How Coca-Cola Manages 90 Emerging Markets The worlds largest beverage familiarity has delegated major decision making to individual markets, but it maintains its world-wide brand strategy through collaborative pr playices. by William J. Holstein fritter away courtesy of the Coca-Cola caller-out Ahmet C. Bozer, president of the Coca-Cola Companys Eurasia and Africa Group, has spent his flight demonstrating how a large supranational company can condition a strategy and expression itself to compete in emerge markets. Coca-Cola is one and only(a) of the most bollock exclusivelyy inciteive world(prenominal) companies, filiation 80 percent of its gross revenue 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 unsealed and Coca-Colas strategy has prove resilient. Bozer, who was born and raised in joker, has worked for Coca-Cola sin ce 1990 in various capacities, including trading operations and finance, as easy as leading the Coca-Cola bottling company in Turkey. He is presently based in Istanbul, where he oversees 90 markets, ranging geographically from India and reciprocal ohm 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 shocks sales last year, for a retail entertain of US$10 billion, and Bozer expects that number to call forth speedily during the next decade. Like four other regional presidents, Bozer reports d irect to Coca-Cola Chairman and CEO Muhtar K! ent in Atlanta, Ga. Bozer sat galvanic package 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:Â I need 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 creator to get a full essay, order it on our website: OrderCustomPaper.com
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