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.
Inhaltsverzeichnis (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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The purpose of this paper is to analyze the principles of international marketing and to consider this kind of activity in The Coca Cola Company. The paper aims to achieve this goal by addressing several key questions, including: uncovering the concept and essence of international marketing, justifying the principles and methods of international marketing, exploring the concepts and features of international marketing, studying the history and describing the activities of The Coca-Cola Company, and considering the principles of the international marketing strategy of The Coca-Cola Company.
- The concept and essence of international marketing
- The principles and methods of international marketing
- The features of international marketing
- The history and activities of The Coca-Cola Company
- The international marketing strategy of The Coca-Cola Company
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction outlines the importance of international marketing in the context of a transitioning market economy, emphasizing the role of marketing in achieving organizational goals. The chapter highlights the need for a comprehensive understanding of international markets and marketing strategies, particularly in the face of increasing competition and globalization. It sets the stage for the subsequent exploration of the concept and principles of international marketing.
The chapter on the concept and essence of international marketing defines international marketing as the marketing of goods and services in markets outside the producing country. The chapter further differentiates between export, export marketing, and international marketing, highlighting the increasing complexity and depth of market analysis and engagement required for successful international marketing operations. The chapter concludes by outlining the conceptual basis for the formation of international marketing, emphasizing the impact of economic globalization, scientific and technological progress, and changes in the nature of goods supplied to foreign markets.
Schlüsselwörter (Keywords)
International marketing, market economy, international markets, marketing strategy, The Coca-Cola Company, globalization, export, export marketing, competitive advantage, organizational goals, marketing tools, market analysis, foreign economic relations, scientific and technological progress, internationalization, economic life.
- Quote paper
- Umut Çelik (Author), 2017, International Marketing Strategy of Coca Cola Company, Munich, GRIN Verlag, https://www.grin.com/document/374307
