Map the Supply Chain Paper

798 Words Oct 8th, 2014 4 Pages
Abstract
The Coca-Cola Company is one of the best known brands in the world because of their commitment and effective marketing strategies. The company understands their target markets and the logistics required to have their products reach their customers across the world. The Coca-Cola Company uses an efficient, extensive network of distributors to reach retailers, and ultimately, their consumers, making their products available when and where customers want them. Map the Supply Chain Paper
The Coca-Cola Company is America’s number one soda brand and has been consumer’s drink of choice for decades. Coca-Cola does not sell just for its great taste, but also for its effective marketing strategies and sustainability. According
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2011).
Vertical Marketing System
The company utilizes a contractual channel system that requires all channel members agree to collaborate by contract. This system provides Coca-Cola with stable sources of suppliers, more control of distribution and quality, more buying power, and less overhead (Perreault et al. 2011). The company utilizes a set of values and principles established to set the expectations of channel members called the Supplier Guiding Principles (The Coca-Cola Company, 2014). These guidelines and principles set forth acceptable workplace practices that comply with local labor and environmental laws. Suppliers are expected to comply and establish business procedures to ensure these guidelines are followed per their contract with Coca-Cola. To ensure compliance is taken seriously, Coca-Cola conducts discretionary, third-party audits of their suppliers to verify guidelines are adhered to. According to their agreement, Coca-Cola has the right to terminate their contract with suppliers who are found to be non-compliant (The Coca-Cola Company, 2014).
Supply Chain
The supply chain, the complete logistics and intermediaries involved in the making and physical distributing process of Coca-Cola, begins with the manufacturing of the product itself. The Coca-Cola Company is responsible for the production and sale of concentrates, beverage bases, and syrups, as well as the marketing strategy for

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