QUESTIONS1 Coca Cola is leading manufacturer as well as marketer of the soft drinks. It is the famous owner as well as manager of the international brands. The largest beverage organisation has delegated main decision taking to individual marketplaces. However, it keepstheinternationalbrandstrategythroughoutcollaborativeapproaches.The mission of Coca Cola is to encourage the moment of cheerfulness along with happiness throughout the functions as well as brands. Other mission is to make values as well as create differentiation. It started with the locally established position and after that, it was expand at international level.It is a great manner to access international branding as well as positioning challenges (Bregg, et. al, 2018). Coca Cola has outstanding geographic occurrence. The market development strategy of Coca Cola was commences by taking various geographical areas and targeted section into consideration. The international brandinggrows as an organisation enters in the new nations or extends the products offering within the current nation. The "One Brand"strategy of company expands theinternational equities along with iconic appeal ofuniqueCocaColathroughatrademark(Sheth,2017).Itentersin theglobalcampaign,whichmakesuseofuniversalstorytellingaswellasdaily moments to relate with consumer everywhere in the world. The Coca Cola is succeed in balancinginternationalintegrationaswellasnationaldifferentiation.Ithasbeen successful at the internal level. The main reason is that it adopts domestic approaches. Thecontrollingfunctioninthecompanyismadebytheintervallicreviewofthe performance of administrative people as well as salesperson. Apart from this,the leadership at the company has faith in the democratic along with laissez faire policy to leadthat is essential to run the business. The organizing function identifies that the workers with similar assistances as well as common works are assembled together. It is also capable to render according to the demand of the local individuals. In addition, Coca-Colafollowsthestandardisationapproachtomakeaswellassellthe standardised products at the international level. The organisation adopts the approach in which, the business is not affected by the field of sales. For globalising, it also made the position of Chief Learning Officer, who would be liable for the international growth of an organisation. It acquires skills of human being and also makes focus on exploiting the knowledge based available sources in the entity (Gillespie, 2015). The use of a differentiation strategy is where the firm attempts to be diverse from its competitors by adding something to its product that will provide a unique value to its customers The use of a differentiation strategy is where the firm attempts to be diverse from its competitors by adding something to its product that will provide a unique value to its customers The use of a differentiation strategy is where the firm attempts to be diverse from its competitors by adding something to its product that will provide a unique value to its customers. The use of a differentiation strategy is where the firm attempts to be diverse from its competitors by adding something to its product that will provide a
QUESTIONS2 unique value to its customers. Differentiation for Coca-Cola is achieved through perceived superior quality product, which surpasses their nearest rivals, and high brand image and recognition. Moreover, Coca Cola Company uses diversification strategy. The strategic marketing plan of Coca Cola makes utilisation of various analytical models, which is helpful to create the tactical opinion the operations related to business. The national differentiation is attained by Coca Cola by it higher or best quality of the products that outshine on the products of competitors. Coca cola uses different packaging. In addition, it also uses different promotional strategies in term of the differentiation. For instance, the bottle of Coca Cola is considered as globally identified sign. The decision related to revitalisation of contoured bottle designing was first international marketing significance of Coca Cola. It follows the method of utilisation of resources in a way that cannot be used by other competitors. It also uses different premium pricing strategy in the marketplaces according to the financial conditions. It can see that it has special position in the cost leadership quadrant (Gertner and Rifkin, 2018). In this way, it can say that theCoca Colaorganisation has always taken seriously the commitments to marketplace sensibly, in all the nations as well as across the marketing media (Sharman, et. al, 2019). The international marketplace presence grows as well as becomesverycloselyinterrelated.Henceforth,prudentlyadheringtothespecific positioningis both international integration as well as national differentiation. It is helpful in maintaining the uniformity in the various international marketplaces. Coca Cola Company has shared understanding of using the primary customer insights at each stage in a procedure. It also understands that which aspect of branding stage was non- negotiable. The expectation for the performance was simply described as well as shared on the international basis. The strategic partnership with a single advertising policy of the company allows the steady, seamless performance everywhere in the world.
QUESTIONS3 References Bragg, M.A., Roberto, C.A., Harris, J.L., Brownell, K.D. and Elbel, B. (2018) Marketing food and beverages to youth through sports.Journal of Adolescent Health,62(1), pp.5- 13. Gertner, D. and Rifkin, L. (2018) Coca‐Cola and the Fight against the Global Obesity Epidemic.Thunderbird International Business Review,60(2), pp.161-173. Gillespie, K. (2015)Global marketing. New York: Routledge. Sharman, A., Larkin, J., Fernandez, I. and Esteves, G. (2019) The Diversification of Coca-Cola:Globalization&StrategicFit.JournalforGlobalBusinessand Community,10(1). Sheth,J.(2017)Revitalizingrelationshipmarketing.JournalofServices Marketing,31(1), pp.6-10.