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Learning Team C How Coke Changes the World

Learning Team C How Coca-Cola Changes the World

Anyone who has been witness to one of the Coca-Cola commercials has seen the company is global in nature, and does it best to promote to all. During the 2014 Super Bowl, Coca-Cola featured an ad, where the now infamous Coca-Cola song was sung by people across all ethnic backgrounds which transcended the product across all country lines (www.usatoday.com). Coca- Cola is an international company, and everyone knows about Coke.

A visit to the World of Coke in Atlanta is not complete without the prerequisite visit to the tasting room to taste the product produced in each of the different countries. How was Coca-Cola an American company able to do this and succeed where other companies fail? Coca-Cola understands the value of local competition and local corporate responsiveness. As part of Coca-Cola’s global strategy they have created a global mission statement,” The Coca-Cola Company will mirror the rich diversity of the marketplace we serve, and will be recognized for our leadership in Diversity, Inclusion and Fairness in all aspects of our business, enhancing the Company’s social license to operate.” (www.cocacolacompany.com). Understanding the Coca- Cola strategy one is quick to understand that Coca-Cola is focused on diversity and local diversity to increase market share and sell their product.

Unfortunately while this information and strategy has been effective lately, it has been revised due to poor publicity and criticism in 2001 accusing Coca-Cola of going after union leaders in Colombia who were trying to block their product production in the country. (columbiajournal.org). Many people were killed allegedly at the hands of people working for Coca Cola and suit was filed in the United States under the Alien Tort Claims Act, which allows non US citizens to file claims against US Citizens and in this case Coca Cola when they feel rights have been violated. This...