DIGITAL COMMUNICAITON STRATEGY

Digital Communicaiton Strategy



Introduction1

Discussion and Analysis1

Company Profile: Coca Cola1

Industry Analysis3

Create and Deliver a Corporate Digital Strategy for a Global Super Brand3

Coca-Cola Distribution Technology4

Their strategy6

The Content7

The Result7

Coca Cola Company Analysis9

Environmental Analysis9

The Message of the Digital Strategy Coca Cola10

Setting Execution of Digital Strategy in 210211

Simplicity, Accessibility and Innovation11

Cola's Content-Strategy 2020: From the excellence of creativity to the excellence of content12

Future Attempts13

Conclusion13

Digital Communicaiton Strategy

Introduction

Digital media is an increasingly important channel for business communication. Thus, given the differences with traditional media, it is necessary that the organization needs to elaborate a specific strategy. The social press releases, viral marketing and social communities are some of the tools they can use in this new environment (Bachfischer, 2011). In addition, companies and the instutions needs to take advantage for this opportunity in order to be more transparent, approachable and human in their communication wih their potential customers.

New media media play a crucial role in the management of organizations working in the field of international relations and human development. In recent years, technological advances associated with telecommunications have resulted in the development of a new form of interaction, which has substantially increased the remote communication through the network of users of the Internet and mass media use digital information exchange.

Discussion and Analysis

For this paper, we choose the Company of Coca-cola, and their Digital communication strategy.

Company Profile: Coca Cola

The Coca Cola Company was founded in 1886. Its headquarters is in Atlanta, Georgia with local operations in over 200 countries around the world. E. Neville Isdell is the Chairman and CEO. This centralized company is made of a Board of Directors, Executive Committee, Operating Group Leadership and Corporate Functional Leadership (Katz & Gurevitch, 1974, 509-524).

When companies try to expand into the international arena, there are certain problems that can occur. According to Alexander, 2000 site acquisitions is the weightiest issue. The problems of site acquisitions, which are recruitment and staffing, language, different competitive conditions, different consumer's tastes, and different social conditions, can be larger than what a company can imagine. The emphasis placed on social economic shows that companies are most concerned with what many describe as the underlying cultural environment. Findings like this suggest that locating suitable suppliers may prove problematic anywhere, as indeed may the acquisitions of useful marketing information, while problems associated with cultural differences will take on perhaps hitherto unrecognized significance. It is important for a company to remember that a success in the home market does not mean success in the international market. Companies should remember that people and countries around the world might be/are very different compared to their own home country (Bodden, 2008, pp 12-34).

It is common knowledge that Coke and Pepsi are engaged in a battle for being the number one brand of cola drink. In order to make a comparison between the two drinks, it is very important to review the history of the two giant competitors. Coke invented in 1887, while Pepsi invented five years later. From its birth, Pepsi is considered to be more "healthy" ...