The paper “ Coca-Cola - Expansion of Markets and Business Operations, Competing for Market Dominance” is a spectacular example of the case study on marketing. International marketing strategy has become a new paradigm in international business. In 1983 there was a thrilling book published by Theodore Levit about “ The Globalization of Markets. ” In reference to this book, the Harvard Business Review article asserted that large scale international companies should stop customization of their products and instead, provide globally-oriented products and services that are functional, advanced low priced, and reliable. Levit’ s position must have been driven by the fact that the then customers were starting to move towards what Szymanski et al.
(1993) term as ‘ convergence of taste’ therefore calling for the concerned companies to exploit the economics of simplicity. This idea is what is perfectly working with modern international companies. That is, the future is currently belonging to companies working as though the entire world (if not major regions of it) were a single entity. In so doing, they manage to sell the same products in the same way all over the world.
While this is the general position that from the viewpoint of Theodore Levit’ s, this research is concerned with reasons behind international marketing strategies by Coca-Cola. International marketing strategies involve the marketing of products and services outside their home country. The Company undergoes a complex form of international marketing engaging in operations in many countries. With this, the multinational commercial world nears its end, in so speaking does Coca-Cola. This is to means that due to the world that has irrevocably been homogenized (market needs) there should be a reason why Coca-Cola has been adopting international marketing strategies that are particularly tailored to be effective and efficient for its range of non-alcoholic products. Expansion of MarketsOne of the All Business analyst, William Edwards, once argued that the reason why international companies adopt international marketing strategies is to reduce the level of reliance on local and even national markets (Grullon and Miachaely, 2012).