Coca-Cola’s Revised Approach Deepens Retail Partnerships
ATLANTA – In an era when retailer-supplier partnerships are defined by collaboration, the biggest manufacturers face considerable challenges.
They are expected to bring world-class resources and support while making sure their own expansive organizations are optimized for the needs of each customer.
The case of The Coca-Cola Co. is particularly interesting because it raised its game in partnering with retailers ranging from Kroger Co. to Ahold USA after completing a major merger and restructuring.
The giant manufacturer is now about 1½ years into its new strategy, which began with the acquisition of its large bottler Coca-Cola Enterprises (CCE) North America. This resulted in a massive vertical integration that helped produce deeper customer relationships, positive retailer feedback and more robust financial performance. Supermarket News – Read more…