Unit-40: International Marketing Strategies for Coca-Cola Company

This presentation provides an in-depth analysis of Coca-Cola's international marketing strategies, examining the key arguments in the global versus local debate. It explores the product, pricing, promotional, and distribution approaches employed by the company, along with an analysis of various international marketing approaches such as decentralized marketing. The presentation compares home and international orientations, including ethnocentric, polycentric, regiocentric, and geocentric approaches, and discusses ways to assess competitors, outlining the implications of each approach. The analysis recommends the use of home international orientation and decentralized marketing for Coca-Cola, offering insights into strategy formulation and innovative decision-making based on local preferences. The conclusion emphasizes the importance of international marketing for global expansion and highlights the need to analyze factors like risk and growth opportunities before making operational decisions. The presentation is supported by references to academic research on international marketing and strategic alliances.

Unit-40: International
marketing

INTRODUCTION
The current presentation is based on international marketing of Coca
Cola company which comprises of discussion about the key arguments in
the global vs local debate. Beside this, a discussion about product,
pricing, promotional and distribution approach is also made along with
analysing various international marketing approaches which
organisations can adopt. At last, a comparison between home and
international orientation and ways to assess competitors outlining the
implications of each approach is also presented in current PPT.

P5) Overview of the key arguments in the
global vs local debate
Before entering an international market, it is important for Coca Cola
company to have an effective understanding about the concept od global
and local market. A debate can be made out that if a company wants to
continue only in a local market tat it dose note require to have efficient
market research or any further investigation. On the other hand, if a
company wants to successful operate at global level than it is important
and most vital to conduct and go through regular market research.

P6) The product, pricing, promotional and
distribution approach
It has been observed that while
operating in an international market
implication of marketing mix
elements is efficiently required by
Coca Cola company to consider
various vital aspects of international
market.

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Pricing- With respect to this aspect of marketing mix Coca Cola
needs to analysis the economic condition as well as the spending
habits of consumers across the international market before setting
price for its product. Currently, coca cola is adopted 2nd degree price
discrimination strategy under which different process are set out for
different segments of products as per the buying habits of consumers.

M3) The context and circumstances in which an
organisation should adopt a global or local approach
On the basis of above discussion, an analysis can be made that a
company should adopt local approach when it is not still cover the
specific regions of domestic market and have scope of further
expansion in domestic market. While, implication of global approach
must be made by a company when its domestic market is fully
saturated and organisation wants to have further expansion of its
market and customer base.

M4) Adaption of the marketing mix in
different international markets
With respect to Coca Cola company, it has
been articulate and determine that it needs
a different international marketing mix
and strategy for various branches at
international market to ensure more
specification as per the needs of
customers.

P7) Explain and analyse the various international
marketing approaches organisations can adopt.
There are various international marketing
approach which can be adopted by a firm
to operate effectively at international
market which are broadly divided into two
main categories discussed as below:

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Decentralised marketing approach- Under this approach of
marketing the organisation is willing to distribute and bifurcate the
decision making and marketing process across the international
level.

P8) Compare home and international orientation and
ways to assess competitors outlining the implications of
each approach.
Basically there are four main types of orientation
that can be adopted by a company which consists of:
• Ethnocentric approach
• Polycentric approach
• Regiocentric approach
• Geocentric approach.

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Ethnocentric approach- Out of these approach the Ethnocentric
approach is mainly adopted when the international operations are
considered in a secondary basis as compared with domestic operations
which are on priority. Under this approach the Coca Cola is required
to first analyse and assess the domestic competitors and factors before
going at international level thus, ensures improved local success.

M5 Evaluation of various marketing approaches
and competitor analysis and make
recommendations on how they should operate in an
international context.
Use of home international orientation is recommended for Coca Cola company as it
offer better understanding and analysis of global market to have improved strategy
formulation. Apart from this, implication of decentralised marketing approach is also
suggested and recommended for Coca Cola Company as it support more innovative
and creative decision making through proper bifurcation of marketing and promotional
strategy as per the local preference and demand among various branches at global
level.