Recently, I have perused Aurora Qiu’s blog post analyzing Coca-Cola’s recipe for success. As Professor Mahesh Nagarajan mentioned in class, “well-organized supply chain management and operation” are integral elements in Coca-Cola’s triumph over most beverage companies. An expert in management studies, Mr.Nagarajan certainly has a point, but I do believe that more factors contribute towards such success.

An article I stumbled upon explicates Coca-Cola’s sale strategies, which I believe complement the post’s sole focus on internal efficiency boost. Coca-Cola’s product and customer differentiation particularly catch my eyes. I realized that Coca-Cola does not only produce coke: An array of time-tested products from Sprite to Vitamin drink allows Coca-Cola access to customers with diverse tastes and needs, enabling it to expand market share to include people with different lifestyles. For instance, I myself dislike carbonated drinks, but I drink Glacéau Vitaminwater and Minute Maid, which are also brands under Coca-Cola. In addition, observant eyes will be astonished by Coca-Cola’s omni-presence: I have seen its brands even in shabby selling booths of rural Cambodia and canteens in crooked lanes of small Chinese cities. This would be impossible if Coca-Cola could not achieve “superior delivery”. I can never deny that supply-chain management and efficient operation contribute to Coca-Cola’s success, but no matter how many goods are produced at how fast a rate, a company has to sell them as quickly as possible to make the most of profits.

Reference:

“Behind the Success: A Modern Operation System for a Classic Beverage” <https://blogs.ubc.ca/yutianqiu/2014/10/04/behind-the-success-a-modern-operation-system-for-a-classic-beverage/>

“Who dares wins-success through intelligent risk” <http://businesscasestudies.co.uk/coca-cola-great-britain/who-dares-wins-success-through-intelligent-risk/key-aspects-of-coca-colas-business.html#axzz3FJqhNNcB>

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