Mission

To satisfy and please the beverage consumer with excellence.

Core Competencies
The key factors in improving profitability are increasing the sales volume of their
products competitive price while improving the efficiency of their operations. To achieve these
goals, their efforts are focused on standardizing their core competencies of:
Product Portfolio: Expanding presentation and brand portfolios in order to meet consumer
demand and to promote market share growth.
Production and Distribution: Rationalizing bottling capacity to increase the utilization of
existing assets and streamlining production and distribution processes for improved operating
efficiencies, while integrating operations through advanced information technology.
Marketing: Implementing marketing strategies and programs designed to increase consumer
demand for the Companys products.
Management Expertise: Evaluating the acquisition of new bottling franchises within Latin
America and enhancing the quality of management at all levels.

SWOT Analysis
Strength

Well-established and growing brand recognition

Product and brand consistency

Customer loyalty
Strong market share in beverage
Extensive diversified range of products
Strong distribution network

Weaknesses

Absence in health beverages and focusing

Competition with Pepsi that outsold Coca-Cola in some areas
Lack of popularity of many Coca Colas brands

Opportunities

Supply chain improvements

Increasing demand for healthy food and beverages
More brand recognition
Advertise its less popular products
Buy out competition

Threats

Intense competition
Changing health consciousness of the society

Business Strategies
Multi-Segmentation
We have been implementing a multi-segmentation strategy in the majority of our markets.
This strategy consists of the implementation of different product/price/package portfolios by

market cluster or group. These clusters are defined based on consumption occasion, competitive
intensity and socio-economic levels, rather than solely on the types of distribution channels.
Sustainable Development
Sustainable development is an important pillar of our Companys strategy. We continually
develop programs that ensure the creation of social and economic value by fostering the quality
of life of our employees, promoting a culture of health and well-being, supporting our
surrounding communities and minimizing our operations environmental impact.
Managerial expertise
We focus on management quality as a key element of our growth strategy and remain
committed to fostering the development of quality management at all levels.