especially in the food and beverage sector. This sector is very sensitive as it directly affects consumers and their health. Despite having a complex supply chain and constant government interference through regulatory policies and schemes

Coca-Cola still stands out among its competitors. Pepsi company follows with a small margin just below Coca-Cola. Other strategies that Coca-Cola incorporates to provide high-quality beverages at a low cost and maintain high customer service levels include the Total Quality Management TQM and the Just-In-Time JIT strategy (Thakur