Different Culture in the Coca Cola Company

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2.0 Culture Edward Tylor defined as “that complex whole which includes knowledge, belief, art, morals, law, custom, and other capabilities acquired by man as a member of society.” Hofstede and Namenwirth and Weber by viewing culture as a system of values and norms that are shared among a group of people and that when taken together constitute a design for living. By values mean abstract ideas about what a group believes to be good, right, and desirable. Put differently, values are shared assumptions about how things ought to be. By norms mean the social rules and guidelines that prescribe appropriate behavior in particular situations. Society is to refer to a group of people who share a common set of values and norms. While a society may be equivalent to a country, some countries harbor several societies, and some societies embrace more than one country. 3.0 Different Culture Coca Cola Company 3.1 Socio-Cultural Factors Coca-Cola is recognized as the world's most valuable brand. The company has been extremely successful in global marketing, and experts indicate that this success is largely based on product variation and adaptation (Lamb, Hair & McDaniels, p. 114). Since the Coca-Cola Company extends to over 200 countries (with headquarters located in Atlanta, Georgia), they have an immense need to diversify their products and create a marketing plan that meets the socio-cultural interests of all their customers (vendors) and consumers (drinkers) around the world. The Coca-Cola trademark is recognized worldwide, no matter what language is printed on the bottle. However, the Coca-Cola Company must continue to tailor their marketing plan and product development to respect each consumer's unique values, beliefs and cultures. An example of the Coca-Cola Company adapting to the external socio-cultural environment is in 2007, the Coca-Cola Company received a

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