How Has The Internationalisation Of Business Operation Impacted The Development Of The Organisation? Case study of Coca Cola

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

In this study we try to explore the concept of internationalisation in a holistic context. The main focus of the research is on internationalisation strategy and its relation with organizational development. The research also analyses many aspects of internationalisation process and tries to gauge its effect on the development of Coca Cola. Finally the research describes various factors which are responsible for success of internationalisation of Coca Cola and the challenges that the company faced during the internationalisation process. Furthermore, it tries to describe the overall effect of internationalisation on the development of Coca Cola. The research uses a case study methodology. Primary research was conducted by taking interviews of the managers of Coca Cola and surveys of the employees of Coca Cola. The data obtained helped in understanding the process and importance of the internationalisation strategy to the development of Coca Cola. The results show that how internationalisation strategy of Coca Cola can be a learning for other organisations

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 2: LITERATURE REVIEW1

Internationalisation Process of Companies1

The Premise of the Internationalisation3

Internationalisation - Conceptual Boundaries3

The Benefits of Internationalisation4

Types of Entry Modes5

Why Internationalise?7

External Forces Affecting the Increased Internationalisation8

Internationalisation Problems10

New Venture View of Internationalisation13

Internationalisation of Services13

International Business Management and Operations14

Internationalisation Theories24

International Product Life Cycle (IPLC)24

International Stage Theory25

CHAPTER 3: METHODOLOGY27

Research philosophy and Approach27

Research Design29

Background of the case32

Data Collection Methods36

Data Collection Instruments39

Questionnaires39

Interview39

Interview Questions40

Reliability41

Validity41

Ethics42

Limitations44

REFERENCES46

APPENDIX60

CONTINUING CHAPTERS OF THE DISSERTATION62

CHAPTER 4: DATA PRESENTATION AND ANALYSIS62

Survey Result and Analysis62

Interview Result and Discussion67

Reason for the Internationalisation of Coca Cola67

Necessity for Local Responsiveness in Internationalisation69

Successful Strategies Used by Coca Cola72

Internationalisation Process Adopted By Coca Cola73

Transactional Cost Approach Theory73

Production Facilities75

Global Organisational Structure76

Product Standardisation76

Coca Cola's International Strategy81

Benefits to Coca Cola Given By Its Internationalisation Strategy81

Challenges and Risks Coca Cola Faced In Its Internationalisation Process83

Other Business Activities That Have Contributed to the Firm's Competitiveness87

Focusing on the best product lines87

Reinvestment87

Focussing On the Consumer87

Differentiation with Customers87

Differentiation with Consumers88

Win the Largest Market Share88

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS89

Conclusion89

Recommendations for Organisations Planning To Internationalise91

Learning process91

Culture of change92

Clear planning and Strategies92

Internationalising management93

CHAPTER 6: REFLECTIVE STATEMENT94

CHAPTER 2: LITERATURE REVIEW

Internationalisation Process of Companies

Researchers argued that internationalisation is a part of the ongoing strategies for most companies. They stated that if companies are considering going international, they should first decide where and with whom to conduct business. When that decision has been made they have to choose which type of foreign entry strategy to pursue. Hence in this section, the authors of this thesis seek to analyze 'why', 'where' and 'how' companies internationalise their brand ...