Coca-Cola Employing Business Intelligence to Transform its Business
| Case Code: ITSY112 Case Length: 15 Pages Period: 2010-2020 Pub Date: 2020 Teaching Note: Available |
Price: Rs.500 Organization: The Coca-Cola Company Industry: Food & Beverage Countries: United States Themes: Technology Strategy, Machine Learning, Big Data Strategy,Artificial Intelligence |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Business Intelligence (BI)
BI consisted of all the processes and methods of collecting, storing, and analyzing data from business operations to provide a complete view of the business. BI also comprised the strategies and technologies used by enterprises for the data analysis of business information. BI technologies provided historical, current, and predictive views of business operations. Larger, more complex structured companies created more data and required more extensive and refined BI platforms, which prompted them to employ Enterprise BI (EBI) tools..
The Various Forms of BI at Coca-Cola
Coca-Cola had a long history of implementing BA, an important area of BA being its volume and sales reporting and forecasting that included both the company and its bottler franchisee system. Another area where BA was applied was marketing performance and spend analysis. The company did a lot of dash boarding and reports that presented data on what was happening with regard to sales, volume, and marketing. The company used historical data to project a rolling 13-month forecast window..
Challenges
Analysts pointed out that a company like Coca-Cola sold hundreds of different products across multiple countries. Thus, perceptions and customer behavior could differ significantly from market to market. That posed a significant challenge for Coca-Cola in designing distinctive EBI solutions as per territory requirements. Analysts contended that understanding these differences would help Coca-Cola to frame customized branding messages for different markets, rather than depending on a common approach..
The Road Ahead
As the sales of sugary, carbonated drink products had begun to decline in recent years, Coca-Cola was depending on BI to help produce and market healthier options such as orange juice. The company was also analyzing weather data, satellite images, information on crop yields, pricing factors, and acidity and sweetness ratings, using BI to ensure that orange crops were grown in the best way, and that a uniform taste was maintained..
Exhibits
Exhibit I: The Coca-Cola Company Timeline
Exhibit II: The Coca-Cola Company and Subsidiaries Condensed Consolidated Statements of Income
Exhibit III: Top EBI companies Information
Exhibit IV: Enterprise Information Management
Exhibit V: Share of Business Intelligence Revenue by Industry 2019 in the US
Exhibit VI: Social Media Companies Information
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