Strategi Pemasaran Kompetitif Internasional The Coca-Cola Company dalam Mempertahankan Dominasi Pasar Global

Abstract

This study aims to analyze the international competitive marketing strategy of The Coca-Cola Company in maintaining its dominance in the global market. This research used a descriptive qualitative method with a literature study approach through collecting data from scientific journals, marketing books, and official company sources. The results showed that Coca-Cola has successfully maintained its position as a market leader through the implementation of integrated global marketing strategies, strengthening branding, product differentiation, market segmentation, and the application of glocalization strategies that combine global approaches with local cultural adaptation. In addition, the use of digital marketing and social media also plays an important role in increasing customer loyalty and strengthening the company’s brand image in the international market. These strategies enable Coca-Cola to maintain its competitive advantage amid increasingly competitive global soft drink industry competition.