可口可乐市场营销 --eassy代写范文

本文是留学生MBA essay范文，可口可乐 一个软饮料的传奇 通过这篇短文 可以了解到可口可乐公司的一些发展历程和今后的一些发展趋势 ，可以知道 可口可乐公司在进入一个国家的时候 采用一些怎样的营销手段 这些都是我们学习的地方 成功不是必然，是踏在一块块失败的石头上 一步步走向成功的

The Coca-Cola Company is an Atlanta-based beverage company that was started in 1892. Coca-Cola started out with the beverage Coke (short name for Coca-Cola) which was sold in a pharmacy in Atlanta for five cents, and has grown to a multi-billion dollar company which sells over 400 brands in 200 different countries, selling 1.6 million servings of their products every day. Coke is the pinnacle of their success. Coke is the biggest selling soft drink in the world. In any country that Coca-Cola sells a product, Coke is for sure included in that line-up. One of the up-and-coming countries, if not already considered one of the top, is China. China is the third largest country in the world behind United States of America and Japan and has the second largest GDP in the world behind the U.S. For the past 30 years, China has moved from a more protected, closed economy to one that welcomed foreign investments, causing China to become the fastest growing country the past three decades. This equaled big opportunities for foreign companies to sell their products and make big profits. Coke is one of the products that Coca-Cola sells in China, and it has seen increasingly strong results. Coca-Cola sells 41% of their products to China in the Pacific region, and for the past 8 years, Coke's unit case volume has grown double digits every year. Recently, more and more people are predicting that China will become the strongest economy and country in the world, which means more and more companies will want to invest in it. This will cause for stronger competition than there already is. Coca-Cola will have to understand what they are up against, and who exactly they will be selling to. First we will analyze China's culture, and then look at the business areas of Coca-Cola's company.

China's culture:中国文化

One way to analyze China's culture is to look at their Hofstede score. Hofstede is the name of a system that rates countries on a scale across five different work related values: power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, and long vs. short term orientation. Knowing these scored before operating in a country is very important. The power distance index describes the distance between those who are less powerful in the company, like middle and lower-management, and those who are very powerful, like the bosses and officers. The higher scores mean that it is very disrespectful to go to your boss and offer up your opinion about something, and you are suppose to just take what your boss gives you. A low power distance index means that everyone is close to a similar level, and you are allowed to and actually encouraged to offer up your opinion to your bosses. China has a high power distance index, with a rating of 80, being that the world average is 55.

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