Coca-Cola is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce more than 230 brands. Coca-Cola follows a decentralized business model. The company applies the “Think local, act local” strategy to all aspects of its business. It employs as many nationals in its international business as possible. Coca-Cola firmly believes that local people are better equipped to do business at their home locations. The company has a
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stock exchange, etc. Thus, Coke benefits from a lower cost of capital and a higher stock price.
In 2000, Coke’s net operating revenues were $20,458 million compared to $19,805 million in 1999. This growth was largely due to price increases in certain markets, and consolidation of bottling operations in India and vending operations in Japan. Coke increased its selling expenses to $7,432 million in 2000 because of high marketing expenditures. Coke spends mega cash on advertising its brand across countries.