Coca-cola is well-known worldwide. Many people grew with this brand, some of them even able to remember some of their Coke jingles. Moreover, with its goal to be global, Coca-cola has successfully operated in over 200 countries with multi-billion dollar income (The Saylor Foundation, n.d., page. 1). However, this success did not come without a struggle. Some accusations from different parties were thrown at Coca-cola; furthermore, the competitors tried to introduce other soda drinks that they believed could compete with Coke (The Saylor Foundation, n.d., p. 1). Therefore, Coke noticed that they needed to win customers by fulfilling their preferences, leading them to customize their products. Simultaneously, they are becoming more global by shaping and implementing their ideas. Accordingly, they create a team of researchers to test their ideas.
Due to the availability of various choices offered to customers, the companies feel the urge to create “greater personalization and customization” (Carpenter et al., 2010, p. 143). Accordingly, Coca-Cola Company tailors its products “to meet specific customer preferences (Carpenter et al., 2010, p. 143). For example, they introduced Cherry Coke and Vanilla Coke to younger customers; besides, they produced Diet Coke, Vitamin Water, and Odwalla products for people who worry about their health (The Saylor Foundation, n.d., p. 3). They also produce in different packaging, customizing to different lifestyles, ages, incomes, and distribution methods (The Saylor Foundation, n.d., p. 3).
To face the challenge of making their product personalized and customized, Coca-cola shape and implement its ideas according to the needs of its customers (Carpenter et al., 2010, p. 144). Simultaneously, they make their advertisement to be memorable and their jingles to be captivating. Their most popular jingles inspire hope and love; it says, “I want to buy the world coke” (The Saylor Foundation, n.d., p. 2). In the bargain, Coca-Cola ensures their supports to big sports events such as the Olympic Games, International Federation of Association Football (FIFA), National Hockey League (NHL), National Basketball Association (NBA), National Football Association (NFL), Major League Baseball (MLB), NASCAR, and the Cricket World Cup (The Saylor Foundation, n.d., p. 3). They even made a song for their brand, sung by famous singers from Indonesia – Agnes Monica feat with Timbaland, T.I, which attracted more than 27 million views (Agnes Mo, 2014).
To achieve capitalization on trends, Coca-Cola requires to focus on experimentation. Appropriately, they will test new knowledge by investing “significant time and money into researching and understanding different marketing trends and consumer segments” (The Saylor Foundation, n.d., p. 3; Carpenter et al., 2010, p. 137) ). Some approaches to testing new knowledge are new ways of distributing Coca-Cola to new countries, approaching different generations by creating new products, and introducing the brand to people’s lives through creative jingles and memorable advertisements. Coca-cola expanded worldwide in 1900 with the occasion of the US Military to expand to the region of Cuba and Panama (The Saylor Foundation, n.d., p. 2). Soon after they bonded to the products, Coca-Cola expanded its bottling plants to Hawaii, Puerto Rico, Guam, and The Philippines; moreover, the company grew to be the world’s most iconic brand (The Saylor Foundation, n.d., p. 2). Different generations prefer Coca-Cola for its various products, fulfilling the needs of every type of person. And as explained in paragraph three, Coca-Cola has succeeded in making unforgettable, momentous, notable advertisements and jingles.
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References:
Agnez Mo. (2014, April 1). Agnez Mo – Coke Bottle ft. Timbaland, T.I [Video]. YouTube. https://www.youtube.com/watch?v=5iobEYR487Q&list=RD5iobEYR487Q&start_radio=1&t=4
Carpenter, M., Bauer, T., & Erdogan, B. (2010). Management principles, v. 1.1. https://2012books.lardbucket.org/books/management-principles-v1.1/index.html.
Hornet Pictures. (n.d.). Coca-cola truck delivery vehicle. Pixabay. https://pixabay.com/photos/coca-cola-truck-truck-6801302/
The Saylor Foundation. (n.d.). Globalization and the Coca-Cola Company. Saylor.org. https://my.uopeople.edu/pluginfile.php/1092210/mod_book/chapter/261857/Unit%203%20Case%20Study%20-%20Globalization%20and%20Coca%20Cola.pdf?time=1581708994062
