2. Introduction at International Business
Involve any business transaction between parties
Include such activities as buying & selling raw
material, inputs or finished product across boaders
Difference between international business and
domestic business?
At least one party have to adjust legal, economic,
and cultural system; convert its currency into the
other party’s currency.
3. Coca-Cola Company
Description & Background
Founded in 1886 in US
Operate >200 countries except Cuba,
Sudan, Iran, Burma, North Korea.
Partnership >300 bottling and canning
company worldwide.
4. Coca-Cola Company Business
Environment
To elaborate
demographic, cultural, political, social, en
vironmental, technological, economical &
legal environment where Coca-Cola
Company function.
5. Micro environment
Affect company’s ability to services its market, decision
making process & performance.
Can be controlled by organization.
Include consumer, distributer, supplier & competitor.
Macro environment
Affect organization’s plan & strategic.
Very constantly, out of organization control and no
predictability.
Include
political, economic, technological, social, environment &
legal changes factor.
6. Political factors:
Non-alcoholic beverages falls in the FDA
(food and drugs administration)
government has power to set standard law
requirement.
Economical factors:
National and world economy impact as well as
inflation and recession.
Pakistan where is the unemployment rate is very
much high, employs1800 people, involved
$130 million.
7. Social factors
lifestyle, population growth rate and carrier
attitudes affect nonalcoholic industry.
Increase in awareness among consumer and
modern life style.
consumer’s needs and began to produce
diet coke, like beverage, juice and sport
drinks.
9. Technology factors
Introduction of plastic bottles and cans
have increased the sales of coca cola.
Ardagh glass is the latest technological
achievement by Coke Company.
11. Environmental factors
Now company has considerate three objectives:-
Recycle the water
Reduce the water consumption level
Refill the water in communities
advance recycling programs company decides
through education they can prevent Littre.
13. Entry mode of Coca-Cola
wholly foreign owned enterprises
Such Malaysia , China , Brazil , Italy , Japan ,
Korea.
In 1990s, entry to largest chinese market.
Achieve the product localization cost
reduction
Maintain control over its core
competencies.
14. Alliances
“marketing partner” with the Lenovo
High tech image to match the interest
express
Hundred of stores and thousands of dealers
Lenovo use the lager channel system
15. Joint venture
Swire Group, Kerry Group and COFCO
The implementation of the beverage
production , sales
Building the marketing channel
Get the localization license
16. Culture
i. Logo
In Malaysia
The original bright red and white color scheme logo
is the global unified visual identity of Coca-Cola.
17. In China
Coca-Cola Chinese logo design
adopts a white on red.
Traditional color festival that reflects the
happiness, good luck, celebration and
spiritual activities and materials of the
Chinese people.
18. 可Ke: means permission, can, may.( “co”)
口Kou: means mouth( “ca”)
可Ke: means permission, can, may ( “co”)
乐le: means happiness( “la”)
When they are combined, the formed word usually has more
defined meanings:
(Kekou) = tasty, good to eat, palatable.
(Kele) = be happy.
19. ii. Packaging
In China
There are three main aspects that Coca-Cola
integrates Chinese culture with packaging.
Stars that Chinese young people like
Chinese traditional culture
Significant events for Chinese people
23. In Malaysia
Coca-Cola’s localization on the packaging
design is based on the local festival.
multi-ethnic society practising multi-
cultureless and multi-religion.
packaging for Chinese New Year, Aidil Fitri,
Deepavali etc.
24.
25.
26.
27. iii. Advertising
In China
People desire for Auspicious, jollification
and family psychologically.
Focusing on the expression of the
philosophy of family first and harmony.
Moreover “Dragon”, “paper-cut”,
“shadowgraph”
28. In Malaysia
television media, newspaper, magazine
and internet media.
Malaysia culture and lifestyle to be
advertisement title to showing Coca-Cola
have good relationship with Malaysian.
29. Coca-Cola Building Illumination in
Malaysia
Malaysia will be the first country outside
the United States to screen a special
Coca-Cola video on such a large scale.
world's largest full-colour LED wall
screen on the Putra World Trade
Centre's Menara Dato' Onn.
34. b) Safety of product
avoid the accident happen
labelling the expired date, precaution,
information of products
approve by government
standard volume of caffeine
35. c) Consumer Toll-free line
hotline and email address
Malaysia Consumer Hotline in the
bottles is 1-800-88-2653
www.coke.com.my
36.
37. Corporate Social Responsibility
(CSR)
CSR in China
Coca-Cola company help cleaning
Yangtze river
It is longest polluted river in Asia
Coca-Cola with WWF (world wildlife
Fund)
38. CSR in Malaysia
Donate 1.53 million CSR
Active healthy living & community recycle
program
Olympic council Malaysia received
RM765 000
‘Move Malaysia program’
University Putra Malaysia
Establish a campus recycling programmer
40. “A lot of companies have chosen to
downsize, and maybe that was the right
thing for them. We chose a different path.
Our belief was that if we kept putting great
products in front of customers, they would
continue to open their wallets.”
Steve Jobs
