Abstract
China’s soft drink market has been changing rapidly. The world’s leading beverage company in carbonated soft drinks (CSD), Coca-Cola, will have to adjust their market strategies for the Chinese market, as this growth potential market will need a different approach compared to the Western countries. This case study will give a view of the Chinese soft drink market and the challenges Coca-Cola needs to face and overcome in order to continue to stay ahead in the Asian market. As Chinese consumers shift towards a healthier life style including non carbonated soft drinks such as ready-to-drink teas, juices and milky flavored beverages, the question is how the Coca-Cola Company’s number one brand can succeed and remain successful in the largest country of the world with a population of 1.3 billion?
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