Coca-Cola Company at Global and Local Markets


Globalization is the process of more intense connection and integration between individuals, groups, organizations, and governments on the political, social, and economic levels. Globalization has risen as a result of improved communication and information technologies that allow people to move freely across boundaries. Internal trade, as well as sharing of ideas and cultural diversity, has significantly increased. Several well-known corporations have leveraged globalization to grow their operations abroad and all over the world, a prime example being the Coca-Cola Company. The organization mentioned above is an international beverage enterprise located in the United States of America.

The corporation is best recognized for manufacturing the Coca-Cola drink. A pharmacist known as John Stith Pemberton did create the sweet beverage in 1886 (Murthy & Leelavathi, 2019). In addition to non-alcoholic refreshment concentrations as well as syrups, the corporation manufactures, distributes, and advertises alcoholic drinks. The stock of the corporation is traded on the New York Stock Exchange (Murthy & Leelavathi, 2019). A local Market refers to an area of a state where a retailer can purchase a product from two or fewer industry participants, which generates income for fewer businesses than before. A local market involves the sale of perishable items used daily because the cost of transporting such products is high. However, producers still sell their goods in other communities even though they are frequently transported from a great distance.

Coca-Cola’s History and Business Area

Coca-Cola is the top global manufacturer, distributor, and marketer of syrups and non-alcoholic beverages. In 1886, Coca-Cola manufactured soda drinks bearing the brand name and sold them in more than 200 countries. The company’s mainstays include a variety of noncarbonated and non-alcoholic drinks, primarily carbonated soft drinks. Coke began by expanding its production in welcoming regions such as Guam and Europe. As customers grew used to its goods, the company decided to open markets in South Africa, Australia, Austria, Italy, and Norway (Mokhov and Ryabukhin, 2018). These areas were in good connections with the United States, making the development of commerce, transportation, and communication networks considerably simpler.

Amazingly, demand for Coke products increased even throughout World War II. The national government made a deal with the firm to provide Coke products to the military for not more than a penny per drink. To increase its client base, the corporation focused on forming alliances with global stakeholders such as the Olympics games and United Nations conferences; for instance, Coke’s name was everywhere during the Olympics. Due to customer base expansion in the 1980s and 1990s, production facilities were set up in countries including Vietnam, Germany, India, and Russia that were previously less stable. In addition, the business began planning about entering China during this period.

Coca-Cola is currently among the most well-known brands in the world. The firm produces a wide range of goods, many of which are beverages. Each company’s three primary markets have a specialized interest in creating specific drinks. This group includes hot beverages such as coffee and tea, soft drinks, and ice water. Pepsi leads the pack with 32% of the market share, while a vast number of other brands make up the remaining 25%. Coca-Cola provides a variety of beverages that account for 43% of the market share for soft drinks (Mokhov and Ryabukhin, 2018). In addition to Dasani, the most recognizable bottled water manufacturer, Coca-Cola retains a substantial market share for filtered water with twelve more brands. With more than 14 distinct hot beverage brands made from coffee or tea, Coca-Cola has recently entered the hot beverage market and is gradually growing its impact there.

In the 2000s, Coke started to get interested in social issues. With this, the global team is launching a brand-new marketing campaign. The company gave money to UN AIDS initiatives, relief operations following the Haiti earthquake, and the September 11 terrorist attacks. Since then, the company has participated in more humanitarian activities, sponsored NBA teams, and established co-marketing relationships with popular television series like American Idol.

With permission to sell more than 500 different beverages, Coco-Cola is also the biggest soda company in the world. Even though its specialization is sparkling products, the firm also makes Filtered water, juices, sports/energy drinks, and even prepared tea or coffee beverages available. The firm manufactures four world’s leading soft drinks: Fanta, Sprite, Coca-Cola, and Diet Coke. More than 200 nations across the globe are where Coca-Cola distributes its brands (Mokhov and Ryabukhin, 2018). The company’s primary goal is to interact with customers worldwide by providing them with a range of drinks to pick from. Stakeholders directly or indirectly support a business and may be influenced by its decisions or policies. Customers, workers, suppliers, and the community make up the company’s major stakeholders, and each of these groups is affected by globalization in both positive and destructive ways.

Globalization Impacts on the Market that Coca-Cola Operates

Market globalization includes the interconnectedness of national economies, the international character of the supply chain, manufacturing, trading, and investment activities, cross-border finance transactions, and the degree of competition among more participants. This phenomenon has been influenced by the rise of global economic growth and prosperity, the reduction of trade barriers, the establishment of regional economic blocs, and improvements in communication and transportation technology. The availability of Coca-Cola goods at the best times and locations has been made possible by the globalization of markets, which has benefited chiefly the company’s customers. Coca-Cola beverages are now widely available in the marketplaces close to consumers’ homes. Not only in the marketplaces but also through media shopping websites like Shoppe, customers may place orders. With the advancement of current technology, clients may now more easily search online for their items on a company’s website. This has assisted the business in attracting more customers and maintaining those customers’ confidence in Coca-Cola goods. The firm has broadened the scope of its commercial activities due to the globalization of markets and well-known brands in every country.

Additionally, as more businesses compete for clients, prices have decreased as a result of greater competition brought about by the globalization of markets. It has also improved communication between companies, allowing consumers to have a role in how a product is created per their preferences and tastes. The use of technology has also influenced customers by enabling them to conduct online searches for more product information, which has improved their ability to make decisions (Mokhov and Ryabukhin, 2018). Globalization Impact on the Culture and Traditions of Coca-Cola Company Market

Market culture is a form of corporate principles that encourages competition inside and outside the firm with external rivals and personnel. Of the four prevalent business culture classes, the market model happens to be the most significant competitive, and capitalistic. Workers are encouraged to institute stimulating purposes and work hard to accomplish these market cultures. Their performance is continuously evaluated and frequently rewarded or penalized. The focus on individual performance is believed to result in higher achievement for each person and, as a result, a tremendous success for the company.

Coca-Cola’s effect on many communities and cultures has grown: its influence may be seen in films, television shows, artwork, numerous advertisements, and vending machines on almost every street. Additionally, the company has gained favor with the authorities; this can be seen in South America, where the firm has affected the cuisine and spiritual practices of the area. For instance, religious brotherhoods in Latin America in the 1970s swapped from the local beverage, rum, to Coke to enable interaction with spirits while averting the growing frequency of intoxication. How Coke was adopted may be explained by the term Coca-Colonization, this outlines the changes in soft drink use-related health beliefs, economic progress, and dietary practices. The Tz’utujil Mayan is a case study on how the introduction of Coca-Cola to society had negative impacts. As the use of these sugary beverages rises, so did the number of instances of obesity, diabetes, and undernourishment in the neighborhood.

Cultural Impact View Brought About by Globalization

Cultural globalization is a process in which the diffusion of ideas and products causes the internationalization of ethnic qualities to be manifested in everyday activities. Globalization has been viewed as a trend toward uniformity that would eventually render the human experience nearly identical everywhere, pushed by the efficacy or attraction of wireless communication systems, automated economics, popular culture, as well as international travel. However, it appears that this is overstating the situation. Even though there are homogenizing tendencies, they are not even close to establishing a single global culture.

Local traditional healers give Coca-Cola a healthful beverage to treat sore throats and other diseases. Adverse side effects, including obesity and malnutrition, increase, as this beverage is more deeply ingrained in society. However, soft drinks such as Coke are typically less expensive than bottled water, lowering the frequency of waterborne illnesses. In the US, Coke has also been assimilated into several cultures. It is clear from their previous advertising efforts, which pushed the notion that Coca-Cola was necessary for each American holiday, including thanksgiving and July 4.

Waste minimization, about 88 percent of coca-cola packaging is currently recyclable as of 2019. To lessen the environmental impact of its products, Coke has pledged to use fewer raw materials. Replenishing water sources for drinking water are becoming increasingly scarce. Coca-Cola’s massive freshwater consumption because of being in the beverage business is one of their current problems. They have refilled around 160 percent of the waters they have utilized while searching for solutions to the problem. Reduced Carbon footprint is the quantity of carbon dioxide released into the environment as a byproduct of a company’s operations. Coca-Cola commenced lowering emissions of greenhouse gases in 2013. This company’s efforts have had a significant detrimental impact on the environment, economic difficulties, as well as human and animal health.

Economic, Political, and Social Impact of Globalization in General

The most glaring example of economic globalization is the introduction of market segments to foreign trade and investment in the late 20th century, which led to a sharp increase in agribusiness-related foreign direct investment (FDI). Food preparation took up a significant percentage of this investment, which could have accelerated the shift in diet and increased the prevalence of obesity. The nutritional change has also made importing less priced, higher-calorie meals from industrialized countries as opposed to those produced domestically, which is similar to how economic globalization has facilitated the import of calorie-dense foods. Regional political integration promoted regional cooperation (for instance, in the development of trade blocs). Still, it also resulted in measures such as trade barriers designed to protect member countries from foreign economic rivalry. Though it was impossible to predict how these political union manifestations might impact overweight in developing countries, it was clear that regional integration may be independent of merely economic causes.

Social and cultural globalization, which encompasses cross-border cultural mobility and open media, has enhanced how a society perceives the advantages of foreign diets and lifestyles (such as higher usage of vehicles and reduced calorie expenditures). Thus, the consequence of social globalization on obesity could be compared with the influence of expansion on many technological skills, which may be related to either a rise in the availability and consumption of cheaper, higher-calorie foods or a sustained decline in energy expenditure. Globalization and technological progress are all connected to urbanization, which provides a wider variety of food at lower prices, increasing the use of automobiles and other mechanical devices. This results in a loss of physical activity and an overall rise in fat and sugar intake. Due to their impact on energy density, these two components are probably responsible for weight increase. Due to technological development and globalization, the cost of eating calories has fallen while the potential worth of burning calories has grown, increasing the chance of obesity and being overweight.

Globalization Impact on Coca-Cola

Coke ran into many problems when it first started, including potentially fatal circumstances and the effects of its carbonated water, yet it is still the most popular soft drink today. The company’s ethical and safety practices are now widely recognized. Businessman Asa Griggs Candler originally acquired the company when cocaine was first created in the late 19th century as a patent medicine. Then he used aggressive marketing techniques to help Coke achieve its dominance. Because of globalization, the Coca-Cola Company has established several locations worldwide to guarantee that its customers may obtain their most beloved brand of product regardless of where they are physically located. Coca-cola sells its products in 200 different countries and makes around 35% of its revenue in the US. Mexico, China, Brazil, and Japan have the most considerable unit case volumes outside the US (Murthy & Leelavathi, 2019). Coca-Cola, which has its global headquarters in Atlanta, has over 290 offices, factories, warehouses, and other sites.

Globalization has immensely benefited The Coca-Cola Company by enabling it to grow its business in several countries worldwide. The company currently provides services to millions of customers in almost all the nations in the world. Customers are the most essential stakeholders in today’s businesses, not just those run by the Coca-Cola Company. Therefore, the company must ensure that customer needs, desires, and expectations are met. Since globalization ensures that, the company’s products are always accessible at the most convenient times and locations, customers of Coca-Cola have profited significantly. This is because globalization has made it possible for the corporation to establish several branches across the world, guaranteeing that its clients may buy the products of their favorite brands regardless of where they are physically located.

Positive and Negative Effects Globalization Had on Coca-Cola

Positive impacts of globalization include providing Coca-Cola Company access to a broader market and a more extensive consumer base. Instead of restricting sales to a single nation, a company may grow by entering new markets, increasing sales and, consequently, profits (Mokhov and Ryabukhin, 2018). Due to globalization, the Coca-Cola Company is expanding into regions where its cost of production is low. As a result, they can give consumers cheaper items since these regions have lower manufacturing costs. Secondly, it has resulted in a more robust economy as more nations turn to Africa to tap into the market there. Due to this, more jobs are being generated, assisting those living in these nations to earn higher incomes and enhance their standard of living. These investments by these corporations or foreign governments also boost the countries’ economies. Modern economies will profit in every sector they invest in as more investors search the world for investment possibilities. Because they rely on one another for commerce, the economies of various nations are becoming increasingly inter-connected because of globalization.

Thirdly, it promotes international Globalization and unites nations for peace and harmony so they may cooperate to accomplish common goals. For instance, world leaders have chosen to collaborate to fight climate change after comprehending its impacts due to globalization. Furthermore, countries engaging in frequent commerce with another are less inclined to launch attacks against it or seek confrontation. Fourthly, there is creativity; historically, increased trade, invention, and idea exchange have all been stimulated by the desire to earn a profit. They recognize that influential leaders’ ideas spread more widely. Additionally, increased variety and quality due to globalization have prompted businesses to enhance their products. As a result, consumers have access to a broader choice of higher-quality goods.

Negative implications of globalization include price fluctuations and increasing competition, which favors companies with the highest pricing. Price changes are inevitable due to competition; for instance, the US must frequently lower its pricing to keep up with those of China for the same product. China may have absurdly cheap pricing since its production costs are lower than the ones of the US. Price cuts would hurt Coca-Cola’s profitability for US businesses, which will cause them to take further steps like laying off employees.

Since the 1990s, Coca-Cola has been criticized for what some claim to be unethical actions in situations. Such aspects are entailing product safety, high level of competition, inter-racial prejudice, channel stuffing, distribution cases, harassment of union workforces, pollution, the exploitation of natural resources, as well as health-related issues. While some of these problems have already been addressed by the company through confidential agreements, other issues still exist and call for legal action. It has traditionally responded to ethical difficulties by trying to improve its detection and compliance processes, even though the company’s handling of diverse ethical issues has not always been commended. It will be interesting to watch if the business is ultimately able to overcome its ethical issues, learn from its errors, make the required corrections, prevent future occurrences, and preserve its position as a leader in the beverage industry.

Globalization Impact on Marketing Strategies and Communication of Coca-Cola

A marketing plan is an organization’s general approach to acquiring the impending consumers and translating them into customers of its merchandises as well as services. The method comprises the unique selling intention of the business, crucial product message, indicators on intended user demography, and other elevated features. Globalization has increased scope while decreasing focus; Coca-Cola now enormously influences its product or message because of rising globalization. Globalization has extended marketing horizons by removing national boundaries and expanding the reach to overseas clients. Businesses that have access to large markets may see a boost in revenue, while consumers gain from a complete range of products and affordable prices. Globalization inevitably broadens perspectives, but organizations must be careful to keep their marketing narrowly focused. One size does not fit all when it comes to advertising, marketing, and product creation. Businesses need to take the time to understand their target market and develop unique methods to draw in the desired customers in each place. Successful marketing campaigns require brands to constantly stay up to date with technological advancements, societal trends, and market competition in the various nations they intend to target.

Coca-Cola has invested much in developing an organizational culture that values open communication between management and employees. Communication at a firm is impacted by the culture and behavior that are adopted there. There are ways to share an observation or suggestion with management while ensuring that the author is acknowledged. Coca-Cola established excellent internal communications networks, such as phone expansions, corporate networks, webmail platforms, bulletin boards, and conferences, to promote the free exchange of data from and to administration. It is managed differently depending on the communication and the intended receiver to guarantee that only the authorized parties receive it. The company ensures that branch managers can decipher messages transmitted across international borders so that they reach the intended recipients.

Difference Between Global and Local Strategy and How they are Reflected on Coca-Cola Company

When a business decides to enter the worldwide market, it prepares a global strategy. Increased worldwide sales are the goal of creating a global approach. The phrase “global strategy” covers international, multinational, and standardization strategies. The local method of a business is a unique market technique it employs to deal with the diverse cultural norms, customer habits, and purchasing patterns in each country. On the one hand, the locality of the end-user is of minimal consequence in a global strategy since a corporation just wants to contact as many individuals as it can. On the other hand, a local approach is more carefully focused; thus, the company must pick where to focus. As a result, individual products and services will do exceptionally well in certain areas while failing miserably in others (Murthy & Leelavathi, 2019). Coca-Cola adopts a supposedly global strategy, allowing regional or national differences in the packaging, distribution, and media used to promote its products.

Consequently, the worldwide approach is customized by utilizing a specific local marketing plan (Murthy & Leelavathi, 2019). It is more likely to be a strategy of operating locally while thinking internationally instead of executing a worldwide program. People enjoying Coca-Cola one bottle at a time in their local communities is the primary cause of its widespread popularity worldwide. As a result, they have the authority and duty to take action if their regional co-workers provide a proposal or a plan that is ethically acceptable for the region and meets with the organization’s fundamental beliefs, rules, and standards of integrity and excellence. At the same time, they will be in charge of the concept’s or plan’s outcomes.

Locally relevant executions played a more prominent role in promoting Coke’s global brand strategy as it became clear that a single worldwide system would not be successful. Coca-Cola Company reevaluated its strategy to take the lead in the Indian market and take advantage of the substantial growth potential in the rural regions. The new strategy’s foundation recognized urban and rural India were two unique markets with a range of crucial characteristics and anchored brand positioning and marketing communications on consumer intelligence. Widening the brand positioning in rural regions was necessary because the soft drink category and individual brands were underdeveloped. Coca-Cola is spending a lot of money on localization projects to tap into India’s lucrative market for carbonated soft drinks. The business has introduced several novel goods in India, sold through local campaigns and distinctive packaging. Due to these efforts, this beverage manufacturer expects to connect with Indian customers. Customers may order Coke, Kinley, Thums Up, Fanta, Sprite, Limca, Maaza, and Minute Maid beverages from the firm’s catalog.

Marketing Strategies that Coca-Cola Company Applies in the Local Market

A marketing strategy is tailored to the company’s needs and has considerably assisted its attempts to increase brand awareness. Coca-Cola focuses its marketing approach on the well-known “4Ps” of marketing: product, price, promotion, and place, much like other businesses. The corporation shifted things by citing additional, less visible reasons that led to the company’s success and brand uniqueness because of how distinctive its brand was.

As one of its numerous marketing strategies, Coca-Cola utilizes two distinct tactics to advertise in motion pictures. First, Coca-Cola uses video advertisements shown before the start of each movie in cinemas. The second strategy is product placement, in which Coca-Cola makes an appearance in a film at some time and is consumed by the main character to maximize the impact of the placement (Murthy & Leelavathi, 2019). Even though Coca-Cola radio adverts usually last very few minutes, they are believed to be successful in increasing brand awareness and nurturing customer satisfaction. Additionally, posters and billboards are frequently employed in the Coca-Cola advertising campaign. They are commonly built along roads, in major cities, and even in some rural areas around the world. On the other hand, one can frequently see posters in shops, eateries, and on public transportation.

Coca-Cola Company’s Marketing Strategies: (In-Store, Advertising Channels) and their Differences and how they Differ from International

The Coca-Cola brand is promoted through various media. Newspapers are one of Coca-Cola’s preferred and most regularly used media promotion networks. Coca-Cola is one establishment that has proved to be prominent in media advertising from its start. Coca-Cola is regularly advertised in magazines all around the world. The target client group of the organization selects the publications based on how easily they can be read. To maximize the benefits of the marketing activities, these advertisements typically take up the entire page of the magazine. The internet is another platform for Coca-Cola advertisements. Posters, pop-up adverts, on-site funding, and other types of virtual advertising are frequently used for advertising the brand on hundreds of websites worldwide (Mokhov and Ryabukhin, 2018). In addition, there are several websites and discussion boards for Coca-Cola fans where individuals may share their stories about the beverage. Coca-Cola has seen television advertising in several countries. Coca-Cola airs a range of ads in different countries. These advertisements are other than international because they have been formed with the indigenous culture in mind so as to circumvent some miscommunications conveyed by cultural disparities across countries.

Manage Marketing Strategies Differently

This is done by ensuring that the right team is hired for the marketing management initiatives and the right personnel is employed. This may be achieved by providing one with workers from the present workforce who are familiar with creating web material. When a company lacks a team with solid writing and graphic skills, HR and management must decide whether to hire internal employees or freelancers from websites like up work and people per hour. One of the most beneficial things when creating a marketing management strategy using a project management tool is to have a clear plan of who is responsible for what, by when, and how (Otieno, 2021). Employing trustworthy, user-friendly project management software is essential in this situation because it is crucial to ensure one can work with the team. Due to Google’s promise to make its management tools available, which show how to plan, schedule meetings, and establish goals, a deadline will not be missed. Additionally, it will be simpler to keep track of and determine each individual’s hourly rate for the project.

In addition, it is critical to ensure that the team can interpret tasks, provide projections, and indicate their availability to work on each project before selecting a suitable project management platform. Establishing a timetable will make it simpler to follow through and fulfill due dates. Make sure a SWOT analysis is used to record all the hazards found in the project schedule. The crew should monitor and manage the planned risks weekly (Otieno, 2021). Try to maintain each task’s duration at 80 hours or less since anything more than that becomes challenging to manage. Always plan a marketing budget. It is essential to confirm the appropriate measuring tools before investing any funds in digital marketing. It is crucial to keep in mind the financial elements of the company while putting marketing management plans into practice, in addition to brand promotion and messaging. One will end up getting lost and overpaying without budgeting. Introduce this to a few team members if the company does not have a finance department so they can keep track of the money spent on each campaign and the time staff spends working on each project.

A marketing plan must be created, and monthly or annual marketing budgets must be established to ensure it occurs. A marketing budget is a tool to ensure that anticipated expenses and actual costs are still being tracked. Paying for social media, keyword research, content syndication, and email lists are worthwhile investments (Otieno, 2021). It is recommended to choose a marketing finance manager to control expenditures so that the other team members may concentrate on the creative aspects of the design, social networks, and content.

Globalization Impacts on Human Resource Management and Manpower of Coca-Cola Company

The company promotes employment growth along the whole value chain. It regularly conducts economic impact studies to evaluate and identify its indirect economic influence on the operational nations. With a vast sales and distribution network, it has access to around 750,000 sales places. Coca-Cola helps neighborhood shopkeepers grow their businesses by giving them resources and training. Additionally, by making significant contributions, it aids suppliers in raising their level of global competitiveness. It routinely undertakes economic impact studies to assess and reveal its indirect economic impact on the operational nations.

Employees are a crucial group of stakeholders and the engine that propels the business forward. The workers of The Coca-Cola Company are in charge of developing the items that the business sells to consumers and making sure that customer service is improved. The organization’s acts, policies, and performance directly affect employees, making them stakeholders. According to this viewpoint, globalization has enlarged the size of the global market niche, which suggests that sales and profits will rise. Employee welfare and happiness are expected to improve, which will likely lead to better service delivery due to a rise in salaries and pay for workers. Additionally, it has facilitated labor market integration, allowing workers to gain exposure by working abroad. Nevertheless, in terms of jobs, globalization has resulted in job insecurity, which is a double-edged sword (Otieno, 2021). It generates employment for people in developing nations that offer less expensive manufacturing jobs. For instance, because wages and manufacturing employment are less costly in India and China, many businesses are relocating there, which means fewer opportunities in the developed world.

Why Globalization Have an Impact on the Culture at Work and Organizational Behavior at Coca Cola

The company wants to increase shareowner value gradually. This is done by collaborating with business associates to provide consumers with value and delight through a global network of top-notch brands and services, thereby building global brand equity. They work to operate their business efficiently with staff wholly committed to the company’s principles and culture to accomplish their goals and objectives. They also provide an atmosphere that is suitably governed. The associates of this company share responsibility for ensuring adherence to the policy framework, safeguarding the resources and assets of the company, and reducing business risks.

The integration and mixing of cultures at diverse workplaces brought about by globalization has affected employees both favorably and unfavorably. The staff members may, for instance, learn about a different culture and become knowledgeable about cultural diversity, enabling them to manage one another despite their cultural differences (Otieno, 2021). Additionally, it has contributed to cultural dilution because many workers are forced to ignore their culture to follow globalization. Due to restrictions on free movement, The Coca-Cola Company attempted to obtain low-cost labor from individuals who were readily accessible to work for little pay. This has a detrimental effect on employee compensation. As a result, competent and experienced skilled workers have been denied the opportunity to work, which has decreased their pay negotiation power and increased job instability.

Recommendations on Personal Opinion on the Impact of Globalization, Its Impact on Coca-Cola and the Country, and Further Development

Globalization has expedited the transmission of knowledge and technology across borders. Technology transfer has helped to increase innovation and productivity in emerging nations even during the recent stagnating productivity growth. The rise in wealth and living standards is primarily attributable to technological advancements. Nevertheless, new knowledge and technology do not always progress simultaneously. As a result, how technology is shared among countries significantly impacts the production and distribution of global growth between states. In 2013, Coca-market Cola’s worth exceeded $173 billion (Otieno, 2021). The business has consistently demonstrated a keen focus on the market, making thoughtful judgments and acting to attract, please, and keep clients. For instance, former President Robert Woodruff gave soldiers access to Coke across the world during World War II in exchange for a penny per bottle. This tactic improved brand recognition globally while providing warriors with an inexpensive taste of home. Today, Coca-Cola products can be found practically anywhere in the world, demonstrating the effectiveness of the company’s global marketing strategy.


Coca-Cola Company is an American corporation that was established in 1892 and is presently focused on the production and distribution of syrup and concentrate for Coca-Cola. This is a sweetened carbonated drink that is a cultural icon in the country. The beverage is a representation of American tastes around the world. Other soft drinks and citrus beverages are produced and sold by the corporation. Coca-Cola has expanded its branches worldwide as a result of globalization. The above phenomenon has had several impacts on the company leading to the altering of its culture and organizational behavior. Currently, the organizations the largest beverage manufacturer and distributor in the world and one of the largest firms in the United States. It manufactures more than 2,800 brands available in more than 200 countries.


Give young staff more opportunities and push them to express their ideas. They should also have the opportunity to encourage these individuals to share their ideas with other employees and co-workers. For the business, provide a more flexible architecture to support the free flow of ideas. To place a higher focus on maintaining ties with abroad partners and stakeholders to enhance intercontinental communication as well as better comprehend the requirements of clients from around the world. Develop inventive techniques to guarantee that every worker is aware of the corporation’s aims and approaches and is able to contribute to the formation of welcoming workplaces and effective communication strategies.

Reference List

Murthy, SPKS and Leelavathi, L. (2019). Comparison of Coca-Cola and diet Coca-Cola on the surface enamel roughness. Indian Journal of Public Health Research & Development, 10(11), p.3653.

Mokhov, V.G. and Ryabukhin, M.I. (2018). Sustainable development program ‘Coca-Cola HBC Russia’. Investment and innovation management journal, (4), pp.68–72.

Otieno, F., R. (2021). Emotional persuasive techniques in advertisements on the Coca-Cola soft drink brand of the Coca-Cola beverage company. English Language Teaching and Linguistics Studies, 3(3), p.p62.


  • Annexes A The concept of globalization and local market
    • Definition of local market and globalization
  • Annexes B Coca cola’s history and business area
    • The origin and growth process of the company
  • Annexes C Economic, political and social impacts of globalization
  • Annexes D How globalization impacts Coca-Cola company
  • Annexes E Globalization Impact on Marketing Strategies and Communication of Coca-Cola
  • Annexes F The Impact view brought about by globalization, generally and to Coca-Cola Company
  • Annexes G Conclusion, recommendations and further development of Coca-Cola

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