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THE STRATEGIES OF COCA-COLA’S EXPANSION IN THE GLOBALIZATION ERA
Abstract
Tujuan penelitian ini adalah untuk menganalisis strategi ekspansi perusahaan Coca-Cola di era globalisasi. Tulisan ini berfokus pada perusahaan Coca-Cola karena mereka telah terbukti berhasil sebagai salah satu merek yang paling dikenal di pasar global. Makalah ini mengidentifikasi strategi dari tiga CEO ketika perusahaan tersebut berkembang secara global. Penelitian ini menggunakan studi literature untuk memahami strategi ekspansi yang diterapkan Coca Cola di era globalisasi. Strategi-strategi ini termasuk penguatan brand, distribusi jaringan, peningkatan sumber daya manusianya dan juga perhatian terhadap budaya lokal di setiap negara tempat Coca-Cola beroperasi. Strategi-strategi ini membantu perusahaan Coca-Cola menjadi sangat kompetitif di pasar global dan mengalahkan sebagian besar pesaingnya.
Kata Kunci : Ekspansi Coca-Cola, Strategi, Globalisasi, Pasar Global.
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DOI: https://doi.org/10.31315/jsdk.v12i1.3219
DOI (PDF (Bahasa Indonesia)): https://doi.org/10.31315/jsdk.v12i1.3219.g2506
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