The Coca-Cola Controversy
Coca-Cola – International Controversy
Kim Motsinger
Management in Global Economy
August 12, 2012
Professor Thomas Brantle
A global leader in the beverage industry, the Coca-Cola Company offers hundreds of brands including soft drinks, fruit juices, sports drinks and other beverages (The Coca-Cola Company, 2012). The Coca-Cola established itself as a premier beverage business by maximizing its production and distribution throughout the world. These strong production efforts were met with equally effective marketing campaigns which led to it becoming the biggest beverage company in the world. Coca-Cola operates on a local scale creating a global reach with local focus because of the strength of the Coca-Cola system, which includes the company and 300 bottling partners worldwide – including India and Colombia. Coca-Cola is a multinational business which is a business that operates in more than one country. These companies are a well-established brand and are recognized across the globe. These businesses are large and highly influential, because they bring inward investment to the countries that they are expanding internationally in to. With the barriers to international trade falling, companies like Coca-Cola pursued international strategies to gain a competitive edge. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Recognizing that the world is changing all around, Coca-Cola continues to thrive as a business. They understand the trends and forces that will shape their business in the future and prepare what’s to come (The Coca-Cola Company, 2012). Coca-Cola’s vision is all about the global market, and expansion. Coca-Cola’s mission clearly states they plan to refresh the world, inspire moments of optimism and happiness, and create value and make a difference in the world (The Coca-Cola Company, 2012). Coca-Cola has not been narrow-minded but
Kim Motsinger
Management in Global Economy
August 12, 2012
Professor Thomas Brantle
A global leader in the beverage industry, the Coca-Cola Company offers hundreds of brands including soft drinks, fruit juices, sports drinks and other beverages (The Coca-Cola Company, 2012). The Coca-Cola established itself as a premier beverage business by maximizing its production and distribution throughout the world. These strong production efforts were met with equally effective marketing campaigns which led to it becoming the biggest beverage company in the world. Coca-Cola operates on a local scale creating a global reach with local focus because of the strength of the Coca-Cola system, which includes the company and 300 bottling partners worldwide – including India and Colombia. Coca-Cola is a multinational business which is a business that operates in more than one country. These companies are a well-established brand and are recognized across the globe. These businesses are large and highly influential, because they bring inward investment to the countries that they are expanding internationally in to. With the barriers to international trade falling, companies like Coca-Cola pursued international strategies to gain a competitive edge. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Recognizing that the world is changing all around, Coca-Cola continues to thrive as a business. They understand the trends and forces that will shape their business in the future and prepare what’s to come (The Coca-Cola Company, 2012). Coca-Cola’s vision is all about the global market, and expansion. Coca-Cola’s mission clearly states they plan to refresh the world, inspire moments of optimism and happiness, and create value and make a difference in the world (The Coca-Cola Company, 2012). Coca-Cola has not been narrow-minded but
References: Coca-Cola: In Hot Water - the World 's biggest drinks firm tries to fend off its green critics. (2005, October 6). Retrieved from The Economist: http://www.economist.com/node/4492835/print Case against Coca-Cola Kerala State: India Company Profile. (2012, August 8). Retrieved from www.coca-colafemsa.com: http://www.coca-colafemsa.com/femsa/web/conteudo_en.asp?idioma=1&tipo=27616&conta=44 Global Issues The Coca-Cola Company. (2012, August 8). Retrieved from www.thecoca-colacompany.com: http://www.thecoca-colacompany.com/?WT.cl=1&WT.mm=footer1-about-red_en_US Ahlstrom, D., & Bruton, G Lapan, T., & Harris, R. (2005, April 19). Frontline: Colombia: The Coca-Cola Controversy. Retrieved from PBS: http//www.pbs.org/frontlineword/fellows/colombia0106/transcript.html