FutureCola Essay

3331 Words Nov 10th, 2014 14 Pages
8/3/2013

FUTURE
COLA

STRATEGIC ANALYSIS WAHAHA FUTURE COLA

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Table of Contents
Executive Summary ........................................................................................................................... 3
Q-1. How effective is the positioning of Future Cola? ........................................................................ 5
Strategic Positioning ...................................................................................................................... 5
Competitive Advantage ................................................................................................................. 5
SWOT Analysis
…show more content…
These recommendations include; target developing nations, focus on local tastes and trends, target consumer lifestyle, gender and culture, offer medium calorie drinks as well as drinks with natural ingredients

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Q-1. How effective is the positioning of Future Cola?

Strategic Positioning
“Pretax profit last year at Hangzhou Wahaha, the Chinese beverage giant controlled by the country’s richest man Zong Qinghou, climbed by 18% to 10.1 billion Yuan, or
$1.6 billion, amid a fall in raw material costs, a company spokesman told Forbes”.
(Forbes, 2013)
The Company started its operations in 1987 as a milk factory that was run by a School with the goal of providing children with nutrient drinks. The company is among top five global beverage producers. Future Cola was introduced by Wahaha Group of China in 1998 at the time when carbonated drinks had become popular and this category was covering half of the volume of the soft drink industry. In 1997 the output of cola in China was 1.36 million with
80% combined market share of Pepsi and Coca Cola. Currently on number three in China and
Number five in the world among soft drink manufacturers Wahaha has successfully achieved and maintained its position. (Nancy Dai, 2004)

Competitive Advantage
The competitive advantage of Future Cola lays in its generic business strategy that differentiation strategy.



The Future Cola

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