Coca-Cola's MDCs: Distribution Effectiveness vs Social Responsibility?

Coca-Cola's MDCs: Distribution Effectiveness vs Social Responsibility?

  • Case
  • Supplementary Resources
Abstract

By June 2010, The Coca-Cola Company's (Coca-Cola) micro distribution centre (MDC) network in Africa had proven to be incredibly successful. Coca-Cola had built up the network to distribute its products through small, independent local entrepreneurs to even smaller outlets, enabling the company to reach markets that traditionally had been very difficult to access. Now social marketers were approaching Coca-Cola for permission to distribute their own products using the MDC network. Paul Fourie, group strategy and business planning director of Coca-Cola Eurasia and Africa, soon had to present his recommendations to Coca-Cola and its bottlers – and wondered what he should suggest as the way forward.

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles