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

In: Market Entry in China

Author

Listed:
  • Patricia Schnitger

    (Tias School for Business and Society)

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?

Suggested Citation

  • Patricia Schnitger, 2016. "Coca-Cola in China: Will Their Brands Survive in This Challenging Market?," Management for Professionals, in: Christiane Prange (ed.), Market Entry in China, pages 183-195, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-29139-0_15
    DOI: 10.1007/978-3-319-29139-0_15
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