A hunger for new markets has driven the Coca-Cola Co. to the remotest corners of the planet. Now it’s Mark Lynch’s job to fine-tune the company’s global distribution network.
Wherever you happen to be when thirst strikes—a gleaming office tower in Manhattan, a dusty village in Zimbabwe, or an airplane 45,000 feet above the Pacific Ocean—chances are there’s a can of Coke within reach. That’s no accident. Since the 1920s, the Coca-Cola Co. has been engaged in an aggressive global expansion campaign— even resorting to riverboats and what the company calls “four-legged power” to deliver its flagship product to locations like the highest elevations of the Andes. It appears that the company’s efforts have paid off. Coke is now available in more than 200 countries, and the Coke brand has become one of the most widely recognized on the planet.