Coca Cola Global Marketing Strategy

In a context of globalized world, new questions emerge in the companies. Culture represents a real challenge for the implementation of business strategies. We based our thinking on a specific point of business communication: the marketing communication. How to conduct a successful marketing communication strategy in a globalized environment?

1. THE MARKETING COMMUNICATION ROOTED IN A GLOBALIZED CONTEXT

The evolution step towards a global world has changed processes and business strategies. Indeed, in the case of communication strategies, companies have a multitude of criteria to consider in order to adapt their speech and ways of communication.

1.1 The relationship between Globalization and Communication

The phenomenon of globalization coincided

Also they are common values that most people shared worldwide, thus, it facilitates Coca-Cola globalization.

Moreover, the different ways of communication also complete the elements which composed the company DNA. They are divided in three main categories.

First, traditional ways of communication refer to the time-honored and conventional ways of mass communication such as press, television, display, radio and cinema. As they are ancestral, they are overused and slow to set up. Also they have time and geographical restriction.

Modern ways of communication refer specifically to current communication tools based on technological advancements such as e-mail, social networks, applications etc. The use of Internet allows companies to communicate through a fast and worldwide channel to reach all customers around the world.

Finally, more and more innovative ways of communication come to the fore. The goal is to attract, surprise and captivate customers thanks to the originality and the suitability of new communication means. There are no time and geographic constraints. Frequently innovation allows companies to personalize the relationship between them and their customers: with your own photo you can try a product on the brand website instead of going to the shop and try it for

In fact, most multinationals need to find a middle ground between the two extremes (standardization or adaptation) and even make them coexist. [3] Modifications are always made in order to adapt to cultural differences and local specifications at reasonable costs without loosing the global image objective. For instance, IKEA’s Chinese clients were looking for aspirational western designs, and not cheap prices. Therefore, IKEA communicated mainly about the designs, on micro-blogging websites that were consulted by higher-middle class youth.

In the end, there is no one-size-fits-all recipe, as choosing the right strategy relies on the company’s resources, its policy and the vision the company wants to follow. (Annex 2) The ultimate goal for the company is to be efficient and able to know how to communicate in specific foreign markets and how to efficiently adapt the media to reach consumers

3. GETTING ACQUAINTED WITH MARKETS BOUNDARIES

There are some challenges that have to be taken into consideration when going global and setting the brand communication and advertising in certain