identify the environmental factors that affect global and domestic marketing decisions.

The brand equity of Coca-Cola has been recognized as one of the strongest in the world. They are seeing the entire globe as an integrated whole and standardized marketing technique is being applied by the company. Coca-ColaдЫЄs marketing decisions are made and implemented on a local level to assimilate with the preferences, needs, and cultural values of the local population. The company made a decision to expand its reaches outside national borders and research and development in marketing was initiated in China, America, and several other nations across the globe (Gillespie & Hennessy 2010). Due to the effective and competent marketing research and development of Coca-Cola it was able to manufacture and distribute worldwide.