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COCA COLA ENTERPRISES
COCA COLA ENTERPRISES
EXECUTIVE OVERVIEW
EXECUTIVE OVERVIEW
In the beginning, the U.S. Coca-Cola company monitored quality
In the beginning, the U.S. Coca-Cola company monitored quality
COCA COLA ENTERPRISES FRANCE
COCA COLA ENTERPRISES FRANCE
KEY FIGURES IN FRANCE
KEY FIGURES IN FRANCE
COCA COLA FRANCE
COCA COLA FRANCE
WHY IT CAME TO FRANCE
WHY IT CAME TO FRANCE
COCA COLA VALUES
COCA COLA VALUES
COCA COLA VALUES
COCA COLA VALUES
CONSTRAINTS IN FRANCE
CONSTRAINTS IN FRANCE
ADAPTATION TO FRANCE PART I – THE DISNEYLAND PARIS SYNDROME
ADAPTATION TO FRANCE PART I – THE DISNEYLAND PARIS SYNDROME
ADAPTATION TO FRANCE PART II – THE KEY IS HUMAN RESOURCE MANAGEMENT
ADAPTATION TO FRANCE PART II – THE KEY IS HUMAN RESOURCE MANAGEMENT
ESSENTIAL ADVICE
ESSENTIAL ADVICE
? ? ?
? ? ?
Sources
Sources
OUR TEAM
OUR TEAM

Презентация: «COCA COLA ENTERPRISES». Автор: Al Maani et al. Файл: «COCA COLA ENTERPRISES.ppt». Размер zip-архива: 210 КБ.

COCA COLA ENTERPRISES

содержание презентации «COCA COLA ENTERPRISES.ppt»
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1 COCA COLA ENTERPRISES

COCA COLA ENTERPRISES

BEST IN FRANCE CASE STUDY DECEMBER 18th, 2003

By: Mutaz Al Maani Dung Nguyen Carlos Palacios Brian Piech Andrei-Cosmin Rotaru Eduardo Siqueria

2 EXECUTIVE OVERVIEW

EXECUTIVE OVERVIEW

For international growth, HRM – specifically, individual people – is the most important element; Excellent synthesis of Coca-Cola’s vision & French culture and values Advice: no matter how large a multinational corporation grows, it has to “stay local”

Non-alcoholic refreshment business; 90% of product is produced in France with French ingredients; There is a unique, long, evolving history of Coca-Cola in France;

3 In the beginning, the U.S. Coca-Cola company monitored quality

In the beginning, the U.S. Coca-Cola company monitored quality

standards and handled publicity and marketing efforts; After gradual steps, in 1996 the French company became a subsidiary to CCE in the U.S.; the French operations still retain local flavor;

FROM A SMALL FRENCH COMPANY TO A LARGE SUBSIDIARY OF AN AMERICAN MULTINATIONAL

4 COCA COLA ENTERPRISES FRANCE

COCA COLA ENTERPRISES FRANCE

70 year history in France; Humble origins: first bottle of Coke sold in a small caf? by Saint Lazare station in Paris; Non-alcoholic refreshments; Averaging 8 to 9% growth per year; Recently entering bottled water market.

5 KEY FIGURES IN FRANCE

KEY FIGURES IN FRANCE

Net sales: €1.3 billion Market Share, non-alcholic drinks: 9.1% Market Share, soft drinks: 57% Employees: 2,500

6 COCA COLA FRANCE

COCA COLA FRANCE

Clients include small local restaurants, cafes, small distributors, and direct to consumer 90% of the product is made in France with French companies providing ingredients and support services

7 WHY IT CAME TO FRANCE

WHY IT CAME TO FRANCE

At first, international growth wasn’t planned Coke was licensed out to local partners International expansion happened simultaneously around the world Until the 1990’s, Coca-Cola France was locally run, with only marketing being handled by the headquarters in the U.S. Coca-Cola Enterprises France is now a direct subsidiary of Coca-Cola Enterprises in the U.S.

8 COCA COLA VALUES

COCA COLA VALUES

Due to the length of time Coca Cola was run in France as a separate organization, by the time the US regained a controlling interest there was already a healthy synthesis of U.S. and French culture.

Coke’s Values

French Values

9 COCA COLA VALUES

COCA COLA VALUES

Some key Coca-Cola values are: Passion for your work Humility Professionalism Ethics Team work

10 CONSTRAINTS IN FRANCE

CONSTRAINTS IN FRANCE

Coca-Cola has a long and unique history in France. Its presence has evolved over time, with a widening and growing distribution network and growing client and customer base As Coca-Cola Enterprises France is, in essence, a French company with little interference from the U.S. headquarters, there is minimal effect of constraints

11 ADAPTATION TO FRANCE PART I – THE DISNEYLAND PARIS SYNDROME

ADAPTATION TO FRANCE PART I – THE DISNEYLAND PARIS SYNDROME

Key date for adaptation comes in 1996, when the French company came under direct control of Coca-Cola in the U.S. At first, it was the “Disneyland Paris effect” – American managers were brought in who did not know the local business climate, culture, or history Coke tried to make the French company a carbon copy of the American one

12 ADAPTATION TO FRANCE PART II – THE KEY IS HUMAN RESOURCE MANAGEMENT

ADAPTATION TO FRANCE PART II – THE KEY IS HUMAN RESOURCE MANAGEMENT

A vital element to succeed in France is to take the time to learn the language, to understand cultural means of communication; It is critical to choose job assignments overseas with care and insight; The second batch of American managers were eager to live in France, had taken the time to learn French, and were open to learning how things were done in the past.

13 ESSENTIAL ADVICE

ESSENTIAL ADVICE

Local people need to be involved and part of the decision making process Knowledge of language and culture is not a luxury – it is a necessity There needs to be a synthesis of local values and global vision

14 ? ? ?

? ? ?

?

Similarity to Starbucks’ Philosophy

Starbucks CEO Orin Smith’s 5 Lessons on Expanding Overseas

…YES!

Don’t assume the market is like America, no matter how similar the culture; Set up partnerships abroad to grow faster; Never become better at opening stores than operating them; Hire locally for both managers and rank-and-file employees; Adapt to local culture and tastes.

Does Coca-cola France adhere to these philosophies?...

15 Sources

Sources

Christian Polge, Directeur General, cpolge@ge.cokecce.com, 01 58 00 29 08 Marie Garnier, Assistant to the Directeur General, 01 58 00 29 08 “A Lesson in Real Coffee Culture,” Shirley Leung, Wall Street Journal Europe, December 15, 2003. Class discussions, slides, and handouts.

16 OUR TEAM

OUR TEAM

Mutaz Al Maani R?sidence Expansiel, 01 39 67 8162 Dung Nguyen R?sidence Expansiel, 01 39 67 8454 Carlos Palacios R?sidence Expansiel, 01 39 67 8117 Brian Piech R?sidence Expansiel, 01 39 67 8353 Cosmin Andrei Rotaru R?sidence Expansiel, 01 39 67 8707 Eduardo Siqueria R?sidence Expansiel, 06 87 43 9174

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