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Cultural Issues of Coca Cola in International Market

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Submitted By pooja7
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Coca-Cola re-entered china in 1979, after three decades after the Equity joint venture law was issued, and was the turning point for coca cola to China’s open door policy aiming to increase sales by 15% using effective strategy, “Think Local, act local” and to exceed USA i.e., the home market of Coca-cola and become the largest market in terms of capital consumption by 2020 (manufacturer., 2014).

(Geert-hofstede.com, 2014)
If we explore the Chinese culture through the lens of hofstede culture model, we can have a good understanding of Chinese culture relative to the other world’s culture. Talking about the first parameter of Hofstede analysis, as we can see in the graph that Power distance in comparison with the home market of coca cola i.e, USA, the power distance is just double, that states that there is no direct communication between the bosses and employees also the employees fear to disagree with their bosses even if they find anything unjustified. Individualism is also one of the major aspect where the company has to deal with, as China has more collectivism approach that means they are interdependent to each other and give priority to group goals and achievements in exchange of loyalty. coming to the next parameter i.e, Pragmatism which means that each group or society has to maintain some relation or link with their previous experiences while dealing with the upcoming tasks or challenges, seeing the score we can determine that china has more Pragmatism than the USA, they believe to keep their previous mistakes or achievements in mind while planning for future tasks. Coming back to the graph again can see that the Indulgence is also a major challenge for Coca cola in china as home market culture of coca cola is more than China which means that people in China have perception that they are restrained by society and their norms, and indulging

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