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Globalization & The Coca-Cola Company

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Uploaded on Apr 6, 2009

In this documentary, our team studied the Coca-Cola Company and how it has been impacted by globalization. Since Coca-Cola was first sold in 1886 in Atlanta, Georgia, it has taken over the globe and now operates in more than two hundred companies.

As a team, we discussed how globalization, according to Coke, is known as the Coca-Cola System. This is the manufacturing system that allows Coca-Cola to license to distributors who can incorporate different world markets, resources, and technologies to maximize revenue. The Thomas Friedman definition of globalization discusses the combination of markets, nation-states and technologies and how they are able to extend farther, faster, deeper and cheaper than before.

We also discussed how the Coca-Cola system maintains a high level of competition between their distributors to spur innovation. For example, Coca-Cola sells the rights and label to Dasani who in turn is in charge of bottling and distribution. Dasani can then create its own line of products such as flavored Dasani water.

Our team also explored the economic impact that the Coca-Cola Company has on the economies of nations worldwide. For example, a recent study has shown that in South Africa one job in the Coca-Cola organization ultimately provides sixteen additional jobs. Global salaries and benefits worldwide increased by 1.2 billion dollars from the years 2005 to 2007. This shows how, through globalization, Coca-Cola has been able to positively impact not only the United States economy, but also economies of nations worldwide. Along with this impact, the Coca-Cola Company is committed to supporting community investment programs.

As a whole, we hope that this documentary does an effective job of conveying how the process of globalization has allowed Coca-Cola to reach around the world farther, faster, deeper and cheaper than ever before, and in a way that is enabling the world to reach into individuals, corporations, and nation-states farther, faster, deeper, cheaper than ever before.

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