The paper "International Business Management - Coca-Cola Entry Strategy in China" is a perfect example of a business case study. The international market is very competitive due to globalization and rapid information and communication technology development. Therefore, international organizations opt to operate within an environment with competitors and different players. International firms have increased business volume by liberalizing foreign markets. Therefore, international business is any business entity (governmental, private or a mixture of both) or activity that crosses national boundaries. Foreign trade, portfolio investments, direct investments, and trade in services are types of international business.
Companies like Coca-Cola are drawn to international markets because they need a larger customer base in order to achieve economic of scales. Moreover, they want to reduce their dependency on one market and want to counter-attack their global competitors present in their home markets. Lastly, in the international market, there are those global customers who want to enjoy international service (Kotler, Armstrong, Saunders and Wong, 2008). Introduction Coca-Cola Company founded by George Pemberton (Atlanta, Georgia) in 1886, was and still is a beverage-based in the United States of America.
The initial recipe of the company was soda water, certain shrubs, lime and cinnamon. Nonetheless, it majors now in soft drinks. Today, the company has footprints globally in more than 200 countries, and it sells more than 400 brands. In its product category, it has become a global leader, and the estimated market dominance is 45% as of 2010. Moreover, the customer loyalty share of the market is 90%. Coca-cola has continued to make profits despite harsh market changes and economic instability. This is due to its swiftness in adopting new market strategies and continues to embrace new technologies that include its solid presence in social media (MySpace, Facebook and Twitter online sites among others).
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