Coca-Cola in China: Will Their Brands Survive in This Challenging Market?

Patricia Schnitger ()
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Patricia Schnitger: Tias School for Business and Society

A chapter in Market Entry in China, 2016, pp 183-195 from Springer

Abstract: Abstract China’s soft drink market has been changing rapidly. The world’s leading beverage company in carbonated soft drinks (CSD), Coca-Cola, will have to adjust their market strategies for the Chinese market, as this growth potential market will need a different approach compared to the Western countries. This case study will give a view of the Chinese soft drink market and the challenges Coca-Cola needs to face and overcome in order to continue to stay ahead in the Asian market. As Chinese consumers shift towards a healthier life style including non carbonated soft drinks such as ready-to-drink teas, juices and milky flavored beverages, the question is how the Coca-Cola Company’s number one brand can succeed and remain successful in the largest country of the world with a population of 1.3 billion?

Keywords: Soft drink industry; China; Consumer preferences; Product adaptation; Market research (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-29139-0_15

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