COCA-COLA / CASE STUDY / BY KATRINA DODD

Issue 32, 17 August 2012

The ubiquity of Coke is the stuff of legend. Just last December the ColaLife charity partnered with the brand to distribute vital medication to far-flung regions of Zambia, such is the reach of The Coca-Cola Company's network. But a global presence is not the same as world domination. The 2020 Vision roadmap unveiled by chairman and CEO Muhtar Kent threw down the gauntlet to employees and competitors alike. Its headline targets were unequivocally ambitious: to more than double system revenue and servings by 2020, and 'be #1 in the non-alcoholic readyto- drink business in every market and every category that is of value to us.' So what do you have to be willing to do to make this happen? Well, you have to be ready to shake things up...