Strategic Marketing Coca Cola

1. What major issues does Coca Cola face in managing a global brand?

Because Coca Cola company is presents in 200+ countries all around the world and has 500 brands, the company has to provide different products in each regions of the world because way of consumption, legislation, etc. are different. Coca Cola drinks have got more sugar in Egypt because people are eating more sugar than in France. But in fact it doesn’t affect only the taste of the product. Packaging are different, consumer behavior and channel must be also reworked in order to provide a product adapted.

2. How will efficiency and effectiveness be ensured?

Efficiency and effectiveness are ensured thanks to a challenge imposed by Coca Cola, which is the leverage scale. The company defined 4 important steps in order to accelerate scale. The key drivers of efficiency and effectiveness are:

- Leveraging synergies and scale in portfolio managing marketing projects;

- Eliminating work duplication and focusing resources on innovation and executing with speed and excellence;

- Building team trust and collaboration;

- Simplifying marketing interfaces and decision making across regions.

3. How does Coca Cola capitalize on the knowledge of its marketers across all projects?

The objective for Coca Cola was to found people who can helps the organization to share knowledge by a faster way with something more collaborative, I mean including all the people, because as said Rachel Cain, “before, people didn’t ever know a project was on road”. But the company also observed that you cannot give the information and share it so simple. You have to frame the information in order to us it in the best possible

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