Coca-Cola International Business Strategy for Globalization

International Trade Academic Research Conference (ITARC ), 7 – 8th November, 2012, London.UK. COCA-COLA: International Business Strategy for Globalization Michael Ba Banutu-Gomez William G. Rohrer College of Business, Rowan University, USA Key Words International Differentiation Strategy, Global Strategy, International Marketing Strategy, Culture in International Marketing Strategy, Coca-Cola Strategy, International Distribution Strategy, Choosing Distributors and Channels, The Challenge of Distribution, Hidden Costs And Gains In Distribution, International Collaborative Strategy, International Labor Relations and Management Strategy, and International Diversification Strategy. Abstract The purpose of this research was to analysis the†¦show more content†¦It also may be referred to as segmentation strategy. Using this strategy, a manufacturer will introduce different varieties of the same basic product under the same name into a particular product category and thus cover the range of products available in that category. There are several ways a firm can differentiate its’ products. We focused on two aspects of this; branding and cost leadership. The American Marketing Association defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. The objectives of successful branding include; delivering the message clearly, confirming your company’s credibility, connecting to your target prospects emotionally, motivating the buyer, and establishing user loyalty. For example, a soda company that offe rs a regular soda, a diet soda, a decaffeinated soda, and a diet-decaffeinated soda all under the same brand name is using a differentiation strategy. Each type of soda is directed at a different segment of the soda market, and the full line of products available will help to establish the companys name in the soda category (Lake, 2010). Another aspect of the differentiation strategy is cost leadership. With this strategy, theShow MoreRelatedGlobalization Promoted The Development Of Productive Forces1037 Words   |  5 PagesGlobalization promoted the development of productive forces. â€Å"Globalization may be defined as the integration of the world s people, firms and government. In the modern context, globalization is usually the result of closer ties in international trade, known as bilateral trade agreements. The WTO and NAFTA are two examples of such bilateral trade agreements. With such agreements, cross-country investment increases. This increase in investment is aided by the increase in information technology andRead MoreThe Influences of Globalization Essay1397 Words   |  6 Pages The influences of globalization can be felt in every city around the world. Technology has enabled individuals as well as organizations the ability to immerse themselves into another culture virtually at the speed of light. Understanding of different societies and cultures has become one of the leading processes of business. Primarily there has been a greater focus on understanding the various cultures because of its ability to affect business on a global scale. Nevertheless, organization suchRead MoreGlobalisation and the Coca-Cola Company1379 Words   |  6 PagesGlobalization and the Coca-Cola Company Introduction Today, Coca-Cola is one of most well-known brands in the world. This company has continued to gain momentum and growth, capitalizing on the rapidly expanding beverage industry and ranking as the largest beverage company in the world. With its push for global market share, Coca-Cola now operates in over 200 countries with over 84,000 suppliers. Currently, over 70% of Coca Cola’s business income is generated from non-US sources (Coca-ColaRead MoreCoca-Colas Business Strategies1548 Words   |  6 Pagesï » ¿Introduction: The Coca-Cola Company The Coca-Cola Company is the worlds leading manufacturer and distributor of a wide range of beverage products. It is an American based multinational corporation that manufactures, distributes, and promotes soft drinks, fruit juices, energy and sports drinks, yogurt drinks, mineral water, coffee, tea, and soy-based beverages. Founded in 1886, the Coca-Cola Company currently offers almost 3,500 products under 500 brand labels. The most famous products of theRead MoreMarketing Analysis : International Marketing1340 Words   |  6 Pagesfaster communication high end technology ,improved transport system are making international market more approachable. When businesses looking for global position then hunger give them brand awareness and cost effectiveness. The main process of international marketing is start from the domestic marketing to international marketing and after that try to reach global marketing. Global marketing always refers to the globalization. When its about identical product standardization is important which meansRead MoreCoca Col The Largest Beverage Company1624 Words   |  7 PagesCoca-Cola has capitalized on the rapidly expanding beverage industry in the United States and has successfully infiltrated the gobal market where 70% of its revenue is reported. This journey into globalization has the company viewed as the largest beverage company in the world. In 2011, Business Insider reported that 3.1% of beverages consumed around the world is a product of Coca-Cola and/or its subsidaries. Currently, Coca-Cola operating segements are North America, Latin America, Europe, AfricaRead MoreThe Principles Of Global Marketing1632 Words   |  7 Pagesmarketing, which is a theory about the worldwide merchandising strategy, establishes the basement of marketing. As globalization is combined with diverse cultures from the whole world, costumers have different demands which have to achieve by businesses. In addition, the strateg y of global marketing is necessary for companies to develop new markets. This assignment will firstly explain what global marketing is. After that, it will confer strategy of global marketing in 4Ps (product, price, place, promotion)Read MoreThe Globalization Of A Multinational Corporation1725 Words   |  7 Pagescorporation is a corporation that does business in two or more countries. It has its home base in its own country, but has branches or subsidiaries in other countries. Their home base is the company’s identity. For example Toyota is Japanese even though it operates in the United States. With modern technology and improvement in communications, transportation and infrastructure, corporations are venturing beyond national boundaries in the pursuit of business opportunities. Their size provides themRead MoreCoca Col Strategic Expansion Of Businesses2291 Words   |  10 Pages UNGC Coca-Cola Stephany Kim shstephk@gmail.com N/A N/A UNGC: Strategic Expansion of Businesses Country’s Relationship/History to the Topic: In 1886, Dr. John S. Pemberton and his partner Frank M. Robinson created a distinctive tasting soft drink that shortly became known as â€Å"Coca-Cola.† The new beverage quickly spread throughout Atlanta, Georgia, under the leadership of businessman Asa G. Chandler (â€Å"Coca-Cola History†). At the turn of the century, Coca-Cola started expanding throughout the countryRead MoreMarketing Strategy Of Coca Cola1664 Words   |  7 PagesMarketing Strategy comprises of many components which are associated with each other and incorporate a company s publicising goals. Coca-Cola is a foremost example for successful marketing brand that is known and adored all over the world. The origin of a strong Marketing Strategy consists of a proper analysis, exploring all important factors which are required to achieve a desired target. I explore my knowledge of interest to know the effectiveness of the strategies used by a coca cola company to