FINAL ACCESSMENT Module: GLOBAL MARKETING Code: MKT3040 AS2 - Investigative Report

FINAL ACCESSMENT
Module: GLOBAL MARKETING
Code: MKT3040
AS2 – Investigative Report
Ho Chi Minh City, November 2021
EXECUTIVE SUMMARY
The investigative research examines and assesses Coca-Cola, a prominent beverage
companyentry ,'s into the developing Brazilian market. It begins by providing an
overview of Coca-Cola and its aim to expand internationally. There are several reasons
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Student: NGUYEN PHAM KY NAM
Student ID: 1705025031
Northampton Student ID: 22403585
Cohort: K57NO
Semester: I
Academic year: 2021-2022
Headteacher: Ho Thi Hai Thuy
Submission date: 22 December 2021
Student’s signature:
FOR EXAMINERS ONLY
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and factors that led Coca-Cola to select Brazil as the primary site for its worldwide
development strategy.
The paper also analyzes internal and external variables that influence Coca-decision
Cola's to grow into Mexico and Brazil. Brazil's market offers more cultural benefits and
lesser political risk than Mexico's market. However, as the world's largest beverage
corporation, Coca-Cola must recognize the commercial potential in Brazil, which makes
Brazil a fantastic target for Coca-worldwide Cola's growth strategy.
The paper includes a discussion of Coca-one Cola's strategy of entering Brazil:
hierarchical entry mode (acquisition).
The final portion of the research discusses Coca-probable Cola's marketing plan for its
largest overseas market, Brazil.
Table of Contents
1. INTRODUCTION OF THE COMPANY....................................................................................................4
1.1. General information..........................................................................................................................4
1.2. Globalization....................................................................................................................................4
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2. INTERNATIONAL MARKET SELECTION.................................................................................................4
2.1. Market selection criteria...................................................................................................................4
2.2. Comparison of Market Mexico and market Brazil............................................................................6
2.3. Evaluations of market Mexico and market Brazil.............................................................................8
3. MARKET ENTRY MODE IN BRAZIL.......................................................................................................8
3.1. Factors affecting mode of entry selection.........................................................................................8
3.1.1 Internal Factors...........................................................................................................................8
3.1.2 External Factors..........................................................................................................................8
3.1.3 Desired Mode Characteristic......................................................................................................9
3.2. Mode of entry applied.......................................................................................................................9
4. INTERNATIONAL MARKETING STRATEGIES.........................................................................................9
REFERENCES...........................................................................................................................................9
1. INTRODUCTION OF THE COMPANY
1.1. General information
The Coca-Cola Company, founded in 1892, is primarily engaged in the manufacturing
and marketing of syrup and concentrate for Coca-Cola, a sweetened carbonated beverage
that has become a cultural institution in the United States and a global emblem of
American taste. The company creates and sells a variety of beverages, including soft
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drinks and citrus beverages. Coca-Cola, the world's largest beverage manufacturer and
distributor, is also one of the largest American companies, with over 2,800 products
marketed in over 200 countries. The headquarters are located in Atlanta, Georgia.
Their drinks are now eaten in more than 200 nations worldwide. The Coca-Cola
Company employs more than 700,000 people worldwide through its 225+ bottling
partners (The Coca-Cola Company | More Than a Beverage Company, 2021).
1.2. Globalization
The Coca-Cola Company began developing its global network in the 1920s. Coca-Cola,
the world's largest beverage manufacturer, has successfully implemented a simple
formula on a global scale: a billion refreshment moments every day at an affordable price
in more than 200 countries. In other words, Coke and its network of bottlers constitute
the world's most advanced and broadly spread distribution system. The system is
primarily focused on Coca-Cola and Diet Coke, as well as Sprite and other Company
products.
Coca-Cola has brought delight to thirsty people worldwide, from Boston to Beijing, more
than any other consumer product. Coca-Cola has offered a moment of pure delight to
hundreds of millions of people across the world every day for the last 125 years. Coca-
supremacy Cola's as the world's most popular soft drink continues to grow. Every day,
Coca-Cola provides consumers with a unique taste of refreshment. Over the course of
more than a century of development, Coca-Cola has been a persistent symbol of superior
refreshment (The Chronicle of Coca-Cola: A Global Business, 2021).
2. INTERNATIONAL MARKET SELECTION
There are numerous countries in which LSEs have established business, and they must
decide where to sell new products. Due to current operations, it is easier for LSEs to
obtain product-specific data in the form of primary information rather than secondary
databases.. LSEs will be able to be more proactive as a result of this. A more proactive
IMS approach, arranged in a methodical and step-by-step examination, might be a
gratifying manner for small businesses to choose markets. (Hollensen, 2012)
2.1. Market selection criteria
When a firm is seeking to enter a new market, knowing what they want is crucial. While
expanding, a company should focus on how to invest money in new markets. By
precisely outlining the main criteria, the organization may better plan for the future and
maximize income and expenditure sources as well as marketing strategy.
When a corporation aims to attract a given demographic, it does not exclude everyone.
Markets that are more likely to buy from you may be targeted with marketing money and
brand messages. In this way, you may attract new clients and generate money at a lower
cost. If you're attempting to reach a specific demographic, you don't exclude everyone.
With targeted marketing, You may target a certain market with your marketing budget
and brand messaging. This is the simplest and most cost-effective method available
(Inc.com, 2021).
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