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Essay / Research Paper Abstract
A 20 page paper discussing the shift in Coke’s marketing perspective from a global view to one that is much more local in its approach. The company suffered massive setbacks in Europe when contamination in cans sold in Belgium and northern France sickened consumers. This is one reason for the shift away from the global focus, but there are others as well. The purpose here is to examine the shift from global to local focus, particularly as it applies to Coca-Cola France. Bibliography lists 18 sources.
Page Count:
20 pages (~225 words per page)
File: CC6_KScokeIntFr.rtf
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Unformatted sample text from the term paper:
long when formatted with 1" margins in New Courier 12-point font, and it has 18 sources listed. The submission site seems to be truncating the text version. The
attached file version will be full length if that text truncation persists. Introduction Nearly from its inception, the mission of the Coca-Cola
Company has been to make the product a universal, global one. Long before the globalization trend that has now become so familiar was ever conceived, it was Cokes policy
to work to place its product "within arms reach" of anyone with the most casual of thoughts of wanting one right away. Historically,
the company seems to have practiced little in the vein of integrated marketing aside from the consistent message to buy Coke products. Coca-Colas international advertising budget currently stands at
more than $500 million (Chura 1), and competition for its business is more than only substantial (Angrisani 10S). The companys strategy has been based on a global view for
years, but it currently is shifting to a more local focus. This brings about a more integrated effort in that marketers must construct messages meaningful to the local population
yet consistent with Cokes overall goals. The company suffered massive setbacks in Europe when contamination in cans sold in Belgium and northern France
sickened consumers. This is one reason for the shift away from the global focus, but there are others as well. The purpose here is to examine the shift
from global to local focus, particularly as it applies to Coca-Cola France. State of the Industry
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