Download pdf
The Global Strategy of Coca Cola
- 1 University of Nottingham Ningbo China
* Author to whom correspondence should be addressed.
Abstract
This report evaluates the global strategy for Coca-Cola, a multinational carbonated drinks brand. Coca-Cola faces competition from major players like PepsiCo, Nestle, and Red Bull. To expand its presence internationally, Coca-Cola primarily utilises licensing and joint ventures as entry modes. The company employs a combination of global and local marketing strategies to enhance its global integration and local responsiveness. However, the report recommends that to mitigate IP theft in a licensing agreement, Coca-Cola needs to conduct thorough due diligence among potential partners. Secondly, it suggests a transition towards offering healthier beverage options to align with changing consumer preferences. Lastly, the report advises Coca-Cola to adopt a transnational strategy that focuses on both global integration and local responsiveness, optimizing market opportunities while catering to specific market needs. The implementation of these recommendations will enable Coca-Cola to maintain its competitive edge, safeguard its intellectual property, tap into the growing demand for healthier drinks, and effectively navigate the complexities of diverse markets, ensuring sustained growth and success.
Keywords
cola, global strategy, seeking, competitors, architecture
[1]. Cocacola.com(2023)abouttheCoca-ColaCompany.https://investors.coca-colacompany.com/about#:~:text= The%20Coca%2DCola%20Copany%20(NYSE,and%20other%20sparkling%20soft%20drinks, last accessed 2023/6/15.
[2]. Statista (2022) Carbonated soft drinks worldwide. https://www.statista.com/outlook/cmo/non-alcoholic-drinks/soft-drinks/carbonated-soft-drinks/worldwide, last accessed 2023/6/15.
[3]. Skyquest Technology (2022) Global carbonated beverages market. https://www.skyquestt.com/report/carbonated-beverages market#:~:text=Global%20Carbonated%20Beverages%20Market%20Insights,period%20(2023%2D2030), last accessed 2023/6/15.
[4]. Thusyanthy, V.: Health consciousness and brand equity in the carbonated soft drink industry in Sri Lanka. International Journal of Business and Management, 13(3), 188-195 (2018).
[5]. Sinha, A., Chatterjee, P.: Coca Cola enter two new categories of health drinks. (2018). https://www.businessworld.in/article/Coca-Cola-Enters-Two-New-Categories-Of-Health-Drinks/03-05-2018-148148/, last accessed 2023/6/18.
[6]. Food Business News. (2022) Nestle holds top spot as world’s most valuable. brandhttps://www.foodbusinessnews.net/articles/21976-nestle-holds-top-spot-as-worlds-most-valuable-brand, last accessed 2023/6/18.
[7]. Lavito, A. (2019) Harvard researchers say soda and sports drinks increase the risk of dying from heart disease and breast and colon cancers. https://www.cnbc.com/2019/03/18/harvard-researchers-say-soda-sports-drinks-increase-risk-of-dying.html, last accessed 2023/6/20.
[8]. Hollensen, S.: Global Marketing. London: Pearson (2018).
[9]. Peng, W.: Global Business. New York: Cengage (2016).
[10]. Bapna, A.: Coca-Cola goes big bang with its marketing strategy this world cup. (2019). https://brandequity.economictimes.indiatimes.com/news/marketing/coca-cola-goes-big-bang-with-its-marketing-strategy-this-world, last accessed 2023/6/22.
Cite this article
Zheng,W. (2023). The Global Strategy of Coca Cola. Advances in Economics, Management and Political Sciences,43,185-191.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).