International Marketing: Coca-Cola Analysis

This report provides a detailed analysis of Coca-Cola's international marketing strategies. It examines the standardization of the marketing mix across different countries like the UK, India, and the USA, focusing on product, price, place, promotion, process, people, and physical evidence. The report also explores the internationalization process theory used by Coca-Cola, particularly the exporting method, and briefly touches on other methods like franchising, licensing, and partnerships. The conclusion emphasizes Coca-Cola's focus on adapting its products to meet local market demands while maintaining a consistent brand image globally. The report includes a comprehensive list of references.

International Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
STEP 2.............................................................................................................................................3
01. Critical analysis of the Marketing mix of the Coca Cola is standardised or not...................3
02. Internationalisation process theory of the Coca Cola...........................................................7
CONCLUSION................................................................................................................................7

INTRODUCTION
International markets are having huge opportunities which can used by a company to
increase their revenues (Terpstra, Foley and Sarathy, 2012). Organisations which are working in
the international markets are having a huge scope to deliver their products and services. So it is
essential or them to use effective marketing strategies by which they can promote their products
and services in their targeted markets. Coca cola is an international brand which is working in
the almost all countries. So it is essential or the company to make their products as per the
demands of the customers in each and every country. This report is having an analysis marketing
mix and internationalisation process theory used by Coca cola to enter in a new market.
STEP 2
01. Critical analysis of the Marketing mix of the Coca Cola is standardised or not
Coca cola is an international brand and they are working in all of the countries. So they
are using appropriate marketing and promotional strategies which help them to sale out their
products in the targeted market which help them to attain their objectives (Sullivan Mort and
Weerawardena, 2006). As they are working on the international level so it is essential for them to
use proper marketing mix according to the markets. A comparison is given under here on the
basis of marketing mix to prove that their marketing mix is standardised or not:
Marketing mix UK INDIA USA
1 Products In UK Coca Cola is
working in the soft
drinks but here they
are providing, soft
drink as per the taste
of the targeted
Most of the people
living in the India use
it occasionally so it is
essential for the
company to provide
them a better taste.
Most of the American
people wants a hard
soft drink so company
has increase the level
CO2 in it and as well
as they has increase

customers (Bergkvist
and Rossiter, 2007).
Most of the people
wants hard taste in the
drink so company is
providing them the
same.
Most of the Indians
more sugar in as
compare to other
countries so they have
increase more sugar in
the ingredients.
the volume of caffeine
which provides an
addiction to it's users.
2 Price As the Coca Cola is
working in all over the
UK so it is essential
for the UK to use
appropriate pricing
strategies. They are
using premium pricing
strategies in the UK
which help them to
sale out their products
in the market. They
are well established
brand in the UK so
they are using an
appropriate strategy
according to the
company's image.
India is a developing
country and they are
having different types
of problems in their
economy (Cateora,
2008). So company
has made an analysis
of the targeted
customers and market
competitors. Currently
company is using
economical pricing
strategy in the India
which help them to
provide their products
on those prices which
a customer can bear in
the target market.
As the company is
having an old brand
image in the USA so
here also they are
using premium pricing
which helps them to be
a brand in the market.
3 Place Company is providing
their products from
online sales and as
well as they are
providing their soft
In India company has
covered their market
by their selling agent
which makes a
relationship with those
Coca cola has focused
to provide proper
convenience to the
customers in the
America so they has

drink bottles from the
super markets and
grocery stores.
grocery merchandiser
and shopkeepers
which are having an
appropriate customer
database (Chandra,
Styles and Wilkinson,
2012). As well as they
have make sales
relationship with the
restaurants and motels
to sale out their
products by their
counters.
used those types of
stores to sale out their
products which are
easy to reach for their
targeted customers.
4 Promotion To promote their
products in the UK,
they are using modern
marketing and
promotional tools, and
now they are using
social media
promotions which help
them to promote their
produce and to reduce
the market rivalries.
They are using print
and electronic media
to promote and
advertise their
products in the local
market (Chen, 2008)
They are also using
social media which
help them to make
more followers by
which they can make
communication with
them.
Social media
marketing is
effectively used by the
Coca cola in the USA
which makes them
more effective in the
market.
5 Process They are using an
standardised process to
make their cold drinks
in to keep a regular
Company is also
using the same
standard process in the
India, they have their
They are providing the
same taste in the USA
which is helps them to
keep the taste to retain

taste in the drinks. own manufacturing
plant in India to
provide a standard
taste to them.
their customers.
6 People Most of the employees
are locales in to the
company which help
them to communicate
with the customers and
as well as it help to
them to make proper
internal
communication.
Coca cola is a foreign
company in the India
so it I essential for
them to make
connection with the
Indian customers. So
they has recruited
locales in the
company.
They has use
Americans in the
organisation to
provide a proper taste
to the customers as
they want. As well as
it help to them to make
a proper
communication with
them.
7 Physical evidence They are having their
own outlet in the UK
which help them to
sale out their products
and as well as to
attract more
customers.
They are focusing on
the product packaging
so they are making
random changes in the
product packaging and
as well as in the
designs also.
They are using their
brand name which is
effective to sale out
their products (Doole
and Lowe, 2008). As
well as they are having
tie ups with the
McDonald and other
restaurant which help
them to sale out their
products.
As the above provide comparison on the company on different countries help to analyse
that company is having their focus to provide their products according to the market conditions.
The organisation is using international marketing mix which help them to make their products as

their customers wants and as well as it help them to make a decision on the promotions, prices
and place to sale out their products in the market.
The company is using extended marketing mix which helps them to make decisions on
the price, place and promotions. They are using standardised marketing mix in over the world to
make their products and sale their products. As the above given comparison has give a detail
about the marketing mix in different countries in which company is performing very well but
they are using this to make their products, promotion, place and pricing as per the requirement of
the targeted customers.
02. Internationalisation process theory of the Coca Cola
Internationalisation process theory is related to the expansion of the business with the
minimising risk and maximising profits (Sousa and Filipe Lages, 2011). As the company has a
large structure in each and every country to manufacture and sale out their products, so it is
essential for them to use effective internationalisation method which help them to reduce the risk
of the investments. So they have used exporting method to increase their business in those
countries where they are not working. According to the exporting method, company has to take
permission with the government to sale their products in the country. After it they can export
their products in that particular country and make their trade. It help them to analyse the
demands and changes in the products to increase the effectiveness of their products to the
customers. It has a lesser investment as compare to the other internationalisation methods. So
company has used this internationalisation process to enter in a new market. There are many
more internationalisation methods which are franchisee, partnership, licensing which are used
many companies to increase their scope and enter in to the international market.
Franchisee: They can make a franchisee to a company which are interested to make a deal with
them (Soares, Farhangmehr and Shoham, 2007). According to this they have to provide a basic
structure to the franchisee company to sale their products.
Licensing: They can give a license to a company which is working in the same sector. They can
make an agreement on the profit sharing.
Partnership: They can make a partner in those market where they want to explore their business.
So all of these methods are not appropriate methods to business expansion cause
company wants to provide an original taste of the cold drink.

CONCLUSION
The above presented report has been concluded about the international marketing of the Coca
cola which is a world wide brand. They are using marketing mix in each and every country to
provide their products as per the needs, demands and expectations of the customers. The above
presented comparison has been concluded the company has a focus on to provide better products
according to the target market which is possible by the appropriate use of internationalisation
strategies to expand their business.

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