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Coca-Cola: Global Market Entry Strategies: Abiog, Sofia Aina Chariz Estanda, Chaize Denmar Ilano, Mark Engle

The document discusses Coca-Cola's global market entry strategies through exporting starting in the 1920s. It outlines Coca-Cola's goals of expanding markets and accessing more consumers. While exporting allowed more control, international concerns faced included health claims and labor lawsuits. Ultimately, exporting increased sales and profits and gained global market share for Coca-Cola.

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Mark Ilano
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38 views5 pages

Coca-Cola: Global Market Entry Strategies: Abiog, Sofia Aina Chariz Estanda, Chaize Denmar Ilano, Mark Engle

The document discusses Coca-Cola's global market entry strategies through exporting starting in the 1920s. It outlines Coca-Cola's goals of expanding markets and accessing more consumers. While exporting allowed more control, international concerns faced included health claims and labor lawsuits. Ultimately, exporting increased sales and profits and gained global market share for Coca-Cola.

Uploaded by

Mark Ilano
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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COCA- COLA: GLOBAL

MARKET ENTRY
STRATEGIES
Abiog, Sofia Aina Chariz
Estanda, Chaize Denmar
Ilano, Mark Engle
EXPORTING
(an overview)

• lowest risk and control among strategies


• Exporting can be direct and indirect
• mostly used by the firms that are utilizing internationalization
PERIOD/TIMEFRAME GOAL
• Started exporting in 1920’s • Facilitating the selling of products to
• Coca-Cola was first exported to Cuba, countries that need such products
Puerto Rico, France and other countries • Expanding the marketplace for goods by
around 1917 producing them on an outsized scale.
• It was in the Second World War that • Achieving optimum utilization of
many Europeans had their first resources by large scale production of
experience with the drink. products
• In 1931, Coca-Cola has established • Access to more consumers and
bottling operations, at least tenuously, in businesses.
76 countries.
• In the modern era, Coca-Cola products
can be found in more than 200
countries.
INTERNATIONAL CONCERNS END RESULT
FACED
• Some countries prohibited the consumption of Coca- • increased sales and profits
Cola products with the assertion that the products • gaining global market shares
are health threatening and cheering obesity • Diversification
• allegation of “child labor sweatshops” -other • lower per unit costs
countries suits the Company for being selective in
providing healthcare to their workers.
Other concerns faced:
• extra costs
• product modification requirement
• financial risks, export licenses and documentation
Coca-Cola per
capita
consumption in
the ten most
populated
countries
worldwide 2019
•  In 2019, Mexico was the
country with the highest
carbonated soft drink
consumption, namely over
630 8-ounce servings per
capita per year

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