英文版可口可乐中国营销策略.doc

英文版可口可乐中国营销策略.doc

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Coca-ColainChina

StudentN0.0090614

NameZHOUKunsheng

Course:

InternationalMarketing

Profession:

InternationalEconomy&Trade

Coca-ColainChina

1.IntroductionofTheCoca-ColaCompany

OnMay8,1886,apharmacistnamedDr.JohnPembertoncarriedajugofCoca-Cola®syruptoJacobs’PharmacyindowntownAtlanta,whereitwasmixedwithcarbonatedwaterandsoldforfivecentsaglass.

TheCoca-ColaCompanyisthelargestmanufacturer,distributorandmarketerofnonalcoholicbeverageconcentratesandsyrupsintheworld.Finishedbeverageproductsbearingourtrademarks,soldintheUnitedStatessince1886,arenowsoldinmorethan200countries.AlongwithCoca-Cola,whichisrecognizedastheworld’smostvaluablebrand,wemarketfouroftheworld’stopfivenonalcoholicsparklingbrands,includingDietCoke,FantaandSprite.Inthisreport,theterms“Company,”“we,”“us”or“our”meanTheCoca-ColaCompanyandallentitiesincludedinourconsolidatedfinancialstatements.

Ourbusinessisnonalcoholicbeverages—principallysparklingbeverages,butalsoavarietyofstillbeverages.Wemanufacture

TheCoca-ColaCompanyoperatesinmorethan200countriesandmarketaportfolioofmorethan3000beverageproductsincludingsparkingdrinksandstillbeveragesuchaswaters,juicesandjuicedrinks,teas,coffees,sportsdrinksandenergydrinks.

TheCompanymanufacturestheconcentrates,beveragebasesandsyrupsthatmakeourbrandsuniqueandsellsthemtobottlingoperations.Itownorlicensethebrandsand,toconnectourbrandstotheconsumers,wefocusonmarketingactivities,onlineprograms,retailstoredisplays,sponsorships,contestsandpackagedesign.

TheCoca-ColaCompany’sproductsincludeCoca-Cola,Coca-ColaClassic,caffeinefreeCoca-Cola,caffeinefreeCoca-ColaClassic,CherryCoke,DietCoke（soldunderthetrademarkCoca-ColaLightinmanycountriesotherthantheUnitedStates）,caffeinefreeDietCoke,DietCokeSweetenedwithSplenda,DietCokewithLime,DietCherryCoke,DietCokePlus,Coca-ColaZero（soldunderthetrademarkCokeZeroinsomecountries）,Fantabrandsparklingbeverages,Sprite,DietSprite/SpriteZero（soldunderthetrademarkSpriteLightinmanycountriesotherthantheUnitedStates）,PibbXtra,MelloYello,Tab,Frescabrandsparklingbeverages,Barq’s,Powerade,Aquarius,Sokenbicha,Ciel,Bonaqa/Bonaqua,Dasani,Dasanibrandflavoredwaters,Georgiabrandready-to-drinkcoffees（soldinJapan）,Lift,ThumsUp,Kinley,EightO’Clock,Qoo,Vault,FullThrottleandotherproductsdevelopedforspecificcountries.

2.Mission,Vision&ValuesoftheCoca-ColaCompany

2.1.MissionoftheCoca-ColaCompany

Thecompany’sRoadmapstartswithourmission,whichisenduring.Itdeclaresourpurposeasacompanyandservesasthestandardagainstwhichweweighouractionsanddecisions.

Torefreshtheworld...

Toinspiremomentsofoptimismandhappiness...

Tocreatevalueandmakeadifference.

2.2.VisionoftheCoca-ColaCompany

Thecompany’svisionservesastheframeworkforourRoadmapandguideseveryaspectofourbusinessbydescribingwhatweneedtoaccomplishinordertocontinueachievingsustainable,qualitygrowth.

People:

Beagreatplacetoworkwherepeopleareinspiredtobethebesttheycanbe.

Portfolio:

Bringtotheworldaportfolioofqualitybeveragebrandsthatanticipateandsatisfypeople'sdesiresandneeds.

Partners:

Nurtureawinningnetworkofcustomersandsuppliers,togetherwecreatemutual,enduringvalue.

Planet:

Bearesponsiblecitizenthatmakesadifferencebyhelpingbuildandsupportsustainablecommunities.

Profit:

Maximizelong-termreturntoshareownerswhilebeingmindfulofouroverallresponsibilities.

Productivity:

Beahighlyeffective,leanandfast-movingorganization.

2.3LivetheCoca-ColaCompany’sValues

Thecompanyvaluesserveasacompassforouractionsanddescribehowwebehaveintheworld.

Leadership:

Thecouragetoshapeabetterfuture

Collaboration:

Leveragecollectivegenius

Integrity:

Bereal

Accountability:

Ifitistobe,it'suptome

Passion:

Committedinheartandmind

Diversity:

Asinclusiveasourbrands

Quality:

Whatwedo,wedowell

3.TheCoca-ColaCompanyinChina

3.1.BriefdiscussionofthemarketinChina

China,thefourthlargestcountryinareaafterRussia,CanadaandUSAhasexperiencedmanifoldchangesinitseconomicsystemwhichhasseenitbecomethesecondlargesteconomyintheworldafterUSAifmeasuredonthePurchasingPowerParity（PPP）scale.Butstillconsideredasanemergingeconomyaspercapitaincomesfallinthelower-middlelevel,Chinaismakingitspresencefeltintheglobalstagebytakingbigstridesinopeningupitseconomytointernationaltrade.

EssentiallybeingaclosedeconomysincethedaysofMaoZedong,the