| Sažetak | With the increase of internationalization, large and small companies are crossing national borders and doing business abroad. As a result, today, there are a lot of multinationals, transnational companies, global companies, and international firms that, in this process, need to have defined strategies. As the process of internationalization is a long-term process, sometimes it can be very challenging due to the differences related to language, culture, political and economic organization of countries. Almost all companies all over the world, during their lifetime, try to achieve cooperation with foreign countries, either through simple or complex forms of business cooperation. When a company is serving in the domestic market, it is evident that after some period, they will move and expand to other markets. Coca-Cola Company is one of the companies that, after expanding into the local market, decided to expand its business worldwide and thus become a monopolist in the soft drink industry. In its expansion, Coca-Cola has used multiple strategies, but predominantly the Glocal Strategy, whose message is 'think local, act global', using both a global and an international strategy at the same time. The main feature of Coca-Cola's success and popularity is the aggressive marketing strategy used by the company. Thanks to such an approach, Coca-Cola is not only the most popular drink but also one of the strongest brands in the world. |
