Monday 11 April 2011

Coca-Cola Global Strategy Chapter 19

Chapter 19
The Global Marketplace

Individual Assignment


  1. Read the opening vignette to the chapter. Think about the answers to the following questions:
    1. What appears to be Coca-Cola’s primary global strategy?
    2. Why is Coca-Cola referred to as an “all-world brand”?
    3. What would be an example of Coca-Cola using a localization strategy?
    4. What would be an example of Coca-Cola using a standardization strategy?
    5. How has Coca-Cola used advertising to its advantage in constructing a global strategy?
    6. What do you see as the “image” of Coca-Cola worldwide?
    7. Do you see any dangers or problems with Coca-Cola’s approach to globalization?

Share your findings with the class.

Think-Pair-Share

  1. Consider the following questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to questions from the instructor.
    1. What is the result of protectionism?
    2. Why do companies delay pursuing internationalism strategies?
    3. What is a global industry? What is a global firm?
    4. List and briefly describe the major decisions in international marketing as shown in Figure 19.1.
    5. Define the following terms: tariff, quota, embargo, exchange controls, and nontariff trade barriers. Explain the role played by these terms in international trade.
    6. What is the purpose of the World Trade Organization and GATT?
    7. Why does the WTO cause conflict in certain sectors?
    8. What are regional free trade zones? Economic communities?
    9. Discuss the brief history of the European Union.
    10. Discuss the history of NAFTA.
    11. List and briefly describe the four types of international industrial structure.
    12. What factors should be considered when making the decision as to whether to do business in a foreign country? Briefly explain each.
    13. What is countertrade?
    14. Give examples of differences in business norms and behavior in different countries.
    15. What factors impact a company’s decision on whether to go international?
    16. How does a company decide which market to enter in the international marketplace?
    17. Discuss the three market entry strategies shown in Figure 19.2. Which of these strategies is the riskiest? Why?
    18. Compare and contrast the strategies of adaptation versus standardization the international marketplace?
    19. List and briefly discuss each of the five international product and promotion strategies shown in Figure 19.3.
    20. What is dumping? Is it a sound strategy?
    21. Discuss the whole-channel concept for international marketing.
    22. Discuss the various options open to a company when forming an international organization structure. Examine the merits of each form.

Outside Example

NAFTA has been a boon for many companies, allowing the free trade of goods and services across borders in North America. Although trade has blossomed among the three countries, the agreement is still, as the textbook says, being phased in over 15 years. And there are still barriers that exist.

Trade in food is a good example. The United States is among the world’s toughest in food safety regulations. But as it turns out, not all of our food products are welcomed by our neighbors to the north. Many poultry processors, for example, ignore the Canadian market because “it’s not worth the trouble” according to one major U.S. poultry company. The USDA Web site, http://www.usda.gov/, provides detailed information on export requirements for food processors.

  1. What aspects of the global marketing environment would a food processor need to be aware of? Would it be different for a company that produces a meat product versus one that deals in fruits and vegetables? Why or why not?
  2. What decisions might a food processor need to make in deciding whether to go international?
  3. Outline a plan for how a food processor might want to select countries to enter.
  4. Develop a global marketing plan for a pork processor (one who produces such items as bacon, hams, pork roasts, ribs, and the like). Would you take a standardized or adaptive approach? What would your product strategy be? Your promotion strategy?

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