Empress Luxury Lines

ORGANIZATIONAL TECHNOLOGY

Currently, output processes are the greatest source of uncertainty for the organization. Aspreviously stated, The Coca-Cola Company does not produce the end product. Distributorsand bottlers mix other ingredients (mainly carbonated water) with syrups and concentratesand then sell the products. The Coca-Cola brand name is on the end product, regardless of who bottles it. The company must keep pressure on the bottlers to maintain high qualityoutputs, or it could have negative consequences for The Coca-Cola Company. There existsvery little information about the production of the Coca-Cola syrup. Even at The World of Coca-Cola, a museum for the company, there is no mention of how the syrup is produced.The production of Dasani, the company’s bottled water, is extremely mechanized, and it isfair to assume that the production of every Coca-Cola product is the same. This massproduction and high mechanization leads to a high level of technical complexity.Classification Level of Technical Complexitya.Small-Batch and Unit Production Low to Mediumb.Large-Batch and Mass Production Medium to HighContinuous Process or Flow Production High The typical structure of a manufacturingcompany that uses mass production is a mechanistic structure, in which efficient productionis the desired end. The Coca-Cola Company’s structure is unique in that it has a lot of thecharacteristics of an organic structure. This is due to its focus on marketing and local appeal.The structural mismatch means that production in the organization may not be as efficient aspossible; however, the benefits of the organization’s structure outweigh the consequences.

...