Chapter 2: Strategic Planning For Competitive Advantage.

The company's strategy has to do with the "health and wellness" of the people. They believe that "substantial growth" is what helps them succeed in the business. According to the company, "With the world's most recognized family of brands, we deliver more than 3,500 beverages to over 200 countries around the world-not just soft drinks, but juice and juice drinks, sports drinks, water, even coffee and milk. And every day we explore new ways to create and share beverages to energize, relax, nourish, hydrate and enjoy. As the world's largest distributor of non-alcoholic beverages, we maintain a trusted local presence in ever community we serve. We are constantly looking ahead to anticipate what our communities may need and gathering resources to support them. We've increased our annual marketing budget substantially, launched many new products, and developed a model to help our retail customers maximize their sales while we continue to plan for the next one, five and ten years in business."