Global Marketing

Global marketing has been defined as ‘marketing on a worldwide scale, reconciling or taking advantage of global operational differences, similarities and opportunities in order to meet global objectives’. When a company becomes a global marketer, it views the world as one market and creates products to fit the various regional marketplaces. The ultimate goal is to sell the same thing, the same way, everywhere!

Coca-Cola is an example of a company with a single product – only minor elements are tweaked for different markets. The company uses the same formulas (one with sugar, the other with corn syrup) for all its markets. The bottle design is the same in every country but the size of the bottles and cans conforms to each country’s standard sizing. This link (http://www.bbc.co.uk/news/magazine-19550067) shows the global reach and history of Coca-Cola. The article shows how the growth of the Coca-Cola brand has been closely aligned to geo-political events over its 126 year history. Coca-Cola as a drink and as a company embodies the globalisation phenomenon.