Research On The Bottled Water Marketing Strategy Of Guangxi Coca-cola Corporation

Since the middle of 1990s,the bottled water industry had been developed rapidly with the growth in the living standard,and lots of domestic and oversea company put their foot into this filed,which leads to a sharp competition.Majority companies are short of consciousness of innovation and deficient in marketing resource,meanwhile,they have no ability to use marketing theory to guide the practice by the numbers in marketing knowledge.The thesis will summarize the representative marketing strategies of bottled water.We hope to be able to make a contribution to the development of the bottled water industry,also can provide constructive reference to the sales of Guangxi bottled water business of Guangxi Coca-Cola Corporation.Of course,it will be better if the thesis can be used for reference to other companies.Guangxi Coca-Cola Corporation had been build in 1993,and some products,such as sparkling category and fruit juice reach the top in deferent market segment,but the sales of bottled water have been unable to break through the existing predicament.Therefore,the priority of Guangxi Coca-Cola Corporation for the bottled water is to optimize the innovation in marketing strategies.In the thesis,the author will combined speculative knowledge,such as marketing,strategic management,internal and external environment analysis,HR etc,to find out the shortage and external opportunities in marketing,and propose improvement of strategies and implement the guarantee.In order to reach the goal,its necessary to Analyze the status of bottled water industry in Guangxi market,state the main enterprise marketing strategy and analyze the marketing of the Guangxi Coca-Cola Corporation face at present.The thesis can provide a reference for the domestic bottled water enterprises by a case study.