key term - Coke

Definition

In the context of international business, Coke represents a globally recognized brand by The Coca-Cola Company, illustrating successful market segmentation and worldwide brand penetration. It demonstrates how a company can adapt its products and marketing strategies to appeal to diverse consumer bases across different cultures and regions.

Related terms

Market Segmentation:

The process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics.

Global Branding: A strategy designed to create and maintain a consistent brand image and identity for a product or company across multiple countries.

Cultural Adaptation:

The modification of a product or service to accommodate the cultural differences found in different international markets