How Coca-Cola Manages 90 Emerging Markets, by William J. Holstein
The world’s largest beverage company has delegated major decision making to individual markets, but it maintains its global brand strategy through collaborative practices.
November 7, 2011
http://www.strategy-business.com/article/00093?pg=all
Ahmet C. Bozer, president of the Coca-Cola Company’s Eurasia and Africa
Group, has spent his career demonstrating how a large international company can
build a strategy and structure itself to compete in emerging markets. Coca-Cola
is one of the most globally active international companies, deriving 80 percent
of its sales from outside the U.S., and it is therefore one of the most
experienced in tackling emerging markets, including Egypt and Pakistan, where
political tension renders the business environment uncertain and Coca-Cola’s
strategy has proven resilient.
Bozer, who was born and raised in Turkey, has worked for Coca-Cola since 1990
in various capacities, including operations and finance, as well as leading the
Coca-Cola bottling company in Turkey. He is currently based in Istanbul, where
he oversees 90 markets, ranging geographically from India and South Asia through
the Middle East and all of Africa, across Turkey and the Caucasus into the
countries of the former Soviet Union. This territory accounted for 16 percent of
Coke’s sales last year, for a retail value of US$10 billion, and Bozer expects
that number to grow rapidly during the next decade. Like four other regional
presidents, Bozer reports directly to Coca-Cola Chairman and CEO Muhtar Kent in
Atlanta, Ga. Bozer sat down with us at the Coca-Cola offices in New York.
S+B: Your late CEO Roberto Goizueta charged the company to “think
global, act local” in its strategy. How do you accomplish
this?
BOZER: I wish it was as easy as repeating the
slogan. The key for international companies is finding the right mix of global
and local in their operations. The Coca-Cola brand is global, but it must be
locally relevant. We may be giving the same happiness message, the same brand
architecture may be communicated, but it has to be done differently in each
country.
S+B: Your structure has strong regional managers such as yourself,
but headquarters in Atlanta maintains global responsibility for sales, finance,
and marketing — and for specific product lines like water or juices. How do you
manage this?
BOZER: We are a franchise system. Our
bottlers are primarily local. In Turkey, for example, we have a Turkish bottler.
So the effectiveness of our company depends on the effectiveness of our
relationships with the bottlers and our brands. To manage franchise
relationships, you have to have a geographic orientation. Therefore our
organization is primarily geographic. Globally, we have five operating groups:
North America, Latin America, Europe, Eurasia and Africa, and Pacific.
At the same time, the juice business requires a different organizational
structure than the sparkling beverages business. The raw material costs are high
and fluctuate a lot, and there are opportunities to innovate more quickly; we
may introduce four or five new variants of a juice in a given year. Thus, there
is a matrix. A functional group in Atlanta is in charge of juices worldwide, but
they work through the geographic organizations.
We are still evolving in finding the best local and global combination that
works for us. When it comes to franchise relations with the bottlers, that is
local. We have to make decisions in the local context with the right speed.
Quality standards are both local (we adhere to all local government safety
regulations) and global (we have our own global, rigorous, quality control
standards). But we take advantage of our global properties and collaborate as a
global team, bringing the best resources to bear on a specific issue.
S+B: How do you manage disagreements between the field and
headquarters?
BOZER: We have been working on it for
many years. We all understand that nothing is as black-and-white as we’d like.
Let’s say I’m hiring a function leader. I am the ultimate decision maker, but I
know that any function leader must operate as part of the global team. He or she
must be able to collaborate globally, and the global organization has to be
comfortable with that candidate. This is where maturity is important. We
emphasize a collaborative process because it makes the decision better. But our
culture is purely focused on making the right choice, rather than defining my
turf versus your turf. That allows us to make these decisions quickly.
S+B: How do you manage the dramatic variations in cultures and
politics among your 90 markets?
BOZER: It’s not as
difficult as it might seem. I have six business units, based in South Africa,
Kenya, Turkey, Russia, India, and Dubai. And I have a functional team in
Istanbul with finance, marketing, and strategy capabilities. The functional team
works as part of the global team to come up with strategic plans for each
market. We share those with the business units, and we expect them to enrich
[the plans] and add value to them by adapting them to their own needs.
Russia might say, “Well, iced tea is a big category here, so here’s how we
are going to compete [with that product].” There is a clear thread of
consistency among all the regions; we stay connected to the global team in
Atlanta through the finance and marketing communities.
S+B: What do you see as the greatest opportunity in your 90
markets?
BOZER: If you project the demographics of
today into 2020, you will find that about half of the favorable changes will be
located in Eurasia and Africa: new entrants into the middle class, an increase
in the number of teenagers, urbanization. A few of these countries have very
high per capita consumption of our beverages. South Africa is about 250 drinks
per year per person, which is above the global average. Turkey is higher than
150. But when you take those relatively well-developed markets out and look at
India, Pakistan, sub-Saharan Africa, Russia, and central Asia, those markets
have very low per capita consumption — for the whole industry. In India, just 4
or 5 percent of the beverages consumed are packaged. People drink tap water,
tea, and dairy; vendors squeeze juice on the street. When people start having a
bit more money and a middle class emerges, demand for packaged beverages will
increase.
In that context, our strategy is not very complicated. We know how to grow
“Brand Coke.” It’s about locally relevant brand building with consumers — the
right pricing and packaging, with small packs, large packs, or take-home packs.
We place new coolers in the market and invest in people, putting “feet on the
street,” and activate outlets one by one. At the same time, there is a
flourishing juice business and a flourishing water business, and in some of our
markets, teas and energy drinks are developing.
S+B: How do you make yourself “locally
relevant?”
BOZER: We have very strong consumer
marketing teams. We invest a lot in understanding the psyche of the local
consumer. In Egypt, during the Arab Spring [uprisings], our marketing people
were able to tap into the psyche of the public — especially the teenagers. We
understood that despite the uncertainty they were going through, they wanted to
create a bright future. Our brand promise is happiness and optimism. Our team
quickly put together some excellent consumer communication with the message that
if everybody came together, the Egyptian people could build a better future.
That message was delivered in a wonderful ad in which the skies over Tahrir
Square in Cairo are quite overcast and dark, but people get together and throw
ropes to the clouds and start pulling the ropes. The clouds open up and the sun
appears. That type of communication resonated extremely well. We tapped into the
feelings and emotions that were most relevant to the Egyptian people.
We try to do this kind of thing everywhere. We have good marketers in each
country who have access into consumer insight data, and who work with very good
agencies, while at the same time working with robust global processes.
S+B: Doesn’t political and social upheaval create a problem for
you?
BOZER: Not really. I was in Pakistan recently.
When you read the papers and watch television, you hear about terrorism,
earthquakes, floods, and sectarian violence. It’s all negative. But we’ve been
there for more than 50 years and we have not experienced any problems in running
our business. In fact, our business is thriving there. Over the past four years,
we have been growing extremely well. The same holds true for the Arab Spring
countries.
In our external environment, we may have many headwinds, but we sell simple
moments of pleasure that get consumed a million times a day, and that business
continues to be vibrant. It’s a very simple product. Yes, growth slows when you
go through major political changes, but things settle down and life goes back to
normal. Then you start building from there.
S+B: You have a tremendous variation in the type and sophistication
of bottlers you work with, ranging from a giant like SABMiller in South Africa
to mom-and-pop-type bottlers in other markets. How do you adapt to their
different styles and capabilities?
BOZER: This is
the bread and butter of our business: being effective with our partnerships. Our
partners may be multi-country bottlers, or they may operate within a single
country. They may be public or private. In some countries we work with multiple
bottlers. We have all kinds of relationships.
With each one, we first establish a shared vision. We have a one-page road
map that portrays a very clear destination for 2020, a clear framework about our
strategic pillars and metrics. That road map is actually prepared with our
bottlers. It guides all our business planning.
Then it comes to capability. Does the bottler have the capability to execute
these plans with us?
At the end of the day, we’re trying to create value for the
overall system of the Coca-Cola Company and its bottlers, not just ourselves.
Otherwise, the system won’t be sustainable in terms of our results.
One of the best examples is our bottler in Turkey, which I used to run. The
bottler was built by the Coca-Cola Company and sold to a local shareholder who
now owns a majority. It’s a public company with a market value of more than €2.5
billion (US$3.5 billion). It has great alignment with the Coca-Cola Company. It
is now 10 times the size of when it started in 1994. This model really
works.
S+B: How do you support your partners? Do you train them or lend them
money?
BOZER: It depends on the needs of the
bottler. The bottlers that operate in multiple countries tend not to need our
help. But there might be some emerging area of knowledge — for example, about
how to do better category management, in which case we have centers of
excellence that the bottlers can access. We have websites where they can
download best practices or get our help in building their capabilities. We
sometimes support bottlers financially as well, if we are aligned on a fairly
aggressive growth plan and want to invest in marketing to build the brands with
more intensity. And let’s not forget, we own about 30 percent of our bottlers
around the world.
S+B: How do you allow a local bottler and local business unit to
differentiate the mix of products they
offer?
BOZER: We don’t work in a way whereby every
time a business unit wants to launch a product, they have to get my approval.
Instead, we share the strategic framework. We have strategy discussions and
business plan discussions, and we have other guidelines and rules.
For example, it is understood within the group that I want to know your top
three priorities. If you want to launch a new product, but you need to take away
[resources] from one of those core priorities to launch that product, then you
shouldn’t do it. And if your bottler doesn’t have the capabilities to handle
that product, you shouldn’t launch it. But if you can figure out how to do all
of that in a way that still funds your core, if you have followed the right
process, and if you are in the right marketplace with the right capabilities on
the marketing side, then by all means go ahead.
We have Maaza juice in India, for example. The local team wanted to launch a
Maaza milkshake, which is a wonderful mango dairy product. Dairy is a very
relevant category in India, and Maaza milkshakes were received extremely well by
consumers. My group function heads and the global function heads contributed to
this by supporting the local team. This is not a bureaucratic approval–based
system. Of course, there are approvals, but once the strategy and business plan
are approved, local teams can execute.
S+B: Have you had much reverse innovation, in which a local group
comes up with an idea that you take to other
markets?
BOZER: Yes. One innovation that came out
of India is the solar-powered coolers. We’re looking to expand that to other
markets. There’s great engineering talent in India. Another product that shows
promise is Minute Maid’s Pulpy, an orange juice with pulp that did extremely
well in China. We expanded it into many countries. We have also taken
communications elsewhere. Turkey, for example, had a very successful Ramadan
communication to celebrate the holy month in Muslim countries. We took that to
other Muslim countries in our group.
S+B: How do you recruit the talent you
need?
BOZER: We look for critical experiences and
functional competencies. And we ask about candidates: Do they represent the
values of the company? We’re about optimism. A pessimistic person wouldn’t work
out.
The nationality and gender don’t really matter. On my group leadership team
of 18 people, I have 12 nationalities represented, including individuals from
Zimbabwe, Scotland, the United States, Turkey, South Africa, India, Croatia, and
elsewhere.
The most important competency is leadership. It takes very strong leadership
to be able to explain the environment, establish a vision, and rally the troops.
Command and control, in most cases, does not work. If you try to control
everything, the system won’t work.
The IMF’s first Financial Sector Assessment Program (FSAP) review of China was carried out jointly with the World Bank. China is one of 25 systemically important countries that have agreed to mandatory assessments at least once every five years. The FSAPs are part of the IMF’s activities in financial surveillance and the monitoring of the international monetary system.
“China’s banks and financial sector are healthy, but there are vulnerabilities that should be addressed by the authorities,” says Jonathan Fiechter, deputy director of the IMF’s Monetary and Capital Markets Department and the head of the IMF team that conducted the FSAP. “While the existing structure fosters high savings and high levels of liquidity, it also creates the risk of capital misallocation and the formation of bubbles, especially in real estate. The cost of such distortions will only rise over time, so the sooner these distortions are addressed the better.”
Risks
According to the FSAP report, China’s financial sector is confronting several near-term risks: deterioration in loan quality due to rapid credit expansion; growing disintermediation by shadow banks and off-balance sheet exposures; a downturn in real estate prices; and the uncertainties of the global economic scenario. Medium-term vulnerabilities are also building and could impair the needed reorientation of the financial system to support the country’s future growth. Moving along this path will pose additional risks, so priority must be given to establishing the institutional and operational preconditions that are crucial for a wide-ranging financial reform agenda.
The main areas of reform should include:
- Steps to broaden financial markets and services, and developing diversified modalities of financial intermediation that would foster healthy competition among banks;
- A reorientation of the role of government away from using the banking system to carry out broad government policy goals and to allow lending decisions to be based on commercial goals;
- Expansion of the use of market-based monetary policy instruments, using interest rates as the main instrument to govern credit expansion, rather than administrative measures;
- An upgrading of the financial infrastructure and legal frameworks, including strengthening the payments and settlement systems, as well as consumer protection and expansion of financial literacy.
Stress Tests
Stress tests conducted jointly by the Fund and Chinese authorities of the country’s largest 17 commercial banks indicate that most of them appear to be resilient to isolated shocks, which include: a sharp deterioration in asset quality (including a correction in the real estate markets), shifts in the yield curve, and changes in the exchange rate. If several of these risks were to occur at the same time, however, the banking system could be severely impacted, the report warns.
About the FSAP
The Financial Sector Assessment Program, established in 1999, is an in-depth analysis of a country’s financial sector. The IMF conducts mandatory FSAPs for the 25 jurisdictions with systemically important financial sectors, and any member countries that request it. Assessments in developing and emerging market countries are conducted jointly with the World Bank. FSAPs include two components: a financial stability assessment, which is the responsibility of the Fund; and, in developing and emerging market countries, a financial development assessment, conducted by the World Bank.
To assess the stability of the financial sector, IMF teams examine the soundness of the banking and other financial sectors; rate the quality of bank, insurance, and capital market supervision against accepted international standards; and evaluate the ability of supervisors, policymakers, and financial safety nets to respond effectively to a systemic crisis. While FSAPs do not evaluate the health of individual financial institutions and cannot predict or prevent financial crises, they identify the main vulnerabilities that could trigger one.
In September 2010, the IMF made financial stability assessments under the FSAP a mandatory part of IMF surveillance every five years for jurisdictions deemed systemically important based on the size of the financial sector and their global interconnectedness. The countries affected by this decision are: Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, Hong Kong SAR, Italy, Japan, India, Ireland, Luxembourg, Mexico, the Netherlands, Russia, Singapore, South Korea, Spain, Sweden, Switzerland, Turkey, the United Kingdom, and the United States.
For more information on FSAPs, see Press Release No. 10/357