Comprehensive Analysis of Coca-Cola - Case Study Example

The paper "Comprehensive Analysis of Coca-Cola" is a perfect example of a business case study. This paper provides a comprehensive analysis of Coca-Cola’s international trade and market environment within which its global business function. Some broad topics to be discussed entails the company’s business changes and trends in the global economy, international production, as well as the basis for international trade in which the company’s business operates. Essentially, an international business is any business that engages and involves cross-border commercial transactions, which may include the movement of raw materials, finished goods, services, as well as money. While international business has got some similarities with domestic business, there are many important differences that require to be taken into account. For instance, at the international level, a manager must cope with a highly complex environment, as opposed to the domestic level manager, whose nature of business is less complex. The key variables in the international business environment include different currencies whose values change, different government policies concerning tax, anti-trust rules and financial controls, as well as variables that exist in any domestic context, such as competition, cost and customer characteristics. In addition, different cultures exist in different countries; and cultures within individual countries also may have important differences (Cavusgil, Knight & Riesenberger 2011, p. 67).

The Coca-Cola Company has been chosen for study in this report, owing to the fact that, it is an international company that has significantly penetrated in every country across the world, except North Korea and Cuba. The company is an American based multinational business and uses a trademark named Coke, which is a renowned brand throughout the world (Tobis 2001, p. 72). The company produces soft drink concentrates that are then sold to sufficiently licensed and franchised Coca-Cola bottlers in all its target markets across the world. Notably, the bottlers significantly hold territorial restricted contracts with the company, whereby they produce finished products in bottles and cans, which are produced from concentrates, as well as a combination of definite sweeteners and filtered water.