Muhtar Kent, president of Coca-Cola Company, faced with an important decision in 2011, after the close of $ 12 billion deal to buy troubled operations in North America bottling from its largest bottler Coca-Cola Enterprises. This decision was due to several changes in the U.S. market, including an inability to bottling, to make decisive investments, growth of alternative, non-carbonated beverages, as well as the growing power of the national accounts, such as Wal-Mart. Now that Coke owned most of the North American bottling network, Kent had to decide whether the saving of labor and capital by filling the case was in the long Coca-Cola's strategic interest. If not, he has to re-franchise bottling business, again, like Coke did in the past? Or is there a third way? For one of the most successful companies in the world over the past 100 years, Kent answers to these questions had the potential to redefine the business model of Coca-Cola over the next century. "Hide
by David B. Yoffie, Renee Kim Source: Harvard Business School 24 pages. Publication Date: June 9, 2011. Prod. #: 711504-PDF-ENG
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