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Coca Cola is the leading manufacturer, marketer and distributor of soft drinks in the world. With domestic market nearing saturation, the potential for growth lies in international markets. In recent years, economic, political and social changes have made the global environment more uncertain, forcing Coke to reevaluate its strategy, structure and culture to maintain a competitive advantage. The following is a dynamic analysis that tracks the evolution of Coke’s strategy from global standardization to a multi-domestic strategy that emphasizes national responsiveness.
During Goizueta’s management term, Coke is already a large, mature company in the formalization stage of its life cycle and in the international stage of global development. The organization’s official goal is to dominate the global beverage market and maintain its market leadership position over Pepsi and other competitors. Its primary operative goals are productivity, efficiency and profit. Coke is a highly......

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Approximate Word Count: 1398
Approximate Pages: 6 (250 words per double-spaced page)

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