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Wang's Fortune Tea from China: Competing for a New Arena of the Beverage Market (B)  
Product Ref: 08/373C Company: Jiaduobao Soft Drink Ltd.

Product Type: Case Industry: Food, Beverage & Tobacco

Related Product(s): Teaching Note
This case examines China's top selling herbal tea brand, Wang's Fortune Tea (marketed as Wanglaoji in mainland China), and explores the international functional soft drinks market and factors influencing the company's strategy for expanding to the international market. The case asks students to evaluate Wang's Fortune Tea's global competitive position and to suggest actions for international adaptation.
Functional Area : Marketing
Strategy & General Management

Issues: Branding, Product positioning, Consumer education, Competitive analysis, International marketing, Cross-cultural marketing, International adaptation, International expansion
Length: Text: 11 pages
Exhibits: 6 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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Case (08/373C) HK$58 / US$7.5
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