Big companies are big for some reason. Today I want to speak about Coca Cola a big company with 500 brands and more than 3,500 products. The company, as can be seen in the figure, has approximately 24 million locations with more than 900 bottling plants. So, how can Coca Cola manage the product and information flows?
First of all, Coca Cola company prepares concentrates, syrups and beverage bases. It is also the responsible for consumer brand marketing initiatives. Then, these products are sold to bottling operations. Finally, the bottling partners of Coca Cola manufacture, package, merchandise and distribute the final product to the customers and vending partners, who then sell the branded beverages to consumers.
As can be deduced from the information above, the bottling partners of Coca Cola are one of the most important part of the chain. They work closely with restaurants, movie theaters, convenience stores, among many others and then these customers sell the product to the final consumer at a rate of more than 1.9 billion servings a day.
Figure 1. Coca Cola logistics. Source: Own elaboration.
Another interesting point which make Coca Cola a successful company is the marketing. Coca Cola needs to transmit the power of a Coca Cola so it makes announcements to achieve this. Typically, it creates advertisements that try to reach people showing situations of everyday life. Coca Cola creates different ads depending on the country and the target segment.
According with all this information, two of the most important points of the company are the logistics which facilitates the management of the product flow and permits the availability of the products at the final store, and the marketing which transmits the information to the consumer.