...Coca-Cola (China), Key Success Factors Analysis [pic][pic][pic] Coca-Cola company from its inception in 1886, has been its delicious carbonated beverage products has swept the world, after enduring 117 years. Coca-Cola entered China in 1927, for some reason after the withdrawal of return to China in 1979, and set up a Coca-Cola (China) Limited. Now Coca-Cola (China) Co., Ltd. has become China's largest beverage joint venture, each of the taxes turned over to the country reached three billion yuan. 20 years, Coca-Cola (China) Co., Ltd. has achieved excellent results, has become a pioneer leader in soft drink sales market is regarded as specimens of the same industry and model. Coca-Cola Company is able to do in China, made such a huge success? Through the Coca-Cola (China) Beverages companies personal work experience, I am deeply aware of: Coca-Cola Company is not only a brand to create a company, but also a base for training and practice, is fast moving consumer goods industry, 'Whampoa Military Academy'. It seeks to create all the conditions for their employees to play the staff expertise to develop the skills of employees, and tap the potential of employees, truly make the best use. Coca-Cola Company is the culture of the achievements of these talented of the brand. Therefore we can say is unique and effective human resources strategy for making Coca-Cola Company to create a spectacular performance, becoming the world's No...
Words: 5716 - Pages: 23
...Coca-Cola marketing channel strategy study in China Chapter Coca-Cola Company's development in China Section the basic situation of Coca-Cola Company 1. Coca-Cola and the company's produce Coca-Cola, the world's one hundred years the popularity of the wonderful liquid is from the United States in 1886 in Atlanta, Georgia pharmacist John Dr. Peng Bodun (John S. Pemberton) in the backyard at home, will Carbonated water and sugar and other ingredients mixed in a triangle pot in the invention. "Coca-Cola" is the English name was Pemberton's assistant and partner in accountant named Robinson. Robinson is a classical calligrapher, he considered that 'the two capital C character will look great', so he had to personally write cursive scripts using Spencer's 'Coca-Cola'. 'coca' is the son of refined spices cocoa leaves, 'cola' is the fruit of the cocoa component removed. "Coca-Cola" trademark has not changed over the past century. In 1892, businessman Hom Chandler in 2300 U.S. dollars to buy all the secrets of Coca-Cola franchise, and the creation of Coca-Cola Company. Under his leadership, less than three years Bianba Coca-Cola extended to across the country. In 1899, Benjamin Franklin Thomas andղķʿ??̘ Whitehead signed with the Candler regional development in the United States most of the bottling business contracts. Since then its development momentum will be unstoppable in 1904 developed into a 120 bottling...
Words: 3232 - Pages: 13
...1. Executive summary Coca-Cola have a great ambition to China market and plan to invest 20 billion dollar in develop the biggest market in the world. Since Chinese government blocked its acquisition bid of buying Huiyuan, Coca-Cola is now figuring out the strategies of going on growing in China without juice giant Huiyuan. Coca-Cola will develop its existing business, especially fruit juice products. The keystone of promotion in the near future is to popularize “Minute Maid ” fruit juice beverage brand. In the following sections, detail study will be researched, including listing its strategic focus and plan, analysing varities of situation Coca-Cola is facing with, figuring out their marketing strategy as to gain more market share in China market and put marketing mix forward to implement it better. 2.Company description That Company of Coca-Cola is established in 1892, with the headquarter is located in USA (Atlanta) now. Coca-Cola Company owns the whole world 48% marketplace proportion and it is the first among the whole world first three big drink. Coca-Cola also owns 160 kinds drink brands in 200 countries , is a maximal the whole world juice drink dealer (include the Minute Maid brand) including that soft drink , motion drink , milk kind drink the product , juice , tea and coffee, before first Coca-Cola of USA row be that the person gets the market share over 40% , Sprite is that the quickest developing drink , other brand include Berk then grow up, the fruit...
Words: 3669 - Pages: 15
...Coca-Cola Company A Multinational Enterprise The Coca-Cola Company indeed is an MNE because it operates a headquarters in Atlanta, Georgia with other local operations in nearly 200 countries around the world. Coke succeeded as a multinational because of its understanding and appeal to global commonalities (Rugman, A. M. & Collinson, S., 2006). The firm has implements three principles that are assigned to make it more locally responsive, the three principles are: Coca-Cola's three principles * Principles * Description * Operates on a local scale The company modifies its operations to meet local need and institutes a strategy of "think local, act local". Country-by-country basis: It focuses itself as a pure marketing company and pushing its brands on a regional basis and local basis rather than a worldwide basis. Integrates with local environment: Coke is now working to become a model citizen by reaching out to local communities and getting involved in local activities Background of the Coca-Cola Company A carbonated beverage called Coca-cola or often referred as Coke is the world's largest beverage company and the best-known brand in the world. Coca-Cola Company has operated for 124 years since 1886. Coca-Cola was invented by a pharmacist in Atlanta, John Pemberton and he has become one of the global market leaders in the beverage industry (iloveindia.com). The Coca-Cola Company offers over 400 different brands in more than 200 countries worldwide. Coca-Cola...
Words: 3163 - Pages: 13
...International Branding ---------Coca-cola and its story in China China is very attractive to the investors globally for it has 13 billons potential consumers and has quite strong consuming power in south-east part of China. As far as a brand does well in the market of China, they can earn numerous profits and will have a bright future development. Coca-cola is a US brand which is more than 100 years old. At first it only sells coca-cola ---- a kind of spackling drink that is brown in color and bitter-sweet in flavor. What interested me about Coca-cola when I thought about international branding is that it was the very first pioneers who came to China. It was hard time for foreign companies who sell products. Coca-cola also had very twist story at its first arrival in China. Trance back to the 1927, Shanghai, Coca-cola was firstly translated as “蝌蝌啃蜡” which means “Crickets eating the wax”. The name was strange and people thought it tasted and looked like Chinese cough syrup. The citizens were not as easy get used to foreign products as we do today, they would rather buy local drinks which were colorful and sweet. As a result it had quite poor selling records which made the managers worried. Finally they decided to post advertisements on the newspapers with an award of 350 pounds for anyone that comes with a good name for the products. A Chinese professor in UK won the 350 pounds in the end. Coca-cola was called “可口可乐” which means“tasty and happy”since then...
Words: 799 - Pages: 4
...Coca-Cola: International Business Strategy For Globalization Dr. Michael Ba Banutu-Gomez, Professor, Management and Entrepreneurship, William G. Rohrer College of Business Rowan University, Glassboro, NJ ABSTRACT The purpose of this research was to analyze the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries. The paper revealed that Coca-Cola was very successful in implementing strategies regardless of the country. However, the author learned that CocaCola did not effectively utilize all of the strategies in each country. Key Words: Coca-Cola, International Business, Strategy, Globalization, International Marketing, Labor Relations, Distribution, Diversification, Management, Channels, Costs, Gains and Collaboration. INTRODUCTION...
Words: 9970 - Pages: 40
...1 COMPANY OVERVIEw 2 PRODUCTION 2 MARKETING 2 OPERATIONS 3 Organizational Structure 3 Regional Structure 3 Foreign Operations 4 Expansion in China 4 Rising Costs in the US 5 VISION 2020 6 PROBLEMS 6 LOSS OF LOCAL BUSINESS 6 WATER WARS 7 RECOMMENDATIONS 8 CONCLUSION 9 BIBLIOGRAPHY 10 EXECUTIVE SUMMARY Purpose: The purpose of this document is to summarize the following report on the structure and functionality of Coca-Cola. This report details some of the problems that the company is currently facing and recommends possible solutions. Company Overview: Coca-Cola is a multinational retailer of beverages and syrups to businesses around the globe. The marketing strategies, which Coca-Cola employs, must be tailored to the many cultures and languages present in the regions of sale. Employing over 94,000 people in more than 200 countries requires that Coca-Cola rely on a regional approach to marketing. Targeting preferences become easier, but costs increase with overlapping positions. Coca-Cola’s plan for the future focuses on building brand loyalty among younger generations and emerging markets. As of now, China has the third largest market for Coca-Cola with an expected 7 billion dollars invested by 2014. Problems: Coca-Cola is facing a loss of local business due to health...
Words: 4138 - Pages: 17
...drinks) Low brand trust (not directly mentioned in case there was a govt ban ) China No issues dealing with pricing Usa Stale market Stagnat sales Heavy competition with pepsi Stale consumer demand Price decrimination No room for open expantion without direct competition High margins on concentrate allows for price undercutting c. Relationships among important issues India The low purchase power of the byers (make about 100 Rs a day) causes the people to view the 300ml (@10 Rs) and above as to expensive. The higher price and decreased brand trust caused lower consumption among lower income in rural areas. This lower consumption caused many store front to remove or not carry the brand. China No pricing issues so no relationships Usa The stale state of the market has eased sales growth and consumer demand. The Intense rivalry between pepsi cause wars on price suppliers spokespeople retail space and consumer interest. d. Relationships of case issues to aim of the company Indian The low income of India B and low interest in carbonated soft drinks drove coca-cola to look for a way to get people drinking more re-evaluating their pricing and marketing. China No issues affecting the company’s focus Usa Stale markets and picky consumer base along with pepsi rivalry had drove Coca-cola to to pricing discrimination to maximize consumer demand and increase profits. ...
Words: 1525 - Pages: 7
...the environmental factors paper was Coca-Cola. This company’s major marketing decisions are impacted by environmental factors. This paper is intended to address the forecasts of high level global and domestic environmental factors that may impact the company’s marketing decisions and will also address the forecasts of technological change that will affect the organizations marketing decisions. An analysis of the influence of the Foreign Corrupt Practices Act will also be discussed. The paper will be concluded with a summary that will analyze the importance of social responsibility and ethics related to Coca-Cola’s market offerings. The soft drink company greets its consumers with an attractive picture of a bottle of Coca-Cola on the website. The first thing a person sees is a picture of a cool refreshing bottle of Coca-Cola. The company demonstrates the ability to successfully trade products within the global market while still satisfying customers domestically. Whether global or domestic, Coca-Cola can be seen on every billboard restaurant ad, and in magazines nationwide. Despite the company’s success, environmental factors still exist that could change the future of the company. One article titled “The Beginning of Coca-Cola,” talks about how Coca-Cola began marketing in China in 1927. In 1979, Coca-Cola plants were introduced to China again after a 30 year absence since 1930. One environmental factor that the company faced in China was sales. The company found their products...
Words: 481 - Pages: 2
...of Coca-Cola Conducing to Success University of Victoria Marketing Strategies of Coca-Cola Conducing to Success In the past few decades, a great number of new corporations have emerged and became the main supporting force in current economic construction. In fact, few centuries ago, enterprises –like Coca-Cola– are still the mainstays of economy, and such enterprises have accumulated lots of experiences and lessons that junior corporations need to learn from. According to American “Wealth” magazine report, the top 500 companies around the world have the average life of 40 to 42 years; only 2% of enterprises survive to 50 years (Wealth Magazine quoted Mao, 2009). Moreover, Leon Stafford pointed out that the Coca-Cola Company had beaten the Apple, IBM, and Google to the top for 12 years (2011 ( need a citation here, missing the source name). Therefore, the Coca-Cola Company propels not economists but green hands to study its strategies. In “Recipe for Coke? One More to Add to the File,” Brown and Severson (2011) said that the recipe for Coca-Cola had always been an interest for many corporations, but none have been capable of replicating the taste of Coca-Cola. I used this information to explain that the Coca-Cola Company took advantage of consumers’ strong curiosity, stimulating them to buy the good. In “An Internalization Approach to Joint Ventures: Coca-Cola in China,” Mok and Dai (2002) introduced internalization theory to explain the entry mode choice of Coca-Cola...
Words: 1267 - Pages: 6
...still brands 15 billion dollar portfolio 200 countries 1.7 billion servings a day. Coca Cola Advertising Story 1900 Coca Cola strategy LOVEBRAND 3 A’s AVAILABILITY Distribution network AFFORDABILITY Product pricing ACCEPTABILITY convincing the customer to buy OUR ANALYSIS USA RUSSIA CHINA KENYA 1. TYPES OF MEDIA • MASS MEDIA • NON MEDIA 2. COPY STRATEGY • Values • Messages • Casting Coca Cola in the USA Symbol of America Medias for advertising ? • Mass media Advertising – Television – Billboard – Web • Non media advertising – Sponsoring – Event promotion • • ADVERTISING 1886 “Drink Coca-Cola” 1900 “Deliciously refreshing” 1904 “Coca-Cola is a delightful, palatable, healthful beverage” 1982 “The antidote for civilization” – Coke slogans for the past 100+ years SLOGANS • 1993 “Taste it all.” • 1998 “Thirsty for life? Drink Coca-Cola!” • 2000 “Coca-Cola Enjoy” • 2001 “Life tastes good” • 2009 “Open Happiness” • 2010 “Twist The Cap To Refreshment” • • • 1986 –“Like a Rock” (Inspired by the Bob Seger song “Like a Rock”) • 2011 “Life Begins Here” The advertising messages. Billboarding The american way of life… TV commercials • The opposition between good and evil http://www.cultur epub.fr/videos/c oca-colavideogame TV commercials • Happiness, peace, enjoy http://www.culturepub.fr/vi deos/coca-cola-friendlyman The advertising messages Sponsoring • Va l u e s o f s p o r t ( te a m s...
Words: 827 - Pages: 4
...The Coca- Cola Company has embraced diversity and globalization for nearly 120 years. The company’s brand and its people are the assets that make up the companies foundation. The Coca -Cola Company is as a workplace that is inclusive to diverse people, talent and ideas. This philosophy is also incorporated in the Companies’ ability to be a global business. Currently, The Coca -Cola Company operates in more than 200 counties from the United States to Beijing from Montreal to Moscow, Coca Cola continues to be one of the most successful corporations across the globe. The Coca -Cola Company has experienced success in global markets, most notably in China. The Company’s relationship with China began a decade following World War I, and in 1979, was the first US Company to be invited to China to distribute its products. Although The Coca Cola Company has a long -standing relationship with China, they did experience a setback with its attempt to purchase the Chinese company Huiyuan Juice. The Chinese government rejected the deal due to it’s increased economic stability and it’s attempt to avoid a monopoly. This one setback is not a reflection on Coca Cola’s ability to be a diverse and global corporation. Their ability to understand many diverse cultures have led to their success in the global marketplace. References: www.thecoca-colacompany.com Retrieved 4/18/2009 Rein, Shaun (2009 March 24). What Coca -Cola Did Wrong, and Right, in China. Retrieved April 18, 2009...
Words: 291 - Pages: 2
...Coca-Cola Company Introduction Coca- Cola Company is the world leading manufacturer, distributor, and marketer of soft drinks. It was established after Coca-Cola invention on May 1886 by Dr. Pemberton. This company manufactures about 4000 products and 400 brands using tea, coffee, water, energy drinks, juices and much more. The company’s corporate center of operations is in Atlanta with local operations in more than 200 countries around the world. Only 30 percent of its income comes from within the United States with estimated brand equity of 84 billion dollars relating to more than 50 market share of the global beverage industry. In early 20th century, the company expanded rapidly into some European countries. Major and swift growth worldwide took place after the Second World War II. The African market is targeted the most because of its potential economic growth. The American, European and Asian markets utilized fully that’s why must interest is in African nations because they are undergoing urbanization thus make it easy for this company to distribute its products. Also, the middle-class population is on the rise in Africa hence willing to buy more and more due to increasing income. Coca-Cola Company Organizational Structure The organization structure is so flexible that it can meet both local and global needs. Corporate segment is at the top of the structure; it provides support and directions concerning the formulation of new strategic decisions. It is made up of twelve...
Words: 3227 - Pages: 13
...2012, London.UK. COCA-COLA: International Business Strategy for Globalization Michael Ba Banutu-Gomez William G. Rohrer College of Business, Rowan University, USA Key Words International Differentiation Strategy, Global Strategy, International Marketing Strategy, Culture in International Marketing Strategy, Coca-Cola Strategy, International Distribution Strategy, Choosing Distributors and Channels, The Challenge of Distribution, Hidden Costs And Gains In Distribution, International Collaborative Strategy, International Labor Relations and Management Strategy, and International Diversification Strategy. Abstract The purpose of this research was to analysis the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries...
Words: 10141 - Pages: 41
...Coca-Cola re-entered china in 1979, after three decades after the Equity joint venture law was issued, and was the turning point for coca cola to China’s open door policy aiming to increase sales by 15% using effective strategy, “Think Local, act local” and to exceed USA i.e., the home market of Coca-cola and become the largest market in terms of capital consumption by 2020 (manufacturer., 2014). (Geert-hofstede.com, 2014) If we explore the Chinese culture through the lens of hofstede culture model, we can have a good understanding of Chinese culture relative to the other world’s culture. Talking about the first parameter of Hofstede analysis, as we can see in the graph that Power distance in comparison with the home market of coca cola i.e, USA, the power distance is just double, that states that there is no direct communication between the bosses and employees also the employees fear to disagree with their bosses even if they find anything unjustified. Individualism is also one of the major aspect where the company has to deal with, as China has more collectivism approach that means they are interdependent to each other and give priority to group goals and achievements in exchange of loyalty. coming to the next parameter i.e, Pragmatism which means that each group or society has to maintain some relation or link with their previous experiences while dealing with the upcoming tasks or challenges, seeing the score we can determine that china has more Pragmatism than...
Words: 797 - Pages: 4
