Search icone
Search and publish your papers
Our Guarantee
We guarantee quality.
Find out more!

Coke Cola: An International strategy

Or download with : a doc exchange

About the author

General public

About the document

Published date
documents in English
20 pages
General public
0 times
Validated by
0 Comment
Rate this document
  1. Introduction
  2. Changes in the luxury sector
  3. The luxury of exclusive and accessibility
  4. Origin and history - Luxury
    1. History of luxury
    2. Product specifications of Luxury
    3. A perfect product
    4. Attractive packaging
    5. A strategic price
    6. A distribution study
  5. An elitist voluntary communication
  6. The causes of this change include the following - democratization of the sector
    1. The financial causes
    2. The sociological causes
    3. The causes related to innovation
  7. The paradoxes through the 4Ps
    1. Price Paradox
    2. Product Paradox
    3. Paradox of distribution
    4. communication paradox
  8. Luxury in the 21st Century
  9. The exclusive luxury of the People
  10. The new luxury
  11. Focus on the brand
    1. Presentation
    2. All attributes
    3. All benefits
    4. The set of values
    5. A culture
    6. A personality
    7. A user profile
  12. The luxury brand
  13. The dangers
    1. The first danger comes from consumer products
    2. The second danger comes from the proximity between the management of luxury and the mass distribution
    3. The third and last danger for the overexposure and trivialization of luxury
  14. The evolution of marketing strategies of luxury
  15. Tools
    1. The extension of the range, the variation
    2. The line extension, diversification
    3. From co-branding to masstige
    4. The accessorization of luxury
  16. Marketing Mix
    1. The product
    2. The price
    3. Distribution
    4. Communication
  17. Internet and luxury
  18. Investing networks of influence
    1. internet: luxury and affinity
  19. Consumer expectations
  20. The Internet media at a glance
    1. Internet is
  21. Investments of luxury growing on the web
  22. Internet users in the high income group
  23. Luxury and the internet
  24. Rules to follow
  25. Understanding social media
  26. Differences in methods of traditional Media
  27. Writing for social media
  28. According to the Social Media Guide, to be forceful with social media, you must
  29. Types of Social Media
    1. Social networks
  30. The value of social networks for luxury brands
  31. Major social networks
    1. Facebook
    2. LinkedIn
    3. Service
    4. MySpace
  32. Facebook, the first social network
  33. Attracting fans on my Facebook page
  34. Communities of content
  35. The main communities
    1. Sharing
    2. Share videos and photos
    3. Document sharing
  36. YouTube, one of the most visited of the world
    1. Example Campaign
    2. The microblogs
  37. A few statistics
  38. Here are some examples of what he can do on Twitter
  39. Luxury brands increasingly present on twitter
  40. Blogs, the new mouthpiece of luxury
  41. Which blogs are targeted?
  42. Blogs: often the source of a buzz
  43. What is the buzz
  44. What is the trash attitude?
    1. The trash today
    2. Trash and luxury
  45. A new approach, glam trash
  46. The example of the glam-trash of the Louis Vuitton
  47. Measure the effectiveness of its campaign
  48. Follow the buzz
  49. How to measure the phenomenon of buzz?
    1. Google Alerts
    2. Google Blogsearch
    3. Google trends
    4. Wikio
    5. Technorati
    7. MonitorThis
    8. Samepoint
  50. Social Mention (Alerts and Social Mention)
    2. TweetScan (and email alerts Twitter)
    3. Tweetbeep
  51. Twitrratr
    1. Twitter Search
  52. ROI measurement of the commitment of my brand in social media
  53. The measure of progress
  54. Application on Twitter
  55. Measurement tools from the Social Media Guide
  56. Measurement tools of engagement
  57. Illustration: Louis Vuitton BITCH
  58. Analyze
  59. The perfume market
  60. Competition
  61. SWOT
  62. Aims
  63. Targets
  64. Positioning
  65. The 4 Ps
  66. Budget Analysis
  67. Conclusion

There is a need to define the multinational marketing execution of at least one of the tasks of marketing outside the national borders. It is meant to design the marketing strategy for an area comprising several countries. The development of an enterprise abroad is a long and complex process; therefore, many companies choose to integrate a regional free trade before pursuing a global strategy.

Today, internationalization is a part of normal business growth, which passes from the local market to global market. Industrialized countries located on saturated markets have turned to emerging markets such as BRICs that are offering new markets. This will study the international marketing through the world's number one company ranked brand by Interbrand: Coca-Cola Company.

As often in marketing, the term "international marketing" answers a multitude of possible definitions. According to the author J. Cateora, multinational marketing is the performance of a business that sends its products and services to consumers and users in more than one nation. If one were to keep the simplest, is then defined as international marketing performance to the company of at least one of the tasks of marketing, beyond national borders. In other words, it is for the company to promote and market the products or services of its brand in several countries outside the local market only.

The economic and demographic trends
will allow the company into the market whether it wishes to join is worthwhile in terms of economic development.
It is necessary to study these two factors with the help of many indicators. First, it would be interesting to dwell on the level and growth rate of Gross National Product, for example, or on the purchasing power of the population to assess its economic situation.

In addition, more economically advanced country will be, the more it will have the necessary infrastructure for the company to carry out its marketing strategy, such as transportation systems, distribution. It is also important to consider the competition that already exists on the market.

Finally, the analysis of the structure and evolution of the population in terms of age or sex, in part, will ensure that the product will find buyers in the market.

A company wishing to penetrate a new market has to go through the analysis of cultural factors as they influence the tastes, attitudes, judgments of each, especially when faced with a product, brand or company. These factors may be religion, values, or the lifestyle of the population.

It seems inevitable for the company to take into account the specifics of the legislation of the market where it plans to establish itself. The laws may differ on four points in particular, product specifications, communication (in the media in particular) or distribution (possible restrictions in the importation or production for example).

The sales of a new product comes in part from lower sales of another product. Coca Cola, the leaders had planned a light margin of 50%, but actual observations are more favorable with only a third of cannibalizing the other two come respectively from additional consumption, the world of soft drink(competition ). This is great news for Coca Cola to be able to deliver to its targets.

Tags: Coco Cola, market leader, international strategy

Similar documents you may be interested in reading.

Coca Cola vs. Pepsi: Analysis and Comparison of Strategies (2008)

 Business & market   |  Business strategy   |  Case study   |  11/23/2010   |   .doc   |   12 pages

Coca Cola vs. Pepsi: Analysis and comparison of strategies

 Business & market   |  Business strategy   |  Case study   |  01/10/2011   |   .doc   |   20 pages

Top sold for marketing

Green Ox case: Strategic marketing for a drink dedicated to sports

 Business & market   |  Marketing   |  Case study   |  09/29/2010   |   .doc   |   4 pages

Strategic Marketing - Case study report: Celebrity Cruise Inc. a taste of luxury

 Business & market   |  Marketing   |  Case study   |  09/29/2010   |   .doc   |   2 pages