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  • Power 50 Profile Ranking: 33
  • Title: president and CEO
  • Company: The Coca-Cola Co.
  • Key Developments: A protege moves into the CEO slot
  • What's Next: Coca-Cola sets its sights on international markets to offset faltering U.S. sales
Muhtar Kent - Power 50 Profile


Earlier this month, Muhtar Kent took the reins from Neville Isdell as chief executive officer of Coca-Cola, the world’s largest beverage company.

The 55-year-old Kent, who worked with Isdell in Europe and has been described as his protege, has a strong background in bottling operations and broad international experience with the company.

This combination “puts him in a really good position to lead growth in the burgeoning international market,” noted Bill Bishop, president of Willard Bishop, Barrington. Ill.

International operations represent 80% of the company’s operating income, and present opportunities to help offset faltering U.S. sales.

Coca-Cola experienced a 1% decline in sales volume in its North American market last year — due in part to the weakened economy and declining sales of carbonated soft drinks. “The vast majority of growth opportunity for global CPG companies is outside North America,” said Lauren Torres, an analyst with HSBC Securities in New York.

In addition to exploring these opportunities, Coca-Cola remains committed to restoring its flagship North American market.

“Consumers are skewing more to better-for-you beverages, and sugared colas aren’t really in right now,” Torres said. “Coca-Cola has had to look to diversify and have more product offerings to satisfy the changing consumer.”

Recent additions to its portfolio of 450 still and carbonated beverage brands include Full Throttle Hydration, a non-carbonated energy drink that includes electrolytes, and reformulated Nestea Green Tea Citrus, which claims to contain 50% more antioxidants than before.

“Over the last three years, [Coca-Cola has] made the right steps, be it in diversifying their platform, improving their relationship with their bottlers, or continuing to grow in international markets,” Torres said. “I guess their one challenge going forward is to stimulate and grow the U.S. business, or North America in total, which has been an issue.”

It will also have to address rising energy costs and their impact on bottlers. “If your bottlers aren’t doing well because they’re absorbing all these higher costs, then Coca-Cola won’t do well,” Torres said.

Kent’s well prepared for this challenge. “He has a bottling history, so he understands the dynamic,” Torres said.

— GEORGE ELLIS