TNC - global marketing Flashcards
what is marketing?
the process of promoting products and services
why is marketing becoming more global?
products are being sold world wide rather than just where they are produced
how does the global supply chain link global marketing?
due to the fact products are manufactered in different places to where they are sold it is linking countries
what is the aim of TNCs?
to create one single market for their product by creating a fully globalised world
what does one single market help TNCs create?
brand awarness
what do countries have to take into account in terms of adaptation?
they have to be aware that different countries have differences in cultural attitudes therefore have to adapt products upon these
what is an example of a company that has adapted to culture?
McDonalds
McSpicy Paneer Burger inm spain
no pork in places such as Qatar
what is the advantage to having one marketing campaign?
it makes it cheaper and creates economies of scale
in 2015 what happened to coca cola?
it was rated by interbrand one of the most successful companies in the world
what has coca cola done that is significant?
created on product which apart from minor tweaks is the same world wide
what have coca cola kept the same since the creation of the company?
logo
where is coca cola HQ?
atlanta
how many countries do coca cola have operations in?
200
how many employees do coca cola have?
over 100,000
what % of people worldwide calm identify the coca cola logo?
94
how many people around the world drink coke a day?
1.9 billion
in 2016 what did coca cola do?
launched the one brand strategy with the taste the feeling campaign
what is the one brand strategy?
coca cola no longer recognised the four different variants of the drink as seperate brands and treated them as one product
what did coca cola do as part of the one brand strategy?
- launched 10 commercials
- 100 campaign images
- commercials had story telling
- new visual identity
who have walmart adapted to a culture?
in 1996 they went into china
use 85% locally produced supplies due to government restrictions `
what does a company view the world as?
a single market
having one marketing campaign what does this generate?
it generates an economy of scale for the organisation
lowering costs
how many many countries is coke not sold in?
2
cuba and korea
in 1900 how many bottlers did they have and then in 1920?
2 to 1000
what were they the official drink of?
NASCAR racing
2014 sochi winter olympics
what were coca cola accused of in 2010?
there was a law suit for their bottling station in guatemalia for rape murder and torture
what was shut down in 2016?
their bottling plant in india due to the fact that it was found that the quantity and quality of water for villagers and farmers had reduced
$16 million
how much did they invest into russia and in what?
£1.5 billion
infrastructure, training and plants
what is wrong with TNCs in terms of power?
they have a lot of economical power and can influence government policies if they are not happy about current economic standing in the country they ar investing into
what % of the worlds recognise the coca cola logo?
94
how much do they spend on advertisement?
more money than apple and microsoft combined do
when was the share a coke campaign started ?
2014
what is the share a coke campaign an example of?
effectively applying a localised positioning strategy to a global market
e.g. it started in australia
how does the one brand campaign aid lower calorie drinks?
they have been losing market sales over 9 years due to the new trend of low carbonates therefore it was thought that a closer association between the variants would increase sales
what do most of coca colas campaigns centre around?
the theme of happiness
taste the feeling
share a coke
in 2009 where was there a research and development unit set up?
in shanghai
where do 70% of their sales come from?
outside north america
how many different products do they have?
400
in 1960 what did they acquire?
minute maid
what do they do in africa?
they have community schemes
get people into jobs etc
