Globalisation and the Coca-Cola Company Essay

Today, coca plant-Cola is i of most well-known defacements in the world. This caller-out has continued to gain momentum and growth, capitalizing on the speedily expanding potable industriousness and ranking as the largest potable company in the world. With its ride force for worldwide market sh atomic number 18, coca plant-Cola now operates in everyplace 200 countries with over 84,000 suppliers. Currently, over 70% of Coca Colas business income is generated from non-US sources (Coca-Cola Company, 2012). In over a century, Coca-Cola has grown the company into a multi-million dollar business.However, the bridle-path to success has not always been easy for Coca-Cola. many an(prenominal) countries have banned the use of Coca-Cola harvest-homes, claiming that these harvest-homes are threatening public health and encouraging obesity. Many elbow grease practice suits have been filed against the mega beverage company with accusations of child labor sweatshops and discriminati on in providing health care benefits to workers. In addition, the beverage industry has been flooded with competitors introducing new soft jollify products, such as Pepsi, along with soft drink alternatives, such as Gatorade, bottled water, fruit juice, and energy drinks. Coca-Cola has approach the challenge by introducing new beverage brands including Sprite, Fanta, Minute Maid, Simply Orange, Fresca, Vitamin Water, refreshful Water, Odwalla, and Powerade.In light of the obstacles Coca-Cola has overcome, the company has remained true to its commitment to provide quality, refreshing, and full-blooded products to consumers. In order to ensure each product tastes the same crossways the globe, Coca-Cola continues to keep the beverage recipes secret with tightly controlled manufacturing facilities. CocaCola has never lost band of its goal to be the best beverage company in the world. Now, allow us take a closer look at Coca Colas journey to globalization. Coca-Colas Journey to Gl obalizationFounded tail in the 1880s, Coca-Cola was developed by John Pemberton as an American iconic brand known for high quality and consistency. During this blockage in history, storekeepers demanded pre-packaged products with brand name recognition. Coca-Cola met these demands with its iconic red and white logo and brand trade to instill confidence in the consumer that the Coca-Cola product would taste the same everywhere it was purchased.These strategies soon became the foundation for CocaColas plan to expand globally. In the first 1900s, Coca-Cola started to globalize. Bottling plants were initially built in Cuba and Panama as the US military spread to these regions, causing a rise in demand for the Coca-Cola brand. These plants proven to be successful, reducing mailping and delivery costs typical in these regions. Soon after, additional bottling plants opened in Hawaii, Puerto Rico, and the Philippines. These efforts launched Coca-Colas Saylor uniform resource locator www.saylor.org/bus2082.5.6The Saylor origination investment in testing foreign markets for future expansion opportunities. By 1926, CocaCola had established foreign relationships and plants around the world in give birth of its impudently created center of global operations.Coca-Cola continued on its path of mass outturn and rapid expansion for the next several decades. Local branches along with local anesthetic partnerships to produce and distribute the signature Coca-Cola products were established throughout the world. The ending of valet War II and the Cold War marked the signature period in which Coca-Cola had established itself as a true global gage known for its efficiency and worldwide capabilities.Next, let us take a look at three key strategies employed by Coca-Cola to support rapid growth and expansion crosswise the globe global selling strategies, product differentiation, and technology.Global Marketing StrategiesCoca-Colas marketing strategies compete a significa nt role in successfully globalizing the company. The companys hot advertise slogans andcatchy jingles played into the hearts and minds of people around the world. many of the most called advertising slogans includeCoupled with these slogans, songs were used to have consumers remember the brand. One of the companys most popular jingles was known as I want to buy the world a coke, produced in 1971 by Billy Davis. The commercial featuring this song portrayed a world of rely and love produced by a group of multicultural teenagers on slip away of a hill. This commercial went down in history as one of the most well-known commercials of all conviction.In addition to Coca-Colas advertising efforts, Coca-Cola became the first commercial sponsor of the Olympic Games in Amsterdam in 1928. Coca-Cola continues to be an Olympic Games sponsor today. Coca-Cola has alike sponsored many other profligate events such as the International Federation of Association football game (FIFA), field Hockey League (NHL), National Basketball Association (NBA), National Football Association (NFL), Major League Baseball (MLB), NASCAR, and Cricket World Cup. Saylor URL www.saylor.org/bus2082.5.6 convergence DifferentiationAnother key factor that has supported Coca Colas globalization vision is the companys force to customize the product to meet the needs and wants of individual markets. For example, Coca-Cola has been able to curve its product line to meet the needs of the younger consumer by go Powerade and flavored Coke products, such as Cherry Coke and Vanilla Coke. Additionally, the company is meeting the needs of the health conscious, older consumer with Diet Coke, Vitamin Water, and Odwalla products. CocaCola has invested significant time and money into researching and understanding different marketing segments based on lifestyle, age, and income in order to accurately develop and market its products.Packaging differentiation has also played a key role in how adaptable the Coca-Cola product is to various market segments. Functional promotional material has been used to make the products uncommitted in different sizes and forms, including glass and plastic bottles, aluminum cans, and fountain drink dispensers. The company considers various shapes and sizes of the bottles and cans to ensure easy stacking and vending machine dispensing. To prove the companys commitment to environmental sustainability, all packaging materials are designed to be recyclable and labeled accordingly for easy consumer identification. engine roomTechnology advances contributed to Coca-Colas ability to globalize rapidly throughout the twentieth century. Product transportation became more efficient and cost effective with the increment of bigger and faster semi-trucks, cargo ships, jet aircraft, and trains. Coca-Cola was able to manufacture and ship products quicker and farther to market segments that were unreachable before these transportation improvements.In addition, tec hnology advances became the driving force behind the ease and speed at which information was available. Distributors and warehouses were able to more accurately track inventory levels and replete order shipments, resulting in lower overall operating costs. Computerization also led to slashed product costs and improved efficiencies. Computerized and automated manufacturing equipment increase the speed and volume in which products were produced. These technological advances enabled Coca Cola to fight on a global scale, selling the well-known brand of products across the world at competitive prices.SummaryCoca-Cola is one of the most well-known brands in the world, operating in over 200 countries.While the global marketplace has presented numerous opportunities for CocaCola, the company has also encountered global attacks on the nutritional value of its products, along with unfair labor practice accusations.Saylor URL www.saylor.org/bus2082.5.6The Saylor groundworkFounded in 1880, C oca-Cola began its journey toward becoming the worlds best and largest beverage company. Coca-Colas American iconic logo, brand recognition, convenient packaging, and consistent product manufacturing became the foundation for the companys plan to expand globally. A open up in globalization, Coca-Cola began expanding bottling and manufacturing facilities back in the early 1900s, establishing key foreign partnerships. Coca-Colas marketing strategies, including memorable advertising slogans, catchy jingles, and sporting event sponsorships, played a significant role in winning the hearts and minds of consumers globally.Product differentiation, such as offering different beverages in flexible packaging options, allowed Coca-Cola to customize the product for different market segments.Technology advances, including product transportation, telecommunication, and computerization, became the driving force behind Coca-Colas ability to capitalize on the rapidly expanding marketplace across the globe.ReferencesCoca-Cola Company (2012). Wikinvest. Retrieved December 11, 2012. http//www.wikinvest.com/stock/Coca-Cola_Company_(KO)