With the rapid development of economy and the continuous progress of society, people are more and more aware of the importance of people, and the people-oriented concept is gradually rooted in people's hearts. Especially in the era of fierce competition, the competition between enterprises is the competition of talents, and establishing their own competitive advantage is the key to the survival and development of any enterprise. The following is a sample article I collected for you about employee motivation in Coca-Cola Company. You can have a look if you want to know!
Chapter 1 Overview of Coca-Cola Company
Company profile 1. 1
The formula and name of Coca-Cola Company were invented by its partner Asa Candler in 1892. The Coca-Cola Company, headquartered in Atlanta, Georgia, USA, is the largest beverage company in the world. Besides Coca-Cola, the most valuable brand in the world, it also produces three of the top five beverages in the world (Diet Coca-Cola, Sprite and Fanta) and a large number of other kinds of beverages. Include soft drinks, sports drinks, etc. It is also the largest distributor of fruit juice drinks in the world. Coca-Cola, which ranks first in the United States, has gained more than 40% market share, while Sprite is the fastest growing beverage. Other brands include: Barq's root beer, Fruit Country and Surge.
1.2 company operating system
Incentive system For a long time, coca-cola bottle Company, a subsidiary of Coca-Cola Company, has always attached great importance to employee motivation. In order to encourage employees to do a good job, the company has invested a lot of resources and often provides employees with various rewards, including gift cards, items with company logos, tickets for sports meetings and so on. However, there is a big problem with the company's incentive policies: no one tracks the implementation effect of these policies. In the past, most incentive projects were implemented according to the requirements of the leaders, or they were carried out according to the requirements of the leaders, instead of considering how to be consistent with the company's strategy or bring better return on investment (ROI).
Management system in Coca-Cola (China) Co., Ltd., "Humanized management is something flowing in the blood of managers? . Coca-Cola Company has developed for 1 17 years. After years of summary, it has established a very perfect management system, and every action has rules to follow, which makes people easily think of "harsh system management?" A few words. However, delicious can be.
Le (China) Co., Ltd. proposed "iron discipline, love education? The principle of management, this humanized system management makes employees have a high degree of loyalty to the enterprise and full of brotherhood and sisterhood to colleagues. Under this management system, everyone is sincere, reasonable and happy. " Treating employees with sincere attitude from the heart should be the core concept of humanized management. ?
Communication system It is generally believed that Coca-Cola Company has a huge business, and managers certainly don't have much time to communicate with the lower levels. But this idea is absolutely wrong in the Coca-Cola system. Here, the management is in close contact with the grassroots: the general manager will arrange a day to communicate with employees every month and visit the market at least once or twice a week. During the period of SARS in April and May, 2003, we even achieved the goal of being in the market with employees every day. This is a high expression of the close harmony between all levels of the company.
The human resource development and training system attaches importance to employee training, which is an important reason why Coca-Cola Company can flourish. Claudia of Coca-Cola Personnel Department said: Coca-Cola is a company that trains talents, and the production of carbonated drinks is only our sideline.
1.3 brand culture 1. The establishment and realization of long-term corporate image goal is the basic strategy to become the most valuable brand in the world. Coca-Cola and Pepsi are the earliest enterprises in the world that pay attention to trademarks and brands.
2. Clever and generous marketing strategy. Effective and consistent advertising and promotion, focusing on packaging and visual image, the company's huge investment in advertising fees and successful image building in the hearts of consumers around the world are the basis for continuous progress.
3. A brand is alive and has its own personality. A good brand can build deep feelings with consumers. When using and accepting brands, brands must consider consumers' daily experiences, feelings, concepts, attitudes and psychological needs.
Establishing a brand is actually shaping a distinctive personality. The owner of the Coca-Cola brand always believes that the reason for our success lies in the friendly atmosphere we have created. Consumers actually want to be integrated with Coca-Cola. ?
1.4 product category
Coca-Cola Company produces and sells concentrated drinks and fruit juices. Its product, Coca-Cola, is a kind of beverage, which is made of juice extracted from leaves and fruits of two plants, Coca-Cola and Coca-Cola. As the main department of the company, the annual sales of soft drinks account for about 80% of the company's total sales. Soft drinks account for 88% of the company's total profits. Coca-Cola America is the largest seller of Coca-Cola Company. The food department of the company produces and sells frozen concentrated citrus and various fruit juices, lemon crystals, coffee and tea. The liquor department produces and sells various brands of liquor.
Mainly sold in the domestic market, it is the fourth largest alcohol producer and seller in the United States; The company also produces plastic films and other consumer goods, such as deodorants and wet tissues. Coca-Cola established bottling plants in China, Tianjin and Shanghai as early as 1927, and returned to the China market in 198 1 with the reform and opening up of China, and successively established joint venture bottling enterprises in Beijing, Dalian, Nanjing, Xi 'an, Wuhan, Hangzhou and Guangzhou, and in 1 year, soft drinks.
Pure water ice dew: it is pure drinking water listed at 20011. It comes in four kinds of packages, ranging from 350 ml to 18.9 l ... existing tastes: pure water without seasoning; Sales cities: Beijing, Dalian, Harbin, Kunming, Nanning, Qingdao, Shenyang, Taiyuan and Wuhan. Mineral water: heaven and earth. 1996 Tianhe bottled water is mineral water with minerals such as sodium, potassium and magnesium added. It comes in five kinds of packages, ranging from 550ml to18.9l. Sales cities: Shanghai, Zhuhai, Beijing, Dalian, Harbin, Qingdao and other places.
Vitamin drinks: cool music. Originated in new york? Coolex vitamins? Since it was launched in new york in 2000, it has been popular in Los Angeles, London and other places, and has become a fashion choice for city celebrities, rock stars and trendsetters. Fashion and nutrition? Coolex vitamins? It satisfies all people's different expectations for fruity nutritious drinks, and it is no longer a dream to drink nutritious and fashionable drinks. Existing brands: small universe, perfect complement, nocturnal spirit, awakening element; Sales cities: Shanghai, Beijing, Qingdao, Tianjin, Chongqing, Shenzhen and other cities.
Chapter II Staff Training and Development of Coca-Cola Company
2. 1 training phase
In Coca-Cola Company, training is also divided into three levels: high, medium and low. The training of senior staff is mainly based on the training plan provided by the headquarters training and development team. For example, some senior managers are selected by foreign professors to go to Tsinghua University for one-month training every year. The training of middle-level employees is mainly to master new management knowledge and new skills, and excellent employees will go to Xiamen University for training for one month. As for ordinary employees, it focuses on the professional skills training of posts. In training, they mainly pay attention to employees with great potential and strong ability. These trainings are mainly to provide them with more knowledge and skills in new fields to meet their job needs after promotion. Middle-level backbone employees and grassroots backbone employees are generally the focus of enterprise training, and the company will concentrate resources to strengthen their training.
2.2 Training Trilogy
1. Basic training Basic training includes induction training, company rules and regulations training, company corporate culture training, personal motivation training, etc. Through these trainings, employees can understand the development history of Coca-Cola, the development process of Coca-Cola (China) Co., Ltd. and the essence of the enterprise.
God, Coca-Cola management system, Coca-Cola quality system, Coca-Cola production system and inspection system, Coca-Cola humanistic culture, Coca-Cola marketing culture, Coca-Cola rules and regulations, etc. What is the purpose of these basic trainings? Through these trainings, supplemented by personal motivation training, employees can be proud of Coca-Cola, new employees can be put into work as soon as possible, and old employees can adjust their mentality and rekindle their work passion. At the same time, it can make employees have lofty goals and ambitions, optimistic and enterprising mentality, lasting patience, strong self-confidence, excellent quality, strong sense of responsibility and persistent learning attitude. They are a blank sheet of paper, and their working experience in Coca-Cola Company allows them to paint a wonderful life on this paper. ?
2. Business Skills Training The business skills training of Coca-Cola Company is to conduct business skills training for on-the-job personnel according to the needs of various positions determined by the company's development. What is the training policy? What to do and what to learn; What is missing? . The goal of training is to improve the practical working ability or labor skills of on-the-job employees, so that they can become talents in their posts, meet the post requirements and meet the needs of enterprise development. It is understood that this training is very detailed and comprehensive, including pyramid training, business visit training, negotiation skills training, development skills training, customer mentality and marketing training. Through these trainings, business personnel can learn basic sales skills in the shortest time and promote the realization of the company's profit objectives; Sales representatives can know more clearly how to seize opportunities, thus improving the effectiveness of their work. At the same time, business skills training is also carried out regularly or irregularly by the old business backbone (director or manager); For the old business backbones, they will participate in the training of higher management departments in batches, constantly sum up experience from practice and improve their business skills under the guidance of theory. It is precisely because of these trainings that the company's marketing work has been carried out very well and it is far ahead in the beverage industry.
3. Management Skills Training In terms of management skills training, it is mainly to provide continuing education for professionals. According to the needs, there are different types of training: first, knowledge expansion training, which is used to change the intelligent structure of talents and cultivate compound talents. Second, the new training of knowledge, update the knowledge system in time, stay ahead of the times, and let the Coca-Cola system always be the leader of the times. It is reported that Coca-Cola (China) Co., Ltd. has a training center in Tianjin, which is responsible for lectures on Coca-Cola's production process, technical training and personal expertise. In addition, the company also jointly established the Coca-Cola Management College with Fudan University to train senior managers. Many foreign information, management concepts and Coca-Cola cases are concentrated here for research.
2.3 Core values of Zhongke Group
Training culture: Training culture is an important organizational component of enterprise behavior culture, and it is the general name of the * * * consistent values, codes of conduct, basic beliefs and corresponding system carriers about training function gradually formed by enterprises in training activities.
1. Keep your word: say what I do and do what I say; Objective and fair, seeking truth from facts; Go beyond yourself and take the initiative to invest.
2. The above performance: use performance to prove strength; Achievement is the highest honor; Maximize shareholder value.
3. People-oriented: caring about each other's needs and interests; To gain the respect of others, we must first learn to respect others; People-oriented does not mean self-centered.
4.*** Create a win-win: everyone wins is the big winner; Establish a mutually beneficial partnership; Maximize the interests of the team, and the success of the team will drive the success of the individual.
chapter three
Coca-cola company's incentive mechanism two-factor theory, also known as? Incentive medical care theory (heuristic-incentive factor)? One of the representatives of motivation theory was put forward by American psychologist Herzberg in 1959.
According to this theory, there are two main factors that cause people's work motivation: motivation and health care. Only incentive factors can bring people satisfaction, while health care factors can only eliminate people's dissatisfaction, but they will not bring satisfaction.
3. 1 material reward
Material motivation refers to the use of material means to make the motivated people get material satisfaction, thus further mobilizing their enthusiasm, initiative and creativity. Material incentives include funds, prizes, etc. Stimulate their motivation to work hard by meeting the requirements. Its starting point is to care about the vital interests of the masses and constantly meet their growing needs for material and cultural life.
3. 1. 1 Prizes and bonuses
Incentive of prizes and bonuses is a widely used incentive method to mobilize the enthusiasm of employees. This is a reward for employees' unconventional work performance. It can make up for the deficiency of the basic wage system and organically combine the contribution of employees, income and enterprise benefits.
3. 1.2 Travel and promotion incentives
Promotion is an important incentive measure for enterprises. The enterprise post promotion system has two major functions, one is to select outstanding talents, and the other is to stimulate the working enthusiasm of existing employees. It is of great significance for enterprises to promote excellent employees from within to higher and more important positions, both for employees and for the development of enterprises.
Tourism is the right to satisfy employees' entertainment enjoyment. Only when employees are physically and mentally developed can they be more actively involved in their work and give full play to their own values.
3.2 Spiritual reward
Spiritual motivation, that is, internal motivation, refers to intangible spiritual motivation, including empowering employees, recognizing employees' performance, fair and open promotion system, providing learning and development, further enhancing employees' opportunities, implementing flexible and diverse flexible working hours system, and formulating career development paths suitable for everyone's characteristics. Spiritual encouragement is a profound, complex and far-reaching work. It is an effective way for managers to advocate enterprise spirit through ideological education and mobilize the enthusiasm, initiative and creativity of employees.
3.2. 1 Leadership Incentive
Leadership motivation can improve employees' consciousness, initiative and creativity. Stimulate employees' work enthusiasm and interest, improve employees' work performance and guide employees' activity direction.
Incentive example
The example incentive method refers to the method that leaders choose individuals or collectives who have advanced practices and outstanding achievements in achieving their goals, give affirmation and praise, but require everyone to learn, thus stimulating the enthusiasm of group members.
3.3 Honor Incentive
If employees have made great achievements in their jobs, the company will give praise and encouragement, publicly commend them in the company or Coca-Cola system, publicize their achievements, and make themselves respected and loved by colleagues in the company; Give them different levels of honorary titles, such as? Sales supervisor? And then what? Golden key pacesetter? Wait for the title. So as to encourage them to make greater contributions to the company.
3.4 Work motivation
In terms of work arrangement, Coca-Cola Company assigns challenging and innovative jobs to employees and takes effective measures to stimulate their work enthusiasm. The employees of Coca-Cola Company have a strong sense of accomplishment, and they hope to make extraordinary achievements in their work. It is their urgent desire to ask the company to assign them challenging and innovative jobs. Therefore, in Coca-Cola Company, work incentives are frequently used. It has the irreplaceable characteristics of material encouragement and spiritual encouragement? The effect is effective and lasting.
Chapter IV Conclusion
1. Staff training is the source of strength for the sustainable development of enterprises. The quality of employees determines the quality of enterprises. Only with high-quality talents can we talk about sustainable development. Through training, let new employees integrate into the corporate culture, let old employees supplement new knowledge and skills, and keep up with the pace of enterprise development. Training not only increases the overall value of human capital, but also increases the value of the enterprise itself.
2. Staff training is a high-return investment. The low-quality talent team not only has low production efficiency, but also causes a lot of waste. In a sense, employee training is a high-return investment. Through training, we can improve the quality of employees and achieve the double return of increasing income and reducing expenses.
3. Staff training is an act to meet the needs of both enterprises and employees. Enterprises must have high-quality employees if they want to participate in market competition. Talents must always compete in the talent market? Charging? Absorb new knowledge and skills to improve their competitiveness. Training is not only beneficial to enterprises, but also beneficial to individual employees; Participating in training is not only a support for enterprises, but also a pleasure? Welfare? .
4. Staff training is an important way to cultivate talents. Enterprises need talents, one way is to hire them from outside, and the other way is to cultivate them internally. In contrast, internally trained talents are more suitable for enterprises and can be more integrated into corporate culture.
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