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论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2010-12-22编辑:anne点击率:4268
论文字数:9830论文编号:org201012221359303824语种:英语 English地区:中国价格:$ 132
关键词:Business ManagementInternational BusinessTarget marketmarket positioningMarketing strategy
1. Research Background
Sprite was produced in 1961 in the United States. It is the lemon flavor carbonated soft drink. The English “Sprite” is a lively little boy’s name in Coca-Cola poster. The boy smiles and wears a coke bottle type hat in the advertisement and promotes Coca Cola (Qi, 2008). Later, the Coca-Cola Company used the Sprite mark in the name of the new brand lemon flavor of soft drinks.
Sprite entered Chinese market in 1980s, and soon became famous brand (Tan, 2009). Nowadays, China has become the second large market of global sales of Sprite,Marketing论文代写 following the United States. Sprite also has grown to China's second-largest carbonated beverage brand, ranking only second to the Coca Cola. In China, the Sprite occupies more than 70% of lemon flavor carbonated beverage market share (Tan, 2009).
2. Aim, objectives and project identification
2.1 Aim
2.2 Objectives
3. Research strategy and information sources
3.1 Quantitative V’s Qualitative approaches
3.2 Intended approaches in this study
3.2.1 Qualitative approach
3.2.2 Description of instruments going to be used
3.3 Pilot study
3.4 Sample size
3.5 Measurement types (descriptive and parametric test)
3.6 Limitations
4. Understanding of the principles or theory underpinning the chosen Issue or problem
4.1 “4P”Marketing theory
4.2 Customer behavior research
4.3 SWOT analysis
5. Analysis and evaluation of the chosen issue or problem
5.1 Marketing situation of Coca Cola in China
5.1.1 Product analysis
5.1.2 Price analysis
5.1.3 Promotions
5.1.4 Places
5.2 External environment of Coca Cola
5.2.1 Macro environment analysis
5.2.2 Consumer age
5.3 The source of information and buy channels
5.4 Attentive factors of consumers
5.5 Customer media consumption habits
5.6 Target market and market positioning
5.6.1. Identifying the target market
5.6.2. The market positioning
6. Conclusions and, if appropriate, recommendations
4P Marketing strategy
6.1 Product strategy
6.2 The price strategy
6.3 Channel strategy
6.4 Promotion strategy
References
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Sun Dawei, Liu Hongyan, 2003, Modern marketplace management ability, China Ren Min university
Tan Changchun, 2009, Coca Cola key elements of promotion in China, Global Brand website, (1)
Qi Yuanbo, 2008, Coca Cola corporate c本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。