The Coca-Cola Company
Group 4
Bryan Howley, Nicholas Barrett &
Colten Vainright
History of Coca-Cola
• 1866 – The Drink we know as “Coca-Cola” was
created by John Pemberton
• 1888 – The beverage rights were sold to Asa
Griggs Candler for $2300
• 1916 – The “contour bottle” was created
• 1920 – Coca-Cola began to expand internationally
• 1981 – Diet Coke was introduced
• Today Coca-Cola is enjoyed in more than 200
countries worldwide.
Background
• Soft Drink and Beverage Industry
• “Road Map”
– To refresh the world, to inspire moments of
optimism and happiness, to create value and to
make a difference.
• Coca-Cola synonymous with happiness
Competitive Strategy
• Global expansion
• Differentiation
– 500 brands world-wide
– More then just soda
– “contour bottle”
Information Systems
• Strategic Enterprise Management (SEM)
• Web 2.0
• SharePoint Online
• Freestyle Dispensers
Strategic Management System
• More efficient Supply Chain
– Improved Planning
– Less Unwanted Deliveries
• Obtain more Information
– Store
– Account
– Retail
Information Systems (cont.)
• Web 2.0
– Use of Dynamic Pages
– Builds Community
• SharePoint Online
– Cross Device Availability
– Data Back-up
– Easy to Manage
Freestyle Dispenser
•Records data for all pours
• Market Data
•Detects and requests when low on
beverage
•Automated ordering
•Touch Screen User Friendly Interface
• Over 100 drinks available
Coca-Cola on the Web
• First website 1995
• 2005 revamping the website
– Corporate Site
– US Site
– Worldwide Site
• Web Support
– Sponsor of 2012 London Olympics
– Promotions:
• Polar Bear movie
• Mean” Joe Greene
Web Presence
• Variety of different web pages
– My Coke Rewards
– Store (Coca-Colastore)
– Community services
– Coca Cola Sustainability
– Mycoke.com (Social Media)
Problems and Solutions
• Bull-whip Effect
• Coordination and scheduling across
global market
• Threat of substitute products
Information System Benefits
• Marketers realized how important
technology was becoming for business.
• Joined forces with IT department
• Sales increased because of this
collaboration
Struggles During Start Up
• IT department felt neglected for their
role in sales.
• Coca Cola released social media ads,
resulting in a need for IT department
support.
• Information Technology teams were
created, and in charge of security,
programming, and sustainability.
The Importance of Information
Technology
• Security plays a vital role in sales.
• Without a layer of defense surrounding
the social media websites, Coca Cola is
vulnerable.
• Internet threats become more
aggressive as Coca Cola expands their
web presence.
Role continued
• With over one hundred million dollars
used each year by Coca Cola, security
becomes even more important.
• Continuous monitoring of the
Information Systems is required, and this
is the role IT plays.
CIO: Ed Steinike
• "The computer records all the data involved in
every single pour. Each fountain knows when it’s
running low on certain products. We are also using
automated ordering in many Coca-Cola Freestyle
locations, whereby the fountain can build its own
orders for supplies and place them directly into the
system. It would even optimize the order so that
you pay the lowest possible delivered cost”
• This allows marketers to respond to customer
purchases in a way that increases sales. Depending
on which drinks sell best, they can create
promotions for specific brands.
Social Media
• Coke wants to take advantage of them by
implementing information system strategies in
their social media reach.
– 2,185,020 Twitter followers
– 76,357,962 Facebook likes
– 402,879 Linkedin followers
– 189,397,926 Youtube views
– 89,519 Instagram followers
Social Media
• One of the goals of Coke's social media
campaign is to have as many people
learn about their new Freestyle
product. One of the great benefits of
social media is that people's opinions can
be heard no matter where they are in the
world, and this is something Coke wants
to take advantage of now that their
newest product is on the market.
Our Evaluation
• Freestyle benefits
– completely automated and customizable.
• Hyper Social Organization
• Information System credibility
– represented by a global market presence
• Future of IS
– extensions of the freestyle (food.etc..)
What We Learned
• Coca Cola has an innovative mindset with a
dedicated information technology team.
They are a pioneering company because of
the global reach they have. The increasing
sales numbers help create Business
Intelligence which leads Coca Cola to further
success.
• After researching Coke, we were impressed,
but not surprised because of our original
perception of the company's image.