Bloomberg the Company & Products

Bloomberg Anywhere Login

Bloomberg

Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.

Company

Financial Products

Enterprise Products

Media

Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000

Communications

Industry Products

Media Services

Follow Us

Magazine

Table: Daft's Spotty Report Card


In his first two years, Doug Daft has attempted sweeping changes at Coca-Cola. Here's how his initiatives have fared:

More Brands

With the core cola market flat, Daft has pushed hard to diversify. Coke now has 1,500 different drinks, counting different sizes, around the world, vs. 1,000 a year ago. But Daft's bid for Quaker Oats was vetoed by his own board, and Daft himself backed out of a juice venture with Procter & Gamble. Grade: C

Cut The Fat

Daft took an ax to Coke's bloated bureaucracy, ousting 20% of headquarters staff. Coke execs say decisions are now made faster, but critics say the cuts depleted a once-deep bench. Grade: B

Go Local

In two years, Daft has failed to mount a coherent marketing campaign in the all-important U.S. market. And a move to tailor ads to local markets overseas has had mixed results. In Germany, Daft fired a top exec for ads that were too edgy. Grade: D

Mend Ties

With Coke's bottlers in near-revolt, Daft has labored to mend relations--giving bottlers more leeway to market and invest as they see fit. But success may come at a cost: Coke may have to sacrifice some of its own profit to help nurse its bottlers back to health. Grade: A

Data: BusinessWeek


LIMITED-TIME OFFER SUBSCRIBE NOW
 
blog comments powered by Disqus