Coca-Cola: International Business Strategy for Globalization

10128 Words Jul 23rd, 2013 41 Pages
International Trade & Academic Research Conference (ITARC ), 7 – 8th November, 2012, London.UK.

COCA-COLA: International Business Strategy for Globalization
Michael Ba Banutu-Gomez William G. Rohrer College of Business, Rowan University, USA Key Words
International Differentiation Strategy, Global Strategy, International Marketing Strategy, Culture in International Marketing Strategy, Coca-Cola Strategy, International Distribution Strategy, Choosing Distributors and Channels, The Challenge of Distribution, Hidden Costs And Gains In Distribution, International Collaborative Strategy, International Labor Relations and Management Strategy, and International Diversification Strategy.

Abstract
The purpose of this research was to analysis the
…show more content…
It also may be referred to as segmentation strategy. Using this strategy, a manufacturer will introduce different varieties of the same basic product under the same name into a particular product category and thus cover the range of products available in that category. There are several ways a firm can differentiate its’ products. We focused on two aspects of this; branding and cost leadership. The American Marketing Association defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. The objectives of successful branding include; delivering the message clearly, confirming your company’s credibility, connecting to your target prospects emotionally, motivating the buyer, and establishing user loyalty. For example, a soda company that offers a regular soda, a diet soda, a decaffeinated soda, and a diet-decaffeinated soda all under the same brand name is using a differentiation strategy. Each type of soda is directed at a different segment of the soda market, and the full line of products available will help to establish the company's name in the soda category (Lake, 2010). Another aspect of the differentiation strategy is cost leadership. With this strategy, the

More about Coca-Cola: International Business Strategy for Globalization