Coca-Cola's Re-Entry and Growth Strategies in China

Coca-Cola's Re-Entry and Growth Strategies in China
Case Code: BSTR140
Case Length: 12 Pages
Period: 1978-2004
Pub Date: 2004
Teaching Note: Available
Price: Rs.400
Organization: Coca-Cola
Industry: Beverages
Countries: China
Themes: -
Coca-Cola's Re-Entry and Growth Strategies in China
Abstract Case Intro 1 Case Intro 2 Excerpts

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.

Issues

The case is structured to achieve the following teaching objectives:

  • Understand the re-entry strategy of a multinational beverage company
  • Understand how a multinational company can work with the government in a situation where policies are restrictive of FDI
  • Understand the long-term localization strategy of a multinational company
  • Understand how a multinational company adapts its distribution, marketing and promotion to the new market that it enters

Contents

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

Buy this case study (Please select any one of the payment options)

Price: Rs.400
 Price: Rs.400 PayPal (9 USD)

Custom Search