Environmental Factors

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Environmental Factors
Amy S. Rivera
MKT 421/Marketing
Mr. Jim Severnak
October 19, 2008

This paper will discuss Coca-Cola’s organization as this company conducts both domestic and global marketing. The high-level domestic and global environmental factors that will impact the organization’s marketing decision will be discussed, as well as how technology impacts the organization’s marketing decisions. The author will also analyze the importance of social responsibility and ethics as related to the organization’s marketing. Simulation Summary

Coca-Cola is a globally marketed company that has enjoyed international success. By having the ability to find the right balance between worldwide standardization and domestic adaptation, Coke has become the number one brand in the industry (Armstrong, 2005). However, popularity does not mean instant success in the international market. Companies need to understand the international marketing environment before deciding to operate on a global basis (Armstrong, 2005). Companies today face a bigger challenge with this understanding as new opportunities and problems have arisen over the past two decades, due to the massive changes in the international marketing environment (Armstrong, 2005).

Many domestic and global environmental factors are involved that have either a positive or negative impact on a company's marketing decisions. These high-level factors include understanding the international trade system and having knowledge of the economic, cultural, and political-legal environments of the areas in which the company desires future growth. Coca-Cola expanded globally within only seven years of the company's birth (Armstrong, 2005). Completing research in the over 200 countries that recognize "Coca-Cola" as a household name launched them to be the success that they are today. In addition to producing the traditional “Coca-Cola products, Coca-Cola also produces over 300 beverages, many of which...
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