By the year 2020, more than 2 billion people around the world are expected to join the middle class or move from rural and farming areas into big cities.
Coca-Cola hopes they’ll be thirsty.
In a bid to broaden its international appeal, the Atlanta-based beverage giant has announced investments of more than $30 billion in markets around the world over the next five years. The investment boost, which will be done in conjuction with Coca-Cola’s bottling partners, is part of the company’s “2020 Vision,” a strategy to double Coca-Cola’s revenue — it was about $100 billion in 2010 — in the next eight years.
Growing that international business won’t be a cakewalk. Growth in China and India is cooling off. In developing nations, areas outside major cities lack infrastructure, such as roads or reliable electricity. And some countries may not have the bottling or distribution channels to meet the company’s massive needs.
More on Journey
- The Difference a Day (or Two) Can Make: The Ins and Outs of Coke’s Financial Reporting Calendar
- Coca-Cola Leads Industry-Wide SmartLabel Initiative
- The Pour That Refreshes: Why H&F Burger Chef Linton Hopkins Takes His Fountain Coke Very Seriously
- Coca-Cola ‘No Calories, and With Sweetener from Stevia Plant’ Debuts in Greece
- Coca-Cola CEO Muhtar Kent Receives 2017 Water Leader Award