17261. COCA-COLA'S INTERNATIONAL MARKETING STRATEGY. This paper provides a case analysis and evaluation of Coca-Cola Company’s strategy for entering overseas markets. The analysis considers the extent to which the company has followed a standardized path in entering new markets and marketing its products across different national markets and the extent to which the company has adopted different strategies for different markets. Strategic variations in distribution, advertising, product mix, product development and product positioning are considered. The strategy and/or strategies that Coca-Cola has adopted are evaluated in terms of criteria such as product transportability, the transferability of competitive advantage, inter-firm transferability of resources and the need to adapt to local market conditions MLA Style. 16 pages, 68 footnotes, 39 bibliographic sources. RELATED PAPERS Cola Wars Continue, Coke and Pepsi in 2006 Harvard Case Solution Strategic Leadership at Coca Cola The Real Thing Case solution Coke Versus Pepsi on the Web Term paper
TAGS: Coke Coca Cola Company globalization international marketing strategy market entry product development product positioning advertising soft drink competition, competitive analysis.