The Evolution of Coca Cola's
Autor: Cedric Laurent • March 7, 2015 • Research Paper • 408 Words (2 Pages) • 2,143 Views
Question 4
What does the evolution of coca cola's strategy tell you about the convergence of consumer tastes and preferences in today's global economy?
The analysis of the globalization process is possible through its pylons: the path from the international businesses to the global businesses, transnational corporations, direct foreign investments, capital international flows, financial institutions and the international economical organizations as well as the evolution without example of the technologies and communications (Dunning, 2000).
The big corporations have invaded the planet, and the international financial flows makes that the global economy can’t be barred inside the borders of one state (Bendel, 2002). The free flux of information has lead to the amelioration of the communications and to the decreases of the transport costs, such as the globalization offers to the communities and to the persons from the further areas, also to the developed ones, and also to the less developed ones, various opportunities and options (Gilpin, 2004).
Having said that Coca Cola’s strategy has evolved from a global strategy an approach which was destined to a localisation strategy, because of globalisation they wanted to cater for all tastes and preferences.
The world has moved from an organisation decides for customers to a customer decides for the organisation therefore Coca Cola needed to react by adjusting their strategies if they were to conquer again the lost market. With the speed at which information flies nowadays, it happens that consumers follow each other in terms of taste and by ear say.
Furthermore Coca Cola exists to refresh everybody worldwide, which makes Coca Cola a commodity which makes it no different from any other drinks, therefore over a period of time it will have certain standing but at some point that standing will then decline and need to be taken up again, this is where the localisation part comes in, in a sense it adds a touch of personalisation to it.
To conclude The strategy adopted by Coca Cola tell exactly how the world has become, people want sometimes to have their own identities according to the place they live in, therefore Multinationals need to accommodate for that because the world is changing toward a village whereby everyone is aware of everyone’s actions.
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