Coca-Cola Company Background Analysis - Annotated Bibliography Example

Research and Planning Name: Research and Planning Course: Tutor: Institution: Date: A. Coca-Cola Company Background Analysis The Coca-Cola Company is a global giant and undisputable market leader in the beverage industry. Over the years the organization has build and established an increased reputation and presence in the global market. In its internationalization approach where the venture serves foreign markets in over 200 countries, the organization applies the standardization approach. In this regard, it products re standardized across the market enhancing the development of a global organizational reputation in the beverage industry market. However the organization applies the OLI expansion and new markets expansion strategies in the market. On one hand, the organisations strong brand reputation and its global positioning, as well as the presence of an internationally competitive human resource offers it the ownership global advantage. On the other hand, location factors such as cheap labour in its global ventures in markets such as China as well as the labour surplus and high demands offers the organization increased location merits. Finally, under the internationalization merits, the organization has acquired increased market influence. Moreover, the organization applies the stage model in its internationalization process. This can be divided into three different stage and approaches as indicated by the organizational history. The first stage was in 1974-84 where the organization applies the franchise approach. The second stage was between 1985-92 where the organization applied the joint venture market entry and expansion strategies. Finally, the third stage spurns to the present where the organization applies a hybrid of the alternative approaches in the market. B. Catalogue References 1. Caves, R. E., 2007, Multinational enterprise and economic analysis, Cambridge University Press, Cambridge: New York. The book offers an analysis of challenges and global issue implication on multinational ventures entry and expansion onto the global markets. In this regard, the book discuses on the welfare issues that emanate from MNCs expansion activities. The development and inclusion of this book into the analysis offers an opportunity for the review to examine and establish the external issues affecting and implicating on global business expansion activities. Moreover, the book offers an analysis of rational decisions and approaches that a majority of the businesses on the global platform apply in order to mitigate and reduce the overall negative implications of MNCs expansion strategies. Such an evaluation will enable explain the operations and strategic strategies developed by the selected company in expanding to diverse global markets. Through this approach, the analysis will focus and analytically evaluate on the approaches applied by Coca-cola in relation to international market environments. 2. OECD, 2010, Annual Report on the OECD Guidelines for Multinational Enterprises 2010: Corporate responsibility: Reinforcing a unique instrument, OECD Publishing. Unlike in the traditional globalization platform that relied and was based on the concept of the capitalism framework operations, the current globalization platform is different. In this case, the global market has changed with the evidenced increased controls and regulations by respective global governments. In this regard, classified under the new rules of globalization, the OECD developed an operational framework through which subscribing nations would base their regulations and controls of the MNCs in their economies. In particular, the regulations control issues in human rights, social responsibilities as well as environmental control. The inclusion of this literature in the analysis seeks to establish the role of new globalization rules and its implications on internationalization business operations. As such, the analysis will seek to establish how the presence and development of these rules influenced the selected venture new market entry, expansion as well as strategic operations over the years. 3. Hanns, J., 2007, International business strategy in emerging country markets: the institutional network approach, Edward Elgar, Cheltenham, UK; Northampton, MA The article develops an argument on the relationship between external business environments and adopted business strategies. In this case, if develops a diversified case study analysis where it evaluates the existing international business environments in Asia and Europe. In this regard, it establishes the prevalent distinctions between the markets and how such differences impact on the adopted business models. The inclusion of this evaluation seeks to incorporate the role of external environment in the development and execution of internationalization business strategies. As such, the inclusion of this study will serve as a critical component in analyzing the strengths and weaknesses of the selected company internationalization strategies. C. Electronic journal Articles 1. Deeksha S., 2012,"Emerging economies and multinational corporations", International Journal of Emerging Markets, vol. 7 no. 4 pp. 397 – 410 The article addresses the implications of emerging economies characteristics on respective MNCs expansion and market entry strategies. As such it holds that geographic and cultural characteristics have implications on adopted entry and expansion strategies “Clearly, MNCs cannot ignore the importance of emerging economies and emerging economy firms in designing their global strategies. In addition to the importance of the phenomenon, the rise of emerging economies is also of theoretical importance for IB scholar.” (p.399) The use of this article in the analysis will enhance the evaluation of the companies adopted expansion strategies with respect to the existing diverse foreign market characteristics, subsequently establishing their relevance and appropriateness. 2. Williams, B., 2002, “The Defensive Expansion Approach to Multinational Banking: Evidence to Data”, Financial Markets Institutions & Instruments, vol. 11, no. 2, pp. 128-203 The article develops an argument on one o the market expansion and venture hypothesis classified as the defensive expansion approach. Through this approach and a review of the financial industry as a case study, the study evidences that a majority of the firms establish new ventures as a mechanism to follow their consumers abroad rather than targeting unknown consumers. The application of this study serves to explain why the selected company foreign markets evidently share their macro economic factors traits such as culture and political environments. “Brimmer and Dahl (1975) argued that the restrictions imposed by the Interest Equalization Tax (IET) and the Voluntary Foreign Credit Restraint Program (VFCRP) hampered the ability of U.S. banks to fulÆl the offshore requirements of existing clients, particularly those with subsidiaries overseas. By expanding to overseas locations, particularly London, and providing offshore facilities via the Euromarkets, the impact of the IET and VFCRP could be mitigated” (p.130) This article will be evaluated under the report external analysis section where the respective external market regulations in USA, Asia and Europe will be evaluated. 3. Yamashita, N., & Fukao, K., 2010, “Expansion abroad and jobs at home: Evidence from Japanese multinational enterprises”, Japan and the World Economy vol. 22, pp. 88–97 The article develops an argument on the implications of MNCs expansion to foreign markets on their domestic markets economic conditions. Based on the hypothesis that increased overseas activities lower the overall employment opportunities in home countries, the study evaluates statistics for Japanese MNCs between 1991-2002. It establishes that empirical evidences do not support the hypothesized argument. “Another factor influencing labour demand is the force of international competition. Tomiura (2004) and Bernard et al. (2006) confirm that manufacturing employment growth in developed countries is negatively related to a rapid increase of imports from low-wage countries.” (p.91) The analysis and inclusion of this study evidences the rationale and merits o increased globalization by MNCs venture into new international business markets to both the new and domestic markets. 4. Buckley, P, & Casson, M 1998, 'Models of the Multinational Enterprise', Journal of International Business Studies, vol. 29, no. 1, pp. 21-44 The article addresses the role of MNC structures and internal organizational layouts in enhancing increased expansion and new market entry success. In this regard, the study raises the fundamental question and discussion on whether an organisations business model as well as operational structures organization serves as competitive advantage in venturing into the foreign markets. In this regard, the study evidences the existence of such a relationship. “The variables entering into the theory do not have to be of a strictly economic nature. The criterion for inclusion is that they are analyzed from a rational action point of view (Buckley and Chapman, 1996). A good illustration here is the analysis of international joint ventures (IJVs), where economic factors, such as market size, are supplemented by technological, legal, cultural and psychological factors to generate a satisfactory model (Geringer and Hebert, 1989).” (p.26). The inclusion of this article argument helps explain the internal expansion success factors for the selected company. This will be evaluated against the company’s internal analysis report section. D. Internet Sources 1. Nachum, L., 2011, International Business Strategy: A Journey of Its Own. Forbes, [Online] Available at [Accessed September 20, 2014]. The article argues on the challenges and misconceptions of majority businesses in their internationalization approach. In this case, the study develops the argument that the idea of standardization and application of similar business practices is a major misconception. As such, it discuses on the eminent and consequential challenges of minimal or failure by business organisations to conduct specific market studies. The inclusion of this argument will enable establish some of the challenges the selected company faces and their possible remedies. The article is features in the Forbes website, making it reliable and authoritative for inclusion in the analysis 2. Polak, M., & Wojdyga, L., 2013, Problems and Challenges in Implementing Internationalization Strategy, [Online] Available at < http://www.hit.ac.il/.upload//minisites/tempus-iris/assets/WUT_Marek_polak_Presentation_IRIS_Kick-off.pdf> [Accessed September 20, 2014]. The article adopts a case study of the Warsaw University of Technology internationalization approach. In this regard, it develops the argument that internationalization should be pegged and based on not only the respective foreign markets, but also the organizational operational industries. Therefore, its development establishes an added external factor on internationalization, industry. This line of argument is different from other articles that majorly focus on market macro economic factors. Its inclusion in the evaluation will facilitate the explanation of industry factors role in the selected company internationalization strategies and practices. The article features under the authorship of reputable authors making it credible and reliability. 3. Bol, A., 2013, The benefits of true internationalization, [Online] Available at < http://www.universityworldnews.com/article.php?story=20130622124844262> [Accessed September 21, 2014]. The article offers a conclusive summation of the business internationalization topic. In this regard, it focuses and establishes the final results of a successful internationalization process, under its review on advantages of internationalization. Among the enumerated issues in the article include competition reduction through increased risk spread, increased profit gains, rejuvenation of products life through introducing them to new markets as well as the establishment of new market segments and niches in the foreign markets. The inclusion of this article will offer a theoretical approach to analyzing internationalization benefits achieved by the selected company. The article is one among a series of educative articles featuring in the University world news website. Due to the established cite credibility, the article emerges as reliable for analysis use in the study. E. Progress What are the internationalisation influencing factors? Based on an evaluation of the literature and Coca-Cola Company, this outline establishes that the literature as well as the organizational background analysis is enough for the intended analysis on both internal and external internationalisation influencing factors. F: Research Plan Executive Summary (100 words) 1.0 Introduction (200 words) Introduce international business Rationale for increased globalization and MNCs internationalization The thesis statement: Evaluation of Coca-Cola internationalization strategies challenges and merits. 2.0 Internal Analysis (500 words) The evaluation will apply the SWOT (strength, weakness, opportunities and threats) analysis audit. The analysis of the organizational internal audit will form a basis for evaluating its internal competitiveness, strengths as well as challenges that have a bearing on its adopted strategies. 2.1 Strength 2.2 Weakness 2.3 Opportunities 2.4 Threats 3.0 External Analysis (500 words) The evaluation will apply the PEST macro-economic evaluation tool. The evaluation and establishment of macro-economic factors diversity across foreign markets grouped under the USA, Europe and Asian segments will help evaluate how each of the markets analysis has influence the organisations expansion strategy. 3.1 Political analysis 3.2 Economic analysis 3.3 Social analysis 3.4 Technological analysis 4.0 Industry Analysis (500 words) The evaluation will analyze the industry based through a porters five forces model. This is based on the argument that the existing global beverage industry conditions have their influence on the adopted Coca-Cola Company internationalization strategies. Thus the review will evaluate each industry aspect and relate each with adopted business internationalization strategy 4.1 Suppliers Analysis 4.2 Buyers Analysis 4.3 Competition Threat 4.4 New Entrants Threat 4.5 Substitution Risk 5.0 Conclusion (200 words) Summarize the study analysis Establish various internationalization strategies Develop a recommendation for established internationalization strategies adopted by Coca-Cola. References Bol, A., 2013, The benefits of true internationalization, [Online] Available at < http://www.universityworldnews.com/article.php?story=20130622124844262> [Accessed September 21, 2014]. Buckley, P, & Casson, M 1998, 'Models of the Multinational Enterprise', Journal of International Business Studies, vol. 29, no. 1, pp. 21-44 Caves, R. E., 2007, Multinational enterprise and economic analysis, Cambridge University Press, Cambridge: New York. Deeksha S., 2012,"Emerging economies and multinational corporations", International Journal of Emerging Markets, vol. 7 no. 4 pp. 397 – 410 Hanns, J., 2007, International business strategy in emerging country markets: the institutional network approach, Edward Elgar, Cheltenham, UK; Northampton, MA Nachum, L., 2011, International Business Strategy: A Journey of Its Own. Forbes, [Online] Available at [Accessed September 20, 2014]. OECD, 2010, Annual Report on the OECD Guidelines for Multinational Enterprises 2010: Corporate responsibility: Reinforcing a unique instrument, OECD Publishing. Polak, M., & Wojdyga, L., 2013, Problems and Challenges in Implementing Internationalization Strategy, [Online] Available at < http://www.hit.ac.il/.upload//minisites/tempus-iris/assets/WUT_Marek_polak_Presentation_IRIS_Kick-off.pdf> [Accessed September 20, 2014]. Williams, B., 2002, “The Defensive Expansion Approach to Multinational Banking: Evidence to Data”, Financial Markets Institutions & Instruments, vol. 11, no. 2, pp. 128-203 Yamashita, N., & Fukao, K., 2010, “Expansion abroad and jobs at home: Evidence from Japanese multinational enterprises”, Japan and the World Economy vol. 22, pp. 88–97 Read More