Best Corporates: Eastern promise

Jun 28, 2013

A successful Asian foray for Coca-Cola Femsa provides a springboard for further expansion

They may be an ocean apart, but the Philippines and Latin America have a fair bit in common. It’s not just shared historical influences: their beverage markets, too, feature a number of similarities.

To Mexico’s Coca-Cola Femsa (KOF), the opportunity was clear. Says its CFO Héctor Treviño, when it comes to consuming soft drinks, no other market in south east Asia looks as much like a Latin American nation as the Philippines. "In other [Asian] countries you see a much higher percentage of hot beverages and tea," he notes.

Such dynamics were behind the company’s...

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