The "power of partnerships" is a big part of the Coca-Cola Co. system, CEO Muhtar Kent says in this interview. Kent says partnerships with retail and technology partners and brands such as Keurig and Monster generate the most revenue and value for the company. Such partnerships also strengthen what Kent sees as the keys to enhancing beverage brands over the next 10 to 15 years: ready-to-drink, home technology and foodservice technology.
Despite flagging soda sales, Coca-Cola Co. CEO Muhtar Kent is undaunted in his efforts to bring profits back up. His strategies involve increasing marketing spending and overhauling the company's U.S. distribution network. The company has 14 billion-dollar beverage brands under its umbrella, and soda generates about 70% of Coca-Cola's revenue.
Muhtar Kent, who takes over as Coca-Cola's CEO and president on July 1, predicts that U.S. consumers will help the company improve its position in the carbonated beverage market in 2008. Coca-Cola is among beverage companies that have sought market share in the noncarbonated beverage sectors, such as water and energy drinks, but Kent asserts that the company is on track with a carbonated-beverage strategy that includes Coca-Cola Classic, Diet Coke and Coke Zero.