Strategic marketing information system

Date of publication: May 1, 1997


This paper describes the new soft drink market perspective of Coca-Cola FEMSA (KOF) enabling understanding of the market dynamics based upon quantitative indicators on a real time basis, correlated with a geographic environment, looking for relations between supply, such as retailer’s soft drink markets such as supermarkets, mom and pop stores, restaurants, etc., and demand, such as soft drink consumers; and dealing with actionable information for strategic and tactical decision making.

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