International Marketing - Coca-Cola

Added on - 21 Feb 2021

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International Marketing
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION...........................................................................................................................2MAIN BODY...................................................................................................................................2P5 Key arguments on global vs local marketing.........................................................................2P6 Demonstrate how product, place price or promotion are used by the different organization3M3 Context and circumstances in which anorganisation should adopt a global or local approach.................................................................5M4 Determine and articulate in detail how to adapt themarketing mix of a selected organisation...................................................................................5D2 Produce critical evaluation of how the marketing mixis applied to a range of international contexts............................................................................5P7 Different international marketing approaches used by the company.....................................6M5 Evaluate various marketing approaches andcompetitor analysis in relation to an organisation......................................................................7D3 Recommendations on how organisations shouldbe structured to maximise the opportunity..................................................................................7CONCLUSION...............................................................................................................................9RECOMMENDATIONS...............................................................................................................10REFERENCES..............................................................................................................................11
EXECUTIVE SUMMARYThis report is clearly based on concept related to the international marketing andapproaches related to it. This report has covered concept of marketing mix of selectedorganisation “Coca-Cola” and puts out discussion on basis of marketing concept. Report hascovered concept of local vs global marketing, demonstration of price, place, promotion &product which is used by firm. Report has covered international marketing approaches andmakes recommendation in context of the same.
INTRODUCTIONInternational marketing is a practice of applying various marketing principle in thebusiness to satisfy their customer's needs, desire, wants etc. across the nation. It includes thevarious marketing activities which applied on more then one country is called global marketing.With the help of international marketing, organization can expand their business and they have toface challenges such as competition, legal restriction, government control etc. (Koh, 2015). Inthe international business environment, there are various internal as well as external factorswhich affect the productivity as well as profitability of the business. Cola cola is selectedcompany for the better understanding of this concept. It was established in 1886 in the UnitedSates by John Smith Pemberton. This report include the various topics such as argument onglobal vs local marketing and use of marketing mix strategy by different organization. Inaddition, it includes the different international approaches and orientation.MAIN BODYP5 Key arguments on global vs local marketingDebate was conducted on the topic of global vs local marketing, it includes theinnovative ideas, responsibility to server their products & services in the local or foreign market.Debate was conducted by the Lynn academic web coordinator and professors. According toRosenberg 2019, getting chance to go abroad will come with various challenges which have toface. In favour of the global marketing, people argue that international business have hugeimpact because it will provide the unique or different experience for the improvement in theirbusiness (Martínez, 2015). On the other hand, local side people argue that serve in theircommunity is our responsibility before entering in the global market. There are various pointswhere individual argue on global vs local marketing plan and it is discussed below:Organization have to pursue right stakeholders and panel agreed that, it is important to bewith right people from the beginning and listen their opinion and suggestions which helps inbuilding effective strategy for the growth. If organization wanted to expand their business acrossthe boundaries then they have to consider various things because there is no single method todone this. Business have to encounter the discussion that they are going to target local or globalmarketing. Local marketing refers to marketing in the boarder and the other hand globalmarketing have to expand their reach outside the boundaries.
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