Even though Coca-Cola is highly successful in their business, the decision makers of the company decided that they did not have the time or the expertise to produce its own bottles. Coca-Cola was able to license a group of bottlers to bottle the product so that the company could focus on product quality and growing market share.
By allowing an independent bottling company to produce the bottles, Coca-Cola was able to perform better and even at a lower overall cost. The quality control necessary for the bottles needed to be focused on moreso than Coca-Cola was able to provide, so outsourcing was an excellent alternative. Coca-Cola was then able to focus on the quality control of the actual beverage and work on marketing all of Coca-Cola's products to the world.
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