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The Coca-Cola Company is the world 's largest beverage manufacturer, distributor and is the leading producer and marketer of soft drink industry (Gee, 2003). Coca-Cola was invented back in 1886 and has become the most popular and biggest selling soft drink in universe. The company produces more than five hundred different brands around the world, which helps to satisfy needs of its highly diversified target market. The Coca-Cola started to operate a franchised distribution system three years after its invention. According to Wood (2004), it sells concentrated syrup to franchised bottlers in more than 200 countries including Uzbekistan.
The Coca-Cola Bottlers Uzbekistan, Ltd. (CCBU) began operate in October 1992. Three partners who formed the joint venture were: The Coca-Cola, ROZ Trading (affiliate Company of ROZ Group) and Uzpisheprom. In total, partners have invested more than 140 million US dollars in Joint Venture (Arkin, 2006). The first production started on March 27, 1993 with the first product 250-ml RGB (see appendix for 250-ml RGB). The factory had approximately 72 employees in the year 1993. Coca-Cola Bottlers Uzbekistan was one of the first consumer goods investments in Uzbekistan and plus, the second franchised company who manufactured products of The Coca-Cola Company in Commonwealth of Independent States except Georgia (Gee, 2003). Furthermore, the Coca-Cola Company has three production facilities which are in Tashkent, Namangan and Urgench cities. In addition, there are seven distribution warehouses throughout Uzbekistan.
While the Coca-Cola Company produces over five hundred different brands around the globe, the product line of the company in Uzbekistan is limited to seven brands. Those are Coca-Cola, Fanta, Fanta Lemon, Sprite, Bonaqua, Coca-Cola light and Coca-Cola Zero. Those seven beverages were chosen after studying Uzbekistan’s market carefully and examining consumers’ preferences in-depth. The drinks are sold
The Coca-Cola Bottlers Uzbekistan, Ltd. (CCBU) began operate in October 1992. Three partners who formed the joint venture were: The Coca-Cola, ROZ Trading (affiliate Company of ROZ Group) and Uzpisheprom. In total, partners have invested more than 140 million US dollars in Joint Venture (Arkin, 2006). The first production started on March 27, 1993 with the first product 250-ml RGB (see appendix for 250-ml RGB). The factory had approximately 72 employees in the year 1993. Coca-Cola Bottlers Uzbekistan was one of the first consumer goods investments in Uzbekistan and plus, the second franchised company who manufactured products of The Coca-Cola Company in Commonwealth of Independent States except Georgia (Gee, 2003). Furthermore, the Coca-Cola Company has three production facilities which are in Tashkent, Namangan and Urgench cities. In addition, there are seven distribution warehouses throughout Uzbekistan.
While the Coca-Cola Company produces over five hundred different brands around the globe, the product line of the company in Uzbekistan is limited to seven brands. Those are Coca-Cola, Fanta, Fanta Lemon, Sprite, Bonaqua, Coca-Cola light and Coca-Cola Zero. Those seven beverages were chosen after studying Uzbekistan’s market carefully and examining consumers’ preferences in-depth. The drinks are sold