Coca Cola Marketing

Business and Marketing Name of student Name of instructor Name of institution Course Date due Business and Marketing Marketing is the efficient and effective management and utilization of company resources to meet consumer demand through and company objectives through sale of products. Global marketing involves sale of products in different countries and it is usually complex and involves a lot of capital while domestic marketing involves a single country. The coca cola company is involved in both global and domestic marketing. The Company was founded in 1886 and is the world leader in the manufacture, marketing and distributor of non-alcoholic beverage concentrates and syrups ( HYPERLINK "-colafemsa.com" -colafemsa.com ). It operates in over 200 countries worldwide has 230 different brands ( HYPERLINK "-cola.com" -cola.com). It is affected by many environmental factors and must consider them in decision making such as: global economic interdependence and trade practices, demographics and physical infrastructure, social responsibility, ethics and legal obligation, cultural differences, political systems, Foreign Corrupt Practices Act and legislations and technology. Global economic interdependence and the effect of trade practices and agreements is a key influence on the coca cola company. Global economic interdependence has been defined as the mutual dependence at a global level (business directory). It has increased because of technological advancements and improved trade practices. The formation of the World Trade Organization in 1995 requires all member countries to regulate and check all goods that are imported to make sure they are in line with the guidelines set for domestic production (Mitsuhita, M., Schoenbaum, J. T., & Mavroids, C.P., 2006) means that countries get an equal operating field, encouraging them to participate in international trade. Countries have lowered trade barriers and freed trade agreements to promote investment and development and thus increasing interdependence. Coca cola has taken advantage of the immense opportunities to expand globally and it has reaped from economies of scale, possession of a global brand name, accumulated international experience as it went global in 1919 and cross subsidization. It is able to invest in and develop new markets and eventually reap benefits when business becomes profitable. Demographics are characteristics such as age, gender, ethnicity, location, and income. Coca cola benefits from these factors because people from all ages and gender can drink their soft drinks, people of all race and ethnicity consume the products and it can be found in all locations including the remote areas in the continent. Coca cola is not expensive and is therefore readily available. For coca...