OPPORTUNITY OUTLOOK
We see virtually unlimited opportunities to refresh more people on more occasions through a true "360-degree Coca-Cola landscape."
BUSINESS ENVIRONMENT
Our sales continue to outpace the rest of the industry, despite a highly competitive pricing environment.
STRATEGIC FOCUS
  • Build brands locally
  • Focus on local market management
  • Develop marketing programs for all thirst occasions
  • Reinforce strong customer partnerships

SYSTEM HIGHLIGHTS
United States
For the ninth consecutive year, we increased our share of soft-drink sales. Notably, we made major strides in our lower per capita markets such as Southern California and New York, where sales significantly outperformed the industry average, thanks to ongoing system investments, focused local market management and strong customer partnerships.
Brands
Our brands continue to grow in the United States, with Coca-Cola classic still refreshing more people every day, diet Coke dramatically increasing its growth rate and Sprite again significantly outperforming the industry average and gaining share. We have aggressive plans to further accelerate momentum in 1999. Following a powerful 1998, POWERaDE got off to a great start in 1999 with two new flavors: Arctic Shatter, a "chilling burst of cherry and peach flavors," and Dark Downburst, a "bold explosion of berry and citrus flavors." We also introduced the newest taste for Fruitopia – Kiwiberry Ruckus, a combination of kiwi, raspberry, pear and apple flavors – on the heels of spectacular volume growth last year. To refresh bottled water drinkers, we'll launch Dasani, a purified water with added minerals, later this year.
Customer Relationships
Unbeatable brands. Dependable delivery. Superior service. We offer fountain and bottle/can customers a customized package of goods and services to improve their profitability. Last year, a number of our fountain customers affirmed the value we bring to their businesses by recommitting or converting their entire franchisee systems to our products.
Coca-Cola Fountain
To better support our customers, we continue to enhance our already strong fountain infrastructure – a customer support center open around the clock, state-of-the-art syrup plants to ensure the highest quality, and more than 1,000 service agents located throughout the United States. We're also helping increase customer profitability through customized promotions, increased cup sizes and other programs.
Canada
With a strong, focused anchor bottler, we're accelerating our momentum in this high-potential growth market where per capita consumption is about half that of the United States. In 1998, we boosted volume 10 percent and increased our share of sales for the fifth year in a row. This strong performance reflects significant investment by our system. We've put in place new account managers to support our bottling system, mirroring our successful U.S. operational structure. With the creation of our North American marketing organization, we're aligning our marketing efforts throughout Canada and the United States. Last year, our system also began a five-year commitment to fuel growth by hiring 500 new sales and merchandising representatives and increasing fourfold our cold-drink placements.
 
 





   
 

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