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What Coca-Cola Did RIght and Wrong in China


In this thought leader position for Forbes, CMR MD Shaun Rein outlines what Coca-Cola did right and wrong in its failed bid attempt for Chinese juice company Huiyan.

Importantly Coke realized that Chinese consumers are shifting towards healthy and safe alternatives in the face of tainted and poor quality products and pollution problems. Coke also realized that the next emerging consumers most MNCs should target are China 800 million new consumers, located in 2nd, 3rd, 4th and even 5th tier cities.

Read the Forbes commentary

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