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INTERNATIONAL MARKETING Name Institution Table of Contents Table of Contents 0 Introduction 2 Coca-cola competitors 4 Question One: How Coca-Cola Company Marketing Mix Is Standardised and/or Adapted Across International Markets 4 Introduction 4 1996 standardisation strategy 5 Standardising global finance 5 Adoption of effective standardisation strategy 6 Company’s performance 6 Promotion strategy 7 Coca cola sales 7 Coca cola quality 8 Heckscher-Ohlin Theory of International trade 9 Question 2 9 Introduction 9 Benefits of born global strategy 10 Domestic market 10 Uppsala model for internationalization 11 Internationalization in stages 11 Question 3 13 Introduction 13 Brand name and country
67). The Coca-Cola brand is currently sold in over 200 countries. The Coca-Cola Company head quarter is situated in Atlanta, Georgia (Susan, Douglas &Samuel 2005, p.91). The company has as well employed over 300, 000 employees around the world. Over 70% of the company’s products are sold in international market. Due to its accessibility and subsidised cost, the brand has turned out to be one of the most preferred soft drink in the world. The company’s success in global market is significantly brought about by its effective globalisation strategies and strong foothold in many countries. The company’s main competitors are: Cadbury-Schweppes and PepsiCo. Coca-cola however clams over 47% of the global market, with PepsiCo and Cadbury-Schweppes claiming 21% and 8% respectively. The essay below therefore seeks to unveil the Coca-Cola Company standardisation strategy and its impacts to global market. ...
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