Environmental Factors Paper
For this final individual paper, I will use The Coca-Cola Company as my organization to
identify the environmental factors that affect this companys global and domestic marketing
decisions. Addressed within this paper will be the high-level of domestic and global
environmental factors that may have an impact on Coca-Colas marketing decisions and the
impact of technology on the companys marketing decisions as well. I will conclude this
paper by analyzing the importance of social responsibility and ethics as related to
Coca-Colas marketing strategies.
When one visits the home page of The Coca-Cola Company, he or she is greeted by the
time of day and the slogan “global refreshment” (Coca-Cola, 2007). This is a globally
marketed company that has found success all over the world and by having the ability to
find the right balance between worldwide standardization and domestic adaptation has
made Coke the number one brand in the industry (Armstrong, 2005). Popularity does not
mean instant success in the international market though. Companies must completely
understand the international marketing environment before deciding to operate on a global
basis (Armstrong, 2005). Companies today face a bigger challenge with this
understanding, as new opportunities and problems have arisen over the past two decades,
due to the massive changes in the international marketing environment (Armstrong, 2005).
Many domestic and global environmental factors are involved that have an impact,
positive or negative, on a companys marketing decisions. These high-level factors include
understanding the international trade system and having knowledge of the economic,
cultural and political-legal environments of the areas in which the company desires future
