International marketing Assignment Example | Topics and Well Written Essays - 2750 words

International marketing - Assignment Example 67). The Coca-Cola brand is currently sold in over 200 countries. The Coca-Cola Company head quarter is situated in Atlanta, Georgia (Susan, Douglas &Samuel 2005, p.91). The company has as well employed over 300, 000 employees around the world. Over 70% of the company’s products are sold in international market. Due to its accessibility and subsidised cost, the brand has turned out to be one of the most preferred soft drink in the world. The company’s success in global market is significantly brought about by its effective globalisation strategies and strong foothold in many countries. The company’s main competitors are: Cadbury-Schweppes and PepsiCo. Coca-cola however clams over 47% of the global market, with PepsiCo and Cadbury-Schweppes claiming 21% and 8% respectively. The essay below therefore seeks to unveil the Coca-Cola Company standardisation strategy and its impacts to global market. ... The main aim of this strategy is to integrate its global operation by encouraging strong organisational culture. Coca-Cola Company has in the last 25 years systematically changed its standardisation strategy to meet market demands and customers’ needs (Calof & Beamish 2005, p. 131). 1996 standardisation strategy In 1996, the company adopted a very rigid standardisation strategy which was aimed at producing similar flavour of coke brand to all countries across the world. The company as a result produced Coca-Cola brand with similar quality, quantity, and content in all its global production plants (Coca-Cola website, 2012, par. 4). The bottle design and branding were as well identical. This strategy was different from the previous strategy which focused on producing dissimilar brand in different markets. The new strategy was therefore, represented by tagline â€Å"think global, act global†. The strategy proved to be very success in many parts of the world (Zyman 2009, P. 23). As a result, the company registered one of its highest profits in its history. In 1997, the Coca-Cola Company earned 67% of its total revenue. Standardising its products also popularised the company’s Coca-Cola products in global market. Standardising global finance Following the 1999 financial crises in Asian countries, the Coca-Cola Company decided to improve its strategy by standardising its global prices. This was due to the huge loss that was incurred by the company in 1999 financial year. The company witnessed a one third decrease in its profit. To prevent future loss, the company opted to harmonise the prices of its products in the world in order to dominate the global market. To ensure acceptability and profitability of the Coca-Cola brand, the company used loss

W4Q Follow Up-Managing Individuals and Their Behavior for Assignment

W4Q Follow Up-Managing Individuals and Their Behavior for Organizational Effectiveness - Assignment Example the cultures have undergone an immense change under the impact of current globalization and advancements in the communication technology which renders the results of Hofstede’s study as obsolete. Wibbeke and MacArthur (2013) studied the cross cultural leadership competencies called geoleadership that explain the leadership competencies of a person in culturally diverse environment. These dimensions include A capable leader has the skills to develop strong professional relationships based on trust and respect with people from other cultures across the horizontal and vertical hierarchy of the organization. Each project is unique in terms of its context, environment, objectives and the individuals who are part of the project team. Schwartz (1992) highlights that most of believe in universalism of our values. Lomranz (1976) argue personal space as the right distance measured by the cultural values. Evans and Edward (1973) describes that few cultures close distance between the persons is common like in Mediterranean cultures while in other cultures people maintain a specific distance. People from Vincentian culture may find the people from Jamaican culture as aggressive simply due to their high tone of voice. Wong (2007) is of the opinion that America culture values originality and distinctiveness at workplace despite the importance of team work where Americans may view cultures as weak who do not possess such characteristics which is a misconception than truth. Further, American businesses may seek benefit from characteristics of support and agreement in other cultures. The freedom of s peech and expression of personal views in a fearless manner can be valuable for people from cultures who do not encourage such behavior. Bond et al (1985) explains that friendly insults are acceptable in American culture. Similarly, American culture is time bound is they tend to maintain their schedules for meetings and other activities where perspective of time may be quite fluid