Company Background Of Coca Cola Amatil 's ( Cca )

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1.0 Introduction and Company Background 1.1 Introduction Over the last 5 years, Coca-Cola Amatil 's (CCA) bottled water range has experienced a steady decline in Off-Trade sales of bottled water since 2011 going from 30.1% to 27.6% in 2015 and is primarily due to Private Label products leading bottled water sales (Euromonitor International, 2016). To avoid further decline, it is important for CCA to look into possible opportunities that appeal to Australians who are searching for consistently good tasting, convenient and healthy beverage options (Mitchell, 2016). 1.2 Company Background Operating in six counties - Australia, New Zealand, Indonesia, Papua New Guinea, Fiji and Samoa, and employing approximately 14,000 people directly and indirectly, CCA is one of the largest manufacturers and distributers of ready-to-drink non-alcoholic beverages in the Asia-Pacific region. CCA has access to around 270 million consumers, with more than 700,000 active customers across the six markets (Coca-Cola Amatil, 2015). CCA continues to maintain market dominance as the leading brand in on and off-trade bottled water sales in 2015, accounting for 37% of retail sales in Australia (Euromonitor International, 2016). CCA 's overall strategy is underpinned by 3 pillars: (1) Strengthening Leadership, (2) Focus on Productivity and Execution & (3) Shared Vision of Success with Coca-Cola Company and their Other Partners(Coca-Cola Amatil, 2015). Dr. John Pemberton started producing Coca-Cola syrup

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