Importancia de los canales de distribución de la empresa Coca Cola.

Abstract

The distribution channels of the Coca Cola Company have proved to be a fundamental pillar for the company to be among the most successful companies in the world, for that reason the present research project aims to diagnose the distribution channels of the mentioned brand, identifying its characteristics and structure and determining its importance to achieve the success.Accordingly, concepts and research related to the topic were reviewed, besides of the application of an interview and subsequent analysis of the data collected. As a result, it has been determined that Coca Cola Company has different segmented distribution channels, that means that they are specific or adapted according to the characteristics of the environment and the customers; and the importance of the distribution channels is based on the efficiency of the timely delivery of their products to the final consumer, based on a strategic planning of the sales and the distribution process (delivery, transport and storage), since this facilitates the optimization of resources and directly affects the level of income. Therefore, it is concluded that the success of the Coca Cola Company is largely based on its distribution and sales strategy.