Coca-Cola’s International Marketing Strategy
Rosie E. Bevel
Bus 401 – International Business
Dr. Cyd Naig-Coloma
22 July 2010
Coca Cola’s International Marketing Strategy
The History of Coca-Cola began over a century ago. Today Coca-Cola sells products in over 300 countries world-wide, and has over 3,000 different beverages in its portfolio. (Coca-cola.com) The Coca-Cola brand is familiar to people all around it the world, and is available in many different varieties. The company takes pride in the development of unique marketing strategies, which have allowed growth and access to various places throughout the world. Their extremely recognizable branding is one of Coca-Cola's greatest strengths and the simplicity of its bottling is a part of a great marketing strategy. Coca-Cola makes money primarily from selling the concentrate to their very famous cola, allowing many across the globe to share the experience. "Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment" (Allen, 1995). Additionally, according to Bettman, et. al, (1998) Coca-Cola's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach. Coca-Cola was founded in 1886, and has become the world's leading manufacturer, marketer, and distributor of nonalcoholic beverages, produces over 300 brands around the world. The corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers (Bettman, et. al, 1998). From the world's largest cities to its most remote villages, the bottling...
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