Contents

1. Introduction...............................................................................................................................................1
2. Adaptation Strategies of Coca-Cola Company..........................................................................................1
2.1. Differentiation Strategy.....................................................................................................................1
2.2. Marketing Strategy............................................................................................................................2
2.3. Distribution strategy..........................................................................................................................3
2.4. Glocal Strategy...................................................................................................................................4
2.5. Diversification strategy......................................................................................................................4
2.6. Collaborative Strategy.......................................................................................................................5
References.........................................................................................................................................................6
 1. Introduction

The Coca-Cola is the world's largest beverage company , with over 1,100 brands and markets in over
200 countries. The corporation was founded in 1886 and is headquartered in Atlanta, Georgia, with
offices across the country.

Every organization must first discover the terrain for business owners when entering a new market.
Cultural variations, such distinct strategies, laws, economies, business strategies, and currencies,
have a huge impact on a country's success in a foreign market. Entering a foreign market can be
made considerably easier with the use of techniques. In addition, each country that joins a foreign
market must tailor its products to the tastes and preferences of the new market.
 2. Adaptation Strategies of Coca-Cola Company
When entering a foreign market, Coca-Cola is also adjusting to different customs. The tactics listed
below assist the Coca-Cola Company in accurately adapting to each foreign country.

2.1. Differentiation Strategy

Differentiation strategy, according to Bordes (2009), is a strategic method to gaining a competitive

advantage. They are offering something distinct and different to customers. It distinguishes a
company's product or service from its competitors. Manufacturers can establish a strong identity in a
market by using a differentiation approach.

Coca-Cola has used a differentiation approach to great effect, selling various sorts of beverages
under the same brand name.

Companies can distinguish their products in a variety of ways. Branding is one of them, and cost
leadership is the other. Brand aspects are divided into five categories that represent essential values:
brand loyalty, name recognition, perceived quality, brand-related correlations with perceived quality,
and other brand elements. According to Gomez, 2022, the primary objective of cost leadership is to
become the industry's lowest-cost producer.

Coca-Cola is extending its products all over the world thanks to its branding initiatives and cost
leadership. They distinguish themselves from other brands thanks to their devised differentiation
approach. Coca-Cola is a status symbol and the most widely recognized trademark on the planet. The
Coca-Cola Company is investing into more than just brand recognition. They're also putting money
into product quality, charity sponsorships, and long-term sustainability. Every international market
they enter requires strong branding and cost leadership.

Language limitations were one of the most serious challenges that Coca-Cola experienced in various
nations. China is the finest example, yet it provides the greatest challenge. In various languages,
brand meaning might sound very different, which has an impact on consumer perception and brand
identity.

When Coca-Cola first entered China in 1928, Alon et al. (2010) said in the article 'Branding in China'
that they had no official representation of their name in Mandarin Chinese, therefore the correct
pronunciations characters were needed. When Coca-Cola entered the Hong Kong and Shanghai
markets, the Cantonese-based brand name imitated the original. In Mandarin, the original English
sound was rendered as 'nice to tongue and wax.' This was clearly not the message Coca-Cola wanted
to send to its customers. It claims that the name and symbol were modified to fit the local market.

The soft drink sector in Morocco is also quite dynamic, according to Alon et al. n.a (2010). Coca-
Cola has been operating there for 50 years, utilizing both a branding and cost-cutting strategy. Coca-
Cola focused on metropolitan centers and large towns in Morocco. Coca-Cola attempted to approach
people using effective marketing strategies such as inspirational messages and social bonding.
'Dayman Coca-Cola,' which translates to 'always Coca-Cola,' was the perfect statement to capture
people's attention. Coca-Cola was the first brand in Morocco to advertise in smaller towns and rural
areas. Coca-effective Cola's strategies include a brand strategy that is for everyone and a product that
is affordable to everyone. Coca-Cola stands apart from the competition because to differentiation
strategies, precise branding, and cost leadership, as well as a strong niche for contesting with both
local and worldwide brands.
 2.2. Distribution strategy

When some businesses seek to expand into a new market, the first step is to select distributors and
channels. Most businesses rely on third-party distributors.

China and the United States are Coca-two Cola's largest global markets. The Coca-Cola Company
built a significant business strategy with distribution in the US. Its bottling and distribution
companies handled the production. The syrup was delivered from the Coca-Cola facilities to the
bottling plants, according to this. Bottled beverages were also delivered from bottling plants to
distribution hubs and then to final retail outlets.

The corporation controls the distribution system throughout China, and it is extremely efficient.
Direct-to-retail distribution is the method (Kant, Jacks and Aantjes, 2008). When a company chooses a
foreign distributor, Daniels et al., N.a (2015) explain that the following stage is to find possible
distributors based on numerous characteristics, such as the company's financial strength and solid
connections. Because of the long-term connections between producer and distributor, financial
stability is crucial.

2.3. Glocal Strategy

A hybrid of global and international tactics has evolved called the glocal approach. The primary
purpose of global marketing strategies is to improve uniformity, integration, and homogeneity,
whereas international marketing strategies are primarily concerned with localization.

The glocal strategy combines international and global strategy by employing the concept of "think
global, act local." Every successful company should build a glocal strategy by tailoring its services
and goods to local markets while also taking advantage of its global knowledge in these regions.
Coca-Cola has implemented a Glocal Strategy. Coca-Cola produces a recognizable brand image and
responds to local market needs and varied cultures by combining the attributes of each strategy.

Coca-Cola had a global strategy before becoming glocal. Gardner and McGowan (2010) examined
the five major corporations in the soft drink sector. Only Coca-Cola was a corporation that fulfilled
the description of a global company according to the regional triad theory. Pepsi, Coca-Cola,
National Beverage, Cott, and Cadbury were among the five major soft drink businesses at the time.
These firms were responsible for 95% of global soft drink sales.
 2.4. Diversification strategy

Coca-Cola has over 3,300 beverages in its repertoire. To appeal to countries that did not accept the
standardized Coca-Cola Flavors, the company diversified its product ranges to appeal to countries
with diverse tastes than the United States. To accomplish so, it created new flavors of water, teas,
juices, sports drinks, and energy drinks in order to appeal to a wider audience

Any alteration of the current offering is described by the product diversification plan. This method is
very different from product development. It is a procedure that entails establishing a new consumer
base in order to spread the product's potential. This is accomplished through brand extensions or the
introduction of new brands.

Dangers may arise as a result of the execution of product diversification methods. One of them is a
misunderstanding of the new consumer base which comes with market development, and the other is
a loss of the original brand's significance (Product, 2010). The Coca-Cola Company has a diverse
variety of non-alcoholic beverages that are manufactured and distributed to clients all over the world.
Consumers can choose from a variety of drinks divided into three categories: sparkling beverages,
still beverages, and waters.

In 2016, in Japan. Fanta Lemon + C was introduced by Coca-Cola. Vitamin C is abundant in this
beverage. It was sold to boost Fanta trademark sales as well as address consumer demand for extra
vitamin C. In 2014, in New Zealand. MOST was created by the Coca-Cola Company. MOST is a
collection of 100 percent organic juices made from organic New Zealand apples. It is aimed towards
smart metropolitan individuals who frequent cafes. It comes in 275 mL bottles with flavors such as
apple, apple, orange and mango, apple and peach, and so on. MOST juices are now the most
profitable section of the New Zealand juice portfolio, with annual growth.
 2.5. Collaborative Strategy

Companies that are conducting worldwide commerce must pick which operating modes they will use
to carry out their strategies. Coca-Cola has a joint venture with six other firms in Kenya. These six
firms in Kenya include Cola Juice Company (CCC), which is a joint venture between Nairobi
Bottlers, Mt. Kenya Bottlers, Kisii Bottlers, Equator Bottlers, Coastal Bottlers, and Rift Valley
Bottlers, and The Coca-Cola Company, and The Coca-Cola Company (TCCC) (Cheptegei and Yabs,
2022).

The Coca-Cola Company has signed a licensing agreement with the Ferrero Group, the Italian
makers of Tic Tac. They collaborated on the launch of Coca-Cola Tic Tacs in 70 countries. In this
scenario, both companies are well-known over the world and are ideal for bringing people together.

. Taking into account the preferences of the local people, starting with cultural values and eating and
drinking habits, is one of the reasons for the success of advertising efforts. Coca-Cola might become
a globally recognized brand, with consumers in numerous nations throughout the world.

References

01. Bordes, J., (2009).Building and sustaining Competitive Advantage (Strategic Management
Assignment). Atlantic International University, Honolulu, Hawaii
02. Bennett, R. and Blythe, J., 2002. International marketing:Strategy planning, market entry &
implementation.
03. Ba Banutu Gomez, M. (2012, November 7-8th). International Trade & Academic Research
Conference (ITARC ), London.UK. Available at:
<https://pdfs.semanticscholar.org/6e16/e847831833ae83f483df808db4eb74041d06.pdf>
04. Gomez, M., 2012. In: International Trade & Academic Research Conference. [online]
Landon, UK. Available at:
<https://pdfs.semanticscholar.org/6e16/e847831833ae83f483df808db4eb74041d06.pdf>
[Accessed 23 May 2022].
05. Patil, V. and Myureshnikam, 2018. Marketing Strategy Of Coca Cola. [online] IOSR Journal
of Business and Management (IOSR-JBM). Available at: <http://www.iosrjournals.org/iosr-
jbm/papers/Conf.ADMIFMS1808-2018/Volume-1/12.%2077-85.pdf> [Accessed 20 May
2022].
06. Gardner, J. and McGowan, C., 2010. A Note on the Regional Triad Model and The Soft
Drink Industry. Multinational Business Review, 18(1), pp.89-94.
07. Kant, G., Jacks, M. and Aantjes, C., 2008. Coca-Cola Enterprises Optimizes Vehicle Routes
for Efficient Product Delivery. Interfaces, 38(1), pp.40-50.