Case study Coca Cola in Africa

Subject: Customer Relationship Management

Paper Model: APA

Paper Type: Case Study

Total Words: 868

Document Outline

Why Coca Cola is interested in Africa, which is typically regarded as part of the base of the global economic pyramid

What are the unique resources and capabilities that Coca Cola have that will help the company to compete well in Africa

What are the drawbacks in such a large-scale commitment in Africa


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The reason behind is pull and push strategy. The push strategy enables the company to find new sources of growth in Africa. Other markets in the world are giving tough competition to Coca Cola. For instance, Chinese, US, Europe, India and Japanese cold drink markets is already saturated and their local rivals are strong enough to deter strong growth opportunities for Coca Cola. They are already serving their local markets and it is bit difficult for Coca Cola to expand and grow in these markets. In such a situation, Africa is best suitable markets for growth and expansion.

            Markets are untapped and people could be provided good opportunity for cold drinks. Company has affectively tapped this opportunity for growth sources and used US$12 billion in Africa for distribution and plant facilities. This is apart of the plan to make investment in emerging economies. Africa is one of them. Emerging economies provide many opportunities for growth and development. Population in these economies has potential to investment in consumable commodities. Overall investment in Africa is $27 billion. This huge investment will enable growth in Africa.

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