Standardization Of Coca Cola Company
3.0 The level of standardisation or adaption practiced by Coca-Cola company
Global companies need to develop new products in order to adapt to the target between different countries, but in view of the cost and brand, it must implement the standardised strategies. Hence the combination of standardization and adaptation will be better for the company. For beverage brands, the degree of market standardisation is moderate. In addition, many researchers have pointed out that more and more standardised products have been transplanted from the mainland market to the international market, especially the young customers. Drinks usually have strong adaptability rather than global integration. Coca-Cola is a representative company in the international marketing (Dimitrova and Rosenbloom, 2010).
3.1 Case study of Coca-Cola
Coca-Cola has achieved great success in the United States. By the 20th century, Coca-Cola had expanded into eight countries and countless others. According to the data of Coca-Cola Company, people in more than two hundred countries, which drink 1.9 billion servings per day. Coca-Cola is one of the most popular brands in the world (Feloni, 2018).
3.1.1 Product
Coca-Cola is really popular in the world. On the average, Coca-Cola produces 300 beverages, such as Sprite, Fruitopia, Fanta and Power Juice. In order to meet customer 's needs, Coca-Cola products are sold in a variety of packages and sizes. Coca-Cola 's products are adaptable, with innovative ideas.
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