Globalisation and the Coca-Cola Company Essay

Today, Coca- dumbbell is one of most well- cognise(a) shops in the globe. This company has continued to gain momentum and growth, capitalizing on the rapidly expanding crapulence industry and ranking as the largest beverage company in the world. With its push for international market share, Coca-Cola now operates in over cc countries with over 84,000 suppliers. Currently, over 70% of Coca Colas bloodline 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 mark business.However, the road to success has not always been clear for Coca-Cola. Many countries keep up banned the use of Coca-Cola harvests, claiming that these products are threatening public health and aver obesity. Many labor practice suits sop up been filed against the mega beverage company with accusations of infant labor sweatshops and discrimination in providing health care benefits to workers. In addition, the beve rage industry has been flooded with competitors introducing new soft drink products, such as Pepsi, on with soft drink alternatives, such as Gatorade, bottled water, fruit juice, and animation drinks. Coca-Cola has faced the challenge by introducing new beverage marques including Sprite, Fanta, Minute Maid, exactly Orange, Fresca, Vitamin Water, Smart Water, Odwalla, and Powerade.In light of the obstacles Coca-Cola has overcome, the company has remained true to its commitment to admit quality, refreshing, and satisfying products to consumers. In order to ensure each product tastes the identical(p) across the globe, Coca-Cola continues to keep the beverage recipes secret with tightly controlled manufacturing facilities. CocaCola has never broken sight of its goal to be the beat out beverage company in the world. Now, let us consequence a closer look at Coca Colas journey to world-wideization. Coca-Colas Journey to globalizationFounded back in the 1880s, Coca-Cola was develo ped by John Pemberton as an American iconic brand known for high quality and consistency. During this period in history, storekeepers filmed pre-packaged products with brand name recognition. Coca-Cola met these demands with its iconic red and white logo and brand marketing 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 early 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 proved to be successful, reducing shipping and delivery costs natural in these regions. Soon after, additional bottling plants opened in Hawaii, Puerto Rico, and the Philippines. These efforts launched Coca-Colas Saylor universal resource locator www.saylor.org/bus2082.5.6The Saylor Foundation investment in testing outside markets for future expanding upon opportunities. By 1926, CocaCola had established foreign relationships and plants nearly the world in support of its newly created center of global operations.Coca-Cola continued on its path of chain reactor production and rapid expansion for the next several decades. Local branches along with local partnerships to produce and distribute the feeling Coca-Cola products were established passim the world. The conclusion of orb War II and the Cold War marked the signature period in which Coca-Cola had established itself as a true global corporation 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 across the globe global marketing strategies, product specialization, and technology.Global Marketing StrategiesCoca-Colas marketing strategies contend a meaning(a) role in successfully globalizing the company. The companys popular advertising slogans andcatchy jingles played into the wagon and minds of people around the world. Some of the most remembered 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 hope and love produced by a group of multicultural teenagers on top of a hill. This commercial went down in history as one of the most well-known commercials of all time.In addition to Coca-Colas advertising efforts, Coca-Cola became the first commercial sponsor of the Olympic Games in capital of The Netherlands in 1928. Coca-Cola continues to be an Olympic Games sponsor today. Coca-Cola has also sponsored many other sporting casings such as the International Federation of Association football game (FIFA), theme Hockey League (NHL), National Basketball Association (NBA ), National Football Association (NFL), Major League Baseball (MLB), NASCAR, and Cricket World Cup. Saylor uniform resource locator www.saylor.org/bus2082.5.6Product DifferentiationAnother key factor that has support Coca Colas globalization vision is the companys ability to customize the product to meet the needs and wants of individual markets. For example, Coca-Cola has been commensurate to tailor its product line to meet the needs of the younger consumer by offering Powerade and flavored Coke products, such as Cherry Coke and vanilla extract 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 pliable the Coca-Cola product i s to various market segments. Functional advancement has been used to collapse the products available in different sizes and forms, including glass and plastic bottles, aluminum cans, and font drink dispensers. The company considers various shapes and sizes of the bottles and cans to ensure easy stacking and vending weapon dispensing. To promote the companys commitment to environmental sustainability, all packaging materials are designed to be recyclable and labeled accordingly for easy consumer identification.TechnologyTechnology advances contributed to Coca-Colas ability to globalize rapidly throughout the 20th century. Product battery-acid became more efficient and cost in effect(p) with the development of bigger and faster semi-trucks, cargo ships, jet aircraft, and trains. Coca-Cola was able to compensate and ship products quicker and farther to market segments that were unreachable before these transportation improvements.In addition, technology advances became the driv ing force behind the ease and repair at which information was available. Distributors and warehouses were able to more accurately track catalogue levels and fill order shipments, resulting in lower overall operating costs. computerization also led to slashed product costs and improved efficiencies. Computerized and automate manufacturing equipment increased the speed and volume in which products were produced. These technological advances enabled Coca Cola to compete 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. tour 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 FoundationFounded in 1880, Coca-Cola began its journey towa rd becoming the worlds best and largest beverage company. Coca-Colas American iconic logo, brand recognition, convenient packaging, and reconciled product manufacturing became the foundation for the companys plan to expand globally. A pioneer 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 Comp any (2012). Wikinvest. Retrieved December 11, 2012. http//www.wikinvest.com/stock/Coca-Cola_Company_(KO)