International Marketing Management Essay Example | Topics and Well Written Essays - 1750 words

International Marketing Management - Essay ExampleGlobalization and Liberalization has opened some doors to the international companies like black eye and they are soon exploiting these opportunities.The destruction of communism has made the business mode in Bulgaria more suitable for the American business tycoon Coke. Earlier the communist regime looked suspiciously at the intrusion of the products and organizations from the capitalist countries. On the other hand, Spain had no such political obstacles for the entry of Coke in their market. Spain traditionally a close ally of America and American products never faced umpteen barriers in Spain. This report analyses the macro-environmental analysis of Coca Cola product in Bulgaria and Spain.Coca Cola is currently market across various countries and different cultures. One of the major characteristics of Cokes international merchandising strategy is the custom made marketing strategies for each country and region where Coke oper ates. Coke knows that different countries may fork out different social, political, economical environmental, legal, cultural and communal factors and each country needs marketing strategies suitable to their characteristics. Even though Coca Cola is marketing same products all over the world, they have realized that even for same product, different marketing techniques needed in different countries.Since 1990, Bulgaria has embraced parliamentary majority rule as communism failed to fulfil the needs of the people. Spain on the other hand is a parliamentary congresswoman democratic constitutional monarchy since 1975. In short both these countries are under democratic administration at present which is a good sign for Cokes business hopes in these countries. Historically, communist countries were reluctant in allowing American companies to function in their soil because of suspected spy work. But the current political systems in Spain and Bulgaria offers less resistance to