Growth Strategies Case Study

Case Title:

Coca-Cola in China

Abstract:
The history of sugar in the Caribbean can be traced back to the 17th century when the Dutch introduced sugarcane to these islands in the 1640s. Since then, the sugar industry had been the backbone of the Caribbean economies. In 1965, the Caribbean region, with its ten sugar exporting countries, had a peak annual sugar production of 1.4 million tons. However, in just thirty years, by 1995, the Caribbean sugar production had dropped to 0.8 million tons per annum and the region was left with only six sugar exporting countries.

Pedagogical Objectives:

• To highlight the strategies adopted by the company to become the leading soft drinks manufacturer in China
• To discuss whether Coca-Cola would be successful in holding on to its leadership position in the Chinese soft drinks industry.

Keywords :  Coca-Cola; Soft drinks industry in China; Carbonated and non-carbonated drinks; ‘Open door’ policy; Growth Strategies Case Study; Technological development; Bottling and distribution activities; Joint ventures; Retail distribution network; Growth strategy; Marketing and promotion activities; Domestic competition

Contents : 
Soft Drinks Industry in China
Coca-Cola in China