Dashboard and Executive Summary - Essay Example

In this respect, the sales departments are charged with the responsibility of determining the effectiveness of the products of the company and the company rating among the consumers/customers. The sales design management team of Coca-Cola collected the following data from the survey on different variables that measure the performance of the organization in this competitive industry. The data collected measures the rating of the company services and products over the last four year. Besides, these information also measure the variations in the performance of Coca-Cola using key performance indicators (KPI) such as sales volume, market share and profitability index.

Year 2009 2010 2011 2012 Sales Volume 20% 17% 16.3% 14.1% Profitability 23% 22% 11% 19% Market share 51% 50.2% 48% 48.6% Production cost 12% 12% 17% 19.2% No. of new customers 5% 7% 2% 3.1% From the above company performance dash board, it is evidenced that although the company is performing averagely in the industry, the survey indicates inconsistency in the industrial outcome over the last four years. Although Coca-Cola still has the dominant share and control of the soft drink and non-alcoholic drinks industry, the market share is slightly declining following the economic liberalization that allows room for other competitors to join the industry with diversity of products (Hays 12).

This gives the consumers arrange of differentiated products to choose from. The entry of new firms in the market over the last decade has resulted into a continuous decline in the market share dominance of Coca-Cola. This was led to the slight decline in the market dominance from 51% in 2009 to 48.6% in 2012. Owing to the global economic and financial contagion of 2008-2009, the cost of production has been on the rise from 2009-2012. This because, the economic stability is yet to be realized globally, thereby making firms (including Coca-Cola) to invest more resource factoring in the expansionary inflationary pressure on the production and raw materials that are essential for the entire process.

The rise in the cost of production has negatively impacted on the sales and profitability index of the company. Over the last four years, as demonstrated above, the profitability index of Coca-Cola has significantly dropped. From 2009 to 2011, the records on the dash board indicate that the company profits have been falling from 23 to 11%. However, the little economic recovery in the last quarter of 2011 and 2012 resulted into a boom in the profitability index to 19% in 2012 (Hays 56-7). Consequently, the sales volume for the company also decline over-time since 2009 forcing the firm to revert to modern approaches of marketing and popularizing its product.

It is revealed that the entry of new firms and the increasing customer base of other competitors such Pepsi-Cola have contributed to this fall in sales and profit margins. The survey also involved the customer survey on the variables such as satisfaction, likelihood of re-purchase, quality, pricing, design, and recommending Coca-Cola products to others. The outcome of the survey is as tabulated and dashed below. Year 2009 2010 2011 2011 Customer Satisfaction 72% 75% 81% 73% Re-purchase likelihood 67% 67% 69% 67% Recommending Coca to others 65% 71% 78% 56% Product Quality and Pricing 87% 70% 76% 72% The above dash board shows the customers’ level of satisfaction with the services and quality of products of Coca-Cola.

Regarding the