Obtaining data about Coca-Cola’s shifting alliance portfolio over time is inherently difficult due to the enormous size of the company. Some data has been compiled below to demonstrate how Coca-Cola’s relationship with both its US and International bottling partners has flourished and consolidated over time.
Citation: "About Us: Our Heritage: CCE Timeline: The Evolution of Coca-Cola Bottling and CCE." Home Page. Coca-Cola Enterprises. Web. 28 Mar. 2011. http://www.Cokecce.com/pages/allContent.asp?page_id=88.
This graph illustrates Coca-Cola’s company growth over time. Until around 1970, the company was growing at an extremely rapid pace, and was picking up ever more independent bottlers along the way. During the 1970s, Coke undertook a major investment of time and money to help many of its bottlers consolidate. It was becoming difficult for the company to keep up with almost 400 independent domestic bottlers, and hundreds of other bottlers outside the country. As a result of continuing consolidation in the following two decades, the company has trimmed its bottling alliance portfolio in the US down to just over 100 players at the turn of the century.
Other posts on Coca-Cola's brand and strategy:
Coca-Cola: Company Strategic Alliance Objectives with Suppliers
Coca-Cola: Company Strategic Alliance Objectives with Bottlers
Coca-Cola: Company Strategic Alliance Objectives with Brands
Coca-Cola: Life-Cycle Model of Evolving Strategic Alliance Strategy Early Days
Coca-Cola: Current Strategic Alliances – Major Strengths
Coca-Cola: Life-Cycle Model of Evolving Strategic Alliance Strategy
Coca-Cola: Current Strategic Alliances – Major Weaknesses
Coca Cola: Future Strategic Alliance Objectives and Strategy Overview Recommendations
Works Cited Page for Coca-Cola Analysis of Alliances Portfolio
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