It's also helpful to know that Coke's strategy for global dominance no longer relies on such tired metrics as unit sales and market penetration. No, Coke now views market share through an entirely different lens: percentage of your daily fluid intake. Really. The average human being requires 72 ounces of liquid per day. Coke, if you can believe it, now represents 2 of those ounces, globally.
The goal, set by the late CEO Robert Goizueta, is to reach 4 fluid ounces. That is, Coke wants to meet 5.6% of your daily liquid needs. Since Coke's penetration into world markets is complete -- the red-and-white logo was already ubiquitous in the streets of Manila 20 years ago -- the company looks for more of your body fluid share, rather than for more markets.
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