(positive or negative) of standardization and adaptation on performance some authors believe that a relationship between standardization and performance does not exist (samiee & roth, 1992. With the rise in global demand for coca cola the company has had to adapt its product and marketing techniques to the countries that they want to sell their product in coca cola has done this in a number of different methods without hurting their initial brand image. 3 abstract purpose: the purpose of this thesis is to investigate how a multi-national company can adapt its business marketing strategy to emerging markets methodology and research approach: the research approach of the thesis was a case study of cci in turkey and kazakhstan to see how the company can. If we consider coca-cola's global strategy with reference to ansoff's (1957), illustrated in figure 8, it highlights a clear strategic evolution in the case of the coca-cola company.
The question of standardization or adaptation affects all avenues of a business’ operations, such as r&d, finance, production, organizational structure, procurement, and the marketing mix whether a company chooses to standardize or adapt its operations depends on its attitudes toward different cultures. The coca-cola company - standardisation & adaptation 2230 words | 9 pages the company was founded in 1886 and is currently headquartered in atlanta, georgia, usa. Standardization and adaptation of 101016/jsbspro201409080 10th international strategic management conference standardization and adaptation of international marketing mix activities: a case study ali ekber akgã¼na , halit keskinb , hayat ayarc, c a,b,c gebze institute of technology, kocaeli, 41400, turkey abstract despite increasing.
Annual report 1998) it is a business with a p0pular, affordable product, with a strong foothold in many countries the strategic positioning of coca cola 291 the global soft drinks market is dominated by 3 household names: coca- cola. The coca-cola company, founded in 1886, is the world leading standardisation or/and adaptation many have written on topics related to global strategy, but only a limited. Iso focus+ asked gary brewster, operational sustainability director, coca-cola hellenic, to comment on some of the key benefits of iso 14001 implementation, and on the integration of several management system standards. (coca-cola company, annual report, 1998) it is a business with a popular, affordable product, with a strong foothold in many countries the strategic positioning of coca cola 291 the global soft drinks market is dominated by 3 household names: coca- cola, pepsico and cadbury-schweppes. With the global roll out of its one brand strategy, coca-cola is making its “biggest strategic change in the history of the company”, according to the brand’s cmo marcos de quinto.
Product standardization and adaptation in international marketing: a case of mcdonalds i abstract companies marketing their products and/or services overseas are faced with the. This paper covers the global marketing strategies of coca cola company, it provides information how different strategies of coke failed and how coke learned to customize it strategies and creating a blend of two strategies coke's international marketing strategy uploaded by syed hassan raza standardisation, adaptation uploaded by. The tactic may seem a bit silly today, but the 36-degree standard was just another example of establishing coca-cola as a premium product that was worthy of more attention than any of its competitors. The coca-cola company - standardisation & adaptation topics: coca-cola coca cola company is one of the biggest global manufacturer, marketer, and distributor of non alcoholic beverages the company sells concentrates and syrups to authorized canning and bottling operators. Standardisation versus adaptation in a globalisation context challenge this is the challenge facing primarily multinational firms whether to standardise their local offering or adapt/localise it for the market they are selling into.
Ahmet c bozer, president of the coca-cola company’s eurasia and africa group, has spent his career demonstrating how a large international company can build a strategy and structure itself to compete in emerging markets. Marketed company that has found success all over the world and by having the ability to find the right balance between worldwide standardization and domestic adaptation has made coke the number one brand in the industry (armstrong, 2005. The coca-cola company is an american corporation, and manufacturer, retailer, and marketer of nonalcoholic beverage concentrates and syrups the company is best known for its flagship product coca-cola , invented in 1886 by pharmacist john stith pemberton in atlanta , georgia [3. Standardisation strategy is used to full extent by many global businesses across wide range of industries such as adidas, nike, coca-cola company, unilever, johnson & johnson and others standardisation is mainly a client in relation to industrial types of products because industrial products are purchased from the same reasons all over the world.
Standardization vs adaptation the first view is the standardization standpoint (as proposed by jain, 1989 levitt, 1983) according to these authors, supporters of standardization believe that there is a union of cultures with similar environmental and customer demand around the globe. The coca-cola company is the world's largest beverage company and is the producer and marketer of soft drinks the coca-cola company ( nyse:ko ) has a market cap of $1172 billion its shares were traded at around $508 with a p/e ratio of 159 and p/s ratio of 38. Assignment sample coca-cola global marketing strategy global marketing strategy: standardization or adaptation - coca-cola case study introduction as domestic markets mature, it is becoming more and more fashionable for organizations to seek growth through opportunities in foreign countries faster. A) the coca-cola company supports its coke brand by utilizing global and local marketing mix b) apple is synonymous with cutting-edge innovation and high-tech design c) italy's benetton utilizes marketing as a knee-jerk reaction to world marketing needs.
Coca-cola is a consistent major sponsor of the world cup buda mendes/getty coca-cola went from a cocaine-infused elixir in 1886 to a ubiquitous sugary drink by 1929. The coca cola company, with its experience in serving the world for more than a century, has excelled in the art of global marketing by customizing its products according to needs and also by maintaining the core brand coca cola or simply coke across the world. The coca-cola company - standardisation & adaptation abstract the coca-cola company is the world’s leading beverage company, with markets in over 200 countries and over 1,100 brands under their portfolio the company was founded in 1886 and is currently headquartered in atlanta, georgia, usa.