“Año del Bicentenario del Perú: 200

años de Independencia”
CARRERA DE ADMINISTRACIÓN Y NEGOCIOS INTERNACIONALES

FACULTAD DE NEGOCIOS
Integrantes:

Perez Rojas, Nataly Esmeralda

Reátegui Salas, Denisse Valeria
Canicoba Llaro, Camila Ginneth

Clase:

Global Marquet Perspective

Docente:

Valverde Ohara, Nataly Vanessa

COMAS - LIMA NORTE

LIMA – PERÚ
2021- I
 IMPROVEMENT PROJECT FOR THE INTERNATIONALIZATION OF

COCA COLA

In the growing context of globalization, companies and managers must make

decisions about whether they want to internationalize or not. If they decide to go

international, they can cope with the opportunities offered by new markets and will

have a better chance of gaining competitive advantages. In this case, Coca Cola

presents a large portfolio of potency products for various categories in many

countries of the world.

For Mexico, Coca Cola and its products cover all categories, in this case coffee is a

very large category, very profitable worldwide. That is why we have selected ready-

to-drink coffee than Coca since we are in the process of defining this in Mexico, to

take advantage of their strengths as a system, which may be an easier way to enter.

Many companies like Coca Cola have reasons to go international, create and

establish a plan to follow, respond to a series of pressures and may have a specific
organizational structure. According to these characteristics, they can adopt one

strategy or another, as for example we propose some:

1. Global standardization strategy: This is based on achieving an increase in

profitability and earnings growth taking advantage of economies of scale,

experience curves, and economies of location. Production, marketing and R&D

activities are concentrated in favorable locations.

They do not require adapting the offer or marketing to local conditions. This

strategy would really work for Mexico since, apart from having very strong

brands, in terms of brand equity, it has a very strong bottling system, so they

have the ability to run many categories at the same time in the market. It is a

challenge for anyone who has not seen so many products, so many brands, so

many categories.

2. Location strategy: It is intended to increase profitability by

adoption of goods and services to the tastes and preferences of the market to which

they are directed. They face high local sensitivity pressures and low pressures to

reduce costs. The company cannot capture cost reductions derived from

mass production increases the value of

the product in the local market by

adapting the product offering.

3. Transnational strategy: elevated pressures are present for local sensitivity

 and cost reduction. This makes them carry out economies of location and

learning curves, companies seek to transfer key competencies. They aspire to

achieve low costs, economies of location, economies of scale and learning

curves. It seeks to differentiate its product according to the markets (in this

case the coffee market) and the diversities of consumers, to have a

multidirectional flow of skills between the

subsidiaries and global network of operations

4. International Strategy: face low pressures for both sensitivity

local as for the low cost. They sell a product that meets universal needs, in

addition, they have no significant competitors and there is no pressure to cut

costs. This allows them to have a product that is valued in all markets and can

have a high price, due to the lack of competitors.

Manufacturing and marketing operations are carried out in the country. This

can make the price more expensive but, since there is no competition, it does

not entail any problem.