The international strategy of Coca-Cola Sabco in Africa

Abstract

Multinational companies have a huge influence in the global world that we live in today. They are the bridges between different markets, environments, cultures and nations, having the capability to approximate all these extremes to one wide and globalized atmosphere. But although it seems very philanthropic and with positive outcomes, it is not always easy to connect these points and expand to a new country, especially when considering developing countries. In this research paper it is proposed to analyse the strategy of internationalization of a South African Multinational bottler and distributor, known as Sabco, that operates under the name of The Coca-Cola Company, one of the most succeed companies of all times. The main objective is to contextualize with the different types of difficulties, obstacles and challenges that a multinational can be confronted with, and link the respective strategies implemented by this company to overcome those issues. This will be done by introducing the action plan of Sabco in Ethiopia, Mozambique and Uganda. At the end, it will be provided a matrix model composed by three main macroeconomic variables which could be useful, for a multinational company, as a complementary tool to support on an expansion strategy decision. On the last part, it will be presented the research paper limitations and future research propositions.

Date of Award	17 Apr 2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Béatrice Collin (Supervisor)