Coca Cola

1144 words 5 pages
Case Study

Coca Cola Closing Case
Chapter 12
Done By Desyani Rosadi
National University
June 14, 2011

1. Why do you think that Roberto Goizueta switched from a strategy that emphasized localization towards one that emphasized global standardization? what were the benefits of such a strategy

localization is the process of adapting a product or service to a particular language, culture, and desired local "look-and-feel." Ideally, a product or service is developed so that localization is relatively easy to achieve.
Global Standardization is the process to push a international company / brand to become more centralized in management.

i think Roberto Goizueta switched Coca cola strategy from localization to global
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It is very common to see a mature domestic brand or company start expanding their operations to other countries to achieve growth. Better ways of communication, Developed technologies, and a fast transport has turned this world into a one spot global, making International markets more accessible, and business pursuing a global position get the benefits of increase in brand awareness and cost effectiveness. All these develoments created a new concept of Global standardization (Mughal, 2005)
Coca Cola, an International American soda maker, has long been among the most International enterprises. The company made its first move outside the United States in 1902, when it entered Cuba. by 1929, Coke was marketed in 76 countries around the world. In World War II, coke struck a deal to supply the U.S military with Coca cola, wherever in the world it went. During this era, the company built 63 bottling plants aroudn the world. Its global oush contunued after the war, fueled in part of the belief that the U.S market would eventually rech maturity and by the perception that huge growth opportunities lay overseas. Today more that 59,999 of the company's 71,000 employees are located in 200 countries outside of the United States and over 70 percent of Coke's case volume is in International markets.

Until the 1980's, coke's strategy was one of considerable


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