Specifics of Marketing Strategies of International FMCG Companies in Developed and Emerging Countries: the Case of The Coca Cola Company

Student: Rakhmangulova Azaliia

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

Marketing strategies is one of the key elements of the company’s business strategy. International FMCG companies should understand which product to choose for selling, which promotion strategy to use, which places are best suited for selling, what price to set to be successful in different markets. For large international FMCG companies such as the Coca-Cola Company despite the global spread and tendency to globalization, companies are faced with the question of which marketing strategy to choose in order to achieve success in the developed and emerging markets.

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