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The Coca Cola Amatil plant at Moorabbin manufactures and bottles soft drink beverages for sale under the Coca Cola Company labels.
Saving resources such as energy and time - by using them more efficiently - has been applied to sales activities, with consequent savings of the sales force's travel time, travel costs and fuel consumed.
Analysis of the results of the benchmarking program undertaken by the company identified reduction of the sales force's travel time, travel costs and fuel consumed, as one of the areas offering the best initial opportunities to improve the company's environmental performance and its economic efficiency.
First, a telebusiness centre was established to encourage development of one-to-one relationships between sales representatives and store managers. It allowed sales representatives to telephone store managers on pre-arranged days and at pre-arranged times. Store visits were able to be reduced to monthly or fortnightly frequency, given the regular telephone contact.
As well, a computerised map system generated the theoretically best route for representatives to take, which resulted in reduced vehicle usage, reduced kilometres travelled, and reduced fuel use.
A third feature of the plan was improved sequencing of the company's schedule of deliveries by truck. It improved the average capacity of loads (from 85 per cent capacity) and minimised the need for follow-up deliveries.
Out-of-sequence deliveries dropped by 50 per cent within one month. Saving 10 out-of-sequence loads per day, for trips averaging 15 kilometres, saves 150 truck kilometres per day which, at fuel use of 3 kilometres per litre, generates savings of 50 litres per day (15,000 litres per year) - and also saves close to 40 tonnes of carbon dioxide emissions per year. This substantial and immediate saving has cost nothing other than the time of a few enthusiastic staff.
Additional benefits include:
The next phase of the Sales Force Effectiveness program will focus on distribution of products. A trial is underway to deliver goods outside business hours to convenience stores, hotels and other 24-hour customers. The main objectives will be to reduce time spent delivering product, and to make more efficient use of transport resources.
This case study was prepared by the Department of Innovation, Industry and Regional Development, Victoria. Environment Australia would like to thank them for allowing us to display their case study on our web site.