Word: coking
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Even Goizueta's mistakes were beauties: the disastrous new Coke, which nevertheless paved the way for a sales surge in "classic" Coke, and the purchase of Columbia Pictures, which he unloaded on Sony for a healthy profit. Says analyst Martin Romm of Credit Suisse First Boston: "He did more in 16 years than most people could hope to do in a millennium...
During Goizueta's tenure, Coke won the cola wars going away. In the $54 billion carbonated-beverage business, Coke owns 43% of the domestic market, to Pepsi's 31%. Coke has captured 48% of the world market, while Pepsi lags with 22%, estimates Beverage Digest. Goizueta, a globalist, has pushed sales hard outside the U.S. Coke gets 71% of its revenue abroad, while Pepsi generates more than 70% in the U.S. Last year PepsiCo's sales rose 5%, to $31.6 billion, but its earnings fell 28%, to $1.1 billion. Hindered by a strong dollar, which hurts foreign sales, Coke...
...Coke has played kick the can with the big "Project Blue" global campaign that Pepsi launched last year, grabbing Pepsi strongholds like Russia and India. Goizueta orchestrated one of the cola war's most outrageous raids--buying half of Pepsi's Venezuelan bottler and grabbing a dominant market share almost overnight. "The conclusion is obvious," he told TIME shortly afterward. "Our system has terrific momentum...
...notable achievement that Goizueta built a management team that can absorb his loss. "They really have a depth of management," says Jennifer Solomon, an analyst at Salomon Brothers. "I would be much more concerned if this issue arose at some other companies." Ivester has virtually run Coke's operations since being appointed president three years ago, which allowed the cerebral Goizueta to manage the big picture...
Under Ivester's direction, Coke is pouring on the investment to attain its goal of gulping 50% of the U.S. market by 2001. The plan is to make this conspicuous brand ubiquitous by putting a Coke vending machine or retail point within arm's length of every consumer. Those market-share points are going to become harder to swallow, though. Coke and Pepsi lay out about $2 billion annually in soft-drink promotion worldwide, and spent an ugly summer in a nonstop price war. Moreover, Pepsi has its own formidable general in Roger Enrico, as well as a new game...