Marketing plays a big role in business success in the 21st century. This is understandable because modern times are an era of technology and communication. People can access information and various insights extremely quickly. Large companies, if they want to stay big, must be present in the market. In addition, they need to be accessible and close to customers, current and potential. Global marketing is a significant tool if used properly. Coca Cola is one of the largest companies in the world whose success is largely based on global marketing. Competitiveness in the 21st century is highly pronounced as the business world moves and changes at high speeds. The information also dictates the pace, and it is very easy for customers to be informed. Social networks and the Internet have put additional pressure on the corporate world as trends change from day to day. That is why it is an even bigger challenge for companies to take over the dominance of the market on a global level. It doesn't even matter if the market is big or small. The average customer today has more choices than ever before. That’s why Coca Cola’s success is even more impressive. They managed to achieve dominance on all continents. Technology and the world are changing, but the constant is that Coca Cola has top-notch sales, regardless of country, region, world event or trend. In order to be able to form a constant global competitive advantage, a company must valorize the options that are available to it, and which it realistically has at its disposal. In the 21st century, a company is greater than the sum of its parts because the success of a company must no longer be based on a single business department. Sales, and even a global presence, in different markets and in different countries, will not be enough for a company to survive and dominate. The geographic business of a global company must be formed in such a way that it will integrate all current business options, be it technology, marketing or accounting. Quality marketing is a crucial part of business success in the 21st century, regardless of the size of that same business. Global marketing involves the planning, production, marketing and promotion of a company's products or services on the world market. Global marketing is not just about international product sales. It can be said that it is a process of integration of the company with various markets and regions. Global marketing is a specialized skill. If marketing professionals do their job properly, they can catapult their business to the next level.