Coca-Cola's Internationalization Strategy: A Case Study of Marketing Mix and Uppsala Model

ASSIGNMENT 2
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Table of Contents
INTRODUCTION.............................................................................................................................3
1. MARKETING MIX OF COCA COLA FOR THE INTERNATIONAL MARKETS...............................4
2. INTERNATIONALIZATION PROCESS THEORY OF THE COCA-COLA.........................................8
CONCLUSION............................................................................................................................... 10
REFERENCES................................................................................................................................ 11
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INTRODUCTION
This assignment focuses on the internationalization process and method adopted by the coca
cola. The various theory has been adopted by the company which focuses on the various
international activities (Armstrong, at al. 2015). Internationalization is the procedure which
increases the enterprises involved in the global markets. Coca-cola is the carbonated soft drink
company which has been originated in 1886, 8 May. It has been introduced by the John
Pemberton. The marketing tactics of the coca cola are very dominating in the soft drink market
of the Coca-cola. The formula of the coca cola drink has been kept a secret. Coca-cola has
adopted various strategies for expansion and diversification in the international market.
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1. MARKETING MIX OF COCA COLA FOR THE
INTERNATIONAL MARKETS
Coca-cola has the highest and good equity of the brand. The marketing mix of the coca cola
is also changing with the time as the company is focusing on the marketing strategy for the
expansion in the different markets. Following are the marketing mix of the coca cola
(Greenfield, 2016):
Product: The coca cola has the broad portfolio in the beverage and soft drink industry with
over 3300 products. The product of the company has been categorized into various ranges
like fruit drinks, fruit juices, coffee, tea, energy drinks etc. Coca-cola is being considered as
the top brand in the juice, beverages and packaged water. Coca-cola has the market
presence in more than 200 countries (Greenfield, 2016). For example, the brands of the
coca cola in India are Maaza, Fanta, Limca, Thumps up, Nimbu fresh, sprite, iced tea etc.
Coca-cola distributes and produces some of the popular brands of beverages in the world.
The wide range of its products and brands of Coca-Cola in Australia are Coke zero, sprite,
Coca-Coca life etc. Also, the ranges start from the energy drinks, sports drinks, sparkling
waters and ready to drink teas. It has also proposed the Coke Zero in the market of
Australia. Coco cola carbonated brands that are offered in the market of the Philippines, It
has founded the brand as the Coca-Cola Bottlers Philippines Inc. in 1981 and it offers the
products like a soft drink in its markets (Greenfield, 2016).
Price: The pricing of the coca cola is being done according to the geographic market and
segment and they offer various varieties of products. There is a different pricing strategy of
coca cola for each sub-brand. The market of the coke is the oligopoly market where there
are few sellers and few buyers. Thus they form a contract of the cartel for ensuring the
mutual balance of pricing among the sellers. The market of India is a kind of sensitive
market so it uses the psychological pricing for the Indian market. Similarly, Coca uses the
promotional pricing strategy and segmented pricing strategy for the market of the Australia
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