[국제경영] 코카콜라의 국제적 마케팅의 성공 고찰

A Coke is a Coke is a Coke no matter where on the planet you drink it.. But a Coke Light can be a Diet Coke and a Mellow Yellow can be a Lychee Mello. Fanta is a dozen different things-Peach in Botswana, passion fruit (what else?) in France, and flower-flavored in Japan (huh?)Other countries have their own flavors.-only ltaly can pour a Beverly. (and some travelers who've tried it are just fine with that That little quote lifted from Coca-Cola's home page on the lnter-net (www.cocacola.com) describes the global dimension of the U.S.-based company-one of the top brands in the world. However, Coca-Cola, for all its success around the world, entered the twenty-first century with some serious problems. After years of annual increases in earnings of at least 15 percent. 1998 was a very bad year. In the fourth quarter, earnings fell 27 percent from their level in the fourth quarter of 1997. For the year, operating income fell 1 percent compared with 1997, and operating revenues…(생략)