International Market Analysis

Running head: INTERNATIONAL MARKET ANALYSIS
INTERNATIONAL MARKET ANALYSIS
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Introduction
Coca Cola company is a multinational corporation of American origin which
manufactures beverages. The company is also a retailer, manufacturer and the marketer of
various non-alcoholic beverages, syrups and concentrates. Coca-Cola company is mainly
known in the market for the flagship product Coca-Cola which was invented in the year 1886.
The headquarter of the company is located in Georgia, United States. The organization
currently supplies its products to the different countries all over the world. The total
worldwide revenues that have been earned by the company in the year 2017 has amounted to
35.410 billion US Dollars (Coca Cola.com 2018). The company also has an employee base of
more than 60,000 members. The various brands that are manufactured and supplied under the
brand of Coca Cola include, Healthy beverages, Green tea, Glaceau, Huiyuan Juice, Holiday
can, Coke Mini can and many more. The organization provides sponsorships to various
events which include, sports, theme parks and television programs. The company has been
successful in growing at a rapid pace with the help of the different brands that are offered to
the consumers (Coca Cola.com 2018).
The essay will be based on the analysis of the international strategy that has been
implemented by Coca-Cola in the various international markets. Coca-Cola has been hugely
successful in its international ventures and has become the first organization to register sales
of 1 billion Euros in the year 2017.
International strategy adopted by Coca Cola company
The international strategy of Coca Cola company can be analysed based on the IR
framework. The constantly growing market of the organization is based on the technologies,
the knowledge and the integration of the market in which it operates. The organizations need
to face huge challenges when they move from their home country to a new region on an

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international basis. Coca Cola had been invented in the year 1886 in Atlanta Georgia. The
major reasons that have led to the global ventures of the company are based on distribution,
cheap labour, transportation, increase in the disposable income and cultural convergence. The
organization has been making huge investments in the emerging markets of the world which
is a major part of its international strategy (Perri and Peruffo 2016).
The companies plan their global operations normally when the domestic markets
become saturated in nature. The better means of communication and faster modes of transport
have further led to huge globalisation and the world has become a global village within a
short period of time. The global marketing process is based on two different strategies which
include, standardization and adoption. Coca Cola is also well aware about the requirement of
a perfect strategy related to global marketing. The organization has its operations in more
than 200 countries and has become a famous brand in the world. The standardisation strategy
was applied by Coke in the year 1996 and the company was quite rigid about this decision
(Cortina, Köhler and Nielsen 2015). The company made a decision of taking the same of
Coca Cola in the different countries of its operations. The of the company had been “think
global, act global” and the labels and standards of the products of Coca Cola remained the
same throughout the world. The strategy had proven to be successful for the operations of the
company in different countries. The company was able to earn 67% of the revenues and
around 77% of total revenues in its operations outside North America. However, this strategy
had been quite successful for the increase of revenues of the company in Asia due to the
currency crisis related issues (Cavusgil et al. 2014). The strategy was changed by the CEO
after Coca Cola company faced losses due to its implementation in the countries of Asia. A
new strategy was implemented by the management of Coca Cola in the year 2002. The local
marketers of various areas were guided by the marketers present in the head office. The new
strategy was not as rigid as the previous one and it was a customised form of the actual

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strategy that had been formulated by the Coca Cola company previously. The marketing mix
of the company went through little changes and corn syrup was used in the beverages instead
of sugar syrup in some of the countries (Singh 2016). This strategy has proved to be
successful for Coca Cola company as compared to the previous ways. The branding of Coke
was maintained, however, the products, the prices, the placement and the promotional
activities were customised according to the needs of the local consumers.
Coca Cola is the largest beverage manufacturing company in the world. The company
has used various processes of decision-making based on the needs of the individual markets.
However, the global strategy of the brand has remained the same with the help of
collaborative practices. Coca Cola has been one of the most active global companies in the
world and has acquired 80% of the total market in its operations outside US. The organization
has thereby proved to become the most experienced in tackling various emerging markets
where it operates (Kolk 2016).
Coca Cola has made many changes in its international strategies during the course of
its operations. The company has always been successful in adapting itself to the changes that
take place in the external environment in which Coca Cola operates. The five major strategic
actions that have been taken by the company in the various years of its operations are as
follows,
 The countries or the nations where the organization operates plays a major role
in its operations. The incentives of the employees and the strategies of
marketing of the company are aligned according to the needs of the
employees. The marketing mix of the company has been totally different in
developed countries has been different from that applied in the developing