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Coca Cola Carrier Selection Criteria


The organization of transport-related tasks is a critical process in the operations of production (Beckman M.J, 1956). All of these enterprises’ central goal is to deliver goods from shipment to the reception location. Each of them has their priorities. Others want goods to be transported easily, cost-effectively and efficiently, others choose to gain money on transport, so they want the price to be shipped of the goods to be respectively high.

The firm, as selected in our example, is Coca-Cola, one of the leading brands in the beverage industry. The Coca Cola Business is a multinational American organisation with headquarters in Atlanta, Georgia, and is the biggest beverage company. It was incorporated in the year by Assa Griggs Candler, who bought this company from a pharmacist early in the 1800s. The most popular Coca Cola Company product is Coca Cola, a black coloured carbonated drink. The Coca-Cola Group, the biggest soda firm in the nation, serving consumers in more than 200 countries.

Challenges:​​ Coca-Cola has no uniform transportation control method internationally.​​ It also needed a better understanding of its freight costs to make decisions that would support its Coca-Cola Vision 2020 business strategy goals, including reducing inventory and increasing sales volume each year.
In late 2009, Coca-Cola started scoping the project and in April 2010 it got Oracle partner Flo on board to facilitate execution. The businesses collaborated together to develop the approach, and by the end of June 2011, Coca-Cola had launched a completely automated framework, including electronic data sharing, freight payment and monitoring. Inbound and outbound carriers are also being introduced online by the firm.

Incoterms Selection Consideration:

To minimise its carbon emissions, Coca-Cola claims that improving its network is important. By finding opportunities to reduce and eliminate kilometres, Coca-Cola strives to run the most productive and profitable delivery network. Three key tasks are included in this:

Maximization of local demand and services directly from their manufacturing sites.

Acting with manufacturers to consider prospects for greater efficiencies

Working to maximise their routes to market for our clients.

In their plantations, Coca-Cola continues to grow and increase local capacity and storage, growing the need for long-distance cargo. Latest ventures involve investing in capacity in numerous countries and rising warehouse capacity for automated warehousing at other locations across the world. Coca-Cola recognises how goods are supplied to its plants while collaborating with manufacturers. Many of their sites are situated next to their can suppliers to reduce shipping, allowing the cans to be charged directly, while Coca-Cola has invested in

Coca-Cola's in-house development of PET bottle preforms has used backhauling for several years to minimise their road kilometres and continue to broaden and build new routes as new possibilities are found. Driven by their distribution and routing departments for their clients, their backhauling software is complex. Close coordination with consumers or suppliers who usually have a position near one of their plants is needed. Together, project teams strive to integrate

Pickup deliveries to keep cars from returning empty. Coca-Cola therefore saves total kilometres and decreases pollution while rendering their logistics more effective and generating value for our partners; from all of this, we would agree that the transport contribution of Coca-Cola is efficient and efficient in any sense.

Let 's say an incoherence to Coca Cola from a lot of it.

Delivered Duty Paid (DDP)

It may be used by any mode of transport or where more than one mode of transport occurs.

The seller is liable for coordinating the transport and distribution of the products at the location specified, cleared for importation and any relevant taxes and duties charged​​ (e.g. VAT, GST)

Delivered Duty Paid (DDP)

Coca-cola must follow the DDP; it may transport​​ full bottles to​​ the​​ dealer, leading to​​ an enormous order from a particular dealer​​ next time. It may also provide a possibility for the seller to gain more profit; usually, Coca-Cola provides a kind of delivery to companies like Hyper star.​​ 

Free​​ Onboard (FOB)

Free Onboard (FOB) is a trading word that specifies when items that are lost or stolen during shipping between the two parties are considered responsible by the seller or the buyer.​​ "FOB shipping point" (or origin) means that the buyer is at risk while the goods are shipped, and "FOB destination" states that the seller retains the risk of loss until the goods reach the buyer.

Coca-cola must need to compensate with the international clients who may face any mishap​​ in​​ such a situation with their order during​​ the shipment; this may lead to the customer satisfaction that the company do care for their international​​ clients as well, it can be in any form compensation with the client depend upon the loss which occurred.

Image result for FOB

Since​​ Coca-Cola​​ is one of the biggest drinks, we need to examine the whole situation to supply the organisation with the individuals and other relevant concerns. Or the consumers who take use of the product 's advantages are an important factor for the business to guarantee that the target clients are successfully met through these goods.

It is important in the initial stages to allow good use of the resources of the economy where they wish to conduct their operations. The management of the business would have to guarantee that the whole situation can be considered suitable for the improvement of society and the economy. After the business has adopted the right approach for transport and delivery to be introduced, it becomes important for the company to provide the same.

The management of the organisation would have to decide the key fields where they would have to use their expertise to process transportation operations and incorporate these transportation aspects. This leads the business to produce its respective items substantially in the targeted areas and nations. Not just that, the management would have to assess if or not there is a need in some specific region for their goods. If it is decided, the business will plan for the delivery processes to be shipped and performed. For the industry, the selection process becomes an integral factor, since the company would be able to succeed and thrive in the presence of the same. Relevant transportation and delivery modes occur.

Carrier Selection Criteria:

In the delivery of goods by such a business that runs under a franchise model, transportation plays a crucial role. Being such a big enterprise and possessing such an extensive footprint in multiple nations, the delivery network should be robust. In terms of its consumers, reputation, brand loyalty, etc., any inappropriate distribution or any unfit product will cost the business a lot. There are a variety of methods to move items from one region of the globe to another. The challenge is how to allow the goods enter the respective countries quickly and efficiently; their efficacy has become one of the important aspects in different market types (L, 1979). One of the main​​ factors’​​ businesses make sure to help consumers get updated about the commodity has been the shipping method. For these purposes, the merchandise is shipped to the buyer or the supplier who has​​ ordered it at the required venue. Individual enterprises are even expected to guarantee that they supply individuals with good information on their goods. & s, the organisation conducts its operations worldwide; focusing the shipping and logistics phase is a necessary feature for the organisation.

In spite of all this, when selecting carriers for the purpose of distribution, there are distinct variables to consider, which are as follows.

Geographical Coverage:

In every economy, the ecosystem plays a crucial function. It is important to accurately evaluate the environmental factors and to determine the harm incurred by transport in advance.


Based on the load location, carriers should be picked. If the pack is bigger, than tiny carriers and wide pages for more oversized loads should be fitted for that reason (Rao, 2009)

Transmit Time:

When selecting the form of carrier needed, distance often plays a crucial role. Flights could be​​ favored​​ over trucks and trains if crossing national borders and different countries is required.

Cost of Carrier:

Carriers should be capable of operating on alternative energy supplies, and further expenditure should be made in energy sources that contribute to fewer gas, fossil oil, etc. becoming exhausted. Which further lowers amounts of greenhouse pollution.


Electricity usage, though, still plays​​ a​​ significant part. Electricity is also a problem for the masses of several developed nations. Many electric vehicles designed for transport do not pose a danger to some underdeveloped nations, but it is liable for safety considerations.


The chosen carrier should be such that it can be transmitted and supplied also in rural areas.​​ These styles of automobiles​​ help to hit the commodity in any corner of the world and create brand loyalty.​​ 

The table shows the carrier selection criteria.





Geographical Coverage








Transmit Time




Cost of Carrier












Carrier Relationship Management

In a transport business, enhancing customer service goes well beyond just improving the customer service section. We can focus on

  • Offering customer service training to educate every employee about transportation

  • Communicate the company’s expectation for high levels of customer service

  • Recruit employees with a strong customer focus for public contact positions.

  • Implement software and support technology to enhance and enable your employees to provide a higher customer service level.

  • Empower the frontline workforce to service consumer concerns better. Each staff member in direct communication with clients should have at least the opportunity to answer their complaints or have a superior answer when they are identified.​​ 

Whereas the Types of Partnership plays a vital role in this regard, Different Partnership Types sets different values between them.

Type 1 Partnership:
  • This is a relationship between two firms that are​​ committed​​ for some time.​​ 

  • It involves a sharing of Information, Risk & the other kind of incentives & rewards between the relationship built between them.

Type 2 Partnership:
  • These are the relationship which is contractual & the contracts last longer.

  • Requires investment from the party, & have a great scope of different activities.

Type 3 Partnership:
  • Any contract-based things do not govern this relationship because it has no traditional endpoint; this is an evergreen contract.

  • Different assets in the relationship can be jointly owned & the scope of activities that is shared is a substantial

Coca-Cola​​ carrier relations team​​ must maintain balance by advocating on behalf of their shippers while improving the business outcomes for their carrier partners. Coca-Cola knows that without their carriers, They would not have services for their customers. Without their customers, they wouldn't provide value to their pages. Coca-Cola truly believes their carrier partners are the glue that holds their business model together, and that's the reason why their​​ first key hire after its founding​​ was in their carrier relationship management division.​​ 

Carrier Relationship Management Services:

1- When purchasing carriers, there are different freight charges that must be held in mind.

2- There can be negotiated contract rates.

3- In picking carriers among numerous other alternatives, the opportunity cost should be regarded as a carrier.

4- Selected carriers should comply with the goals of consumers, and the offering should meet them at the right moment.

5- Carriers should be picked in a manner that helps to minimise prices.

6- Carriers should be well prepared at any point in time to hold a list of freight charges incurred.

7- The Internet should be connected to carriers that, when travelling, will help them find roads.

8- Carriers chosen by a specific company must be properly selected and reviewed from time to time to prevent any waste.

9- Carriers can be picked in such a way that during loading they do not inflict harm to the goods and therefore do not hamper the efficiency of the goods.

10- Shippers can need schedules that are shorter or longer than their normal plans.

Collaboration Counts

Over the past three years, Coca Cola Supply has used this tool and a broad range of others to save $100 million on the order, Gaffney said. "We're searching for entities that can support us collaborate together on​​ these stuffs. A lot of the cooperation we're doing is that a shipper or carrier we're dealing with says,' I know somebody you can speak to.'"
Normal strategies are utilised by the business, ranging from automatic dispatch and functionality optimization such as recruitment and inbound / outbound routing to fuel management. Gaffney said, "We reflect on the small items that add up to​​ major items."
There's nothing remarkable about the campaign to boost fuel efficiency and​​ reduce pollution, for instance. The business restricts idling with a 10-minute lockout, at least a quarter of the fuel tanks are kept full, tyres are inflated and the pace of the highway is regulated. The business also works to cut excess weight off tractors and trucks-it has some 3,000 variations with a payload weight of up to 52,000 pounds, Gaffney said.


An integral part of every supply chain management is, as reported (Villani, 2003). It is with the proper assistance of transport that the delivery of commodities becomes feasible. Firms who are

They need connexions to numerous modes of transport and have a powerful presence. To have the goods hit another nations, their goods need to pass one nation's national boundaries. They use different forms of transport, such as cars, railways, flights, electric automobiles, automobiles operating on green energy sources, etc.

In order for costs to be optimised, these transport networks should be well put in place and help to reduce transport charges, too.​​ However, the types of carriers chosen by an organization depend on various factors such as the organization's size, the national presence of the organization, transportation goals, etc. Such factors must be analyzed appropriately. The transportation system, if designed properly, can benefit the organization. In the case of no​​ transportation system, it​​ would be so challenging to expand globally. It would be not easy to make the brand awareness and make it reach to the​​ rural areas.​​ Designs should be built correctly in place so that the customers get the maximum benefit out of it and enjoy​​ it.

Reference List
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  • Schrijver, Alexander, Combinatorial Optimization, Berlin; New York: Springer, 2003. ISBN 3540443894. Cf. p.362

  • Ivor Grattan-Guinness, Ivor, Companion encyclopedia of the mathematical sciences' history and philosophy, Volume 1, JHU Press, 2003. Cf. p.831

  • L. Kantorovich. On the translocation of masses. C.R. (Doklady) Acad. Sci. URSS (N.S.), 37:199–201, 1942.

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  • "Transportation Problem with Solution | Vogel Approximation Method." www.transtutors.com. Retrieved 2017-03-02.

  • L. Ambrosio, N. Gigli & G. Savaré. Gradient Flows in Metric Spaces and in the Space of Probability Measures. Lectures in Mathematics ETH Zürich, Birkhäuser Verlag, Basel. (2005)

  • S. Angenent, S. Haker, and A. Tannenbaum. Minimizing flows for the Monge-Kantorovich problem. SIAM J. Math. Analysis, volume 35, pp. 61-97 (2003).

  • Rachev, Svetlozar T., and Ludger Rüschendorf. Mass Transportation Problems: Volume I: Theory. Vol. 1. Springer, 1998.

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