Due to the globalization of the current business environment, many organizations globally
have considered the internationalization of their commercial activities as one of the ways to
remain competitive. Organizations consider the decisions they make in relations to their
marketing mix as very critical due to the impacts such decisions have on the performance of
their organizations. Thus, many organizations have determined that standardization and
adaptation of the marketing mix as a key strategy to increasing performance and maintain a
competitive advantage. According to Kuvykaitė and Alimienė (2008), standardization refers
to the use of similar marketing programs in different regions or countries in relation to the
offered product, employed promotion, established prices, and the chosen distribution
channels. However, adaptation describes the degree to which the elements of Coca-Cola’s
product such as brand, label, quality, and design are adapted to the external environment so
that it can quickly adjust to the changing environments, the standard of use, competitiveness,
and consumer behaviour (Kuvykaitė & Alimienė, 2008).
Therefore, this paper will analyse the extent to which Coca-Cola’s marketing mix has been
standardized and adapted to different international markets. Besides, the following paper will
also analyse the best Internationalization Process Theory that best describes Coca-Cola’s
internationalization process.
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