Strategic Management Case Study: Coca-Cola's International Expansion

This case study analyzes Coca-Cola's strategic management, focusing on its global branding, market development, and differentiation strategies. The company's mission to create value and encourage cheerfulness is supported by a strong geographic presence and a 'One Brand' strategy. Coca-Cola balances international integration with national differentiation by adopting domestic approaches and standardizing products at the international level. The company uses differentiation through superior quality and brand image, diversification, and various analytical models. National differentiation is achieved through product quality, packaging, and promotional strategies. Coca-Cola's commitment to the marketplace and strategic partnerships contribute to its uniformity across international markets. The company emphasizes customer insights and clear performance expectations to maintain its global market leadership. Desklib provides more case studies and solved assignments for students.

Running head: QUESTIONS 0
STRATEGIC MANAGEMENT BUSINESS
DECEMBER 18, 2019
STUDENT DETAILS:

QUESTIONS 1
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
keeps the international brand strategy throughout collaborative approaches. 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 branding grows as an organisation enters in
the new nations or extends the products offering within the current nation. The "One
Brand" strategy of company expands the international equities along with iconic appeal
of unique Coca Cola through a trademark (Sheth, 2017). It enters in
the global campaign, which makes use of universal storytelling as well as daily
moments to relate with consumer everywhere in the world. The Coca Cola is succeed in
balancing international integration as well as national differentiation. It has been
successful at the internal level. The main reason is that it adopts domestic approaches.
The controlling function in the company is made by the intervallic review of the
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
lead that 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-Cola follows the standardisation approach to make as well as sell the
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

QUESTIONS 2
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 the Coca Cola organisation 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
becomes very closely interrelated. Henceforth, prudently adhering to the specific
positioning is 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.

QUESTIONS 3
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 & Strategic Fit. Journal for Global Business and
Community, 10(1).
Sheth, J. (2017) Revitalizing relationship marketing. Journal of Services
Marketing, 31(1), pp.6-10.