coca cola company has been noted to be among those with successful business strategies in the world market. Also, it is a large corporation with over 70,000 employees. It has established its brand in over 200 countries including Japan. Out of the 70,000 employees, 59,000 are spread out in the 200 nations across the globe. The case study provides the history of coca cola Company regarding strategies it has employed in the past and the rate of their success. The one-size fits all approach used by Goizueta served the company till his successor took over in the 1990s. The company’s primary problem was crafting and executing an effective strategy to utilize its vast resources across the 200 countries.
Throughout the history of the company, as provided by the case study, the company has shown failures concerning crafting a perfect strategy. Efforts of Goizueta to globalize the busi- ness resources working on the premise that coca cola had successfully penetrated the local US markets as opposed to the international ones failed. Trying to renew his efforts, Goizueta’s suc- cessor adopted the global strategy, but as small and local competitors started springing up, this plan lost its support. It was then that the company shifted its strategy to localize its resources more effectively. Goizueta’s strategy was sound, but its limitations forced the management to shift to localization strategy where the local managers have more control. The second problem arose with the localization strategy where goods were customized to meet the profile of the local people and culture. People would prefer a localized product but as Neville Isdell believed, all the other fea...
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...strategy and global- ization. It is recommendable for the Coca-Cola Company also to install systems that would allow its local brands to reach people across the world. In this sense, the local products can identify and serve new markets allowing them to serve as international and local brands. The marketers at Coca-Cola should focus on linking the global and local marketing efficiencies. They are to in- crease when the marketers use one language, use the same metrics to measure performance, em- ploy similar core technologies and learn to improve from the internal failures. Finally, coca cola should ensure that local teams have access to information about all its global assets. Access to the data and information would allow the local managers to make informed decisions regarding the production and sales of their carbonated and non-carbonated beverages. (Bolman, 2014)
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