Sample Assignment Coca-Cola Global Marketing Strategy

Sample Assignment Coca-Cola Global Marketing Strategy Introduction As domestic markets mature, it is becoming more and more fashionable for organisations to seek growth through opportunities in foreign countries. Faster communication, new technologies and improved transport links are making international markets more accessible and businesses pursuing a global position can experience an upsurge in brand awareness and cost effectiveness. Global marketing is a relatively new concept linked to these developments. In the main, it is concerned with decisions for integrating or standardising marketing actions across a number of geographic markets. This does not rule out any customisation of the marketing mix to individual countries but suggests that organisations should capitalise on similarities between markets to build competitive advantage. Compelling cases can be put forward for both a standardisation or adaptation approach to international marketing practice. These arguments are keenly explored, drawing from examples of Coca-Colas international marketing programme to elucidate key points. Background of Coca-Cola As the worlds largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and Powerade. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries. Arguments for Standardisation †¢ Converging customer needs and preferences It is proposed by Levitt that the forces of globalisation driven by technology and wider travel are leading to more homogenised customer needs and wants worldwide. This paves the way for the building of global brand identities where companies are able to export their domestic brands to mass markets abroad and consumers will react to them in similar ways. In this sense, standardised marketing with a universal product and message can be an integrating force across national borders. To send out different communication messages across countries could lead to customer confusion and even dilution of the brand. In keeping with this, Coca-Cola sells virtually the same Coke beverage worldwide. The design of Coca-Cola soft drinks has changed little in its history, from the logo to the distinctive glass bottle. These unique and consistent characteristics evoke a strong brand image which has cross-cultural appeal. †¢ Economies of scale/experience In many industries, companies can reap cost advantages by operating on a global scale and ultimately improve their all-round competitiveness. Using a centralised structure, a firm can draw economies from bulk purchase discounts or by sharing functions such as product development, marketing, production and managerial resources among different markets. In Coca-Colas example, economies are gained through the competent running of a large-scale franchising system for its bottling operations. †¢ Technological viability In sectors where technological and production processes are homogeneous, extra weight is placed on standardisation of products as a prerequisite for success. As part of its vision that Coke should taste the same around the world, Coca-Cola has chosen to standardise its product and manufacturing process. The knock on effects of this are more streamlined procedures and greater cost efficiencies. It is worth noting Levitts argument that companies which opt to produce an assortment of products serving different customer segments would be unable to survive globalisation due to inefficiencies in their operation. Arguments for Adaptation †¢ Consumer Diversity Supporters of the adaptation view contend that, regardless of globalisation, consumers in different countries continue to vary dramatically in their geographic, demographic, economic and cultural characteristics. It is sensible to imply that, where there are differences in product preferences, product uses, attitudes, shopping patterns, income levels and education, a business will need to adapt its product offering or communication programme in some shape or form. By carefully singling out the most significant differences, organisations can tailor products to suit local tastes and conditions. Dennis and Harris pronounced that global branding strategy should actually be a local plan for each component market, as to apply a standard approach worldwide without considering local preferences and cultural differences is doomed to failure. Food and beverage organisations in particular, can easily fall prey to obstacles such as regional taste and category development issues. On the other hand, organisations that market internationally have to bear in mind that customising communication and product strategy will increase overall marketing costs. Traditionally, Coca-Cola used a standardised marketing campaign strategy where it would pull advertisements for specific markets from a common pool of adverts designed to have universal appeal. Lately, Coca-Cola has chosen to back away from a full standardisation approach and to instead tweak its efforts to accommodate local culture and nuances. Its former approach was deemed too rigid with some of its campaigns not always successfully transcending national borders. Although the branding and position of Coca-Cola remains consistent worldwide, its execution is based on what is judged to be best for each local market. This is evident in its Live on the Coke Side of Life advertisement campaign launched in 2006 where elements of local culture are included. On the product side, Coke bottles and cans include the target countries native language and are sized to match up to other beverage bottles or cans in that country. The company also offers a varied product line-up to capture different consumer tastes, for example, soy drinks for its Asian markets. †¢ Differences in Infrastructure and Regulations Several multinational companies, including Coca-Cola, have discovered that operating from a completely central and standardised perspective can impede the progress of the company, especially when it comes to understanding and integrating with local conditions. Coca-Cola is well known for its widespread accessibility through a variety of channels such as large supermarkets, petrol stations, restaurants, hospitals, cafes and so on. Having a strong brand gave Coca-Cola the supplier bargaining power it needed to break into the more complex and entrenched distribution systems of lots of countries. Adding the fact that food laws can vary tremendously from one country to another, it is not surprising that Coca-Cola describes itself as multi-local. Despite a standardised product, Coca-Cola is obliged to adopt different approaches to the global marketplace. This goes some way to disproving Levitts idea that one size fits all and emphasises a plan global, act local approach instead. Conclusion In essence, the arguments above reveal that global marketing is not necessarily an all or nothing proposition. Companies have the freedom to choose from many possibilities on the spectrum from total standardisation through to complete customisation. Clearly there are circumstances where multinationals can gain through increased standardisation of products and marketing, especially with respect to keeping costs down and building brand power. On the other hand, in conditions where national market differences are more marked, this strategy would harm the company and its reputation. By making standardisation decisions using target market conditions as its starting point, an organisation can ensure that, in the long-term, customers are being offered what they want. Although Coca-Cola can seemingly gain a great deal from a standardised agenda, its decision to combine global and local resources is ultimately more long-standing in a market where national customer differences are influential.

Casablanca as Political Propaganda Essay -- Film Movies Cinema

Casablanca debuted in 1942, shortly following the bombing of Pearl Harbor and the United States' entrance into World War Two, although there was plenty of anti-Nazism sentiment, the movie fueled these feelings. There is pro-Allied forces propaganda to support the war, from the scene with La Marseillaise, to the characters of Renault and Rick, and to the last scene. Although the majority of the French patriots were elated to sing their national anthem, it created tension with the German soldiers who imposed their patriotic songs on the crowd, representing the imposition of Germany on France during the war. Captain Louis Renault, who tries to placate who he believes will be the winning side, seems flimsy when compared to Rick, the firm patriot who believes in freedom at all costs. The phrase, "Louis, I think this is the beginning of a beautiful friendship" represents the new strong bond between France and the United States once Nazi-Germany has fallen. Although the film is propaga nda against the Nazis, the political language in the movie does not glorify American courage and valor, nor is it militaristic. The movie presents the facts while emphasizing the poor qualities of the Nazis. The Nazis are not portrayed in a good or friendly manner throughout the entire movie, especially during the La Marseillaise scene. When the German soldiers, led by Strasser, begin to sing their patriotic song, ?Die Wacht am Rhein? in French territory, it does not sit well with the French patriots. This singing represents the German invasion of France in their government, culture and territory because the Germans come into foreign land with their military and control all aspects of society. The movie depicts the soldiers as drunk and tone-dea... ...gain refers to the relationship that America hopes for after the war. It illustrates a strengthened France and America with the collapse of Germany. Entering a war is an effort that is best when it has popular support and enthusiasm. Casablanca is propaganda for the Allied forces to help rally support. There is clear evidence of this idea in the scene with the French national anthem, the character development, and the ending. France and the United States prevail as Germany falls and dies. ?Casablanca.? Variety. 26 Nov. 1942. Variety 100. 22 May 2008 . Crowther, Bosley. "Casablanca (1942)." New York Times. 7 Nov. 1942. 21 May 2008 .

Own Self Concepts Essay

Own Self Concepts SPC 2300 – 12 Own Self Concepts 1. Define one change you would like to make in yourself. It might be a behavior or anything about yourself that you would like to alter. * I would like to change one of my behaviors about myself. The worst quality about me is that I am always late no matter what the case may be. I am not late on purpose, but it seems like something always puts me behind schedule. It drives both my family and friends crazy. They have learned when I say I will be there in thirty minutes, to expect me in about an hour. This is a behavior of mine that I need to work on immediately. . Write a specific goal for making the change, being sure your goal is realistic and fair. Use affirming, motivational language in your goal. For example, â€Å"I will show my best friends that I am paying attention when they talk to me. † * This is something about myself I have needed to change for a long time. It is not something I do intentionally to drive my f amily and friends crazy. I need to become a little more time oriented, so that I can be where I say I am going to be, at a certain time. I will show my family and friends that I can be on time to their events. My first goal is to sit down with a calendar, and write down already known events and times. This way I will not schedule more than one event at a time. Next, by having a planner, I can add any new events that occur in future. I will be able to check available dates and make sure I have nothing already planned. Lastly, by sticking to my schedule and planning ahead it should reduce the amount of time I am late. I know I always have to expect the unexpected, but at least I have control over the already known about. 3. Observe or think of others who are models for what you want to be. Write down what they do. For example, â€Å"Tracy nods a lot and repeats back what others say so they know she is listening. † * A model person for me to observe and take tips from would be my mother. She will have a whole list of things to accomplish within her day, and gets them all done and on time. She has a monthly day planner that she carries with her at all times. She always makes sure to add important and upcoming events, as well as any of her daily to-dos to the planner. My mom also makes sure not to make more plans than she can fulfill within her day. It seems to work for my mom, so I don’t see why it wouldn’t work for me. . What context or setting is required for you to achieve your goal? For example, â€Å"I will talk with my friends in private, distraction-free settings. † * I will need to follow the schedule I set for myself and not let myself get distracted from my original plans. It might even be good for my family and friends to be a little bit stricter when it co mes to my tardiness. For the most part, this behavior is something I have to train myself on. No one else can do this for me. I have got to learn how to manage my time better, so that I will arrive at events when I am supposed to be there. . Identify potential barriers to the change. Some potential barriers that may cause some problems for my change will be the exact people who request the change of me. I will admit that I do control a lot of my tardiness, but not all of it is my fault. I will be on my way somewhere, when a friend asks me to do something for them. They promise it will only take five minutes. At that point, it is usually over an hour when they are done with me. I have got to learn to tell my family and friends no sometimes, in order to fulfill prior obligations.

A Beginners Guide to the Renaissance

The Renaissance was a cultural and scholarly movement which stressed the rediscovery and application of texts and thought from classical antiquity, occurring in Europe c. 1400 – c. 1600. The Renaissance can also refer to the period of European history spanning roughly the same dates. Its increasingly important to stress that the Renaissance had a long history of developments that included the twelfth-century renaissance and more. What Was the Renaissance? There remains debate about what exactly constituted the Renaissance. Essentially, it was a cultural and intellectual movement, intimately tied to society and politics, of the late 14th to early 17th centuries, although it is commonly restricted to just the 15th and 16th centuries. It is considered to have originated in Italy. Traditionally people have claimed it was stimulated, in part, by Petrarch, who had a passion for rediscovering lost manuscripts and a fierce belief in the civilizing power of ancient thought and in part by conditions in Florence. At its core, the Renaissance was a movement dedicated to the rediscovery and use of classical learning, that is to say, knowledge and attitudes from the Ancient Greek and Roman eras. Renaissance literally means ‘rebirth’, and Renaissance thinkers believed the period between themselves and the fall of Rome, which they labeled the Middle Ages, had seen a decline in cultural achievement compared with the earlier eras. Participants intended, through the study of classical texts, textual criticism, and classical techniques, to both reintroduce the heights of those ancient days and improve the situation of their contemporaries. Some of these classical texts survived only amongst Islamic scholars and were brought back to Europe at this time. The Renaissance Period â€Å"Renaissance† can also refer to the period, c. 1400 – c. 1600. â€Å"High Renaissance† generally refers to c. 1480 – c. 1520. The era was dynamic, with European explorers â€Å"finding† new continents, the transformation of trading methods and patterns, the decline of feudalism (in so far as it ever existed), scientific developments such as the Copernican system of the cosmos and the rise of gunpowder. Many of these changes were triggered, in part, by the Renaissance, such as classical mathematics stimulating new financial trading mechanisms, or new techniques from the east boosting ocean navigation. The printing press was also developed, allowing Renaissance texts to be disseminated widely (in actual fact this print was an enabling factor rather than a result). Why Was This Renaissance Different? Classical culture had never totally vanished from Europe, and it experienced sporadic rebirths. There was the Carolingian Renaissance in the eighth to ninth centuries and a major one in the â€Å"Twelfth Century Renaissance†, which saw Greek science and philosophy returned to European consciousness and the development of a new way of thinking which mixed science and logic called Scholasticism. What was different in the fifteenth and sixteenth centuries was that this particular rebirth joined together both the elements of scholarly inquiry and cultural endeavor with social and political motivations to create a much broader movement, albeit one with a long history. The Society and Politics Behind the Renaissance Across the fourteenth century, and perhaps before, the old social and political structures of the medieval period broke down, allowing new concepts to rise. A new elite emerged, with new models of thought and ideas to justify themselves; what they found in classical antiquity was something to use both as a prop and a tool for their aggrandizement. Exiting elites matched them to keep pace, as did the Catholic Church. Italy, from which the Renaissance evolved, was a series of city-states, each competing with the others for civic pride, trade, and wealth. They were largely autonomous, with a high proportion of merchants and artisans thanks to the Mediterranean trade routes. At the very top of Italian society, the rulers of the key courts in Italy were all â€Å"new men†, recently confirmed in their positions of power and with newly gained wealth, and they were keen to demonstrate both. There was also wealth and the desire to show it below them. The Black Death had killed millions in Europe and left the survivors with proportionally greater wealth, whether through fewer people inheriting more or simply from the increased wages they could demand. Italian society and the results of the Black Death allowed for much greater social mobility, a constant flow of people keen to demonstrate their wealth. Displaying wealth and using culture to reinforce your social and political was an important aspect of life in that period, and when artistic and scholarly movements turned back to the classical world at the start of the fifteenth century there were plenty of patrons ready to support them in these endeavors to make political points. The importance of piety, as demonstrated through commissioning works of tribute, was also strong, and Christianity proved a heavy influence for thinkers trying to square Christian thought with that of â€Å"pagan† classical writers. The Spread of the Renaissance From its origins in Italy, the Renaissance spread across Europe, the ideas changing and evolving to match local conditions, sometimes linking into existing cultural booms, although still keeping the same core. Trade, marriage, diplomats, scholars, the use of giving artists to forge links, even military invasions, all aided the circulation. Historians now tend to break the Renaissance down into smaller, geographic, groups such as the Italian Renaissance, The English Renaissance, the Northern Renaissance (a composite of several countries) etc. There are also works which talk about the Renaissance as a phenomenon with global reach, influencing – and being influenced by – the east, Americas, and Africa. The End of the Renaissance Some historians argue that the Renaissance ended in the 1520s, some the 1620s. The Renaissance didn’t just stop, but its core ideas gradually converted into other forms, and new paradigms arose, particularly during the scientific revolution of the seventeenth century. It would be hard to argue we are still in the Renaissance (as you can do with the Enlightenment), as culture and learning move in a different direction, but you have to draw the lines from here back to then (and, of course, back to before then). You could argue that new and different types of Renaissance followed (should you want to write an essay). The Interpretation of the Renaissance The term ‘renaissance’ actually dates from the nineteenth century and has been heavily debated ever since, with some historians questioning whether it’s even a useful word anymore. Early historians described a clear intellectual break with the medieval era, but in recent decades scholarship has turned to recognize growing continuity from the centuries before, suggesting that the changes Europe experienced were more an evolution than a revolution. The era was also far from a golden age for everyone; at the start, it was very much a minority movement of humanists, elites, and artists, although it disseminated wider with printing. Women, in particular, saw a marked reduction in their educational opportunities during the Renaissance. Its no longer possible to talk of a sudden, all changing golden age (or no longer possible and be considered accurate), but rather a phase that wasnt entirely a move forward, or that dangerous historical problem, progress. Renaissance Art There were Renaissance movements in architecture, literature, poetry, drama, music, metals, textiles and furniture, but the Renaissance is perhaps best known for its art. Creative endeavor became viewed as a form of knowledge and achievement, not simply a way of decoration. Art was now to be based on observation of the real world, applying mathematics and optics to achieve more advanced effects like perspective. Paintings, sculpture and other art forms flourished as new talents took up the creation of masterpieces, and enjoying art became seen as the mark of a cultured individual. Renaissance Humanism Perhaps the earliest expression of the Renaissance was in humanism, an intellectual approach which developed among those being taught a new form of curriculum: the studia humanitatis, which challenged the previously dominant Scholastic thinking. Humanists were concerned with the features of human nature and attempts by man to master nature rather than develop religious piety. Humanist thinkers implicitly and explicitly challenged the old Christian mindset, allowing and advancing the new intellectual model behind the Renaissance. However, tensions between humanism and the Catholic Church developed over the period, and humanist learning partly caused the Reformation. Humanism was also deeply pragmatic, giving those involved the educational basis for work in the burgeoning European bureaucracies. It is important to note that the term ‘humanist’ was a later label, just like â€Å"renaissance†. Politics and Liberty The Renaissance used to be regarded as pushing forward a new desire for liberty and republicanism - rediscovered in works about the Roman Republic—even though many of the Italian city-states were taken over by individual rulers. This view has come under close scrutiny by historians and partly rejected, but it did cause some Renaissance thinkers to agitate for greater religious and political freedoms over later years. More widely accepted is the return to thinking about the state as a body with needs and requirements, taking politics away from the application of Christian morals and into a more pragmatic, some might say devious, world, as typified by the work of Machiavelli. There was no marvelous purity in Renaissance politics, just the same twisting about as ever. Books and Learning Part of the changes brought by the Renaissance, or perhaps one of the causes, was the change in attitude to pre-Christian books. Petrarch, who had a self-proclaimed â€Å"lust† to seek out forgotten books among the monasteries and libraries of Europe, contributed to a new outlook: one of (secular) passion and hunger for the knowledge. This attitude spread, increasing the search for lost works and increasing the number of volumes in circulation, in turn influencing more people with classical ideas. One other major result was a renewed trade in manuscripts and the foundation of public libraries to better enable widespread study. Print then enabled an explosion in the reading and spread of texts, by producing them faster and more accurately, and led to the literate populations who formed the basis of the modern world.