Abstract
The black population in South Africa represents the “Main Market” when it comes to fast-moving consumer goods. This paper attempts to show how Coca-Cola Sabco has adopted innovative marketing and distribution strategies to penetrate the Main Market in South Africa and to fulfil its vision and mission.
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© 2015 Academy of Marketing Science
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Staude, G.E. (2015). Coca-Cola Sabco - A Case Study in Distribution to the “Main Market” in South Africa. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_35
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DOI: https://doi.org/10.1007/978-3-319-17395-5_35
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17394-8
Online ISBN: 978-3-319-17395-5
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