| BUSINESSWEEK ONLINE : MAY 3, 1999 ISSUE | ||||||||
| ||||||||
 | ||||||||
| THE CORPORATION
They'd Like to Sell the World a Coke Sales are sagging both at home and abroad, where Coke derives nearly three-fourths of its earnings. Here are the challenges--and Coke's solutions: SATURATED U.S. MARKET Americans already drink more than two helpings of soft drinks a day on average. To grab share, Coke is striving to make its drinks available everywhere people gather-from the post office to the school cafeteria. ROUGH WATERS ABROAD Coke has bet on emerging markets from Asia to South America. But with those economies devastated, getting consumers to trade cash for a soda pop is a tough sell. Coke's answer: cheaper packaging and smaller servings. STYMIED ACQUISITIONS Attempts to snare big overseas brands such as Orangina, or the foreign rights to Cadbury Schweppes's soft drinks and mixers have been blocked by regulators. But observers expect Coke to eventually make concessions and close the deals. RESURGENT PEPSI Coke still dominates, but its nemesis Pepsi is suddenly richer and more focused. To fight back, Coke is taking the long view, paying big bucks for the chance to bond with consumers through exclusive sales deals. PUMPING UP SALES In Pennsylvania, a hybrid vending machine and gas dispenser is being tested, in the drive for new selling points _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ BACK TO TOP |
|  |
 | |
Coke's Man on the Spot TABLE: They'd Like to Sell the World a Coke CHART: As Coke Sales Stall...Earnings Take a Hit...And the Stock Loses Its Fizz A Case of Deja Vu Now That's a Pepsi Challenge INTERACT E-Mail to Business Week Online | |||
