International Marketing Strategy of Coca Cola Company

The essence and objectives of international marketing

Dossier / Travail , 2017 , 32 Pages

Gestion d'entreprise - marketing en ligne et marketing hors ligne

The subject of the study is marketing in international markets, the subject of research is the essence and the system of it. The purpose of the paper work is to analyze the principles of international marketing, to consider this kind of activities in The Coca Cola Company.

In conditions of transition to a market economy, one of the factors of effective functioning of economic entities is the access of these entities to international markets. Marketing, as experts emphasize, is not only a theoretical but also a predominantly practical discipline that arose and developed as a result of economic activity in a market. Marketing in the course of its development has widely used the advanced achievements of science, it is an arsenal of modern techniques and methods of various scientific disciplines that are used to solve a wide range of tasks. In the current conditions of development of the economic sphere of society, which are characterized by the intensification of competition in world markets, increasingly complex technological and organizational models of production, extreme information saturation and efficiency of foreign economic activity, is closely linked with the goals and methodology of using marketing tools. Moreover, its international aspects are significantly updated due to the further internationalization of the world economy, expansion of international trade, more dynamic and massive movement of capital and labor. In conditions of rapid market development, the application of marketing strategies is one of the most important functions for organizations. Every year the competitive situation grows and is increasingly complicated due to the expansion of the borders of foreign markets, the presence in the domestic market of foreign firms with significant experience of international business. In such conditions, the growth of competitiveness in demonstrated by organizations that carry out their activities not only on the domestic market, but also on foreign markets. Organizations can count on successful conduct of business in foreign markets only if they have a good knowledge of the world situation and own the economic situation in international markets, which is connected with the need to have not only advanced achievements in the production of goods but also with effective marketing abroad. Today, the study and application of international marketing by organizations in their activities becomes a necessity.

Table of Contents

Introduction

The Essence and Objectives of International Marketing
The Concept and Essence of International Marketing
Principles and Methods of International Marketing
International Marketing Concepts and Features of Transition to International Marketing

Characteristics and analysis of the international marketing activities of The Coca Cola Company
Characteristics of the activities and history of The Coca Cola Company

International Marketing Strategy of Coca Cola Company
The Implementation of the Strategy of Coca Cola on the example of Different Countries

American Dream

Water Plans

Conclusion

List of References

• Université: ESC Dijon Bourgogne - Burgundy School of Business
• Auteur: Umut Çelik (Auteur)
• Année de publication: 2017
• Pages: 32
• N° de catalogue: V374307
• ISBN (ebook): 9783668516281
• ISBN (Livre): 9783668516298
• Langue: anglais
• mots-clé: International, Marketing, Strategy, Coca Cola, Marktes, System, Essence, Economy, Expansion