Caselet Code : CLIM015
Publication date : 2005
Subject : International Marketing
Industry : Food & Beverages
Length :
 3 Pages
Price :  Rs. 50 (Detailed Pricing Info)

To download this short case study (No. CLIM015) click on the link below, and select from the list:

» International Marketing Caselets

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Abstract

The expansion strategies of soft drink giant, Coca-Cola form the core of this caselet. The caselet goes on to explain the strategies that the company adopted for operating in various countries of the world. It focuses on how Coke adapted itself to the cultural variations in different countries and explains how Coca-Cola reaches customers across the globe through a strong dealer network.


Issues:

» Marketing strategies adopted by Coke
»  Various promotional strategies employed by Coca-Cola
» How international expansion of Coca-Cola was carried out
» Variants of Coke to suit Chinese palate
» Differentiation strategies of Coca Cola
» Coca-Cola -- Putting distribution network to best use


Key words:

Coca-Cola Company (Coca-Cola), trademark, product portfolio, soft drinks, isotonics, customized marketing, promotional strategies, coupons, globalization, aggressive strategies, marketing research, standardized strategy, universality, culture, China International Beverage Festival, distribution network, franchise system.

Questions for Discussion:

1. "Coca-Cola's customized marketing and promotional strategies had enabled the company to overcome the cultural and language differences and succeed in the global market." Discuss.

2. Do you think Coca-Cola is right in excessively relying on marketing research and its distribution network to increase its sales volume? Justify your stand.