The Coca-Cola Company - Standardisation & Adaptation

Globalisation- Globalisation is a process of interaction and integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology. This process has effects on the environment, on culture, on political systems, on economic development and prosperity, and on human physical well-being in

By connecting to their consumers constantly and effectively through excellent advertising, Coca-Cola was able to provide brand loyalty. With diversification within the company’s products, the brand was able to stay relevant throughout time.

Globalisation is the growth and integration between the economies in different countries for movement of goods and services. Globalisation

Globalization is the process by which different societies and cultures integrate through a worldwide network of political ideas through transportation, communication, and trade. Generally, globalization has affected many nations in various ways; economically, politically, and socially. It is a term that refers to the fast integration and interdependence of various nations, which shapes the world affairs on a global level. Simply put; globalization is the world coming together. In this essay I will discuss multiple perspectives on globalization through the analysis of these three sources.

2 Globalisation is the process by which the world is becoming increasingly interconnected as a result of massively increased trade and cultural exchange. Globalisation has increased the production of goods and services. The biggest companies are no longer national firms but multinational corporations with

The multinational company that I have chosen is Coca Cola Company since it is a very popular brand and has been serving its customers for more then 10 decades and even after so many years its popularity seems to be increasing day by day which itself speaks about the company's remarkable performance. The Coca Cola Company is an American multinational corporation and manufacturer, retailer and marketer of the nonalcoholic beverage concentrates and syrups (Wright, 1999). It came into existence in 1886 and was invented in Columbus, Georgia by John Stith Pemberton. The current statistics of the company shows that it is currently operating in over 200 countries offering its customers over 500 brands with each day serving of more then 1.7 billion (Charles W. L. Hill, Essentials of Strategic Management, 2012). .Further more the Coca Cola Company is alone responsible for the 78% of the total gallon sales of all the beverages sold worldwide. The company is listed in New York Sock Exchange and is very popular in most of the countries especially United States of America, which alone consumes 47% of the total gallons, sold worldwide (Zurkuhlen & Meeker, 1987). The company headquarter is located in Atlanta, Georgia, United States of America and its current chief executive and chairman is Muhtar Kent (Charles W. L. Hill, Strategic Management Theory: An Integrated Approach, 2012).

Globalisation refers to the process of interaction and integration among the people, companies as well as governments of countries around the world, particularly in terms of trade, investment and technology. The process of globalisation, has profound impacts on the environment, culture, political systems, economic developments, prosperity and human physical well-being in the societies around the world.

The company spends about 20% of its budget on advertisement so that it could maintain and communicating their differentiation strategy (Macin). Coca Cola also uses its logo to set it apart from their competitors. The use their red colored cans as a tool to be unique. These tools have been used for years unchanged.

The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

They have succeeded in focusing on the brand image, customer retention and adding social and ethical benefits to every bottle they sell (Coca-Cola.com, 2014). “In advertising, everything depends on strategy applied on the market, which is adjusted to the positioning” (Moraru, 2010).

Coca Cola was focused on the globalization of its brand. Coca Cola has the widest variety in the beverage industry comprising of around 3300 products and it exists in almost 200 countries. Coca Cola has a global brand value and loyalty as compared to

As the Coca Cola company has come a long way from advertising a few servings of sparkling drinks in a pharmacy, to a worldwide business. Coca Cola’s loyalty to remain at the front of the shifting public values in increasing their promotion tactics has confirmed to their plus. Without any confusion The Coca Cola Company has developed all the basics necessary to run a multimillion, worldwide venture and it refreshes all the people that come in contact their

Coca-Cola has capitalized on the rapidly expanding beverage industry in the United States and has successfully infiltrated the gobal market where 70% of its revenue is reported. This journey into globalization has the company viewed as the largest beverage company in the world. In 2011, Business Insider reported that 3.1% of beverages consumed around the world is a product of Coca-Cola and/or its subsidaries. Currently, Coca-Cola operating segements are North America, Latin America, Europe, Africa, Eurasia, and Asia Pacific. Our team has researched and provided statiscal information to grasp the cultural differences and economic state of each region.

Coca Cola has differentiated its product and services that are valued by its customer. Its product are based on customer’s preferences, with affordable price and made easily accessible.

Selling products worldwide as a Corporation is strenuous to even imagine, yet alone to actually undertake. Not only do the foreign countries differ in terms of political and economic policies, their civilization and customs have to be considered. Coca-Cola keeps their customers pleased around the world by offering distinct flavors and drinks depending on geographic location. For instance, only in the Philippines do they sell “Jaz Cola” due to its unique flavor. The overall sugar content is also different around the world. A can of Cola gets ten teaspoons of sugar in Canada and only eight in Thailand (Pickles & Poulter, 2017). Those two teaspoons do not differ to a great extent in number, but in means of daily intake, they make quite a difference. In Mexico, Coca-Cola is used with cane sugar instead of high-fructose corn syrup. The corporation promotes several beverages that are distinct to Africa, Asia, Europe, and Latin America. In fact, 79% of all beverages are enjoyed outside of the MNC’s home country. (Coca-Cola Company, 2017). As a global leader in beverages, it would be unfeasible for Coca-Cola not to tailor some of their products to certain regions considering the colossal amount of culture differences.