What is the Impact Online Retailing and Marketing to Global Organizations? A case Study of Coca Cola

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What is the Impact Online Retailing and Marketing to Global Organizations? A case study of Coca Cola

Coca Cola代写 A case study of Coca Cola:This research paper aims to study the impact of online retailing and marketing to global organizations.

 

Market liberalization has created a larger room for businesses to go global.

The internationalization of various business activities requires strategic marketing in the target market. According to Chaffey and Smith (2008), more and more businesses are adopting e-commerce as an alternative channel to reach their market and market their products in both local and global markets. As such, the research on internet marketing and retailing is motivated by the increased number of internet users as shown in the figure below. The literature review and analysis of secondary data from government agencies will provide a broader perspective on the topic. Government statistics have credible information about companies and the market in general. The approach is easy and straightforward and hence improve understanding of the overall topic.

Research shows that the world has a population of more than 7 billion (Clement, 2019). Out of this, 67 percent are mobile phone users, out of which 57 percent are internet users. The number of social media users is 45 percent of internet users. The use of online retailing and marketing is an emerging trend in the international market and have in various ways impacted on these organizations.

Coca Cola代写
Coca Cola代写

Figure 1: Digital use (Clement, 2019)

Coca Cola is a multination organization based in Atlanta Georgia.  Coca Cola代写

It is the largest American beverage manufacturer and retailer with more than 500 brand products and present in more than 200 countries (Banutu-Gomez, 2012, p. 155). The success of the company is mainly vested in its ability to maintain brand image in the global market. The company’s main marketing strategy includes the use of digital marketing. According to Urbanski (2015), the company has a budget of 40 percent for digital marketing. This puts emphasis on the importance of digital marketing and retailing as global strategy and marketing.

This research paper aims to study the impact of online retailing and marketing to global organizations. The research will take special interest in Coca Cola global marketing strategy. The online retail market in this context will be the company’s website and digital marketing is the various forms of internet marketing available to businesses. It will aim to access how Coca Cola has been able to grow by harnessing the power of internet.

Objectives Coca Cola代写

There are various objectives for the use of the digital business. The objectives can be measured in general and complex terms. Below are goals of this research;

a. To find out the various forms of internet marketing used by the company

b. To study the impact of the different marketing approaches to Coca Cola global strategy.

c. To study the importance of internet marketing and online retailing to international businesses.

Literature Review  Coca Cola代写

The concept of internet marketing is introduced by Aldridge, Forcht, and Pierson (1997, p. 166). They recommended businesses join internet wave or risk being locked out or left out of business. Internet allowed small and medium enterprises access to international markets (Hamill & Gregory, 1997, p.  25). At that time internet was an emerging technology that businesses were using World Wide Web to popularize their products and reach out to more customers. Watson, Zinkhan, and Pitt (2000, p. 97), established that internet use in marketing had evolved to more integrated online marketing. As a result, internet has allowed access to global market that harbor different environment and it was considered an issue to international companies (Eid & Trueman, 2002, p.  60).

Companies began using internet tools such as text, audio, video and hyperlinks to reach out to the larger web market. Internet marketing strategy turned to a form method of gaining competitiveness in the global market (Varadarajan & Yadav, 2002, p. 309). Consequently, companies are using internet marketing not only as a marketing strategy but also as a way of empowering consumers (Pires, Stanton, & Rita, 2006). The fostering of consumer empowerment is achieved through development of a consumer-centered marketing plan. Companies are therefore required to use internet tools, interfaces and devices that are familiar with customers.

Additionally, the emergence of internet did not only change the marketing landscape but also resulted the evolution of customers.  Coca Cola代写

The dotcom generation created the second generation of internet communications (Meadows-Klue, 2008, p. 245). Some new buss of social media was created after creation of Facebook, Google, MySpace among others. These led to the cultural evolution of media-savvy consumers. The growth in social platforms gave consumers much control of their consumption and hence their behavior. (Bampo, Ewing, Mather, Stewart, and Wallace, 2008, p. 285) Companies were required to changes their internet marketing techniques to fit in the new media. Today, managers are working tirelessly to change to control consumer behavior and perception towards their brands.

Generally, digital marketing is guided by various models and concepts. Freudian psychoanalytical model is mostly used in marketing. The theory explains consumer behavior. According to Udo-Imeh, Awara, and Essien (2015), personality is not static and varies widely. Marketing is a form of irrational force that is used to influence human behavior. The use of brand images to create imaginations, wishes, fantasy, aggression and escape from reality, then the consumers identify their desires with the product and increase the likelihood of them buying it (Solomon, Dahl, White, Zaichkowsky, and Polegato, 2014). Coca Cola company has mastered the art of influencing unconscious motivation to the brand advantage through digital branding.

Similarly, digital marketers utilize Pavlovian learning model marketing (Limbad, 2013, p. 197).  Coca Cola代写

Hsu and Chen (2016) observed that the model aims to create conditioned brand identity and perception. The application of the theory is evident in Coca Cola branding where thirst is used as unconditional response generated by stimuli like sports or heat. The company has created online ads and make them strategic with unconditional stimuli repeatedly. For instance, the ad “Thanda Matlab Coca-Cola” (Chakraborty, 2013). Such adverts have associated Coke with coolness.

Online retailing and marketing are used as the psychological influence of consumer behavior. Iacobucci (2014) observed that through internet, consumers are able collect the information they need before settling for purchase. Digital marketing and sales target consumers who are selective and biased. Coca Cola online marketing strategies have harnessed appearance, taste, touch, smell and sound to elicit consumer consciousness. It is the attitude the company creates that determines the popularity of the brand in the market. The brand recognition is enhanced by learning and memory. Global companies target to influence consumer perceptions of product or service value, learning, and memory.

Moreover, digital marketing integrates sociological factors to influence consumer behavior.  Coca Cola代写

Consumers have freedom on whether to make a purchase of a particular brand and make repeat purchase. Social-cultural factors are pertinent to consumer decision making. Although all consumers have distinct features that make them make purchase, social-cultural background shape brand choices and preferences (Broniarczyk and Griffin, 2014, p. 620). As such, a global company such as Coca Cola understand the various market social-cultural issues that are likely to impact on its brand. The knowledge enables marketers to device marketing techniques that fit various individuals.

Overall, Perreault Jr, Cannon, and McCarthy (2013) found that online marketing and retailing allows the use of CRM. The ability of the technique to track email and IP addresses makes it robust. As the buyers interact with digital technologies, marketers have tools to profile them and hence have the opportunity to know the market better. The tools to see what prospective buyers are doing on their end, and for how long (Ghauri and Cateora, 2014, p. 200). These capabilities make online marketing the most powerful tool in the modern global mode of business.

Research Methodology  Coca Cola代写

The research will be based on qualitative and quantitative data collected. The researcher will conduct semi-structured interviews and conduct survey using questionnaires to collect both qualitative and quantitative data. The interview and questionnaire questions will be straightforward and the participant will be expected to answer without providing personal information. The questionnaires will be based on Likert scales running from 1 to 5 with 1 being the lowest score and 5 the highest score. The questionnaires will be distributed online to the target sample. After all the questionnaires are returned and interviews are concluded, the findings will be entered into the SPSS for analysis. Both qualitative and quantitative analyses will be conducted on the findings as well as descriptive and inferential analysis of the data. The findings will be graphically represented to assess and get the conclusion.

Additionally, the study will be delimited to large multinational corporations in Britain. The target population will be the managers in various subsidiaries of the selected multinational companies including marketing manages, supervisors, and online marketers. The reason for choosing this population is because it has the right information about the global market especially international marketing strategies. Simple random sampling will be used to choose participants in the research. Participation in the research will be voluntary. The researcher will inform them of their rights not to participate and terminate the survey at any time. The respondents will be assured of their privacy and hence they will be required to only indicate or state their sex and designation in the company.

References  Coca Cola代写

Aldridge, A., Forcht, K., & Pierson, J., 1997. Get linked or get lost: marketing strategy for the Internet. Internet Research, 7(3), 161-169.

Broniarczyk, S.M., and Griffin, J.G., 2014. Decision difficulty in the age of consumer empowerment. Journal of Consumer Psychology, 24(4), pp.608-625.

Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., & Wallace, M., 2008. The effects of the social structure of digital networks on viral marketing performance. Information systems research, 19(3), 273-290.

Banutu-Gomez, M.B., 2012. Coca-Cola: International business strategy for globalization. The Business & Management Review, 3(1), p.155.

Chakraborty, A., 2013. Understanding Coca-Cola’s brand strategy using Pavlovian Conditioning. Available from https://medium.com/coffee-and-junk/understanding-coca-colas-brand-strategy-using-pavlovian-conditioning-87dfa23b50bf

Chaffey, D., & Smith, P. R., 2008. eMarketing excellence. Routledge.

Clement, J. (2019). The worldwide digital population as of October 2019. Statista. Retrieved from https://www.statista.com/statistics/617136/digital-population-worldwide/

Eid, R., & Trueman, M., 2002. The internet: New international marketing issues. Management research news, 25(12), 54-67.

Ghauri, P. and Cateora, P., 2014. International marketing. 4th ed. Berkshire: McGraw-Hill Education, pp. 200-204.

Hsu, M. and Chen, Y., 2016. Consumer brand knowledge: a Multiple Memory Systems Model. ACR North American Advances.

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Coca Cola代写
Coca Cola代写

Hamill, J., & Gregory, K., 1997. Internet marketing in the internationalisation of UK SMEs. Journal of Marketing Management, 13(1-3), 9-28.

Iacobucci, D., 2014. Marketing management, in Customer Satisfaction and Relationships. 4th Edition. London: Cengage Learning.

Limbad, S.J., 2013. The application of classical conditioning theory in advertisements. International Journal of Marketing and Technology, 3(4), p.197.

Meadows-Klue, D., 2008. Opinion piece: Falling in Love 2.0: Relationship marketing for the Facebook generation. Journal of Direct, Data and Digital Marketing Practice, 9(3), 245-250.

Perreault Jr, W., Cannon, J. and McCarthy, E.J., 2013. Basic marketing. McGraw-Hill Higher Education.

Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L., and Polegato, R., 2014. Consumer behavior: Buying, having and being (Vol. 10). Toronto, Canada: Pearson.

Udo-Imeh, P, T., Awara, N, F., and Essien, E, E., 2015. Personality and consumer behaviour: a review (Online). Available from http://www.iiste.org/Journals/index.php/EJBM/article/viewFile/23192/23751

Urbanski, A., 2015. Digital Commands 25% of Marketing Budgets. Direct Marketing News. Retrieved from https://www.dmnews.com/data/news/13056248/big-money-for-big-data-marketers-will-spend-115-billion-in-2015

Varadarajan, P. R., & Yadav, M. S., 2002. Marketing strategy and the internet: an organizing framework. Journal of the Academy of Marketing Science, 30(4), 296-312.

Watson, R. T., Zinkhan, G. M., & Pitt, L. F., 2000. Integrated internet marketing. Communications of the ACM, 43(6), 97-102.

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