lvement in the Second World War, the company was dominated by the Nazis as well. However, the Nazi appreciation for the beverage ended when it was discovered that Coca-Cola provided kosher beverages for American Jewish communities. Consequently, German sales plummeted and it seemed as though the product was on the brink of extinction. As a solution to the problem, Coca-Cola developed a new drink called Fanta and introduced it to the Nazi regime where it was met with great success. Thus, even in wartime the companys loyalty was to the movement of the product and not political concerns.It is important to recognize that much of the American soldiers thirst for Coca-Cola was also based upon a craving for anything American. This was the moment when the company fully comprehended the extent of their significance as an American symbol. Their beverage actually helped to maintain the morale of American troops. Coca-Cola managed to gain access into every area of the world that had been used as a battlefield. Thus, they found themselves in a good position for expansion in the post World War II era. By 1950, the global expansion of Coca-Cola was evident. The company had successfully moved into a number of markets in Africa, Asia and the Middle East. (Kahn p. 18) By 1990, 50% of the companys business occurred outside the United States, demonstrating the strength of the product in foreign markets. (Elliot p. 156) However, with such success, some critics believed that people were drinking Coke for its trademark, and not for its taste. Not only had the company conquered taste buds worldwide, they also succeeded in creating the most successful advertising and marketing strategies to reach a global audience. Since Coca-Colas inception its focus has been on creating a worldwide market for Coke. Todays marketing strategies for Coca-Cola are driven by the ideas of quality and availability. That is, to ensure that a Coke can be purchased more ...
