Globalization And Economic Policy.pptx

THE GLOBALIZATION OF COCA-COLA

INTRODUCTION

- The largest beverage company, the most

well-known brand in the world. - 1886 at Atlanta, Georgia. - Operating in over 200 countries with over 84000 suppliers. - Multi-million dollar business.

FORCES DRIVING GLOBALIZATION 01

Customers

02

Market

03

Company

FORCES DRIVING GLOBALIZATION 01

Customers - US military spread to Cuba and Panama  A rise in demand for the Coca-Cola brand. - The company wanted everyone around the world to enjoy its product.

FORCES DRIVING GLOBALIZATION 02

Market - Their domestic market (The US) needs are already fulfilled. - Minimize the cost of bottling

FORCES DRIVING GLOBALIZATION 03

Company - The owner’s vision for Coca Cola’s product to be enjoyed worldwide.

- Competing with the Pepsi-Cola Company.

COMPANY STRATEGY

COMPANY STRATEGY • Franchised production model (Bottling plan) • Marketing strategy

Franchised production model (Bottling plan) The Coca-Cola Company franchised to bottlers around the world.

Coca-Cola only manufactures the secret syrup and sells it to bottlers. Bottlers produce the final drink by mixing the syrup with water and sweeteners.

Bottlers sell the Coca-Cola drink to retailers.

Marketing strategy -

Increase the spending on marketing ($2.4 billion in 2017, $2.5 billion in 2016).  Coca-Cola is one of the best recognized global brands.

FIFA WORLD CUP

Marketing strategy

- Devoting to sponsorship development

OLYMPIC GAMES

The brand became more well-known

NBA

Marketing strategy - Marketing campaigns 1979: “Have a Coke and a Smile” 2001: “Life Taste Good” 2009: “Open Happiness” 2016: “Taste the Feeling”