COCA- COLA: GLOBAL

MARKET ENTRY
STRATEGIES
Abiog, Sofia Aina Chariz
Estanda, Chaize Denmar
Ilano, Mark Engle
EXPORTING
(an overview)

• lowest risk and control among strategies

• Exporting can be direct and indirect
• mostly used by the firms that are utilizing internationalization
 PERIOD/TIMEFRAME
• Started exporting in 1920’s
• Coca-Cola was first exported to Cuba,
Puerto Rico, France and other countries
around 1917
• It was in the Second World War that
many Europeans had their first
experience with the drink.
• In 1931, Coca-Cola has established
bottling operations, at least tenuously, in
76 countries.
• In the modern era, Coca-Cola products
can be found in more than 200
countries.
GOAL
• Facilitating the selling of products to
countries that need such products
• Expanding the marketplace for goods by
producing them on an outsized scale.
• Achieving optimum utilization of
resources by large scale production of
products
• Access to more consumers and
businesses.
 INTERNATIONAL CONCERNS END RESULT
FACED
• Some countries prohibited the consumption of Coca- • increased sales and profits
Cola products with the assertion that the products • gaining global market shares
are health threatening and cheering obesity • Diversification
• allegation of “child labor sweatshops” -other • lower per unit costs
countries suits the Company for being selective in
providing healthcare to their workers.
Other concerns faced:
• extra costs
• product modification requirement
• financial risks, export licenses and documentation
Coca-Cola per
capita
consumption in
the ten most
populated
countries
worldwide 2019
•  In 2019, Mexico was the
country with the highest
carbonated soft drink
consumption, namely over
630 8-ounce servings per
capita per year