The Study On Marketing Strategy Of Gansu Cofco Coca-Cola Beverages Co.,LTD

Entering the21st Century, with China’s adhesion to the WTO, and its increasing internationalization level, fast economical development and accelerated urbanization, the market share for beverage is enlarging. While engaging in fierce competition, the world famous beverage brands such as Coca-Cola and Pepsi have extended their strategic steps into the northwestern part of China, to create a strong position to develop, diffuse and promote the beverage’s market. Meanwhile, new varietals of other beverage brands such as "Kangshifu","Wahaha" and "Tongyi" made their appearance in the consumers’ view, enforcing the already hot beverage market.This thesis has chosen the marketing strategy of Gansu Cofco Coca-Cola Beverage Co., Ltd. as the research subject. Because its creation is realized against this competitive environment, and with the hope to combine what the author has learned in theory and methods through her MBA education with her reflections in the practical work, this thesis aims to provide references for Gansu Cofco Coca-Cola Beverage Co., Ltd. to confront the market competitions. Meanwhile, these reflections on the marketing strategies and the analyses on their effects will help us to comprehend, correctly, the development path for fast consummation products, thus significant for domestic companies’ development.The thesis, to discuss in a comprehensive manner the marketing strategy of Gansu Cofco Coca-Cola Beverage Co., Ltd., is divided into5parts. The first, chapter is the introduction, for the presentation of research background, significance and main contents. The second chapter is the literature review, to summarize the relative marketing strategy theories as well as some case analyses. The third chapter is for the external marketing environment analysis with PEST frame work; the Porter’s Five Forces analysis deals with its industrial environment; and the internal environment analysis includes finance, human resource, equipment and technology. From the strength and weakness, the opportunity and threat for the firm will emerge. The fourth chapter is the optimization strategy for the firm by the implementation and perfection of marketing strategies for a sustainable development. The first two parts are the foundation, the third is the key part and the fourth is the sublimation part, for the marketing strategy’s design and implementation.