Coca-Cola Distribution

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Coca-Cola Distribution System

Taking care of the product, overall marketing, and product development of the Coca-Cola is in Atlanta. But each country has its own called “bottlers”. A bottler is a company which mixes drink ingredients and fills up cans and bottles with the drink. The bottler then distributes the final product to the wholesale sellers in a geographic area. Large companies like the Coca-Cola Company sell their product to bottlers like the Coca-Cola Bottling Co., who then bottle and distribute it. In Africa, they have two sorts of distribution models. Manual Distribution Centre which operates within densely populated areas, run from shipping containers painted red. They receive a delivery of Coca-Cola once a week or thereabouts. Typically a Coca-Cola lorry/truck leaving the bottler will visit one MDC which will take the entire load. Distribution from the MDCs is mostly ‘manual’ with crates being loaded on to handcarts, bicycles etc.

For product-focused companies, establishing the most appropriate distribution strategies and system to reach their final products to the final consumer or end users is a major key to success. As what I have understood, one distribution system of Coca-Cola in Africa goes like this: Densely Populated Areas

Densely Populated Areas
Producer
Producer
Manual Distribution Centre
Manual Distribution Centre
Handcarts, bicycles
Handcarts, bicycles

Having MDC, somewhat act like an intermediary, as a means to distribute the product, is not appropriate because it operates only within the densely populated areas that the product cannot reach the very remote areas knowing that people all over the world, even in the most remote parts of developing countries demand Coca-Cola, and it appears that it is still the Coca-Cola brand that is responsible for getting Coca-Cola to the most remote parts of the developing countries.

Another distribution system of Coca-Cola is with the use of the lorry
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