This research started having the main of assessing the effect of coaching on employeernperformance at East Africa Bottling S.C (EABSC), the exclusive manufacturer of Coca Colarnproduct in Ethiopia. For the achievement of this major objective the research emphasizes on 4rnareas of interest which are employee understanding the role of coaching practice, feedbackrnprovision of coaching, use of structured coaching plan, coaching environment or culture andrnassess the relationship with employee sales performance. The research collected the relevantrndata using structured questionnaire and different document from the company. Thernquestionnaire was distributed via Google forms for ease of completion and included the salesrnemployees and managers currently working at EABSC in Ethiopia. The research used explanatoryrnmethod to analyze the data collected from the sample employees. Consequently, the findings ofrnthe research were discussed, the major finding of the research indicated that the company seemrnto have a good coaching practice has been which partially could be attributed to the companyrnbeing subsidiary of international firm and this has been positively related with employeernperformance. The coaching feedback provision that also been assessed in this research andrnemployees are satisfied with the feedback they are getting from their coaches. Accordingly, thernresearch also revealed that conducive coaching environment and application of structuredrncoaching plan have a very strong effect on employee performance at EABSC in Ethiopia. Even ifrnthe company seem to be on a solid ground on its coaching practice and its system, there arernsomethings that needs further digging and adjustment to make the best use of coaching. Somernof the recommendations include focus of the coaching was criticized to being mostly to solverntemporary performance problems, sometimes focus of feedback seem to be on employeeâ€™srnshortcomings, frequency of coaching is also a bit inconsistent. Finally, the research suggestedrndeveloping of coaching APP for better tracking of the coaching.