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Identify the environmental factors that affect global and domestic marketing decisions Essay Example

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Identify the environmental factors that affect global and domestic marketing decisions

The financial market deregulation has significantly enhanced competition and promotes remarkable escalation in worldwide financial movement (Gillespie & Hennessy 2010). In sum, Coca-Cola has effectively reached the global market in reaction to the motivators of globalization.Coca-Cola has become successful through market segmentation and differentiation. For instance, the company recognizes that individuals with dynamic or hectic lifestyle will prefer beverages that have high contents of caffeine or glucose, like energy or sports drinks (Ferrell 2008). Likewise, the company is aware that children, teenagers, and young adults want sweet beverages (Ferrell 2008). This is how Coca-Cola uses the importance of demographics. For example, the company determined through market research that Coca-Cola Lite was considered a ‘female drink’ by males. Consequently, the company introduced a fresh product, named Coke Zero, which is intended for the male consumers (Gillespie & Hennessy 2010).In the meantime, the company is affected by physical infrastructure in terms of its response to the fast growing beverage market. Coca-Cola takes into consideration the capacity for expansion of its current factories, acquisition or building of other facilities, and acquisition of goods from other producer (Gillespie & Hennessy 2010). As an outcome of this consideration the company is able to choose the best sites or places at which to broaden or enlarge their production capacity.Promotional campaigns of Coca-Cola have been in agreement with the local culture. An adjusted or localized marketing mix implies modifying the mix with the dominant economic, physical, and cultural differences in various countries. Diverse cultures and languages created difficulties. Furthermore, the bottling system of the company is considered one of their major strong points. It allows them to carry out their business operations globally while simultaneous sustaining a local strategy (Ferrell 2008). The bottling organizations are locally owned and administered by private investors or entrepreneurs (Gillespie & Hennessy 2010) who are granted the permission to distribute Coca-Cola products.Coca-Cola has definite markets at all locations where in it operates. And based on legal obligations the business activities might be with local bottling facilities and factories in the area. Understanding the difficulties of handling operation in various sites

References

Ferrell, O. & M. Hartline. Marketing Strategy. Mason, OH: South-Western College Pub, 2007.

Gillespie, K. & H.D. Hennessey. Global Marketing. Mason, OH: South-Western College Pub, 2010.

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preview essay on Identify the environmental factors that affect global and domestic marketing decisions
  • Pages: 4 (1000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Masters
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