Marketing Strategy Research On CocaCola Co.Ltd In China

With the open and development,the China beverage market is facing aaccumulating competion but more opportunities.As the Giant One inbeverage market,Cocacola has been as the Leading Enterprise for many yearswith full practice of marketing and the capacity of management. In thispaper,through a full consideration of marketing strategy frame andpractice,it will sums up the regular pattern of how can a welldoneinternational enterprise manage its marketing that well. This paper willbe divided into6parts.In the first part,it will briefly intruduce thebackground,research meaning here.As well, it will give a shortintroduction of the beverage market.As we known that beverage market hasbecame the most fastly developing industry with a full potentiality. Inthe second part,it briefly introduce the developing history of Cocacola,shows that this company use a dot-line-surface model to grow into a strongcompany and contributes to the economic development of China. The thirdpart is the marketing environment analysis,both focus on the macroenvironment and the micro environment. The part four is the key part forthis eaasay,cause it relates the marketing strategies in details.It focuson the package strategies,unniform brand strategy,product line extensionstrategy and distribution strategy. Chapter five involves the problemslies in the implementation of China marketing strategy.The problems are:benefit inconformity in bottling system;fast-developing morden channelproblem;low efficiency and positivity for its partners. Part6gives thecountermeasures of how to solve the problems mentioned above with the purpose toenlight our local enterprises.