Cola take a good.docVIP

 PAGE \* MERGEFORMAT 13 Cola take a good Read ‘Behind Cola Challenge’ ( ‘sales and marketing ‘1999 No. 6) a text very touching. As one involved in marketing for many years, while concerned about the growth of domestic enterprises, the ‘enthusiasts’, the past year are also very concerned about the ‘Cola’ situation, there are concerns both happy. However, by a lack of first-hand information, but also do not understand the company’s inside information and strategy, so even though some think I do not know where to start with. When I was fortunate to have read the article after this analysis, we began to think such a question: if the article said that all of ‘Cola’ is really consistent with the strategy of ‘Cola’ in the future be like? As a very much hope that China will soon appear with a world-class companies ‘outsider’, from a marketing point of view to put forward some constructive suggestions for reference. Only one purpose, want to ‘Cola’ success, hope that the success of Wahaha Group. To answer the above questions, we may in accordance with the article to analyze ways of thinking. 1 The article mentioned that the second half of ‘Cola’ series sold about 1.5 million, in some provinces has reached 15 percent market share, followed by Coca-Cola later. According to the latest information and products in the state far short of demand. So conclusion is that ‘Cola’ has initially a firm foothold, sales growth was strong. Here are a few issues, namely, success or failure of a product should be prescribed only after evaluation of the return on investment period. Because large investment often bring about great output, but not necessarily to make money, to assess this point as long as the will ‘Cola’ advertising inputs (together with other marketing and operating costs) and the sales and profit will not make a comparison difficult to conclude. Second, the calculation of market share issues, some concepts first clarified. Generally speaking, the market share refers t