Coca-Cola Case Aravind Jeevan Coca-Cola is the pioneer in soft drink industry and had been serving people for more than a century. It was started in Atlanta in 1986 as a company which made drinks from Coco leaf. Today Coca-Cola is the top soft drink company in the world and aiming to be a total beverage company. The original coke has been the company’s bestselling product for decades. Coke’s environment had changed couple of times in the past few decades. The major change was when Coke outsourced its bottler system in 1986. The company concentrated on the production of the concentrate and marketing strategies. The production and distribution of the product was left to independent bottlers. The second major environment shift was when the company executed the new policy “think local, act local”. This lead to a decentralization of the company’s management, strategy making and marketing activities to shift from Atlanta to rest of the globe. One of the success strategies of Coca-Cola Company under the leadership of CEO Roberto Goizueta followed by Douglas Ivester was the creation of independent bottler system. A global expansion was needed for growth and it required an enormous amount of capital. In order to achieve this task Coca-Cola sold its in-house bottlers and outsourced the bottler system to independent companies all over the world. Another part of the strategy was to integrate the bottler units into one single independent unit called CCE. Also Coke picked the bottler companies based on their strong management, capital and potential for future expansion. The main strength of this strategy was that Coke was able to raise a huge capital by having independent bottlers across the globe and achieve a global expansion. The company was also able to control the operations to a great extend as the decisions were made by the company and the bottlers just executed them. They