Introduction Marketing has gained a new twist in the recent past. Initially, marketing was given an inward approach. Business units laid emphasis on production. The main concern was to produce as much as possible and then look for the market. This has changed as consumers are becoming more aware of their needs. Technology has turned the world into a global village. Information is available to both consumers and the manufacturing firms (Piercy, 2009). With limited trade barriers, a US firm can easily operate in the United Kingdom, while a Chinese businessperson can invest in the Kingdom of Saudi Arabia. There is no firm operating in a vacuum as the world is reduced into a smaller trading region. Consumers are also obtaining information about alternative products and where they can be found. Through the mass media, social media and other forms of communication, the consumer has become increasingly knowledgeable and very demanding. Therefore, this paper will analyze how Coca Cola Company manages to market its products domestically and internationally. To capture this clearly, the paper will evaluate various aspects including how the company copes with cultural differences, the issue of social responsibility, political concerns and technological issues among others. Global economic interdependence Due to globalization, world economies rely on each other for success. The convergence of systems has offered many opportunities to companies such as Coca Cola. The company is able to produce goods in excess and make them available to other parts of the world through air transport. This is attributable to the agents of globalization such as improved transportation and communication. Through the mediums of communication, the company is able to advertise and market its goods abroad. The world is currently treated as a single community due to globalization. Goods are to be produced and consumed almost at the same time. Coca Cola Company has taken advantage of this convergence of systems to market its goods worldwide (Piercy, 2009). Furthermore, the existence of trade agreements allows the company to market its goods freely. The agreements provide for liberalism, which means that any entity is free to conduct any legal business around the globe. Demographics and Physical Infrastructure The world population has enabled the company to diversify its services. Domestically, the company has a strong consumer base that assures it survival. Furthermore, the customer base in the North America provides the company with a competitive edge. It is able to concentrate on the foreign markets since there is no tough competition locally. Furthermore, the profits obtained locally are utilized in strengthening the financial position of the firm in new markets (Holbrook, 2003). Cultural Differences Cultural factors have considerably influenced the behavior Coca Cola consumers. It usually determines what a customer wants and therefore affects his or her decision-making process. Generally, the way children are brought up normally affects their level of perception. It also enables them distinguish between basic goods and luxury goods, as well as recognizing important things according to the societal needs and lifestyles. In relation to culture, marketers have become much keen to understand chang