Working with bottling franchisees around the world
A Coca-Cola Great Britain case study

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Page 7: Coca-Cola Amatil

Coca-Cola Amatil is the second largest of The Coca-Cola Company's international bottling partners which today operates in 18 countries throughout Australasia, South-East Asia, Central and Eastern Europe. It serves a market of over 450 million people and is No. 1 in every market in which it operates. Some of these markets are relatively mature in terms of opportunities for future sales expansion e.g. Australia and New Zealand, but others such as Poland, the Philippines and Indonesia, are growing at a fast pace. Coca-Cola Amatil is continually seeking to expand where new opportunities arise - particularly in Eastern Europe and South-East Asia. To meet increasing demand for capacity in Ukraine, for example, a large greenfield production facility is being completed in Kiev in 1997, as well as a new plant in Minsk, Belarus.

Coca-Cola Amatil is committed to the highest quality standards and has developed rotating environmental audits, intensive training of personnel at plant level and a continuing commitment to waste minimisation through all stages of production and distribution. The Company's environmental management initiatives have been recognised in Indonesia, where the Medan plant was presented with the Green Award for outstanding environmental efforts in both 1996 and 1997. CCA's plants in Brisbane and Perth were also commended by government authorities for their achievements in water conservation and recycling of waste water. These achievements highlight the important relationships that Coca-Cola has built with its bottlers throughout the world. Franchising arrangements involve a sharing of responsibility for products and corporate image. Organisations are only as successful as their public image. It is therefore essential for Coca-Cola to develop clear and well-thought-out partnerships with top quality bottling franchisees if it is to continue to remain the world's number one soft drinks company.

In many of the countries in which Coca-Cola Amatil operates, home consumption of Coca-Cola has been developing. In simple terms, consumers in South-East Asia and Eastern Europe are beginning to purchase supplies of Coca-Cola to enjoy in their own homes. Beverages purchased for home consumption already constitute around half of the total soft drink volume sold in the Australian and U.S. markets.

Coca-Cola Great Britain | Working with bottling franchisees around the world