Virtual Visits - Coca-Cola USA vs. Ireland

     The assignment given me for this post was to examine how Coca-Cola addresses the standaradization/adaption debate from which was brought about in the textbook we are reading, Global Marketing and Advertising, by Marieke De Mooij. After examining the company and its two websites, the U.S. and Irish ones, I have come to the conclusion that, while similar in aspects of getting the product out to its consumers and raising awareness of the product, the different sites do it in different ways. Not only do they have different designs, but they seem to have taken the different markets into consideration.
     In the textbook, we learn about the different paradoxes found in international business. What works in one place for an organization may not work in another. Coca-Cola has seemed to have figured this idea out in its websites. In the U.S. website, it is not so much focused on pushing the facts and figures out to the consumers. They already know that Coke is a huge player in the beverage market. Its credibility and success is already there and known by Americans. However, when I switch over to the Irish website, not only does it look different in design than the U.S. site, it focuses more on directing attention to its history, its involvement in community, and basically other selling points that will get personal with the consumer to show them that they are the best company product-wise, community-wise, and credibility-wise.
    Whereas both websites make an effort to show community involvement, not just product and company information, the U.S. website has more focus on its expansion and the involvement it has around the world. As I stated before, Americans already know about coke and its reputation doesn't need much selling point. There's no need to layer on information about the company. That fact is actually quite standard around the world. It's a popular and successsful product. However, as standardized as the credibility and name is around the world, coke has to make sure to adapt itself to the other international market. Americans won't have the same buying behavior as, in this case, the Irish. That is why the Irish website spends more focus on not only reinforcing its credibility and why they should become favorable to the consumer, but it makes sure to touch upon their interests as well. For example, there's the eco-friendly section seen on the site as well as things more directly relatable to them.
    The two sites are very standardized in showing that the company is successful, has grown around the world, and gives back, but they are also different whereas relating to a different type of consumer as they do so. Either way, Coca-Cola does a great job in reflecting the ways in which to deal with the paradoxes discussed in the textbook.