Coca Cola was a huge success in the US and by the 1900s it had expanded into 8 other countries and counting. Today, it is enjoyed in over 200 countries worldwide. (Coca-Cola Company, Heritage Timeline, 2011). There are two strategies that they could have used to help them do this, Standardised and Localised strategies.
Standardised strategy involves the product and the price being made at a set level across the whole organisation across the world.
This begins by ‘minimizing the differences in your products, you are able to rapidly increase production, streamline distribution, decrease raw material costs and reinforce product branding.’ (Acevdeo, 2012).
By making the product the same across all markets the cost can be decreased, with the economies of scale being put to use, (Buying in bulk will reduce the overall cost) and the same format being laid throughout the organisation will help efficiency. The price for the product will also be at the same standard ‘fixed world price’ and applying it to all markets, taking into account exchange rates and variations in laws and regulations. (Hollensen, 2004) This would work for Coca Cola as it would allow the product to be made efficiently with low cost, low risk and the product being the same everywhere. This provides an opportunity for a rapid introduction of any new products in international markets. (Hollensen, 2004).
Whereas, with a localised strategy it’s another matter; ‘Localising a product or service is the process of adapting them to a particular language, culture, and desired local “look-and-feel.”‘ (Rouse, 2005). For Coca Cola this will be done through a number of actions, first and foremost would be changing their method of advertising as that is their most powerful tool. Advertisement would be changed to suit each individual culture, although it is kept near enough the same structure certain aspects would be changed, for instance in India the use of celebrities would be used more than in Africa whereby football is the bigger love of the people. This would allow Coca Cola to maximise profits as it’s focusing on each market, however it cost time and may create more difficulties.
Acevedo, L. 2012. Product Standardisation Strategy. [online] [viewed 23/01/2013] Available from: http://www.ehow.com/way_5379387_product-standardization-strategy.html
Coca Cola, 2011. The Coca Cola Company Heritage Timeline [online] [viewed 23/01/2013] Available from: http://heritage.coca-cola.com/
Holllensen. S, 2004. Global Marketing a decision-oriented approach, 3rd ed. Essex: Pearson Education Ltd.
Rouse, M. 2005. Localisation [online] [viewed 23/01/2013] Available from: http://searchcio.techtarget.com/definition/localization
2dives, 2013. Coca Cola vintage posters. [online] [viewed 24/01/2013] Available from: http://2dives.com/wp-content/gallery/7coca_cola_vintage_posters/coca_cola_vintage_posters-0003.jpg