Management

Coca-Cola’s worldwide strategy

The Coca-Cola Company of Atlanta, Georgia in American is a household name of selling a carbonated soft drink in stores, restaurants, and vending machines throughout the world,which is called Coca-Cola.

Coca-Cola is originally produced as a kind of medicine in 1884 but failing to produce it as it was expected. Therefore ,Coca-Cola is sold to a business man,and that is the man who finally developed this kind of soft drink.In 2013, Coke could be found everywhere in every countries in major restaurants , supermarkets and food distributors with the consumption speed of 1.8 billion bottles per day.

The company made the decision of selling ‘Coca-Cola’ worldwide initially because it is a product which is highly welcomed by everyone regardless of their age and gender.What’s more, the trend of global market is also a significant factor to encourage the company enter the big global market containing great potential.Thus,there must be ways to help the company hold a such favorable position in the world.

After our group’s research, one of the factors of their success is their packaging strategy.Here are three main divisions of this strategy concluding from the evolution of the bottle package designs.

First property of their bottles’ design is that they fully inherited the connotation of the brand as well as their brand traditions no matter how many parts of the packages had changed.Second of all,they change the package very slightly while these little detailed changes inform consumer of a sense of fresh,surprise and pleasure every time they buy their products.The third feature is that Coca-Cola ,as a global company,shares a highly reputation around the world.What’s more,they act as the old saying:'when in Rome,do as the Roman do' thoroughly.The company will release different types of limited...