Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
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
* Author to whom correspondence should be addressed.
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
1. Su, N. Research on market marketing strategy under the global strategy of multinational corporations: Take the Coca-Cola Company as an example. Modernization of Shopping Malls, (5), 51-52 (2018).
2. Zhao, JY.: An analysis of Coca-Cola's packaging marketing strategy based on 4P_4C theory. Modern Business (2), 25-26. (2018).
3. Gao, YT. : The visual hammer and the verbal nail needed for brand shaping. Chinese Journal of Optometric and Ophthalmologic Optics, (8), 106-107. (2013).
4. 4Ps, Marketingtheory/5732385?fromtitle=4PS&fromid=4116535&fr=aladdin, last accessed 2023/5/19
5. Wei, L.:Coca-Cola: The Pioneer of Marketing in the Era of Marketing 3.0 — A Study of Creative Marketing of Coca-Cola Based on Marketing 3.0. News Research Guide, 9(10), 62-64. (2018).
6. Zhang, W.: Seeing Coca-Cola's interactive marketing. China Food, (11), 82-83 (2015).
7. Zhao, XM. : A Brief analysis of Coca-Cola's marketing experience and enlightenment. Humanities Friend (17), 24 (2019).
8. 360docs, https://www.360docs.net/doc/e25270718.html, last accessed 2023/5/18
9. Li, JS.:From Coca-Cola's "Share a Coke" campaign: An analysis of product marketing strategy. Western Radio and Television (17), 70-71 (2014).
10. Qin, XP. : The first integration of Coca-Cola AR technology and e-commerce promotion. China Advertising (11),83-83 (2016).
11. Wu, JY.: The miracle of red: Coca-Cola’s promotion and public relations methods. Executive (07), 48-48 (2002).
12. Gong, X.: Coca-Cola: Happiness in America. High School Students: Youth Inspiration (7), 44-44 (2011).
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- 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
- 10 November 2023
- 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