ORGANISATIONAL

BEHAVIOUR

LEADERSHIP BEHAVIOUR
COCA-COLA COMPANY

Prepared by: SRISHTI KAUSHIK

ENROLLMENT NUMBER:
07917703522
SEMESTER: 3-L
 Agenda

A
Introduction

Leadership at Coca‑Cola

Organisational Structure

Organisational Goals

Leadership Style

Core Capabilities

Presentation title
Bibliography 2
 Introduction
The Coca-Cola Company, a retailer, manufacturer and marketer of non-alcoholic beverages, is a market leader in
its industry currently offering more than 500 brands in over 200 countries or territories. 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. The Coca-Cola
Company headquartered in Atlanta, Georgia owns its anchor bottler in North America, Coca-Cola Refreshments.

This behemoth has managed to maintain its position as a market leader for over a hundred years and is still going
strong. This paper explores the history, mission, vision, and organizational structure and management functions of
the Coca-Cola Company and tries to explain leadership and some management styles applied by the company .

Presentation title 3
 Leadership at Coca‑Cola

• We believe everyone is a leader, and everyone’s

leadership journey is unique. Leadership is less
about a formal position and more about the act
of leading. Every employee has the ability to
lead in their own way and can do so by
exemplifying our leadership behaviors.

• At Coca‑Cola, our leaders strive to be role

models, set their team’s agenda and help people
be their best selves. We provide our managers
the tools, training and support they need to
enable their teams to reach our growth
objectives.
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 COMPANY’S VIEW
Leadership Definition
• Our leadership definition
provides a framework for
leadership, which is essential
to delivering against our
growth ambitions and bringing
our purpose to life. We must
accommodate differences and
uniqueness within an overall
framework that creates
direction, alignment and
commitment. Our leadership
framework provides a north
star that guides us all.
Presentation title
Leadership Development
• Whether you are a first-
time people leader, leading
a project team or you have
years of leadership
experience — there are
always new ways to grow.
Here at Coca‑Cola, we
have a wealth of
continuous learning
opportunities to help you
grow and develop as an
inspirational leader.
Coaching & Mentoring Programs
• Our leaders have the
availability of professional
coaching with a trusted
advisor. These coaches aren’t
there to give all the answers,
but rather to ask key
questions and help discover
the best you. They will listen
to the challenges and
concerns and help make
effective choices in a
judgment-free zone
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 ORGANISATIONAL STRUCTURE

Coca-Cola is “Tall” in terms of organizational complexity. Coca-Cola is controlled through a vertical hierarchy, with decision-making
authority residing with the company’s upper management. Daily and routine decisions are made by the line managers at the middle level
(Narayan, 2010).
Coca-Cola has more than 700,000 system employees, including their bottling partners. The company’s operations reach
over 200 countries worldwide, with six geographic operating segments.

Coca-Cola’s head office is responsible for providing the company with an overall direction and support to the regional structure. The
company’s Executive Committee makes key strategic decisions for the company. The Chair of the Executive Committee acts as a
figurehead for the company and chairs the board meetings. He is also the CEO and is the senior decision maker (Narayan, 2010).

Each division of the company has a marketing manager, public affairs director, finance director, etc.

When one of these divisions is planning to do something, an advertising campaign for example, the division has to communicate
with their superiors to get approval. Since the company’s hierarchy is so tall, communication has to travel back to corporate
headquarters in the U.S, where the Executive Committee has the final decision making power for activities the divisions have
proposed.
 Organizational goals

•Coca-Cola is both effective and efficient, as they

have made it their objective to succeed in these
areas. Coca-Cola is more focused on efficiency
than effectiveness, but they still achieve in both.
•Regardless of what they specialize in, their
organizational goal is to maximize profits for
shareholders by selling Coca-Cola products
worldwide to a wide range of customers.
•They are able to do this by having a very
vertically hierarchical organization that allows
them to take advantage of a low-cost strategy,
limiting expenses and increasing revenues.

Presentation title 8
 Leadership Style
For effective leadership, there can be no substitute for
strategic thinking and tireless, relentless execution.
There can be no alternative for attracting and retaining
the absolute best people to lead and creating a dynamic
environment for them. And there can be no job more
important than communicating effectively with your
customers and all your key stakeholders. Coca-Cola
achieves this by formulating a clear and compelling
vision, getting their system aligned behind it, executing
and constantly communicating intentions.
Coca-Cola understands that capturing new
opportunities is going to require both vision and
execution across the company and its wonderful system
of bottling partners. That's where the company’s vision
which they call Vision 2020 comes into play. It's a look
at where the company and its bottling partners need to
be heading in the future. The vision is centered on
capturing unprecedented opportunities emerging in
future within the global non-alcoholic beverage
industry (The Coca-Cola Company, 2014).
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 Leadership Style
The company’s vision is to harness new wealth, new
beverage requirements and new innovations to accelerate
growth and create the world's most respected consumer
goods system. Leaders at Coca-Cola have created a clear
and compelling vision for their organization, and work to
inspire their people to achieve that vision. Equally important
is getting the bottling system leadership and company
employees aligned behind the vision.
Muhtar Kent is Chairman of the Board and Chief Executive
Officer of The Coca-Cola Company.
Mr. Kent joined The Coca-Cola Company in Atlanta in 1978
and has held a variety of marketing and operations roles
throughout his career. In 1985, he was appointed General
Manager of Coca-Cola Turkey and Central Asia. From 1989
to 1995, he served as President of the Company's East
Central Europe Division and Senior Vice President of Coca-
Cola International, with responsibility for 23 countries.
Between 1995 and 1998, Mr. Kent served as Managing
Director of Coca-Cola Amatil-Europe, covering bottling
operations in 12 countries (The Coca-Cola Company, 2014).
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 Leadership Style
In an interview with Management Paradise.com, the
CEO states, “my job is to create a climate of success
for our people and inspire them to achieve the vision
we have created for our business. That's really the
true essence of leadership”. At the end of the day, it
all comes down to execution.
And franchise leadership - which is working with its
For The Coca-Cola Company, execution involves
focusing on three core capabilities of:
Consumer marketing - which generates that bond
and emotional connection with consumers.
Commercial leadership - which involves all the
strategic actions taken with over 20 million retail
customers who sell Coca-Cola brands around the
world each day.
300 bottling partners around the world to create
greater system alignment (Shetty, 2011).
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Core Capabilities

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 1. Consumer Marketing

• Marketing investments are designed to enhance consumer

awareness of and increase consumer preference for Coca-
Cola brands.
• This produces long-term growth in unit case volume, per
capita consumption and the company’s share of worldwide
nonalcoholic beverage sales.
• Through relationships with bottling partners and those
who sell Coca-Cola products in the marketplace, the
company creates and implements integrated marketing
programs, both globally and locally, that are designed to
heighten consumer awareness of and product appeal for
brands.

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 Commercial Leadership

• The Coca-Cola system has millions of customers around the

world who sell or serve their products directly to consumers.
The company focuses on enhancing value for these customers
and providing solutions to grow their beverage businesses.
• Coca-Cola’s approach includes understanding each customer's
business and needs, whether that customer is a sophisticated
retailer in a developed market or a kiosk owner in an emerging
market.
• We focus on ensuring that our customers have the right
product and package offerings and the right promotional tools
to deliver enhanced value to themselves and the Company.
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 Franchise Leadership

• The Coca-Cola Company must continue to improve its franchise leadership capabilities to give the company and
its bottling partners the ability to grow together through shared values, aligned incentives and a sense of urgency
and flexibility that supports consumers' always changing needs and tastes.

• The financial health and success of bottling partners are critical components of the Company's success. The
company works with the bottling partners to identify system requirements that enable them to quickly achieve
scale and efficiencies, and the company shares best practices throughout the bottling system. Coca-Cola’s system
leadership allows it to leverage acquisitions to expand its volume base and enhance margins (USSEC, 2009).

• Under the leadership of Muhtar Kent, its dynamic Chairman and CEO, Coke has made a strong commitment to
inclusiveness. Since Muhtar Kent took the helm of Coca-Cola, in July 2008, he has set a course for ambitious,
long-term growth with the goal of doubling revenue by 2020. Kent has tried to rejuvenate an inward-looking,
“arrogant” corporate culture and has reinvested cost-cutting dividends in brand development.

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 BIBLIOGRAPHY

• (DOC) Organisational Behaviour: A case study of Coca-Cola Company | Fahad Muhammad Umar - Academia.edu
• Management and leadership theories coca cola (studylib.net)
• Career Development (coca-colacompany.com)
• Our Executive Leadership Team | The Coca-Cola Company
• Leadership Council (coca-colacompany.com)
• coca-cola-business-strategy-leadership-model-december-2020.pdf (coca-colacompany.com)
• The Coca-Cola Company's Organizational Structure [Interactive Chart] Organimi
• Coca Cola: A people-led digital transformation | McKinsey
• coca-cola-business-strategy-model-september-2023.pdf (coca-colacompany.com)
• Business Strategy, Priorities & Leadership Model (coca-colacompany.com)
• Leadership style of Coca Cola Company | PPT (slideshare.net)
• Final Copy, Management and Leadership at Coca-Cola | PDF | Coca Cola | Leadership (scribd.com)
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THANK
YOU!