mba essay范文:可口可乐在中国的营销
论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2016-07-25编辑:cinq点击率:6104
论文字数:3000论文编号:org201607251718592668语种:英语 English地区:美国价格:免费论文
关键词:MBA essay可口可乐市场营销
摘要:本文是留学生MBA essay范文,主要内容是介绍了可口可乐的发展过程,以及在进入中国市场的一系列营销方式。
可口可乐在中国的营销
The Coco Cola In China
可口可乐公司是一家总部设在亚特兰大的饮料公司,成立于1892年。它在亚特兰大的一个药房出售五美分,并已发展到一个数十亿美元的公司,在200个不同的国家销售超过400个品牌,每天销售160万份他们的产品。可口可乐是他们成功的顶峰。可口可乐是世界上销量最大的软饮料。在任何一个可口可乐销售一个产品的国家,可口可乐是肯定的。一个向上和未来的国家,如果不是已经被认为是其中的一个,是中国。中国是世界上第三大国家,仅次于美国和日本,在过去的30年中仅次于美国的世界第二大GDP,在过去的三年中国已经从一个更受保护的,封闭的经济,变成一个欢迎外国投资,使中国成为增长最快的国家。这相当于国外公司销售他们的产品,赚大钱的机会更大。可口可乐在中国销售的产品,它的业绩也越来越强。可口可乐在太平洋地区向中国销售41%的产品,而在过去的8年里,可口可乐的销量每年都增长了两位数。最近,越来越多的人预测,中国将成为世界上最强大的经济体和国家,这意味着越来越多的公司将要投资于它。这将导致比已经有更强大的竞争。可口可乐将不得不了解他们是什么,他们将出售给谁,他们将向谁出售。首先,我们将分析中国的文化,然后看看可口可乐公司的业务领域。
The Coca-Cola Company is an Atlanta-based beverage company that was started in 1892. Coca-Cola started out with the beverage Coke (short name for Coca-Cola) which was sold in a pharmacy in Atlanta for five cents, and has grown to a multi-billion dollar company which sells over 400 brands in 200 different countries, selling 1.6 million servings of their products every day. Coke is the pinnacle of their success. Coke is the biggest selling soft drink in the world. In any country that Coca-Cola sells a product, Coke is for sure included in that line-up. One of the up-and-coming countries, if not already considered one of the top, is China. China is the third largest country in the world behind United States of America and Japan and has the second largest GDP in the world behind the U.S. For the past 30 years, China has moved from a more protected, closed economy to one that welcomed foreign investments, causing China to become the fastest growing country the past three decades. This equaled big opportunities for foreign companies to sell their products and make big profits. Coke is one of the products that Coca-Cola sells in China, and it has seen increasingly strong results. Coca-Cola sells 41% of their products to China in the Pacific region, and for the past 8 years, Coke's unit case volume has grown double digits every year. Recently, more and more people are predicting that China will become the strongest economy and country in the world, which means more and more companies will want to invest in it. This will cause for stronger competition than there already is. Coca-Cola will have to understand what they are up against, and who exactly they will be selling to. First we will analyze China's culture, and then look at the business areas of Coca-Cola's company.
China's culture:中国文化
One way to analyze China's culture is to look at their Hofstede score. Hofstede is the name of a system that rates countries on a scale across five different work related values: power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, and long vs. short term orientation. Knowing these scored before operating in a country is very important. The power distance index describes the distance between those who are less powerful in the company, like middle and lower-management, and those who are very powerful, like the bosses and officers. The higher scores mean that it is very disrespectful to go to your boss and offer up your opinion about something, and you are suppose to just take what your boss gives you. A low power distance index means that everyone is close to a similar level, and you are allowed to and actually encouraged to offer up your opinion to your bosses. China has a high power distance index, with a rating of 80, being that the world average is 55.
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