The job vacancy which I am about to apply is a salesrepresentative job specifically for events, nightlife and sports for Coca ColaEuropean Partners Company after I am graduated.
Coca cola is already active inBelgium for almost 91 years and continues to invest in local production,distribution, sales and 18 brands. Coca-Cola European Partners is the world’slargest independent bottler of Coca-Cola. In Belgium, the Coca-Cola system employsmore than 2500 people. Across 13 countries, employees make, sell and distributethe world’s most loved drinks brands to more than 300 million people.This report seeks to critically analyse the outlook ofHuman Resource Managers in the beverage sector in Belgium. The report will firstgive a short explanation for the chosen sector, followed by a detailed analysison the current and future threats and solutions faced by the HRM department inthe abovementioned industry. Lastly, the report will touch the most important opportunityfaced by the HRM department.
The beverage industry is a subsector of the food sector.In Belgium, the beverage industry has grown over time and produces soft drinks,juices, syrups, milk, and squashes. However, the businesses in the food sector arenegatively affected by high energy and labour costs, the beverage sector itself,is a profitable subsector, which benefits from increasing international demand.2016 sporting events have helped to drive demand. Nevertheless, an additionaltax on sugary beverages has negatively affected sales, leading to increasecross-border shopping of Belgian residents. Excise taxes on alcoholic beverageshave also increased.Coca-Cola European Partners is a leader in one of thelargest fast moving consumer good sectors in Europe’s most significant markets.They offer consumers some of the world’s leading brands and a wide choice ofhigh quality drinks, with or without sugar and calories.
On this moment, CCEPhas over 300 million consumers and 2.5 billion cases sold yearly and sells over50 brands. CCEP is located in thirteen countries throughout Europe and employs24.500 people.
In 1919, Europe welcomes the first Coca-Cola bottlingplants in France. During this decade, bottling operations start in Coca-ColaEuropean Partners’ countries including Spain in 1926, Belgium in 1927, Germanyin 1929 and the Netherlands in 1931. After 10 years in Germany, they had 50factories, producing 4.5 million cases. Due to a lack of raw materials duringthe Second World War, they could not make Coca-Cola in Germany so they made anew drink: Fanta. They started the production of Coca-Cola again in 1949. In1958, The World’s Fair took place in Brussels.
The Coca-Cola Company pavilion featureda fully operational bottling plant and all visitors received a Coca-Cola. DietCoke was launched in New York City, United States. They introduced it asCoca-Cola Light in 1982 in France, Norway, Sweden and Germany. In 1986, the Coca-ColaEnterprises (CCE) was formed and became a openly traded company on the New YorkStock Exchange. A year after the Berlin Wall came down, they sold Coca-Cola in EastGermany for the first time.
One year later, CCE and the Johnston Coca-ColaBottling Group merge, created a larger organisation. Aquarius, which wasintroduced in Spain and Portugal a year before, became the official drink ofthe Olympic Games in Barcelona in 1992. In 1996, CCE also bought bottlingoperations in Belgium, Great Britain and France, followed by Luxembourg andMonaco in 1998 and 1999 respectively. Coca-Cola Zero, made its debut in the UnitedStates in 2004 and launched it in Europe a year later. CCE sold its operationsin North America to The Coca-Cola Company and acquired the Coca-Cola bottlingbusinesses in Norway and Sweden in 2010. Coca-Cola Iberian Partners is born in2013, following the fusion of eight Spanish and Portuguese bottlers and anagreement with The Coca-Cola Company to use the Coca-Cola name. One year later,Coca-Cola Life was launched in GB.
It was introduced in all other CCEP regions(except Spain and Portugal) within two years and was reformulated in 2016 tohave 45% less sugar than Coca-Cola. Coca-Cola Enterprises, Coca-Cola IberianPartners and Coca-Cola Erfrischungsgetränke officially merged on 28th of May2016 to become the world’s largest independent Coca-Cola bottler based on income.They are already active in Belgium for more than 90years, 7 branches, of which 3 production branches and the 2th biggestinnovation centre of Coca Cola is located in Anderlecht. Over the last 3 years,137 million euros is being invested in this centre.
In Belgium, Coca Cola sells17 non-alcoholic beverages in more than 89 selling points, which is good for10.5 million consumptions per day. They employ 2.577 people, which is more than27% of all jobs in the beverage industry. One job at Coca Cola sustains 6 jobssomewhere else, which means 16.900 jobs in transport, catering, suppliers andretail.
Via their distribution, sales and production they contribute annually1.6 milliard euros to the Belgian economy, from which 728 million euros fortaxes.