Abstract

Coca-cola has a presence in over 200 countries worldwide and is acknowledged as the most recognized brand in the world. This case explains Coca Cola's entry and growth strategies in China and the reasons for its success in this market. The case discusses its strategy for re-entry into the Chinese market and its long-term localization strategy. The case also looks at how Coke cooperated with the Chinese government in order to soften the impact of the restrictive policies regarding Foreign Direct Investment in China, and how it designed its marketing and promotion strategies to suit the Chinese market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Entry strategies in international markets
• Localization strategy
• Distribution and promotion strategies in international markets.

Keywords

Coca-Cola, China, Entry strategies, Growth strategies, E. Neville Isdell, Chinese beverages market, Coca-Cola system, Advertising strategies, 'open door policy', Localization strategies, Special Economic Zones, Swire Pacific, Kerry Beverages Group, distribution network and Coke bottlers