Analyzing how Strategy goes Global within Cultural Marketing: A Case Study of Coca-Cola in Spain and the US
Project Author
Issue Date
2024-04-08
Authors
Baird, Meredythe
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First Reader
Onyeiwu, Stephen Z.
Additional Readers
Herrera, Teresa
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Abstract
Coca-Cola is a very successful, global soft drink brand that has made a name for itself through its long history based in tradition. As Coca-Cola has remained at the top of the world’s beverage market, the strategy used to achieve this notoriety is explored in this project. The examination of the Coca-Cola Company and its cultural marketing efforts are observed in both the United States of America, as well as the Coca-Cola Company Spain entity. The extension of the global phenom, the Coca-Cola Company España, is situated under the umbrella of Coca-Cola Europacific Partners (CCEP).
The framework of exploring how Coca-Cola leverages cultural factors in its marketing strategies is researched through a variety of printed mediums detailing the effects of culture on marketing and how strategy can aid a business’s growth. One chapter of this research is dedicated to the usage of cultural norms in Spain and is analyzed through three separate advertising campaigns. These campaigns focus on the traditions of the Spanish culture rather than the product itself. Using data from different statistics databases, the approach of using tradition to market Coca-Cola was found to produce increased consumption in Spain. The strategy of being a market leader in the United States facilitated the continued success in the domestic market as well.
Description
Chair
Major
Business
Spanish
Spanish
Department
Business and Economics
World Languages and Cultures
World Languages and Cultures
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Honors
Business and Economics, 2024
Spanish, 2024
Spanish, 2024