Enabling Jobs and Opportunities at the Base of the Pyramid
The Coca-Cola Company and its bottling partners have pledged to significantly expand its network of locally owned, low cost micro-distribution outlets, or Manual Distribution Centers, to provide employment opportunities in base of the pyramid markets across Africa.
The Coca-Cola Company is on target to open at least 1,300 new micro-distribution centers providing jobs for 5,300 people by mid-2010. As a result of this initiative, the beverage company will generate $320 million in new revenues. In addition, The Coca-Cola Company is conducting research to extract lessons learned and best practices to enhance the business and development benefits of the model as they expand its use in other regions.