The modern environment of the business world differentiates the business organizations of the world into the globetrotters and the globe watchers. The globetrotters are the most successful of the organizations where the essence is to target the different markets of the world. The globe watchers on the other hand look to take the advantages of the multinational companies in the production and the marketing process. The development of the globetrotters or the multinational companies depends on the efficiency of the marketing department of the organization to a large extent. The marketing in the other countries depend on the evaluation of the country. The market of the country and its customers are to be analyzed. The analysis of the economic conditions of the country will help in the growth of the company. The marketing department of the globetrotting companies has to evaluate the conditions to be able to exert them in these countries. (Cavusgil, December, 1991). The successful multinational companies of the world have followed this model in its growth path. The paper will look into the marketing strategies of a well known international company to understand the situation. Coca Cola will be good example in the case of the study.
Coca Cola was born in 1886 in Georgia. Dr. John Pemberton is credited with the invention of the drink. However, he was not aware of the potential of the drink and eventually sold it off to Asa Candler. It was under the reign of Candler that Coca Cola achieved iconic status. He was instrumental in the marketing and the advertising of the product. This was done with the help of merchandising of various products. Another important development during his reign was the bottling of the drink. The international expansion of the drink started under Ernest Woodruff and the bottling of the drink soon began in the other parts of the world. In Europe the drink was first bottled in France. Coca Cola became even more