This website uses cookies to ensure you have the best experience. Learn more

Coca Cola Company Marketing And Globalization Essay

3257 words - 14 pages

Coca-Cola Company
Introduction
Coca- Cola Company is the world leading manufacturer, distributor, and marketer of soft drinks. It was established after Coca-Cola invention on May 1886 by Dr. Pemberton. This company manufactures about 4000 products and 400 brands using tea, coffee, water, energy drinks, juices and much more.
The company’s corporate center of operations is in Atlanta with local operations in more than 200 countries around the world. Only 30 percent of its income comes from within the United States with estimated brand equity of 84 billion dollars relating to more than 50 market share of the global beverage industry.
In early ...view middle of the document...

The major focus of the Coca-Cola Company is employees’ empowerment and teamwork. The reason for focusing on teamwork is globalization and local level operation
Foreign entry methods applied by Coca-Cola Company
Every company looks for opportunities in foreign countries, and finding a convenient entry mode is a complicated task. Various organizations select different entry modes so as to control their overseas operations with tactical decision making. The chosen entry modes should be compatible with the culture and constitution of the concerned country. There are different entry modes for exploring international market; these include licensing, exporting, acquisition, joint ventures, alliance, franchising and global partnership.
Coca-Cola Company entered into the world market using different methods of entry. Commonly used strategies are licensing, exporting and franchising (Hill 2009).The following are some of the entry modes used:
Foreign direct investment
Foreign direct investment involves investment in manufacturing and service facilities in a foreign state with an aim of having efficient management. The largest investment in an international market is the direct method of operation where an investor develops local products with fair prices for raw materials and their output. This technique helps in developing good relationships with customers, local suppliers, and the government but there exist some disadvantages like a change of government and market fluctuations.
The first Coca-Cola bottling manufacturing factory was established in Beijing, China in the year 1981.Currently, there are about 35 bottling companies and 30 manufacturing factories in China. An approximate number of 35000 people are working in Coca-Cola Companies.
Alliances
It is an agreement between business partners to work together with equity investment. Satisfying customers’ varying needs with various products is very beneficial to an organization, but it demands market partnership so as to enhance customers’ value. Two different companies form an alliance with an objective of supporting their sales channel, plan and implement cooperative promotion campaigns.
Coca- Cola and Lenovo businesses in China came together forming a partnership in marketing. They formed an alliance whereby Lenovo provided relevant technology to Coca-Cola. It also, helped in internet advertisement. As a result of this Coca-Cola is a well-known brand in China.
Joint ventures
Joint ventures are the process where two or more organizations take part in business with certain degrees of ownership. Each partner contributes assets, but the risk is shared.
It is an important international strategy which is convenient before applying foreign direct investment. Most of the companies partner with a local one so as to help them in entering the new market. Usually, a local business with the large...

Other Papers Like Coca-Cola Company Marketing And Globalization

The Coca-Cola Company Essay

1519 words - 7 pages right, sponsoring many events both on a global and local level. The company has long been associated with global events such as The Olympic Games, The FIFA World Cup, Rugby World Cup and Special Olympics. Coke has also been linked to world’s fairs and national exhibitions since 1905. The Coca-Cola formula is The Coca-Cola Company's secret recipe for Coca-Cola. As a publicity marketing strategy started by Robert W. Woodruff, the company presents the

Coca Cola Company Essay

1642 words - 7 pages partners, while many view the company as simply Coca Cola the system operates through multiple local channels. The company manufactures and sells concentrates beverages bases and syrups to bottling operations, owns the brands and it’s responsible for consumers brand marketing initiative. A transnational corporation is any enterprise that undertakes foreign direct investment owns or controls income gathering assets in more than one country

Coca Cola Company

1886 words - 8 pages model, “parent” beverage companies such as Coca Cola and Dr Pepper produce syrup concentrate, which is then sold to a host of bottling companies – each granted an exclusive regional franchise – which mix the concentrate with water and sweeteners and package the final product into bottles and cans. Great Plains Coca-Cola Bottling Company is the sixth-largest Coca-Cola bottler in North America, with sales over US$250 million. With a field

Coca-Cola Strategic Marketing

3833 words - 16 pages 1.6.1 Product The Coca-Cola Company is the number one brand of soft drinks in the world. In global branding, it reaches for 3rd place below Apple and Google. The company produces other goods such as diet Coke, fruit juices and sports drink instead of regular Coke according to people’s needs and wants. The Coca-Cola Company are able to discriminate themselves as a quality provider. 1.6.2 Place In the marketing mix system

Coca-Cola: the Better Company

1242 words - 5 pages Coca-Cola: The Better Company Coca-Cola is mostly known for its classic commercials. The purpose of the commercials is to persuade consumers to buy their product. According to the Jib Fowles article, “Advertising’s Fifteen Basic Appeals” the commercials associated with the company uses the need for affiliation in order to grab the consumer’s attention. The need for affiliation is depicted through the friendship, sharing and togetherness

The Coca-Cola Company And Pepsico Pension Plans

1000 words - 4 pages The Coca-Cola Company and PepsiCo Pension Plans Intermediate Accounting III – ACC 305 Strayer University November 20, 2011   Abstract The Coca-Cola Company and PepsiCo are both very large manufacturing corporations that operate worldwide. Over the years, each corporation has had a very longevity of business success. The expansion of business and brands through subsidiaries, partnerships and franchises in beverage and food

Code of Ethics Conduct Coca-Cola Company

3215 words - 13 pages Challenges in the Global Business Environment Code of Ethics Conduct Coca-Cola Company Richard Bonds Dr. J. A. Anderson, Sr. Date May, 31 2014 Abstract Coca-Cola Company or Coke s the largest distributor of soft drinks in the world. Businesses such as Coke and other corporations set a strict code of ethics laws to live by and operate upon. This paper will illustrate the code of ethics of Coke the industry leaders and two of its

the coca cola company modeling call

2875 words - 12 pages historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks include, but are not limited to, obesity concerns; water scarcity and poor quality; evolving consumer preferences; increased competition and capabilities in the market place; product

Coca-Cola Marketing Channel Strategy Study In China

3232 words - 13 pages Coca-Cola marketing channel strategy study in China Chapter Coca-Cola Company's development in China         Section the basic situation of Coca-Cola Company         1. Coca-Cola and the company's produce         Coca-Cola, the world's one hundred years the popularity of the wonderful liquid is from the United States in 1886 in Atlanta, Georgia pharmacist John Dr. Peng Bodun (John S. Pemberton) in the backyard at home, will

The Coca-Cola Company

2063 words - 9 pages Accomplishment for the 2nd Grading Period Accomplishment for the 2nd Grading Period The World of Plants Root crops Plant stalk Vegetable Leaves Flower Part Fruit Part Seed Part Plants that Reproduce Sexually Plants can reproduce asexually or sexually. To reproduce asexually, plants use rhizoids, fragmentation, or budding. Strawberries, crab grass, and Bermuda grass are examples of plants that

Coca Cola Liquid and Linked

1001 words - 5 pages Case Study: Coca Cola “Liquid and Linked” Executive Summary Coca Cola first launched its “Share a Coke” campaign in Australia as a “one time, country-wide promotional campaign”. This campaign put popular Australian names on cans and bottles in order to persuade customers to purchase Coke with their names on them or buy their friend’s name and share it with them. The purpose behind this campaign is to make a global marketing platform where

Related Essays

The Coca Cola Company Essay

4641 words - 19 pages -Cola), a leader in the beverage industry. Coca-Cola, the world’s leading soft drink maker, operates in more than 200 countries and owns or licenses more than 500 brands of nonalcoholic beverages. The company faces challenges in today’s market because of market changes, socio-economic changes and globalization. An external analysis of the soft drink industry is performed to understand the impact of environment. An internal analysis of Coca-Cola

Coca Cola Company Essay

1045 words - 5 pages Running Head: THE COCA-COLA COMPANY The Coca-Cola Company ACC 499 Accounting Capstone The Coca-Cola Company The Coca-Cola Company is one of the largest beverage company's in the world. It has more than 500 brands of carbonated and non-carbonated beverages. Coca-Cola Company also has the world's largest beverage distribution system. More than 200 countries consume the company's beverages at a rate of 1.7 billion servings per day. Coca

Coca Cola Company Essay

1036 words - 5 pages Coca Cola Company Student’s Name Institutional Affiliation The limitless efforts by Coca-Cola Company to attain its goal of being the best beverage producing company in the world are vibrant. For this, several strategies have ministered its journey to globalization. Among the key strategies is the global marketing strategy where Coca-Cola aimed at questing the thirst of every individual in the world. Key commercial advertisements

Coca Cola Company Essay

2029 words - 9 pages Coca-Cola Company Organizational Behavior-MGTK350 Dr. Louis Fry March 7, 2014 Introduction It isn’t unknown that the Coca-Cola Company is a worldwide beverage company whom manufactures, markets, and sells only nonalcoholic refreshments. The headquarters is located in Atlanta, Georgia where John Pembert founded it in 1886 (Yahoo Finance, 2014). This company reports as the “world's largest beverage company, refreshing consumers with more