Sunday, October 6, 2013

Ch. 5 - Developing a Global Vision

     Coca-Cola has been extremely successful in developing a global vision. 75% of Coca-Cola's revenue comes from foreign sales. Seeing that Coca-Cola receives 75% of it's income from foreign markets, a big concern for them recently has been the depreciation of the U.S. dollar, especially since the economic recession of 2008.

      Coke is sold in over 200 countries world wide, yet their formula remains the same globally. They globally standardize their products, so no matter where you are in the world, you know exactly what beverage you are getting. Coke uses the same or similar marketing mix world-wide. They're popular slogan "Coca-Cola. Enjoy" was translated into different languages and used in over 140 countries.

     Coke has gained mainly they're global market share in three ways:
  1. Constructing bottling plants in foreign countries to produce a cheaper product.
  2. Advertising campaigns to gain international recognition. (94% of the worlds population recognizes the Coca-Cola logo)
  3. Direct investments close to their target markets.
    

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