• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Coca Cola has successfully marketed their brand and products not only domestically but globally through the implementation of a winning international marketing strategy.

Extracts from this document...


International Business The marketing mix of a given company is a set of tools the firm uses to pursue its marketing objectives1. They are used to elicit desired responses from their target market. In the case of multi national companies when entering new markets they have to decide how they will adapt their marketing strategy and use their marketing mix. There are two different types of international marketing mix strategies. A standardized marketing mix worldwide, which means maintaining the original products, advertising and distribution channels, which promise, lower costs. At the other extreme is an adapted marketed mix, where the producer adjusts the marketing mix elements to each target market The marketing strategy of a given firm 'indicates the specific target markets of competitive advantages that are to be developed and exploited' (Dibb et al, 2001)2. In order to formulate a successful entry strategy for china, the company must evaluate marketing opportunities and conduct environmental scanning to assess its external influences. Coca Cola has successfully marketed their brand and products not only domestically but globally through the implementation of a winning international marketing strategy. ...read more.


International Organisational Strategy-Prospector International Marketing strategy-Expansion CC operates within a broad product market domain that undergoes periodic redefinition. The soft drinks market in many countries is now mature and Coca Cola need to find ways to further increase sales in existing markets. 1. Market Penetration- Aims -increase market share; Coca Cola are trying to encourage current customers to use the product more often; they claim that everyone needs 64 fl.oz daily, and that they therefore have potential to increase consumption. -make product/service improvements (e.g. packaging) Coca Cola reacts rapidly to early signs of opportunity and endeavours to respond with pioneer products (see product offerings across), technology and packaging (e.g. contour bottle) and distribution (e.g. Franchise system). It is hoped that these responses will lead to new areas of competitive actions 2. Product Development Aims - In terms of marketing, Coca Cola continuously seeks to develop product line extensions or new product offerings. E.g. Dr Pepper, Diet Coke, Fanta, Five Alive, Kia-ora, Malvern Water, even Coca Cola Clothing! ...read more.


A standardised and undifferentiated strategy is more desirable if the ultimate aim is a consistent and strong product image across geographic markets. In the case of Coca Cola, they have achieved the most recognisable brand worldwide; the brand and reputation of the company is now being used to increase their differential competitive advantage in foreign markets. Reduced costs by amalgamating production activities through economies of scale, access to finance, labour and raw materials give a company a considerable cost advantage over competitors, making a standardised strategy again advisable. Therefore, to some extent Coca Cola have adopted an expansionist, and undifferentiated marketing strategy; production methods, technology, packaging and the brand are standardised worldwide. Coca Cola do, however, make slight local adaptations to meet the customers differing needs in various regions. The secret Coca Cola concentrate is diluted by varying amounts according to customer tastes worldwide. The advertising used to promote the brand and image is also adapted by changing the language and content, as well as the promotional medium depending on the country in question. Despite these necessary variations, Coca Cola successfully maintain a consistent international brand image that has proved successful for many years. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. I have been asked to produce a marketing strategy for an existing or new ...

    This would not be in their best interests as they have a niche market at the moment, which they would lose if they had a pricing strategy to this. Target profit pricing This involves using a breakeven analysis, which shows total costs and total revenues at different volumes of sales.

  2. Produce a marketing strategy for a new or existing product

    are interested in; this is why I have decided to compare this with Marie Claire in order to improve Cosmopolitan and to widen their gap between Marie Claire their closest rival. Marie Claire has also set their front cover in exactly the same way as Cosmopolitan but with different headings and issues.

  1. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    It is a middle ground between market and product orientation. Product orientation can be successful in uncompetitive markets (i.e. monopolies), but market orientation is much more common as it focuses on the customer. Market orientation is becoming more important for business due to increased competition, shorter product life cycles, more

  2. British Airways - Product strategy

    combination of them, indented to identify the good or services of one seller or group of sellers and to differentiate from the competitors (The American Marketing Association). British Airways brand is the safeness, the assurance, the confidence, the luxury, the comfortableness that the brand has built in the years.

  1. Marketing Thorpe Park and London Dungeons.

    are only too happy to help with the following: * Height Check For smaller guests, a one-time height check is available. * Parent Swap If your children are under the height restriction but you still want to ride, try Parent Swap, where one parent queues on behalf of both.

  2. Factors that have influenced the development of the UK leisure and recreation.

    Traditional pursuits like walking, wildlife, bird watching and riding, the countryside is also the place to go for: - * Climbing hills, mountains, cliffs and rocks * Orienteering, trekking, mountain biking and survival games in the wilder areas like fells and moors * Water sports and boating on lakes, rivers

  1. creating a marketing proposal

    There are many ways to attract new customers to your business, by Advertising the product the people getting to know about your new existing, if people don't know where you are and what you do, they can't buy from you.

  2. Marketing research - To decide which products and services will be available in my ...

    customers live in Chapeltown, 12% of my customers live in Horsforth, 8% of my customers live in Beeston, 8% of my customers live in Pudsey, 8% of my customers live in Westpark, 4% of my customers live in Adel and 4% of my customers live in Seacroft.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work