The Study On Marketing Strategy Of Zhejiang Swire Coca Cola Ltd

In new-economy era,the purposes of marketing are to make production precisely,communication effectively and price competitively.Coca-Cola used to be the representative of mass marketing.Facing the challenging macroeconomic environments with increasing new mainstream population,Coca-Cola reinvent itself and reshape their strategies.Zhejiang Swire Coca-Cola Beverage Co.,Ltd.is established in Hangzhou since 1987.Focusing on strengthening the core competitiveness,they bolster the leading position of Sparkling and Juice Drink market in Zhejiang Province.Nowadays,the beverage market is evolving with more players and greater competition.Enterprises face changes,challenges and continuously declining profitability.Therefore,the first priority is to make a breakthrough on the marketing strategy for Zhejiang Coca-Cola Company while in-depth study of Coca-Cola's marketing strategy applying in the Zhejiang beverage market also should be examined.This paper states the current situation of the Zhejiang Swire Coca-Cola Company in the Zhejiang beverage market by referring the industry-related data and theoretical literature,conducting on-site investigation and interviews with the senior management team,and using market research data.Base on theories of marketing,this paper raises major problems and the direction of the marketing strategy optimization of Zhejiang Swire Coca-Cola Company by applying SWOT analysis to diagnose the macroscopic environment and competition of Zhejiang beverage market as well as the understanding of company's current situation and marketing strategy.On the basis of the research and analysis,this paper puts forward proposal in terms of target market,product,pricing,channel,consumer communication and public affair as well as required organizational structure,resources,system support and other initiatives which can help to ensure above marketing strategies landing in to the market.Throughout the study,this paper proposed an overall marketing strategy planning of Zhejiang Swire Coca-Cola Company,rather than subversive reconstruction.Consistent maintaining the core competitiveness of enterprises,which is the key to winning,need the further breakdown of the target market;soft drinks,fruit juice category will be optimized by OBPPC and the development of new tastes to improve the RGM;water category will focus on the development of selected 2 yuan above main water,tea,functional drinks,plant protein and other emerging categories,whose actively participation strive to become one of the main players.In the RTM strategy,the company should actively adapt to consumer occasions,developing technological changes,while optimistically expanding new channels;and make full use of emerging technologies to enhance business efficiency.I believe that this research results in helping enterprises to develop at the same time,but also help us to correctly understand the development of the beverage industry in Zhejiang Province,Zhejiang Province for the relevant industry marketing strategy in planning or selection to provide valid for reference.