Consumer needs remain at core of Coca-Cola growth strategy: CEO
By placing consumer needs at the heart of growth strategies and encouraging its employees to take calculated risks, Coca-Cola’s new CEO says the company is on track to becoming a “total beverage company”.
Speaking at an Asean town-hall meeting on his recent visit to Thailand, James Quincey, president and chief executive officer of The Coca-Cola Company, re-emphasised the strategic imperative of transforming the company into a total beverage company by quickly evolving product portfolio to meet diverse and fast-changing consumer needs.
While innovation and digitalisation are clearly key enablers, consumer centricity remains the most critical success factor, he said.
“The world is changing and with our 131-year history, we see this as an opportunity as a business to continue our leadership and evolve to meet the requirements of our consumers around the world today, including Thailand.
“Through this long-term, consumer-centric strategy, Coca-Cola is offering more low-to-no-sugar products and increasing availability of smaller packages globally. We want to continue to be part of our consumers’ everyday lives by giving them new experiences and enabling them to control sugar consumption as per their individual need,” Quincey said.
