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Wang's Fortune Tea from China: Competing for a New Arena of the Beverage Market (A)  
 
Product Ref: 08/372C Company: Jiaduobao Soft Drink Ltd.

Product Type: Case Industry: Food, Beverage & Tobacco

Related Product(s): Teaching Note
Wang's Fortune Tea, marketed as Wanglaoji in mainland China and considered to be the founder of Chinese herbal tea, grew from a strong regional brand in China with limited national market penetration to becoming China's top soft drink giant with 90% market share of the country's herbal tea industry. This case explores how Wang's Fortune Tea became China's top selling herbal tea brand. The case asks students to analyse the company's growth strategies and to consider if it can continue to sustain its competitive advantage while facing intense competition from domestic and international companies.
Functional Area : Marketing
Strategy & General Management

Issues: Branding, Product positioning, Consumer education, Competitive analysis, Growth strategy
Length: Text: 13 pages
Exhibits: 15 pages
Country: China (People's Rep. of)

Pub. Year: 2008 Level of Difficulty: 2
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
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