英文版可口可乐中国营销策略文档格式.doc

1、Profession: International Economy & Trade 1. Introduction of The Coca-Cola CompanyOn May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola syrup to Jacobs Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass. The Coca-Cola Com

2、pany is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. Along with Coca-Cola, which is recognized as the

3、 worlds most valuable brand, we market four of the worlds top five nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite. In this report, the terms “Company,” “we,” “us” or “our” mean The Coca-Cola Company and all entities included in our consolidated financial statements. Our busines

4、s is nonalcoholic beveragesprincipally sparkling beverages, but also a variety of still beverages. We manufactureThe Coca-Cola Company operates in more than 200 countries and market a portfolio of more than 3000 beverage products including sparking drinks and still beverage such as waters, juices an

5、d juice drinks, teas, coffees, sports drinks and energy drinks.The Company manufactures the concentrates, beverage bases and syrups that make our brands unique and sells them to bottling operations. It own or license the brands and, to connect our brands to the consumers , we focus on marketing acti

6、vities, online programs, retail store displays, sponsorships, contests and package design.The Coca-Cola Companys products include Coca-Cola, Coca-Cola Classic, caffeine free Coca-Cola, caffeine free Coca-Cola Classic, Cherry Coke, Diet Coke （sold under the trademark Coca-Cola Light in many countries

7、 other than the United States）, caffeine free Diet Coke, Diet Coke Sweetened with Splenda, Diet Coke with Lime, Diet Cherry Coke, Diet Coke Plus, Coca-Cola Zero （sold under the trademark Coke Zero in some countries）, Fanta brand sparkling beverages, Sprite, Diet Sprite/Sprite Zero （sold under the tr

8、ademark Sprite Light in many countries other than the United States）, Pibb Xtra, Mello Yello, Tab, Fresca brand sparkling beverages, Barqs, Powerade, Aquarius, Sokenbicha, Ciel, Bonaqa/Bonaqua, Dasani, Dasani brand flavored waters, Georgia brand ready-to-drink coffees （sold in Japan）, Lift, Thums Up

9、, Kinley, Eight OClock, Qoo, Vault, Full Throttle and other products developed for specific countries.2. Mission, Vision & Values of the Coca-Cola Company2.1. Mission of the Coca-Cola CompanyThe companys Roadmap starts with our mission, which is enduring. It declares our purpose as a company and ser

10、ves as the standard against which we weigh our actions and decisions. To refresh the world.To inspire moments of optimism and happiness.To create value and make a difference.2.2. Vision of the Coca-Cola CompanyThe companys vision serves as the framework for our Roadmap and guides every aspect of our

11、 business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peopl

12、es desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being

13、 mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.2.3 Live the Coca-Cola Companys Values The company values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better futureColla

14、boration: Leverage collective geniusIntegrity: Be realAccountability: If it is to be, its up to mePassion: Committed in heart and mind Diversity: As inclusive as our brandsQuality: What we do, we do well3. The Coca-Cola Company in China 3.1. Brief discussion of the market in ChinaChina, the fourth l

15、argest country in area after Russia, Canada and USA has experienced manifold changes in its economic system which has seen it become the second largest economy in the world after USA if measured on the Purchasing Power Parity （PPP） scale. But still considered as an emerging economy as per capita incomes fall in the lower-middle level, China is making its presence felt in the global stage by taking big strides in opening up its economy to international trade. Essentially being a closed economy since the days of Mao Zedong, the