Within an arms reach of desire a coca col


 Introduction Global marketing has become a reality, the product most representative of this process is Coca-Cola’s Robert Woodruff, former chairman of The Coca-Cola Company stated in 1923, that Coca-Cola should always be ‘Within an arm’s reach of desire’. This study examines how this mission has continued to drive the Company’s marketing strategy, enabling Coca-Cola to build a strong global presence in a world in which citizens on all continents are seeking to purchase leading ‘brands’. Coca-Cola is the most recognised brand name in the world with 94 per cent recognition. This profile has spread with increasing rapidity in recent years as evidenced for example in China, where Coca-Cola became the most recognised trademark in the late 1990s. Today you can buy a Coke almost anywhere from Beijing to Buenos Aires, from Moscow to Mexico City. The Coca-Cola Company sells half of all soft drinks consumed throughout the world. New opportunities A developing business organisation will forever seek new opportunities to renew itself. A successful global business will seek to penetrate new markets and new countries while building on improving its presence in existing markets and in this  way it will continue to grow. The Coca-Cola Company has come a long…

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