Coca-Cola is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce more than 230 brands. Coca-Cola follows a decentralized business model. The company applies the "Think local, act local" strategy to all aspects of its business. It employs as many nationals in its international business as possible. Coca-Cola firmly believes that local people are better equipped to do business at their home locations. The company has a Global Service Program, which focuses on the development of a core group of workers for international mobility.
Coca-Cola without doubt has a global product. Coke has done an excellent job in the past converging consumer preferences around the world. For example, Coke had sweetened its traditional formula in Japan to compete with sweeter-tasting Pepsi. Coke has also diversified its assortment of beverages to include refreshment, rejuvenation, health/nutrition, and replenishment. .
As a multinational corporation, coke operates in nearly 190 countries. Coke has bottling plants throughout Asia and Africa. Like any company, Coke wants to make money. Therefore, it builds production facilities in less developed countries to maximize its profits and create shareholder value. Coke chooses to produce in well- developed countries such as U.S. and Europe to maintain quality and safety of its products. Recently, Coke has set up a bottling facility in Angola. Angola has been devastated by civil war since 1975. Coke had stopped manufacturing soft drinks in Angola more than a quarter century ago. To increase profits, cut operation costs, etc., Coke chose to go back to Angola investing $36 million. The investment has now grown to about $44 million. Coke plans to build another plant in Lubango, in the south of Angola. Coke provides bus services and security guards for its employees in Angola.
Coke is simply trying to increase consumption outside North America.
