Coca Cola Case Study

LO 3.1

Corporate objectives are the foundation sales strategy, job definitions and sales compensation plans are based upon.  It is crucial that this first step in alignment process be given adequate attention. Most corporate objective targets used by a business will specify the time frame anticipated for their achievement and how the company's success in doing so is to be assessed. Corporate Objective refers to what, why and how they want to achieve their ultimate goals. These goals or strategies are normally set up by the senior managements of the company.

Coca Cola’s objective is to make their product the first choice of refreshment and to make them available to consumers within easy reach. Their mission is to build a profitable, sustainable and socially responsible business in Bangladesh. To cope up with these objectives coca cola are supplying their products to every corner of the country to make it easily reachable for their consumers. Coca Cola are releasing mini vans, which will roam around in the city, just like ice cream vans, and sell their products to the consumers. This will make easier for consumers to buy Coca Cola products easily from anywhere.

LO 3.2

Recruitment and selection is one of the most important part for an organization. It is the process of finding and hiring the best person for the respective post. An effective is required to ensure the safest level of recruitment, regardless of the size or nature of the company. It is important to carry out a clear process of recruitment and selection in place consistently. To carry out an efficient recruitment process, the process requires fairness and effectiveness. This will result in a workforce which is better motivated and well efficient, decrease labor turnover, avoidance of discrimination and cost effective.

Coca Cola Bangladesh recruits 5 different types of employees for their sales department.

1. Pre Seller                                
2. Market Developer
3. Officers Sales
4. Executive Sales
5. Assistant Manager Sales

During recruitment of Executive Sales, firstly Coca Cola’s HR department releases a circular on common job searching websites (BD Jobs, Prothom Alo Jobs) and on local newspapers. Once the circulars have been posted, lots of candidates apply for the designation. The HM department analyses all the candidates’ CVs and selects 5 to 10 final candidates for a written exam. From these 10 candidates, 4 to 5 candidates are finalized for VIVA. The first VIVA is conducted by the HR Manager. After the first VIVA, the selected 2 to 3 candidates go through another VIVA which is conducted by the Sales Department. At the end of the second VIVA, the last two candidates go through a last and final VIVA which is conducted by the HR manager, HR Head, Sales Head and Country Manager as a board. The candidate who passes through this VIVA is eventually elected for the designated Executive Sales.