Abstract

The expansion strategies of soft drink giant, Coca-Cola form the core of this caselet. The caselet goes on to explain the strategies that the company adopted for operating in various countries of the world. It focuses on how Coke adapted itself to the cultural variations in different countries and explains how Coca-Cola reaches customers across the globe through a strong dealer network.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategies adopted by Coke
• Various promotional strategies employed by Coca-Cola
• How international expansion of Coca-Cola was carried out
• Variants of Coke to suit Chinese palate
• Differentiation strategies of Coca Cola

Keywords

Coca-Cola Company (Coca-Cola), trademark, product portfolio, soft drinks, isotonics, customized marketing, promotional strategies, coupons, globalization, aggressive strategies, marketing research, standardized strategy, universality, culture, China International Beverage Festival, distribution network, franchise system