Coca Cola

How Coca-Cola Manages 90 Emerging Markets The worlds largest beverage guild has delegated major decision making to individual markets, but it maintains its round brand strategy through collaborative pr playices. by William J. Holstein fritter away courtesy of the Coca-Cola lodge Ahmet C. Bozer, president of the Coca-Cola Companys Eurasia and Africa Group, has spent his flight demonstrating how a large planetary company can condition a strategy and expression itself to compete in emerge markets. Coca-Cola is one and only(a) of the most goon exclusivelyy answerive international companies, filiation 80 percent of its gross sales from outside the U.S., and it is therefore one of the most experienced in tackling emerging markets, including Egypt and Pakistan, where political accent renders the business environment changeable and Coca-Colas strategy has prove resilient. Bozer, who was born and raised in bomb calorimeter, has worked for Coca-Cola since 1990 in var ious capacities, including trading operations and finance, as intimately as leading the Coca-Cola bottling company in Turkey. He is before long based in Istanbul, where he oversees 90 markets, ranging geographically from India and atomic number 16 Asia through the Middle East and all of Africa, across Turkey and the Caucasus into the countries of the former Soviet Union.

This territory accounted for 16 percent of one Cs sales last year, for a retail quantify of US$10 billion, and Bozer expects that number to call forth quick during the next decade. Like four other regional presidents, Bozer reports at one ti me to Coca-Cola Chairman and CEO Muhtar Kent! in Atlanta, Ga. Bozer sat galvanic fold with us at the Coca-Cola offices in New York. S+B: Your late CEO Roberto Goizueta charged the company to think global, act local in its strategy. How do you accomplish this? BOZER: I lack it was as easy as repeating the slogan. The key for international companies is finding the right mix of global and local in their operations. The Coca-Cola brand is global, but it must be locally relevant. We...If you motive(prenominal) to get a full essay, order it on our website: OrderCustomPaper.com

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