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International Marketing Management

Globalization and Liberalization has opened many doors to the international companies like Coke and they are currently exploiting these opportunities.
The destruction of communism has made the business climate in Bulgaria more suitable for the American business tycoon Coke. Earlier the communist regime looked suspiciously at the intrusion of the products and organizations from the capitalist countries. On the other hand, Spain had no such political obstacles for the entry of Coke in their market. Spain traditionally a close ally of America and American products never faced many barriers in Spain. This report analyses the macro-environmental analysis of Coca Cola product in Bulgaria and Spain.
Coca Cola is currently marketing across different countries and different cultures. One of the major characteristics of Coke’s international marketing strategy is the custom made marketing strategies for each country and region where Coke operates. Coke knows that different countries may have different social, political, economical environmental, legal, cultural and communal factors and each country needs marketing strategies suitable to their characteristics. Even though Coca Cola is marketing same products all over the world, they have realized that even for same product, different marketing techniques needed in different countries.
Since 1990, Bulgaria has embraced parliamentary democracy as communism failed to fulfil the needs of the people. Spain on the other hand is a parliamentary representative democratic constitutional monarchy since 1975. In short both these countries are under democratic administration at present which is a good sign for Coke’s business hopes in these countries. Historically, communist countries were reluctant in allowing American companies to function in their soil because of suspected spy work. But the current political systems in Spain and Bulgaria offers less resistance to ...Show more


It is the world’s largest non-alcoholic beverage company. Coca Cola was invented by Doctor John Pemberton in May, 1886. Bellis (2009) has mentioned that “today, products of the Coca Cola Company are consumed…
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International Marketing Management essay example
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