Developing a Global Vision coca-cola- week 5

The Coca-Cola Company is adjusting its approach so that it can tap into customers different experiences around the world. These differences provide the appropriate marketing activities and beverages to connect with consumers. Its "think local, act local" approach to marketing allowed adopting communications to fit local circumstances. Coca-Cola Company wants to provide consumers with beverages to fit their different life styles and life stages. Coca-Cola CEO Douglas Daft replaced practically all of Coca-Cola's senior management in Europe with local executives. By placing more responsibility and accountability in the hands of local managers who are closest to the local consumer. In Brussels, hostesses go to discos and hand out free Coke to teenagers having alcohol to demonstrate pleasure of a Coke break. This was possible by the insights of local marketing managers of coke who knew that Belgians are party animals management in Atlanta would not know this. This is a good example of how the new localization was working.