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Coca-Cola's Global Marketing Strategy: A Go-Stop Signal Framework Analysis
- 1 Business school, Newcastle University, Newcastle, England
- 2 Management school, Sheffield University, Sheffield, England
* Author to whom correspondence should be addressed.
Abstract
The article employs the Go-Stop signal framework to examine Coca-Cola's global marketing strategy, with a view to identifying the factors that either encourage or deter consumer purchases. However, a key limitation of the research is its focus on Coca-Cola, which may not fully capture the diverse challenges faced by other global brands with different market dynamics. The article employs the Go-Stop signal framework to analyze Coca-Cola's global marketing strategy, identifying factors that encourage (Go signals) and inhibit (Stop signals) consumer purchasing decisions. Coca-Cola utilizes a variety of Go signals, including product diversity, emotional branding, and competitive pricing, to strengthen consumer loyalty and expand its market. These strategies are tailored to diverse cultural contexts, as seen in the localization of products like garlic-flavored Coke in Japan. Concurrently, Coca-Cola mitigates Stop signals, such as health concerns and environmental issues, through innovations like Coca-Cola Zero Sugar and sustainable packaging. The company also leverages data analytics to adjust its marketing strategies based on consumer behavior, ensuring relevance across different markets. The Go-Stop framework proves effective in guiding Coca-Cola’s global marketing efforts, allowing it to remain a dominant brand by responding to evolving consumer demands, economic conditions, and environmental concerns. This paper highlights the importance of balancing Go and Stop signals in maintaining Coca-Cola's global presence and brand loyalty.
Keywords
Go-Stop Signal, Global Marketing Strategy, Brand Loyalty, Product Localization, Sustainable Packaging
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Cite this article
Hong,P.;Luo,K. (2024). Coca-Cola's Global Marketing Strategy: A Go-Stop Signal Framework Analysis. Advances in Economics, Management and Political Sciences,136,159-163.
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the 3rd International Conference on Financial Technology and Business Analysis
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