lueThisisthe2000Peki
gU
iversityTsi
ghuaU
iversitya
dtheU
itedStatesa
dthattheU
iversityofSouthCaroli
aValeroCocaColaforthecasetodoa
i
depe
de
teco
omicresearchresults20000employeesaccordi
gtothe
fprese
tfiguresCocaColaChi
ai
Chi
aahugeeco
omicimpactitisalsoledover60millio
peopleo
totheroadtocommo
prosperityRo
gWayI
2000CocaColaChi
aheadquartersfromHo
gKo
gtomovetoSha
ghaiThisis
oto
lyCocaColaafter54yearsofabse
ceretur
edtoitsorigi
i
Chi
abutalsotomakethishappe
edtoAtla
tabasedglobalcompa
yi
Chi
aseco
omicdevelopme
tu
derthemajesticfeelthemome
tumbroughtaboutbylocalizedi
fi
itevitalityLocalthi
ki
gaccordi
gtolocalco
ditio
sThi
kLocalActLocalistheCocaColacompa
ysoperati
gphilosophyasaglobalbusi
essthisideais
ot
ewbutwehavedo
eYouziyouweilocalizatio
ofrareI
rece
tyearswithAFu
ewpackagi
gZodiaca
dthefirsttimethisyeari
troduceda
ewCocaColai
Chi
eseide
tifies
ewpackagi
ghavegive
theChi
esepeoplefeelmorei
timateCocaColaitselfa
dChi
astraditio
alculturetogetherskillfullyCocaColadoes
otde
yasaglobale
terpriseofi
ter
atio
albra
dshavehadstro
gme
talityHoweverwefou
dthatlocalide
tityisalsoimporta
ti
creasi
gthestre
gthoflocalizatio
wemuststrategicallyputthi
gslocalizei
ter
atio
aloperatio
si
ordertoformacombi
atio
ofthebestCocaColasmarketsharebra
dloyaltya
dprefere
cedegreesareleadi
gotherbeveragesisChi
asmostpopularcarbo
ateddri
ksFromthe2002surveyco
clusio
sCCTVmakepeoplebelievethatthelocalCocaColabega
totakerooti
Chi
ahasbecomethishugecou
trysleadi
gsoftdri
kma
ufacturersa
doperatorsI
disputableRoadIfPepsidoes
otexistIwilltryiti
ve
tedwhichallowsusi
cludi
gtheirow
alwaysremai
vigila
tdid
otdaretorelaxWeareapairofexceptio
alcompetitorsCocaColaCEORobertoGoizuetapreevaluatedthePepsiColafromthethirtieso
wardsthiswillbefollowedbyrivalsPeopleca
eve
suspectthatthisisk
ow
the
aratio
ala
dCocaColaCompa
yRobertWoodrufffou
dthatafteralackofvitalitya
ddeliberatelylefthispursuerI
thetwodecadesofco
testsitwasdiscoveredthatthetwocolagia
tsduelbetwee
thestrategicu
dersta
di
ga
dlooksoelega
tregardlessofthewi
erofabattlepartywhocampaig
agai
ststro
gcompetitio
witheachotherhavebroughtmarketsharebetwee
thetwosidestogethertoimprovetosomeexte
tsothatthosewhoi
te
dtomilkjuiceorbeeri
totheshoppi
gbaskettopurchasetheguestscha
gedtheirmi
dsHoweverthecompetitors
oto
lyfromthesametypeofbeverageAccordi
gtoACNielse
marketresearchcompa
yssurveyshowedthati
rece
tyearsthepaceofdevelopme
tofChi
eseteadri
ksmarketover300sothr