Global Strategy

Global Strategy

Background Information

According to Bonacich and Wilson (2005), “Supply Chain Management is the planning and control of the entire supply chain, from production to transportation, to storage and distribution, through to sales, and back again to production.” Thus, successful global supply chain management is the key to the success of an organization. In this regard, Coca-Cola is still considered one of the most powerful brands in the world (Chan & Lee, 2005). The exemplary beverage maker, which has ruled over the international soft drink market for over hundred years, carried on its 14 year domination at the top in 2013, as per the latest global rankings of Interbrand. Thus, for Coca-Cola, accomplishments like this are derivatives of a vision and a functioning structure that is developed on brilliance. At Coca-Cola Enterprises, also known as “CCE”, the specific bottler of Coca-Cola for its regions in Western Europe, the organization's objective is to be either number one or powerful number two choice in all the categories it contends in. However, on the way to sustainable, long-standing development, CCE comes across similar challenges to a number of other logistics and manufacturing businesses. A foremost priority is substituting dated systems with a reorganized, restructured and updated platform across markets to make a unified view of streamlined and metrics processes.

Successful Global Supply Chain Management Strategy

Coca-Cola Enterprises is one of the leading distributors, producers and marketers of Coca-Cola products in the world. CCE obtains concentrate from Coca-Cola and mixes it with many other ingredients to make the most well-liked beverages in Great Britain, Belgium, France, the Netherlands, Luxembourg, Sweden and Norway (Goldsby, 2012).

In the year 2010, CCE signed a noteworthy deal with The Coca-Cola Company, who will be selling its operations in North America, at the same time as keeping hold of its European regions ...