Coca Cola– a Global Brand’s Experience in China; Past Decisions and Current Problems Facing the World’s Largest Beverage Manufacturer. Essay

4109 WordsJan 15, 201417 Pages
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! A Global Brand’s Experience in China; past decisions and current problems facing the world’s largest beverage manufacturer.! ! ! ! ! Imperial College Business School! Global Business Management! December 2013! ! ! ! ! Micaela Illy, David Pereira, Alex Ireton, Jinnipa Panyawuthikrai & Jack Hewitt 1 ! ! Always Coca-Cola – 1993! ! ! Since 2000, The Coca-Cola Company has reigned Interbrand’s Best Global Brands ranking, to be surpassed only in 2013 by Apple and Google. With more than 500 brands consumed at a rate of more than 1.8 billion servings a day, Coca-Cola Co. is the worlds largest beverage company, operating in more than 200 countries (CCS, 2013). Founded in Atlanta in 1886, their ‘Ice Cold Sunshine’ carbonated drink has reached all corners of the globe, making it a truly globally recognised brand. It is thus unsurprising that almost 60 percent of the Company’s revenue is generated from international markets. Coca-Cola has always pursued a global expansion strategy, building and then leveraging its strong brand throughout the world, in fact, one of its core missions is ‘To refresh the world…’. Their symbolic 'I’d Like to Buy the World a Coke' ad, form the 1970s, depicts young people from all nations, dressed in traditional costumes, singing harmoniously on a hilltop. This iconic commercial, one of the milestones towards building Coca-Cola’s global brand image, has a clear underlying message, sustaining the firm’s approach to global diversity; Coca-Cola brings people together, despite their differences, culture, or nationality (Hysomn, 2011). ! ! ! Coke Is It! – 1982
 One of the dominant strengths of the cola giant is its modus operandi and ideology towards internationalisation; operating on a global scale whilst maintaining a local attitude. Coca-Cola enjoys being the

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