What Coke Has Learned In The Last 10 Years
Goizueta's Strategy
- One System
- The labels 'global' and 'domestic' no longer apply.
- Have to plant our flag everywhere.
- Have 4 of 5 top soft drink brands.
- In the US, people consume more soft drinks than water. We'll see the same wave (elsewhere).
Isdell's strategy
- Distinct and different strategies for big emerging markets.
- Reinstatement of separate US and international heads.
- More nuanced resource allocation.
- Learning from Japan about variety.
- Halving of growth target.
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B
Redefining Global Strategy
