Cocacola Development Measure For Channel In Rural Market Of Yuncheng

China is a huge market of the beverage industry, where there are currently brands like Coca Cola, PCI, Future Coke, Tongyi, KSF, Huiyuan, etc. and there is intense competition among these brands. On each channel of key cities, each brand pays a high price to fight for even winning one customer, one gondola and one shop sign over. The differences in each brand' s positioning, pricing, packaging and promotion policies gradually diminish. Hence, Coca Cola has to control channels, end-customers and distributors in order to improve its market shares, volumes and its own network. It' s now an era with so intense competition in key cities and how to develop areas at county and town levels, input substantial resources and control channels and end-customers in local markets is becoming more and more important.The complicated and diversified consumption traits in county markets and town markets are so different from those in key cities that it' s apparently not acclimatizing and is of resource-waste to copy highly-radiating and highly-creative marketing strategies into county and town markets. Coca Cola hasn' t known much about the beverage market in Yuncheng, Shanxi before. What could be known is just data on culture and geography from the government, no detailed industry data. The data on county and town markets from authority abroad are blank as well. So through setting the elements to be surveyed which can reflect local markets—basic culture, geography, market structure, price structure, availability, volumes, market resources, logistics, customers' demand and competitors, compile questionnaires and organize people to do the general survey of markets.Given such factors as costs, efficiency, etc., adopt appropriate measures based on the data from survey and the thought that we control end-channels in local county and town markets in order to accustom to local conditions. The survey, analysis and development of county and town markets in Yuncheng, Shanxi, provide a good model for Coca Cola to build and control channels, end-customers and distributors in the market and achieve its own strategic objectives before other competitors do. Meanwhile, based on actual detailed data from survey, set up appropriate strategies and measures and play a guiding role in Coca Cola developing markets at county and town level in Shanxi and carrying out strategies.