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Globalisation

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1.0 Introduction
Companies operating in the world today, do this against an ever more dynamic and complex interplay of social, cultural, technological, economic and political factors. The world now is interconnected at different levels, and events that occur in one corner of the globe can impact the operations of companies at another corner.
This need for interconnectedness led to the development of globalization which influenced some activities in the external and internal environment that adversely affected companies. Those companies that were aware and resilient enough to adapt to the changes in the activities in what is now called the global village, survived at the expense of those companies that were not resilient.
Globalization affected the way in which multi-national companies operate in the macro and micro environments. Coca-Cola is an example of a company that has successfully cultivated its international business, with more than 70 percent of its income originating from non-U.S. sources. The various strategies that Coca-Coca uses to achieve this include developing a global consumer market, establishing transnational corporations to reduce production costs, product branding and positioning, competition-based pricing, and more.
The Coca-Cola Company has responded well to globalization. However in order to remain competitive in the future, the company must identify and evaluate strategies to respond to the changes that may occur in the internal and external environments in which it operates.
2.0 Globalisation and its features
2.1 General
‘Globalization is the process which is bringing societies that were previously economically, politically, and culturally diverse into convergence. This is being achieved by a combination of the success of capitalism, the growth of a common mass culture (Mc Luhan and Powers (1989) Global Village) and the wish of

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