Overview

Industry Profile

The beverage industry in Pakistan has grown over the time. The industry produces soft drinks,
juices, syrups, milk, and squashes. With about 170 units currently in operation throughout the
country, both upstream and downstream industries have grown and are flourishing.

Industry, currently having a size of little over 120 million cases per annum with an annual growth
of around 10-15 per cent, has the potential to double its size in the next 3-5 years. Soft drinks
market in Pakistan is growing rapidly. And the carbonated category is the leader in the soft drink
market with a share of 63.7 %. This reflects such a huge market to cater. The beverage industry in
Pakistan has a lot of potential and room for growth and development.

Company Profile

The Coca Cola Company

The Coca-Cola Company (TCCC) was first introduced by John Syth Pemberton, a pharmacist, in
the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass
kettle in his backyard. He first “distributed” the product by carrying it in a jug down the street to
Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated
water was teamed with the new syrup, whether by accident or otherwise, producing a drink that
was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-
Cola is enjoyed.

Coca-Cola currently offers nearly 400 brands in over 200 countries and serves 1.5 billion servings
each day. Coca-Cola’s main competitor is PEPSI, as we know there is a similarity in the taste of
the soft drinks produced by both the companies, but coke’s reputation, taste and huge varieties of
its beverages has gained the customer satisfaction and made the company market leader.

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Pepsi is often second to coke in terms of sales, but outsells in some localities.

*In terms of sales

CCBPL Management Structure

CCBPL has divided the whole Pakistan in two regions named as “Southern business unit” (SBU)
and “Central business unit” (CBU). Karachi, Rahim Yar Khan and Multan plants are monitored
by SBU General Manager (GM) while the other plants Lahore, Faisalabad, Gujranwala,
Rawalpindi and Peshawar are monitored by CBU General Manager (GM). You can better
understand from this organization chart. It is shown in this diagram that the whole country is
divided in to two parts on the basis of geographical regions. And the whole country is controlled
and monitored by a “Country Manager”.

2020 Vision of CCBPL

Vision

Be the outstanding beverage company leading the market, inspiring people, adding
value through excellence.

Mission

Build a sustainable and profitable business through refreshing consumers,

partnering with customers, delivering superior value to shareholders and being
trusted by communities,

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Values

 Passion: We put our hearts and mind into what we do.

 Accountability: We act with high sense of responsibility and hold ourselves accountable.
 Integrity: We are open, honest, and ethical and we trust and respect each other.
 Teamwork: We collaborate for our collective success.

Goals

 People and Organizational Leadership: Build a highly capable organization and be the
employer of choice.
 Commercial Leadership: Profitably deliver superior value to consumers & customers at
the optimal cost to serve.
 Supply Chain: To be the best in class consumer demand fulfillment organization that
exceeds customer expectations highest in quality, lowest in cost, in a sustainable, socially
responsible manner.
 Operational Excellence: Create a culture of Operational Excellence to support continuous
improvement of our business process and systems.

Human Resource Management (HRM) Practices at Coca Cola

Coca Cola considers human resources as a key department. A responsibility of Human Resource
department is to provide a method of employee recruitment and retention that produce maximum
employee satisfaction and performance on the job. Coca Cola place great emphasis on people
development so that people and organization perform at maximum capacity in a highly effective
manner. Following are the main activities of Coca Cola HR department:

1. Planning and forecasting

2. Recruitment & Selection
3. Training & Development
4. Performance Appraisal
5. Compensation & Benefits

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1. Planning and forecasting

 Coca Cola HR department involves in company strategic planning and they also make
sufficient planning for hiring new employees in the future.
 Coca cola forecasts for the expected employees needs in the organization it’s basically
done on the change of technology and increasing in productivity.
 After planning, this report is sent to the head office for the approval. If the approval is
given from the head office, the recruitment process is started.

2. Recruitment and Selection

Cokes recruitment process is well established 1st of all the company gives ads in newspapers,
company website, institutions etc. Once the company receives an application form from the
candidate with required document and CV, he will be called for the interview.

Recruitment process is of two types:

A. Internal recruitment
B. External recruitment

A. Internal Recruitment

Internal recruitment-recruiting source seeking applicants for positions from among the ranks of
those currently employed. There are some Advantages of internal recruitment.

i. Better assessment of candidates

ii. Reduces training time
iii. Faster
iv. Cheaper
v. Motivates employees

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B. External Recruitment

External recruiting—recruiting source seeking applicants for positions from outside the
organization.

Advantages:

 Increases diversity
 Facilitates growth
 Shortens training time

Disadvantages:

 Expensive
 Slower
 Less reliable data

Recruitment Sources

That source which help the company in identifying and attracting potential employees. The major
recruitment sources are following:

 Media Advertisement
 E-recruitment
 Employment agencies
 Executive search firms
 Special events recruiting
 College Recruiting
 Summer internships

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Selection process

The selection process will vary depending on the position the applicant is applying for, as one
process can’t fit all the different roles we have here at CCE. However, in most cases a combination
of any of the following tools will be used.

 Interview
 Group exercises
 Presentations
 Psychometric tests
 Role-play/situational exercises
 Group discussion.

Orientation

After hiring the suitable employee informal orientation is given, there is no such kind of formal
orientation program is available at Coca Cola. As there is no such kind of rocket science in this
organization, so they don`t need any formal orientation program. They verbally tell about the
organization and employee duties and responsibilities that he or she have to perform at the job.

3. Training and Development

There is formal training and development are given to the employees, even they provide formal
couching train their employees that how to handle mistakes and solve problems, they provided
formal induction buddy, formal necessary training and necessary rules and regulations guidelines
to their employees. When the manager points out some mistake of the employee while performing
his or her duties, immediately manager corrects them and guide his or her employee that how he
or she should have to perform the task.

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Learning Center

CCBPL owns its own training center for employees. It also owns a university known is KUODS
in it. Employees are given change to diversify their skills in this learning center.

Suppose an employee is masters in Mechanical engineering, but he is good in marketing so CCBPL

is having capability to diversify and enhance the skills of its employee according through its
learning center in Lahore.

Employee Development

Career progression at CCBPL is based on potential. They carefully analyze abilities through
experience, performance ratings, qualifications and competencies and in of strive for excellence,
they ensure that your potential is put to its best and most efficient use in our various departments.

The CCBPL Capability Development Wing would be focusing on organizational competencies in

order to bridge the skill gap leading to superior performance as well as create focused training &
development plans for our employees. With the introduction of new training methodologies in the
Sales Capability Development they would be developing a superior Sales Force that is Business
driven.

4. Performance Appraisal

Coca cola performance appraisal is annually they appraise the employee due to their performance
about goals of the organization .they set the goals started the year and tell the employees about the
goal if the employees achieve this goal they appraise the employees.

Steps in appraising performance

 Define the job

 Appraise the performance
 Provide feedback

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Define the job

Making sure that you and your subordinate agree on his or her duties and job standard.

Appraise the performance

Comparing your subordinate’s actual performance to the standards that have been set.

Provide feedback

Discuss the subordinate performance and progress, and make plans for any development required.

5. Compensation and Benefits

In Coca-Cola, HR department manager says that employees are our assets, there for we are
careful about their health and benefits. We give following compensation and benefit.

 Annual incentives
 Provident fund & gratuity
 Health & life insurance
 Competitive compensation
 Engaging wok environment

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Traditional HR versus Strategic HR

Coca cola is using strategic HR

CCBL is working very well its strategies are successful towards the whole world and this is making
progress by the passage of time. It is definitely clear that CCBPL are using the concept of SHRM
instead of Traditional HRM. The main reason why they are so much developed is due to the people.
According to CCBPL employees are the assets of their company.

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