with the clients.
3. Customer Service & Cold Drink Operations: proactive and quick services for all of our
clients.
4. Marketing: campaigns and offers which response to the needs of the consumers.
II.THE SUPPLY CHAIN DEPARTMENT is responsible for the production flux and the
transport of the coca-cola bottle.The supply chain department is structured in:

1. The Planning Team which takes the sales estimations from the Comercial Department
and calculates the planification of the production, the quantity of the materials and the
stocks of finite products from deposits.
2. The Production Department is responsible of all the bottling process.
3. The Technical Department works for the production equipments to always be in the
best conditions of functioning, ensures the implementation of the improving
investments.
4. The Logistics Department takes over the production from the line and stocks it in
deposits.
5. The Haulage Team coordinates the execution of the primary transport.
6. The Dispatch Team ensures the correct distribution of the transports depending on the
received orders.
7. The Customer Logistics Team ensures an optimum level of services and a tight
collaboration with the client.
III.THE FINANCIAL DEPARTMENT is the place where all the other departments
activities meet.The Financial Department contains the following activities:
1. Business Planning includes-costs,stocks,investments;
2. Controlling- accountant records,taxes,excises,internal and external reporting,treasury.
IV.THE HUMAN RESOURCES DEPARTMENT includes:
1. HR Business Partners;
2. HR Services which coordinate the relation with the employees, the recruiting and
selection processes;
3. Organizational Developing ;
4. Internal Communication and of employer.
IV.THE PUBLIC AFFAIRS AND COMMUNICATION DEPARTMENT maintains and
consolidates the reputation of the Coca-Cola Company ,develops projects of social
responsibility centered on 4 directions:market,employees, environment and community .
THE IMPACT OF COCA-COLA ON THE ROMANIAN MARKET
As the familiar Coca-Cola logo spread throughout Romania, it signified the renaissance of the
Romanian market economy. By 1994, tens of thousands of businesses were distributing and
selling Coca-Cola products. Many other businesses supplied inputs for soft-drink production.
These linkages created and supported employment as the state sector shrank.
What are the effects of investment by a market-driven multinational company on local
business in a transition to markets? Besides its visible impact on re-establishing retail trade in
the country, Coca-Colas investment affected many other areas of commerce. Given CocaColas status as an early entrant in the market economy, it served as the vanguard of the
private sector in many areas. One significant transformation in the Romanian business sector
propelled by Coca-Cola occurred in advertising. According to some business leaders, the
modern advertising industry began in Romania with Coca-Colas entrance. Known worldwide
for sophisticated, high-quality, and highly successful advertising techniques, Coca-Cola

brought these techniques to Romania, insisting on comparable quality being provided by

Romanian advertising firms. Another competitive effect of the companys investment was an
upgrading of product quality. Coca-Colas insistence on quality spread through its linkages
with other sectors of the economy. It would be hard to overstate the importance of introducing
quality into a transitional economy. Coca-Cola had a policy of localizing as much of the
inputs as possible in order to reduce costs. Yet, it also had a policy of strict quality control.
Many of the qualitative effects of Coca-Cola on the host economy can be summarized as
technological, managerial, and organizational competencies. Coca-Cola brought experience to
Romania. Specifically, Coca-Cola brought distribution expertise and the concept of serving
the customer, which was foreign to the state-owned Romanian enterprises. Coca-Cola
provided the first example of a corporate culture in Romania.