Cola Wars in China: The Future is Here
(14 pages of text)
The Wahaha Hangzhou Group Co. Ltd. is one of China's largest soft-drink producers. One of the company's products, Future Cola, was launched a few years ago to compete with Coca Cola and PepsiCo and has made significant progress in the soft-drink markets that were developed by these cola giants. The issue now is to maintain the momentum of growth in the face of major competition from the giant multinationals, and to achieve its goal of dominant market share.
This case is best suited for a course on brand management, a core marketing course or an international marketing course. It can also be used as part of a course on multinational strategy. The case is useful for a discussion of the following concepts: the development of a positioning in the market for a challenger entering into a market with entrenched and powerful players; the challenges of a local emerging market company competing with multinational giants; and marketing in China.
China, Large, 2002
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