Coca-Cola's Strategic

MORE FIZZ Seeking Lift, Coke Turns Focus Back to Bottlers chief executive officer Returns to Manila, Bearing a New Formula; A sea of Red T-Shirts By BETSY MCKAY June 1, 2007; Page A1 MANILA, Philippines -- This spring, Coca-Cola Co. Chairman and Chief executive Officer E. Neville Isdell visited here to put a struggling topical anaesthetic bottler into what he calls the hospital ward. Filipinos drink more soda per capita than slew in just about any other uphill market, a habit cultivated by more than 40 years of American colonial rule. But hamstrung by a lack of investment and weak marketing practices, Cokes Philippine bottler saw sales plummet. Poor results in the country, Cokes 11th-largest market, neaten a full percentage point off the attach tos global volume growth in 2006, which was 3.9%. Mr. Isdells plan to remedy the Philippines is central to his strategy for reversing nearly a decade of boggy performance at the soft-drink giant. While Coke has shown a high-profile expansionist bent in recent days -- it just announce plans to buy a flavored-water maker and develop a radical sweetener -- Mr. Isdell also has been undertaking the less-glamorous task of shoring up the companys core drink business. (See related article1.

) To accomplish that, the hot seat and chief operating officer is retooling some of Cokes bottlers, the companies that make and distribute drinks in markets around the world. Mr. Isdell is buying up troubled players, pushing them to enlighten their operations and packing boards of the largest operations with hand-picked executives. Once these ailing bottlers provoke been fixed, Mr. Isdell intends to sell them to companies that pledge to work closely with Coke. Three years after taking over Cokes global empire, Mr. Isdell is administering a jolt of caffeine. After a slow start to his tenure, in which he appeared hesitant to challenge the past, he is showing a willingness to depart from the play book of Coke Chairman and CEO Roberto Goizueta, who died in 1997 but still is revered by Mr.... If you destiny to get a full essay, order it on our website: Orderessay

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