Advanced Strategic Management: Industry Evolution, Global Strategy, and Future of Coca-Cola

Advanced Strategic Management
12/7/2018

Contents
Introduction......................................................................................................................................2
Question A: Industry Evolution and Managing Innovation............................................................3
First mover advantage in the smartphone industry......................................................................3
The life cycle of smartphone industry.........................................................................................3
Question B: Global Strategy............................................................................................................6
Coca-Cola gain the competitive advantage for being an American company.............................7
Coca-Cola is renowned as an owner and manager of global brands...........................................8
Marketing activity....................................................................................................................9
Coca-Cola balances global integration and national differentiation..........................................10
IR framework.........................................................................................................................10
Analysis.................................................................................................................................10
Question C: The Future.................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Introduction
The aim of the report is to apply the strategic models according to the case study wherever it is
required. The strategic model constitutes a plan or model that is related to the strategic and
designed with the motive to bring improvement in the process. Different organisations make use
of the strategy models which contribute effectively in meeting the goals. The report includes the
answers to the questions which are related to the industry evolution and managing innovation
related to the smartphone industry, global strategy that has been followed by the coca cola
company and the future coca cola which include the strategic actions that should take for their
effective business.

Question A: Industry Evolution and Managing Innovation
First mover advantage in the smartphone industry
In the present era, the industry is evolving and managing the innovation which offers an
advantage to industry. This has been found that there is a first mover advantage in the
smartphone industry. In the marketing strategy, the first mover for the industry aims with the
motive to gain the advantage by being the first in the market to establish the position. This has
been found that there was first mover advantage in the smartphone industry in the market. The
industry received the first mover advantage because of the Nokia as it introduced the 9000 Nokia
communicator in the year 1996 which was the first real smartphone equipped with specific
features (Baguley, 2013). The advantages gained because of the improved internet connectivity
and the clients for the internet and non-internet communication services. The industry was able
to gain the competitive advantage because of the features that were inbuilt in the phone which
include e-mail, web browsing, fax, spreadsheets and word processing into the single device that
is pocketable. The technology has been used by companies like Nokia and Samsung to bring the
effective features and android version to the customers. The advantage related to the industry has
offered assistance to the companies to expand their business in different countries.
The life cycle of the smartphone industry
The life cycle is the series of stages from the birth or the incorporation stage, its initial growth
stage and its stage of expansion in which the business moves to the new market, mature
operation stage and ends eventually at the decline as the consumer interest in its products reduce
which affect the sales of the products. The life cycle of the smartphone industry is at the maturity