COCA COLA VIETNAM ANALYSIS

Vision statements have to answer the question “What do we want to become?” while a mission statement answers the question “What is our business?” A clear business vision will help the fi

COCA COLA

I/ Coca Cola Vietnam Background

In 1886, Coca-Cola history began when the curiosity of an Atlanta pharmacist, Dr John S Pemberton, created a distinctive tasting soft drink that could be sold at soda fountains He

created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with

carbonated water and deemed “excellent” by those who sampled it Dr Pemberton’s partner and bookkeeper, Frank M Robinson, is credited with naming the beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today.1 Coca-cola is distributed by 14

million distributors all over the world nowadays

In 1960, Coca-cola was the first time introduced in Vietnam After that, Coca-cola Indochina Pte Company was established officially in Vietnam on August 1995 Since then, Coca-cola has somelocations in Vietnam, which were united as one Beverage Company called Coca-cola Vietnam with the head office located in Thu Duc District, Ho Chi Minh City

II/ Vision and Mission

In the strategic management model, clear vision and mission statements are very vital for

alternative strategies to be formulated and implemented

Vision statements have to answer the question “What do we want to become?” while a mission statement answers the question “What is our business?” A clear business vision will help the firm build a comprehensive mission statement and a clear mission is needed before alternative strategies can be formulated and implemented

So developing a good vision and mission is essential for any firm and a big company like Coca Cola is not an exception

considered as envisioned future which needs both 10-to-30-year BHAG(s) and a vivid

description

Elements of a good vision

By Dr Hoa Thi Thu Ho, Strategic Management Lecture

“To continue to thrive dispatched in the next 10 years and beyond, we must look ahead and understand the trends and forces will shape our business in the future and move quickly to prepare for what is to come We have to get ready for today and tomorrow” 2 This is Coca Cola

Vision in 2010; it creates one long-term destination for the business and provides a "roadmap"for winning together with bottling partners The world is changing day after day The world andthe individual country are changing To be suitable for the environment in each country, Coca

cola poses a vision called “2020 Vision” as an improved vision for future aims

The current vision is: “Our vision serves as the framework for our Roadmap and guides every

aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.” 3

2Coca-cola Company, Vision mission and values, company/mission-vision-values , By Coca-cola Company website

http://www.coca-colacompany.com/our-3 Coca-cola Company, Vision mission and values, company/mission-vision-values , By Coca-cola Company website

http://www.coca-colacompany.com/our-Yes No

Current vision: ““Our vision serves as the framework for our Roadmap and guides every

aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.” (http://www.coca-colacompany.com/our-company/mission-vision-

values, 21/12/2013)”

CORE VALUES

Core values are set to define the criteria, attitudes and behaviors that will be required to make the

“2020 Vision” real in Coca vision This vision and values are made throughout the years, mostrecently in 2020, also known as the “Coca Vision 2020” including:

First is Live Our Values It serves as a compass for Coca cola company’s actions and describes

how they behave in the world In leadership, Coca Cola encourage employers to shape a betterfuture by the best leading role in beverage industry In collaboration, Coca is looking forward tooperating collective power Coca cola is also reality in integrity of every area they are and haveresponsibility for giving accountability The passion is extremely important so that it iscommitted in heart and mind of every Coca cola member and inspire to people Coca colacontinuously support a diversity of products and it becomes a criterion inclusive as Coca Brand

Especially in quality, Coca cola has a slogan: “What we do, we do well” It is proved that the

quality of Coca Cola’s soft drinks is always in the best rate and favored by more people Theprogram promotes the highest standards in product safety and quality, occupational safety, andhealth and environmental standards across the entire Coca-Cola system Coca-Cola does not

contain alcoholic, and company do not add alcohol as an ingredient Any traces levels of alcohol

existing in Coke, governments and religious organizations have recognized that is a result of natural processes, are completely normal and are acceptable in non-alcoholic foods and beverages.4

4 Coca-cola Company, Product safety and quality,

http://www.coca-colacompany.com/sustainabilityreport/me/product-safety-and-quality.html#section-safety-and-quality-in-every-serving , By Coca-cola Company website

Secondly, Coca cola focuses on the Market, especially on needs of consumers, customers and

franchise partners Getting out into the market, listen and observe helping them to learn andunderstand more their business environment They become a world view focusing on execution

in the marketplace every day However, the curiosity is never satiable because it is the factorstimulating the learning and development

Thirdly, Work Smart is one of the most important core values They always act with urgency,

remain responsive to change, have the courage to change course when needed, remainconstructively discontent, work efficiently These are the smart way to work that brings moresuccess to Coke in the future

Fourthly, Coca cola act like an owner by understanding needs and what to do well for

themselves and their customers An owner must have a smart system to operate and must focus

on building their values, positioning in the beverage market The action of rewarding for peoplewho take risks and find better way to solve problem is a good solution to increase and develop

the loyalty Learning form the outcomes is also a qualification of an owner Finally, Coca cola

inspire creativity, passion, optimism and fun as their brand

CORE PURPOSE

Core purpose is the organization’s for being, and it is also a part of core ideology besides core

values With new vision, 2020 vision, Coca Cola has been set up a big aim to “continue

achieving sustainable, quality growth” in the beverage industry

BHAG

As well as a good core ideology, Coca Cola includes it’s envisioned future with BHAGs and avivid description below, which can conjure up pictures and images of a great leader as well asfirm in beverage industry

 People: Be a great place to work where people are inspired to be the best they can.

Attract, engage and retain the best talent by knowledge, inspiration of passion, recruiting,developing and advancing women, achieve true diversity

 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy people's desires and needs with more than double in serving to over 3 billion aday Coca cola accelerates growth, acts to ensure the next generation of youth fallings inlove with Coke, continues to increase the values of portfolio with many actions such asdeveloping the innovative premium brands, bringing this innovation to the marketquickly, satisfying needs of consumers, using updated high technology and ensure thestandard of products

 Partners: To be the most preferred and trusted beverage partner, nurture a winning

network of customers and suppliers, together we create mutual, enduring value Thinkingand acting like an integrated global enterprise

 Planet: Be a responsible citizen that makes a difference by helping build and support

sustainable communities toward to not only the global leadership in sustainable wateruse, the industry leadership in packaging, energy and climate protection as well

 Profit: Maximize long-term return to shareowners while being mindful of our overall

responsibilities

 Productivity: Be a highly effective, lean and fast-moving organization; manage people,

time and money for the greatest effectiveness

The vision 2020 is a great direction for Coca cola’s development in beverage industry Thecompany is aware of what they need to do in present and in the future They concern not only

in their profit or productivity but also in people This can support them to develop in bothquantity and quality

2 Mission

Mission is also a vital part to build the image of the brand as well as vision Mission have to reveal what an organization wants to be and whom it wants to serve so to develop a good mission, diverse managers need to participate to find out effectively establishing objectives and formulation strategies

Coca Cola need a clear mission before setting up alternative strategies to be formulated and implemented Mission will be analyzed based on nine main factors which are customers,

products, markets, technology, concern for survival growth-profitability, philosophy, concept, concern for public image and employee

Current mission: “Our Roadmap starts with our mission, which is enduring It declares our

purpose as a company and serves as the standard against which we weigh our actions and decisions.”(http://www.coca-colacompany.com/our-company/mission-vision-values,

21/12/2013)

“Our Roadmap starts with our mission, which is enduring It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.”

 To refresh the world

 To inspire moments of optimism and happiness

 To create value and make a difference 5

5 Coca-cola Company, Vision mission and values, company/mission-vision-values , By Coca-cola Company website

http://www.coca-colacompany.com/our-Above are three main factors that is inspiration for doing with Coke’s mission from current to thefuture, at least to 2020 with company’s expectation of serving people best

Customers: Align for Coca cola’s franchise structure to create unsurpassed values for

customers For Coca cola, customers are the ones who need to be appreciated and offered themost quality products and the best of serving from Coca cola The company serves the diversity

of customers including their agencies, distributors and all the Coca cola users in a large scale

Products: Coca cola towards to bring the safety and quality products which ensure about the

natural alcohol levels, colorings and carbon dioxide level…Diversity in kind of drinks is also acriteria of Coca cola products There are many kinds such as Coca-Cola Light (or Diet Coke),Coca-Cola Cherry However, coca and cola is the main favor in drinks Its major products areCoca cola soft drinks Other kind of Coca cola products such as Diet Coke or Cherry…countsless in market

Market: Expand the market of Coca cola, gain the aimed point of sales Coca cola expand their

consumption investment They increase to participate and serve in local, provide more outlets

and to many specific shoppers They also focus on selling and merchandising The company has

competition with many beverage companies in the market Pepsi Company is the most importantcompetitor because of large market share in beverage industry

Public image: Mission of Coca cola is not only a leader in offering the best drinks, but also a global leader in environment protection, in packaging and producing and disposing system

Philosophy: Coca-Cola Enterprises provides products and services meeting the beverage and

business needs of thousands of retail customers Opening dialogue and ongoing relationships,

Coca cola work to build mutual understanding and trust to pursuit the goals Customer

relationships are central to Coca cola’s effort and philosophy Coca cola has a slogan:

“Anywhere, anyone, anytime, always Coca cola” However, this should be seen directly on themission because it is the inspiration to cheer people use Coca cola

Technology: In the mission, there has not been this segment yet The company displays their direction of technology in the vision report as the purpose needed to achieve such as using the

advanced and modern technology which contributes to increase the productivity Coca cola

produces the first-ever recyclable plastic bottle made from plants In 2012, Coca cola managed

to recycle 371M pounds of recovered aluminum and PET plastic beverage containers.6 This is avery important element which should be considered in company’s mission

Self-concept that Coca cola is the firm which refreshes the world with the delicious and fresh

drinks, inspires the people of the Coca cola’s passion, brings people on over the world themoments and feelings of optimism and happiness, creates the difference from other beverage inorder that customers can remember and appreciate Coca cola’s values

Concerns for employees: increasing people’s system knowledge and cross-system movement,

inspiring employees to be passionate, recruiting, developing and advancing women, makingbetter conditions for all employees to devote their creative and qualification for great drinks

Concerns for growth, profit, survival: This element is not also demanded in the mission but generally the company displays what to do in a detail report Coca cola boosts investment in

sales and market execution, operate the lowest cost manufacturing and logistics in every marketwhile maintain the quality standards; also use the size and expertise for creating the economicscale

The Coca cola mission has huge inspiration which spreads company’s expectation to their

employers as well as customers Besides, Coca Cola mission statements also have some essentialcharacteristics such as broad in scope, less than 250 words in length, inspiring, identify the utility

of the firm’s product, enduring and include most of nine components discussed above

However, there are some important components that should be considered and put in the mission such as technology, philosophy and its concern for survival growth and profitability The missionneeds to be more detail, which would show the customers and employers know what Coca Cola’s aim, targets and big picture about it in future

III- External environment factors- PESTEL

6 Coca-cola Company, Infographic: our 2020 environmental goals,

http://www.coca-colacompany.com/plantbottle-technology/ , By Coca-cola Journey

While the internal environment of an organization is factors inside its firm and affect the organization’s performance as well as can control, the external environment factors are something outside of the boundaries of the company which can’t be controlled or forced to change To be success, any company has to analyze both internal and external environment factors to have to most appropriated strategies forward the economy By analyzing the internal environment, company will find out its Strengths and Weakness to change in a suitable way, while analyzing external environment will help the company figure out its Opportunities and Threats in the particular market that they are investing in

Coca Cola is a well-known multinational company, they might know their Strength and Weakness clearly, but to have a good strategies forward Vietnam market, Coca Cola

Company needs to analyze its Opportunities and Threats by PESTEL analysis PESTEL analysis is a method focusing in the external factors of the business and the environment PESTEL stands for Political, Economic, Sociological, Technological, Legal, and

Environmental All of those components will affect the company in a positive or negative way is up to a good analysis and strategy forward it

Political Analysis

As we know, the government has the power to set fines for the companies not meetingtheir standard law requirements The changes in laws and regulations, such as tax policy,government regulations, social welfare policies, political risks might affect the company as well

as their entry in foreign countries The political conditions, even the civil conflict can impact tothe markets and other governmental changes that affect their ability to penetrate the developingand emerging markets that involves the political and economic conditions However, Coca Colacontinuously monitoring the policies and regulations set by the government

The biggest difficulty is prompted many experts to be the multinational corporations often usethe " guise " of proprietary material or technology , that agency is difficult to determine theactual cost of inputs Vietnam businesses spend Coca Cola, according to the tax agency costsflavorings imported from the parent company accounts for about 70-85 % of the cost of plant inVietnam The data cannot be determined by the agency because of not knowing whether theproportion of flavor additives from Coca Cola parent company in Vietnam is, compared to othermarkets to put conclusions However, this is the major reason Coca cola Vietnam proves for theirlosses to dodge the government policy of tax It also makes a bad reputation for Coca cola inVietnam.

Government regulations

As a famous brand, manufacturer, distributor and seller in beverage industry, the Coca-ColaCompany and other soft drink manufacturers are subject to antitrust laws of general applicability.The Company may have an exclusive right to manufacture, distribute and sell a soft drinkproduct if its product is in substantial and effective competition with others of the same generalclass in the market It is the general regulation in business in every country However, there aresome regulations strictly limited and prevent the expanding For example, the Coca cola hasexperienced public policy which challenges them about the sale of soft drinks in elementary,

middle and high schools At January 1, 2006, a number of states had regulations restricting the

sale of soft drinks and other foods in schools Many of these restrictions have existed for several years in connection with subsidized meal programs in schools.7 This regulation cares about theyouth’s health as well as nutrition This led to obesity among students and it affected directly tothe business of Coke Company in that period Moreover, the restrictive legislation, if it enactedfor a long time widely, it could impact on the Company’s products, image and reputation as well

Social welfare policies

Coca cola offer high-quality brands and reputation in many countries on over the world.Company significantly understand and believe that everyone should have benefit The businessshould bring benefit and refreshment to the people, which is central to the way The Coca colaoperate in communities around the world The company plays the role as a good neighbor andresponsible citizen by helping people In Vietnam, the company set up many regional and local

foundations, organized charity programs in local Some reality programs such as “Vietnam

pushcarts program” – helping economically disadvantaged women build sustainable livelihoods

In the first season, 2,000 women in Ho Chi Minh City and Hanoi are being given custom-builtpushcarts to sell a selection of ice-cold Coca-Cola beverages This program provides all the

7 Mar 14, 2007, Government regulations,

http://www.wikinvest.com/stock/Coca-Cola_Bottling_Co._Consolidated_(COKE)/Government_Regulation , By Wikinvest.

women with an initial quantity of discounted product and sales training to help get their newmicrobusinesses “Supporting education and youth development” with projects and scholarships

To support students in orienting and developing career in the future, The Coca - Cola Vietnamorganized the "Open Entrance To Success" for final year students at universities of HCMC.These educational supporting activities the company held typically such as Success SkillsWorkshop – to train soft skills for over 6,000 students throughout the country in the 2008 - 2010,

to help students complete the interview skills and workplace integration quickly In addition, theworkshop program in Business Skills (2010) and Class Selling Skills Training ( 2013 ) in HCMCand Hanoi also has support for nearly 350 small business about management capacity, sales andexpand business operations in the future In addition, Coca - Cola Vietnam has cooperated withThe newspapers of Youth to provide Nguyen Thai Binh scholarship for students who have goodacademic achievements with a total value of 300 million

The political risks are impact to change in its business The complicated as political conflicts,

disagreements cabinet and sluggish affect the development and sales Typically, the recent globalcredit crisis and its effects on credit and equity market apparel conditions affect the Coke’sfinancial performance adversely and Coca cola Vietnam as well This reduces the consumption

of soft drinks from the stores and outlets Departments and other sectors of society focus onsolving crisis, revive the economy However, it takes time and efforts Fortunately, Vietnam has

a steady political condition However, some affairs such as economic crisis, East Sea conflicts

also affect to Coca cola Vietnam, but not too much

Overall, the opportunities for Coca Cola are Social welfare policies and the threats are Taxpolicy, government regulations and political risks

All above pose opportunities for Coca cola Vietnam to develop the reputation with socialprograms They do these well to gain the people support However, political situation or stateregulation is also the important point that Coca cola Vietnam must notice It can prevent theiroperation effectively in the future

Economic analysis

Economics has a huge impact to not only the business of Coca cola company but also any othercompanies The main factors include interest rates, inflation rates, tax rates or consumptionpatterns These agents can both benefit, even difficult for company's operations

Inflation rate affects the business, especially the prices of products I use the chart to analyze for

inflation’s impact to the products’ prices of Coke

Coca-cola inflation adjusted price from 1997 to end of May - 20138The blue line is Coke’s nominal price and the red is the inflation adjusted price We can see theinflation make the price increase However, this adjusting is not equal for anytime It is up to theeconomic situation and the state’s current inflation rate forcing price of products to increasedramatically or slightly

Above is the total of inflation of Coca cola In Vietnam, this condition might be worse becauseVietnam has a high inflation rate per year It is also control by the government but its level stillimpact to the company’s operation, and particularly affects to the price of products

In addition, the inflation rate of Vietnam economy also has been fluctuating for years, which alsoaffect directly to Coca Cola consumption in an unexpected way

8 Coca-cola inflation adjusted chart KO, cola-inflation-adjusted-chart-ko , By About Inflation

Consumption patterns

The economy in Vietnam is growing rapidly It is advantages for the company's operations.Announced $ 300 million investment in Vietnam in the next 3 years, president of Coca-Cola,

Muhtar Kent said that this was still an attractive market as consumption of new people with 20%

of the average world.9

Monthly Average Consumption Expenditure per Capita at current Prices in Vietnam

Totally, 3.1% of all beverages consumed around the world are Coca-Cola products Of the 55 billion servings of all kinds of beverages drunk each day (other than water), 1.7 billion are Coca-Cola trademarked/licensed drinks.10 That proves the average person consuming at leastone Coca-Cola product every four days, with more than 3 percent of all beverages that areconsumed coming from the Coca-Cola firm Here is a look at the average per capita consumption

by country of Coca-Cola drinks, including the company's bottled waters, sports drinks andvarious sodas, according to the company based on a serving size of 8 ounces Number ofservings per year: India: 12, China: 38, Kenya: 40, Russia: 73, South Korea: 84, France: 149,Japan: 179, Germany: 190, Great Britain: 210, Brazil: 230, South Africa: 247, Canada: 259,United States: 403, Mexico: 72811 These shows the Western countries are the big market andMexico is the country drinks Coke most

9 VNexpress, Đầu tư vào Việt Nam vẫn rất hấp dẫn, tu-vao-viet-nam-van-rat-hap-dan/ By VNexpress

http://www.thanhlapcongtytrongoi.vn/chu-tich-coca-cola-dau-10 Coca-cola 2011 SEC filings, Jun 9, 2011, 15 facts about coca-cola that will blow your mind,

http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1#ixzz2o42ARmARR , By Business Insider

11 Jul 7, 2012, Which countries drinks most coca-cola drinks?, most-coca-cola-drinks , By Associated Press

http://bigstory.ap.org/article/which-countries-drink-In Vietnam, the amount of Coca cola users is competitive with many other beverage companies.Vietnam is a attractive market for domestic and foreign beverage companies Internal companyoperating in this industry such as Tan Hiep Phat is very successful in touching consumers Thecompetitor, PepsiCo always plays important role in sharing the marketing with Coca colaVietnam There are both opportunities and challenges in consumption in Vietnam market

The opportunities: consumption patterns

The threats: Inflation rate, income tax

During 20 years operating in Vietnam, Coca cola has many scandals about the taxation which gettheir reputation down The economic contribution of Coca cola Vietnam is not as much as itsleaders say Besides, the inflation is also a threat for Coca cola Vietnam because its level andchanging in Vietnam is very complicated

Social, demographic analysis

Healthier lifestyles has strongly influenced the sales of non-alcoholic beverage sector for manycustomers desiring to bottled water and diet colas like Coca-Cola Light or Zero, instead of beer

or other beverages Most of the population is within the youth Many customers are moreconcerned about their health in a long term It becomes the needs which manufacturers mustnotice Some other factors are demography, income distribution, people habits, social class InVietnam, young people more and more prefer to use soft drinks nowadays Vietnam market ofdrinking Coca cola is catching up with the world

Demography is an important factor In the international market, the population of the country

affects to the consumption for beverage Over the next 12 years, changing demographics willdrive strong growth in the beverage industry

Above are the fast-growing nonalcoholic ready-to-drink (NARTD) beverage industries We

can see in urban, the growth of NARTD is very higher than average of the world and in themiddle-class population, the growth is dramatically rising It is expected to continue growingmore strongly for the next 12 years for retail sales It is believed the industry will add more than

60 billion unit cases and expand retail sales by nearly $600 billion by 2020 This growth willincrease retail sales to more than $1 trillion by 2020 This projected growth is being fueled by an

800 million

Growth in worldwide

population

Growth inurbanization

Growth in class population

middle-900 million

1 billion

unprecedented increase in middle-class consumers and fast-growing urban societies, despite

today’s economic climate These trends indicate that there will be more people with moreincome paying ability who potentially will tap into refreshment and convenience from Coke.Besides, the general poverty rate and food poverty rate are decreasing, which also a positive signfor Coca Cola

Income distribution is a quite impact on business of Coke The ability of paying for beverage

depends on income People who have a high income are willing to pay for beverage more usual.Income distribution is not equal among all people However, in urban and industrial areas, wherehas economic development capita income is higher than other places In Vietnam, HCMC, Hanoiand other big cities have more amounts of people using Coca cola Consequently, sales of Cokegenerally higher in urban areas than rural, in developed countries higher than developing andunderdeveloped countries

Additionally, another factor is the buying habits Retailers can use consumer buying habits to

facilitate their own product placement and retail strategy Buying habits can be understood withthe mean of the buying habits of different people Coke’s price is not expensive which adapt tomost of people in every class However, people who have ability to pay have more chance tochoose Coke for their beverage than someone who can’t afford and do not want to spend their

money for entertainment beverage Otherwise, the youth trend to drink Coke more than the older

or the kids

Different shopping behavior exits across categories

Source: Statistical Yearbook 2011

Increase in middle-class consumers The Coca cola produces various kinds of products with

the suitable price for almost people in every social class Sales of Coke concentrate on themiddle class most However, with the suitable price, Coke supplies a suitable choice forconsumers who have ability to pay and adapt to their hobby or habits of beverage, except forpeople who are too poor to think about a bottle of soft drink The Coca cola also set upfoundations or charity program to bring fresh Coke to these people through charity programs

The rise in Vietnam middle class and its consumer segment and spending in 2011

Source: Statistical Yearbook 2011

The opportunities: Demography, Income distribution, buying habits and the middle class

The threats: Demography, income distribution (the less crowded the places are, the less productscompany can sale.)

This factor generally is similar to the rest of the world about the distribution, habit,hobby….Therefore, in Vietnam, if the company points to the opportunities and solve thelimitation, coca cola Vietnam will develop with correct direction

Technological analysis

Technological techniques are valued This creates opportunities for new products and advancedproducts High and modern technology will increase the company’s productivity and producesbest drinks for the market Technology includes science research, efforts for advancedtechnology, new discoveries or products, internet…

Researches are necessary for the understanding customers and create the new products Coca

cola company always observe and update information from their customers This aims to satisfycustomers The studies were conducted to investigate the habits or income, ability to pay,including taste and health needs From the study of mass, Coca Cola launched products andservices best suited to the age and needs of the customer Diet Coke is an example

High technology offers many advantages for producing, packaging In order to continually grow

the business, The Company need to be increasingly efficient in use of resources This is requirednew investments in technology, innovation, a significant amount of collaboration throughout theCoca-Cola system Acceleration of innovations around water, packaging, equipment, energy andagricultural resources will enable Coca cola’s system to meet the new market demands In 2008,The Coca cola took many steps as a system to minimize our environmental impact We alsointroduced and started for operate a new global system sustainability targets for waterconservation and climate protection

Vietnam has one staff eager to learn to receive advances of science and technology in productionand business where should be a potential place for Coca cola activities To prove this, Coca-ColaVietnam has opened a new production line in Da Nang The investment in infrastructure hascreated a lasting positive impact through the cooperation and support of local suppliers in manydifferent industries such as packaging industry In addition, to expanding activities in Da Nang,Coca-Cola Vietnam continues to conduct investment projects in 2 factories in Hanoi and Ho ChiMinh City from 2013 to 2015, and the company investors also focused on local projects with thegoal of developing new sustainable communities

New discoveries, products to reduce the impact of our packaging, maximize the use of

renewable, reusable and recyclable resources, and recover the equivalent of 100% of ourpackaging, the Coca cola produces recycled PET (polyethylene terephthalate) plastic with thehigh tech

Internet contributes for operations, which leads to the efficiency of company's advertising,

marketing and promotional programs The new technology advances of television and internetthat use incomparable effects for advertising through the use of media Those advances make the