Management of the company's international competitiveness

Abstract

This thesis consists of an introduction, three sections, conclusions, a list of references, and appendices. It includes 67 pages, 9 tables, 5 figures, and 51 references. Coca-cola is the leader of the industry because of the vast global presence. However, there are some important challenges because of some dependence on traditional soda, particularly in fast growing markets. There is need to the company not to stay static in its product positioning due to the growing demand for low calorie/sugar free and organic drinks. There is need for Coca-cola to continue with its diversification of product lines with the introduction of healthier choices and also move to fast growing segments of the market like plant-based drinks, and the company can meet the growing changes in consumer preferences and continue to have competitive advantage against its rivals. The purpose of the master's thesis is to theoretically substantiate and identify effective strategies and tools that will help increase the Coca-Cola’s international competitiveness, adaptation to the globalised environment, ensure sustainable development and implement innovations. Objectives of the study: -to study the concept of international competitiveness in the business context; -to determine features of company competitiveness in global markets; -to identify key decision-making criteria in competitiveness management; -to give a general characteristics of the company and internal environment analysis; -to analyses state of the company’s external environment and its impact on company activities; -to assess the problems in managing the international competitiveness of a company; -to propose strategies and possible solutions to identified problems; -to provide decision-making for improving the company's management system; -to determine the expected results and feasibility of the proposed measures. The object of research is the system of managing the international competitiveness of the Coca-Cola company. The subject of the research is theoretical and practical approaches to managing the international competitiveness of a company, considering internal and external factors. Research methods: theoretical generalization, structural and comparative analysis, graphical and statistical interpretation, forecasting, logical synthesis, and case-based examination. The information base includes academic literature, statistical data, international standards, corporate documents, analytical calculations, and reliable Internet sources, financial data of Coca-Cola company. The practical significance of the research lies in its applicability for improving Coca-Cola’s global supply operations, increasing stability, reducing risks, and supporting more efficient decision-making in international markets. The research results were approved at the VІ International Scientific and Practical Online-Conference for students, PhD students and young scientists "Modern management: challenges and opportunities" (Kyiv, NUBIP of Ukraine, 4 November 2025). The main provisions and results of the study are reflected in the conference proceedings: GARCIA W., TIURINA A. Management of the company's international competitiveness. Modern management: challenges and opportunities. Proceedings of the VІ International Scientific and Practical Online-Conference for students, PhD students & young scientists, 4.11.2025 - K.:NUBiP of Ukraine, 2025.