The Coca-Cola Company is an American food company, the world’s largest manufacturer and supplier of concentrates and syrups. The Coca-Cola company is also a global leader in the production of soft drinks. The company’s most famous product is the Coca-Cola drink, which has expanded into an international market.
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At the moment, the topic of healthy eating is especially relevant in America. In this regard, the internal marketing company focuses on taking care of the consumer’s health. Outside of America – in the international market – the main mission is the formation and constant updating of a favorable image of the company and product (Talug, 2018). Coca-Cola’s strategy on both the international and domestic markets consists of referencing the taste of the drink: it is not adapted to the markets of individual countries depending on any special requirements or tastes of consumers. The taste of Coca-Cola is the same in all countries where the company operates. On the contrary, the market (buyers) has to adapt to the taste of their drinks (Talug, 2018). Only the language of the labels applied on the packaging is adapted (in case of relevant requirements from the national laws of the country of presence). Moreover, depending on demand or production capabilities, the volumes and types of beverage containers change. The marketing strategy as a whole differs only in terms of the timing of the release and the duration of circulation of the trademark in the market of a particular country in which the company is represented.
Thus, the strategies developed to promote the line of products – functional beverages – to the world market have several directions. Thus, they are aimed not only at expanding the company’s share within the traditional, established markets but also gaining a leading position in new markets.
Talug, D. Y. (2018). Investigation on the transformation of advertising strategies and ads according to cultural values from a semiotic perspective: Coca-Cola case. Global Journal of Arts Education, 8(1), 01–07.