Analysis of Coca Cola Company's Global Marketing Strategy: Literature Review

Since 1886, Coca Cola has been known as one of the major aggressor companies, until now the company has operated in more than 200 countries around the world and is best known for its innovative types of soft drinks. Coca-Cola Company is headquartered in Atlanta, Georgia, America. 70% of the company's volume and 80% of the company's profits come from outside the United States. The main idea behind Coca Cola's marketing strategy is the ability to read consumers' minds across geographic boundaries. Coca Cola began to establish relationships with various food chains that spread widely not only in its home country but also in the world as a whole. From the above, the author is interested in conducting research through Global Marketing Strategy Analysis carried out by Coca Cola in more depth. Search for articles on Google Scholar and ProQues with keywords based on Global Marketing Strategy and Dynamics. 95 articles were found in the 2013-2023 period, then screening was carried out and 11 articles were found that were relevant to be discussed and analyzed. The results of this research found that Coca-Cola is one of the most representative companies that implements global partnership and marketing strategies for its greatest achievements, is able to maintain its product lines competitive, adapts to changes and market needs, creates customer value to gain consumer loyalty and is able to beat its competitors. Keywords: Coca Cola, Global Marketing Strategy, Partnership Strategy, Marketing Mix, SWOT Analysis, Pestel Matrix