The Impact Of Globalization And The Coca-Cola Company

Coca-Cola is shifting its product strategy to develop healthy beverages. “Minnick’s ambitions, if they hold, would utterly redefine Coca-Cola’s image as a purveyor of sugar-laden junk that you should’ve give your kids” (Carvens & Piercy, 2009). Entering a healthy-beverage market segment can potentially improve as well as expand Coca-Cola image. The new market segment will reel in even more consumers for the company, only

Changes in lifestyles have altered people 's perspective about traditional carbonated soft drinks, and this trend has opened an opportunity for healthier alternatives. Expected to spend over $200 billion in the year 2017, Millennials have a significant purchasing power (PR Newswire, 2017). By putting credence on healthier purchases, beverage companies have opportunities to make products for consumers that play a role in their diets.

The Coca-Cola Company has enjoyed a long and successful history; however, it has made mistakes. Though success has not always come easy or cheap, Coca-Cola has maintained a large loyal consumer base. As an icon in America and around the world, the company can be credited for listening to and catering to the requests and needs of its consumers. This is why its attempt to launch new flavors must be carefully considered to ensure not only acceptance by the target market, but continued loyalty to the brand.

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

The history of Coca Cola began in 1886 when Dr. John S Pemberton, an Atlanta pharmacist created a tasty soft drink which could sell at soda fountains. Since then, Coca Cola grew to be a global brand and touched great heights. Today, it sells across 200 countries and is just as popular across all the markets and nations. The company today, owns or licenses and markets more than 500 non alcoholic beverage brands. The brand has only few major competitors in the global market. The daily servings of coca cola are estimated to be at 1.9 billion globally. (Coca-Colahellenic, n.d.) This is just another proof of the popularity of the brand which has a very large and diversified

Globalization – the intensification of human interaction (Guest, 18), continues to remain a key facet towards growing economies, improving international relations and influencing new opportunities. Although global expansion is seemingly brand-new within contemporary society, such interaction is not a recent practice, but rather has been performed and cultivated for centuries past. To analyze the power of globalization, through a narrow lens, one could look at the consummation/production of Coca-Cola and a chocolate bar. By interpreting a single bottle of ‘Coke’, much can be revealed about its impact, both negative and positive, on the consumer and the environment of the country where it is produced; Plachimada. Furthermore, through that same context, looking at, a single chocolate bar can further lay bare the dominance and crisp realized influence that a small, subjectively delicious, object has on the issue of stratification, and its relation to power, on the rest of the world; that being, countries where these products are forcefully composed in.

One of the company’s most popular jingles was known as “I want to buy the world a

Coca-Cola is a globally recognized beverage company. Most of its products are well-known, but some of its newer beverages consumers do not associate with the brand. Coke’s product offerings include water, soft drinks, and energy drinks. However, when the average consumer thinks of Coca-Cola products, coffee-based beverages do not come to mind. The main reason for this is Coca-Cola’s lack of offering a

This essay will provide an analysis of the new marketing campaign which appeared in 2014 titled: “Coca-Cola Life: Can brands ever play a role in tackling obesity?” (the Guardian, 2014). The news article debates on the relationship between consumption of sweetened soft drinks and obesity problems that has increased in alarming rates worldwide. It was debated in the article that more brands have finally joined in the market trend to produce healthier products as led by market leader Coca-Cola with its brand extension through introduction of a naturally sweetened lower calorie product, “Coca-Cola Life”. However, critics

The soft drinks market is dominated by 3 household Coca Cola, PepsiCo and Dr Pepper Snapple. Coke Zero is successful because it was carried to new category – sugar free coke and be first to get into the prospect’s mind. It is filled a need for an underserved consumer -- young adult males, offering to anyone seeking great Coca Cola taste with zero calories. In a world where new products rise and

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.

Since its introduction in 1886, Coca-Cola has applied a multitude of global marketing strategies through their advertising campaigns to guarantee their dominant position in the marketplace. The current technology-driven lifestyle has led to an expansion of marketing techniques to keep up with the societal demands and trends worldwide. The introduction of a new marketing approach coalesces the various product offerings within the Coca-Cola product line under a single campaign.

To promote a healthier lifestyle, Coca-Cola has introduced new products which are low or zero calories, and 100% natural fruit juice. The company wants to emphasize that its beverages are healthy to drink. Furthermore, the company has been eager on organizing some healthy

Coca-Cola has the widest portfolio in the nonalcoholic industry, comprising of 3500 different beverages and about 500 brands. More specifically, apart from the classic Coke, Coca-Cola has expanded into several other brands such as Sprite, Fuze and Fanta which have large market shares in their respective segments and generate huge profits for the company. Moreover, some of its products are available in several flavors and sizes. For example, Coke Diet is sold in 200ml, 500ml, 1-liter, 1.5-liter, 1.75 liter or 2-liter bottles in different versions such as Coke Diet caffeine-free, cherry, lemon and Splenda. This means that the company does not just try to cover the consumers’ thrust but it also

In order to provide an outside perspective, PepsiCo tasked us with creating a recommendation to one of its current problems: how should it adjust its beverage product portfolio to better align with changing retailer and consumer tastes and preferences? After much consideration and analysis, we have decided to approach the problem by focusing on society’s shift to more health and environmentally conscious purchasing habits, which has caused annual decreases in carbonated soft drink (CSD) sales.