GLOBAL STRATEGIC PLANNING

Coca Cola is a brand millions around the world consume on a daily basis. It has taken beverage production to new heights by not just selling a beverage but by selling an entire experience. Its advertisements are made to cater to the different cultural and preferential needs of its consumers yet its core competency, its main theme, colors and formula have remained the same so that every consumer can enjoy the same Coca Cola experience anywhere in the world. This strategic direction has helped Coca Cola achieve its overall corporate strategy in terms of highest market share, largest manufacturer of beverages and record profits.

Global Strategic Planning
Open Happiness. Open Coke. Coca Cola is one of the leading beverage brands in the world achieving an all-time since its inception in 1892. It currently markets four of the top five consumed beverages serving consumers across 200 countries worldwide. The makers of Coca Cola dont want their consumers to drink carbonated water they want them to experience happiness at its penultimate.
However, as multi nationals have become globalised, in order to make their mark and win market share, in a bid to create instant following they lose their core image. According to Levitt, The worlds needs and desires have been irrevocably homogenized. This makes the multinational corporation obsolete and the global corporation absolute. Levitt argued that advances in communications technology were increasingly inspiring consumers around the world to want the same things. Therefore, he declared, international companies should cease to act as multinationals that customized their products to fit local markets and tastes. Instead, firms should become global by standardizing the production, distribution, and marketing of their products across all countries. Sameness meant efficiency and would be more profitable than difference (Levitt, 1983)

However, globalization does not advocate monotony. Coca Colas Companys major international strategy is to focus on its core competency and that is beverage production. Whether it is juices such as Minute Maid, Dr.Pepper or its Coca Cola beverage it aims to sell the most of its beverages to consumers. Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment (Allen, 1995).

The strategy needs to be truly global in the sense that it can accommodate anywhere with minor changes. The main theme and idea of Coca Cola remains the same however it has to be changed not drastically or in terms of its core competency rather on the basis of cultural traditions and preferences. The drink in the Coca Cola bottle is the same that millions around the world are consuming everyday yet consumers want to relate to the product they are having so apart from the same packaging easily identifiable colors and themes Coca Cola has added that touch of local magic to their products. For example in Spain Coca Cola is not just an accompaniment to food. It is part of the recipe. Many consumers like to put coke instead of alcohol when cooking.

 The strategic planning aims to reiterate Coca Colas renowned image worldwide. It is responsible for leading the development of the overall corporate strategy of the Company along with the global planning process.  Coca Cola does not focus on beverage creation. Its focus is to create and market those beverages that are made for the needs and desires of its consumers. Therefore the people at Coca Cola make honest efforts to keep their consumers happy all around the globe by adding a local touch to their products and at the same time maintaining their global image. Coca Cola is thinking global but acting local.

For example, in Pakistan in the month of Ramadan, consumption of food and beverages is at its peak and every FMCG is trying to get as many sales as possible. Coca Cola specially designs their advertisements to accommodate their products in the holy month of Ramazan.  Therefore, even though the global strategy has remained the same and the overall product is the same but the slogans that the company comes up with are adjusted to cater to the various lifestyles and cultural heritages of different countries so that they feel part of the Coke family and see Coca Cola as a beverage that keeps their preferences in mind rather than entering the market for the sake of competition and sales.

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