Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 38 , 10 November 2023


Open Access | Article

Marketing Strategy Analysis of Coca-Cola in China and the United States

Yijie Chen * 1
1 Macau University of Science and Technology

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 38, 44-50
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yijie Chen. Marketing Strategy Analysis of Coca-Cola in China and the United States. AEMPS (2023) Vol. 38: 44-50. DOI: 10.54254/2754-1169/38/20231883.

Abstract

For multinational corporations, marketing is a complex and challenging process. Companies must develop localized marketing methods that consider cultural differences, language barriers, and varying consumer behaviors when conducting business in different countries. As one of the world's largest soft drink manufacturers, Coca-Cola has a significant global market share and a broad consumer base. The company's success around the world is largely due to its different marketing strategies implemented in various countries. This study aims to use the 4Ps model to explore Coca-Cola's marketing strategies in China and the United States and analyze the differences between their strategies. By understanding their approach to market changes and challenges, this study can provide more scientifically effective marketing strategies for Coca-Cola's future development in the Chinese and American markets. This article briefly outlines the soft drink markets in China and the United States, as well as the differing marketing approaches due to cultural differences. Through the use of the 4Ps framework to analyze and evaluate Coca-Cola's marketing strategies, people can understand how Coca-Cola responds to change and challenges. Based on this analysis, the article emphasizes the importance of cross-cultural marketing in the context of globalization. Other multinational corporations can learn from successful brands like Coca-Cola by adjusting their marketing strategies to meet local demand while maintaining brand consistency.

Keywords

Coca-Cola, 4Ps, marketing strategy

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-097-4
ISBN (Online)
978-1-83558-098-1
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/38/20231883
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated