Strategic business planning for the ready-to-drink beverage market in the People's Republic of China.

Description

by So Mei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaf 59). / Abstract --- p.i / Chapter I. --- INTRODUCTION --- p.1 / The Company Background --- p.1 / Market Outlook --- p.3 / Step Into the Largest Consumer Market --- p.4 / Behind the Story - Protectionism Policies of Central Government --- p.5 / Scope and Objective --- p.7 / Chapter II. --- METHOD --- p.7 / Chapter III. --- LITERATURE REVIEW --- p.8 / Chapter IV. --- SITUATION ANALYSIS --- p.18 / Business Potential --- p.19 / Government Intervention --- p.20 / Chapter V. --- STRATEGIC FRAMEWORK FOR DEVELOPING A CHINA BRAND : RECOMMENDATIONS --- p.21 / Business Objective --- p.22 / Business Strategy --- p.23 / Brand Portfolio Vision of Coke --- p.23 / Chapter VI --- .CHINA BRAND DEVELOPMENT PHILOSOPHY --- p.24 / Process Overview --- p.28 / Research --- p.28 / Brand Proposition --- p.33 / Brand Architecture --- p.34 / Brand Positioning --- p.35 / Brand Characteristic --- p.39 / Brand Components --- p.40 / Brand name --- p.40 / Product --- p.41 / Packaging & Pricing --- p.42 / Launch Strategy --- p.43 / Building the brand --- p.43 / Product strategy --- p.45 / Packaging & pricing strategy --- p.45 / Distribution strategy --- p.46 / Sampling --- p.50 / Consumer promotion --- p.51 / Trade promotion --- p.52 / Future Plan --- p.53 / Chapter VII. --- CONCLUSION --- p.53 / Chapter VIII. --- APPENDIXES --- p.55 / Chapter IX. --- BIBLIOGRAPHY --- p.59

Links & Downloads

1. cuhk:321761
2. http://library.cuhk.edu.hk/record=b5889008
3. http://repository.lib.cuhk.edu.hk/en/item/cuhk-321761

Tags

Beverage industry

Beverage industry--China

Beverages--Marketing

Beverages--China--Marketing

Strategic planning

Strategic planning--China

Additional Fields

Identifer	oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_321761
Date	January 1997
Contributors	So, Mei., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Publisher	Chinese University of Hong Kong
Source Sets	The Chinese University of Hong Kong
Language	English
Detected Language	English
Type	Text, bibliography
Format	print, iii, 59 leaves : ill. ; 30 cm.
Coverage	China, China, China
Rights	Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)