Companies need to focus on investing for economic recovery as well as surviving the downturn, according to Coca-Cola GB president Sanjay Guha.

Although Coca-Cola would not be unaffected by the recession, there were no plans to cut back marketing budgets, Guha said.

"It's dangerous to leave your business unprepared for the recovery," he said. "It's too easy when times are tough to focus on survival, not to look beyond the immediate period."

When the economic recovery did come, Guha added, it would present opportunities for companies that had invested well.