Strategy of Coca Cola for Internationalization and Impact of Globalization

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INTERNATIONAL BUSINESS
PROJECT 1

Executive Summary
In the report the strategy which is being used by Coca Cola for internationalization will
be discussed. Coca Cola has been deemed as the world’s number one soft drink. It has
been analyzed that company is going to expand their market in Malaysia. In this firm is
making use of integrative/responsive approach in order to establish their market share.
In the report, the impact of globalization on Coca Cola will also be discussed. It has
been analyzed that in order to expand market internationally the company will also face
various challenges. In order to expand firm needs to have deep knowledge about the
technology, trends and needs, demands of consumers. They also need to analyze the
cultural aspects of the country in which Coca Cola is going to expand. Firm also have to
gain knowledge about the trade policies which is existing in region which they are
planning to expand.
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TABLE OF CONTENTS
NO DESCRIPTION PAGE NUMBER
1 LIST OF TABLES 3
2 Executive summary 2
3 1.0 Introduction 4
1.1 Literature review
1.2 Entry Modes
1.3 Foreign direct investment (FDI)
1.3.1 Foreign Exchange rate (FX)
1.4 Joint Venture
1.5 Political Influences
1.6 Economic Influences
1.7 Socio-Cultural Influences
1.8 Technological Influences
1.9 Market analysis
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4 3.1 Global Strategy of COCA-COLA
3.2 Competitor Analysis
3.3 Risks and opportunities involved
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5 4.1 Discussion and analysis 13
6 5.1 Recommendation 14
7 6.1 Conclusion 15
8 REFRENCES 16
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1.0 Introduction
International marketing can be defined as that process which can be used by business
to promote their products internationally. This supports business in establishing their
market in global areas. Present report will lay emphasis on Coca Cola. It is a soft drink
company that has been started on 8 May, 1896. Firm has been headquartered in United
States. Present report will lay emphasis on the potential risk which is being involved in
expanding to foreign market. It will also analyze the factors that can affect the growth of
business. Report will also highlight the opportunities that can be explored by Coca Cola
while expanding in international market. (Business Credit 2016).
1.1 Literature review:
As per the view of Bartlett, C., S. Ghoshal, and P. Beamish (2018) the integrative
responsive framework can be used by various organizations so that they can expand
market in global areas. This approach can also support Coca Cola to help and analyse
the needs of local market. Company can become responsive of demands of local
market needs. This can help firm in creating loyalty and also it supports firm in growing
and achieving their needs and objectives. To expand globally Coca Cola also needs to
enhance their technology and must get involved in standardization of products. There
are various approaches which is also being included in IR framework and that can be
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