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Developing Inclusive Business Models
A Review of Coca-Cola’s Manuel Distribution Centers in Ethiopia and Tanzania
Coca-Cola: Advancing New Solutions for Economic Development 2009

Coca-Cola uses the global marketing strategy (the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ) and they are also what you would call a transnational firm. Coca-Cola capitalizes on the global consumer. Coca-Cola has decided to create “manual distribution centers” (MDC) and as of 2009. They have over 2,500 of these centers in Africa. The company has created over 12,000 jobs and profits of more than $500 million in U.S. currency. They decided to contract independent entrepreneurs that would distribute and market (sell) their beverages in small geographical areas. Most of these areas are located where there is a lack of secure roads and foundations, which makes it hard for supply trucks to drive on. Because of the area this makes it easier to build a MDC and then they can sale products and make a profit. These Manual Distribution Centers account for over 80% of the company’s sales from East Africa. The MDC’s are a nice example of the way businesses can focus on meeting its consumers need while supporting the sustainability of its communities. It is Coca-Cola’s philosophy to examine their business and determine where they can have the highest influence on improving advantages that are important to the areas of communities and to the companies investors that Coca-Cola relies on. Coca-Cola is currently in works with potential development partners to aid in following prospects in other areas, because their objective is to double the program and its influence by

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