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Internati
onalMarketingManagement
Teammates:Chen ShaboHan JingFeng Huimin
Jiao YucongTang ShenlanYang ChaoSoweb Salehin
Country NOTEBOOK
Professor JensGraff
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Marketing Plan
--Exporting Bubble Buzz in China
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Executive Summary
The following marketing plan forms the basis for the introduction of an
innovative new product by the Coca-Cola Company to the Chinese market.
With the fastest growth of GDP in the global economic recession
background, China is now attracting more and more foreign investment.
The rising purchase power of middle-class Chinese is slowly emerging as
the most desirable target market in the international arena. Our analysis
will allow us to outline the best strategies for the achievement of the
companys strategic goals in the biggest country in the Far East. Bubble
Buzz will be marketed as a unique functional drink while striving to
reinforce the companys status as the leader in innovation and successful
product launches. The marketing strategies will enable to reach a market
size of an estimated 8,688,300 people (targeted) with a forecasted sales
growth prospect of 7.3% over the next 4 years ($243,029.47 profits), while
satisfying the needs of the still-unserved Chinese market for ready-to-
drink bubble tea. Success will be reflected by a sizeable capture of market
shares within this market, while strategically carrying the company up to
the top spot as the market leader in the functional drinks segment of soft
drinks.
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Cultural Analysis
I. Introduction
For centuries China stood as a leading civilization, outpacing the rest ofthe world in the arts and sciences, but in the 19th and early 20thcenturies, the country was beset by civil unrest, major famines, militarydefeats, and foreign occupation. After World War II, the Communistsunder MAO Zedong established an autocratic socialist system that,while ensuring China's sovereignty, imposed strict controls overeveryday life and cost the lives of tens of millions of people. After 1978,MAO's successor DENG Xiaoping and other leaders focused on market-oriented economic development and by 2000 output had quadrupled.For much of the population, living standards have improveddramatically and the room for personal choice has expanded, yetpolitical controls remain tight.
II. Geographical Setting
I. Social Institutions
A. Family
Family is the most important institution in China. Family consists of
nuclear family unit in urban areas and extensive forms in rural places
B. Education
A. Location:
Eastern Asia, bordering the East China Sea, Korea Bay, Yellow Sea,and South China Sea, between North Korea and Vietnam
B. Climate:
extremely diverse; tropical in south to subarctic in northC. Topography
world's fourth largest country (after Russia, Canada, and US); Mount
Everest on the border with Nepal is the world's tallest peak
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Literacy rate:Total population: 90.9%Male: 95.1%Female: 86.5% (2000 census)
C. Political System
Chinese Communist Party or CCP [HU Jintao]; eight registered small
parties controlled by CCP
Chief of state: President HU Jintao (since 15 March 2003); Vice
President XI Jinping (since 15 March 2008)
Head of government: Premier WEN Jiabao (since 16 March 2003);
Executive Vice Premier LI Keqiang (17 March 2008), Vice Premier HUI
Liangyu (since 17 March 2003), Vice Premier ZHANG Deijiang (since 17
March 2008), and Vice Premier WANG Qishan (since 17 March 2008)
Cabinet : State Council appointed by National People's Congress
E lections: president and vice president elected by National People's
Congress for a five-year term (eligible for a second term); elections last
held 15-17 March 2008 (next to be held in mid-March 2013); premier
nominated by president, confirmed by National People's Congress
Election results: HU Jintao elected president by National People's
Congress with a total of 2,963 votes; XI Jinping elected vice president
with a total of 2,919 votes
D. Legal System
Based on civil law system; derived from Soviet and continental civil
code legal principles; legislature retains power to interpret statutes;constitution ambiguous on judicial review of legislation; has notaccepted compulsory ICJ jurisdiction
I. Religion and Aesthetics
A. Religion and other belief systems
Daoist (Taoist), Buddhist, Christian 3%-4%, Muslim 1%-2%
B. Aesthetics
Traditional Chinese art including painting, dancing, music, calligraphyand paper cutting art
Education expenditures:
1.9% of GDP (1999)
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I. Living Conditions
A. Diet and Nutrition
Regional cultural differences vary greatly within China, giving rise tothe different styles of food across the nation. Traditionally there areeight main regional cuisines, or Eight Great Traditions Anhui,Cantonese, Fujian, Hunan, Jiangsu, Shandong, Sichuan and Zhejiang.Sometimes four of the Eight Great Traditions are given greateremphasis, and are considered to be the dominating culinary heritageof China. They are notably defined along geographical lines: Sichuan(Western China), Cantonese (Southern China), Shandong (NorthernChina), as well as Huaiyang Cuisine (Eastern China), a major stylederived from Jiangsu cuisine and even viewed as the representation ofthat region's cooking.
In modern times, Beijing cuisine and Shanghai cuisine on occasion arealso cited along with the classical eight regional styles as the Ten Great Traditions. There are also featured Chinese Buddhist cuisine andMuslim sub-cuisines within the greater Chinese cuisine, with anemphasis on vegetarian and halal-based diets respectively.
B. Clothing
Traditional Chinese clothing is broadly referred to as hanfu with manyvariations such as traditional Chinese academic dress. Depending onone's status in society, each social class had a different sense offashion. Most Chinese men wore Chinese black cotton shoes, butwealthy higher class people would where tough black leather shoes forformal occasions. Very rich and wealthy men would wear very bright,beautiful silk shoes sometimes having leather on the inside. Womenwould wear bright, silk coated Lotus Shoes under their foot bound feet.Men shoes were mostly less elaborate then women's.
C. Recreation, sports, and other leisure activities
Martial arts and Taichi are the most popular activities in China. You can
always enjoy the centuries-old culture of ancient cities as Xian, Beijingor the vitality of metropolis such as Shanghai and Guangzhou. Pingpong ball is the national sports of Chinese, inside street parks, oncampus, or even in peoples private houses, you will see table tennisfacilities everywhere.
I. Language
A. Official Language
Standard Chinese or Mandarin (Putonghua, based on the Beijing
dialect)
http://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Cuisineshttp://en.wikipedia.org/wiki/Anhui_cuisinehttp://en.wikipedia.org/wiki/Cantonese_cuisinehttp://en.wikipedia.org/wiki/Fujian_cuisinehttp://en.wikipedia.org/wiki/Hunan_cuisinehttp://en.wikipedia.org/wiki/Jiangsu_cuisinehttp://en.wikipedia.org/wiki/Shandong_cuisinehttp://en.wikipedia.org/wiki/Sichuan_cuisinehttp://en.wikipedia.org/wiki/Zhejiang_cuisinehttp://en.wikipedia.org/wiki/Western_Chinahttp://en.wikipedia.org/wiki/Southern_Chinahttp://en.wikipedia.org/wiki/Northern_Chinahttp://en.wikipedia.org/wiki/Northern_Chinahttp://en.wikipedia.org/wiki/Huaiyang_cuisinehttp://en.wikipedia.org/wiki/Eastern_Chinahttp://en.wikipedia.org/wiki/Beijing_cuisinehttp://en.wikipedia.org/wiki/Shanghai_cuisinehttp://en.wikipedia.org/wiki/Chinese_Buddhist_cuisinehttp://en.wikipedia.org/wiki/Chinese_Islamic_cuisinehttp://en.wikipedia.org/wiki/Vegetarianhttp://en.wikipedia.org/wiki/Halalhttp://en.wikipedia.org/wiki/Hanfuhttp://en.wikipedia.org/wiki/Chinese_academic_dresshttp://en.wikipedia.org/w/index.php?title=Lotus_Shoes&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Foot_bound&action=edit&redlink=1http://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Cuisineshttp://en.wikipedia.org/wiki/Anhui_cuisinehttp://en.wikipedia.org/wiki/Cantonese_cuisinehttp://en.wikipedia.org/wiki/Fujian_cuisinehttp://en.wikipedia.org/wiki/Hunan_cuisinehttp://en.wikipedia.org/wiki/Jiangsu_cuisinehttp://en.wikipedia.org/wiki/Shandong_cuisinehttp://en.wikipedia.org/wiki/Sichuan_cuisinehttp://en.wikipedia.org/wiki/Zhejiang_cuisinehttp://en.wikipedia.org/wiki/Western_Chinahttp://en.wikipedia.org/wiki/Southern_Chinahttp://en.wikipedia.org/wiki/Northern_Chinahttp://en.wikipedia.org/wiki/Northern_Chinahttp://en.wikipedia.org/wiki/Huaiyang_cuisinehttp://en.wikipedia.org/wiki/Eastern_Chinahttp://en.wikipedia.org/wiki/Beijing_cuisinehttp://en.wikipedia.org/wiki/Shanghai_cuisinehttp://en.wikipedia.org/wiki/Chinese_Buddhist_cuisinehttp://en.wikipedia.org/wiki/Chinese_Islamic_cuisinehttp://en.wikipedia.org/wiki/Vegetarianhttp://en.wikipedia.org/wiki/Halalhttp://en.wikipedia.org/wiki/Hanfuhttp://en.wikipedia.org/wiki/Chinese_academic_dresshttp://en.wikipedia.org/w/index.php?title=Lotus_Shoes&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Foot_bound&action=edit&redlink=18/8/2019 23776125 Country Notebook Cocacola 1
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correspondingly low domestic demand; (b) sustaining adequate job
growth for tens of millions of migrants, new entrants to the work force,
and workers laid off from state-owned enterprises deemed not worth
saving; (c) reducing corruption and other economic crimes; and (d)
containing environmental damage and social strife related to the
economy's rapid transformation. Economic development has been
more rapid in coastal provinces than in the interior, and approximately
200 million rural laborers and their dependents have relocated to
urban areas to find work - in recent years many have returned to their
villages. One demographic consequence of the "one child" policy is
that China is now one of the most rapidly aging countries in the world.
Deterioration in the environment - notably air pollution, soil erosion,
and the steady fall of the water table, especially in the north - is
another long-term problem. China continues to lose arable land
because of erosion and economic development. In 2007 China
intensified government efforts to improve environmental conditions,
tying the evaluation of local officials to environmental targets,
publishing a national climate change policy, and establishing a high
level leading group on climate change, headed by Premier WEN Jiabao.
The Chinese government seeks to add energy production capacity
from sources other than coal and oil. In late 2008, as China
commemorated the 30th anniversary of its historic economic reforms,
the global economic downturn began to slow foreign demand forChinese exports for the first time in many years. The government
vowed to continue reforming the economy and emphasized the need
to increase domestic consumption in order to make China less
dependent on foreign exports for GDP growth in the future.
II. Population
A. Total Population
1,338,612,968 (July 2009 est.)
B. Population Growth Rate
0.655% (2009 est.)
I. Economic statistics and activity
A. GNP or GDP
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GDP (purchasing power parity):
$7.992 trillion (2008 est.)
Country comparison to the world: 3$7.332 trillion (2007 est.)
$6.489 trillion (2006 est.)
note: data are in 2008 US dollars
GDP (official exchange rate):
$4.327 trillion (2008 est.)
GDP - real growth rate:
9% (2008 est.)
Country comparison to the world: 17
13% (2007 est.)
11.6% (2006 est.)
GDP - per capita (PPP):
$6,000 (2008 est.)
Country comparison to the world: 133
$5,500 (2007 est.)
$4,900 (2006 est.)
note: data are in 2008 US dollars
GDP - composition by sector:
Agriculture: 11.3%
Industry: 48.6%
Services: 40.1% (2008 est.)
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B. Surface Transportation
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Airports:
482 (2009)
Country comparison to the world: 15
Pipelines:Gas 28,132 km; oil 20,204 km; refined products 9,746 km (2008)
Railways:
Total: 77,834 km
Country comparison to the world: 3
Standard gauge: 77,084 km 1.435-m gauge (24,433 km electrified)
Narrow gauge: 750 km 0.750-m gauge (2008)
Roadways:
Total: 1,930,544 km
Country comparison to the world: 3
Paved: 1,575,571 km (includes 41,005 km of expressways)
Unpaved: 354,973 km (2005)
Waterways:
110,000 km navigable (2008)
Country comparison to the world: 1
Merchant marine:
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C. Inflation r ate
5.9% (2008 est.)
Country comparison to the world: 99
4.8% (2007 est.)
D. Principal Industries
Mining and ore processing, iron, steel, aluminum, and other metals,
coal; machine building; armaments; textiles and apparel; petroleum;
cement; chemicals; fertilizers; consumer products, including footwear,
toys, and electronics; food processing; transportation equipment,
including automobiles, rail cars and locomotives, ships, and aircraft;
telecommunications equipment, commercial space launch vehicles,
satellites
E. Foreign Investment
40.5% of GDP (2008 est.)
Country comparison to the world: 4
F. International Trade Statistics
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Current account balance:
$426.1 billion (2008 est.)
country comparison to the world: 1$371.8 billion (2007 est.)
Exports:
$1.435 trillion (2008 est.)
Country comparison to the world: 3
$1.22 trillion (2007 est.)
Exports - commodities:
Electrical and other machinery, including data processing equipment,
apparel, textiles, iron and steel, optical and medical equipment
Exports - partners:
US 17.7%, Hong Kong 13.3%, Japan 8.1%, South Korea 5.2%, Germany
4.1% (2008)
Imports:
$1.074 trillion (2008 est.)
country comparison to the world: 4
$904.6 billion (2007 est.)
Imports - commodities:
Electrical and other machinery, oil and mineral fuels, optical andmedical equipment, metal ores, plastics, organic chemicals
Imports - partners:
Japan 13.3%, South Korea 9.9%, US 7.2%, Germany 4.9% (2008)
Reserves of foreign exchange and gold:
$1.955 trillion (31 December 2008 est.)country comparison to the world: 1$1.534 trillion (31 December 2007 est.)
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G. Exchange Rate
Renminbi yuan (RMB) per US dollar - 6.9385 (2008 est.), 7.61 (2007),7.97 (2006), 8.1943 (2005), 8.2768 (2004)
H. Labor Force
Agriculture: 43%Industry: 25%Services: 32% (2006 est.)
I. Unemployment Rate
4% (2008 est.)Country comparison to the world: 464% (2007 est.)note: official data for urban areas only; including migrants may boost
total unemployment to 9%; substantial unemployment andunderemployment in rural areas
Marketing Plan
Brief description of the company
The Coca-Cola Companys core
undertaking is to benefit and refresh
everyone it reaches. Founded in 1886, we are the worlds leading
manufacturer, marketer, and distributor of non-alcoholic beverage
concentrates and syrups, which are used to produce nearly 400 beverage
brands that make up for our wide portfolio. Our corporate headquarters
are established in Atlanta, and we are holding local operations in over 200
countries around the world. Our activities cover all sectors of the
beverage industry. We are the second leading player in functional and
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Asian specialty drinks, while ranking number one in value for the ready-to-
drink tea sector
New product & strategic role in the future position of the
company
Bubble Buzz will be a bottled beverage and will be positioned as the
only ready-to-drink Bubble Tea product available on the market. The
beverage will have a green tea base with enhanced fruit flavors (passion
fruit, strawberry and lime) as well as tapioca pearls. It will bring an
entirely unique drinking experience to its consumers. It will present
itself as a funky and unusual alternative to traditional tea while
providing the great taste of authentic fruit juice in an attractive and
convenient packaging. The strategic role of Bubble Buzz for The Coca-
Cola Company is centered on three objectives:
To stay at the forefront as the market leader in innovative product
introductions and successful product launches;
To strengthen and satisfy the needs of the more adventurous
Generation Y consumers with a new eye-catching and Functional
product;
To become the market leader in the functional drinks segment with
increased market shares.
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The objectives of the marketing plan are strategically centered around 3
criteria: to create a strong consumer awareness towards a completely new
bubble tea product from Coca-Cola in Chinese market, to establish a wide
brand recognition through the capture of market shares in the functional
drinks segment, and to become the top market leader in China within the
forecasted sales figures.
PRODUCT STRATEGY
The core
Bubble Tea beverage in a pre-bottled, ready-to-drink format.
The actual product
Packaging and labeling: see figure below
Branding: colorful, aspect of play, round shaped, prominent Bubble
Buzz logo written in modern font, catchphrases such as Think outside
the Bubble and Get Your Buzz.
Trade name: Bubble Buzz, a Coca-Cola product
Brand personality: energy, funky, cool, functional, original, funny,
healthy, etc.
Brand equity: Coca-Cola provides a quality, consistent, innovative and
accessible soft drink reputation.
Augmented product
Nutritional information, Status (social drink), Features promoting the
website, Health benefit of a green tea base (ref.17)
Marketing considerations
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Product life cycle: Bubble Buzz is a low-learning product. With a
strong marketing campaign, sales [will] begin immediately and the
benefits of the purchase are readily understood. Since Bubble Buzz is
prone to product imitation, Coca-Colas strategy is to broaden
distribution quickly, which is currently feasible thanks to the companys
high manufacturing capacity.
Product class: Food & beverage Soft Drinks Functional Drinks
(refer to Appendix D2 for a break-down of the functional drinks
market).
Bubble Buzz follows the practice ofproduct modification: Coca-Cola
is introducing an existing beverage (bubble tea) but redefines the drink
with a new, more convenient package. Bubble Tea will now become a
widely available drink in multiple retailing (distribution) channels.
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PRICE STRATEGY
The price strategy that will be undertaken should consider the following
aspects:
1. Consumer demand2. The product lifecycle3. Potential substitutes
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Customer demand
Customer demand is a crucial factor which is driven by tastes, income and
availability of others similar products at a different price (mentioned later
in the potential substitutes section). For a lot of consumers, value and
price are highly related: the higher the price, the higher the value.
Consequently, Coca-Colas intention to position Bubble Buzz as a unique,
innovative and attractive product gives it a certain control over Bubble
Buzz price. To be able to implement higher pricing though, the
minimization of the non-monetary costs to
customers should also be include along with
awareness of the product (notably by
advertising) and value (benefits) .
The product lifecycle
The company should take advantage also to the fact that the newer the
product and the earlier in its lifecycle the higher the price can usually be.
It ensures a high profit margin as the early adopters buy the product and
the firm seeks to recoup development costs quickly and it also brings a
certain prestige to the product.
Potential substitutes
Coca-Cola is constrained by the monopolistic market in which it competes.
The main characteristic however is product differentiation.
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PROMOTION STRATEGY
Objectives:
To initiate strong awareness about the launch of Bubble Buzz
throughout the Chinese consumers age 15-29 which is generally
referred to as after 80s, as well as their parents.
To win market shares over our top functional drinks competitor,
PepsiCo.
Message:
The promotional outputs will convey the clear message that Bubble Buzz
is a healthy drink for sporty and young people who simply enjoy taking
care of their body and life.
Concepts:
Think outside the bubble: Be Bold, Be Original, Be Different, BeYourself.
A good spirit in a good body.
For the out-of-the-ordinary individuals who like to challenge
themselves.
Media selection:
Before choosing the appropriate Medias, it is important to note that after
80s consumers only give partial attention to media. However, they can
be reached through integrated programs. They are typically using more
than one communication media at a time; a behaviour that is often called
multitasking. This group of consumers doesnt give its full attention to
one single message, but rather uses continuous partial attention to scan
the media. Marketers can still communicate with Generation after 80sby
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using a variety of targeted promotional tools. Another important tactic to
reach our target market is through Viral or Buzz marketing, which
Coca-Cola will heavily use in this campaign (campus, contests).
Advertising:
Output Examples
Television CCTV, Much Music, HuNan TV
Radio Transportation Radio, During music program,
Universities Radio Station
Magazines For girls: Modern world of singers, Women
Magazine
For boys: Sports Illustrated (or Kids
edition);Football weekly; Video Games
Magazines
Internet Banners on select websites (gaming, sports,
etc.)
Official promotional website:www.BubbleBuzz.cn
Outdoors Billboards and prints in select areas
including:
Campuses, transportation (bus, metro,stations)
Tourist areas in high seasonal periods Outskirts of key cities in geographical
reach
Others Not relevant
Personal
selling
Direct contact with retailers, sales kit
strategies to be explained later in the text.
Public
relations
Stands or special displays and events in
schools, malls, sports events (i.e. 2009
Shanghai World Expo), sponsorship activities
Publicity Conferences, press releases (print and
online), buzz marketing through TV coverage
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Promotional Mix:
Consumer oriented:
Contests: Win another Bubble Buzz flavour, Uncover a secret code
underneath the bottle cap and win sporting goods and electronics by
logging on the website, Win a trip for the 2010 Shanghai World
Expo. (Arguments: It will increase consumer purchases and encourage
consumer involvement with the product).
Samples: distributed in supermarkets, school/universities. Samples are
a way to avoid product resistance since people are not used to find
bubbles in their drinks. Arguments: It will encourage new product
purchases and it represents low risk for consumers since they get it for
free. They have nothing to lose by trying it.
Point-of-purchase: in supermarkets (to reach the parents of after
80s). Arguments: It is also a mean to increase product trial and
provides a good product visibility.
Others: In subsequent years, engage in product placement in TV
shows or movies.
Trade oriented:
Allowances and discounts: case allowance (Arguments: The free
goods approach will be used so it can encourage retailers to buy moreof the product to get a certain amount for free).
Cooperative advertising: to encourage retailers to buy our product
and to maintain our high level of advertisement that consumers expect
from Coca-Cola.
Other considerations:
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Scheduling of the advertising: Pulse scheduling (promotional
presence year-round, but emphasized and intensified before and during
summer).
IMC (integrated marketing communication)
Target Audience:
Intermediary: personal selling will be more often used
Ultimate consumer: Coca-Cola will use more of mass media because
the amount of potential buyers is large.
PLACE (DISTRIBUTION STRATEGY)
Bubble Buzz will be distributed through these channels: supermarkets,
convenience stores, independent food stores, discount stores, multiple
grocers, vending machines, direct sales.
Projected Financial Performance
Revenues $
597,124.0
0
Based on sales @ different channels
price
Cost Of Goods Sold 214,964.64 Based on weighted average percentage
in past data
Contribution Margin 382,159.36 Revenues - COGS
Fixed Costs :
SG&A cost : 113,453.56 Half of the O/H costs estimated, based
on past data
Capital
expenditures :
25,676.33 4.3% of revenue, based on past data
Profits 243,029.4
7
CM SG&A Capital expenditures
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Requirement for success analysis:
C.M. per bottle = 382,159.36 / 328,000 = $1.17
Break-even: (113,453.56+25,676.33) / 1.17 = 118,914 (bottles)
Market share: 118,914 / 1,000,000 = 11.9%
In one year, if Coca-cola can sell 118,914 bottles of Bubble Buzz, or in
other words achieve 11.9% of the functional drink market share, it will
break even.
After this point, every bottle Coca cola sells will generate average $1.17
towards the profits. The potential profits can up to $1,030,770.001 basedon our target market.
Expected Costs:
COGS: $597,124 * 36% = $214,964.64
O/H: $597,124* 38% = $226,907.12
Expected Revenues (total) = $597,124
Summary:
After the comprehensive analysis of the country notebook of China, Coca-
Cola Company is more acquainted with this most populated country in the
world. The cultural and economic descriptions offer us an outline of
consuming patterns and capabilities of the targeted market. Once we
understands the country better, we make our marketing mix which
contains products, pricing, place and promotion plans accurate and in a
timely fashion. All these analysis and suggestions will contribute to the
achievement of our final marketing objectivewhich can be simplified as
becoming a successful exporter of bubble tea in the Chinese market.
1 $1.17*(1-11.9%)*1,000,000 = $1,030,770
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Appendix & Reference
APPENDIX 1
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APPENDIX 2
A Chinese menu of bubble series
Sample board of bubble tea prices in China (with price range from $10 to$15).
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