The Coca-Cola Company’s and Nestle’s Global Marketing and Human Resource Strategies

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Table of Contents

The Coca Cola: Summary
Nestle: Summary
The Coca Cola Company: Global Marketing Strategies
Nestle: Global Marketing Strategies
The Coca Cola Company: Human Resource Strategies
Nestle: Human Resource Strategies
The Source of Competitive Advantage of The Coca Cola Company and Nestle
Possible Changes in The Coca Cola Company and Nestle
References

The Coca Cola: Summary

The first company under consideration is the Coca Cola Company, and it is one of the world’s largest enterprises producing the nonalcoholic beverage. At present, it operates in more than 200 countries, and its brands include Coca-Cola, Sprite, Fanta, and other drinks (“About the Coca Cola Company,” n.d.). However, the variety of products manufactured by this corporation is not limited to them, and it also sells coffee, tea, dairy and plant-based beverage, and presents numerous options for the customers to lead a healthy lifestyle (“About the Coca Cola Company,” n.d.). Thus, this leader on the market is focused on various categories of buyers while maintaining the quality of its offers.

Nestle: Summary

The second company selected for comparison is Nestle, and it is also a provider of various drinks. They range from coffee, cocoa, and malt beverage to different types of tea (“Connecting through our brands,” n.d.). This corporation’s iconic coffee brands include Nescafé and Nespresso alongside Milo, one of the most popular chocolate malt drinks on their markets of operation (“Connecting through our brands,” n.d.). In the same way, Nestle is primarily oriented on population health and corresponding needs. They are considered when producing high-quality nutrition for mothers and infants based on scientific research and other milk products for families.

The Coca Cola Company: Global Marketing Strategies

The Coca Cola Company implements a method known as one brand strategy. In alignment with the United States’ One Brand marketing policy in developing products such as Coca-Cola®, Coke Zero™ and Coca-Cola Life® adds to the offers’ relevance (“Coca-Cola’s global one brand strategy and Sprite® make Big Game debut,” 2017). The marketing mix variables are low prices, a variety of small package sizes, creative advertising, and continuous expansion of activity (“Coca-Cola’s global one brand strategy and Sprite® make Big Game debut,” 2017). The market segmentation is behavioral since the corporation focuses on the people who need healthy options, and the pricing approach is to remain competitive yet affordable.

Nestle: Global Marketing Strategies

Nestle implements the strategy Good Food, Good Life, different from the one of the Coca Cola Company regarding the degree of flexibility while sharing similarities. The former is conditional upon the corporation’s focus on changing customers’ needs instead of conducting the One Brand product policy while neglecting the shifts in demand (“Strategy,” n.d.). In turn, the latter relates to the emphasis on quality and accessibility (“Strategy,” n.d.). The marketing mix variables are unique offers for health and wellness, adjustable price, excellent marketing and sales networks, and advertising of “good things in life” (“Strategy,” n.d.). The market segmentation is behavioral, and pricing is performed with regard to products’ value.

The Coca Cola Company: Human Resource Strategies

The human resources processes of The Coca Cola Company can be characterized by the analysis conducted for determining each employee’s suitable position regarding their skills and business requirements. Therefore, the continuous increase in staff following the expansion to new markets while maintaining their productivity is performed by carefully considering all aspects. The company also puts much effort into the initiatives to forecast any changes and timely address the emerging gaps (UK Essays, 2020). This is done with the help of training modules for employees and developing specific criteria for hiring new workers. In this way, the corporation efficiently manages its personnel.

Nestle: Human Resource Strategies

On the contrary, the strategy of Nestle regarding staffing and retaining talent is based on empowering all people willing to work for the company rather than carefully selecting workers. They are particularly oriented on the provision of career opportunities for women and young people as the most vulnerable population groups (“Our people,” n.d.). Moreover, the company’s high-performance culture is based on its emphasis on diversity and particular attention to the organizational structure and standards. The former is reflected by distinguishing people’s safety, health, expertise, and cooperation as key components of their work. The latter includes policies of conduct in various spheres, such as maternity protection or risk management.

The Source of Competitive Advantage of The Coca Cola Company and Nestle

As follows from the analysis conducted above, the competitive advantage for the Coca Cola Company and Nestle differs depending on their primary focuses in regular operations. In the case of the first company, it implies the orientation on the promotion of a strong brand image, which seems conservative from the perspective of common practices. It is complemented by affordable prices for a variety of popular options and ensures the correspondence of people’s skills to actual operating needs. Meanwhile, for Nestle, the advantage of the operation markets depends on its capability to readjust the efforts and promote innovation. It is combined with its emphasis on all employees’ importance instead of focusing on experienced workers, which adds attractiveness to the business.

Possible Changes in The Coca Cola Company and Nestle

In both companies, there are gaps, which can be addressed through the introduction and adoption of new practices. For the Coca Cola Company, they will be the initiative on increasing flexibility to efficiently cope with possible crises and adding innovation to the standardized products to improve their attractiveness. In addition, it is advised to reconsider the strict rules for human resources to provide more people with jobs. As for Nestle, the suggested measures include the change in the pricing schemes, which seem ambiguous and, therefore, insufficiently effective, and the modification of hiring procedures to ensure workers’ suitability to tasks. It is clear that their current policy is advantageous, but it might present risks for performance quality.

References

About the Coca Cola Company. (n.d.). The Coca Cola Company.

Coca-Cola’s global one brand strategy and Sprite® make Big Game debut. (2017). The Coca Cola Company.

Connecting through our brands. (n.d.). Nestle.

Our people. (n.d.). Nestle.

Strategy. (n.d.). Nestle.

UK Essays. (2020). Human resource processes at Coca Cola. Web.

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