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It is to no ones surprise that Coca-Cola is one of the worlds largest companies Fourteen years ago Coca-Cola began building credibility to its investors by never over-promising just consistently hitting long-term growth targets In Great Britain Coca-Cola surpassed two leading teas of consumption per capita People said it would not be possible but Coke did it That is just one example Coca-Colas management believes in the theory that people need 64 ounces of liquid everyday to survive Right now Coke only accounts for an average of less than two of those ounces They believe that by adding strength to the worlds strongest brand it will help people make Coke a more frequent choice for those 64 ounces The part of this Annual Report that I personally wanted to attack was the lack of sales in Canada and Coca-Colas goals in improving them Being native of Canada and a big Coke fan I know that Coke has struggled in my homeland for several years M Douglas Ivester answered my concern by stating that Coke allowed the retail prices of their products to out pace their value in the eyes of our consumers Since 1994-1995 Canadas unit per case volume increased 4 Coke is expecting an even greater increase in 1996 because their Canadian bottler signed with two major grocery retailers Coca-Cola used Canada as a lesson they can use as a guide worldwide never repeat CEO Robert Goizueta believes that there is no limit to your growth He will not allow boundaries to be set It is evident to me that Coke is not setting boundaries considering that they have a bottler in almost every corner of the world Coke is focused on strengthening world wide markets and creating new ones In this report they state how the will improve sales in Nigeria China South Africa and Canada Of all the Financial Reports
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