International Expansion Of Coca Cola Company Commerce Essay

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Coca-Cola is a very famous company across the world. Almost everyone around the world has had its drinks. However, how much do you know about it? The paper that we spent much time and effort writing can explain quite lot information about this well-known company.

The whole paper covers about the history of the company. It is a very interesting story about when and where did the company start and who first established Coca-Cola. Maybe many people know that the original coca cola is a kind of liquid that salted in some pharmacies, but do you want to know how does it become today's most famous soft drink?

What we also interested in is how the decision of starting the cross-country business into China was made. In about 1928, China was still not a perfect market for foreign companies. Why did Coca-Cola wanted to set factories in Shanghai and all the difficulties they met afterwards. People's reactions in China are very interesting and maybe determine the failure of the first try of Coca-Cola. In 1979, the company tried again. China was totally different at that time. Our country started the reform and opening-up policy. People started to accept new thing from other countries and that made Coca-Cola's moving to China a success. The paper also covers about how the company came to China and its organizational structure. That can make you know Coca-Cola better.

As I mentioned above, there is a lot of information covered in the paper, so all our team members spent lots of efforts into it.

Bella is rigorous and good at search information. So we let her do the first part of the paper. That part includes a lot of history information and requires much research. We thought it would be perfect for her to write it.

Cathy is quite creative and good at making interesting stories. Section two is all about moving to China strategy and the opinion of the government, so it is quite difficult and unfamiliar. Therefore, we decided to make her do this part and it turns out perfect.

Nicole always likes soft drinks. Actually choosing Coca-Cola to be the company that we are going to write was her idea at first. That made us think that she might be familiar with how well the company do in China and the situation of the Chinese market. Section three is all about the form of their Chinese company.

Dennis is conscientious about the detailed information that mentioned in class and knew the text quite well. So we considered section four would be good for him to write. There are quite a lot questions in the text book of section four, but he completed it very well and we all really appreciate that.

Now let's talk about the structure of the paper. There are totally six parts of the report, including summary at the very beginning and a conclusion at the end of the paper. Summary is a brief introduction of the whole paper and is supposed to make the readers interested in the stories that we are going to tell afterwards. Section one is about the history of Coca-Cola. It is an introduction of the company in order to make everyone get the information better in other sections. Section two is about why Coca-Cola came to China. As we all know, Coca-Cola is a multinational corporation, it has its own factories and branches in China since 1979. We are all very familiar with its soft drinks, so it is a very great transition from section one to section three. So here comes section three, it is about what form Coca-Cola came to China. It further explains how they came to China and what have they been through during the years. All those will help you understand the strategy of coming to China and know the Chinese company better. Next would be section four, it is about the organization structure of the company. What have they done in China and the differences they made between American company and the Chinese company are also includes. It also needs to combine the theories that we learned in class.

These things mentioned above are a brief introduction of our paper. It covers all aspects of the report but a lot of interesting details are not included. Read it carefully and I bet you would enjoy it.

History of Coca-Cola

In 1886, John Pemberton, an Atlanta pharmacist, used his knowledge and curious made out a kind of liquid. And he salt in some pharmacies. This is the original coca cola in the world. In the later three years, the Atlanta businessman Asa Griggs Candler took charge of the coca cola company. He became the first president of the company. In the later years, the company began to salt the coca cola in some other places. The leader got the big profit in the coca cola. Asa Griggs Candler was a good leader. He known how to use the different ways to advertise the products and made the consumers brought the coca cola. The coca cola became popular in many places. The company tried to change the shape of the bottle to attract more consumers. The special shape of the bottle also can make the coca cola different from other drink. It can be a characteristic among the world of the drink. However, another great leader Robert W. Woodruff started to expand the company internationally. He was an excellent marketing. He put the coca cola into the Olympic Games. This measure made the people around the world know the coca cola. It was a success ways to propagandize the brand of coca cola. Nowadays this measure is used in many places. It might be the famous marketing in the world. At the same time, the Woodruff also did some other measures to make people drink the coca cola more easily. His innovation made the coca cola a part of people's life.

(The coca cola company heritage timeline,

http://heritage.coca-cola.com/ www.thecoca-colacompany.com/ourcompany/ar/pdf/TCCC_2010_Annual_Review.pdf,

29 October 2012)

Robert W. Woodruff made a good example for the later leaders. In the next several years, expanding the company international is an important job for the whole company. The company establishes many bottling partners in some other countries. It can improve the local economy. The company of coca cola also can save the cost of bottle. This kind of product outsourcing also can be the function of expanding. The leader can create good communication with the South America and Iberia. During resent years, china is developing quickly. The leader starts to focus on the market of china. They think china is a most populous country; the need of the coca cola might be huge. In the first several years, the sales situation was not good. But the leader of the coca cola was not lost his confidence. He changed the ways to cater to the Chinese market. Now the consumption of coca cola products in china has been about 7% of the company's global volume.

(Press Releases, Coca-Cola

http://www.thecoca-colacompany.com/dynamic/press_center/2011/08/company-invests-us4-billion-in-china.html , 29 October 2012)

(Expanding Internationally, Coca-Cola

http://kateskesler.com/expanding-internationally/, 29 October 2012)

The leader has taken a fancy to the china market. They have tried many ways to entry the china market. However, the Chinese system made their marketing methods useless. In 1978, china started to reform and open. The government allowed the foreign-owned enterprises came into china. The Chinese economy was developing in reality. At the same time the coca cola was devoting itself to expanding international including china. In 1981, the company of coca cola back to china. It set the first bottling plant in Beijing. In Chinese history, the coca cola was the first multinational giants entered china except the Hong Kong, Macao and Taiwan. It made a good example for some other foreign-owned enterprises to entry china.

(In the shadow of the dragon, Coca-Cola

http://my.safaribooksonline.com/book/international-business-globalization/9780814431702/coca-cola-and-huiyuan-juice/a_long_history_of_cocacola_in#X2ludGVybmFsX0ZsYXNoUmVhZGVyP3htbGlkPTk3ODA4MTQ0MzE3MDIlMkZp, 29 October 2012)

Why Coca-Cola came to China

The company of coca cola grown up in china was in 1978. However, in fact the coca cola came into china first was in 1927. They opened the bottling plants in Tianjin and Shanghai. The Chinese people first saw the coca cola, they were curious about the coca cola. They were not getting used to the taste of coca cola. So the sales volume of coca cola was not very well. Several years later the coca cola Withdraw from the Chinese market. The leader of the coca cola decided to get out of the Chinese market temporarily. Now we can see the coca cola every where in china. The coca cola is popular in china. The headquarters of coca cola now in china is Shanghai Zizhu Scientific Industrial Park.

(Career Opportunities with Coca-Cola China, the Coca-Cola Company

http://www.thecoca-colacompany.com/careers/china_opps.html, 29 October 2012)

(Coca-Cola Divisional Headquarters, Shanghai, China Aecom Company

http://www.aecom.com/Where+We+Are/Asia/Program+Management/_carousel/Coca-Cola+Divisional+Headquarters,+Shanghai,+China, 29 October 2012)

Coca-cola coming to china is a part of a bigger globalization strategy.

China is a big market, which is beneficial to the development of the Coca-Cola globalization. China is vast territory and abundant resources, with a large population and a big market. And, after China's reform and opening up, there were more and more the Europeans and Americans came to China. Coca-Cola wanted to give those foreigners who come to China to provide Coca-Cola. Let those who relied on Coca-cola couldn't drink it because of leaving their countries. So the Coca-Cola Company decided to enter the Chinese market, developed enterprises.

Coca-Cola through one special drink came to the world. Due to Robert W. Woodruff invented the six bottled and top opened, cool and refreshing beverage, vending machine and transport equipment, making transportation be convenient, then Coca-Cola surge in sales. The Coca-Cola Company through the outward expansion, in Canada, Cuba set up branches, in the 1890 s took steps to the international. Now in Pacific, Eurasia & Africa, Europe, North America and Latin America, coca-cola sets subsidiary companies.

(Operations Leadership; the coca-cola company

http://www.thecoca-colacompany.com/ourcompany/seniormanagement_operating_group_leadership_eurasia.html 29 October 2012)

The United States is a capitalist country, economic development is rapid. At that time, it belonged to economic power. In 1892, Coca-Cola LTD was established. In 1967, Coca-Cola set up Food Company. Then, it was with the unceasing development, constant innovation. In 1971, Coca-Cola became the world's largest and most extensive beverage trademark. However, China is a socialist country. At that time, China had just carried out of reform and opening up, economy began to have preliminary development. Coca-cola considered differences in governments. Since the reform and opening up, employment, economic growth and fiscal revenue growth became the key and centre of the government. Coca-Cola used it, as a stepping-stone to success to government public relations. Coca-Cola in contact and communication with government was from edgewise. It vigorously publicized its huge function in promoting employment, promote economic growth and increase government taxes. Coca-cola Company made the decision that China was a good market for it. Coca-Cola into China later, mainly development concentrated in the eastern and central regions, because the higher the level of economic development, People higher living standards, choosing East-central as investment starting point is correct.

(Reform of the Economic System, Beginning in 1979

http://countrystudies.us/china/92.htm

Learn about the U.S. Government

http://www.usconsulate.org.hk/pas/kids/government.htm

Coca-coal in china; china business review

https://www.chinabusinessreview.com/public/0107/weisert.html 29 October 2012)

There were some differences in business practices and customs. Coca-cola considered these. China is a big cultural country. At that time, china had just do the reform and opening up. China belonged to an arising country. Beijing as the capital of china, there were a lot of political and commercial activities. So it was with plenty of opportunities to Coca-cola. However, just at that moment, Chinese traffic was not convenient. It couldn't meet the demand of market. In American, people were used to drinking Coca-cola and liked carbonated drink beverage of cola type. In addition, china just went abroad, was lack of consciousness to establish a brand. Such as advertising to make people learn and love Coca-cola. But the American economy had a certain development, and was with a strong commodity propagation consciousness. Initially, Coca-Cola in China sales mode insisted on global consistent marketing idea, and adopted the way of direct sale to point-of-sale, for wholesale development was not positive. But, in practice, they found that Beijing had a regional particularity, Beijing as China's political cultural center, often had large domestic and international activities. Traffic control for Coca-Cola this kind of fast moving consumer goods transport, it was a great limit. At the same time, Coca-cola should in the short term create a vast retail network; it needed to input a huge amount of money. This must increase the enterprise cost, weaken the market competitiveness of products. So, Beijing Coca Cola LTD., according to China's national conditions quickly adjusted the marketing mode, in China implemented the "localization" strategy. It started to cooperate with the wholesalers, used wholesalers' network resources, transportation resources, channel resources, with the fastest speed, sent the products to each point-of-sale. Coca-cola reduced the cost and expanded the market sales, wholesalers also won the profit, and consumer can be at any place and any time to drink Coca Cola. In addition, Coca-Cola looked for special bottling enterprise. Such as COFCO Company that was with high degree of internationalization, the quite advanced operation and management idea and similar strategic management.

(10 Major Cultural Differences between China and the United States; Supply Chain Strategy http://rgraf.hubpages.com/hub/10-Major-Cultural-Differences---China-and-the-United-States

29 October 2012)

For China whether was a good market to Coca-Cola, different people had different views. Because of the political and economic background, every man insisted on every man's statement. On the one hand, some people agreed and affirmed 'China is a good market'. For example, the Coca-Cola President Martin hoped to export Coca-cola to Mainland China, and establish a Coca-Cola bottling plant. 'Coca-cola has strong interest to mainland China.' Martin said. Coca-Cola always waited for the opportunity; hope it was able to in the first time to enter the Chinese mainland market. At that time, diplomatic relations between China and the United States had just turn well, not fully improved. Some Chinese were hostile to the United States. TongZhiGuang asked him: 'Do you think now ripe for? Could the Chinese people accept coke?' 'We and the American soldier have no other contact, but we are producers, they are consumers.' Martin said,' Coca-cola just is a company which sells sweet taste soda to make money, no special place.' In fact, when Coca-Cola factories were in China, the most direct target was not Chinese consumers, but those foreigners who worked in China and visited China , especially the Europeans and Americans. Because that that generation of Americans father and grandfather grew up with drinking Coca Cola. For Americans or Europeans had been accustomed to no matter where they wanted to drink it. So, they hope to have Coca Cola at wherever be with tourists. On the other hand, some people objected Coca-Cola to enter the Chinese market; accused that China introduced Coca-Cola was 'nation-selling doctrine', 'the introduction of the American way of life', 'strike national industry'. Then parts of China appeared 'Against Coca-Cola tide'.

(Coca-Cola http://www.thecoca-colacompany.com/dynamic/press_center/2011/08/company-invests-us4-billion-in-china.html

, 29 October 2012)

The Form Coca-Cola came into China

It has been a long time since the Coca-Cola Company entered the Chinese market. It is said that the famous company didn't set up a branch office in China until 1979. This year is meaningful to Coca-Cola Company. In this year, Coca-Cola Company came into China formally. This company signed a 10-year exclusive agency agreement with the China National Cereals Oils and Foodstuffs Import and Export Corporation (COFCO). It is the form that Coca-Cola Company entered Chinese market. At the very beginning, the products of this company are only sold to foreign guests at a designated place in a special sales way because it is a kind of high-end consumer goods during that period. The kind of soft-drink only appeared in some movies in Chinese people's daily life. Two years later, in order to occupy Chinese soft-drink market at a high speed, the Coca-Cola Company decided to build factories in China. The company planed to set up a Sino-foreign joint venture factory in China. In order to reduce investment risks and pressure from public and motivate Chinese enterprises to invest, the Coca-Cola Company decided to donate equipment to them and provide favorable cooperation conditions. In 1981, Coca-Cola Company cooperated with COFCO and North COFCO. Under this circumstance, the first bottling plant was established in Beijing. In 1984, different bottling plants were set up in ZhuHai, a city in Guangdong Province. The goods of Coca-Cola Company were allowed to sell to Chinese people.

(Coca-Cola in China: Quenching the Thirst of a Billion, China business review. Com, https://www.chinabusinessreview.com/public/0107/weisert.html, 29 October 2012)

Cooperating with Chinese enterprises is the main method for Coca-Cola Company to come into Chinese market. Because of the unique culture and policy of China during that period, the great US soft-drink company almost had no other options to come to this special market, which means it was the only option for Coca-Cola Company to enter Chinese market. 3 governments decided to maintain a cooperation relationship with Coca-Cola Company in the long term. There are SLIB, China International Trust and Investment Corp., and COFCO. In addition, a lot of small local enterprises are willing to set up a cooperation relationship with Coca-Cola Company. They work together to establish some bottling plant factories in China. By the end of October 2009, China Business Unit has established a total of 39 bottling plants. We can see from that cooperating with Chinese enterprises is the only way for this company to enter china and this method is effective. This Company entered china successfully.

(Coca-Cola in China: Quenching the Thirst of a Billion, China business review. Com, https://www.chinabusinessreview.com/public/0107/weisert.html, 29 October 2012)

Do you want to figure out that why Coca-Cola Company had to make this decision? This hard decision has a connection to the culture, history and policy in China during that period. To understand the different culture in different countries is a main principle for the global company enters the foreign, unknown market. In 1970s, china's political situation is unrest. It was pretty hard for foreign companies to enter Chinese market. The market was controlled by the Chinese government strictly. If foreign companies want to set up branch offices in China they must get the approval of government. This criterion has no change, which means you must obey this rule until now. During that period, the beverage industry in china is undeveloped. Bottling facilities were outdated and the equipment was quite old. They didn't have advanced production technology either. Most soft-dink were limited to the Chinese market, they couldn't sell their products in the nationwide. So it was more difficult for Coca-Cola Company to set up factories independently in China. Under this circumstance, cooperating with Chinese government and local enterprises was the only choice.

(Coca-Cola in China: Quenching the Thirst of a Billion, China business review. Com, https://www.chinabusinessreview.com/public/0107/weisert.html, 29 October 2012)

The Organization Structure Taken by Coca-Cola in Coming to China

The coca cola is devoted to the quality of their products to create an excellent image for customers. This can be related to the business and how to succeed in the future. As important as the quality of products, the safety can play the significant role in the process of developing. The first thing that coca cola do is to make the company better and better. Then coca cola are trying to create value of the system for both the employee and the customers. The partners are vital in the organization of the corporation. The bottling partners of coca cola are able to provide the value of company, the goal of the future and the growth of the detailed system. As the world's largest beverage company, coca cola take the responsibility and organize well. I think it is organized in the best way. We can see the power of coca in the world.

(Coca-Cola, http://www.thecoca-colacompany.com/ourcompany/the_cocacola_system.html , 29 October 2012)

The first thing can be the motivation is health and welfare. This is the base of the work. The guarantee helps everyone motive their behavior and productiveness. Then the protection for the unexpected is on of the factors. For example, medical coverage, dental coverage and same-sex partners. Employee can also be offered the medical services at the company. The workplace of the staff has an inclusive and nice environment. If one has been provided the advanced network and the resources, the work can be better and an employee may show a high performance. Then what motivate a job of a typical employee in this organization are the lifestyle and financial. Lifestyle decides the quality of life of a person. And financial decides the benefits of actions. Coca makes a series of plans to adequately attach importance to these factors to keep the company hold the excellent reputation.

(U.S. Employee Benefits,Coca-Cola http://www.thecoca-colacompany.com/careers/employee_benefits.html,29 October 2012)

A business is able to enlarge and enrich a large amount of things in many ways. Use product range as an example. A great many things' development is based on the market research. So if a new product needs to develop in the future, the market research is necessary. Partner is the same important as the market research. The success of a business needs a lot of essential conditions and elements. Related company is one of elements. Having been building on the related companies' existing range can enlarge the product range. So what I say before is the approach of Coca Cola. To meet customers' needs, Coca makes decision to make the plans go into effect. Seeing the consumers as the most important role in the process of research and development, Coca's ways exert an influence.

(Building the range, Coca-Cola

http://businesscasestudies.co.uk/coca-cola-great-britain/using-market-research-to-develop-a-product-range/building-the-range.html, 29 October 2012)

The largest beverage company around the world has the large system. Due to the worldwide product, the organizational structure is one of the momentous key elements. As the leading producer, Coca Cola holds the most of market of soft drinks. The organizational structure that the Coca uses is to create a unique brand and make it recognized by most of people. Besides it, the quality of the old as well as the new products, the marketing of beverage, the global availability and the ongoing innovation are the other strategies what Coca devotes itself to. What Coca Cola pays attention to is to build an organizational structure that shall deliver a stratagem which is global and local. The goal of the Coca-Cola is to be the leading provider. The products and processes have to be the highest quality. Coca Cola establishes six strategic priorities. The first is to accelerate the growth of soft drinks. The second is enlarging the range of products. Thirdly, grow system. Fourthly, invest intelligently in the growth of market. Fifthly, serve customers creatively and build businesses. The last is to drive and cost effectiveness. In my opinion, the move to a product team structure may lead to greater efficiency. The structure can be built around function, product and process.

(Creating an effective organizational structure,Coca-Cola http://businesscasestudies.co.uk/coca-cola-great-britain/creating-an-effective-organisational-structure/introduction.html,29 October 2012)

The organization's hierarchy can be divided into several parts. The chairman of the Coca Cola leads the company into a new century. What Kent does is to organize the management structure and control the leadership. Different managers have various works to devote to. Diverse locations have the different stratagems. Entering the Chinese market is a good example. In the opinion of the managers of Coca, cooperation and access to the Chinese market are important. The China market is now at the right time and Coca Cola has had several recent successes in taping into the market of China. To understand the different culture in different countries is a main principle for the global company enters the foreign, unknown market. For China whether was a good market to Coca-Cola, different people had different views. Because of the political and economic background, every man insisted on every man's statement. On the one hand, some people agreed and affirmed 'China is a good market'. For example, the Coca-Cola President Martin hoped to export Coca-cola to Mainland China, and establish a Coca-Cola bottling plant. 'Coca-cola has strong interest to mainland China.' Martin said. Though the procedure in China could not have a favorable wind all the way, Coca achieves a success at present. This is the growth of Coca-Cola; it will make the future better.

People all over the world believe that Coca Cola is needed in many countries, both the developing countries and developed countries. In April 2007, the Coca-Cola discussed the performance indicators for the system with several bottling partners. The corporate responsibility reports from many of Coca's bottling partners are accepted for the development in next several years. Coca-Cola looked for the special bottling enterprise. Such as COFCO Company that was with high degree of internationalization, the quite advanced operation and management idea and similar strategic management.

There are three advices what I want to give to the Coca. The first is developing the charity to more countries and location which have been poor for a long time. The second is paying more attention to the health of consumers, and get the trust from the people all around the world. The last is that doing more for the environment and try to persuade people to protect the environment. The responsibility of Coca is the same sustainable as the power of its brand.

Conclusion

I think the coca cola company is a successful company. The leaders of the coca cola use the correct ways to entry international and specifically come into the china market. The leader of coca cola change different methods to cater to the current market. At the same time, the coca cola changes the shape of the bottles. The special shape attracted more consumers than before. The coca cola also create the appropriate methods for the Chinese market. Now the growing sales volume proves the correct methods the company did for the marketing. The coca cola company focuses on quality and the appearance of their products. The coca cola company cares for the employees of the coca cola. The Company provides medicinal services and good environment for the employees. The coca cola has the good cooperative partners to make the prefect products. The coca cola focuses on the drink brands. The exclusive quality for the coca cola is different from the other brands such as Pepsi. The coca cola's success is based on the company hard work and leader's wise decisions. When we are thirst, buying a bottle of Coca-Cola to drink is easy now. However, many people do not know when Coca-Cola was into China, it encountered many difficulties, almost was a long adventure. In 1976, China and the United States didn't establish diplomatic relations at ambassadorial level, the two countries established liaison office in each other's capital, and Coca-Cola intended to enter the Chinese market. But then China's political situation was unrest, Vice minister of foreign economic trade, chairman of the board of China import and export bank TongZhiGuang told US, entering the china was early. He explained that Chinese who were born after the founding of the China, only in the movie saw coke and Coca Cola in movies always relates with American army. After the Korean War, Coca-Cola image was not only one type of drink simply. The Chinese still could not accept Coca-Cola; this product represented the western life style. At that time, the Coca-Cola met some political diplomatic problems when entered the Chinese market. In 1978, China's political situation gradually better. Before the Coca-Cola bottling plant set up, since 1979, COFCO Group arranged sales by the way of consignment. Coca-Cola returned to the mainland Chinese market after evacuated 30 years, became the first foreign company in the mainland beside the Hong Kong and Macao. Coincidentally, at the same time, in another meeting room of the same hotel, China and the United States were holding rapprochement talks. The Coca-Cola Company used the improvement of relations between China and the United States to promote the Coca-cola development in the mainland of China. At the same time, Coca-Cola cooperation with China was in favor of the improvement of relations between China and the United States. After solving political problems of accessing to the Chinese market, Coca-Cola implemented 'localization' strategy to improve the sales in china. Initially, Coca-Cola in China sales mode insisted on global consistent marketing idea, and adopted the way of direct sale to point-of-sale, for wholesale development was not positive. But, in practice, they found that Beijing had a regional particularity, Beijing as China's political cultural center, often had large domestic and international activities. Traffic control for Coca-Cola this kind of fast moving consumer goods transport, it was a great limit. It started to cooperate with the wholesalers, used wholesalers' network resources, transportation resources, channel resources, with the fastest speed, sent the products to each point-of-sale. Coca-cola reduced the cost and expanded the market sales, wholesalers also won the profit, and consumer can be at any place and any time to drink Coca Cola. In addition, Coca-Cola looked for special bottling enterprise. Such as COFCO Company that was with high degree of internationalization, the quite advanced operation and management idea and similar strategic management.

The business philosophy of "localization" of Coca-Cola Company is the key to success. "Localized thinking, localized marketing" this marketing strategy combines geographical characteristics in order to make Coca-Cola more local. It also does things locally and tries to create products appeal to consumers constantly. For example: Coca-Cola used Chinese characteristics "Fu" as the Chinese New Year packaging. It combines Coca-Cola culture and traditional Chinese color together, so that Chinese consumers can easily feel like home; China's bid gold cans and the Beijing Olympics emblem Coca-Cola limited edition commemorative cans, indicating deep roots in the Coca-Cola with the Olympic and appreciated by the public.

2000 Coca-Cola China headquarters moved from Hong Kong to Shanghai. This makes Coca-Cola's business development in China maintain closer ties with China's development. Currently in China, Coca-Cola has become a leading soft drink manufacturers and operators. According to the 2002 CCTV survey shows that other drinks: Coca-Cola's market share, brand loyalty and preference degrees are leading, is China's most popular carbonated drinks.

Coca-Cola in terms of the procurement and use of raw materials, personnel hiring, or advertising, product packaging, new product development are able to fully reflect the excellent localization Thought Coca-Cola products, 98% of raw materials procurement in China, and 99% The employees from the local Chinese. Recently released by the Economic Observer newspaper and Research Center of Peking University Enterprise Case "2002 China's Most Admired Companies" Award, Coca-Cola once again been named the "Most Admired Companies" one. These awards and honors made where the Coca-Cola Company superiority and successful implementation of the marketing strategy of "localization". Coca-Cola business in China's rapid growth in China has become the world's seventh largest market in Coca-Cola. Since we have learnt something about Coca-Cola Company, we can find that this successful company is good at managing. In the class, we learnt that "Study the ways jobs are performed now and determine new ways to do them." is one of the scientific management principles. This principle means the manager tries different methods to see which is best. In 1970s, Coca-Cola Company tried a lot of methods to enter the Chinese market. Because of the special culture and policy of china, they chose to cooperate with Chinese enterprises. This decision was the best one which led them to enter China successfully.

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