Thesis: Think Globally Act Globally Policy of Coca Cola

Sample Thesis Paper

To acquire these markets, Coca Cola has developed and established a unique strategy that entails using localized marketing organizations and resources in every region it chooses to penetrate. This unique Think Globally, Act Globally policy has allowed Coca Cola to add a personalized touch to every region it has stepped into (Pendergrast 2000). This allows Coca Cola to gain access into the market in two dimensions. Firstly, it allows Coca Cola to fulfill its social responsibility by not only creating job opportunities for the local community but also allowing the local community to engage itself in the functioning of the company and to gain awareness about the brand. Secondly, it allows Coca Cola to gain a better understanding of the market whose marketing mechanism Coca Cola is about to use. The use of local marketing resources and organizations makes the marketing plans more accurate and saves Coca Cola that may be caused from any damage that it may otherwise have to suffer through because of inaccurate perceptions made by outsider market analysts.
While this strategy is one that takes care of business on a larger scale, Coca Cola has also been particular about taking care of its consumers personally. Coca Cola concentrates extensively on ensuring that its consumers get their favorite beverage at their door step and its retailers always have a refrigerator to keep Coke chilled and ready to serve.

To acquire these markets, Coca Cola has developed and established a unique strategy that entails using localized marketing organizations and resources in every region it chooses to penetrate. This unique Think Globally, Act Globally policy has allowed Coca Cola to add a personalized touch to every region it has stepped into (Pendergrast 2000). This allows Coca Cola to gain access into the market in two dimensions. Firstly, it allows Coca Cola to fulfill its social responsibility by not only creating job opportunities for the local community but also allowing the local community to engage itself in the functioning of the company and to gain awareness about the brand. Secondly, it allows Coca Cola to gain a better understanding of the market whose marketing mechanism Coca Cola is about to use. The use of local marketing resources and organizations makes the marketing plans more accurate and saves Coca Cola that may be caused from any damage that it may otherwise have to suffer through because of inaccurate perceptions made by outsider market analysts.While this strategy is one that takes care of business on a larger scale, Coca Cola has also been particular about taking care of its consumers personally. Coca Cola concentrates extensively on ensuring that its consumers get their favorite beverage at their door step and its retailers always have a refrigerator to keep Coke chilled and ready to serve.

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