International Strategy of Coca-Cola

DEFINITION OF MULTINATIONAL BUSINESS
Multinational business is the one that has its operation in more than one country. These businesses mainly function in entire major global. Examples of multinationals are Coca Cola, IBM, Mc Donald, Kellogg’s etc. Multinational businesses are well established corporate brands and are generally recognize across the globe. For example, Coca-Cola is a well established brand and is recognized in all part of the world. Most of the multinational businesses are global in nature and implement similar marketing strategy across the globe. Multinational business is large and is highly influential in nature. Multinational company brings inward investment to countries other than their home base. Multinational business boost the national economy of the country in which they decide to set up operations and therefore also supported by the national government while setting up their operations. Multinational enterprise is a company that has a worldwide approach to markets and production or one with operations in more than one country. The conduct of international operations depends on companies’ objectives and the means with which they carry them out.

INTERNATIONAL STRATEGY
During the last half of the twentieth century, many barriers to international trade fell and a wave of a firm began pursuing international strategies to gain a competitive advantage. However, some industries benefit more from globalization than do others, and some nations have a comparative advantage over other nations in certain industries. To create a successful international strategy, managers first must understand the nature of international industries and dynamics of international competition. The management of international strategy is a process in which the major elements are;
Diagnosis of the organizations internal and external environments also known as SWOT (S-strength, W-weakness, O-opportunities, T-threats) analysis.
Strategy formulation
Strategy implementation

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