A Case Study: How Globalisation Drives Coca-Cola's Business Success

This report is a comprehensive analysis of how Coca-Cola leverages globalisation to drive its business success. The report begins with an introduction outlining the research aim, rationale, questions, and objectives, followed by an overview of the research's significance. Chapter 2 provides a detailed literature review, exploring the concepts of globalisation and its impact on businesses, specifically focusing on Coca-Cola's strategies. Chapter 3 outlines the research methodology, including the research philosophy, approach, strategy, and specific techniques used for data collection and analysis, including ethical considerations and limitations. Chapters 4 and 5 present the findings and discussion of the data, interpreting the results in the context of the research questions. The report concludes with recommendations for Coca-Cola to manage its success at an international level, implications for future research, and a comprehensive list of references.

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................1
1.1 Research Aim and Rationale............................................................................................1
1.2 Research Questions..........................................................................................................1
1.3 Research Objectives.........................................................................................................2
1.4 Significance of the Research............................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
2.1 Introduction of Literature Review....................................................................................3
2.2 Main Body........................................................................................................................3
2.3 Conclusion of Literature Review .....................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
3.1 Research Philosophy........................................................................................................7
3.2 Research Approach...........................................................................................................7
3.3 Research strategy..............................................................................................................8
3.4 Research Methodology ....................................................................................................8
3.5 Techniques and procedures and research instruments:....................................................9
3.6 Research sampling:...........................................................................................................9
3.6.1 Identifying Population and Research Site.....................................................................9
3.6.2 Sampling Strategy.......................................................................................................10
3.7 Ethical Implications........................................................................................................10
3.8 Research Limitations......................................................................................................10
CHAPTER FOUR: FINDINGS.....................................................................................................11
Data analysis.........................................................................................................................11
CHAPTER FIVE: DISCUSSION..................................................................................................13
Data interpretation................................................................................................................13
CHAPTER SIX: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................21
Conclusion............................................................................................................................21
Recommendations................................................................................................................22
Implications for future research............................................................................................22

REFERENCES..............................................................................................................................23

Proposed title:
“To identify way globalisation drive business success. A case study on Coca-Cola”
CHAPTER 1: INTRODUCTION
Globalisation is refer to as a process of integration as well as interaction of people,
companies and government throughout the world. This is because globalisation provide a
medium to connect two or more countries in context of trade, economical practices,
governmental affairs and many more. Globalisation has improved the way in which business
operates and ways through which it expand business practices at international level. But apart
from this it also increased the level of competition as globalisation lead organisations to earn
more by targeting large number of people and earning huge capital that further can reinvest to
improve its practices. This in turn encourage organisations to perform well by brining innovative
way to perform operations and provide services in marketplace.
The current investigation is based over Coca-Cola which is a giant manufacturer of
carbonated soft drink, it produce and then market soft drinks throughout the world with the help
of its network globally. The company is well known for its flagship product Coca-Cola which is
headquartered in Atlanta, Georgia. Coca-Cola only produce syrup concentrate which after its
manufacturing sold to several bottlers throughout the world that holds exclusive territories.
Company start its business by producing Coca-Cola drink as a medicinal beverage and now it get
acceptance throughout the world with the help of globalisation. This is because expanding its
business at international level, company become able to earn higher market-share globally which
in turn support Coca-Cola to achieve sustainability and competitive advantage within the
industry.
1.1 Research Aim and Rationale
Aim: Main aim of the research is“To identify way globalisation drive business success. A
case study on Coca-Cola”
1.2 Research Questions
 What are the basic concept of globalisation?
 What are the ways in which Coca-Cola can drive success through globalisation?
 What are impact of globalisation on business success of Coca-Cola?
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 What are the ways through which Coca-Cola can manage success at international level?
1.3 Research Objectives
 To understand the basic concept of globalisation.
 To determine the ways in which Coca-Cola can drive success through globalisation.
 To identify impact of globalisation on business success of Coca-Cola.
 To recommend ways through which Coca-Cola can manage success at international level.
1.4 Significance of the Research
Main reason behind conduction of this investigation is to identify several ways as well as
factors that supported Coca-Cola in marking its business success globally. In addition to this it
also help in determining several challenges that a company have to face while entering in global
market. Despite of this researcher will be able to enhance its knowledge regarding globalisation
and its influence over businesses which support them in further practices. This investigation can
also be used for academical purpose which help in providing more information to students
regarding their study. They will be able to develop their understanding regarding the concept of
globalisation and ways through which companies expand their business with the help of
globalisation by getting a real life example of Coca-Cola.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of Literature Review
Literature Review is a scholarly paper which analyses the current knowledge as well as
theoretical and methodological contributions towards the particular topic. It surveys various
books, journals and other relevant sources towards the particular area of research. It provides
framework in providing summary. Classifications, comparisons and evaluation of the particular
research topic. Literature review under this research is based on the topic of concept of
globalisation and how Coca Cola can drive success through it. It will also consider authors view
on identifying the impact of globalisation on the business success of Coca Cola and recommend
the ways through which success can be managed at the international level.
2.2 Main Body
The basic concept of globalisation.
As per the views of John Williamson, (2019) Globalisation is defined as the integration
and interaction among the individuals, companies and government worldwide. It led to the free
movement of people, goods and services across the globe, thereby enhancing the economy of the
nation. It has resulted in the enhancement of the Foreign Direct Investment and contributing
towards making an integrated market. Moreover with the increasing trend of Globalisation
social, political, legal and cultural boundaries have abolished or become blurred due to the
increase movement of individuals which led to faster communications and transactions. In
simple words it has created relationship among the various countries which assist them towards
the expansion and growth of the business. Apart from this it enhances standard of living of the
individuals by providing them goods and services which are easily affordable and accessible to
them. Moreover with the increasing trend of globalisation competition among the countries have
increased which encourages them to adopt to modern and recent technology in order to sustain in
this competitive business environment. This led to the technological advancements all across the
globe and assist in the growth of the nation. Along with this it has contributed to reduce the
employment rate as by increasing the various job opportunities for the individuals and reduced
poverty through out the globe. and enhance the GDP of the country and assist ion the growth
around the globe. However company needs to identify their potential strengths and weaknesses
so as to face various challenges of globalisation and effectively frame the strategies to capture
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the larger market share. Thus, globalisation leads to success and growth of company by
maximising their profits by using resources effectively (Santoro, 2015).
The ways in which Coca-Cola can drive success through globalisation.
There are various opportunities for companies to globalise their market for attaining the
maximum growth and success of their business. Therefore in order to achieve success globally it
is necessary for Coca Cola to frame effective strategies in order to function business activities in
a proper manner. Moreover there are certain cultural issues which makes difficult for Coca- Cola
to expand their market. Respective company should adopt an effective strategic approach to
globalise successfully in the market. According to Mona Pearl, (2012) there are different ways
through which Coca Cola can drive success through globalisation are discussed as follows-
 Planning and Implementing the effective strategies- In order to effectively globalise
Coca Cola should formulate the effective strategies regarding expansion of business.
Respective company should develop a long term action plan which aligns the vision,
mission of the company towards identifying opportunities in the global market. By
identifying the available opportunities in the market Coca Cola should should plan
strategies and effectively implement them in providing the products of Coca Cola
globally (Salvati and Gargiulo Morelli, 2014)
 Effective Understanding of Culture- As a way to manage success through
globalisation, it is necessary for Coca Cola organisation to have proper understanding of
the different cultures prevailing in countries. While supplying products globally it is
necessary for respective company to hire manager of the respective country which is
familiar with the cultural environment of the country (Rothwell, Lee and Macko, 2018).
This assist respective company to have proper understanding of the culture and provide
the products accordingly. Moreover understanding the cultural habits will assist Coca
Cola to forecast the demand of the demand of the product, anticipate the future sales and
assist in providing products according to the customer demands.
 Identify the competitors- Before introducing the product in the new market it is
necessary for the respective company to analyse the level of competition in the particular
country. Competitive advantage assist Coca Cola to distinguish its products from its
competitors and provides a innovative offering which helps the company to capture larger
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market, hereby enhancing profitability of the company (Sparrow, Farndale and Scullion,
2013).
These are the effective ways through which Coca Cola can mange success through Globalisation
and greatly captures the market place by understanding the demands and introducing flavours to
its existing products or introducing new products will greatly help company to sustain in this
competitive business environment (Rexhepi and et. al., 2017).
The impact of globalisation on business success of Coca-Cola.
With the increasing trend of Globalisation, many companies started globalising their
products and services in order to enhance their profitability level and captures the maximum
market share. Moreover business should be conducted internationally in order to remain
competitive in market place. As per the views of Mike Myatt, (2019) Their are various impacts
of Globalisation on the business success of Coca Cola which are described as follows-
 Competition- With the increasing competition level it forces Coca Cola to provide
updated and modified offerings to their customers so as to capture larger market share.
Hence the competition can be related to a specific product, service, technology and many
more . Due to this it will lead respective company to improve their products by adopting
the latest technology and by providing high quality products at can affordable price. This
leads to increase in the sale of the respective company products and thereby enhances the
brand image of the company by providing products which meets the satisfaction level of
customers. This way increased competition helps Coca Cola to achieve success and
growth and maintains its sustainability in competitive environment (Kipping and Wright,
2012).
 Rise in Technology- With the increasing trend of Globalisation there has been a
significant rise in the level of technology. With the technological advancements it has
made task easier for Coca Cola to perform its business operations in a effective manner.
It has made respective company to exploit the different business opportunities and
successfully globalise in the market. The major technological advancements would be the
E- commerce which allow respective company to freely move their products across the
globe (Pilot, 2014)
 Employment- Due to globalisation there is increase in the employment rate and leads to
the reduction in the poverty. As Coca- Cola starts globalising it will create employment
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opportunities for many individuals and provides them a standard of living. Moreover
when large of employees are hired it leads to effective functioning of business operations,
thereby enhancing the profitability and productivity of the business (Ramadani and et. al.,
2017)
These are the various positive impact of globalisation on the business success of Coca Cola.
Recommendation through which Coca Cola can manage success at International level
Their are various recommendation through which Coca Cola can mange success at the
international level. As per the views of David Gelles, 2019 it is very necessary for respective
organisation to understand the social needs and culture of the individuals prevailing in the
country, thereby provide the products accordingly. Moreover it is also recommended to the Coca
Cola that it can come in collaboration with another company. For example Coca Cola can
effectively collaborate with McDonald's by selling the products of both the company together.
This will result in increase in sales and enhanced the profitability level of the company.
Moreover it is also recommended to Coca Cola that they should properly understand the
requirement of the customer and plan effective strategies regarding introducing new features to
the product or developing a new product according to the demand of the customer. Effective
Planning of Strategies will assist company to regulate their business activities in a effective
manner and can manage success through at the international level. It is also recommended to
Coca Cola to provide innovative offering to its customers so as to target larger customer base and
effectively sustain in the international market.
2.3 Conclusion of Literature Review
From the above information in Literature review it has been concluded that Globalisation
greatly assist the business in attaining success and growth at international level. As with
globalisation there is free movement of goods and services across the globe which assist
respective company to adopt top technological advancement and freely provide their products
across the globe. Apart from this globalisation creates a positive impact on the success of the
business and maintain its sustainability.
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is a theoretical and systematic gathering of information and data
and it's analysis is done for the advancement of knowledge in the subject. It helps to determine
how accurate are the results of the research methods. It is the original contribution to the exiting
stock of knowledge and turning it for advancement in the near future. It is important for an
organization as it provides accurate findings for the results which provide the people reliable and
accurate information about the subject matter (Amin, 2014).
Research onion as framework: Research onion illustrate the detailed stages which are
covered while developing a research. In other words it can be said that it describe the stages
through which researcher must pass while formulating or designing an effective methodology.
Each layer of the research onion provides detailed information to the researcher which provides
an effective progression in the market. It is important to conduct in the market because through
this research methodology can be designed or framed and it's usefulness lies on adaptability. The
approach taken while using onion framework is to go from outer layer to the inner layer of the
research onion.
3.1 Research Philosophy
The outer layer of research onion is research philosophy and pragmatist philosophy is
taken by the researcher in it's topic globalization and how it is helping the business to how
globally. It could yield better research results by using opportunity to use mix of different
methods in the research so that best outcomes can be seen. Whereas, interpretive research
philosophy or positive research philosophy are widely in the market to conduct research work
globally (Bernal, 2014). In this it is assumed that access to reality is only through social
constructions like, shared meaning, language, instruments and consciousness. Researcher use
interpretive research philosophy as it focus on identifying solutions to the issues of globalization
so the accurate solutions can be given for the problem. By the using theories philosophy
contributes in addressing the research objectives in the global market so that growth and
expansion can be done.
3.2 Research Approach
The second layer is research approach and deductive approach is used in the pragmatist
research philosophy for the topic globalization and how it is contributing in the business growth
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and success across the globe. Here, deductive approach provides observations which are needed
in forming the views for the results which address the research objectives in the project or
subject. Other approach is inductive research approach used by the researcher in the pragmatist
philosophy which helps in evaluation of the observations to support the outcomes of the research
in the market. Researcher use inductive research approach for the objectivity in the assessment
of the observations (Bleßmann and Savelberg, 2012).
3.3 Research strategy
Research strategy is the third stage in research onion framework. It is a step-by-step plan
which gives direction to the ideas and efforts ans enables to conduct research systematically to
produce quality of detailed reporting and results Here, survey questionnaire is used by the
researcher for the topic globalization in driving business growth and expansion in the market and
to get reliable outcomes. In this researcher geared more towards single contextual setting as it
helps in enriching understanding of the projects in the market. Survey research provides strong
relevance in terms of applicability of the research done in the globalization project. Survey
research provides relevant and reliable information about the topic globalization impact on
business success in the market.
3.4 Research Methodology
Research choice: The next layer is research choice in the onion framework. In this
qualitative and quantitative approaches are used in the market to get reliable results in the global
market. Here, quantitative approach is fulfilled by the use of primary research approach in which
numerical information are given . which help the researcher to get accurate results in the market.
In qualitative approach there is no use of numerical data it refers to concepts, definitions,
symbols, etc. Researcher uses qualitative approach in the research for globalization and how it is
affecting business in it's expansion worldwide. This approach is used as it provides quality and
accurate information without numerical figures which is easy to understand and evaluate
(Calabrò and et. al., 2013).
Time Horizon: In time horizon gang chart is used by the researcher for the topic
globalization and how it is helpful in driving organizations success and growth in the global
market. In time horizon a cross sectional timing was utilised with the research conducted over a
time period of 15 weeks. Gang chart helps the researcher to find out when top start the business
and when to close the business in the market during the set timings. It helps to set time horizon
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according to the project and tries to complete the project on the set time frame. Gang chart helps
the business to meet it's set goals on time.
3.5 Techniques and procedures and research instruments:
In this research onion framework questionnaires are used as research instruments for the
topic globalization and how it is driving business successfully across the nation. In this
secondary research they use academic literature, books, journals and related reports which help
the researcher to collect relevant information for the topic so that accurate results can be
obtained. The structure of questionnaires is designed in a close ended questions so that
respondents can easily reply to the questions. Questionnaire is designed in proper formate so that
it is easy for the respondents to reply easily without any confusion and accurate results can be
carried out by the organization (Christoff and Eckersley, 2013).
Data sources: In this case two type of sources are used to collect data from the
respondents which are primary and secondary sources. In primary sources data are collected by
surveys and the information is completely fresh and new. In this information is not copied from
other sources so it will help the researcher to find accurate findings for the topic globalization in
the market. While in case of secondary sources the data are allocated from the books, journals,
newspaper etc. which might be unrealistic at times because they are earlier used by some other
research in their topic. Primary data is used by the researcher in the topic globalization so that
accurate findings can be provided to the readers.
3.6 Research sampling:
Research sampling is divided into two categories which are probability and non
probability sampling. In probability sampling research requires huge cost and time to carry out
the process in the market for the topic globalization. While in non probability firm requires less
time and cost to carry out the research sampling. Researcher use non probability sampling
method in the business as it incur less cost and time and provide effective results (Eaton and
Kilby, 2015).
3.6.1 Identifying Population and Research Site
For conducting the research work sample population of 10 has been taken to identify way
globalisation drive success and the research site is throughout United Kingdom.
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