Functional analysis of business activities is conventionally perceived as a top-down disintegration, which starts or commences with the comprehensive aims and goals of the organization, pinpointing the functions, which attain those goals, and thereafter festers those functions as well as activities down to the level of transactions which are recurrent and cyclical. To be more precise, functional analysis brings into play organizational analysis that encompasses the analysis of the corporate setting and the regulatory setting as well and takes into account the transactional and structural analysis.
In essence, structural analysis takes into account examining and investigating the bits and piecing that constitute the whole, while, on the other hand, transactional analysis takes into account examining or scrutinizing the actions themselves in a more specific way. The purpose of this paper is to analyze the functions as well as responsibilities of a typical business or organizational units in Coca-Cola. The paper will take into consideration the current trends and best practices characteristically perceived in functional units as well as the manner in which such current trends could be employed to improve the business performance in Coca-Cola Company.
Marketing Function
The marketing function is an important function in any organization as it ensures that the business operations of the company ultimately meet the needs of its consumer base. All organizations seek to have a unique and distinguishing marketing mix. The marketing function is a huge resource to an organization and some of the variables might encompass the market share and the market position of the organization. Other aspects include the reputation of the organization in the society, its position as a market leader and also the mix and depth of the organization's product portfolio. In general, the marketing function of any organization encompasses the 4Ps which are place, price, product and promotion (Saxena, 2006).
One of the major current trends in the marketing function is the rise of the news feed with regard to social media. In the contemporary times, social media accounts for a major portion of the time spent on the internet, with about sixty percent of this duration of time being spent on mobile devices. The current trend is that the culture and philosophy of personalization will only be more widespread in the forthcoming periods. As a result, it will make pertinent content as well as accurate targeting more significant than ever (Kottler and Keller, 2011).
Additionally, this is not simply on Facebook, this trend can be seen taking place in all the social network platforms and in search engines which have been personalized, electronic commerce websites, as also in traditional news media. This trend can have a large significance to Coca-Cola. The organization can apply the news feed information on the different social networks such as Facebook and Twitter as well as Instagram to know what the consumers are talking about with respect to the products of the company. This in turn will enable the organization to adapt its products to suit the satisfaction of the consumers' evolving needs and wants. What is more, the organization can use this information to compete in the marketing terms with rival organizations such as Pepsi (Kottler and Keller, 2011).
R&D Function
The research and development (R&D) function of an organization is linked with the innovation, novelty, and development of new products. Whereas this is very significant, the development of already existent products is of similar importance for the reason that the preferences of the consumers are constantly changing. R&D is a significant way of attaining future growth and sustaining a pertinent product in the industry and marketplace. The main purpose of the R&D function is to create and produce goods as well as products that meet the needs of the consumers of tomorrow. In an organization that is well-run, such as Coca Cola Company, R&D have firmly commercial purposes of advancing the business goals of the company by generating better products, to enhance operational procedures and to offer expert advice to the consumers and also the rest of the organization (Martin, 2014).
Moye (2013) notes that, Coca Cola has 6 research and development centers across the globe and are connected to external technology assessment and acquisition (ETA) centers, which link the corporation with partners, capitalists, technology startups and institution of higher education academics. One of the current trends in R&D is the advancement in light tube technology. This technology generates new-fangled, and developed lighting for chillers or cool boxes and even though that may perhaps appear like a minor aspect, this R&D discovery is of great importance.
Coca-Cola...
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