One of the most iconic soft drinks manufacturers in the world, Coca-Cola has a brand which is recognized throughout the globe. Now, 130 years since its founding, the company has products in more than 200 countries, and sell around 1.7 million products a day. The brand is so well recognized that it is important for the business to communicate effectively with customers, in a continual battle to stay relevant and boost its performance for both customers and the public.As with most companies that have been around for more than a hundred years, Coca-Cola has tried and rejected a number of different ways of reaching out to their customers. In the fast paced world of the Internet, big companies are repeatedly finding themselves outpaced by smaller businesses that are more able to quickly adapt to changing demands. Coca-Cola realized that they needed to be more adaptable, and to be able to scale their business up and down according to the demands of individual customers – in this case final stage buyers such as small retailers and fast-food servers. Coca-Cola needed to have several elements in their new CRM system. One of the most important requirements was the speed of delivery and being able to connect to retailers and distributors throughout t

One of the most iconic soft drinks manufacturers in the world, Coca-Cola has a brand which is recognized throughout the globe. Now, 130 years since its founding, the company has products in more than 200 countries, and sell around 1.7 million products a day. The brand is so well recognized that it is important for the business to communicate effectively with customers, in a continual battle to stay relevant and boost its performance for both customers and the public.As with most companies that have been around for more than a hundred years, Coca-Cola has tried and rejected a number of different ways of reaching out to their customers. In the fast paced world of the Internet, big companies are repeatedly finding themselves outpaced by smaller businesses that are more able to quickly adapt to changing demands. Coca-Cola realized that they needed to be more adaptable, and to be able to scale their business up and down according to the demands of individual customers – in this case final stage buyers such as small retailers and fast-food servers. Coca-Cola needed to have several elements in their new CRM system. One of the most important requirements was the speed of delivery and being able to connect to retailers and distributors throughout the globe quickly.Coca-Cola had tried several different systems but found that they were not 100% able to provide the connection that the company wanted. This meant that corporate and customer relations managers were not able to interact with field reps or bottling departments in time. One of the biggest issues was in the technical and repair departments, where there were slow sync uptimes, frequent down times, and users were generally dissatisfied with the service.Coca-Cola is a large company dealing with and supplying to final buyers and retailers to reach the customer.
1. What are does Coca-Cola need to do to streamline their processes?