Our business imperatives
Today’s marketplace is increasingly complex. The retail landscape is ever-changing, consumers are seeking greater variety and our customers are demanding higher service levels. In this vibrant and dynamic environment, we are constantly evaluating the way we do business as we strive to achieve profitable and sustainable growth.
To ensure that the business results we deliver are sustainable over the longer-term, we implemented a new strategic initiative in 2006. 'Excellence Across the Board' focuses on developing best-in-class commercial and distribution capabilities, as well as streamlining the management of financial resources. In particular, we are building powerful route-to-market systems and dynamic partnerships with customers to ensure that our execution in the marketplace is unparalleled. At the same time, we seek to optimise the use of our financial working capital and rethink internal processes and systems.
In addition to the 'Excellence Across the Board' strategic initiative we are looking to Expand into territories that prove to be a geographic fit and contribute to our long term growth prospects while we remain committed to Explore other adjacent business areas to leverage our infrastructure, strengthen customer relationships and explore new avenues for growth and value.
We also manage our business following the six priorities:
- to increase our beverage categories in order to become a more diverse non-alcoholic beverage company
- to build brand equity in order to create value for customers
- to drive profitable package mix and exploit new channels in order to enhance margins
- to manage capital for growth and value
- to drive cost efficiency throughout our business
- to create superior sustainable returns
Here are some examples that show how we fulfill these objectives.
Customer collaboration
Coca-Cola Hellenic aims to have an excellent co-operation with the 1.4 million shops, restaurants, supermarkets, discount chains and other businesses that sell the Company’s beverages. In view of this, we enhance our route-to-market and commercial capabilities to ensure the availability of an ever-expanding range of products in the marketplace.
Effective route-to-market systems
Another key element in driving sustainable growth is the Company’s route-to-market strategy for the fragmented trade channels. This strategy is focused on adopting the most effective means to ensure the full availability of our products in the marketplace and build lasting relationships with outlet owners.
Excellence in marketplace execution
Excellence in marketplace execution is supported by our continuous investments in building salesforce effectiveness. We invest in merchandising equipment to generate impulse sales and equip our sales people with mobile devices to enhance order taking, invoicing and asset tracking.
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