Essay Sample on Coca Cola Company Marketing Strategy

introduction

The Coca-Cola Company was established in 1886. Currently, it is the leading manufacturer, marketer, supplier and distributor of non-alcoholic drinks as well as syrups. Presently, the company operates at an international level; thus, it has branches in 200 countries supplying roughly 300 brands all over the globe (Bhasin, 2018). The approach used by the company to achieve its success has been identified differently by the various chairpersons of the company, for example, Douglas Ivester stated that the global strength and control of Coca Cola was through its provision of affordable products with its strong international and joint-venture roots (Holstein, 2011).

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On the contrary, Sergio Zyman, the former marking personnel of the company stated that acting locally assisted in established the company's global strategy position. Moreover, the company grew at a faster rate; thus, facing problems such as the pressure of local responsiveness and global integration (Schuiling, 2001). To maintain its global strategic position, the Coca Cola Company implemented the Integration-Responsiveness framework since it was a widely used concept for exploring and promoting management challenges solutions to multinational organizations.

Implementation of Integration-Responsiveness Framework

In the 1990s globalization affected global companies since establishments such as Coca Cola Company grew smaller in terms of its operations. Also, a second reason towards the decline in the growth of Coca Cola was its establishment of a centralized system in the 1980s (Schuiling, 2001). Globalization contributed to the rapid changes in how organizations conducted their business, and as a result, unique organization cultures were established (Rothaermel, 2017). Also, to develop flexible, responsive, local sensitive, frequent, transparent, and authentic, Coca Cola Company implemented an integration-responsiveness framework to global value chain activities and establishes products and processes that local market is responsive. In simple terms, the structure was developed during the 1990s globalization transition to assist the firm attains global integration as well as local responsiveness (Holstein, 2011).

The approach assisted in promoting the multi-local business strategy that had existed throughout the company's history since it relied on domestic bottling partners (Schuiling, 2001). Ideally, the pressure for global integration led the company into promoting various business strategies such as cost reduction as per scale economies, uniform products and services to global consumers, acute monitoring and response to consumers, and the use of media platforms to reach global consumers (Bhasin, 2018). On the other hand, handling local responsiveness pressure was attained leveraging national endowments, for example, local skillset, use of different distribution channels, responding to local consumer concerns, adjusting to cultural differences, and adhering to host government policies and requirements (Schuiling, 2001).

The approach assured the smooth operation of Coca Cola Company including the 200 branches since it performed as per the local laws, culture, and needs (Bhasin, 2018). Additionally, as illustrated Zyman that the best means of achieving global strategy was by acting locally, the company produced soft-drinks that were promoted by the slogan "drinking one bottle at a time" specifically to the local environments. In other words, the company provided responsibility and trust to the local promoters who contributed to billions of sales of its products (Schuiling, 2001). Nonetheless, Coca Cola focused on establishing and promoting revenue and profit growth by increasing volume, creating affordable beverage brands, and strengthening the roots of the enterprise (Holstein, 2011). Lastly, the approach assisted in reforming and altering the operations of the company by making it simpler. Evolving client tastes and preferences were used to promote organization simplicity. Also, the company created a working environment that assisted with the efficiency, precision and employee motivation (Bhasin, 2018).

Additionally, integration-responsive framework supported the alternative global marketing strategies. Ideally, the company initiated a product strategy that established standardized and localized communication skills (Bhasin, 2018). The standardized products and services promoted by the company assisted in developing a global policy the supported uniform goods as well as uniform advertising information (Bhasin, 2018). Next, the locally manufactured products were customized, and customized messages were used to promote them. Nonetheless, due to the global strategy, Coca Cola Company comprehensive strategy of integration-responsiveness supported the idea of "think global, act locally" (Schuiling, 2001). In other words, to achieve and maintain its success, the company established a global-local strategy by ensuring its global experience as well as customized and tailored services in the local markets (Schuiling, 2001). Moreover, the approach enhanced a global production of good and services designed to flourish in both local and global markets (Bhasin, 2018).

Conclusion

To conclude, Coca Cola Company was and is a multinational enterprise that operates in approximately 200 nations and has roughly 300 brands. Its success was established during the 1900s and to date the company still implements the integration-responsiveness framework. It is a framework that was designed and executed by the company during the rise of globalization which caused the shrinking of international trade. To date, the approach has assisted the company in solving globalization changes by establishing a flexible, local sensitive, and transparent organizational global value chain operations. Also, the system contributed to promoting multi-local business strategies. It supported the company in establishing solutions to global integration by promoting the production of uniform products, cost reduction as per the scale economies, as well as use media platforms to encourage advertising strategies.

References

Bhasin, H. (2018, September 8). Marketing strategy of Coca-cola - Coca-cola marketing strategy. Retrieved from https://www.marketing91.com/marketing-strategy-of-coca-cola/

Holstein, W. (2011, November 7). How Coca-Cola Manages 90 Emerging Markets. Retrieved from https://www.strategy-business.com/article/00093?gko=f3ca6

Rothaermel, F. T. (2017). Strategic management concepts (Custom 3rd ed.) New York, NY: McGraw-Hill.

Schuiling, I. (2001). Think local-act local: Is it time to slow down the accelerated move to global marketing? Emerging Issue in Management,