In fact, Coca-Cola is among the international brands that are well-known worldwide. The company has prospered in the beverage industry beyond any other competitor. It has taken a great international strategy and the application of theories of international management for the company to achieve this feat. .
Coca-Cola's International Strategy.
It is without doubt that the strategy that Coca-Cola has adopted in its international venture has been successful because it has helped the company reach great heights. The path to the company's success has not been an easy one, as it has encountered many challenges. However, Coca-Cola has always found a way out. For instance, the Coca-Cola products have been banned in a number of countries, citing that the products are not healthy for public consumption and they encourage obesity (Johnson & Peppas 2003). The company has been faced with many lawsuits, sometimes being accused of child labour sweatshops, as well as discrimination in its provision of health care benefits to its employees. Notwithstanding these challenges, the company has been able to adopt a winning strategy. It has five major factors that form the core of its strategy, which have been the architects of its success. The factors are: a peculiar brand that is recognized worldwide, quality production, good marketing strategy, global availability, and consistent innovation. .
Effective Branding.
One of the most effective competitive strategies for any organisation is the brand development. Organisations make brands that are unique and differentiated. In addition, they work towards making the brands become recognized by a wide range of customers (Chakravarthy & Coughlan 2012). The Coca-Cola Company has adopted a unique brand that has been a major factor to its international success. Organisations need to have a brand that stands out in the midst of other products that are in the market. Coca-Cola is a company that is operating in a highly competitive and dynamic beverage industry.
