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Douglas Ivester, the company’s market share started declining due to political (regulatory), economic, social (consumer), and technological (operations) challenges in the marketplace.
While Coca-Cola was trying to consolidate its position in it’s core cola market, there was an increasing shift in consumer tastes in favor of non-carbonated beverages such as juice, tea, and bottled water. Local brands in local markets moved in to fill the gap in Coca-Cola’s product lineup, and to cater to the growing local tastes and nationalistic preferences of consumers.
Coca-Cola’s global bottling & distribution system, consisting of ten anchor bottlers, was one of its greatest strengths...
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