Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 3K views

    International Business

    Uploaded by

    Katherine Angulo Risco
    Coca-Cola engaged in foreign direct investment in Europe to increase sales and profits as consumption was lower there than in the US. Coke improved its operations by replacing local franchisors with more active sellers, lowering prices, and sharply increasing advertising. Strong local competition in Europe helped Coke improve its infrastructure by building new bottling plants to produce drinks at low cost, conduct effective advertising campaigns, and take advantage of the European Union eliminating tariffs to source from the lowest cost supplier. Coca-Cola is a multinational and global enterprise with franchises in countries around the world and worldwide brand recognition.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd

    International Business

    Uploaded by

    Katherine Angulo Risco
    3K views1 page
    Coca-Cola engaged in foreign direct investment in Europe to increase sales and profits as consumption was lower there than in the US. Coke improved its operations by replacing local franchisors with more active sellers, lowering prices, and sharply increasing advertising. Strong local competition in Europe helped Coke improve its infrastructure by building new bottling plants to produce drinks at low cost, conduct effective advertising campaigns, and take advantage of the European Union eliminating tariffs to source from the lowest cost supplier. Coca-Cola is a multinational and global enterprise with franchises in countries around the world and worldwide brand recognition.

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Coca-Cola engaged in foreign direct investment in Europe to increase sales and profits as consumption was lower there than in the US. Coke improved its operations by replacing local franchisors with more active sellers, lowering prices, and sharply increasing advertising. Strong local competition in Europe helped Coke improve its infrastructure by building new bottling plants to produce drinks at low cost, conduct effective advertising campaigns, and take advantage of the European Union eliminating tariffs to source from the lowest cost supplier. Coca-Cola is a multinational and global enterprise with franchises in countries around the world and worldwide brand recognition.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    3K views1 page

    International Business

    Uploaded by

    Katherine Angulo Risco
    Coca-Cola engaged in foreign direct investment in Europe to increase sales and profits as consumption was lower there than in the US. Coke improved its operations by replacing local franchisors with more active sellers, lowering prices, and sharply increasing advertising. Strong local competition in Europe helped Coke improve its infrastructure by building new bottling plants to produce drinks at low cost, conduct effective advertising campaigns, and take advantage of the European Union eliminating tariffs to source from the lowest cost supplier. Coca-Cola is a multinational and global enterprise with franchises in countries around the world and worldwide brand recognition.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    INTERNATIONAL BUSINESS

    NAMES: lvarez Aguayo Ivania Angulo Risco Katherine Gmez Parra Viviana COKE GOES WORLDWIDE WITH A LOCAL STRATEGY 1) Why did Coke engage in foreign direct investments in Europe? Because in Europe people drink less Coca Cola than in United States. So, the company took the decision to increase its sales in Europe to improve the profit. 2) How did Coke improve its factor conditions in Europe? One of these was to replace local franchisors that had become too complacent with more active, market-driver sellers. Cokes price was lowered and advertising was sharply increased. Low cost and rapid delivery were going to be key strategic factors for success. 3) How is local rivalry helping to improve Cokes competitive advantage? Coca-cola has strong competition in Europe. it is helping them to improve infrastructure ,the construction of new bottling plants is the best idea to produce soft drink low-cost; well-financed that reduce costs and become more competitive the price of soft drink , besides the advertising campaigns designed to make people abandon the products of competition. Furthermore the European Union eliminated all internal tariffs; it became possible for a chain store with operations in France, Germany, Italy and the Netherlands to buy soft drinks from the lowest cost supplier on the continent and not have to worry about paying import duties for shipping them to the retail stores. Low cost and rapid delivery were going to be key strategic factors for success of coke.

    4) Is the Coca-Cola Company a multinational enterprise? Is it global? Why? Yes, because its a big company, in each country there is a Coca Colas franchise. And it is recognized around the world.

    You might also like