Business and Marketing strategy (case Study)

Business and Marketing strategy (case Study) Essay example
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Global Marketing - Standardization vs. Adaptation by Coca Cola By Customer Inserts His/her Name Customer Inserts Grade Course University Name (29, June, 2011) Introduction The days are over when ‘survival’ was the mainstream goal of every company. The technology has revolutionized leaps and bounds and has removed all the domestic and international barriers of expansion.


Beverage industry is one of the most dynamic industries that are applying this concept to great effect (Boone et al. 2009, p. 194). Beverage industry is broadly classified as alcoholic and non alcoholic. In both categories there are exemplifications of global marketing. World’s non alcoholic industry is grappled with tough competition by the two large players Coca Cola and PepsiCo. Both the giants are expanding their value horizon across different countries. Though there are numerous companies engaged in providing global beverages, the two giants are at top with extensive portfolio of products tailor made for countries. Though both companies are equally successful, Coca Cola leads the global market, with PepsiCo being on its tail continuously (Cardello 2011). Provide a detailed assessment of the environmental issues affecting Coca Cola global business and marketing strategy. Given guidance in terms of opportunities or threats they may pose for the company in the future. Coca Cola Company is one of the leading companies in the world that is dealing in the manufacturing and distribution of non-carbonated beverages. ...
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