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商品編號： HKU759 出版日期： 2008/06/06 作者姓名： Gao, Gerald Yong;Lu, Jiangyong;Fung, Hung Gay;Suen, Linda 商品類別： Marketing 商品規格： 28p 再版日期： 地域： China 產業： Traditional Chinese medicine;Beverages 個案年度： -
商品敘述：
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 analyze 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.
涵蓋領域：
Industry analysis;Consumer marketing;Marketing strategy;Product development;Competition;Competitive advantage;National competitiveness;Growth strategy
相關資料：
Case Teaching Note, (HKU760), 10p, by Gerald Yong Gao, Jiangyong Lu, Hung Gay Fung, Linda Suen;Supplement, (HKU761), 17p, by Gerald Yong Gao, Jiangyong Lu, Hung Gay Fung, Linda Suen
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