Since the word has both technical and political meanings, different groups will have differing histories of "globalization". In general use within the field of economics and political economy, however, it is a history of increasing trade between nations based on stable institutions that allows firms in different nations to exchange goods and services with minimal friction.
The term "liberalization" means the acceptance of the neoclassical economic model which is based on the unimpeded flow of goods and services between economic jurisdictions. This led to specialization of nations in exports, and the pressure to end protective tariffs and other barriers to trade. The period of the gold standard and liberalization of the 19th century is often called "The First Era of Globalization". Based on the Pax Britannica and the exchange of goods in currencies pegged to specie, this era grew along with industrialization. The theoretical basis was David Ricardo's work on Comparative advantage and Say's Law of General equilibrium. In essence, it was argued that nations would trade effectively, and that any temporary disruptions in supply or demand would correct themselves automatically. The institution of the gold standard came in steps in major industrialized nations between approximately 1850 and 1880, though exactly when various nations were truly on the gold standard is contentiously debated.
In the "First Era of Globalization" is said to have broken down in stages beginning with the First World War, and then collapsing with the crisis of the gold standard in the late 1920s and early 1930s. Countries that engaged in that era of globalization, including the European core, some of the European periphery and various European offshoots in America and Oceania, prospered. Inequality between those states fell, as goods, capital and labour flowed remarkably freely between nations.
Table of Contents
1. Introduction – The history of globalization
2. Globalization
2.1. Role of international marketing
2.2. “Going International”
2.3. Concept of Globalization
2.4. Globalization Drivers
2.4.1. Market Drivers
2.4.2. Cost Drivers
2.4.3. Government Drivers
2.4.4. Competitive Drivers
2.5. Multi-domestic Strategy
3. Global Strategic decisions
3.1. Explanation of the term
3.2. The market lesson decision
4. Coca-Cola
4.1. Story of Coca Cola
4.2 The first steps to the worldwide success
Why is Coca Cola the best known and most popular brand of the world?
4.3 Global Player Coca Cola
5. Conclusion
The marketing process at the example "Coca Cola of Christmas program"
Objectives and Key Themes
This academic paper examines the foundations of globalization and international marketing strategies, using the Coca-Cola Company as a comprehensive case study. The primary objective is to analyze how global players manage market entry, brand positioning, and the adaptation of marketing instruments to achieve and maintain worldwide success.
- The theoretical evolution and driving forces of globalization.
- Strategic decision-making processes for international market expansion.
- Historical analysis of Coca-Cola's development and global brand dominance.
- The relationship between localized marketing efforts and global corporate strategy.
- Evaluation of marketing tools, including branding, advertising, and distribution.
Excerpt from the Book
4.1. Story of Coca Cola
The triumphal procession of Coca Cola began in May, 1886 in a drugstore called "Jacob's Pharmacy". The chemist John S. Pemberton from Atlanta, Georgia had produced this new syrup of the coca plant and the cola nut and sold him with soda water mixed as a medicine.
Pembertons accountant, Frank M. Robinson, invented the name Coca Cola, derived from the ingredient supplier coca leaves and cola nut and sketched also the stroke typical till this day, the basis of unmistakeable Coca Cola designs. The enterpriser Asa G. Candler acquires the entire rights for Coca Cola for 2,300 dollars. In 1892 he founded The Coca Cola Company.
A year later Candler let protect Coca Cola as a protect brand, marketed his product soon in the whole USA and since 1896, also in the neighbouring foreign country. Beside the head office in Atlanta new branch places originated in this time in Los Angeles, Chicago, Philadelphia, New York and Dallas. By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. Candler aggressively advertised Coca-Cola in newspapers and on billboards and he would give away coupons for a free Coke.
Summary of Chapters
1. Introduction – The history of globalization: This chapter provides an overview of the economic and political history of globalization, tracing its development from the gold standard era to modern trade agreements.
2. Globalization: This section explores the sub-discipline of international marketing, the reactive and proactive reasons for corporate internationalization, and the external drivers of industry globalization.
3. Global Strategic decisions: The text discusses framework guidelines for global enterprises, specifically focusing on the systematic two-stage process of market selection and entry decisions.
4. Coca-Cola: This chapter details the history, marketing innovations, and brand evolution of the Coca-Cola Company as a model for international brand management.
5. Conclusion: The final section summarizes the success factors of Coca-Cola, emphasizing its ability to combine global strategy with local market relevance.
The marketing process at the example "Coca Cola of Christmas program": This chapter demonstrates the practical application of the company's annual planning and advertising strategy through the specific case of their holiday campaigns.
Keywords
Globalization, International Marketing, Coca-Cola, Global Player, Market Entry, Brand Management, Strategic Decision-Making, Franchise System, Advertising, Consumer Behavior, Market Drivers, Cost Drivers, Competitive Advantage, Corporate Strategy, Branding.
Frequently Asked Questions
What is the core focus of this paper?
The paper explores the principles of international marketing and globalization strategies, utilizing the history and business practices of the Coca-Cola Company as an illustrative case study.
What are the primary thematic areas covered?
The work covers the history of globalization, market entry strategies, the drivers of global competition, and the specific branding and advertising techniques used by global corporations.
What is the main research objective?
The objective is to analyze how global enterprises balance standardization and differentiation to maintain brand equity across diverse international markets.
Which scientific methods are employed?
The research relies on a literature review and descriptive case study analysis, examining historical data and marketing frameworks to explain corporate internationalization.
What does the main body of the work cover?
The main body systematically progresses from the theoretical definitions of globalization and strategic decision models to a deep-dive analysis of Coca-Cola’s growth, marketing techniques, and organizational structure.
Which keywords best describe this research?
Key terms include globalization, international marketing, global player, brand management, market entry strategies, and corporate advertising.
How did the Coca-Cola franchise system contribute to the company's global expansion?
The franchise system allowed the company to spread rapidly by enabling local production and distribution, which significantly lowered costs and increased market penetration.
What role does the "Coca Cola of Christmas program" play in the paper?
It serves as a practical example to demonstrate how the company translates strategic goals into concrete marketing plans, research, and advertising campaigns during a specific time of the year.
- Quote paper
- Christina Dost (Author), 2006, International Marketing Strategies, Munich, GRIN Verlag, https://www.grin.com/document/62954
