International Marketing Management

ASSIGNMENT QUESTIONCASE STUDY: COCA-COLA’s MILIEU
The marketing department of Coca-Cola develops core strategies for company brands to make sure that all communication is consistent in all the markets. With a combined effort, the Coca-Cola system attempts to maximise its resources for profitable growth and market leadership. The marketing
departments are responsible for product’s advertisement, marketing and promotion. If all these departments perform their duty effectively, then the objectives of the Coca-Cola Company will be met. Coca-Cola agreed to swap some brands and buy a 17% stake in Monster Beverage Corporation for about $2.15 billion, increasing its bet on the rapid growth of the energy-drink market.

Under the agreement, the two companies will share their production, marketing and distribution. Marketing intermediaries aid the company in promoting, selling and distributing its goods to the end customers. Intermediaries encompass marketing agencies, distribution firms and resellers. For example, in a deal, Coke joined hands with a US-based company Wendy that it will provide coke to all the fast food chains located in the US. In this case, Wendy is an important example of intermediary for coke. Suppliers offer raw materials and resources that are required by the firms to produce goods and
services. For example, bottling partners is a company-owned entity, namely Hindustan Coca Cola Beverages Ltd. Suppliers always play a crucial role in the operations of every firm. 

Customers of coke differ massively in terms of age. From kids to youngsters, youngsters to elders and elders to older people, coke has always captured high customer attention for decades. For example, with the help of market survey, Coke finds that one million US population drinks coke with breakfast every single day. This is how coke has been favourite drink of customers for centuries. Recent survey shows that coke is the only product in the world of which more than 85% of the population is well aware. All companies have to keep updated study of their customers. In case of coke, the company has always maintained excellent customer retention. Coca Cola’s annual Stakeholder Panel is particularly insightful with members of the Panel drawn from NGOs, academia, investors, trade associations, suppliers and other technical experts. The Panel’s scope is to identify emerging risks and opportunities, and to encourage company demonstrate ever-greater leadership and innovation.

QUESTIONS
1. What are the micro business environment components of Cola-Cola as in the case mentioned above? How does these factors affect the business performance of Coca-Cola?
2. Discuss the type of market entry strategy Cola-Cola is adopting.
3. Describe the global marketing approach adopted by Cola-Cola.
4. How has Coca-Cola maintained its customer base?
5. Identify the type of market research used by Cola-Cola.