BUSMOD 1 - SLP Globalization and Global Strategic Planning Essay

BUSMOD 1 - SLP Globalization and Global strategic Planning - Essay ExampleFrom the Interbrands best global brand 2011, Coca dumbbell has been selected as the worlds most valuable brand. This paper will analyze the Coca boob ac caller-out in the context of globalisation and global strategic planning. Globalization and International Operations of Coke Cola Globalization refers to the process through which national economies and cultures are integrated into an outside(a) economy so as to enhance international trade, direct foreign investment, migration, and technology sharing. As Mishkin (2008) opines, globalization greatly contributes to effective and fast circulation of ideas, languages, and cultural ideologies (p.134). With intent to enhance foreign investment and grumpy-border trade for international business expansion, nations have liberalized cross border trade regulations. Hence, the emergence of globalization brought significant changes in Coke Colas international operati ons and strategic planning as the corporation had obtained free access to global economies. This process allowed the company to enter highly developing market segments like India, which is currently one of the potential markets of the firm. The Coca Cola gives increased emphasis on human resources management because effective employee participation is essential for the company to ascertain global integration of its business operations (The Coca-Cola Company). Nowadays, the company is introducing diverse product lines (for instance, 7.5 ounce mini can) to its markets in order to effectively defend stiff market competition. Recently, the company has formulated a series of unified and social responsibility programs so as to promote a sustainable growth (Coca Cola Sabco). selling Entry Strategy of Coca Cola According to Arnold (2003), magical spell analyzing overseas operations of the Coke, it is obvious that the company practices a global localization or glocalization system when considering entry into a foreign market. The localization strategy involves two distinct techniques. Under the first method, a multinational corporation adapts its marketing mix in a way that suites its product lines with the foreign market conditions where it entered. In contrast, the second go on involves the training of new-market peculiar(prenominal) sources. Although the second method is most direct and easy to implement, it involves higher costs and is a slower approach than adaptation. It seems that the Coke practices the both product adaptation and specification approaches. For instance, the company adopted the adaptation strategy while it entered India whereas the Coke dealt with a number of locally oriented brands as part of its market entry in Japan. Similarly, the organization extensively makes use of media as part of product positioning and territory expansion. It is clear that globalization enhanced the development of telecommunications media and which in turn fast ened the spread of global mass culture. The higher development of global media as a result of globalization has greatly assisted the Coke to promote its products crossways regions where it recently entered. In Indian market operation, the Coke Cola has hired several famous choose stars like Aishwarya Rai and Vivek Oberoi to endorse its products as part of its