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The Coca-Cola Company said that it has renewed its strong commitment to the Philippines with a pledge to increase investments in this important country by US$1 billion over five years.
According to a release, the commitment was conveyed by Coca-Cola Pacific Group President Glenn Jordan directly to the President of the Philippines, Benigno Aquino, Jr., during a meeting in New York while President Aquino, Jr. was in the United States to attend the United Nations General Assembly and to attract foreign investors to the Philippines.
“Our new commitment to invest US$1 billion in our business over five years will strengthen production, distribution and help development of new products to refresh Filipino consumers,” said Jordan following his meeting with President Aquino, Jr.
“This investment is a proof point of our strong commitment to the Philippines, our confidence in the prospects of the Filipino economy and the continued growth of a broader and more affluent middle class in the Philippines.”
During the meeting with President Aquino, Jr., Jordan shared some of the positive developments of Coca-Cola’s operations in The Philippines, including the ongoing construction of a mega bottling facility in Misamis Oriental. The plant, scheduled to begin operations next year, will be one of the largest plants in the region and is expected to generate significant employment opportunities in the area.
Coca-Cola Philippines recorded double digit growth in the first half of 2010, led by its flagship brand Coca-Cola. The Company said that it has also expanded its portfolio of beverages. In the last six months it has launched “Samurai” energy drink and the ready-to-drink tea “Real Leaf” — brewed from 100 percent whole green tea leaves. In addition, the company will expand its “Minute Maid” brand, which features real pulp and juice.
The Coca-Cola Company – which operates 23 plants and 42 sales offices with over 7,800 direct employees across The Philippines – will focus its new investment on strengthening marketing execution and enhancing system logistics and delivery capabilities in order to better serve the Company’s expanding customer and consumer base.
“Part of the new investment will also help expand the reach of our corporate social responsibility initiatives benefitting the local communities. We fully realize that as we grow our business, it is important that local communities grow as well,” Jordan added.
The Coca-Cola Company has built more than 80 Little Red Schoolhouses in remote areas of the Philippines, with the first opening in 1997. More than 40,000 students have since completed their studies at the schools. In addition, and in partnership with the WWF, Coca-Cola supports several environmental programs in the Philippines. A project between the of Departments of Science, Technology and Education and Coca-Cola aims at minimizing iron deficiency among schools kids through the distribution of a nutritional juice.
Coca-Cola has been present in the Philippines since the start of the 20th century and has been locally produced since 1912. The Philippines received the first Coca-Cola bottling and distribution franchise outside North America. The Philippines bottling operation is among the biggest 10 Coca-Cola bottlers globally.
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Pembahasan :
Kasus ini melihat bagaimana Coca-Cola melihat peluang dalam investasi dalam Filipina, seiring pertumbuhan ekonomi Filipina dengan Coca-Cola mengincar pasar kelas menengah. Coca-Cola memiliki 23 pabrik dan 42 kantor penjualan diseluruh Filipina. Kantor-kantor ini berfokus pada investasi penguatan marketing, dan system logistik, dan kemampuan pendistribusian untuk melayani lebih baik pada ekspansi customer Coca-Cola. Knowledge yang terdapat dalam kasus ini adalah Coca-Cola menekankan kekuatan pada investasi yang tepat dan strategis, yang dapat menciptakan nilai bagi perusahaan, dan meningkatkan penjualan dengan sistem distribusi dan penambahan pabrik Coca-Cola.