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International Marketing - Essay Example

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Interbrand has placed Coca-Cola on the top of the Best Global Brand list. Since its inception in the year 1866, the company has undertaken various…
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International Marketing
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Download file to see previous pages attitudes of consumer sophistication and exploiting the opportunities for blending innovations with the company’s exclusive business operations (Belderbous & Zou, 2007).
Coca-Cola follows a perfect blend of standardisation and adaptation strategies for its marketing mix worldwide. It follows the standardisation approach by offering the similar range of beverages in the equivalent variants across the globe and communicates a uniform message in every international market so that the consumers can develop a strong brand image and develop associations with the same brand at a worldwide level. In order to reach the target market effectively in all its international operations, it has ensured that there is uniformity in its marketing mix that comprises of product, place, price and promotion.
The foremost area of focus is the product range offered to the consumers in the international markets. It has the same logo, brand image, target market, reputation, brand loyalty, brand awareness and perceived quality in foreign markets. The success of maintaining consistency among worldwide operations is the economies of scale that it has achieved by effectively integrating all its business operations. The contributing factor of the efficient economies of scale is the competent running of a large-scale system of franchising for its operations of bottling.
In terms of pricing, it has adopted a standardisation method by offering the varying variants of the products at affordable price ranges. The main aim of the company is to be the most easily accessible soft drink that people can buy anytime anywhere round the globe. For instance, it charges a constant price across the countries as it is offering consistent taste and quality to the customers by implementing the standard operating procedures and processes in all its manufacturing plants. A standard price allows consumers to trust the brand and this also adds on towards the credibility and brand loyalty of the consumers towards ...Download file to see next pagesRead More
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