Abstract
Coca-Cola is the first company in the world selling sparkling beverages. The company is at the head of more than 500 sparkling drinks brands in more than 200 countries worldwide. The diversity of regions and culture (including buying behavior, occasions, religion, beliefs etc) are parts of the major issues facing this global brand. More precisely we can determine two key challenges for the Coca-Cola Company:
- Recognize market diversity and adapt products to it
- Leverage scale: be partners of world events like the Olympics games.
2) Efficiency and effectiveness will be ensured by accelerating economies of scale through:
- "Leveraging synergies and scale portfolio managing marketing projects"
- "Eliminating work duplication and focusing resources on innovation and executing with speed and excellence"
- "Building team trust and collaboration"
- "Simplifying marketing interfaces and decision making across regions"
These measures are looking to accelerate economies of scale
