inflation, political climate, local and national laws and regulations, foreign currency exchange fluctuations, fuel prices and weather patterns. 

Our Objective 

Our objective is to use our formidable assets — our brands, financial strength, unrivaled distribution system, global reach, and the talent and strong commitment of our management and associates — to achieve long-term sustainable growth. Our vision for sustainable growth includes the following: 

People:Beingagreatplacetoworkwherepeopleareinspiredtobethebesttheycan be. 

Portfolio:Bringingtotheworldaportfolioofbeveragebrandsthatanticipatesandsatisfiespeople'sdesiresand needs. 

Partners:Nurturingawinningnetworkofpartnersandbuildingmutual loyalty. 

Planet:Beingaresponsibleglobalcitizenthatmakesa difference. 

Profit:Maximizingreturntoshareownerswhilebeingmindfulofouroverall responsibilities. 

Productivity:Managingourpeople,timeandmoneyforgreatest effectiveness. 

Strategic Priorities 

We have four strategic priorities designed to create long-term sustainable growth for our Company and the Coca-Cola system and value for our shareowners. These strategic priorities are driving global beverage leadership; accelerating innovation; leveraging our balanced geographic portfolio; and leading the Coca-Cola system for growth. To enable the entire Coca-Cola system so that we can deliver on these strategic priorities, we must further enhance our core capabilities of consumer marketing; commercial leadership; franchise leadership; and bottling and distribution operations. 

Core Capabilities 

Consumer Marketing 

Marketing investments are designed to enhance consumer awareness of, and increase consumer preference for, our brands. This produces long-term growth in unit case volume, per capita consumption and our share of worldwide nonalcoholic beverage sales. Through our relationships with our bottling partners and those who sell our products in the marketplace, we create and implement integrated marketing programs, both globally and locally, that are designed to heighten consumer awareness of and product appeal for our brands. In developing a strategy for a Company brand, we conduct product and packaging research, establish brand positioning, develop precise consumer communications and solicit consumer feedback. Our integrated marketing activities include, but are not limited to, advertising, point-of-sale merchandising and sales promotions. 

We have disciplined marketing strategies that focus on driving volume in emerging markets, increasing our brand value in developing markets and growing profit in our developed markets. In emerging markets, we are investing in infrastructure programs that drive volume through increased access to consumers. In developing markets, where consumer access has largely been established, our focus is on differentiating our brands. In our developed markets, we continue to invest in brands and infrastructure programs, but at a slower rate than revenue growth. 

We are focused on affordability and ensuring we are communicating the appropriate message based on the current economic environment. 

Commercial Leadership 

The Coca-Cola system has millions of customers