Have you ever drunk Coca Cola? Probably no one say no, right?
What image or feeling does it come into your mind first when talking about Coca Cola?
Happiness?
These images are given by Coca Cola through the promotion activities and the slogans, like Always Coca-Cola in 1993, Coca-Cola Enjoy in 2000, Life Tastes Good in 2001, Make It Real in 2005 etc. The simulacrum of images showed that Coca Cola belongs to post-modern which the identity is assembled by various cultural artifacts.
Coca Cola is a very famous global brand in the world. Almost everyone knows about it, no matter in developed or developing countries, and you can probably get Coca Cola everywhere. In fact, many companies go global nowadays as they are affected by globalization. But, what is globalization?
Globalization What is it?
Globalization refers primarily to the ways in which economic and industrial institutions interact in various locations throughout the world, with primacy given to no specific geographic location.
As a fact, it is the real economic ties, institutions, and realities that underlie a new economy.
As a value, it is the extent to which we seek further integration of markets, pools of capital, and industries.
(Randy Kluver, Globalization, Informatization, and Intercultural Communication)
So, how does it affect us? For example, how does it affect our culture and our cultural identity?
Before we think about these questions, we should know what culture and cultural identity is.
Do you know the real meaning of Culture ?
"Culture, typically, is defined as a symbolic system, which includes issues of perception, cognition, and understanding. Rather, Geertz (1973) defines it as a set of symbolic systems which serve not only to define and identify the culture and social structures, but also to articulate the synthesis of two essential parts of human culture, ethos and world view." (Randy Kluver, Globalization, Informatization, and Intercultural Communication)
Functions of Culture:
Culture provides us with identity as well as social order.
(Frank, Culture, Cultural Identity and Intercultural Communication [Powerpoint])
Cultural Identity can represent us
"Cultural identity refers to an individual’s sense of self derived from formal or informal membership in groups that transmit and inculcate knowledge, beliefs, values, attitudes, traditions, and ways of life. It involves historical perspective, focusing on the transmission of knowledge and values between generations. It is an internal state that depends on self-perception." (Daphne A. Jameson, 2007, Re-conceptualizing cultural identity and its role in intercultural business communication)
Components of Cultural Identity:
"l Vocation is relevant to business, technical, and professional communication.
l Class often defines groups of people who share common values, behavior, and attitudes.
l Geography creates cultural groups not only in terms of nationality but also regional differences which affect values, attitudes, and behaviours of large groups of people.
l Philosophy, like religion, defines cultural groups that cut across nationality and ethnicity.
l Language defines cultural groups, as well as being the most frequently used symbolic system through which culture is conveyed.
l Biology, like race, ethnicity, gender, sexual orientation, health and age, also has importance in cultural identity. "
(Daphne A. Jameson, 2007, Re-conceptualizing cultural identity and its role in intercultural business communication)
Let’s go back to our question:
How globalization affects our culture and cultural identity?
Globalization Diversifies Our Choices!!
Under the stage of globalization and informatization, we have almost the same products supplied by the global brands. Will our local culture ultimately be the same under homogenization and standardization?
Some argue that “globalization undermines centuries of tradition, local autonomy and cultural integrity” (Randy Kluver, Globalization, Informatization, and Intercultural Communication) and like Benjamin Barver, he thinks that globalization would probably assault our culture, such as the “fast” of fast food is an assault on how we live (Policy Forum, 2003, Globalization and Culture).
However, we think that only a part of these is true. The local culture, eating habits, and social behaviours changed due to the local adaption of the global brands. But at the same time, it actually diversifies our choices. We have more choices than the past. For example, you can have fast food when you’re in a rush. You can have milk, tea or soft drinks when you’re thirsty. Do you ever imagine if tea is your only choice for drink? Those twin forces will not just take over our own culture, but modify our culture and add more value to it.
Coca Cola changed our drinking habits, especially for the youths. But, will people drink only Coca Cola with their meals and give up milk tea, a popular drink come from HK? Like what Cowen has said that “Fast dining is not destroying slow dining; in fact, the two are growing together as the size of market increases.” (Policy Forum, 2003, Globalization and Culture) These twin forces push us to have a mutual exchange of cultures, but not to take over the other one. We sustain our good things and accept some excellent things from other cultures.
In fact, Coca Cola is selling the “Open happiness” to all countries. This concept has no big conflict between the Coca Cola and other countries’ cultures. So, it can be sustained and adopted by other people in different cultures. The entry of Coca Cola does not destroy the cultural integrity and the tradition. But it adds more value to the local culture and enjoy the product that origin from other cultures.
Coca Cola go Global!
Coca-Cola Company launched “Coke Side of Life” in 2006 globally (Coca Cola Company, 2006). This campaign promoted positive life and make people to choose Coke. The company aimed to make Coke more relevant to customers by creating a multicultural platform in markets across the world. There are some slogans in this campaign: “Open the coke, your life will be very happy”, “Open the coke and smile’ and “Open the coke and think positively”.
In 2009, Coca Cola introduced “Open Happiness” campaign to serve as the platform for all integrated marketing for brand Coca-Cola globally (Marketing case studies,2009) . New point of sale, promotion, outdoor and print advertising, digital and music components are the elements of the “Open Happiness” campaign. This campaign invited people who love to pause and refresh themselves to enjoy one of life’s simple pleasures.
Let’s Communicate with Coca Cola ~
The Coca-Cola Company’s websites are different in different countries:
Hong Kong
(www.icoke.hk/coke2009/)
United States
(www.coca-cola.com/template1/index.jsp?locale=en_US&bw=lo)
Different styles, languages and outlooks can facilitate the communication between customers all over the world and the Coca-Cola Company because the specific design can give friendliness to the customers. Coca-Cola Company actually reduces conflicts or inconveniences in the processes of intercultural communication.
Coca-Cola also uses facebook to let the different countries’ fans communicate with each other (Coca Cola website of United States, 2009). It actually conveniences the intercultural communication because it gives a common platform for people to communicate and those who have facebook can share, connect and communicate with others Coca-Cola fans.
(http://www.coca-cola.com/template1/index.jsp?locale=en_US&site=/contentstore/en_US/site_assets/facebook/facebook_en_US.html)
Although Coca-Cola is sold in different places of world, it does not mean everyone will accept the product. In 2009, since the United States support Israel to attack Gaza, the Malayans that are Islam boycotts Coca Cola in order to protest (RTHK,2009). It is because the Coca-Cola Company is the American company. Coca-Cola actually cannot get rid of the American image, so it will be easily attacked by the people who dissatisfy with the US. The local culture identity is very strong in countries with religious background and Coca-Cola is not easily to change them.
In 2005, there are many anti of Coca-Cola in Europe, US, Columbia and India because of the irresponsibility of the production activities: exploitation of employees’ rights and destroying of the environment (POTS,2006). These issues make environmentalists and people, who concern the human right, have a poor image of Coca-Cola. They may dispute the products of Coca-Cola and also the culture and concept of Coca-Cola because of their individual cultural identity.
People in these country, they respect the employees right and human right so they expected others to do the same. And they are eager to protect the earth and the environment. If they consume Coca Cola which means they are not the person who respect the rights and like to protect the environment, and they accept what Coca Cola did in the irresponsibility activities. So there is the conflict exist.
How about in Hong Kong? We like it?
When we plan for a party, Coca-Cola must be one of the items on our list. Why is the Coca-Cola always associated with parties, ceremony and happiness in Hong Kong? There are several reasons; the packing of Coca-Cola is a very important factor. Red is representing happiness in Chinese culture which is greatly affecting Hong Kong. So, Hong Kong people are happy to see the Coca-Cola in party and like to have Coca-Cola to celebrate some festival like Lunar New Year.
Also, Coca-Cola builds up an image which is young and joyful by the advertisements. It uses Hong Kong Pop-singer to be their spokesman like Joey Yung which can help them to target the teenager market. The content of these advertisements is always related to party or happy things.
It changed the taste of Hong Kong people. In the past, Hong Kong people like to have other kinds of drink during the meal like lemon tea, milk tea and coffee. Now, Coca-Cola is obviously one of the popular beverages for Hong Kong people. Today, Coca-Cola provides many favors to suite the taste of Hong Kong people. For example, Hong Kong people emphasize healthy and low fat diet. So, Coca-Cola Company produces Coke-Zero (0 Calories) and Coke-Light (Lower than 1 Calories). Also, Coca-Cola produce the lemon-favored Coca-Cola and Coke-Light as Hong Kong people like to add lemon to the normal Coca-Cola. So, they can enjoy the lemon favored Coca-Cola in a more convenient way.
Try to be the Best!
As mentioned before, there are some Anti-Coca Cola activities due to the cultural differences. To minimize these activities, we suggest that Coca Cola try to separate its image from being America. Thus, it is more easily for people who dissatisfy with the US in accepting Coca Cola.
Second, Coca Cola should do more charitable activities, such as donate the poor or people in needs. Its image will be improved as Coca Cola showed its social responsibility. Thus, Coca Cola will have good public relations.
Also, Coca Cola should try to protect the environment. For example, they can try to use more environmental-friendly materials to produce the products. Besides, Coca Cola should not exploit the employees. Thus, Coca Cola will build up a better and more positive image in the world.
References
Randy Kluver, Globalization, Informatization, and Intercultural Communication
Frank, Culture, Cultural Identity and Intercultural Communication [Powerpoint]
Daphne A. Jameson, 2007, Re-conceptualizing cultural identity and its role in intercultural business communication
Policy Forum, 2003, Globalization and Culture
(Marketing Case studies, 2009 http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG228.htm,)
(Coca Cola website of United States, 2009 http://www.coca-cola.com/index.jsp)
(Coca Cola website of Hong Kong, 2009 http://www.icoke.hk/coke2009/)
(RTHK, 2009
http://www.rthk.org.hk/rthk/news/expressnews/20090107/news_20090107_55_550550.htm)
(POTS, 2006 http://pots.tw/node/1)
Extension
Let us elaborate more on the point of “fast dinning & slow dinning grow together”. Hong Kong is the place that can retain our own culture and fuse with other cultures at the same time. For examples, we can see different kinds of restaurant in Hong Kong such as American fast food restaurants, Thai and Vietnam style restaurants even French restaurants. But Chinese restaurant and Cha chaan teng (Chinese tea restaurant) can retain in our society in globalization. They are still very popular among us. Moreover, we can choose cakes like tiramisu which come from other cultures and egg tart which come from Hong Kong originally. It is definitely diversifying our choices.
Apart from the drinking habit, Coca Cola has changed our cultural identities. Coca Cola now almost equals to relax and happiness in our cognition. Our behaviors also changed during the gathering with our parents or relatives. We chose to meet at a typical Chinese restaurant and usually drink tea. However, when we gather with friends, we have Coca Cola because Coke makes us relax and enjoy more fun. We know both of them can coexist.
Each coin has two sides. The positive effect of globalization provided enterprise with a method of lowering the cost like outsourcing, diversifying their target markets to increase sales and a huge market for entry. But, the dark side is to standardize our products and increases the competition among the local firms. However, for our stand to globalization, we think the advantages actually overwhelm the disadvantages because we enjoy the countless benefits that globalization brings to us rather than the loss.
Someone asked why we mainly focused on Coca Cola. It is because our topic is about the global brand, Coca Cola, and its relationship with globalization and intercultural communication. As the Coca Cola main product is Coca Cola and it affect the intercultural communication so much comparing to others such as Qoo, BonAqua and Spirte. That’s why we mainly focus on coca cola specifically, instead of mentioning numbers of products of the Coca Cola Company.
Regarding the question of using more environmental friendly materials, in fact, Coca Cola Company can recycle and reuse the cans at a higher rate. Since the packaging of the Coca Cola can be reused, Coca Cola can set up a department to do the recycle process. Besides, Coca Cola should reduce the plastic bottle packaging since plastic is not easily biodegraded. Moreover, material, which is easily recycled, should be used in the packaging, such as glass and metal.
For the query of the slogan, actually, the message from Coca Cola to the customers are targeted to different age group and cultures. Since “happiness” culture can go through every country, every age group and gender without making conflict with people, it seems that everyone is easier to accept this culture. Hence, Coca Cola can use the slogans to spread their concept and easily let the people to remember. Once the slogans remembered by the people, when they drink the products, they will think about the drinks can really give them happiness. It is known as a kind of psychological effect.
For the question of whether Hong Kong people really like Coca Cola and ask for the evidence, here, we are sorry about that we do not have any actual figure to show. But, in our point of view, Hong Kong people do really like Coca Cola as we may see Coca Cola in many events and parties. By this phenomenon, we can assume that Coca Cola is famous and popular among Hong Kong people. What’s more, we can simply buy Coca Cola everywhere in Hong Kong, no matter in supermarkets, convenience stores, or even automats. If Hong Kong people do not like Coca Cola, we wouldn’t get it easily since the company of Coca Cola will quit the Hong Kong’s market and find another profitable market.
To improve intercultural communication, internally, the company should provide some guidelines and best practice of communication for her employees within different countries and different culture backgrounds. Thus, her employees can have better intercultural communication within the company. Besides, company should provide training for the employees in communication skills, which help to avoid the breakdown of communication. Externally, company should understand more on customers’ cultures and do the local adaptation.
Someone doubts that improving company image does not mean company will have a better brand image. In some extent, we agree that company image does not equal to brand image or product image, so that improving company image is not equivalent to have better brand image. Yet, we think that if company image is bad in the eyes of public, the brand image won’t be good and public won’t buy product from such kind of company. Thus, company image should be improved in order to get a greater acceptance from public along with improving the brand image.
Thank you for you guys comment. Coca Cola has a great impact on our culture. No matter the good sides and the dark sides that bring to us. We appreciate the comments that all of you have left and the debate that started. We did some changes according to all comments and hope all of you can enjoy the extension of the Coca Cola and have fun again.
15 意見:
Dear HKSJ,
Firstly, let me appreciate the way you have presented you blog. It is indeed very well. It has a great combination of videos, images and colour. Very vibrant!
The point about Coke trying to take it's brand to another level by using the 'Open Happiness' concept is a sharp marketing strategy to attract the consumers. I would have liked it even more if you could have expanded a bit more on it and said how they are trying to capture the psyche of the consumers by trying to retain the old ones and attract new customers at the same time, instead of wasting their resources and adapting two different strategies to retain one group and attract the other. They do killl two birds in one shot! Very efficient modern approach adapted.
As far as being evil is concerned, I believe to certain extent they do things that have affected their markets. For example, in India Pepsi is much more popular than Coke because Pepsi markets and packages itself much better than Coke. Coca Cola has a very poor image as far as human rights and employment is concerned. Moreover, it tried to capture all the small players in the soft drink industry and sell them under different names but even that could not give them the highest market share in the country. The whole hue and cry about the presence of pesticides in them also did no good to their image either. Something they really need to work on to expand and retian their customer base!
Overall, I would want to say that the article was very well jotted!
-GS =D
Thank you very much for your sharing about Coca-cola and I am really interested in your post because I like drikning coke too.
I like your linkages between paragraphs which make me have a smooth read on your post. And I do agree your quoted saying that fast dining is not destroying slow dinning.We choose either of them just depending on our needs at that moment. Actually, it makes our lives more flexible since we can have a fast meal as we are in a hurry.
In the post, it is mentioned that Coca-cola are criticized for its exploitation of emplyee rights and damage to the environment. It'd be better if you can give some desciptions on these two issues so illustrate your points better.
I totally agree what 3430_GS =D has menetioned. Coca-cola's image is quite poor in some places because of its business practices like presence of pesticides. And I believe it would get even worse in other places if Coca-cola do nothing about the poor health effects. It is because health has recently come to people's concern.
The nutrition of the food and drinks gradually become one of the key factors when making purchase decision. Yet the coke from Coca-cola can lead to tooth decay. Those parents who are concerned about health will definitely not allow their children to drink, causing a potential to lose one of the most important markets. Do you have any suggestions on this issue?
Thanks for your sharing about Coca Cola. Your blog is easy to read through especially for the questions. It is much attractive and easy to follow the ideas.
However, I am so sorry to tell you that I do not like Coca Cola. As you mentioned, Coca Cola is unhealthy. I have read a research report about drinking Coca Cola would result in brain cells damaged. But I cannot find that report at this moment. After notifying this news, I decided not to drink Coca Cola when I was at the age of 15.
Coca Cola is a well known global brand. Recently, it held a campaign with all MacDonald’s over the world. The campaign is about the sale of Coca Cola glass which offers different designs in different countries. In Hong Kong, there are so many people queue up outside the MacDonald’s for purchasing those glasses. Moreover, the bids in ebay.com is excited (http://shop.ebay.com/?_from=R40&_trksid=m38&_nkw=coca+cola+glass).
This shows that Coca Cola is experienced in making itself globalized. Although it is a drinking brand only, however, it can crossover with other restaurants for making souvenirs. It influences one of cultural activities. Besides, it even demonstrates its globalization power by making different designs in different countries. It shows that each country has its own localized culture. But everyone in the world can share the global brand Coca Cola products.
Nevertheless, how can it retain its market share or capture the lost customers like me? Maybe they need to think of other marketing strategies despite of only different its products into Zero or Lemon. It is too confusing.
Thank you for your sharing! I really like the approach your article is using. You give a really detailed definition and explanation of globalization, culture and cultural identity. Since some people may feel confused about these ideas, it would be better to give them some illustration of the terms, just like what your group has done. Since they can get a clearer idea, they are able to follow the Coca Cola case much more easily.
I also agree with GS =D said, there are a lot of videos, pictures and colors making the blog really vibrant and attractive and it also brings out a feeling of joy which suits the image of Coca Cola.
However, I think the successful globalization of Coca Cola not only due to their great advertising strategy, but also the unique taste of the coke. Actually, the most important business secret of Coca Cola is their coke formula and there are only a few top management people of Coca Cola in the world knowing the formula. Why it is so important? It’s because there are lots of people over the world are addicted to this unique taste. Some people even think their life can’t do without Coca Cola. Therefore, I think it is also crucial for the success of Coca Cola’s globalization.
Besides, I think the marketing strategy of Coca Cola is more than interesting advertisings. In fact, they hire a lot of celebrities, singers, sportsmen, etc as its representatives, e.g. SHE, Liu Xiang, using the “celebrity effect” to attract people buying the products. It also sponsors many sports games, e.g. Beijing Olympic Game, in order to keep reminding people about their brand.
Thank you for the sharing and I really enjoy reading your blog!
Thank you for sharing this blog. Your blog is readable, since the word is simple. Besides, I think you did a great job!!! This time, your blog is done better than the last one. It contains more photos, video aids and the clickable links. Those can give us more information on Coca Cola in a more convenience way.
Since your choosing company is Coca Cola Company, why you merely focus on the product, Coca Cola?? It would be more comprehensive if you also consider products like Qoo, BonAqua, Spirte, Minute Maid, etc. because the company has also achieved “Globalization” by these products. You can also use those products for discussing the intercultural communication and the cultural identity. Just like you have mentioned before, the Coca Cola Company is an American company. Its products are westernized and there are only a few Asian favor products. Qoo is one of the products that have the Asian favor. Soya bean milk is one the favor. I think this favor is to adapt the Chinese. Soya milk is very popular among Chinese. They almost drink it every day. I think this can facilitate the intercultural communication through the beverage giant (the Coca Cola Company) because it will sell all over the world. The foreigners may notice that soya milk is one of the Chinese favorite drinks.
I think that the Coca Cola Company has a good image to the public, since they are the sponsors of many international events. It sponsors, for example, Beijing2008 Olympic Games, 2010 Shanghai Expo, 2006 Germany World Cup and the coming 2010 South Africa World Cup. It nearly sponsored all international events in the past. I think they had always delivered a good image to the public. Besides, you have suggested that Coca Cola Company can try to use more environmental friendly materials to produce the products. Can you give specific suggestions on “how”? I think it is very difficult for them to do so. Instead, I suggest that they may do marketing on environmental issues, for instance, if the customers use their own bottle to buy their products in the convenience shop like 7-11, they can enjoy a 10% discount off.
Thank you for sharing a great blog. I really enjoy reading this blog as its title is interesting and it is easy to follow.
It is very smart that Coca Cola uses red-and-white suit inventing the modern image of Santa Claus to promote drinking in happiness.
However, it is true that Coca Cola is someway not good to human. First, it always accompanies with fast-food, which might lead to obesity. Many children love drinking coca cola but something they loved doesn’t mean they are good. Although there is Coca Cola coke light and coke zero, the taste may not be suitable to children. I have a cousin who loves drinking coca cola very much but seldom drink coke light and coke zero and even water (they drink coke like normal one drink water) as it is not as sweet as original coke. It is easy to make children to become obesity.
Coke helps foster fast-food culture, as it’s always an item of Extra-Value Meal. We can see children love McDonald’s meanwhile they love Coca Cola. In Hong Kong, Coca Cola seems to be a part of Fast-Food Culture. But is that healthy? I would say that not the way we are going. Some voice supporting healthy life is arousing. So I think Cola should go a healthy way as they thought about their products’ direction. Cola is a huge brand. They can lead the world if it comes first.
In Hong Kong, many people love drinking coca cola. I do agree that coca cola diversifies our choice as it gives more choice to people. People can have different drink in different place. for example, people like drinking coffee in the morning but drinking coke in fast food shop in afternoon and drinking milk before they go to bed.
Again, thanks for your sharing
Thanks HKSJ, for providing plenty of information and different media that assist our understanding about Coca Cola. And I appreciate that you have provided lots of definition about terms like culture, culture identity, etc., which really help me to understand more about what you are going to say.
Here I have some questions.
First, under the part “Relationship between Globalization, Culture and Cultural Identity”, could you tell about how the fast dining and slow dining grow together, by showing some statistics or reliable sources?
Second, in your part “Coca Cola Go Global!”, you have mentioned about different slogans that facilitate globalization. How does it work? Do different slogans target different age groups rather than people in different cultures? In http://memory.loc.gov/ammem/ccmphtml/colahist.html, it is said that
“The theme was global, but the campaign used local resources in different countries to create individual commercials relevant to local tastes and cultures. And to unify the campaign with as much flexibility as possible, its creators developed a melody adaptable to a wide range of musical styles. Even as the campaign began, there were 140 versions of the tune set to words in forty languages.”, which shows that Coca Cola does something to let people in the world accept its image more easily and maintain similar global image.
Here I have some suggestions. The subtitles can be more attractive and descriptive. As a student of MGT3430, I do not think that I would read description about Coca Cola in the part “Relationship between Globalization, Culture and Cultural Identity” when I first read this post. May be you should separate them with different subtitles.
I have heard some descriptions on Coca Cola about its globalization that it provides different tastes by adjusting some properties like sweetness to meet the interest of people in different cultures as they have different eating habits and preferences on taste. For example, http://jotman.blogspot.com/2009/04/why-does-coke-taste-better-in-thailand.html
It is worth reading. Please take a look about it.
I would like to suggest to Coca Cola that HRM really affect how employees and local citizens think about their cultural identity. As what you have said that some citizens concern about the HRM of Coca Cola and they would boycott it if it is discovered with poor management.
Lastly, I frankly appreciate media posted in your blog, it is really exciting and helpful. Please go on in the future posts. Thanks for reading my comment!
Hi all, I like your article which gives us a comprehensive view of Coca cola’s case.
Globalization is a process you may encounter many cultural challenges due to different languages, cultural interests, religions, customs, social attitudes and so on. So a company that wants to succeed in global business must try to gain global efficiency as well as local flexibility. Just like what Coca cola does, besides promoting its original products, it also tries so hard to acquire a famous herb drink company in China. In this way, it can turn its competitors into partners. On the other hand, it also does modification to its original products—coke, as what you mentioned in your article---Coca cola Zero and Coca Cola Light, what mainly focus on its low sugar and calories. By doing so, they want to build a healthier image for its products. However, I want to put up a point here that actually they use aspartame in Coke Zero and Coke Light in order to make the sugar and calories low, which is still a controversial issue whether it is good for health or not.
Another question is, besides our drinking habits, are there more changes that Coca Cola has brought to our cultural identities?
Thanks for posting~ Keep on~
Thanks for giving us a clear view of the company and a brief summary of cultural identity. Coca cola is really a product makes everyone happy all over the world.
However, I don’t agree with your statement that globalization will not assault our culture and you think it will just diversify our choice. Actually, our culture is assaulted by the globalization process of coca cola indeed. As a part of china, Hong Kong , are totally affected by Chinese culture. We like Chinese tea and drink it anywhere. Till the coca cola was introduce to Hong Kong, we can see that when we hold a party and ceremony, coca cola are provided. Also, Chinese tea are replaced by coca cola in refrigerator.
Moreover, your blog makes reader enjoy reading it because coca cola really bring us lots of joy and u insert some video in it. Those video can diversify your blog and make us easy to get the positive message from Coca Cola!!
Thank you for sharing this blog. It is good to see you choosing Coca cola as the topic of case study. Your blog provides comprehensive information and different media which assists us to understand more about Coca Cola. Besides, the definitions of the key words are useful which really help me to understand more what purpose of your blog. Moreover, it is easy to follow your idea in the blog as the word is simple and there are some titles helping us to read through it.
In the part of cultural identity, you have mentioned about the components of cultural identity, such as Vocation, Class, Geography, Biology and Language. I would have liked it even more if you could have expanded a bit more on it and give more examples said how the components are became cultural identity. Using race (Biology category) as an example, Chinese have similarly salient visual traits (especially yellow skin color, black hair and eyes). This group of people would develop their unique culture and language. They would build up self-identification and cultural identity gradually.
As far as I am concerned, I don’t agree with some content in your blog. As you said” Coca Cola changed our drinking habits, especially for the youths. But, will people drink only Coca Cola with their meals and give up milk tea, a popular drink come from HK?” In fact, nowadays, lots of teenagers treat Coca Cola as vital as their commodity. They would rather have a can of Coca Cola than a plentiful meal. Therefore, the previous sentence and “Fast dining is not destroying slow dining”may not totally correct. Even though Coca Cola hasn’t destroyed the culture thoroughly, it damages the culture bit by bit.
Also, you may forget something which is extremely important. At the beginning, Coca Cola, tea and milk can survive together in the competitive market. However, the advantages of globalization in Coca Cola, such as low cost in labor, economy of scale and reputation appeared with time. Tea and milk cannot compete with Coca Cola and finally they would fall away in the market that why I don’t agree with you saying globalization would not take over our culture. Can you explain more on this issue?
Thanks for your sharing. You guys did a great job!!! The blog this week is so clear. To be honest, I do like your blog most this week. It is not wordy, easy to understand and pretty interesting.
Generally, I agree what you write here. But there is something I want to clarify or have deeper understanding.
1. You said that globalization can let us try more different things, diversify of our life. That means your group thinks that globalization is good? Actually, I don’t really see your stand point here, good, evil, or something in between? Actually, there are many disadvantages of globalization. The main one is greater chance of reactions for globalization being violent in an attempt to preserve cultural heritage. It is true even in your case of Coca Cola. Actually, I quite agree with you that globalization can diversify our life, but it kills the traditional culture as well. Kill maybe too serious, but at least slower or block the continuous development of tradition. Just like your case, you said we can have more choice now, we can drink not only tea, but also Coca Cola after globalization. But don’t you think that this American drink is affecting our culture? People seldom drink tea or some Chinese drink but drink Coca Cola. We will choose something from the other country but not from ours. We appreciate foreign product more than our own tradition product. Is it a good impact for us? Just like McDonald, is it good if this American culture fit in most of the other culture? Is it good if our life is diversified, but we forget our own unique things? I give a question mark here.
2. Also, you have mentioned that there are some people do not support Coca Cola is because of culture difference. But from the evidence of your blog, I think it is because of political issues rather than culture difference. For example the GAZA issue. Also, do u really think that HK people like Coca Cola? Is there any evidence?
- www.hkcd.com.hk/content/2008-04/10/content_1966826.htm
- http://hk.apple.nextmedia.com/template/apple/art_main.php?iss_id=20081217&sec_id=15335&subsec_id=15336&art_id=11979823
The above are 2 links that HK and Chinese people oppose Coca Cola. They oppose Coca Cola is also because of political issues. Anyways, I think you have to investigate Coca Cola culture in HK or China on another aspect. There are not only the positive side in HK, but also the negative one.
3. Finally, I hope you can provide some ways to help Coca Cola to improve the intercultural communication. What you guys have mentioned was only how can it be a better company with better business and image, but not better intercultural communication, which is part of the main subjects in this course.
Anyways, thanks for your hard work. I really enjoy your blog.
Thank you for your sharing.
First, I appreciated for your clear explanation about globalization, culture and culture identity. It gives us a clear concept and makes us easier to understand the following case study. Also, the photos and videos increase the attractiveness of your blog.
Undeniably, Coca Cola is a very popular brand among the world. And it is a successful brand that is transited from a local brand to a global and international brand. Nowadays, many people regarded Coca Cola is a ‘need’ instead of ‘want’. Actually, some of my friends are really addicted to it. They drink at least one can of Coca Cola per day. It seems not only ‘Globalization’, but also ‘Coca Colonization’!
Also, I think one of the reasons that Coca Cola can achieve globalization is that no matter you are a rich or poor person, you can enjoy it. It is not an expensive drink that even low income class can afford it. Also, Coca Cola is everywhere from the fast food shop to the high class restaurants. It fastens the pace of globalization.
Since Coca Cola is a well known global brand, it adopted the strategy of ‘think local and act local’. They listen to the need of people around the world. When a Hong Kong’s student wants some drink to refresh, a United State’s man want a drink for lunch, a Korean’s asking for a drink, Coca Cola is always their choice. But I agree that what 3430_GS =D has mentioned, Coca Cola has a very poor image as far as human rights and employment is concerned. Also, there are some bad health effects of Coca Cola such as tooth decay. In order to be a successful global brand, I think Coca Cola should do something to improve these problems.
Moreover, I do agree that that marketing strategy of Coca Cola help to achieve globalization. They usually hired some famous singers or actors to be their spokesman. It utilized the “celebrity effect” to attract people to but their product. Also, it builds a good image among the public. It sponsored many international events such as 2008 Beijing Olympic Games. Actually, Coca Cola promoted the sense of ‘Love and Peace’ in 60decedes.
I think you can introduce more other products of Coca Cola Company such as Spirte and Qoo but not only focus on Coca Cola.
Anyway, good job and keep it up =)
Thank you very much for your sharing about Coca Cola! It is the best company in the world and it really has done well on globalization! I am interest in topic because it is a famous brand all over the world.
Your title and subtitle is very clear and consistent! It is very important for the reader whether they read your article or not.
I agree that Coca Cola does not destroy the cultural integrity and the tradition. But it adds more value to the local culture and enjoy the product that origin from other cultures. People have one more choice for the drink. In Hong Kong, people would choose Coca Cola to drink during their meals, however, they would not give up to drink tea, orange juice, etc. Coca Cola have the good effect on other countries’ culture.
Moreover, Coca Cola would produce different taste of products for different country. This type of globalization strategy is quiet good to promote their product all over the world.
Furthermore, I think you may talk more about what Coca Cola done on creativity and innovation. Coca Cola produce many different of drinks. For example, the brand of HealthWorks is under Coca Cola. It is a company which provides Chinese healthy drinks such as chrysanthemum tea.
For your suggestion part, Coca Cola could do many things to increase its social responsibility image, however, Coca Cola its own product have the bad effect on the society. It case a lot of health problem, for tooth, for heart for kidney, etc. I suggest that the first priority things Coca Cola must do is to solve those problem!
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