The subject of the study is marketing in international markets, the subject of research is the essence and the system of it. The purpose of the paper work is to analyze the principles of international marketing, to consider this kind of activities in The Coca Cola Company.
In conditions of transition to a market economy, one of the factors of effective functioning of economic entities is the access of these entities to international markets. Marketing, as experts emphasize, is not only a theoretical but also a predominantly practical discipline that arose and developed as a result of economic activity in a market. Marketing in the course of its development has widely used the advanced achievements of science, it is an arsenal of modern techniques and methods of various scientific disciplines that are used to solve a wide range of tasks. In the current conditions of development of the economic sphere of society, which are characterized by the intensification of competition in world markets, increasingly complex technological and organizational models of production, extreme information saturation and efficiency of foreign economic activity, is closely linked with the goals and methodology of using marketing tools. Moreover, its international aspects are significantly updated due to the further internationalization of the world economy, expansion of international trade, more dynamic and massive movement of capital and labor. In conditions of rapid market development, the application of marketing strategies is one of the most important functions for organizations. Every year the competitive situation grows and is increasingly complicated due to the expansion of the borders of foreign markets, the presence in the domestic market of foreign firms with significant experience of international business. In such conditions, the growth of competitiveness in demonstrated by organizations that carry out their activities not only on the domestic market, but also on foreign markets. Organizations can count on successful conduct of business in foreign markets only if they have a good knowledge of the world situation and own the economic situation in international markets, which is connected with the need to have not only advanced achievements in the production of goods but also with effective marketing abroad. Today, the study and application of international marketing by organizations in their activities becomes a necessity.
Table of Contents
- Introduction
- The Essence and Objectives of International Marketing
- The Concept and Essence of International Marketing
- Principles and Methods of International Marketing
- International Marketing Concepts and Features of Transition to International Marketing
- Characteristics and analysis of the international marketing activities of The Coca Cola Company
- Characteristics of the activities and history of The Coca Cola Company
- International Marketing Strategy of Coca Cola Company
- The Implementation of the Strategy of Coca Cola on the example of Different Countries
- American Dream
- Water Plans
- Conclusion
- List of References
Objectives and Key Themes
This paper analyzes the principles of international marketing and examines the application of these principles within The Coca-Cola Company. The study aims to uncover the concept and essence of international marketing, justify its principles and methods, explore its concepts and features in a transitional context, and study the history and activities of The Coca-Cola Company, ultimately considering its international marketing strategy.
- The concept and essence of international marketing
- Principles and methods of international marketing
- The Coca-Cola Company's international marketing activities and history
- Coca-Cola's international marketing strategy
- The application of Coca-Cola's strategy in various countries
Chapter Summaries
Introduction: This introductory chapter establishes the relevance of studying international marketing in the context of a transitioning market economy. It highlights the increasing competition in global markets, the complexity of production models, and the significance of effective marketing strategies for organizational success in foreign markets. The chapter emphasizes the necessity of understanding global economic situations and possessing advanced production capabilities alongside effective international marketing strategies. The study's subject is marketing in international markets, focusing on its essence and system, with the goal of analyzing international marketing principles and their application within The Coca-Cola Company.
The Essence and Objectives of International Marketing: This chapter delves into the core concepts of international marketing, defining it as the marketing of goods and services in foreign markets. It distinguishes between simple exporting, export marketing, and international marketing, highlighting the increasing sophistication and market understanding required at each stage. It emphasizes international marketing as a comprehensive management process, encompassing analysis, planning, organization, and control, and it underscores the importance of considering the entire world as a potential market. The chapter also explores the historical and economic forces that underpinned the rise of international marketing, including globalization, technological advances, and evolving consumer demands.
Characteristics and analysis of the international marketing activities of The Coca Cola Company: This section would provide a detailed analysis of Coca-Cola's international marketing activities, covering its history, strategies, and implementation in various markets. It would analyze the specific characteristics of Coca-Cola's approach to internationalization, its adaption to diverse cultural contexts, and the effectiveness of its strategies in different geographical locations. The chapter would likely use Coca-Cola's success as a case study to illustrate broader concepts and principles discussed in previous chapters. Specific examples of its marketing campaigns and strategies across various countries would be crucial elements in this analysis.
Keywords
International marketing, Coca-Cola, global marketing strategy, international business, market analysis, competitive advantage, globalization, export marketing, brand management, cultural adaptation.
FAQ: Comprehensive Language Preview - International Marketing and The Coca-Cola Company
What is the main topic of this document?
This document is a comprehensive language preview analyzing the principles of international marketing and examining their application within The Coca-Cola Company. It serves as an overview, including a table of contents, objectives, key themes, chapter summaries, and keywords.
What are the key objectives of this study?
The study aims to define and explain the concept and essence of international marketing, justify its principles and methods, explore its characteristics in a transitional market context, and analyze The Coca-Cola Company's international marketing activities and strategy, including its implementation across various countries.
What key themes are explored in this document?
Key themes include the concept and essence of international marketing, its principles and methods, The Coca-Cola Company's history and international marketing activities, Coca-Cola's international marketing strategy, and the application of this strategy in different countries. The “American Dream” and Coca-Cola’s “Water Plans” are also mentioned as specific areas of focus.
What is covered in the Introduction chapter?
The introduction sets the context by highlighting the increasing global competition, complex production models, and the importance of effective marketing strategies for success in foreign markets. It emphasizes understanding global economic situations and advanced production capabilities alongside effective international marketing strategies. The study’s focus on international marketing's essence and system within the context of The Coca-Cola Company is also established.
What does the chapter on "The Essence and Objectives of International Marketing" cover?
This chapter defines international marketing, distinguishing between simple exporting, export marketing, and international marketing. It emphasizes international marketing as a comprehensive management process involving analysis, planning, organization, and control. It also explores the historical and economic factors contributing to the rise of international marketing, such as globalization and technological advancements.
What does the chapter on Coca-Cola's international marketing activities cover?
This section provides a detailed analysis of Coca-Cola's international marketing activities, including its history, strategies, and implementation across various markets. It analyzes Coca-Cola's approach to internationalization, its adaptation to diverse cultural contexts, and the effectiveness of its strategies in different geographical locations. The chapter uses Coca-Cola's success as a case study to illustrate broader international marketing principles.
What are the key words associated with this document?
Key words include: International marketing, Coca-Cola, global marketing strategy, international business, market analysis, competitive advantage, globalization, export marketing, brand management, and cultural adaptation.
What is the structure of the document?
The document follows a clear structure with an introduction, a section dedicated to the essence and objectives of international marketing, a detailed analysis of Coca-Cola's international marketing activities, a conclusion, and a list of references (not detailed in this preview). A table of contents provides a detailed overview of the included sections.
For whom is this document intended?
This document appears to be intended for academic use, focusing on the analysis of themes in a structured and professional manner. The provided information suggests it may be part of a larger academic work, possibly a thesis or research paper.
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The provided preview only offers a summary of the content. More detailed information on the methodology used and specific findings would require accessing the complete document.
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- Umut Çelik (Author), 2017, International Marketing Strategy of Coca Cola Company, Munich, GRIN Verlag, https://www.grin.com/document/374307
