Clyde Tuggle on the franchise business model of The Coca-Cola Company
On July 11 the Senior Vice President of The Coca-Cola Company Clyde Tuggle held a webinar at RANEPA Summer Campus. The students learned about the business model of the company, its operations in Russia and other countries.
A lot of people attribute successful company positioning strategy of Coca-Cola to the successful marketing and building a sustainable brand. Clyde Tuggle specified that the company is currently aimed at creation and development of brands, as well as at equipping partners with marketing tools.
The Coca-Сola Company uses the franchise business model to search for partner companies around the world. If these companies meet certain requirements, Coca-Cola issues licenses for the manufacture of products. The company in itself is engaged in protection of brand and business reputation and promotional marketing of products. Clyde Tuggle noted that this this business model is very successful. By now the company has entered the markets of 207 countries: the products of The Coca-Cola Company can be found anywhere in the world except for North Korea and Cuba. In addition to the above the company does not simply deal with marketing and advertising, but also handles PR.
The organizers of the Summer Campus of the Presidential Academy are the Russian Presidential Academy of National Economy and Public Administration, the Government of the Republic of Tatarstan, the Association of Innovative Regions of Russia, with the support of the Group of Companies ACIG.
General information partner: Forbes. Strategic information partner: TASS. Main information partners: Lenta.Ru. Leading information partner – Polit.ru. Chief regional information partner: Realnoe Vremya (Real Time). Regional information partner: Business Internet portal TatCenter.ru. Information partner in the Republic of Tatarstan – News Agency “Tatar-inform”. Information partners of the Campus: STRBC Tatarstan, Rossiyskaya Gazeta, Radio Svoboda, Expert Tatarstan, magazine Strategy, information and analytical portal Polit.ru, KAZANFIRST and RosBusinessConsulting Tatarstan (RBC Tatarstan).