COCA COLA CASE STUDY
« Think global, act local » T. Levitt
1) What is the primary basis for Coke’s past international marketing success? Is it only advertising?
The Coca Cola Company expanded slowly abroad in the early 1920’s. Coca Cola presented the beverage with different logos which are culturally symbolic. However the true growth of Coca Cola beverages in the world had been possible during the World War II. Coca Cola Company delivered beverages to the US soldier in Europe and Asia.
Marketing: understanding the market
Marketing philosophy: A good understanding of customer needs and providing a good offer.
Coca Cola: in America is a ritual, you open the fridge and drink a coca ...view middle of the document...
Never reduce the price, never touch the price. It changes the value perception of product. You can use discount.
Coca cola has struggled since the late 1990s to find new direction against the rise of new global competition, nationalism.
Accordingly, some analysts have to argue it may be time for coke to look for new direction, especially in marketing and advertising because it appeared that during the past few years Pepsi consistently introduced more innovative and creative marketing campaigns.
American companies account for nine of the 10 most powerful brands in the world (Coca-Cola, Microsoft, IBM, General Electric’s, Intel, Disney Ford, Mc Donalds and AT&T)
The irony is that in most areas where there have been some of the more strident anti-American attacks, especially in Muslim regions, those attacks are against locally-owned companies.
Many of the restaurant chains, such as KFC and Mc Donalds, for example, operate on a franchise basis. Thus, while the brand may be global, the business itself is locally owned.
3) What is the real meaning of “think locally and act locally”? Can and should this marketing philosophy always work? Why?
The real meaning of “think locally and act locally” is that the Coca Cola Company should think locally to adapt the brand abroad and also act in this country.
It’s means that all the countries are different and that you can’t have one...