Coca-Cola’s three-stage model for responding to COVID-19

Coca-Cola, the soft drinks manufacturer, has mapped out a three-phase strategy as it responds to the COVID-19 crisis.

Why it matters

Brands with a strong presence in brick-and-mortar retail, and out-of-home channels such as restaurants, need to map out specific plans for navigating the fluctuations of COVID-19. This process should follow various potential scenarios depending...