Page 1: Introduction
The Coca-Cola Company is the world's largest beverage company and is the leading producer and marketer of soft drinks. Today, Coca-Cola is consumed throughout the world at the rate of more than 600 million times per day and this figure is continuing to rise. However, Coca-Cola is not the sort of company to live on its past glories; instead it looks to the future as a challenge and constantly seeks new markets and ways of increasing its market share in areas where it currently has a strong presence. It is the world's largest producer and distributor of syrups and concentrates for soft drinks. Products developed by the Company are sold through bottlers, fountain wholesalers and distributors around the globe. Brand Coca-Cola accounts for about 75 per cent of the Company's unit sales volume of soft drinks. The remaining 25 per cent consists of well known soft drinks such as Sprite, Fanta, Fresca, Mello Yello, Surge, POWERaDE, Barq's Root Beer and many other brands. The Company's soft drink operations are managed in 6 Groups: North America, Latin America, Africa, Greater Europe, Middle/Far East and The Minute Maid Company (the world's leading marketer of fruit juices and fruit drinks).
Just a few years ago, Coca-Cola attracted frequent headlines as consumers in China, India, Eastern Europe or Russia tasted Coca-Cola for the first time. Now however, Coca-Cola has become a well established soft drinks product for billions of new consumers throughout the world. Today, the challenge facing The Coca-Cola Company is to establish successful patterns of distribution to its global consumers. This case study therefore focuses on the ways in which high quality relationships have been established with bottling franchisees across the globe to make sure that consumers' needs and wants can be met in the most effective way.