ict coca cola-case_study
TRANSCRIPT
Carlos Auguet Linh Thi Thuy Bui Ahmad Fahmy Mateo PrezelusSwati SinghPiyush VirmaniXulun Wang
January 2016 – ICT and Technology for SCM
Final Project: The Coca-Cola Company
Agenda
1. Company and sector description
2. Products, delivery channels & e-commerce
3. Supply Chain Structure
4. The Coca-Cola Company ERP
5. Role of ICT
6. ICT future plans
7. Strategic ICT Advantage
1. Company and sector description (I)
“94% of the world’s population recognize Coca-Cola’s red and white logo”
Founded in 1886 by Dr. John Styth Pemberton
Average servings/day: 9 in 1886 and 1.9 billion in 2015
1. Company and sector description (II)
Mission statement:
- To refresh the world...- To inspire moments of optimism and happiness...- To create value and make a difference.
Vision statement:
- People- Portfolio- Partners- Planet- Profit- Productivity
1. Company and sector description (III)
Sector: Consumer goodsIndustry: BeveragesSub-industry: Soft-drinks
Carbonated Bev
erages
Bottled Wate
r
Fruit/
Vegetable Ju
ice
Ready-t
o-Drin
k Tea
Sports
/Energy Drin
ks$0
$50
$100
$150
$200
$250
$300
$350
What the world drinks?Global market share ($ Bil-
lion)
$341.6 billion
49%
21%
31%
Carbonated BeveragesMarket share
CoCa-Cola Co. PepsiCo Inc. Other
2. Products, delivery channels & e-commerce (I)500+ sparkling and still brands…
…3,600+ drink products sold in 200+ countries…
…and a wide variety of collectibles and gifts
2. Products, delivery channels & e-commerce (II)
BIGMERCHANDISE
2. Products, delivery channels & e-commerce (III)
E -COMMERCE
3. Supply Chain Structure (I)
3. Supply Chain Structure (II) Upstream & Operations
The Coca Cola CompanyGlobal business, local scale
Manufactures and sells concentrates, beverage bases and syrups
Own the brand, do brand marketing initiatives
3. Supply Chain Structure (III) Downstream & Reverse Logistics
250 bottling partnersCoca Cola Refreshments (CCR)15 international bottling partners (BIG)700 associates in the systems
3. Supply Chain Structure (IV) Potential Problems
Information flow between nodes along supply chain when there are many entities involved in.
Management of inventories at bottling partners level requires a delicate system.
Management of safety stock and production when there are aggressive marketing campaigns launched.
Develop system base which has capacity for future expansion in e-commerce and automatic point of sales
4. The Coca-Cola Company ERP (I)
• Earlier SAP R/3 Enterprise system was used together with Oracle database
• Upgrade their SAP R/3 Enterprise system to SAP ERP 6.0
• Decided to engage to a new database platform IBM DB2, instead of upgrading the Oracle Database which would have been expensive.
4. The Coca-Cola Company ERP (II) Implementation process
• DB2 delivered a reduction in storage needs of approximately 40 per cent.
• The duration of manufacturing runs was reduced by more than 65 per cent
• Connect store deliveries with back-end systems.
• Time and cost savings and the opportunity to drive revenues.
• Excellent customer service by providing customer centric procedures like inventory management and invoicing accuracy
5. Role of ICT (I) ICT for Supply Chain Integration
• Accelerator of replacing and minimizing out-of-stocks.
• Optimize the procurement procedure to save costs.
• Intellectualize the nodes in supply chain to optimize the efficiency and minimizing the waste.
5. Role of ICT (II) Electronic Data Interchange
Establishing data contents in EDI context
Invoicing
Payment Orders
Purchase Orders
Shipping & Billing Notice (with/without
prices)
Pre-delivery invoice
6. ICT Future Plans (I)
Digital Technology on Vending Machines Innovation
Intelligent Vending Machines
Cashless Gateway
Mobile Wallets
6. ICT Future Plans (II)
Coca-Cola embarks on green IT strategy
• Targeting technology's energy consumption
• Energy metering and management
• Reducing technology's carbon footprint
• Raising energy efficiency awareness among staff
7. Strategic ICT Advantage (I) Spider-web Analysis
Demand Forecasting
Business Analytics and Reporting
EDI and EDM
Social Networking
Mobile Application DevelopmentSupply Management
Knowledge Management
Customer Engagement Model
Innovation
0
5
10
PepsiCo Coca Cola
Coca Cola vs PepsiCo
7. Strategic ICT Advantage (II) Recommended Strategies
• Although Coca Cola has a bigger fan following on the social media platform, it does not engage in building up loyalty with its customers.
• Social analytics is not part of their business analytics and decision making which makes them vulnerable to the changing customer needs.
• Coca cola can be innovative in its marketing strategies where they can engage with the customers
• To improve demand forecasting, Coca Cola needs to invest in vendor management and retail management to understand the challenges and issues at both ends
Based on Spider-web Analysis
OPENING MINDS TO IMPACTTHE WORLD
THANK YOU FOR YOUR ATTENTION!