Higher Education Programme Feedback Sheet
Programme Title: analysis of international market 全日制英语 | Module Title： International Marketing |
Student：王悦 | Module Tutor:Mr。TOM |
Assignment Title/Number: 6 | Submission Date:2015/12/20 |
Learning Outcomes： By learning the marketing operation of Coca—Cola， a deeper understanding of marketing knowledge. |
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Classification: 1st 2：1 2:2 Pass Refer
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草菅人命Student reflective comments on the asssment outcome to enhance future practice： Signature： …………………………………… Date: ………….。。. | | Internal Second Marker Comments： Signature: ………………….。. Date： ……………………。 | | External Verifier Comments： Signature： ………………….。。 Date： ……………………。大同盆地>芭蕉 |
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GUIDANCE ON SUPPORT MATERIALS & READING LIST
Cour Text:PRINCIPLES MARKETING
Authors： Philip Kotler
Year： 2009
ISBN: 9780137006694
This text is the one the module guide will refer to in terms of additional reading and is esntial for all students on the programme. It is a comprehensive and up-to—date guide to modern marketing issues & techniques. .
There are some excellent texts on ‘Marketing’ that are also suitable for this module。 The texts below are particularly good. Look cloly at each title and choo the one which best suits you:
Latest edition of：
Marketing： Concepts and Strategies
By Beverly
胡辣汤配料
Houghton-Mifflin
Principles of Marketing， 4悟空的故事th Edition送给同学的祝福语
By Brassington ＆ Pettitt (2006）
FT Prentice Hall
（1)阳光村镇银行Introduction
The Company of Coca-cola
The Coca-cola company is the world’s largest beverage company，refreshing consumers with more than 450 sparkling and still brands.
Why is Coca-Cola such a successful company?Put in this context ，the answer ought to be obvious。
（2)Discuss how international trade system， economic， political/legal， and cultural environments affect Coca-cola company’s international marketing decisions
The development of economic integration and regional economic cooperation organization makes more and more enterpris begin to conduct marketing activities in different culture environment。Coca—cola adhere to expand the product portfolio strategy,carbonated drinks in China continues its expanding as the core and greatly enrich its product range .From Coca—cola，Sprite to Smart,Qoo,Zero，Coca—cola carbonated drinks China continues its expanding as the core product strategy。As a kind of carbonated drinks,Coca-cola in Chine consumers ，the product mad a corresponding adjustment，has launched a Qoo，minute maid pulpy on—carbonated,su
ch as new products facts have proven that the new products are popular among Chine consumers.
Coca-cola by sponsoring activities such as sports,education and culture to strengthen their brand image,such as sponsoring the Beijing Olympic Games to promote the brand reputation,by the high social identify to build a good social atmosphere to promote its sales increa
(3)Describe three key approaches to entering international markets： exporting， joint venturing, direct investment
Brand Equity – Interbrand in 2011 awarded Coca cola with the highest brand equity award。 Coca cola with its vast global prence and unique brand identity is definitely one of the costliest brands with the highest brand equity.
Company valuation – One of the most valuable companies in the world, Coca cola is valued around 79.2 billion dollars。 This valuation includes the brand value， the numero
us factories and asts spread out across the world and the complete operations cost and profit of Coca cola.
