Coca Cola

• Local bottling: adhere to the culture of the local popualtion
• management: global, worldwide
• Environmental: high co2 wants to reduce, deposit return systems in Canada (getting enough recycled plastic back)
• Company

  1. global organization with a mandate to grow
  2. develop + provide strategic services to bottlers
• Bottler

  1. cost effective
  2. the local independent company with the rights to product distribute Coca Cola brands
  3. local expense (capital interest) in the market + customer to create +execute winning strategy
• Company Goals

  1. brand has equity for time to come
  2. long term strategy
  3. integrity of the brand distributed to many restaurants
  4. whole country
• Bottler Goals

  1. reduce cost, increase sale price
  2. short term outlook, 1 year
  3. local adaptation, ensuring locality
  4. local representation, global bran
  5. manufacturing products in Canada in communities, local employers partake in the branding identity
• What are the advantages for KO
• What are the advantage for KO

  1. Pros: focuses on what they do best, partner has more local market knowledge, bottler knows more, local entrepreneur take control of bottler, less legal liability with bottler
  2. Cons: quality control risk (improper packaging), could affect overall image - still a Coca Cola product, facing social issues, negative impact - in Mexico cola is cheaper than water
• What are the advantages for local bottlers

  1. Pros: take advantage of the Coca Cola brand, following an already established business plan
  2. Cons: global company, makes decisions for bottlers, company holds power