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change and develope
In 1982, Coca-Cola changed ad themes. Goizueta said: "With our new slogan 'Coke is it', proud to show that we are the first; we used the slogan 'Have one Coke and Smile' is very good, but we are in fierce competition, and that this slogan as A ballad. competitive momentum from Purchase, New York (Pepsi's headquarters) transferred to our Atlanta. "
Goizueta strategic plan also expands the Coca-Cola's corporate strategy. Coffee industry and the company private by selling tea, plastic manufacturing companies and liquor companies as well. In 1982, aware of the growth potential of film and television industry and its marketing synergies, Coca-Cola acquired in 1982, Columbia Pictures. Goizueta said Coke will become the "in the beverage industry and the entertainment industry all have a strong business. "
Coca-Cola bottling network is also down to do the change. Poor management of the bottling company encouraged business to sell its management rights, and through merger and bar bars most of the way to sell their point of bottling. 1980 to 1984, the franchise changed ownership in the equivalent of 50% of the Coca-Cola production. Coca-Cola executives said the company played in the purchase of a certain role, and in many cases, provide funding for potential buyers. Sometimes the company licensed bottler in the new part of the equity in there possession, but remember to keep an independent bottling network. By 1985, Coca-Cola bottling plant under the production of coke yield of only 11%.
For Coca-Cola bottling network, which from the early 80s began to change Lobert Goizueta has continued. In the mid-80s, 350 Coca-Cola franchise, there 150_200 a proposed transfer of its franchise. In 1986, Coca-Cola Company purchased the two largest contributing his right to operate them from Beatrice and J. T. Lupton company owned, J. T. Lupton, Inc. is a privately owned Coca-Cola bottler, Coca-Cola production share of 15% and Dr. Pepper yield 40%. The acquisition of two companies, making Coca-Cola bottling their own production from 11% to 38%.
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