The paper "International Marketing: Coca Cola Company" is a worthy example of a case study on marketing. The marketing mix is a product of microeconomic theory (White, 2009). The marketing mix is also known as 4Ps (product, price, promotion, and place). The functions of marketing mix include making it easy to market products and separating marketing activities from other activities of the firm; allowing delegation of marketing activities to specialists; making the company competitive and essential for allocation of resources to different devices of the marketing mix. Product Products must be able to provide benefits, which enhance the situation of users.
Coca Cola’ s product provision is driven by consumer’ s demand. The firm aims at providing products, which are in line with the needs of consumers based on the country of operation (Eldred, 2008). The company sells its products to businesses and as such, it strives to enhance value for their customers in addition to striving to help their customers to grow their beverage businesses. Coca Cola offers a wide range of products and it is estimated that the firm has over 450 brands (Jain and Griffith, 2012).
The products are divided into sports drinks, juices and juice drinks, water, carbonated soft drinks and teas, and coffees. Some of these products are only marketed in certain countries while others are found in most markets (Czinkota and Ronkainen, 2007). This is based on the firm's belief that people are always interested in a drink that reflects who they are, where they live, how they work and play and how they relax and recharge (White, 2009). Thus, the firm strives to place the right product in the right market at the right time.
The company’ s main products are coke, sprite, Fanta, diet coke and coke classic (Pendergrast, 2000). Marketing strategies for products include new product lines, innovation, product line extension, changes or improvements of the products that exist, repositioning products and cost reduction. Coca Cola invests an enormous amount of funds in research and development (Marr, 2010). As such, it is often introducing new products in the market. In addition, the firm innovatively alters the packaging of products to meet the special needs of different markets (Jain and Griffith, 2012).
Thus, branding design is not standardized in the markets but rather is based on the needs of the country’ s consumers of the Coca Cola products. In spite of this, some of the products offered by the company such as coke, sprite, Fanta, diet coke and coke classic are standardized in most markets and the only difference is the packaging which differs based on the needs of the local people (White, 2009). Most of the companies are positioned as being unique and quality. moreover, the firm positions its products on the basis of affordability in that the firm packages the products in different sizes that enable consumers of different segments to be able to get a product that they can afford (Czinkota and Ronkainen, 2007).