E/M/26. Dissertation. International marketing: Coca-Cola in India and UK

The dissertation aims to examine the influence of local culture on the international marketing offering a comparative study of the UK and Indian culture and their implications for the Coca-Cola Company marketers. A literature review touches upon marketing theories including marketing mix, cultural theories including Maslows hierarchy of needs and self-reference criterion, Coca-Cola profile, and their marketing practices in India and the UK. Research methods include surveys of secondary data drawn from related books, business journals, case studies and the Internet. Conclusions are made about the success factors of Coca Cola performance offering solutions to the companys current problems.