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Coca-Cola: Selecting Licensees for Companies

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Coca-Cola is sold worldwide. In some countries, Coca-Cola owns the bottling facilities; in others, it has signed contracts with the licensees or it relies on joint ventures.

When selecting a licensee in each country, what factors should Coca-Cola consider?

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Solution Summary

This detailed solution discusses how Coca-Cola chooses which companies to become licensees, and the factors that may help determine the choice.

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Coca Cola should consider several factors when selecting a licensee, including other brands that the licensee currently distributes, the distributor's current network, ownership, stability of company, financial backing of the company, and the ...

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