Identify the environmental factors that affect global and domestic marketing decisions - Essay Example

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Name Name of Professor A Review of Coca-Cola’s Global Marketing Strategy Introduction The brand equity of Coca-Cola has been recognized as one of the strongest in the world. They are seeing the entire globe as an integrated whole and standardized marketing technique is being applied by the company…
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Identify the environmental factors that affect global and domestic marketing decisions
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"Identify the environmental factors that affect global and domestic marketing decisions"

Download file to see previous pages Due to the effective and competent marketing research and development of Coca-Cola it was able to manufacture and distribute worldwide. Coca-Cola is evidently a transnational organization. Even though the main office of Coca-Cola is in Atlanta, Georgia, USA, the beverage magnate is greater than merely an American firm with several branches abroad (Gillespie & Hennesy 2010). It is genuinely an international business. Almost 80% of the operating income of Coca-Cola (Ferrell 2007) originates from its operations overseas. Influence of Global Economic Interdependence and Trade Practices and Agreements Trade agreements smooth the progress of joint enterprises, franchising, distribution systems, and other global transactions between and among companies. Products of Coca-Cola are manufactured and distributed in a large number of countries all over the world. National governments curb barriers to trade like tariffs cutback and funding that took place specifically a decade (Gillespie & Hennessy 2010). This has been one of the major reasons compelling Coca-Cola to spread out globally. In the meantime, there has been an increasing financial market deregulation since 1980s. This has involved abolishing floating of currencies and exchange regulations (Ferrell 2008). This aids Coca-Cola in identifying financial deal globally. Lifting regulations on interest rate permits the company to take advantage of overseas lending effortlessly, with the intention of reaching the global market (Gillespie & Hennessy 2010). The financial market deregulation has significantly enhanced competition and promotes remarkable escalation in worldwide financial movement (Gillespie & Hennessy 2010). In sum, Coca-Cola has effectively reached the global market in reaction to the motivators of globalization. Importance of Demographics and Physical Infrastructure Coca-Cola has become successful through market segmentation and differentiation. For instance, the company recognizes that individuals with dynamic or hectic lifestyle will prefer beverages that have high contents of caffeine or glucose, like energy or sports drinks (Ferrell 2008). Likewise, the company is aware that children, teenagers, and young adults want sweet beverages (Ferrell 2008). This is how Coca-Cola uses the importance of demographics. For example, the company determined through market research that Coca-Cola Lite was considered a ‘female drink’ by males. Consequently, the company introduced a fresh product, named Coke Zero, which is intended for the male consumers (Gillespie & Hennessy 2010). In the meantime, the company is affected by physical infrastructure in terms of its response to the fast growing beverage market. Coca-Cola takes into consideration the capacity for expansion of its current factories, acquisition or building of other facilities, and acquisition of goods from other producer (Gillespie & Hennessy 2010). As an outcome of this consideration the company is able to choose the best sites or places at which to broaden or enlarge their production capacity. Influence of Cultural Differences Promotional campaigns of Coca-Cola have been in agreement with the local culture. An adjusted or localized marketing mix implies modifying the mix with the dominant economic, physical, and cultural differences in various countries. Diverse cultures and languages ...Download file to see next pagesRead More
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