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Essay / Research Paper Abstract
A 15 page paper discussing the two multinational companies' success in Mexico and further south. Both Ford Motor Company and Coca-Cola have strong and growing presence all over the world. Their presence in Mexico, however, has produced business results that both manufacturers could wish to duplicate in every market in which they operate. Ford has performed so well in the Mexican market that the senior management responsible for much of the growth and success has been moved to Ford's European headquarters for the purpose of reproducing the Mexican experience in Europe Bibliography lists 12 sources.
Page Count:
15 pages (~225 words per page)
File: D0_CokeFord.doc
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of borderless mobility-of companies at home everywhere and nowhere, moving huge quantities of men, money and materials around the globe in the restless pursuit of profit. In 1993, despite
the continuing recession, multinationals invested some $232 billion the world over; by 2020 these flows may well have increased fourfold" (The Economist S6). Fiats Aurelio Peccei was certain that
the most compelling and powerful agent for the true internationalization of society-the one-world concept-was the multinational corporation, and former CEO of Dow Chemical is quoted as having said that he
had "long dreamed of buying an island owned by no nation and of establishing the world headquarters of the Dow company on the truly neutral ground of such an island,
beholden to no nation or society" (The Economist S6). Both Ford Motor Company and Coca-Cola have strong and growing presence all over the
world. Their presence in Mexico, however, has produced business results that both manufacturers could wish to duplicate in every market in which they operate. Ford has performed so
well in the Mexican market that the senior management responsible for much of the growth and success has been moved to Fords European headquarters for the purpose of reproducing the
Mexican experience in Europe. Marketing and Advertising Strategies The descriptive of "multinational" also conveys the
idea of global products, that the box of Rice Krispies sold in Indianapolis is the same as the one sold in New Delhi. The Indian package, however, carries a
completely different name, one that is familiar to the local population but one that would hold no meaning at all to any American market. Theodore Levitt, marketing expert and
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