Coca-Cola – 'MOTOR'ing to WIN
BUSINESS SITUATION:
Thailand is a mid size (Population: 65 MM), developing market, with an established culture of consuming Sparkling Soft Drinks. It represents a huge business opportunity for the Coca-Cola System.
Market situation in early 2007:Back in 2006/2007, the growth of sparkling soft drink in Thailand was relatively flat and Traditional Trade continued to be the dominant channel (55% of volumes) despite the emerging popularity of Modern Trade Channels (Hyper/Super/Convenience). While The Coca-Cola System (KO) won consistently in Thailand in absolute terms (volume, profit, and value share in Non-Alcoholic Ready-to-Drink beverages) – the business...