Coca-Cola and Its Global Marketing Strategies
Coca-Cola and its Global Marketing Strategies
Coca-Cola is a company that is known worldwide for its product. It is a drink that spans all ages, colors, races, and countries. The Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The world’s headquarters are located in Atlanta, Georgia, with many other locations around the country. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverages bases for Coca-Cola, the company’s flagship brand, and over 230 other Company soft-drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world (Virginia, 1).
The company has been around for over 100 years, and has used this time to perfect its marketing strategy. The success of the company was built on many people with the great business knowledge and know-how to take a simple drink, and make it into a symbol that represents humanity. This paper will focus on not only the globalization of Coke, and Coke as a company, but also what advertising and media strategies have been used to help in the discourse of its globalization.
Coca-Cola is an internationally recognized drink, popular in many countries throughout the world. The company that produces the soft drink has an interesting way of distributing it around the world, which many people may not realize. You don’t get exactly the same Coke in India that you do in the US, because bottling of the drink is franchised.
What occurs is the following: the company produces a concentrate with the patented formula for Coca-Cola. This remains the same wherever you purchase the product. This concentrate is then sold to companies who have purchased franchises to bottle Coca-Cola in their area. Each bottling company adds water and whatever sweeteners are used for that specific type of coke.
Slight variations may occur if the bottlers don’t
Coca-Cola is a company that is known worldwide for its product. It is a drink that spans all ages, colors, races, and countries. The Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The world’s headquarters are located in Atlanta, Georgia, with many other locations around the country. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverages bases for Coca-Cola, the company’s flagship brand, and over 230 other Company soft-drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world (Virginia, 1).
The company has been around for over 100 years, and has used this time to perfect its marketing strategy. The success of the company was built on many people with the great business knowledge and know-how to take a simple drink, and make it into a symbol that represents humanity. This paper will focus on not only the globalization of Coke, and Coke as a company, but also what advertising and media strategies have been used to help in the discourse of its globalization.
Coca-Cola is an internationally recognized drink, popular in many countries throughout the world. The company that produces the soft drink has an interesting way of distributing it around the world, which many people may not realize. You don’t get exactly the same Coke in India that you do in the US, because bottling of the drink is franchised.
What occurs is the following: the company produces a concentrate with the patented formula for Coca-Cola. This remains the same wherever you purchase the product. This concentrate is then sold to companies who have purchased franchises to bottle Coca-Cola in their area. Each bottling company adds water and whatever sweeteners are used for that specific type of coke.
Slight variations may occur if the bottlers don’t
Cited: 1. Allen, Frederick. Secret Formula: How Brilliant Marketing and Relentless Salesmanship Made Coca-Cola the Best-known Product in the World. New York, NY: Harper Business, 1995. Print. 2. "Coca-Cola at Home." American Studies @ The University of Virginia. Web. 23 Mar. 2011. <http://xroads.virginia.edu/~class/coke/coke1.html>. 3. "Coca-Cola - Careers - Who We Are - Mission, Vision & Values." Coca-Cola: The Coca-Cola Company. Web. 23 Mar. 2011. <http://www.thecoca-colacompany.com/careers/our_vision.html>. 4. Hays, Constance L. The Real Thing: Truth and Power at the Coca-Cola Company. New York: Random House, 2004. Print. 5. "International Marketing | Business Studies Theory | Business & Marketing Resources." Business Studies Case Studies | GCSE AS A Level Business Studies Resources | Teacher & Student Revision Theory. Web. 23 Mar. 2011. <http://www.thetimes100.co.uk/theory/theory--international-marketing--241.php>. 6. "The Story of Coca-Cola," www.coca-cola.com; Betsy McKay, "Coca-Cola Restructuring Effort Has Yet to Prove Effective." Asian Wall Street Journal, March 2, 2001; Andrew Marshall, "Focus: Can They Still Sell the World A Coke?" The Independent, June 20, 1999.