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The job vacancy which I am about to apply is a sales
representative job specifically for events, nightlife and sports for Coca Cola
European Partners Company after I am graduated. Coca cola is already active in
Belgium for almost 91 years and continues to invest in local production,
distribution, sales and 18 brands. Coca-Cola European
Partners is the world’s largest independent bottler of Coca-Cola. In Belgium,
the Coca-Cola system employs more than 2500 people. Across 13 countries,
employees make, sell and distribute the world’s most loved drinks brands to
more than 300 million people.

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This report seeks to critically analyse the outlook of
Human Resource Managers in the beverage sector in Belgium. The report will first
give a short explanation for the chosen sector, followed by a detailed analysis
on the current and future threats and solutions faced by the HRM department in
the abovementioned industry. Lastly, the report will touch the most important opportunity
faced by the HRM department.

Industry profile

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 food sector has  high energy and labour costs, the beverage
sector itself is a cost-effective subsector due to the huge international
demand and important sport events.

Company profile

European Partners is a leader in one of the largest 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 of high quality drinks, with or
without sugar and calories. CCEP sells than 50 brands, has over 300 million
consumers and has companies in thirteen countries troughout Europe where they
employ 24.500 people.

History in Europe

France was the first Coca-Cola bottling company in Europe
in 1919. Throughout time, CCEP tried to adapt and respond to the market changes
by giving creative solutions which increases the sales. Coca-Cola started a
company in Belgium in 1927, which was the third company in Europe. During the Second
World War, the first challenge was that they were running
out of raw materials. They made ‘Fanta’ to solve the problem, since this drink
needs other sources. When the war was over, they started the production of
Coca-Cola again. During the
World’s Fair in Brussels, people got to know the company more and especially
the taste of it, which increased the sales after de war. Due to the fact that people had a negative
view on the quantity of sugar in the drinks, they invented Diet Coke, but
launched in Europe as Coca-Cola Light. To gain more money to invest, the
Coca-Cola Enterprises was formed and went on the New York Stock Exchange. The
market became even bigger by selling in East Germany after the Berlin Wall came
down. To face the fact that the company needed to become more efficient to deal
with the higher sales, the CCE and the Johnston Coca-Cola Bottling Group merged.
As Coca-Cola could provide drinks on the Olympic Games in Barcelona, they
invented Aquarius. The CCE became bigger by buying operations among other
things in Belgium and France. Coca-Cola Zero was born, due to the fact that
people still had a negative view on the Coca-Cola drinks. In CCE became independent
from North America and started plants in Norway and Sweden. Three years later,
Spain and Portugal fused and formed Coca-Cola Iberian Partners. Coca-Cola Life
was launched in GB with less than 45% of sugar than Coca-Cola, as people still
had the feeling that Coca-Cola could perform better in the amount of sugar in
the drinks. On May 28th 2016, Coca-Cola Enterprises, Coca-Cola
Iberian Partners and Coca-Cola Erfrischungsgetränke officially merged to become
the world’s largest independent Coca-Cola bottler based on income.

History in Belgium

They are
already active in Belgium for more than 90 years, 7 branches, of which 3 production
branches and the 2th biggest innovation 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 sells 17 non-alcoholic beverages in more than 89
selling points, which is good for 10.5 million consumptions per day. They
employ 2.577 people, which is more than 27% of all jobs in the beverage
industry. One job at Coca Cola sustains 6 jobs somewhere else, which means
16.900 jobs in transport, catering, suppliers and retail. Via their
distribution, sales and production they contribute annually 1.6 milliard euros
to the Belgian economy, from which 728 million euros for taxes.

Vision, mission and

managers can influence the vision by not only making the environment where
people are attracted to reach the best, but also by making the people aware
that they need to be a responsible inhabitant which makes a change and ensuring
that the employees satisfy peoples’ desires and needs and building a loyalty
with them.

HR managers are also a part of the mission. The need to
be optimistic and ensure the employees that they show that optimistic view
throughout their brands and actions.

HR managers need to value passion by showing that they
are “committed in heart and mind”, not being fake and performing well in every
task they finish.