Problem Statement
The Coca-Cola Company (established in 1886) manufactures and sells various types of beverages internationally. Precisely, it is majorly involved in the production of refreshments (nonalcoholic drinks) as well as energy-giving beverages most of which are carbonated (Bodden 2009, p. 137).
These include flavored waters and carbonated energy drinks. In addition, Coca-Cola also produces ready to drink carbonated waters. Conversely, the ‘still beverages’ produced by the company are not carbonated and hardly contain alcohol.
Examples of these nonalcoholic still beverages produced by the Coca-Cola Company include carbonated energy drinks and waters, enhanced waters, sport drinks, juice drinks, and ready to drink coffee (Bodden 2009, p. 160). The company also produces flavored waters and offers flavoring ingredients, beverage ingredients and sweeteners.
This company majorly carries out the sale of is manufactured beverages under the following brand names, Fanta, Minute Maid and Diet Coke Sprite. The Coca-Cola Company provides its products through distributors, retailers and wholesalers.
The Coca-Cola Company is facing numerous problems, which majorly affect its business strategies. One of such problems includes distribution inefficiency experienced in various countries. In this context, the company struggles to distribute its products to emerging markets.
However, it has programs meant to establish production and distribution plants in various countries so as to meet the growing market demands (Bodden 2009, p. 287). In most cases, distribution outlets are very few and distributers find it hard to distribute products globally. Due to this problem, most of the company’s products are not found in the rural areas. This distribution problem is majorly in conjunction with the investment problem the company is currently facing.
Workplace Motivation as Applied by the Coca-Cola Company
Evidently, motivation is an important provision in an organizational context. It is important to understand its aspects in regard to Coca-Cola Company. Poor distribution network experienced by Coca-Cola can be connected to motivational provisions.
Evidently, organizational behavior studies what people think, experience, and do in and around organizations. This relates to the provisions of motivation in the workplace. Coca-Cola employs numerous employees whose organizational behavior, if not nurtured, might affect the company adversely.
When employees are not motivated, they will hardly behave in the right way. This might force the employer to formulate viable strategies to ensure that the company gains comprehensively from its employees. This supports the aspects of motivation as an influence to the organizational behavior mentioned earlier.
There might be some tensions at workplace when employees are not motivated while there needs are hardly met (Griffin & Moorehead 2012, p. 85). Consequently, this might lead to strikes and hindrance to organizational functions. Motivation will make workers perform their duties with a lot of vigor and strength. With this, the employer will be fully satisfied with the services provided by the workers (Griffin & Moorehead 2012, p.128). This will enhance the company’s productivity, profitability, and expansion to other parts of the world.
Personal drive of an individual is achievable through focus, precise identification of goals, and working persistently towards it. Employee’s needs result from personal drives and motivation in the workplace. It is important to agree that motivated employees exhibit considerable productivity, creativity, and novelty. Additionally, it is also strengthened by social forces. Precisely, distributors of Coca-Cola products are less motivated to distribute the company’s products to the rural areas.
There are four theories of motivation; the first theory is Maslow’s needs theory, which argues that human beings have five basic needs which must be satisfied (Hellriegel, Slocum & Woodman 2001, p. 289). These needs incorporate self-actualization, human safety, self-esteem/self-worth, belongingness, and physiological needs.
Once the employees’ needs are satisfied, they will be motivated to upgrade their productivity and creativity. Application of this theory will vary from one person to the other. As indicated earlier, Coca-Cola Company has failed to provide total motivation to its workers. This has led to the problems currently faced.
The other theory is Aldefer theory, which relies on growth, existence, and relatedness of progression processes. The problem of distribution faced by the Coca-Cola Company is majorly due to slow growth (Hitt, Miller & Collela 2008, p. 314). That is why some of their products cannot even reach some of the rural areas. This theory also applies frustration-regression processes. When the higher needs are not met in this case, people will always try to move to the lower needs.
The third, McClelland’s theory, always emphasizes on the secondary needs. These secondary needs are always adopted and reinforced through social norms and childhood learning. Here, through efforts made by people, they will always want to achieve their challenging goals (Hitt, Miller & Collela 2008, p. 383). The Coca-Coca Company workers lack the concerned vigor because they are not fully motivated.
Additionally, people will always try to improve their image by avoiding conflicts. The last motivation theory is the four-drive theory. In this theory, a person needs to be motivated so as to learn and acquire viable skills.
Contextually, employees of the Coca-Cola Company have failed since they are not able to apply these principles. This indicates the poor distribution network experienced by the company. Additionally, the theory is also based on an individual’s drive to emotionally and rationally operate.
The four-drive theory has some fundamental drives like the drive to search, take control, and maintain personal experiences (Luthans 2008, p. 164). Most employees in this company don’t have that drive and this contributes to its failure.
Motivation can be through performance rewards. These rewards should be given to those who are performers as this would encourage the non performers to work extra hard to obtain the same reward. Additionally, there should be team rewards to encourage cooperation.
The Coca-Cola Company still has the problems because its workers are not motivated. As a result of that, their employees don’t work towards achieving some goal and this in turn leads to the problem of distribution it is currently experiencing.
Organizational Commitment in the Coca-Cola Company
While considering various aspects of organizational behavior (OB), it is important to note that organizational commitment relates to the level of employees’ involvement within the company. To achieve this, an individual needs to be emotionally attached to the company or organization (Nelson 2007, p. 241).
In addition, an individual has to believe that serving the organization exceptionally equally ensures that personal interests are served. When there is good organizational commitment, the company will have high turnovers and higher job performance.
However, when there is negative organizational commitment, the company will experience very low turnovers hence people cannot bring in new ideas (Phillips & Gully 2012, p. 196). It is crucial to note that comprehensive organizational commitment has been lacking within the Coca-Cola Company.
Additionally, following the provisions of organizational behavior (OB), it is important to understand various aspects of organizational commitment as indicated earlier. These new ideas will eventually hold back innovativeness and creativity. Organizational success depends on the provisions of novelty, commitment, and teamwork among other relevant provisions.
The Coca-Cola Company has been recording lower turnovers and that’s why most retailers have been complaining that there is no constant supply. To create an organizational commitment, people must be fair, have some courtesy and posses some moral integrity (Robbins 2005, p. 376).
They must also believe that their values are at the same level with the company’s values. Additionally, to build organizational commitment, employees must trust their leaders and always work towards ensuring that their job is secure.
Evidence-Based Advice to the Coca-Cola Company
For the company to achieve its short-term and long-term goals, it must motivate its workers. This is a critical recommendation to solve the distribution problems identified earlier. Through motivation and exemplary performances, employees will be able to advance the company in regard to operation and distribution efficiency.
Organizational Behavior (OB) studies employees in the realms of their thinking, feelings, and operations within the organization. It is recommendable for Coca-Cola to enhance its OB provisions so as to curb the mentioned distribution problems.
Motivated employees will ensure that customer needs are met with precision and promptness. Additionally, motivating workers will enhance teamwork and problem solving techniques. Consequently, the company should only recruit professionals who are able to structure credible distribution mechanisms. Additionally, employees should be empowered. Consequently, they will achieve self-determination and motivation. This is a crucial provision when scrutinized critically.
List of References
Bodden, V 2009, The story of Coca-Cola, Creative Education, Mankato, MN.
Griffin, R & Moorehead, G 2012, Organizational behavior: managing people and organizations, South-Western/Cengage Learning, Mason, OH.
Hellriegel, D., Slocum, J & Woodman, R 2001, Organizational behavior, South-Western College Publ., Cincinnati, OH.
Hitt, M., Miller, C & Collela, A 2008, Organizational behaviour: a strategic approach, Wiley, Hoboken, NJ.
Luthans, F 2008, Organizational behavior, McGraw-Hill/Irwin, Boston, MA.
Nelson, D 2007, Positive organizational behavior, SAGE, London, UK.
Phillips, J & Gully, M 2012. Organizational behavior: tools for success, South-Western Cengage Learning, Mason, OH.
Robbins, S 2005, Organizational behavior, Pearson Prentice Hall, Upper Saddle River, NJ.