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Coca Cola Case Study

Decent Essays

Written Assignment Unit 3
Given that Coca-Cola is one the best recognized brands in the world and a pioneer when it comes to globalization as it is pointed on the case, “Globalization and The Coca-Cola Company,” we see that Coca-Cola has one of the strongest global presences in the global market. According to the Saylor Foundation, “with its push for an increased global market share, Coca-Cola now operates in over 200 countries with over 84,000 suppliers.” Coca-Cola has made of itself the biggest producer of non-alcoholic beverages, but this global presence has not been easy for Coca-Cola the company. It has faced many challenges from the beginning since it started doing business in 1892. (The Saylor Foundation, N.D.)
The case point mentions that Coca-Cola has been trying enter new markets from its beginnings in countries such as Panama and Cuba as mentioned on case point, “Globalization and The Coca-Cola Company.” According to the case point, there is a constant change in the economy and the many markets that are present. Some of these challenges are globalization, increase in demand for healthier alternatives, regional preferences, cultural changes, changes in local governmental policies, and political turmoil. Specifically, greater personalization and customization has been a case in the economy as it begins to trend and enter into new market territory.
On this specific case point, we learned that one of the keys for success at Coca-Cola has been the capacity for adaptation, marketing strategies, and implementation of new technologies. Coca-Cola has benefited from technological improvement such as those in the transportation field making its product present in markets that were not accessible as before. It is clear that the company has a clear global presence and it has a big share of the market for “soft” drinks thanks to its particular marketing strategies and advertisement.
In this age of internet connections, social networking sites, personalized and direct-marketing companies such as Coca-Cola must strive to stay current. It must attempt to innovate and not only keep its share of market but grow with the ever

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