Globalization

Beginning in the 1920’s building their global network, Coca-Cola is now the “world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands in over 200 countries” (Coca-Cola, 2004). Competing globally is a difficult task due to the unpredictability of foreign markets (Bateman &Snell, 2003). Coca-Cola not only recognized the opportunity in the global market but was able to expand successfully. Canada and Panama were the start of their global market in 1906. Since then they have expanded throughout the world. Coca-Cola successfully meets consumer’s tastes globally; as a result 70% of their income is from outside the United States (Coca-Cola, 2004).
Coca Cola plays a major in its industry, not only in the U.S, but also all over the globe. Coke is single handedly the most popular soft drink anywhere, beating out its competition, Pepsi Co. Overseas, Coke has established its empire from South America to Africa to all of Asia and Europe. Coke is the world's top soft-drink company. The Coca-Cola Company owns four of the top five soft-drink brands (Coca-Cola, Diet Coke, Fanta, and Sprite). Among its other brands are Barq's, Fruitopia, Minute Maid, PowerAde, and Dasani water. In the US it sells Group Danone's spring water brands (Dannon and Sparkletts). Coca-Cola sells Crush, Dr Pepper, and Schweppes outside Australia, Europe, and North America. The firm, which does no bottling, sells about 400 drink brands, including coffees, juices, sports drinks, and teas, in some 200 nations. Coke’s position is so powerful in the market that it is the second most recognized word anywhere in the world after “OK.” Even though many nations overseas feel the impact that Coke has, the individuals at Coke has assured that their presence is felt here in the US also. Coke has