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Coca Cola has successfully marketed their brand and products not only domestically but globally through the implementation of a winning international marketing strategy.
Member rating: No Rating | Words: | Submitted: Wed May 10 2006
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International Business The marketing mix of a given company is a set of tools the firm uses to pursue its marketing objectives1. They are used to elicit desired responses from their target market. In the case of multi national companies when entering new markets they have to decide how they will adapt their marketing strategy and use their marketing mix. There are two different types of international marketing mix strategies. A standardized marketing mix worldwide, which means maintaining the original products, advertising and distribution channels, which promise, lower costs. At the other extreme is an adapted marketed mix, where the producer adjusts the marketing mix elements to each target market The marketing strategy of a given firm 'indicates the specific target markets of competitive advantages that are to be developed and exploited' (Dibb et al, 2001)2. In order to formulate a successful entry strategy for china, the company must evaluate marketing...
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