The Coca-Cola Company - Standardisation & Adaptation

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

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

Wikipedia defined globalization (or globalisation) is the process of international integration arising from the interchange of world views, products, ideas and mutual sharing, and other aspects of culture. It shows that as the world are being allocate under the same unit as there is no differences among the country without being restricted by the borders and geographical position of a country. As being in this process, the sky is wide open to be penetrated by a variety of information through intermediate communications media such as internet. Hereby, this greater achievement enables the relationship between a country and others can be gain by a short time.

Globalisation is the process of allowing goods, financial and investments markets to operate across national borders due to deregulation, improved communications, infrastructure and technology.

Coca-Cola and PepsiCo compete at length with each other among an extensive list of other brands. A key concern for both of these companies in 2011 was their capability to market, produce, and distribute across national boundaries of a single nation. This concern has decreased as both companies were able to push though their limitations and were able to establish manufacturing plants in countries across the globe. (Coca Cola Company, 2011)

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.

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.

This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: “the introduction of the new Coke”.

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

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

Globalisation is the worldwide movement toward economic, financial, trade, and communications integration (Business dictionary) the word had hardly been used up until the 1970s. But with new technology and increased trade, the word globalisation is now considered a very important concept throughout the world, Particularly in China. Where over the last forty years it has gone from an important opponent of globalisation, a supporter of global disorder (WILLIAM H. OVERHOLT (2005) and an opponent of free trade. To one of its biggest supporters with it now already being the worlds third largest trading nation in the last forty years with Trade in goods over 60% of its GDP (Razeem, S. (2007). In many peoples view this spread of

Globalisation is something that has been around for many years and will continue to be for many more. Globalisation is a worldwide topic, therefore there are multiple different interpretations on how it may be described, for instance some may say that globalisation is a wave of interconnectedness. For the purpose of this essay I will introduce the definition from the Oxford Dictionary as it is presented in an accurate and easily comprehended manner: “The process by which businesses or other organisations develop international influence or start operating on an international scale.” (English Oxford Living Dictionaries, 2017) From my own understanding this definition provides the idea that globalisation is basically the dynamics of business throughout various different platforms, such as The Economy. Globalisation is a very diverse subjects as there are lots of positive aspects to the effects it has but there are also many downfalls in regards to the effects that it brings. This essay will primarily focus on the effects Globalisation has had on different economies and how they are not always beneficial towards society.

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 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).

A definition of “Globalisation” would be that : “Globalisation typically refers to the process by which different economies and societies become more closely integrated3.”