As Growth Slows Elsewhere,Beverage Giant Targets Nations’ Vast Hinterlands
Thursday, August 12, 2004
“Far from the prosperity and growing competition in Asia’s glittering big cities — where growth is beginning to cool from a once-blistering pace — the beverage giant is investing tens of millions of dollars to expand its production and distribution footprint. The strategy is to market super-cheap sodas to a vast population that in the past was considered too poor, provincial or difficult to reach for consumer-product companies. If successful here, Coke could be mapping a new strategy for how Western companies approach hundreds of millions of potential customers on the lower rungs of Asian society.” Read full article here.
Source: The Wall Street Journal