Coca-Cola reorganises business for future growth

31-08-2020

The beverage company establishes new operating units and global beverage category leads, supported by new Platform Services organisation.

The Coca-Cola Company has announced strategic steps to reorganize and better enable the Coca-Cola system to pursue its “Beverage for Life” strategy, with a portfolio of drinks that are positioned to capture growth in a fast-changing marketplace.

The beverage company’s current model includes 17 business units that sit under four geographical segments, plus Global Ventures and Bottling Investments. Moving forward, the operational side of the business will consist of nine operating units that will sit under four geographical segments, along with Global Ventures and Bottling Investments.

To drive these initiatives and support the operating units, the company will reinforce and deepen its leadership in five global categories with the strongest consumer opportunities. The five categories are namely Coca-Cola; Sparkling Flavours; Hydration, Sports, Coffee and Tea; Nutrition, Juice, Milk and Plant; and Emerging Categories.

The company has further announced the creation of Platform Services, an organisation that will work in service of operating units, categories and functions to create efficiencies and deliver capabilities at scale across the globe. This will include data management, consumer analytics, digital commerce and social and digital hubs.

Platform Services is designed to improve and scale functional expertise, and provide consistent service, including for governance and transactional work. Barry Simpson, senior vice-president and chief information and integrated services officer, will be leading the Platform Services unit.

James Quincey, chairman and CEO of The Coca-Cola Company, commented: “The changes in our operating model will shift our marketing to drive more growth and put execution closer to customers and consumers while prioritizing a portfolio of strong brands and a disciplined innovation framework. As we implement these changes, we’re continuing to evolve our organisation, which will include significant changes in the structure of our workforce.”