Coca-Cola is a total beverage company selling products in over 200 countries. The company operates in four different geographic segments: Europe, Middle East & Africa; Latin America; North America; and Asia Pacific.North America has 320 million consumers and an industry retail value of 350 billion. Latin America has 525 million consumers and a retail value of 100 billion. Europe, The Middle East, and Africa, has 2.1 billion consumers and an industry retail value of 350 billion. Lastly, Asia Pacific reaches 3.3 billion consumers and has an industry retail value of 475 billion. In many countries where Coca-Cola is not manufactured, some entrepenours will import it from nearby countries.
Coca Cola has a number of different strategies to grow in the future. First, the company wants to reduce the amount of brands that they offer under their company. They narrowed down their portfolio from 400 master brands to 200. This allows their global category teams to identify the greatest country and category combinations that drive the most effective return on their spend. The company is also implementing a networked organization allowing them to find a balance between scale and intimacy. Creating a networked organization also frees up time for more resources, energy for growth, facilitates accountability, and speed of execution across frontline areas closest to the consumer. Another strategy for growth is raising the bar for innovation across products, packages, equipment and processes. Coca-Cola also aims to create a more sustainable and better shared future. The company is taking a holistic approach to sustainability focused on social, environmental, and economic stewardship. This approach guides how the company supports and engages the people behind the brand such as farmers and employees.
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