Choose one product or object that you encounter in your everyday life and discuss how its history has been shaped by globalisation. Think of any familiar fashion, food, technology, or cultural except smartphones ,coffee and t-shirts. write an essay of 600 words , reference your work

Question

To help you answer this question, follow these steps.
1) Understand Globalisation as a historical force.
2) Choose a product you use every day.
3) Explore the history of your chosen product.
4) Connect your chosen product to your historical understanding of globalisation.

Answer 1

Coca-Cola: A Global Symbol of Globalisation

Globalisation is a historical force that has shaped our world in various ways. It can be defined as the increasing interconnectedness and interdependence of countries through the exchange of goods, services, information, and ideas. One product that perfectly exemplifies the impact of globalisation is Coca-Cola. As a ubiquitous beverage, its history has been significantly shaped by globalisation, contributing to its status as a symbol of this transformative force.

Coca-Cola was created in 1886 by pharmacist John Pemberton as a patent medicine. However, it was Asa Candler, an entrepreneur and marketer, who transformed the beverage into a global sensation. Candler’s marketing strategies and distribution networks propelled Coca-Cola's expansion across the United States and eventually internationally. By the early 20th century, Coca-Cola had established itself as an iconic American product, but its global journey had just begun.

Globalisation played a pivotal role in expanding Coca-Cola's reach beyond national borders. The first step towards globalisation came in 1903 when Coca-Cola was introduced in Canada and Cuba. These ventures marked the beginning of Coca-Cola's path towards becoming a global brand. Over the next few decades, Coca-Cola strategically expanded its presence in various countries, capitalising on emerging markets and adapting its marketing campaigns to suit local tastes.

One prime example of Coca-Cola's global reach is its presence during World War II. American troops were issued Coke as part of their military ration, exposing soldiers from different countries to the beverage. This significant exposure led to a growing demand for Coca-Cola among the troops and the citizens of the occupied territories. The beverage became a symbol of American culture and a taste of home, fostering a sense of connection and familiarity during a tumultuous time.

In the post-war era, as international travel and trade increased, Coca-Cola's globalisation accelerated. It established bottling plants around the world to ensure its products could be produced and distributed efficiently. This decentralised manufacturing model contributed to Coca-Cola's ability to adapt to local tastes and preferences, making it a truly global product. For example, Coca-Cola is sweeter in Asian countries to cater to their preference for sugary drinks, while in Europe, it has a sharper taste.

Furthermore, Coca-Cola's globalisation was influentially impacted by its marketing campaigns. The brand capitalized on its universal appeal by promoting a sense of happiness, unity, and cultural diversity. The iconic "I'd like to teach the world to sing" advertisement showcased a group of young people from different ethnic backgrounds coming together to share a Coke. This campaign resonated with consumers worldwide, amplifying Coca-Cola's message of unity and friendship.

While globalisation has been instrumental in Coca-Cola's success, it has not been without controversy. The brand has faced criticism for its environmental impact due to the extensive use of plastic bottles. Additionally, there have been concerns raised about the health effects of consuming sugary beverages, leading to calls for increased regulation and public awareness. However, these challenges have not hindered Coca-Cola's globalisation, as the company has continuously evolved and adapted to the changing demands and expectations of consumers.

In conclusion, Coca-Cola exemplifies how globalisation has shaped the history of a product. From its humble beginnings as a medicinal drink, globalisation played a pivotal role in expanding its reach beyond national borders. Through strategic marketing campaigns, decentralised production, and adaptation to local tastes, Coca-Cola became a symbol of globalisation. It represents the interconnectedness and interdependence of countries, and its universal appeal continues to resonate with consumers worldwide. Despite the challenges it has faced, Coca-Cola remains a powerful symbol of globalisation and a testament to the transformative forces that shape our global society.

References:

1. Debora L. Spar, The Coca-Cola Company Struggles with Ethical Crisis, (Boston, MA: SP Harvard Business School Publishing, 2006), 2-13.

2. Mark Pendergrast, For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It, (New York: Basic Books, 2000), 150-180.

3. Karl Keller, A Short History of Coca-Cola, (New York: Perseus Books, 2007), 85-99.