LoginPage 3: Continually Identifying New Opportunities
A developing business organisation will forever seek new opportunities to renew itself. A successful global business will seek to penetrate new markets and new countries while
building on improving its presence in existing markets and in this way it will continue to grow.
The Coca-Cola Company has come a long way since the product was invented in 1886 by Dr John Styth Pemberton in a back yard in Atlanta, Georgia. Today the Company is selling over one billion servings a day. To many business people such results would indicate that the Company has arrived but key decision makers at Coca-Cola do not see it like that, they believe that the Company is in its infancy. The Company is acutely aware that, although one billion servings of Coca-Cola are consumed each day, there are 47 billion servings of other beverages.
The Company prefers to look forward rather than back and it sees there are enough opportunities in the market to keep it going for a very long time. The average person drinks The Coca-Cola Company's beverages about once a week. Four billion consumers live in countries where the average is even less. The reality is that countries with about 20 per cent of the world's population account for 80 per cent of Coca-Cola's volume. Clearly this presents a challenge for a global company and its marketing strategy if it is going to tap into virgin territories.
Coca-Cola is focusing on the next billion servings. 70 per cent of the world's population live in countries where per capita consumption of Coca-Cola products is less than 50 servings per person per year - this means that they are drinking Coca-Cola products less than once a week. Even in developed countries like the United States there are many opportunities to raise sales.
