Coca-Cola’s Revised Approach Deepens Retail Partnerships

Coca-Cola’s Revised Approach Deepens Retail Partnerships

  “Coca-Cola has improved its execution since it took back its bottlers. This is critical because improved execution helps in a flat category.” — Retailer

ATLANTA — In an era when retailer-supplier partnerships are defined by collaboration, the biggest manufacturers face considerable challenges.

They are expected to bring world-class resources and support while making sure their own expansive organizations are optimized for the needs of each customer.

The case of The Coca-Cola Co. is particularly interesting because it raised its game in partnering with retailers ranging from

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