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.
Coca-Cola's MDCs: Distribution Effectiveness vs Social Responsibility?
- Author: &
- Publisher:Wits Business School
- Publication year:2011
- Online pub date:
- Discipline: Social Marketing, Supply Chain Management, Marketing Strategy
- Length:4,545 words
Industry:Food and beverage service activities| Retail trade, except of motor vehicles and motorcyclesOrganization:Coca-Cola CompanyOrganization Size:Originally Published In:2011). Coca-Cola's MDCs: Distribution Effectiveness vs Social Responsibility? WBS-2011-4. Johannesburg: The Case Centre, Wits Business School.& (Type:Online ISBN:9781473964136Copyright: © 2011 Graduate School of Business Administration, University of the Witwatersrand