C/M/311. Coca Cola: International Marketing Mix (Using one specific multinational enterprise with which you are familiar, examine the ways in which it has used the international marketing mix in its overseas. Explain the reasoning behind the choices it has made. Suggest any change it might make to the international marketing mix over the next years, explaining your reasoning)

The essay is aimed at exploring the international marketing mix of one of the most successful brand in the world, Coca-Cola. The essay establishes that the basic aspect of international marketing mix is to achieve equilibrium between standardization and adaptation of its different components. Therefore the essay holds section on company background, different schools of thoughts on standardization debate, explanation of company's marketing mix and quantification of the marketing mix. The conclusion is derived by using a mix of literature and practice of the company.