Coke's Relationship with Bottlers: To "Revive and Sustain"



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Code : COM0030

Year :
2004

Industry : Beverages

Region : US

Teaching Note:Available

Structured Assignment :Available

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Abstract: The Coca-Cola Company (Coke), the world's leading soft drink company, has its success tied to its global bottling system. As the company's executives wielded more power and control over their bottling partners and neglected the partners' interests, their relationships strained and the company's performance got affected. On introspection, the company realised the need to revive its relationship with its bottlers and government regulators worldwide to sustain its success.

Pedagogical Objectives:

  • To discuss some of the changes Coke made in rebuilding the strained relationships with its bottlers

  • To discuss the importance of maintaining good relationships with partners, and taking their interests into account while designing policies.

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    Keywords : Coke's bottling operation; Consolidation of bottlers; Coca-Cola Enterprises (CCE); Acquisitions and mergers; Douglas Daft; Distribution channels; Coca-Cola servings; Contamination scares; Coke concentrate; Financial wizardry; Corporate Strategies Case Study; Donald Keough, Roberto Goizueta, Douglas Ivester; The Coca-Cola Company (Coke); Hellenic Bottling Company; Restructuring; 49% solution

    Contents :
    History
    Coke and its Bottlers
    Coke's Relations Strained


    Case Introduction >>


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