Executive Summary
International marketing entails the act of exporting, franchising or total entry of a marketing organization into a different geographical region. International marketing can take different avenues from such acts as the exportation of s product into a different location through joint efforts or foreign direct investment into a country of interest. There is a need to involve the marketing strategy of a given nation. International marketing looks into important issues such as the marketing mix of the intended country of interest. The idea of international marketing involves the use of current marketing ideas and moves in collaboration with new export procedures. The international marketing processes involve the application of localization, pricing, offers and promotions of a given product. The goal of international marketing is to meet the consumer needs in different foreign states with a representation of the exporting capacity on a product. International marketing is a complex affair that engages products in such operations as pricing, social media leadership as well as the production and dissemination of personalised products and promotions. International marketing aims at meeting the desires of a chosen collection of foreign countries where the value of a company can be exported and intercompany learning process is highly encouraged. An international marketer does not have to indulge in the global markets to qualify as an international marketer. A closely related aspect to international marketing is a trend called global marketing. Global marketing refers to the ability of a company to market its goods and services to a collection of states around the world. The desire for the products of a given firm is key figures in the globalisation of a product. A company is able to establish and maintain a global market by retaining the insights, staff, expertise and knowledge in an effort to deliver value to consumers. The main motivation in global marketing is to provide local customers with products that meet international standards. Global marketing involves the localization of high quality products with the aim of maintaining a balance in terms of costs, customization, and efficiency. Global marketing aims at establishing a brand that can compete against alliances, partners and substitutes in a given country or city. The pricing of products by any given firm is done in an understandable way in the national, local and international scenes with the aim of availing information to different users in a cost effective manner.
Introduction
The Coca –Cola Company is a living example of how international marketing helps improve brands in the world. The Coca-Cola Company has operated on the slogan within an arm’s reach of desire aimed at enabling the brand to build a strong global presence to counter the trend where many buyers look for the most expensive brands in the market. Coca-Cola enjoys the position of the most recognized brands in the world. Coca-Cola enjoys an overwhelming ninety-four per cent recognition in the whole world. Coca –Cola remains the best product in the early nineteenth century. It is alleged that the Coca –Cola Company sells almost more than half the drinks consumed in the world. The company has the intention of creating opportunities that will bring development to the organization. The Coca-Cola Company registers sales translating to millions of silence. The Coca –Cola Company recognizes the value of competition. Fair competition is seen as healthy among ancient economic civilizations. The company realizes that it sells more than one billion servings a year against a backdrop of forty-seven billion servings of other beverages.
Analysis of the marketing mix standardisation across International Markets
The Coca Cola Company has employed a variety of steps with the aim of creating an international standard in its marketing strategy. Issues that are related to the products of this company have been greatly examined. The company considers aspects such as price, promotion and advertisements. In addition to key international marketing strategies, the Company has introduced an aspect of bilateral distribution and other public relations strategies aimed at increasing the international appeal of its products. The internalisation standards of this Company are discussed in this paper with the aim of creating awareness on key principles of international marketing.
Strategic positioning
There are major factors that a company considers in relation to its strategic positioning strategies. The Company has to establish the exact definition of its strategy and also establish the factors to be considered in a positioning strategy. Coca Cola Company has also put into consideration the tactical approach in implementing a given strategy. Coca Cola as a firm has looked at the elements that are outside its controls and their impact on the international appeal of its products. A variety of elements that affect international marketing can be classified as micro, meso, and macro elements. The factors considered in an international positioning strategy could be social, political, economic, technological or legal. Macro elements are defined in terms of the upcoming trends and concepts in a marketing environment. Meso factors are related to information, time, energy, space and money. The table below shows the integration of factors that affect an international market environment.
Figure1: Factors in an international market environment
| Macro | Politics Economics Legal Environment Technology | Systems and structures |
| Meso | Concepts and Trends | Expressions and behaviour |
| Micro | Money Space Information Time Energy | Individual Resources |
Coca Cola has successfully extended and implemented its domestic product standards across the globe. The firm has employed a marketing mix that entails elements of Product, Price, Place and promotional strategies geared towards making maximum profits. Every element in the marketing mix is manipulated with the aim of the diverse requirements of customers. There is a small difference between the process of internationalisation and globalization strategies. The Company uses an integration of both processes in a non polarised manner to achieve the objective of market capitalisation. Coca Cola has employed a balance between adaptation and standardisation strategies to create a liberal globalisation status in order to achieve its response to the needs of the customers. Figure 2 and 3 below gives an illustration of Vronti’s Framework of AdaptStand Integration and the elements of the marketing mix. Coca Cola employs Vronti’s Framework in its adaptation and Standardisation strategies.
Figure2: Elements of marketing mix
The figure above describes the elements of involved in the marketing mix. It gives a description of seven key factors that the Coca Cola Company uses in its international marketing strategy. In the figure, the number zero represents a status of total adaptation. The number five in the diagram shows an element of total standardisation. Other numbers lie in the centre of the continuum. Coca Cola has a mean standardisation of 3.25. The pictorial illustration above reveals that the mean lies more towards the standardisation periphery. The Company is, therefore, more standardised than adapted. The Company employs a tactical approach to the overall marketing tool kit. Coca Cola uses a combination of external factors to enhance a competitive positioning approach. It also uses an adapted approach in order to create a differential advantage for competition with other companies in the market. Coca Cola considers competition as a major factor in establishing a profitable position in the business world. The company addresses such issues as profitability and key determinants in of competitive placement in the market. Coca Cola gives importance to five major forces that govern its competitive behaviour. Firstly the company ensures that it counters threats from new competitors in the market. The company does not assume monopoly but instead ensures that its choice of products diversity and availability are not rivalled by other new forces in the field of beverages. Coca Cola also addresses the possible threat of replacement of its products. The company is consistent in the type of products that it gives to the market. There is a trend of consistency in the type of products that Coca Cola gives to its consumers. Products of this company run over decades and it is possible for the consumers to easily identify with them. The firm takes pride in developing new products but maintains a clear point on the economic viability of its products. Since time in history, Coca Cola takes a lot of time to develop goods. It is very rare for the company to introduce new beverages in the market without considering the possible threat to existing products. The beverage industry has an unlimited types of drinks. Coca Cola has however managed to maintain a collection of strong market identifiable trademarks for its drinks. Drinks such as Fanta, Sprite and Coke have stood the test of time and are easily identified by the users. The pricing of most Coca Cola products is also a factor that contributes to its international appeal. Products from this company are fairly priced. Pricing plays an important factor in creating a marketing advantage for any company. Most of the products from Coca Cola are sold to international markets because the firm allows for small but vital discounts on its goods. There are instances where the company runs promotions meant at lowering the prices of its products and increasing consumer’s satisfaction. In addition to pricing the company embraces diversity in the kind of products that it gives to users. Coca Cola has successfully improved on its product’s diversity. The organization has a very tactical way of improving the quality of its products. There is a trend where the company improves on the quality of a brand without changing the brand name or introducing a completely new product into the market. Several Coca Cola products are improved in terms of packaging but still maintain the original brand names. A notable example of the improvements made in recent times is the creation of various tastes of the Fanta trademark of soft drinks. Coca Cola Company boasts a variety of divisions for the Fanta drink. The soft drink is available in many tastes, for example, Fanta Orange, passion and black currant tastes. The logic is simple. The company works towards expanding the market diversity of its products without having to change the original brand name of a commodity. When the firm does not change the market name of product consumers will find it easy to relate to that product. There are products that have stayed in the market for over the decades. It would be very unfair for the firm to introduce new commodities to compete its products. Consistency has also been a factor in making the company gain tremendous international appeal. The tastes, packaging and designing of most Coca Cola commodities has been consistent for a very long period of time. The quantity specifications of drinks from this company are also a major contributor in the international prowess of this company. Coca Cola boasts a variety of drinks with quantity limitations of between three hundred millilitres and two litres. Quantity specifications is a major element in the beverage industry. The company allows for very reasonable differences in quantities. The smallest beverage in terms of quantity from this Company is three hundred millilitres. The largest readily available beverage from Coca Cola is two litres. In effect, it means that the target market is not limited to a specific quantity of a drink. By allowing for a diversified range of products the Company creates a huge range of consumer appeal. Coca Cola Company enjoys a huge international following due to its standardisation policies. The firm also employs adaptive procedures in its bid to meet international standards. Coca Cola has a mean standardization of 3.25. The Company employs such as pricing, design, advertising and public relations procedures in its bid to meet international consumer needs. Coca Cola has employed measures that are aimed at encouraging competition and improving service deliveries. Coca Cola has created a variety of products in the beverage industry. Price modification and regulation is also a factor that the company uses to meet the needs of its consumers. The idea of international marketing involves the use of current marketing ideas and moves in collaboration with new export procedures. The international marketing processes involve the application of localization, pricing, offers and promotions of a given product. The goal of international marketing is to meet the consumer needs in different foreign states with a representation of the exporting capacity on a product. International marketing is a complex affair that engages products in such operations as pricing, social media leadership as well as the production and dissemination of personalised products and promotions.
Figure3: Vronti’s Framework of AdaptStand Integration
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