Dissecting a Global Marketing Strategy – Coca-Cola
Overview
This final assignment combines all the knowledge you have gained in this course and applies it in the form of an extended case study. In Unit 2, you selected a publicly traded firm with a global presence for this assignment. You will now take a critical view of the firm’s marketing operations and analyze how well the firm is performing against their stated strategy. Using the various topics covered in this course (marketing mix, digital marketing strategies, global marketing strategies, et cetera), evaluate the firm’s performance for all areas that apply. Comment on how well the firm executed their program identifying its strengths and weaknesses and make recommendations for areas that require improvement and/or stand out for their excellence.
Answer the following questions about culture’s influence on the firm’s marketing strategy.
– How does the firm identify and modify their digital marketing communications to be culturally sensitive in its global operations?
– What is the firm’s methodology in working toward achieving long-term customer relationships?
– How does the firm integrate their digital platform into the broader IMC?
– What is the firm’s approach toward increasing revenue through brand management, market penetrations, and/or add-on services?
Requirements
Your assignment should also meet the following requirements:
Paper length: The paper must be at least 2,300 words, double-spaced pages; do not include the title page or reference page in your word count.
References: Include a minimum of five scholarly references other than the assigned readings.
Written communication: Must be free of errors that detract from the overall message. Check your grammar, spelling, and case agreement.
Case agreement: Make sure the case of the noun agrees with the case of the verb. For example:
Incorrect: The company execute its marketing strategy through digital channels.
The singular noun (company) does not agree with the plural form of the verb (execute).
Correct: The company executes its marketing strategy through digital channels.
Incorrect: Jayasingh and Eze (2009) and Rettie, Grandcolas, and Deakins (2005) reports younger people hold more favorable views of text message advertising.
The nouns (Jayasingh and Eze (2009) and Rettie, Grandcolas, and Deakins (2005) do not agree with the singular form of the verb (reports).
Correct: Jayasingh and Eze (2009) and Rettie, Grandcolas, and Deakins (2005) report younger people hold more favorable views of text message advertising.
Write: To receive credit for APA writing, write your paper in the third person.
Paper layout: Proper APA style uses a cover page, introduction, body, conclusion, and reference list.
Use APA levels: Format with 1, 2, and 3 headings as required.
Font and font size: Use Times New Roman, 12 point.
Resources and citations: Format according to current APA style and formatting guidelines.
SafeAssign: Use the SafeAssign Draft option to check your writing and ensure that you have paraphrased, quoted, and cited your sources appropriately. Run a SafeAssign report, saving your paper as a draft. Based on your SafeAssign results, make any necessary changes to your paper before submitting your assignment to your instructor for grading.
