"As long as there are enough benefits, why can't we do it? However, compared to my rival Pepsi, my rival Ta Bell's performance in the Northeast is not strong. The Northeast also lacks potential customer groups from the South, Mexican and other Latinos...

.”

It is only a matter of time before ht stores expand to New Haven and Boston.

If there is an opportunity to jointly sponsor the Yale University and Harvard University football game with Coca-Cola, it will not have much impact if we make a name for ourselves earlier or later. On the contrary, participating in public activities can also increase brand awareness and brand value.

.

Carter doesn’t object to this. Of course, if you can save a little more money in this sponsorship, that would be even better!

"Okay, okay, I'll pay for the sponsorship fee, okay?!"

Goizueta, who saw Carter's little calculation at a glance, unexpectedly did not bargain. Carter did not think that this was because people thought that bargaining was a low-status thing...

"Did you hear about the Keke press conference on August 11th? The one related to the black civil rights movement."

Seeing the distrust and suspicion in Carter's eyes, Goizueta smiled, raised his hand to signal Carter to hit the ball, and explained:

"After all, we have to spend 34 million US dollars. It is better to spend some of it on sponsorship than to give it all to those damn robbers! On the one hand, this move can open up a new market for me. Unlike Georgia,

Connecticut, New York, and Rhode Island are the bridgeheads for attacking Eastern Europe.

You should be able to find that there are far more Eastern Europeans in the Northeast than in the South. In addition to the limited domestic market, I hope that in future cooperation, you can focus on promoting our Coca-Cola to Eastern European customer groups through ht stores.

The first step is naturally to target Yale’s group of Eastern European students.”

"After these people return to their countries after studying, they usually don't do too badly. If they can develop the habit of drinking delicious food while they are in school, believe me, they are likely to leverage a large market in Eastern European countries.

!”

After Carter finished hitting the ball, the two walked towards Goizueta's ball. Carter saw the other party talking and swinging the club...

"On the other hand, this can be considered as making a contribution to my alma mater and helping a junior like you. You can understand it as an investment in favors, so don't be embarrassed. Oh, by the way, on the Yale football team, now

There should be black athletes, right? If there are no black athletes, it will be difficult. As long as there are black athletes, even if they are just substitutes... the sponsorship fee is three hundred... no, four million! I'm sorry!"

"There are black athletes, but I don't quite understand...what do you mean by robbers? Sorry, I was in China in August, not in the country."

From what Goizueta said, it seemed that he was forced to bow his head to the black community and promised some financial investment. Then he planned to use this amount of money to donate to Yale...

If only logically speaking, Carter reluctantly believed that after all, the money spent on the black athletes at Yale was also given to the black community? Compared with some black people who have no relatives, this money is probably Goizueta

I am also more willing to give a little more.

But in order to confirm the inside story, Carter still asked.

"China?! Where did you go? What did you do there?"

This time it was Goizueta's turn to be surprised, but beyond surprise. Goizueta did not forget Carter's question:

"It's not a strange thing. It's nothing more than being threatened by black people with equal rights, saying that Coca-Cola does not give black people the equal opportunities they deserve. It's ridiculous. 24% of our Coca-Cola employees are black, but those damn guys are saying that we

There is not a single black member on the board of directors, and even our bottlers and syrup suppliers have no black people. From this perspective, we at Coca-Cola are discriminating against black people, but we are selectively blind to our donation to black universities!"

"The US$34 million is the compromise here?"

"Hmm, there's no way we can't compromise! The current mayor of Atlanta...the leader who threatens us in the name of black equality is named Jesse Jackson, and the current mayor is Maynard Jackson...Who knows?

Is there any relationship between them? Think about the time, I took office in May, almost immediately after I took over, the stool under my butt was not yet warm, and they came!"

Goizueta sighed, obviously helpless about this:

"To be honest, this incident made me very passive. The Atlanta Journal-Constitution and Barron's almost pointed at Coca-Cola and scolded it as 'spineless'. Many of our bottlers also have opinions. They think that if we

If they all compromise, then they will probably suffer more kidnappings and blackmails in the future..."

"In short, this kind of thing is really a headache for those of us who run businesses. If you don't compromise, those black people who are incited will, to put it mildly, sit down and demonstrate in front of your dealers, preventing normal consumers from purchasing products.

; If it’s more extreme, I’m afraid they might smash your vending machine on the street, or even destroy your display cabinet, etc.”

"And once the compromise is made, as our bottlers are worried, you can't tell when it will end. And it will undoubtedly offend the South, our main consumer customers. In the South, if people think you are a

It’s not easy to get along with people who don’t have the talent and companies who don’t have the talent.”

Carter somewhat understood what the other party meant.

Transferring part of the money to Yale, in addition to its psychological effect, maybe it is also an attempt to save one's "unproductive" image?

Just while thinking about these issues, Carter couldn't help but wonder, what should he do if his company encounters such a thing?

Although ht does not have such hidden worries at present, it is just that its reputation is not big enough. In the future... forget it, in the future, we will discuss it at the board of directors!

"I won't mention it anymore. Anyway, you can learn from the delicious lessons. For example, if you appropriately increase the proportion of black employees, for example, if you find even one black executive with decent ability in the management in advance, you can prevent the delicious consequences in advance.

It happened to you. As for now, let's talk about something else? You said you were in China in August, and I'm quite curious..."

"Mr. Austin also attaches great importance to that market, even this year... In fact, I am not the first candidate. Everyone thought that the person who succeeded Mr. Austin this time should be his right-hand man Ian Wilson. It is a coincidence.

When Mr. Austin took the blame and resigned, Mr. Wilson was inspecting Asia, with a focus on China."

"In addition, Mr. Austin has indelible credit for Keke's overseas business expansion, and his vision is terrifyingly accurate! I am very curious, what is the market, that country, and their consumers that he attaches so much importance to?

Can you tell me about it from the perspective of someone who has experienced it?"

(
Chapter completed!