Introduction
Company Overview
Coca-Cola is the most recognized brand name in the world. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.6 billion servings a day.
Their product portfolio includes sparkling beverages such as Coca-Cola®, Coke Zero™, Diet Coke®, Sprite® and Fanta®, and still beverages, such as juice and juice drinks, waters, enhanced water, sports and energy drinks, teas, coffees, dairy and soy-based drinks, and beverages with added nutritional benefits.
The Coca-Cola Company, along with more than 300 bottling partners worldwide, provides more than 3,300 beverage products in more than 200 countries in which Coca Cola company operates. Their global system includes approximately 700,000 associates and its headquarters are in Atlanta, Georgia.
The company segmented the whole market using geographical parameters into three segments: * Established countries: Austria, Greece, Italy, Cyprus, Northern Ireland, Republic of Ireland and Switzerland. * Developing countries: Croatia, Hungary, Estonia, Latvia, Lithuania, Poland, The Czech Republic, Slovenia and Slovakia. * Emerging countries: Belarus, Bosnia and Herzegovina, Republic of Macedonia, Bulgaria, Armenia, Moldova. Montenegro, Nigeria, Romania, Russia, Serbia and Ukraine.
The segmentation for the segments is based on different criteria: * Socio-economic similarities * GDP per capita * Consumption of sparkling beverages per capita * State of development of the local beverage market

The emerging countries mentioned before are exposed to greater political and economic volatility and have lower per capita GDP than the developing or established countries. The consumer demand is price sensitive, making the affordability of Coca Cola more important. The Coca Cola Company seeks to