Research Paper on:
Coca Cola Case Study

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a very large market which is expected to become larger than the current main market for Coca-cola, the US, within the next ten years. At the current time the product  is only reaching 8% of the population and as such there is great deal of potential and we can argue that the experiences may indicate the way the brand  fits with its global image. However, there are also some large huddle, this is a country where there is a poor population and the transportation costs are high making this  a relatively expensive product. If we look at the way marketing of global brands takes place there are two main approaches.  The choice will begin with a consideration of the way in which the brand will be propagated with the choice between a standardised strategy, or one that is customised to  the local markets. If a company chooses to use a standardised strategy there are many benefits, the economies of scale and a  guarantee of consistency are two of the principle attractions (Levitt, 1983). This will result in a single message being used to promote a brand, and the segments attracted will be  the same across the national divides (Levitt, 1983). This may also be seen as a risk strategy, as a single stratagem may also be seen as insensitive to local needs,  and the same message may be communicated in each area, but the interpretation may be different, this was a message learned by PepsiCo the hard way (Kotler, 1999). In considering  the different interpretation that may be given to a message, as well as the different environment producing different attitudes, segments and market structures as well as diverse economic conditions (Douglas