Big Data Analytics Integration (A Case Study of Coca Cola Company)
Different organizations are experiencing various changes due to artificial intelligence and machine learning to improve their operations and cut operational costs. Major companies want to provide good customer interaction with devices through big data and business intelligence tools. In this paper, we will take the example of the giant soft drink company Coca-Cola. With the increase of Smartphone users globally, Coca-Cola is using the opportunity to reach out to its customers in different parts of the world using the AL-powered vending machine and optical character recognition technique (Jacob, 2020).
LITERATURE REVIEW
This section will discuss how big data and artificial intelligence have been used within Coca-Cola Company (Xuan, 2020). For instance, the Company used artificial intelligence in finding the most preferred flavor of its shots through vending machines. In this case, the AL-machine was used to collect information through conventional questioning methods to answer the most preferred flavor (Matthew, 2017). Alternatively, Coca-Cola used natural language processing tools to check on people’s views online and get feedback. Therefore, we will look at ways Coca-Cola uses big data analytics to gain a competitive advantage.
Coca-Cola Company scans most of its social media to reach different people across the globe. According to Coca-Cola Company, an average mention of one visit in two seconds in the press was estimated (Jacob, 2020). This results in an increase in the purchase decision of their customers through social media content. Therefore, this technique enables Coca-Cola Company to identify and verify the customers’ feedback about their brand in the market.
Coca-Cola has embraced an information-driven methodology to support its choice of commerce appropriately. Through artificial intelligence, Coca-Cola benefits from collecting information through AL and creates more innovative ways of maintaining their brand (Matthew, 2017). For instance, big data analytics has resulted in the product improvement of Coca-Cola. Big data analytics has resulted in a favorable flavor combination on its brand and refreshments.
Coca-cola uses Tensor Flow and artificial intelligence in the accomplishment of frictionless verification of procurement. The frictionless proof of procurement is a program where a customer enters a 14-digit code in their smartphones for buyer unwaveringness. Initially, the Company used Optical Character Recognition to scan the customer codes, but the technique had rapid shortcomings (Jacob, 2020). Due to the failures of OCR, Coca-Cola opted to use Google’s TensorFlow approach. This technique resulted in accomplishing a nucleus element technology which has since led to the web-based Coca-Cola endorsement.
Augmented reality (AR) refers to the situation where computer graphics are overlaid on a customer’s perspective of the present reality through various glasses and headsets in a wide area (Matthew, 2017). The information obtained through augmented reality helps a technician adjust the information available to perceive what the customers are interested in and analyze critical issues. Moreover, AR is used to analyze machine and dispenser transactions in isolated sites.
As a producer of carbonated drinks, Coca-Cola has good alternative drinks to guide their customer base and create more satisfying options for their alternate clientele. For instance, Coca-Cola has squeezed orange juice as an advantageous alternative to their customers who may not want carbonated drinks.
Coca-Cola has enabled smartphone users to purchase their products from the comfort of their homes and pay using the vending machine (Jacob, 2020). This process allows the redemption of My Coke Rewards (MCR) points within their smartphones. The android pay applications by Google have made it easier for the customers to make payments with the assistance of the android telephone technique.
Through innovative channels, Coca-Cola invented a fountain the drink machine in the customer’s smartphone, which is used to prepare various drinks by mixing several flavors (Matthew, 2017). With such devices in the customer’s phones, the customers can order the exact mixture of flavors with ease. For instance, through this technique, Coca-Cola launched cherry sprite flavor as their new brand of flavor.
THE STRENGTHS OF COCA-COLA
Coca-Cola Company has a well-established brand that is globally recognized. The Company is well known for its non-alcoholic beverages (Jacob, 2020). Also, Coca-Cola has a firm brand name from its operations and products. The Company has heavily invested in the marketing of its products. Similarly, the Coca-Cola Company has a healthy distribution network. As a brand company with global sales, the Company relies on its distribution network of independent bottlers, retailers, and distributors to distribute and sell its products.
MANUAL REPORTING PROBLEM
Real-time sales are restricted as a result of manual reporting processes. Manual reporting processes restrict access to operational information within the organization (Jacob, 2020). The solution to this problem is for the Company to report delivery operations and sales through the business intelligence team every day. Secondly, the sales team should be in charge of automation reporting and enterprise system integration (Matthew, 2017). The use of mobile dashboards will provide timely and actionable information, which will help the company gain a competitive advantage against competitors. Moreover, self-service business intelligence should be developed between Information Technology users and business users to maximize the number of users within the Company.
CONCLUSION
In the modern competitive environment, it is efficient for organizations to have a well-defined business strategy and select the right technology to execute the Company’s operations properly. The success of the Coca-Cola Company results from its investment in business intelligent technology and extensive data technique (Xuan, 2020). The cutting-edge internet technology used by the Company has led to them being the biggest beverage company and still thriving to continue leading its competitors.
Jacob Alexander, V. S. (May 2020). Coca-Cola India and its distribution channel: A selection by Analytic Hierarchy Process (AHP). High Technology Letters, 455-469.
Matthew J.Mazzei, D. (May–June 2017). Big data dreams: A framework for corporate strategy. Business Horizons, 405-414.
Xuan, C. (October 2020). The Foresight of Coca-Cola.
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