1 / 2Case StudyCoke is ane of the most recognizable brands in the world The goal of the company'sinternational marketing tem is to help expand global sales. The company sold its first Coke in1886 at Jacobs Pharmacy, but the company's mission hasn't changed; the goal is to sell thehighest number of beverages to the most people. Based in Atlanta, Georgia, the company focuseson making non-alcoholic beverages accessible. With hmdreds of brands, some of the morepopular examples are Diet Coke, Sprite, Dasani, Nestea, and Fanta. Worldwide, nearly 10,000Coke beverages are consumed every second The more Cokes the international marketing teamsells the more revenue the company makes. Much of the company's 40 billion dollars in revenuegrowth now comes from globalization, not just growth within the borders of the UnitedStates. Globalization is the expansion and development of intemational markets outside of theCompany's home countryCoke, like many successful global companies, focuses on those regions with the greatestpotential for growth. Coke started branching out internationally in the 1920s but really began itsglobal expansiou in the 1980s. This is when Coke implemented its strategic plan to gain entryinto untapped, previously hostile, or undeveloped environments. Coke started with widening itsproduction primarily bottling facilities, in friendly areas like Guam and Europe. As peoplebecane more familiar with Coke's prodhucts, the conpany decided to expand to Australia,Austria, Italy, Norway, and South Africa. These were the areas that had good relationships withthe United States, which meant inplementing trade, transportation and communicationsDetworks went a lot smoother Surprisingly, even World War II brougat an increase in demandfor Coke prochucts. The federal goverament worked out a deal with Coke to sipply the troopswith its prochucts for no more than a nickel a beverage. In preparation for widening its base. Cokefocused on creating relationships with global stakeholders like the Olympics and UnitedNaions. The Okmpics, for exanple, took Coke's name wherever the Games weut. By the 1970s,Coke also enfered into parmerships with the Special Olynpics, Tour de France. NASCAR andFIFA As these sportng eveuts broadened their fan base worldwide Coke followed Enlargingits consumer base in tie 1980s aud 905 demanded more planning from Coke. The companybrought production eperations to previously less stable areas like Russia. Genmany India, andVieman. This is when Coke began looking to expand into China ReadC1(32-6-BM.. X早22/2The 2000s brought about Coke's involvement in social issues. This is a different type ofmarketing effort for the international team. The company provided relief related to the UN AIDSinitiatives, September 11th terrorist attacks, and earthquake relief in Haiti. Since this time, thecompany has entered into additional philanthropic ventures, as well as sponsorships with theNBA and co-marketing with popular television shows like American Idol. To market to aninternational audience, Coke has adapted its marketing strategy. Coke's international marketingteam continues to look for ways that Coke can diversify its production, marketing, and outreachmethods. It's clear that Coke's international business strategy, the process Coke uses to sellproducts in foreign lands, is working. For example, in 2015, Latin America and South Americasales totaled 29% of Coke's volume, while North America had 22%. The intemational divisionaccounted for nearly 75% of Coke's growth. It's also important to note that Coke has consciouslyrun its intemational division differently than its domestic. Domestically, beverages are fullyprepared and then distributed. Whereas for Coke's international sales, a concentrate is preparedand sold to local bottlers. A local contractor then creates the final beverage. choosing to addingredients suitable to that partícular region, and finally it is distributed. The beverage can tastedifferent, depending on the likes and dislikes of the specific market.1. Explain Coca-Cola's purpose behind moving internationally and what was the strategyadopted?2. Explain the reason(s) why Coke has consciously run its international division differentlythan its domestic one?G玩国国66.7%个

Question

1 / 2Case StudyCoke is ane of the most recognizable brands in the world The goal of the company'sinternational marketing tem is to help expand global sales. The company sold its first Coke in1886 at Jacobs Pharmacy, but the company's mission hasn't changed; the goal is to sell thehighest number of beverages to the most people. Based in Atlanta, Georgia, the company focuseson making non-alcoholic beverages accessible. With hmdreds of brands, some of the morepopular examples are Diet Coke, Sprite, Dasani, Nestea, and Fanta. Worldwide, nearly 10,000Coke beverages are consumed every second The more Cokes the international marketing teamsells the more revenue the company makes. Much of the company's 40 billion dollars in revenuegrowth now comes from globalization, not just growth within the borders of the UnitedStates. Globalization is the expansion and development of intemational markets outside of theCompany's home countryCoke, like many successful global companies, focuses on those regions with the greatestpotential for growth. Coke started branching out internationally in the 1920s but really began itsglobal expansiou in the 1980s. This is when Coke implemented its strategic plan to gain entryinto untapped, previously hostile, or undeveloped environments. Coke started with widening itsproduction primarily bottling facilities, in friendly areas like Guam and Europe. As peoplebecane more familiar with Coke's prodhucts, the conpany decided to expand to Australia,Austria, Italy, Norway, and South Africa. These were the areas that had good relationships withthe United States, which meant inplementing trade, transportation and communicationsDetworks went a lot smoother Surprisingly, even World War II brougat an increase in demandfor Coke prochucts. The federal goverament worked out a deal with Coke to sipply the troopswith its prochucts for no more than a nickel a beverage. In preparation for widening its base. Cokefocused on creating relationships with global stakeholders like the Olympics and UnitedNaions. The Okmpics, for exanple, took Coke's name wherever the Games weut. By the 1970s,Coke also enfered into parmerships with the Special Olynpics, Tour de France. NASCAR andFIFA As these sportng eveuts broadened their fan base worldwide Coke followed Enlargingits consumer base in tie 1980s aud 905 demanded more planning from Coke. The companybrought production eperations to previously less stable areas like Russia. Genmany India, andVieman. This is when Coke began looking to expand into China ReadC1(32-6-BM.. X早22/2The 2000s brought about Coke's involvement in social issues. This is a different type ofmarketing effort for the international team. The company provided relief related to the UN AIDSinitiatives, September 11th terrorist attacks, and earthquake relief in Haiti. Since this time, thecompany has entered into additional philanthropic ventures, as well as sponsorships with theNBA and co-marketing with popular television shows like American Idol. To market to aninternational audience, Coke has adapted its marketing strategy. Coke's international marketingteam continues to look for ways that Coke can diversify its production, marketing, and outreachmethods. It's clear that Coke's international business strategy, the process Coke uses to sellproducts in foreign lands, is working. For example, in 2015, Latin America and South Americasales totaled 29% of Coke's volume, while North America had 22%. The intemational divisionaccounted for nearly 75% of Coke's growth. It's also important to note that Coke has consciouslyrun its intemational division differently than its domestic. Domestically, beverages are fullyprepared and then distributed. Whereas for Coke's international sales, a concentrate is preparedand sold to local bottlers. A local contractor then creates the final beverage. choosing to addingredients suitable to that partícular region, and finally it is distributed. The beverage can tastedifferent, depending on the likes and dislikes of the specific market.1. Explain Coca-Cola's purpose behind moving internationally and what was the strategyadopted?2. Explain the reason(s) why Coke has consciously run its international division differentlythan its domestic one?G玩 国 国66.7%个

Accepted Answer

In 1982, to brilliant fanfare, the business enterprise delivered food regimen Coke due to the fact…

1 Explain Coca-Cola's pupose behind moving internationally and what was the strategy adopted?