Globalization Through Coca

Cola

By:
 Definition
• Globalization refers to the worldwide
phenomenon of technological, economic,
political and cultural exchanges, brought about
by modern communication, transportation and
legal infrastructure as well as the political choice
of countries to open cross-border links in
international trade and finance. The term
describes how people are becoming more
intertwined with each other around the world
economically, politically, and culturally.
 What will we be doing?
• Today our presentation will inform you of
one of the greatest examples of a
corporation that has taken to Globalization
and utilized it to their benefit. Our group
has analyzed the corporation and will
show just how the company has utilized
globalization to their advantage. By
looking at the different regions of the
corporation.
Europe
• Geographically from the United Kingdom
To Russia
• During a trip to Europe the son of one of
the early leaders of the company, Asa
Candler, presented the drink to a London
Soda Fountain Owner.
• He responded by sending an order for 5
gallons of syrup from Atlanta, shipments
went out to Europe as early as 1906
 World War II and Nazism
• Controversial relationship with the Nazis
before and during WWII.
• Operated in Germany when the Nazis’
practiced eugenics and anti-semitism.
• Leader at the time, Max Keith refused to
become a Nazi.
• Fanta created in Germany due to the
difficulty of shipping Coke syrup to
Germany
 Leadership
Dominique Reiniche
Dominique Reiniche, a
German, is president and chief operating
officer of the European Union Group of the
Coca-Cola Company. The Group includes
all current member states of the European
Union, as well as the European Free
Trade Association countries.
 Education of Leadership
She is a Graduate of the ESSEC business
school in Paris. Before joining the Coca-Cola
system she was Director of Marketing and
Strategy with Kraft Jacobs-Suchard, a historical
British company and creators of the world
famous Kraft dairy products that we have grown
to love. She began her career with Procter and
Gamble another famous company that started in
Cincinnati. Ms. Reiniche joined the Company in
May 2005 and was appointed to her current
position at that time.
 Top five brands in Europe
• Coca-Cola
• Diet Coke/Coke Light
• Fanta
• Schweppes
• Sprite
• Very similar to American market, main
differences are “Lite” products as opposed
to “Diet”
Advertising in Europe

“Eat Football Sleep

Football Drink Coke”
- Great Britain
“70’s Hits CD of
American Music”
the Netherlands