GLOBAL BUSINESS STRATEGY FOR MANAGING MARKETING

Global Business Strategy for Managing Marketing: the Case of Coca-Cola Company

Abstract

"Innovation is certainly always part of the Coca-Cola Company and is why they advertise different styles of bottles, prints on cans, and items which do not have anything to do with a drink such as stuffed animals, T-shirts and caps. Producing different kinds of products involve technology. If a new product is planned to be launched, not only research for demand and possible sales prices should be conducted through an opportunity analysis. In order to be cost efficient and at least break-even, the kind of production line and machinery needed to produce the item has to be assessed and analyzed. A detailed business plan should show the strengths and weaknesses in order to help managers and executives in the decision making process, also called SWOT analysis. At that point, an idea can become a goal. Technology also helps to communicate the plan via information technology such as e-mail and inter-/intranet to the people who make it happen. Management needs to plan for the skills necessary to accomplish the task."

Table of Contents

Abstract2

Introduction3

History of Coca Cola3

Globalization of Markets and Competition3

Stages in the International Involvement of a Firm3

Some Forces In International Trade3

Political and Legal Influences3

The political situation3

Laws across borders3

The reality of legal systems3

Legal systems of the World3

Culture3

Dealing with culture3

Warning about stereotyping3

Cultural lessons3

Cultural characteristics as a continuum3

High vs. low context cultures3

Ethnocentrism and the self-reference criterion3

Language issues3

Country Entry: Decisions and Strategies3

Segmentation, Targeting, and Positioning3

Methods of entry3

Product Issues in International Marketing3

Products and Services3

Product Need Satisfaction3

Approaches to Product Introduction3

International Promotion3

Promotional tools3

Some cultural dimensions:3

Pricing Issues in International Marketing3

Constraints on Global Communications Strategies3

References3

Global Business Strategy for Managing Marketing: the Case of Coca-Cola Company

Introduction

"The culture of the company is thus one that is wedded to its own past and informed by its own self-age as an embodiment of American enterprising excellence. "Further, the company is not beyond drawing faith from its successes in the past after previous reversals. (Muhlbacher 2006) For instance, although Coke appears to be going through somewhat of a fallow period at the moment, close observers are quick to point out that Coke has rebounded from adversity in the past. Although it is not clear how much Coke reminds workers of how the organization has come back from the brink in the past, the corporate culture is certainly one predicated upon showing an organizational history of success and fortitude." (Onkvisit 2004)

History of Coca Cola

Coca-Cola as it was introduced was cocaine based wine and was a huge success throughout the United States. Its battle to fame was a long and treacherous route, impeded by Pepsi and government interference. Still the Coke lived on, it now had a bottling company in every large city and is in no way slowed by downfalls any longer. The result of the success of the monopolist coke was subsidiaries being formed and the business or industry of coke growing at an alarming rate. Most beverage companies are sprouts of Coca-Cola; one sprout is Grapette who also made ...